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MarComwww.marketingPlanNOW.com1
MarketingCommunication
Prerequisite for MCPart ZERO out of Four
Danny AbramovichMarketing Plan Specialist
MarComwww.marketingPlanNOW.com3
0. Course Introduction, Main Topics
ÇBehavior , Communication, MarCom
Integrated MarCom, Global IMCCre8ivity
MarComwww.marketingPlanNOW.com4
0. Course Introduction, Main Topics
Background: Consumer BehaviorHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC
MarComwww.marketingPlanNOW.com5
Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
C r e a t i v i t y
0. Background: Consumer Behavior
© Danny Abramovich
MarComwww.marketingPlanNOW.com6
1. Management 4 Introduction
ü Planningü Executing
ü Vision ü Controllingü Strategy ü Tacticsü Standards & procedures
1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity
MarComwww.marketingPlanNOW.com7
1. Management 4 Introduction
ü Visionü Strategyü Tacticsü 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).
MarComwww.marketingPlanNOW.com8
1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards
We work to help people and businesses throughout the world
realize their full potential.
MarComwww.marketingPlanNOW.com9
1. Management 4 Introduction
We work to help people and businesses throughout the world
realize their full potential.
MarComwww.marketingPlanNOW.com10
1. Management 4 Introduction
ü Visionü Strategyü Tacticsü 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.
MarComwww.marketingPlanNOW.com11
1. Management 4 IntroductionThe basis of our daily
commitment is to ensurethe sustainable and
profitable growth of the company, while always observing balance and financial transparency.
MarComwww.marketingPlanNOW.com12
1. Management 4 Introduction
your institution
MarComwww.marketingPlanNOW.com13
1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards & procedures
MarComwww.marketingPlanNOW.com14
1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards & procedures
MarComwww.marketingPlanNOW.com16
1. Management 4 Business Plan
B u s i n e s s P l a n
FinancialPlan
MarketingPlan
OperationalPlan
HRPlan
MarComwww.marketingPlanNOW.com17
2. Marketing Plan: 4X4 Structure
1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity
MarComwww.marketingPlanNOW.com18
3. Consumer Research
ü Secondary data
Non-proprietary data
Proprietarydata
Company records
ExternalInternal
1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity
MarComwww.marketingPlanNOW.com19
3. Consumer Research
ü Secondary dataü Primary research methods
Personal: Expertor ConsumerFocus Group
ControlledExperiments
Interviews
Direct/ Indirect e.g. ethnographyvs. garbology
Mail @ *Phone: e.g. an omnibus survey
ObservationsSurveys
MarComwww.marketingPlanNOW.com20
3. Consumer Research
ü Secondary dataü Primary research methods4Desk vs. Field Research
- Interviews 1:1
- Observations- Focus Groups- Experiments
- Surveys
FieldDesk
@ * (
MarComwww.marketingPlanNOW.com21
3. Consumer Research
ü Secondary dataü Primary research methods4Quantitative vs. Qual.
- Interviews- Focus Groups- Experiments
Q?
- Surveys
- Observations
y?
QualitativeQuantitative
MarComwww.marketingPlanNOW.com22
3. Consumer Research
ü Secondary dataü Primary research methodsü Types of survey Questions
Veto-criteria Q?Closed format Q?
Open format Q?Demographic Q?
Keep It Short
& SimpleKISS
MarComwww.marketingPlanNOW.com23
4. Segmentation 4 Definition
Segmentation is dividing a dividing a
market into distinct market into distinct groupsgroups
with with distinctdistinct needs, characteristics, or needs, characteristics, or behaviors, who might require separate behaviors, who might require separate marketingmarketing--mixesmixes..
1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity
MarComwww.marketingPlanNOW.com24
4. Segmentation 4 Standards
üMeasurable: Size, purchasing power.ü Accessible: Can be reached and served. ü Substantial: Large & profitable enough.ü Differentiable: Can respond differently.ü Actionable: Effective programs can be
developed.
MarComwww.marketingPlanNOW.com25
4. Segmentation 4 Strategies
Segmentation Strategies:- Mass marketing (undifferentiated)- Segmented marketing (differentiated)- Niche marketing (concentrated)- MicroMarketing
(Individual)
4
MarComwww.marketingPlanNOW.com26
4. Segmentation 4 Strategies
Segmentation Strategies:
üP3±P3±P3P3lP2±P2±P2±±±P2
P1±P1±P1P1S3S2S1S3S2S1S3S2S1S3S2S1
MicroNicheSegmentedMass
Diff. Ps per ind. S
Diff. Ps to same S
Diff. Ps to diff. Ss
Same P to diff. Ss
MarComwww.marketingPlanNOW.com27
4. Segmentation4MethodologyClassification
GeographyDemography
PsychographySociography
TechnographyBehavior
Added-value
SEGMENTATIONby…
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4. Segmentation4Methodologies
By (the obvious)…By Mapping
By NeedsBy Lifestyle
By Loyally By Diffusion of Innovation
SEGMENTATIONüü
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4. Segmentation4Methodology
SEG
MEN
TAT
ION
by
SEG
MEN
TAT
ION
by
SEG
MEN
TAT
ION
by
SEG
MEN
TAT
ION
by
SEG
MEN
TAT
ION
by
SEG
MEN
TAT
ION
by
MarComwww.marketingPlanNOW.com30
5. Consumer Behavior4Def. by DA
Consumer Behavior?
Buying Behavior is all About Being & Having!
Behaving = Being
Behaving = Having1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity
MarComwww.marketingPlanNOW.com31
5. CB 4 DefinitionConsumer
Behavior
How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.
MarComwww.marketingPlanNOW.com33
5. The A-B-C of CB
ü Cognition - what consumers Think?
ü Affection - how consumers Feel?
ü Behavior - what consumers Do?
MarComwww.marketingPlanNOW.com34
5. What Affects CB?Cognitiont h i n k !
*Affection
f e e l !*
Behaviord o !
HOWdo
we…?
INFLUENCES
MarComwww.marketingPlanNOW.com35
5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process).
5.2 Decision Making Process.5.3 Consumer’s Culture (External Process).
5.4 Consumer Behavior Outcomes.
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com36
5. What Affects CB?
Decision Making Process
Consumer Behavior Outcomes
Ø
Ú
Psychological CoreInternal Process
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com37
5.1 Psychological Core
5.1.1. Perceptions5.1.2. Learning & Memory5.1.3. Motivation and Values5.1.4. Attitudes & Attitude Change5.1.5. The Self
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com38
5.1 Psychological CoreInternal-process
imuli
Sensory receptors Attention
InterpretationResponse
Perception
SENSATION
MEANING
sights
sounds
smells
tastes
textures
Positioning & Perception
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com48
5.1 Psychological CoreInternal-process
Motivation, Values
& Involvement
Types of Perceived Riskü Functionalü Financialü Physical/Safetyü Socialü Psychologicalü Time
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com49
5.1 Psychological Core
Perceived Riskü Functionalü Financial
ü Physical/Safetyü Social
ü Psychologicalü Time
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com50
5.1 Psychological CoreInternal-process
Motivation, Values
& Involvement
Involvement – The level ofperceived personal importanceevoked by the stimuli within aspecific situation. These levels can vary from ‘inertia’; buying a baguette, to ‘passion’; buying a ticket to a concert
of a celebrity you worship.5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com51
5.1 Psychological CoreInternal-process
Motivation, Values
& Involvement
Measuring Involvement
Un-involvinginvolving5.
UnexcitingExciting4.
IrrelevantRelevant3.
InterestingBoring2.
UnimportantImportant1.
To me (object to be judged) is:
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com52
5.1 Psychological CoreInternal-process
Motivation, Values
& Involvement
How often do you experience the following feelings as a result of eating chocolate?
Happy never _:_:_:_:_:_:_:_:_ very oftenExcited never _:_:_:_:_:_:_:_:_ very oftenDelighted never _:_:_:_:_:_:_:_:_ very oftenJoyous never _:_:_:_:_:_:_:_:_ very oftenSatisfied never _:_:_:_:_:_:_:_:_ very oftenProud never _:_:_:_:_:_:_:_:_ very oftenAnnoyed never _:_:_:_:_:_:_:_:_ very oftenDepressed never _:_:_:_:_:_:_:_:_ very oftenGuilty never _:_:_:_:_:_:_:_:_ very oftenRegretful never _:_:_:_:_:_:_:_:_ very often
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com53
5.1 Psychological CoreInternal-process
Attitudes and
Attitude change
The ABC of attitudesü The Affective component (feel):
I feel good about myself when Idrive a BMW.
ü The Behavioral Component (act):I will buy a BMW next time.
ü The Cognitive Component (beliefs):I think BMWs are quality cars.
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com54
5.2 Decision Making Process
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
Product Choice
Post Purchase Outcomes
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com55
5. What Affects CB?
Decision Making Process
Consumer Behavior Outcomes
Ø
Ú
Psychological CoreInternal Process
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
MarComwww.marketingPlanNOW.com56
Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
C r e a t i v i t y
Background: Consumer Behavior
© Danny Abramovich
MarComwww.marketingPlanNOW.com57
Course Introduction, Main Topics
Background: Consumer BehaviorHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC
ü
MarComwww.marketingPlanNOW.com58
0. Course Introduction!
Next Issue:ÇCommunication
MarComwww.marketingPlanNOW.com59
MarketingCommunication
Prerequisite for MCPart ZERO out of Four
Danny AbramovichMarketing Plan Specialist
Chapter 1
communication
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