Session 5 Obtain and Retain Customers I Afdjpkc.fudan.edu.cn/_upload/article/files/fb/dd/53... ·...

MarketingManagementSession5

QianXU,PhD.Spring,2017

Today’sAgenda

•1.Review•2.ObtainCustomers•3. ExampleofTermProjects

Part1Review

Howtoconductmarketingresearch

DefinetheProblem

DeveloptheResearchPlan

CollecttheInformation

AnalyzetheInformation

PresenttheFindings

MaketheDecision

1.1Developtheresearchplan

Qualitative

Observationalresearch

Focusgroup ...

Quantitative

Experimentalresearch

Correlationaldata ...

Whycausality>description/correlation?

•Knowtheworld•Predicttheworld•Manipulatetheworld

1.2 Collecttheinformation

Opinion Behavior

1.2.1 Whybehavior>opinion?

ConsumerpreferencesTheydon’tknow Theyknow

Don’twanttotellyou

Can’ttellyou

Whatyoucanknow

Minisurvey

t.im/1c9sw

Results:

PercentageOthercheating Selfcheating

1.2.2 Methodstogettrueopinions

• Projectivetechniques• IAT(ImplicitAssociationTest)• Incentive-alignedmechanism•…

1.3Feedbacks

•Doesappearancematter?

appearance

helpingempathy

ConnectingwithCustomers

Obtain Retain

Part2ObtainCustomers

2.Howtoobtaincustomers

2.1ConsumerPsychology

2.1KeyPsychologicalProcesses

Motivation

Perception

LearningEmotions

Memory

2.1.1KeyPsychologicalProcesses:Motivation

Motivation

Perception

LearningEmotions

Memory

2.1.1Motivation

•Freud’stheory•Maslow’stheory•Herzberg’stheory

2.1.1.1Freud’sandunconsciousness

• Psychoanalysis• Psychologicalforcesshapepeople’sbehaviorunconsciously.• Example:

• Youforgottoattendmylecturetoday.

• Youmusthatemeormylectures.

2.1.1.2Maslow’shierarchies

2.1.1.3Herzberg’sMotivator-HygieneTheory(Two-factortheory)

•Motivator•Givepositivesatisfaction

•Hygiene•Don’tgivesatisfaction,butdissatisfactionresultsfromtheirabsence.

Motivator-HygieneTheory

Car Clock

Hygiene Round wheel Punctuality

Motivator Sensor Loud

2.1.2KeyPsychologicalProcesses:Perception

Motivation

Perception

LearningEmotions

Memory

2.1.2.1 Perception

Wanghong (网红)effect

Perceptionisreality.

Whichcoffeetastesbetter?

Placeboeffectsinmarketing

☕50RMB

☕5RMBBabaShiv,Ziv Carmon,DanAriely (2005)PlaceboEffectsofMarketingActions:ConsumersMayGetWhatTheyPayFor.JournalofMarketingResearch:November2005,Vol.42,No.4,pp.383-393.

Solvepuzzles

2.1.2.2 Sensorymarketing

• Touch• Smell• Sound• Taste• Vision

Krishna,Aradhna,andN.Schwarz."Sensorymarketing,embodiment,andgroundedcognition:Areviewandintroduction." JournalofConsumerPsychology 24.2(2014):159-168.

TouchChangesindefinitionofgoodfoamByUnileverpersonalwashdepartment

10yearsago:Airy

5 yearsago:Creamy

Recently:Bouncy

•Minicase:K11

Product Soundsluxury Classicsports Popfood Rocklobby Naturalsounds(breeze,

bird, etc.)

Smell FeelVanilla HappyGrass Young

Whitecamellia Graceful

AnAppleMacscent

• TheplasticiPhonehasthesamesmellasthealuminumMacBook

• AirAromacompany

Ambientscentincreasesslotmachineearningsby45%

http://www.newneuromarketing.com/the-definitive-guide-to-scent-marketing

2.1.3 KeyPsychologicalProcesses:Learning

Motivation

Perception

LearningEmotions

Memory

2.1.3Learning

•Classicconditioning•Operantconditioning

2.1.3.1Classicconditioning

• Definition:alearningprocedureinwhichabiologicallypotentstimulus(e.g.food)ispairedwithapreviouslyneutralstimulus(e.g.abell).

• Pavlov’sdog

Minicase:ToyotaRAV4

Nothing

Minicase:ToyotaRAV4

2.1.3.2Operantconditioning

• Definition:atypeoflearninginwhich(a)thestrengthofabehaviorismodifiedbythebehavior'sconsequences,suchasrewardorpunishment,and(b)thebehavioriscontrolledbyantecedentscalled"discriminativestimuli"whichcometoemitthoseresponses.

• Skinner’srat

Positivereinforcement

Negativereinforcement

Extinction

2.1.4KeyPsychologicalProcesses:Emotions

Motivation

Perception

LearningEmotions

Memory

Debate:Shallwemarryforloveormoney?

•Youareansweringthequestionwithyouremotionnotyourrationality.

Dualsystemtheory

•Kahneman &Tversky•Peopleprocessemotionsfasterthanreasons.

Emotion

Rationality

Recommendedreading:Thinkingfastandslow

Emotionappealad:Budweiser

Emotionappealad:Theforce,Passat

2.1.5KeyPsychologicalProcesses:Memory

Motivation

Perception

LearningEmotions

Memory

•Memorysystem•Brandassociation

BeconsciousaboutassociationsOneteachingbuildingatTsinghuaUniversityisnamedafterJeanswest.

Clothesofthebrandareacasualstyledesignedforyoungpeopleandsoldatlowprices.

Howabout?

Badassociation

2.2Consumercharacteristics

2.2.1Consumercharacteristics

Cultural

Social

Personal

2.2.1Culturalfactors

westernvs.eastern

Howtoexpressyourself

peoplerelationship:simplevscomplex

Howtolineup

soundinrestaurant

duringthetravel

infrontofproblem

dailylifeoftheold

Evenwithinthewesternculture

Cultural

Social

Personal

2.2.2Socialfactors

•Socialidentitytheory(Tajfel,1979)•Differentiatefromout-groups•Resembletoin-groups.

•In-group:e.g.,Fudanstudents•Out-group:e.g.,SJTUstudents

120RMB

SJTU-10RMB

Cultural

Social

Personal

2.2.3Personalfactors

Actualself

IdealselfOthers’self

Actualselfvs.idealself

Actualselfvs.others’self

Bestmakeupintheworld

Part3Exampleoftermprojects

Quantitative:Correlationaldata

•Whattwitsattractmoreresponses?(什么状态回复最多)•Method:reviewyourecent5 twitsandrespondtothefollowingquestionnaire.

Results

05101520253035404550

1 2 3 4 5

Responses

Emotion Valence

Replies

Results

01020304050607080

1 2 3 4 5

Responses

Emotion Valence

Likings

Results

01020304050607080

1 2 3 4 5

Responses

Emotion Valence

Replies Likings

Replies=3.47 *Valence– 1.17Likings=7.39 *Valence– 11.84

Conclusions

•Expressingpositiveemotions(正能量)promotesbothrepliesandlikings.

•Positiveemotionspromotesmorelikingsthanreplies.

Aftertheclass

•Deadlines:•Quiz1,Apr.5th.Chapters1-5•Termprojectideassubmission,Apr.12th, 24:00.

•Recommendedreadings

Session 5 Obtain and Retain Customers I Afdjpkc.fudan.edu.cn/_upload/article/files/fb/dd/53... ·...

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