consumer bahavior-1 a marketing plan prerequisite by

1

Consumer Behavior-1

Consumer Behavior Background

Danny AbramovichMarketing Plan Specialist

1 .Management2. Marketing

3 .Research4 .Segmentation

5 .Consumer Behavior6. Creativity

http://www.marketingplannow.com/

2

0. Course Introduction, Main Topics

3


Management, Marketing, Research

Segmentation, Consumer BehaviorCre8ivity

http://tuegars.com/080E16131C41444B321C1706041B011B1D1C5C1C17065C1B1E0E4A44404B440E43410E400E404747464347420E08.aspx

4


Management

Marketing

Research

Segmentation

Consumer Behavior

Creativity


5

0. Course Introduction, Schedule

1. Management

2. Marketing

3. Research

4. Segmentation

5. Consumer Behavior

6. Creativity

part1

part2

part3

6

0. Course Introduction, Methodology

© Danny Abramovich

7

Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

C r e a t i v i t y

0. Course Introduction, Methodology

© Danny Abramovich

8

0. Course Introduction, Why CB?

Most marketing decisions & regulations are based on CB assumptions.

Most marketing practices that are designed to influence CB, do influence the firm, the individual & the society.

CB theory provides management with many proper questions to ask.


9

0. Course Introduction, it’s all about

CONSUMER

BEHAVIOR

http://www.amazon.com/gp/reader/068487055X/ref=sib_dp_pt/103-3577650-6424659

10


CO

A

NS

R

UM

K

ER

E

BE

T

HA

I

VI

N

OR

G

M


11


CO

A

A

NS

R

N

UM

K

A

ER

E

G

BE

T

M

HA

I

E

VI

N

N

OR

G

T

MM

E


12


CO

A

A

NS

R

N

UM

K

A

ER

E

G

BE

T

M

HA

I

E

VI

N

N

OR

G

T

MM

E


13

0. Course Introduction!

CB is taught since 1970’s

14

1. Management Definition

1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity

Management is . . .

15

1. Management Definition

Planning

Executing

Controlling

16

Management

1. Management Methodology

© Danny Abramovich

17

1. Management Introduction

Vision

Strategy

Tactics

Standards & procedures


18


Vision

Strategy

Tactics

Standards

is a mental image of a possible and desirable future that is realistic, credible, and attractive.

19


Vision

Strategy

Tactics

Standards

A world in which buyers and sellers can conduct commerce anywhere, anytime, and in any way they choose.

20


Vision

Strategy

Tactics

Standards

Mobility expanding into new areas… …life goes mobile.

21


Vision

Strategy

Tactics

Standards

22


Vision

Strategy

Tactics

Standards

is concerned with the firm’s choice of business,

markets and activities, thus it defines the overall scope

and direction of the business (Kay, 1996).

23


Vision

Strategy

Tactics

Standards

The basis of our daily commitment is to ensure

the sustainable and profitable growth of the company, while always observing balance and financial transparency.

24


Vision

Strategy

Tactics

Standards

We work to help people and businesses throughout the world

realize their full potential.

25


Vision

Strategy

Tactics



26


Vision

Strategy

Tactics


27


Planning

Executing

Vision Controlling

Strategy

Tactics


28

1. Management Business Plan

29

1. Management Business Plan

B u s i n e s s P l a n

Financial Plan

Marketing Plan

Operational Plan

HR Plan

30

1. Management!

31

Course Main Topics

Management

Marketing

Research

Segmentation

Consumer Behavior

Creativity


32

2. Marketing Definition


Marketing is . . .

33

2. Marketing Definition

Marketing is the social and managerial

process by which individuals and

groups obtain what they need and want

through creating and exchanging

products and value with others.


34

2. Marketing Evolution

Production orientation“Can we make it?”

Selling orientation“Can we sell what we make?”

Marketing orientation“Can we determine what consumers want that we can make and sell profitably?”

35

Management

Marketing

2. Marketing Methodology

© Danny Abramovich

36

2. Marketing Plan Definition

Marketing Plan is . . .

37

2. Marketing Plan Definition

A Marketing Plan is a written

document containing description and guidelines for an organization’s or a product’s marketing strategies, tactics and programs - for offering their products and services over the defined planning period, often one year.


38

2. Marketing Plan: No short-cuts!

Give a man a fish

and he eats for a

day, teach him to

fish and he eats

every day.

39

2. Marketing Plan: No short-cuts!

40

2. Marketing Plan: 4X4 Structure


41

2. Marketing & Marketing Plan!

42

Course Main Topics

Management

Marketing

Research

Segmentation

Consumer Behavior

Creativity

43

3. Research Definition


Consumer Research (CR) is . . .

44

Management

Marketing

Marketing Research

3. Consumer ResearchMethodology

© Danny Abramovich

45

3. Consumer Research Content

Definition Research Approaches Secondary Data Primary Research Methods Projective Techniques Types of Survey Questions Sampling Techniques Upgrading Consumer Information


46

3. Consumer Research

Definition

The systematic gathering, recording and analyzing of data that yields information about the motives and needs of consumers, in order to be able to influence marketing planning, execution & control.

47


Definition

Research Approaches Positivism, Interpretivism

A CB research approach that focuses on consumer decision making (objectivity).

Positivism

Interpretivism

A CB research approachthat focuses on the act of consuming rather than on the act of buying (subjectivity).

48

Positivist ApproachPositivist Approach

ObjectiveObjective

PredictionPrediction

IndependentIndependent

Real CauseReal Cause

SeparationSeparation

Interpretivist ApproachInterpretivist Approach

SociallyConstructed

SociallyConstructed

UnderstandingUnderstanding

ContextualContextual

SimultaneousShaping

SimultaneousShaping

InteractionInteraction


49


Definition

Research Approaches

Comparison

Positi-vism

Interpreti-vism

Nature (General)

Rationality:objective-single reality

Complexity:no single right or wrong

Goal (CB)predictunderstand

Methodologyquantitativequalitative & quantitative

Findingscan be generalized to larger populations

often not generalized to larger populations


50


Definition Research approaches

Secondary data

InternalExternal

Company records

Proprietary

data

Non-proprietary data

51


Definition Research approaches

Secondary data Advantages/ disadvant.

AdvantagesDisadvantages

+ availability

+ inexpensive

+ may shed light

on the matter.

- quality of data

- limited to desk

research.

52


Definition Research approaches Secondary data

Primary research methods

SurveysObservations

Mail @ Phone: e.g. CATI or omnibus

Direct/ Indirect e.g. ethnographvs. garbology

InterviewsControlled

ExperimentsPersonalFocus Group

CATI = Computer Assisted Telephone Interview

53



Primary research methods Desk vs. Field Research

DeskField

- Surveys- Interviews 1:1

- Observations

- Focus Groups

- Experiments

@


54



Primary research methods Quantitative vs. Qual.

QuantitativeQualitative

- Surveys

- Observations

?

- Interviews

- Focus Groups

- Experiments

?

55


Definition Research approaches Secondary data Primary research methods

Projective techniques

Research procedures designed to identify consumer’s subconscious perceptions & motivations:

- Word association…

- Sentence completion or - Third person description…

- Psychodrawing

Bubble drawing

“preparing for a holiday”:

56


Definition Research approaches Secondary data Primary research methods

Projective techniques Example

57


Definition Research approaches Secondary data Primary research methods Projective techniques

Types of survey Questions

Veto-criteria Q?

Closed format Q?

Open format Q?Demographic Q?

Keep It Short

& Simple

KISS

58


Definition Research approaches Secondary data Primary research methods Projective techniques Types of survey questions

Sampling techniques

Non-probability SampleSystematic SamplePopulation (universe) Probability SampleSimple Random Quota

CensusCluster

JudgmentConvenience

mp

S

l

gn

i

a

59



Sampling techniques (ex. 1)

Non-probability SampleSystematic SamplePopulation (universe) Probability SampleSimple Random

Example:call every

“n”th personin the phone book.

mp

S

l

g

i

a

“n”


60



Sampling techniques (ex. 2)

Non-probability SampleSystematic SamplePopulation (universe) Probability SampleSimple Random

the total group that

the marketer wants to study.

mp

S

l

g

i

a

“n”

61



Sampling techniques (ex. 3) mp

S

l

g

i

a

QuotaCensusCluster

JudgmentConvenience

When different segmentsare represented inthe total sample.

“n”

62



Sampling techniques (ex. 4) mp

S

l

g

i

a

QuotaCensus

ClusterJudgment

Convenience

When it is difficult toask too many “n”s, everybody in selected areas (clusters) isbeing asked.

“n”

63


Definition Research approaches Secondary data Primary research methods Projective techniques Types of survey questions Sampling techniques (ex.)

Upgrading Consumer Info.

CRConsumer Research (data)

MISMarketingInformation Sys.

CRMCustomer Relationship Mgt.

64

3. Consumer Research MIS

65

3. Consumer ResearchCRM & e-CRM

Is managing consumer research

information complex?

66

Knowledge/ContentKnowledge/Content

ManagementManagement

LogisticsLogistics

FinanceFinance

Industry-Industry-Specific Specific SolutionsSolutions

LegacyLegacySystemsSystems

VoiceVoice

(IVR, ACD)(IVR, ACD)

E-MailE-Mail

DirectDirect Interaction Interaction

SalesSalesAutomationAutomation

MarketingMarketingAutomationAutomation

Mobile SalesMobile Sales

(Prod. CFG)(Prod. CFG)

FieldFieldServiceService

Portal/Portal/ExtranetExtranet

EDIEDI

E-MailE-Mail

SuppliersSuppliers InternalInternal CustomersCustomers

FinancialFinancial

Data MartData Mart

HRHR

Data MartData MartProductProduct

Data MartData Mart

Closed-Loop ProcessingClosed-Loop Processing

(EAI Toolkits, ETLM tools, (EAI Toolkits, ETLM tools,

Embedded Mobile Agents)Embedded Mobile Agents)

CustomerCustomer

Data MartData Mart

OrderOrder

Data MartData Mart

System to System to SystemSystem

Su

pp

lier

Inte

ract

ion

Cu

sto

mer

Inte

ract

ion

Operational

SCMSCM

ERPERP

CRMCRM

ConferencingConferencing

WebWebStorefrontStorefront

CollaborativeCollaborativePlanningPlanning

ConferencingConferencing

ManufacturingManufacturingExecutionExecution

WarehouseWarehouseManagementManagement

TransportationTransportationManagementManagement

TransportationTransportationPlanningPlanning

DistributionDistributionPlanningPlanning

SupplySupplyPlanningPlanning

ManufacturingManufacturingPlanningPlanning

E-BusinessE-BusinessAnalytical

OrderOrderManagementManagement

ServiceServiceAutomationAutomation

Web/Web/IntranetIntranet

HumanHumanResourcesResources

Manu-Manu-facturingfacturing

Demand Demand PlanningPlanning

IntelligenceIntelligence

ProductProductLifecycleLifecycle

AnalyzeAnalyze

DesignDesign

BuildBuild

DeliverDeliver

DataDataWarehouseWarehouse

Modern Corporate Information Technology Infrastructure and e-CRM

67

3. Consumer Research!

68

Course Main Topics

Management

Marketing

Research

Segmentation

Consumer Behavior

Creativity


69

Part Two out of Six