session 16 personal marketing - fudan...

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MarketingManagementSession16

QianXU,PhD.Spring,2017

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Part1TermProjectPresentation(Teams4&7)

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Requirements

•Fortheteams:•15minpresentation+5minQ&A

•Fortheaudiences:•Ifyoulostyourevaluationsheet,drawthetableyourself•Ifyouforgotyourpreviousscores,leavethemblank,don’tfillthembasedonyouruncertainmemory

•Handintheevaluationsheettoday!•Emailmeyourslidesbytheendoftoday!

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Peerevaluation- Final

t.im/1ee3e

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Part2Review

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Quiz 2

•Average:19questionsansweredcorrectly•Standardization.•ChecktheE-learning’s“Quizanswers”folder.•IfyoufeltupsetaboutQuiz2,don’tworry,youstillhavethefinalexamtogo!

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MarketingMix:4P

Product Price Promotion Place

STP

Segmentation Targeting Positioning

MarketingAnalysis:5C

Customer Company Competition Collaborator Context

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2.1Deliveringvalue•Logistics

•Objective:Gettingtherightgoodstotherightplacesattherighttimefortheleastcost

•Distributionchannels•Twotypesofchannels:directvs.indirect•Costandbenefitsofthesetwochannels•Chanelconflictsandmethodsofresolvingtheseconflicts

•Retailing•Retailexperiencedesign

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Directvs.Indirectchannels

Direct IndirectCustomized foryourproductsGood contact withcustomersLarger coverageLower fixedcostReachnewtarget segmentsCreatewholesolutionsGreater margin

✓✓

✓✓✓✓

✓

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ManagingChannelConflict

•Strategicjustification:specifyresponsibilities•Dualcompensation:payingexistingchannelstosellthroughnewchannels•Superordinategoals•Employeeexchange:exchangepersonsbetweentwochannels• Jointmemberships:encouragingjointworking•Co-optation:effortofoneorganizationtowinsupportofother•Diplomacy,mediation,orarbitration•Legalrecourse

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2.2Competition

•Leader•Threeobjectives

•Challenger•Fivetypes

•Follower•Fourtypes

•Nicher

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Summaryformarketchallenger

Attack Definitions

Frontal IhavewhatyouhaveandI’mbetterthanyouFlank Ihavewhatyoudon’thaveEncirclement I’mbetterthanyouineveryaspectBypass Idon’tplaywithyouintheexistedmarketanymoreGuerrilla Ican’tbeatyoubutIcanannoy you

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Whichstrategyshouldyouadopt?

Attack Resources Uniquecompetency

Example

Frontal √ ╳

Flank ╳ √Encirclement √√ √Bypass √ √√Guerrilla ╳ ╳

Blackberryvs.Apple

Samsungvs.Apple

Nokiavs.Apple

Microsoftvs.AppleBaili vs.Apple

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Marketfollowersummary

Imitation Legalissue

Cloner Copyeverythingwith slightvariations Legal

Imitator Copysomethingsbutdifferentiatesonpackaging,advertising,pricing,orlocation

Legal

Adapter Improvetheoriginal product Legal

Counterfeiter Copy everythingeventhebrand Illegal

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2.3Glocalization•ThinkGlobally

•Mindthegap:• Individualismversuscollectivism• Highversuslowpowerdistance•Masculineversusfeminine•Weakversusstronguncertaintyavoidance• Longvs.short-termorientation• Indulgencevs.restrictions

•ActLocally•Standardization&Adaptation•Minddiscrimination

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Qiaobi Detergent(俏比洗衣融珠)

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Nippon (立邦漆)

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MarylandU’sCommencementSpeech

ThesweetandfreshAmericanair

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Harvard’sCommencementSpeech

Unequaldistributionofhumanknowledge

JiangHE@Harvard

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Take-aways

•Fordesigners:•Considerpotentialculturaloffensivenessinadvance

•Forus:•Youwon’tgetrespectbydebasingyourownculture•Defenseourculturewhennecessary•Bestrongerandlesslikelyoffended

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Part3PersonalMarketing

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Objectives

•UseMarketingprinciplestoachieveyourgoals•Getthepointofthiscourse

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Studyofsuccess(成功学)

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Howtobesuccessful

Pickup agoal Figure outhowSucceed/fail

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Howtoputanelephantintoafridge

1. Openthedoorofthefridge2. Puttheelephantin3. Closethedoor

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WithMarketingPrinciples…

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Howtobesuccessful

Pickup agoal Figure outhow

Succeed/fail

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3.0Twotypesofgoals

Person-environment

Within-person

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3.1Person-environmentgoals

Lifeistolevelup.生活就是打怪升级

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3.2Within-persongoals

•Lifeisaboutself-improvement/innerpeace.

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3.1Person-environmentgoalsAchievementbased/task-involved

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3.1.1Marketyourselflikeaproduct

Setupagoal Researchthemarket Positionyourself

Designyourpackage

Communicateyourself

Evaluateandadjust

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3.1.1Setupagoal

1) Bespecific2) Usesubgoals3) Selecttherightsequence4) Setdeadlines

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1) Thepowerofaspecificgoal

Runasfastasyoucan

Run1000mwithin3minutes

A

B

Locke, Edwin A., and Gary P. Latham. "Building a practically useful theory of goal setting and task motivation: A 35-year odyssey." American psychologist 57.9 (2002): 705.

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2) Usesubgoals

Yale’sPhDprogram

TOFEL GRE GPA ...

IwanttoapplyforYale’sPhDprogram

A

B

Szu-chiHuang,Liyin Jin,andYingZhang.2017.Stepbystep:Sub-goalsasasourceofmotivation. OrganizationalBehaviorandHumanDecisionProcesses 141.1-15.

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3) Selecttherightsequence

•Writeanessaywhichincludestwoindependentparagraphs.•Paragraph1:300words•Paragraph2:900words

•Whichoneshouldyoudofirst?

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3) Selecttherightsequence

• Startfromtheeasypart• Because

Liyin Jin,QianXu,andYingZhang.2015.Climbingthewrongladder:Themismatchbetweenconsumers’preferenceforsubgoal sequencesandactualgoalperformance. JournalofMarketingResearch 52(5).616-628.

Mid-point

Easy-Hard

Hard-Easy

1

2

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4)Powerofdeadline

• USNationalScienceFoundationwantstoreducethegrantapplications.Buthow?

• Solution:eliminatethedeadlines.

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Designyourpackage

Communicateyourself

Evaluateandadjust

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3.1.2Researchthemarket

1) Understandyourcustomers’needsnottheirrequirements.

2) Knowyourcompetitors

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1)Understandcustomers’needsnottheirrequirements

Goal Customer Requirements Need

Getajob Recruiters Internshipexperiences,majorandetc.

Getajobdone

Get anotherdegree

Academiccommittee

GPA,GRE andetc. Createknowledge

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MyexperiencesduringaPhDprograminterview

•Asaninterviewee•Asaninterviewer

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Asaninterviewee

•Professor:doyouknowtheHotelling model?•Myself:sorry,Idon’tknow.

•Professor:doyouknowtheKeynesianeconomics?•Myself:sorry,Idon’tknow.

•Professor:whatdoyouknow?•Myself:Iamnotfamiliarwiththeseterms,butonceIknowwhattheymean,I’llstarttoconsiderwhentheydon’twork.

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Asaninterviewer

•Myself:whydoyouthinkyoucanmakeagreatPhD?•Candidate:I’mNo.1inmyownschool.

•Myself:whydoyouthinkyoufitourprogram?•Candidate:I’mNo.1inanEnglishcompetition.

•Myself:whatareyougoingtodoasaPhD?•Candidate:I’llbeNo.1inyourschool.

•Myself:interesting...

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2)Knowyourcompetitors

•Whatarethemosthorriblecompetitorsintheworld?

•Thosewhoaresmarterthanyouworkharderthanyou.

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Agame

Chooseanumberfrom0to100,tomakeit asclose tothe1/3oftheclassaverageaspossible.

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Agame

•Thereisanoptimalanswer(everybodywins)• 0• Itwillneverhappen

•Smarterthanothersisnotenough.•Youhavetoknowhow(un)smartothersare.

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Designyourpackage

Communicateyourself

Evaluateandadjust

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3.1.3Positionyourself

Competence Warmth

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1)Competence

a) Buildyourcorecompetencies.

b) Buildyourrelativecompetencies.

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a)Buildyourcorecompetencies

A B

• Badatcomputers• Canremembereveryone’sfaceandcoffeepreference

• MasterMicrosoftoffice• Beautiful

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a)Buildyourcorecompetencies

•Donooneelsecando.

•Yourvaluedependsonhoweasilyyoucanbereplaced.• Itreversesifyouareateamleader

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b)Buildyourrelativecompetencies

A BWorktothemidnighteveryday Offtheworkontimeeveryday

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•Lazinessisthekeydriverforhumancivilization.

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•Excelwhereothers cando

•Efficiency>hardworking•e.g.,howmanyofyouarestillusingmousetodocopy/paste?• Ifyouusekeystrokesinstead,eachtimesavesyouatleast3seconds.

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10toptime-savingtechtips

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2)Warmth

•Beingavolunteer=warmth?

•Servicespirits=warmth

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Servicespiritexamples

•Goodemailmanners

•Offertodothemeetingmemo

•Lossisbliss(吃亏是福)

No subject

No title

No signature

No content

[email protected]

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3.1.5Communicateyourself

1) Thebestpersonalcommunicationistheunsaidone

2) Anevenbetterwayistoletotherssayforyou

3) Managetheexpectations

4) Showyourpotentials

5) Lessismore

6) Beunique

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1)Thebestpersonalcommunicationistheunsaidcommunication

•“I’maquicklearner.”

•“ItaughtmyselfmachinelearningusingCourseraandgotthecertificatefromStanford.”

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5)Lessismore

•A:GPA4.8,TOFEL115•B:GPA4.8,TOFEL115,masterMicrosoftOffice

•C:NationalEnglishChampion•B:NationalEnglishChampion,GPA4.8,TOFEL115

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6)Beunique

•Whichwayshallyoudefineyourself:•A.aphysicsprofessorwholikesswims•B.apersonwholikesswimmingalso aphysicsprofessor

•Ifyouaregoodattwoaspects•Defineyourselfonthestrongeraspect

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6)Beunique

•Whichoneismoreunique:•A.aphysicsprofessorwhowonOlympicsgoldmedalinswimming

•B.anOlympicsgoldmedalswimmerwhoisalsoaphysicsprofessor

•Ifyouareequallygoodattwoaspects•Defineyourselfontherareaspect

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TheSpotlightEffect

Gilovich, Thomas, Victoria Husted Medvec, and Kenneth Savitsky. "The spotlight effect in social judgment: an egocentric bias in estimates of the salience of one's own actions and appearance." Journal of personality and social psychology 78.2 (2000): 211.

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Ifnot,youprobablyspenditwrong

•Principle1:Buyexperiencesinsteadofthings•Principle2:Helpothersinsteadofyourself•Principle3:Buymanysmallpleasuresinsteadoffewbigones•Principle4:Buylessinsurance•Principle5:Paynowandconsumelater•Principle6:Thinkaboutwhatyou'renotthinkingabout•Principle7:Bewareofcomparisonshopping•Principle8:Followtheherdinsteadofyourhead

Dunn,Gilbert,andWilson,2011,Ifmoneydoesn'tmakeyouhappy,thenyouprobablyaren'tspendingitright.JournalofConsumerPsychology

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Principle1:Buyexperiencesinsteadofthings

•Youhave6000RMB

•A:buyaniPhone7

•B:visitJapanduringthesummervacation

iPhone8

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Principle2:Helpothersinsteadofyourself

•Youhave20RMB

•A:buyyourselfacupofcoffee

•B:buyyourfriendacupofcoffee

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Thepointofthiscourse

Ifyoufeelyouknowmorethings,Ifailed

Ifyoufeelyouhavemorethings toknow,Imighthavesucceeded.

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Theend

•FinalExam:Jun.28,2017,13:00-15:00,H6108•30multiplechoices(60%)+1essay(40%)•Closebook,lecturing-oriented(exceptSessions1,2,&16)

session 16 personal marketing - fudan...

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