Vous êtes sur la page 1sur 69

Consumer

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

Segmentation, Consumer Behavior


3 Cre8ivity
0. Course Introduction, Main Topics
Management
Marketing
Research
Segmentation
Consumer Behavior
Creativity
4
0. Course Introduction, Schedule
1. Management
part 2. Marketing
1
3. Research
part
4. Segmentation 2
5. Consumer Behavior
part
3 6. Creativity
5
0. Course Introduction, Methodology

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!

13 CB is taught since 1970’s


1. Management  Definition

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

 Vision is a mental image of a


possible and desirable
 Strategy future that is realistic,
 Tactics credible, and attractive.

 Standards

18
1. Management  Introduction

 Vision A world in which buyers


and sellers can conduct
 Strategy commerce anywhere,
 Tactics anytime, and in any
way they choose.
 Standards

19
1. Management  Introduction

 Vision Mobility expanding


into new areas…
 Strategy …life goes mobile.
 Tactics
 Standards

20
1. Management  Introduction

 Vision
 Strategy
 Tactics
 Standards

21
1. Management  Introduction

 Vision is concerned with the


firm’s choice of business,
 Strategy markets and activities, thus
it defines the overall scope
 Tactics
and direction of the
 Standards business (Kay, 1996).

22
1. Management  Introduction

 Vision The basis of our daily


commitment is to ensure
 Strategy the sustainable and
profitable growth of the
 Tactics company, while always
observing balance and
 Standards
financial transparency.
23
1. Management  Introduction

 Vision We work to help


 Strategy people and businesses
throughout the world
 Tactics realize their full
 Standards potential.

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

Financial Marketing Operational HR


Plan Plan Plan Plan

29
1. Management!

30
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

Marketing is the social and managerial


process by which individuals and
groups obtain what they need and want
through creating and exchanging
products and value with others.

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

Consumer Research (CR) is . . .

1. Management 4. Segmentation
43 2. Marketing 5. Consumer Behavior
3. Research 6. Creativity
3. Consumer ResearchMethodology
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
48
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

49
3. Consumer Research
Internal External

 Definition Company records Proprietary


 Research approaches
 Secondary data data
Non-proprietary
data

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.

51
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

- Sentence completion or drawing

- Third person description…


- Psychodrawing
“preparing for a holiday”:
55
3. Consumer Research

 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.
60
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

64
3. Consumer ResearchCRM &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

Financial HR Customer Order Product


Data Mart Data Mart Data Mart Data Mart Data Mart
66
E-Business
Analytical
3. Consumer Research!

67
Course Main Topics
Management
Marketing
Research
Segmentation
Consumer Behavior
Creativity
68
Part Two out of Six

69

Vous aimerez peut-être aussi