Académique Documents
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Behavior-1
Consumer Behavior Background
Management. 1
2. Marketing
Research. 3 Danny Abramovich
Segmentation. 4
Consumer Behavior. 5
Marketing Plan Specialist
6. Creativity
1
0. Course Introduction, Main Topics
2
0. Course Introduction, Main Topics
Management, Marketing, Research
6 © Danny Abramovich
0. Course Introduction, Methodology
Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
Creativity
7 © Danny Abramovich
0. Course Introduction, Why CB?
Most marketing decisions & regulations
are based on CB assumptions.
Most marketing practices that are
designed to influence CB, do influence
the firm, the individual & the society.
CB theory provides management with
many proper questions to ask.
8
0. Course Introduction, it’s all about
CO NS UM ER
BE HA VI OR
9
0. Course Introduction, it’s all about
CO NS UM ER
M A R K E
BE HA VI OR
T I N G
10
0. Course Introduction, it’s all about
CO NS UM ER
M A R K E
M A N A G
BE HA VI OR
T I N G
E M E N T
11
0. Course Introduction, it’s all about
CO NS UM ER
M A R K E
M A N A G
BE HA VI OR
T I N G
E M E N T
12
0. Course Introduction!
Management is . . .
1. Management 4. Segmentation
14 2. Marketing 5. Consumer Behavior
3. Research 6. Creativity
1. Management Definition
Planning
Executing
Controlling
15
1. Management Methodology
Management
16 © Danny Abramovich
1. Management Introduction
Vision
Strategy
Tactics
Standards & procedures
17
1. Management Introduction
Standards
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1. Management Introduction
19
1. Management Introduction
20
1. Management Introduction
Vision
Strategy
Tactics
Standards
21
1. Management Introduction
22
1. Management Introduction
24
1. Management Introduction
Vision
Strategy
Tactics
Standards & procedures
25
1. Management Introduction
Vision
Strategy
Tactics
Standards & procedures
26
1. Management Introduction
Planning
Executing
Vision Controlling
Strategy
Tactics
Standards & procedures
27
1. Management Business Plan
28
1. Management Business Plan
Business Plan
29
1. Management!
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Course Main Topics
Management
Marketing
Research
Segmentation
Consumer Behavior
Creativity
31
2. Marketing Definition
Marketing is . . .
1. Management 4. Segmentation
32 2. Marketing 5. Consumer Behavior
3. Research 6. Creativity
2. Marketing Definition
33
2. Marketing Evolution
Production orientation
“Can we make it?”
Selling orientation
“Can we sell what we make?”
Marketing orientation
“Can we determine what consumers want
that we can make and sell profitably?”
34
2. Marketing Methodology
Management
Marketing
35 © Danny Abramovich
2. Marketing Plan Definition
Marketing Plan is . . .
36
2. Marketing Plan Definition
A Marketing Plan is a written
document containing description and
guidelines for an organization’s or a
product’s marketing strategies, tactics
and programs - for offering their
products and services over the defined
planning period, often one year.
37
2. Marketing Plan: No short-cuts!
Give a man a fish
and he eats for a
day, teach him to
fish and he eats
every day.
38
2. Marketing Plan: No short-cuts!
39
2. Marketing Plan: 4X4 Structure
40
2. Marketing & Marketing Plan!
41
Course Main Topics
Management
Marketing
Research
Segmentation
Consumer Behavior
Creativity
42
3. Research Definition
1. Management 4. Segmentation
43 2. Marketing 5. Consumer Behavior
3. Research 6. Creativity
3. Consumer ResearchMethodology
Management
Marketing
Marketing Research
44 © Danny Abramovich
3. Consumer Research Content
Definition
Research Approaches
Secondary Data
Primary Research Methods
Projective Techniques
Types of Survey Questions
Sampling Techniques
Upgrading Consumer Information
45
3. Consumer Research
The systematic gathering,
recording and analyzing of
Definition
data that yields information
about the motives and needs
of consumers, in order to be
able to influence marketing
planning, execution & control.
46
3. Consumer Research
A CB research approach
that focuses on consumer
Definition decision making (objectivity).
Research Approaches Positivism
Positivism, Interpretivism
Interpretivism
A CB research approach
that focuses on the act of
consuming rather than on
the act of buying (subjectivity).
47
3. Consumer Research
PPositivist
ositivist Approach
Approach IInterpretivist
nterpretivist Approach
Approach
Socially
Socially
Objective
Objective Constructed
Constructed
Prediction
Prediction Understanding
Understanding
Independent
Independent Contextual
Contextual
Simultaneous
Simultaneous
Real
RealCause
Cause Shaping
Shaping
Separation
Separation Interaction
Interaction
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3. Consumer Research
Positi- Interpreti-
vism vism
Nature Rationality: Complexity:
Definition (General) objective- no single right
Research Approaches single reality or wrong
Comparison
Goal (CB) predict understand
Methodology quantitative qualitative &
quantitative
Findings can be often not
generalized to generalized to
larger larger
populations populations
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3. Consumer Research
Internal External
50
3. Consumer Research
Advantages Disadvantages
+ availability - quality of data
Definition
Research approaches + inexpensive - limited to desk
Secondary data
Advantages/ disadvant. + may shed light research.
on the matter.
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3. Consumer Research
Surveys Observations
Mail @ Direct/ Indirect
Definition
Research approaches
Phone: e.g. CATI e.g. ethnograph
Secondary data or omnibus vs. garbology
Primary research methods
Interviews
Controlled
Personal
Focus Group Experiments
52
CATI = Computer Assisted Telephone Interview
3. Consumer Research
Desk Field
Definition
- Surveys - Interviews 1:1
Research approaches
Secondary data
- Observations
@
Primary research methods - Focus Groups
Desk vs. Field Research
- Experiments
53
3. Consumer Research
Quantitative Qualitative
Definition
- Surveys - Interviews
Research approaches
Secondary data - Observations - Focus Groups
Primary research methods - Experiments
Quantitative vs. Qual.
? ?
54
3. Consumer Research
Research procedures
designed to identify
Definition
Research approaches consumer’s subconscious
Secondary data
Primary research methods perceptions & motivations:
Projective techniques
- Word association… Bubble
Definition
Research approaches
Secondary data
Primary research methods
Projective techniques
Example
56
3. Consumer Research
Veto-criteria Q?
Definition
Research approaches
Secondary data
Closed format Q?
Primary research methods
Projective techniques Open format Q?
Types of survey Questions
Demographic Q?
Keep It Short
& Simple
KISS
57
3. Consumer Research
Non-probability Sample g
Systematic Sample n
Definition
Research approaches
Population (universe) i
Secondary data Probability Sample
Primary research methods
Projective techniques Simple Random lQuota
Types of survey questions p Census
Sampling techniques
m Cluster
a Judgment
S Convenience
58
3. Consumer Research
Non-probability Sample g
Systematic Sample “n”
Definition
Research approaches
Population (universe) i
Secondary data Probability Sample
Primary research methods
Projective techniques Simple Random l
Types of survey questions p Example:
Sampling techniques (ex. 1)
m call every
a “n”th person
S in the phone book.
59
3. Consumer Research
Non-probability Sample g
Systematic Sample “n”
Definition
Research approaches
Population (universe) i
Secondary data Probability Sample
Primary research methods
Projective techniques Simple Random l
Types of survey questions p the total
Sampling techniques (ex. 2)
m group that
a the marketer
S wants to study.
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3. Consumer Research
When different segments g
are represented in “n”
Definition the total sample. i
Research approaches
Secondary data
Primary research methods
Projective techniques
l Quota
Types of survey questions p Census
Sampling techniques (ex. 3)
m Cluster
a Judgment
S Convenience
61
3. Consumer Research
When it is difficult to g
ask too many “n”s, “n”
Definition everybody in selected i
Research approaches
Secondary data areas (clusters) is
Primary research methods
Projective techniques
being asked. lQuota
Types of survey questions p Census
Sampling techniques (ex. 4)
m Cluster
a Judgment
S Convenience
62
3. Consumer Research
CR Consumer Research
(data)
Definition
Research approaches
Secondary data
Primary research methods
MIS Marketing
Projective techniques
Types of survey questions
Information Sys.
Sampling techniques (ex.)
Upgrading Consumer Info. CRM Customer
Relationship Mgt.
63
3. Consumer Research MIS
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3. Consumer ResearchCRM &e-CRM
Is managing
consumer
research
information
complex?
65
Modern Corporate Information
Technology Infrastructure and e-CRM
Suppliers Internal Customers
Analyze
Product
System to SCM Lifecycle Deliver Design
CRM Voice
System Build
(IVR, ACD)
Demand Service
Planning Automation
ERP
Supplier Interaction
Customer Interaction
Collaborative Manufacturing
Planning Execution Distribution Industry- Marketing
Legacy Order
Planning Specific Automation Conferencing
Systems Management
Solutions
Supply Sales
Warehouse Automation
E-Mail Planning Manu- Human
Management Logistics
facturing Resources
Web
Manufacturing Storefront
Planning Mobile Sales
Portal/ Transportation Web/ (Prod. CFG)
Finance
Extranet Management Intranet
Transportation
Planning Field
Operational Service E-Mail
EDI
Closed-Loop Processing
(EAI Toolkits, ETLM tools,
Embedded Mobile Agents) Direct
Interaction
Conferencing
Knowledge/Content
Management
Data
Warehouse
Intelligence
67
Course Main Topics
Management
Marketing
Research
Segmentation
Consumer Behavior
Creativity
68
Part Two out of Six
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