© Qian XU

MarketingManagementSession5

QianXU,PhD.Spring,2017

© Qian XU

Today’sAgenda

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

© Qian XU

Part1Review

© Qian XU

Howtoconductmarketingresearch

DefinetheProblem

DeveloptheResearchPlan

CollecttheInformation

AnalyzetheInformation

PresenttheFindings

MaketheDecision

© Qian XU

1.1Developtheresearchplan

Qualitative

Observationalresearch

Focusgroup ...

Quantitative

Experimentalresearch

Correlationaldata ...

© Qian XU Shaya’A Othman

© Qian XU

Whycausality>description/correlation?

•Knowtheworld•Predicttheworld•Manipulatetheworld

© Qian XU

1.2 Collecttheinformation

Opinion Behavior

© Qian XU

1.2.1 Whybehavior>opinion?

ConsumerpreferencesTheydon’tknow Theyknow

Don’twanttotellyou

Can’ttellyou

Whatyoucanknow

© Qian XU

Minisurvey

t.im/1c9sw

© Qian XU

Results:

21.5%

4.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

PercentageOthercheating Selfcheating

© Qian XU

1.2.2 Methodstogettrueopinions

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

© Qian XU

1.3Feedbacks

•Doesappearancematter?

appearance

trust

helpingempathy

© Qian XU

ConnectingwithCustomers

Obtain Retain

© Qian XU

Part2ObtainCustomers

© Qian XU

2.Howtoobtaincustomers

© Qian XU

2.1ConsumerPsychology

© Qian XU

2.1KeyPsychologicalProcesses

Motivation

Perception

LearningEmotions

Memory

© Qian XU

2.1.1KeyPsychologicalProcesses:Motivation

Motivation

Perception

LearningEmotions

Memory

© Qian XU

2.1.1Motivation

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

© Qian XU

2.1.1.1Freud’sandunconsciousness

• Psychoanalysis• Psychologicalforcesshapepeople’sbehaviorunconsciously.• Example:

• Youforgottoattendmylecturetoday.

• Youmusthatemeormylectures.

© Qian XU

2.1.1.2Maslow’shierarchies

© Qian XU

2.1.1.3Herzberg’sMotivator-HygieneTheory(Two-factortheory)

•Motivator•Givepositivesatisfaction

•Hygiene•Don’tgivesatisfaction,butdissatisfactionresultsfromtheirabsence.

© Qian XU

Motivator-HygieneTheory

Car Clock

Hygiene Round wheel Punctuality

Motivator Sensor Loud

© Qian XU

2.1.2KeyPsychologicalProcesses:Perception

Motivation

Perception

LearningEmotions

Memory

© Qian XU

2.1.2.1 Perception

Wanghong (网红)effect

© Qian XU

Perceptionisreality.

© Qian XU

Whichcoffeetastesbetter?

© Qian XU

Placeboeffectsinmarketing

☕50RMB

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

Solvepuzzles

© Qian XU

2.1.2.2 Sensorymarketing

• Touch• Smell• Sound• Taste• Vision

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

© Qian XU

TouchChangesindefinitionofgoodfoamByUnileverpersonalwashdepartment

10yearsago:Airy

5 yearsago:Creamy

Recently:Bouncy

© Qian XU

Sound

•Minicase:K11

Product Soundsluxury Classicsports Popfood Rocklobby Naturalsounds(breeze,

bird, etc.)

© Qian XU

Smell

Smell FeelVanilla HappyGrass Young

Whitecamellia Graceful

© Qian XU

AnAppleMacscent

• TheplasticiPhonehasthesamesmellasthealuminumMacBook

• AirAromacompany

© Qian XU

Ambientscentincreasesslotmachineearningsby45%

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

© Qian XU

2.1.3 KeyPsychologicalProcesses:Learning

Motivation

Perception

LearningEmotions

Memory

© Qian XU

2.1.3Learning

•Classicconditioning•Operantconditioning

© Qian XU

2.1.3.1Classicconditioning

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

• Pavlov’sdog

© Qian XU

© Qian XU

Minicase:ToyotaRAV4

Nothing

© Qian XU

Minicase:ToyotaRAV4

Happy

© Qian XU

Minicase:ToyotaRAV4

Happy

© Qian XU

Minicase:ToyotaRAV4

Happy

© Qian XU

2.1.3.2Operantconditioning

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

• Skinner’srat

© Qian XU

© Qian XU

Positivereinforcement

© Qian XU

Negativereinforcement

© Qian XU

Extinction

© Qian XU

2.1.4KeyPsychologicalProcesses:Emotions

Motivation

Perception

LearningEmotions

Memory

© Qian XU

Debate:Shallwemarryforloveormoney?

•Youareansweringthequestionwithyouremotionnotyourrationality.

© Qian XU

Dualsystemtheory

•Kahneman &Tversky•Peopleprocessemotionsfasterthanreasons.

Emotion

Rationality

Recommendedreading:Thinkingfastandslow

© Qian XU

Emotionappealad:Budweiser

© Qian XU

Emotionappealad:Theforce,Passat

© Qian XU

2.1.5KeyPsychologicalProcesses:Memory

Motivation

Perception

LearningEmotions

Memory

© Qian XU

Memory

•Memorysystem•Brandassociation

© Qian XU

BeconsciousaboutassociationsOneteachingbuildingatTsinghuaUniversityisnamedafterJeanswest.

Clothesofthebrandareacasualstyledesignedforyoungpeopleandsoldatlowprices.

© Qian XU

Howabout?

© Qian XU

© Qian XU

Badassociation

© Qian XU

2.2Consumercharacteristics

© Qian XU

2.2.1Consumercharacteristics

Cultural

Social

Personal

© Qian XU

2.2.1Culturalfactors

westernvs.eastern

© Qian XU

Howtoexpressyourself

© Qian XU

peoplerelationship:simplevscomplex

© Qian XU

Howtolineup

© Qian XU

soundinrestaurant

© Qian XU

duringthetravel

© Qian XU

infrontofproblem

© Qian XU

dailylifeoftheold

© Qian XU

Evenwithinthewesternculture

© Qian XU

2.2.2Consumercharacteristics

Cultural

Social

Personal

© Qian XU

2.2.2Socialfactors

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

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

© Qian XU

30RMB

© Qian XU

60RMB

© Qian XU

120RMB

© Qian XU

SJTU-10RMB

© Qian XU

2.2.3Consumercharacteristics

Cultural

Social

Personal

© Qian XU

2.2.3Personalfactors

Actualself

IdealselfOthers’self

© Qian XU

Actualselfvs.idealself

© Qian XU

Actualselfvs.others’self

© Qian XU

Bestmakeupintheworld

© Qian XU

Part3Exampleoftermprojects

© Qian XU

Quantitative:Correlationaldata

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

© Qian XU

Results

05101520253035404550

1 2 3 4 5

Responses

Emotion Valence

Replies

© Qian XU

Results

01020304050607080

1 2 3 4 5

Responses

Emotion Valence

Likings

© Qian XU

Results

01020304050607080

1 2 3 4 5

Responses

Emotion Valence

Replies Likings

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

© Qian XU

Conclusions

•Expressingpositiveemotions(正能量)promotesbothrepliesandlikings.

•Positiveemotionspromotesmorelikingsthanreplies.

© Qian XU

Aftertheclass

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

•Recommendedreadings