Designing Market Space Matrix

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<ul><li><p>13Designing the Marketspace Matrix</p></li><li><p>Designing the Marketspace Matrix Todays ObjectivesObjectives will be to: Introduce the Marketspace MatrixExamine the role of the 2Is across all categories of marketing leversReview how the marketing levers are used to establish and maintain customer relationshipsExamine the principles and guidelines firms can use when designing the Marketspace Matrix</p></li><li><p>Chapter 13: Designing the Marketspace MatrixThe Marketspace MatrixRole of the 2Is Across All Categories of Marketing LeversHow Marketing Levers Are Used to Establish and Maintain Customer RelationshipsPrinciples and Guidelines for Matrix DesignConclusion</p></li><li><p>Chapter 13: Designing the Marketspace MatrixThe Marketspace MatrixRole of the 2Is Across All Categories of Marketing LeversHow Marketing Levers Are Used to Establish and Maintain Customer RelationshipsPrinciples and Guidelines for Matrix DesignConclusion</p></li><li><p>Exhibit 13.1: The Marketspace MatrixRelationship StagesCategories of LeversBranding</p><p>Awareness</p><p>Exploration</p><p>Commitment</p><p>Dissolution</p><p>Product</p><p>Price</p><p>Communication</p><p>Community</p><p>Distribution</p></li><li><p>Chapter 13: Designing the Marketspace MatrixThe Marketspace MatrixRole of the 2Is Across All Categories of Marketing LeversHow Marketing Levers Are Used to Establish and Maintain Customer RelationshipsPrinciples and Guidelines for Matrix DesignConclusion</p></li><li><p>Exhibit 13.2: The 2IsBrandingIndividual Interactivity 1. More efficient advancing of customers through the relationship stages2. More possibilities to sustain commitmentResultPricingProductCommunityCommunicationDistribution</p></li><li><p>Chapter 13: Designing the Marketspace MatrixThe Marketspace MatrixRole of the 2Is Across All Categories of Marketing LeversHow Marketing Levers Are Used to Establish and Maintain Customer RelationshipsPrinciples and Guidelines for Matrix DesignConclusion</p></li><li><p>Exhibit 13.3: Moving Through the Relationship StagesProfitable Uncommitted CustomerCommitmentDissolutionExploration/ ExpansionCustomers can advance through the stages in several different waysAwareness</p></li><li><p>Exhibit 13.4: The Marketspace MatrixRelationship StagesCategories of LeversBranding</p><p>Awareness</p><p>Exploration / Expansion</p><p>Commitment</p><p>Dissolution</p><p>Product</p><p> Packaging</p><p> Attributes and features</p><p> Fulfillment</p><p> Mass customized product</p><p> Breadth of inventory</p><p> Upgrades</p><p> Functionality</p><p> Availability of complementary products</p><p> Customer-specific attributes and features</p><p> Post-sales support</p><p> Incremental allocated benefits</p><p> Experience</p><p> Customer enabling community</p><p> Customer relationship management</p><p> Customer care</p><p> Customer care</p><p>Price</p><p> Click-through promotions</p><p> Web referral promotions</p><p> Bricks-and-clicks promotions</p><p> Web price discounts</p><p> Bundle</p><p> Frenzy pricing</p><p> Prestige</p><p> Price as a sign of quality</p><p> Hi-lo</p><p> Dynamic pricing (as a novel approach group buying, C2C)</p><p> EDLP</p><p> Targeted promotions</p><p> Future price promotions</p><p> Justify prices</p><p> Loyalty programs</p><p> Tiered loyalty programs</p><p> Wide variety of pricing plans</p><p> Become evangelists (affiliate)</p><p> Profit enhancing programs</p><p> Volume discount promotions</p><p> Targeted promotions</p><p> Future price promotions</p><p> Fairness</p><p> Subscription</p><p> EDLP</p><p> Dynamic pricing (group buying, C2C)</p><p> Discontinue pricing promotions</p><p> Reconfigure loyalty programs</p><p> Decrease profit programs</p><p>Communication</p><p> Television</p><p> Magazines</p><p> Radio</p><p> Yellow pages</p><p> Telemarketing</p><p> Billboards / outdoor advertising</p><p> Online billboards (banners / buttons)</p><p> Search engines</p><p> E-mail</p><p> Viral marketing</p><p> Television</p><p> Radio</p><p> Newspapers</p><p> Packaging</p><p> Loyalty programs</p><p> Customer service</p><p> Loyalty programs</p><p> Interactive online billboards lending to website</p><p> Links from search lead to website</p><p> E-mail with information and link to website</p><p> Viral marketing leading to website and / or download</p><p> Website</p><p> Serial marketing</p><p> Permission marketing with targeted offers</p><p> Loyalty programs</p><p> Customer service</p><p> Loyalty programs</p><p> Customer service</p><p> Permission e-mail</p><p> Personalized pages</p><p> Terminate direct marketing</p><p>Community</p><p> Outline community benefits clearly and early on in the process</p><p> Anticipate and readily answer questions and concerns, quickly establishing a sense of trust</p><p> Establish a call for action and further exploration</p><p> Makes community exploration easy through efficient site structure</p><p> Show everyone individual attention (e.g., welcoming e-mails, guides for novices, chat conversations for new members, use of CRM marketing to tailor site functionality)</p><p> Begin the process of equity creation (e.g., member points and loyalty programs)</p><p> Increase equity building (e.g., through tiered loyalty programs, increased rewards)</p><p> Recognize individuals contributions and participation</p><p> Develop members (e.g., through leadership opportunities, community roles guides or watch-persons)</p><p> Spot departing friends early and find solutions to prevent dissolution</p><p> Make the leaving process fair and efficient</p><p> Seek and listen closely to feedback</p><p> Allow the option of returning</p><p>Distribution</p><p> Number of intermediaries</p><p> Number of channels</p><p> Degree of integration</p><p> Number of channels</p><p> Degree of interest</p><p> Intermediary type</p><p> Number of channels</p><p> Internal function</p><p> Elimination of types</p><p> Reduction of intermediaries</p><p> Reduction of integration</p></li><li><p>Exhibit 13.6: Lever Selection ProcessLeverTargetingSegmentCurrent Relationship PhaseObjectivePositioning</p></li><li><p>Chapter 13: Designing the Marketspace MatrixThe Marketspace MatrixRole of the 2Is Across All Categories of Marketing LeversHow Marketing Levers Are Used to Establish and Maintain Customer RelationshipsPrinciples and Guidelines for Matrix DesignConclusion</p></li><li><p>Exhibit 13.7: Principles for Marketspace Matrix DesignWhich levers work best together?Which levers are consistent with strategy?Which levers are customers most responsive to?Which levers are least likely to generate a competitive response?Principle 1: Base the levers on consumers behavior.Principle 2: Choose levers to effect change.Principle 3: Measure the impact of each lever.Principle 4: Overcome barriers to advancement.Principle 5: Anticipate your competitors likely responses.Principle 6: Build on your firms skills and resources.Principle 7: Look for interaction effects.Principle 8: Integrate across levers.Principle 9: Levers create the position.Principle 10: Focus on superior customer value.</p></li><li><p>Exhibit 13.8: Amazons 1-Click Ordering ProcessHas to Enter Name, Address, Credit CardCommitmentUser in Exploration/Expansion StagePlaces Book in Shopping Cart1-click ordering bypasses barrierBarrier</p></li><li><p>Exhibit 13.10: Integration of LeversTargeted SegmentOnline LeversPositioning and MessageOffline LeversIntegrated Levers</p></li><li><p>Exhibit 13.11: Functional, Symbolic, and Hedonic ExplainedProducts Ability to Provide UtilityBenefits That Relate to the Anticipated Reaction of Other IndividualsSensual (Taste, Sound, Sight, Touch) Benefits Derived From the ProductSymbolicHedonicFunctional</p></li><li><p>Exhibit 13.12: Marketspace Matrix for EBay, 1995Relationship StagesCategories of LeversBranding</p><p>Awareness</p><p>Exploration</p><p>Commitment</p><p>Dissolution</p><p>Product</p><p> Features: Search, security, ease of use</p><p> Facilitate P2P community</p><p>Price</p><p> Dynamic pricing</p><p>Communication</p><p> Trade shows</p><p> Viral marketing</p><p> Website</p><p>Community</p><p> Communicate benefits</p><p> Establish call to action</p><p> Easy to explore</p><p> Build user equity</p><p>Distribution</p></li><li><p>Exhibit 13.13: Marketspace Matrix for EBay, 19981999Relationship StagesCategories of LeversBranding</p><p>Awareness</p><p>Exploration</p><p>Commitment</p><p>Dissolution</p><p>Product</p><p> Features: search, security, ease of use</p><p> Complementary Products: Escrow, Insurance</p><p> Enable Community</p><p> Customer Care</p><p> Customer-Specified Attributes</p><p> Upgrades</p><p> Customer Care</p><p>Price</p><p> Dynamic Pricing</p><p> Tiered Loyalty Programs</p><p>Communication</p><p> Trade Shows</p><p> Trade Publication Ads</p><p> Radio Advertisements</p><p> AOL Banners</p><p> Viral Marketing</p><p> Publicity / Promotion</p><p> Website</p><p> User Notifications</p><p> Personalized Pages</p><p>Community</p><p> Communicate benefits early</p><p> Establish Call to Action</p><p> Make Community Exploration Easy</p><p> Show Everyone Individual Attention</p><p> Begin the Process of Equity Creation</p><p> Increase Equity Building</p><p> Recognize Individuals Contributions</p><p> Develop Members</p><p> Make Leaving Process Fair and Efficient</p><p>Distribution</p><p> Number of Channels</p></li><li><p>Exhibit 13.14: Marketspace Matrix for EBay, 2000PresentRelationship StagesCategories of LeversBranding</p><p>Awareness</p><p>Exploration</p><p>Commitment</p><p>Dissolution</p><p>Product</p><p> Features: search, security, ease of use </p><p> New Auction categories</p><p> Complementary Products: Escrow, Insurance, Billpoint</p><p> Facilitate P2P Community</p><p> Customer Care</p><p> Customer-specified Attributes</p><p> Upgrades</p><p>Price</p><p> Dynamic Pricing</p><p> Promotions to Encourage New Product Adoption</p><p> Buy It Now!</p><p> Promotions to encourage trial</p><p> Tiered Loyalty Programs</p><p>Communication</p><p> Trade Shows</p><p> Trade Publication Ads</p><p> Radio Advertisements</p><p> AOL Banners</p><p> Viral Marketing</p><p> Publicity / Promotion</p><p> Television Ads</p><p> Website</p><p> User Notifications</p><p> Television Ads</p><p> Personalized Pages</p><p>Community</p><p> Outline Benefits Early</p><p> Establish Call to Action</p><p> Make Community Exploration Easy</p><p> Show Everyone Individual Attention</p><p> Begin the Process of Equity Creation</p><p> Increase Equity Building</p><p> Recognize Individuals Contributions</p><p> Develop Members</p><p> Make Leaving Process Fair and Efficient</p><p>Distribution</p><p> Number of Channels</p></li><li><p>Chapter 13: Designing the Marketspace MatrixThe Marketspace MatrixRole of the 2Is Across All Categories of Marketing LeversHow Marketing Levers Are Used to Establish and Maintain Customer RelationshipsPrinciples and Guidelines for Matrix DesignConclusion</p></li><li><p>Designing the Marketspace Matrix ConclusionThe Marketspace matrix is intended to help firms build a marketing plan within the context of moving customers through the relationship stages.The 2Is allow firms to choose levers that can move customers through the relationship stages faster and more effectively than ever. Also, the 2Is offer firms new and improved possibilities to maintain commitment.The 10 principles of matrix design can help marketing managers select and implement appropriate levers. The principles span four categories:Which levers are customers most responsive to?Which levers are least likely to generate a competitive response?Which levers work best together?Which levers are consistent with strategy?</p></li></ul>

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