8. 0. Course Introduction, Why CB?
Ÿ Most marketing decisions & regulations
are based on CB assumptions.
Ÿ Most marketing practices that are
designed to influence CB, do influence
the firm, the individual & the society.
Ÿ CB theory provides management with
many proper questions to ask.
8
18. 1. Management 4 Introduction
Ÿ Vision is a mental image of a
possible and desirable
Ÿ Strategy future that is realistic,
Ÿ Tactics credible, and attractive.
Ÿ Standards
18
19. 1. Management 4 Introduction
Ÿ Vision A world in which buyers
and sellers can conduct
Ÿ Strategy commerce anywhere,
Ÿ Tactics anytime, and in any
way they choose.
Ÿ Standards
19
22. 1. Management 4 Introduction
Ÿ Vision is concerned with the
firm’s choice of business,
Ÿ Strategy markets and activities, thus
Ÿ Tactics it defines the overall scope
and direction of the
Ÿ Standards business (Kay, 1996).
22
23. 1. Management 4 Introduction
Ÿ Vision The basis of our daily
commitment is to ensure
Ÿ Strategy the sustainable and
profitable growth of the
Ÿ Tactics company, while always
Ÿ Standards observing balance and
financial transparency.
23
24. 1. Management 4 Introduction
Ÿ Vision We work to help
Ÿ Strategy people and businesses
throughout the world
Ÿ Tactics realize their full
Ÿ Standards potential.
24
33. 2. Marketing 4 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
34. 2. Marketing 4 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
37. 2. Marketing Plan 4 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
38. 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
45. 3. Consumer Research 4 Content
Ÿ Definition
Ÿ Research Approaches
Ÿ Secondary Data
Ÿ Primary Research Methods
Ÿ Projective Techniques
Ÿ Types of Survey Questions
Ÿ Sampling Techniques
Ÿ Upgrading Consumer Information
45
46. 3. Consumer Research
The systematic gathering,
recording and analyzing of
Ÿ Definition
data that yields information
about the motives and needs
of consumers, in order to be
able to influence marketing
planning, execution & control.
46
47. 3. Consumer Research
A CB research approach
that focuses on consumer
Ÿ Definition decision making (objectivity).
Ÿ Research Approaches Positivism
4Positivism, Interpretivism
Interpretivism
A CB research approach
that focuses on the act of
consuming rather than on
the act of buying (subjectivity).
47
48. 3. Consumer Research
Positivist Approach
Positivist Approach Interpretivist Approach
Interpretivist Approach
Socially
Socially
Objective
Objective Constructed
Constructed
Prediction
Prediction Understanding
Understanding
Independent
Independent Contextual
Contextual
Simultaneous
Simultaneous
Real Cause
Real Cause Shaping
Shaping
Separation
Separation Interaction
Interaction
48
49. 3. Consumer Research
Positi- Interpreti-
vism vism
Nature Rationality: Complexity:
Ÿ Definition objective- no single right
Ÿ Research Approaches (General)
single reality or wrong
4Comparison
Goal (CB) predict understand
Methodology quantitative qualitative &
quantitative
Findings can be often not
generalized generalized
to larger to larger
populations populations
49
50. 3. Consumer Research
Internal External
Ÿ Definition Company Proprietary
Ÿ Research approaches
Ÿ Secondary data records data
Non-proprietary
data
50
51. 3. Consumer Research
Advantages Disadvantages
Ÿ Definition
+ availability - quality of data
Ÿ Research approaches
Ÿ Secondary data + inexpensive - limited to desk
4Advantages/ disadvant.
+ may shed light research.
on the matter.
51
52. 3. Consumer Research
Surveys Observations
Mail @ * Direct/ Indirect
Ÿ Definition
Ÿ Research approaches Phone: e.g. CATI e.g. ethnograph
Ÿ Secondary data
Ÿ Primary research methods or omnibus vs. garbology
Interviews
Personal
Controlled
Focus Group Experiments
52
CATI = Computer Assisted Telephone Interview
53. 3. Consumer Research
Desk Field
Ÿ Definition - Surveys - Interviews 1:1
Ÿ Research approaches
Ÿ Secondary data @* ( - Observations
Ÿ Primary research methods
4Desk vs. Field Research - Focus Groups
- Experiments
53
54. 3. Consumer Research
Quantitative Qualitative
Ÿ Definition - Surveys - Interviews
Ÿ Research approaches
Ÿ Secondary data - Observations - Focus Groups
Ÿ Primary research methods
4Quantitative vs. Qual. - Experiments
y? Q?
54
55. 3. Consumer Research
Research procedures
designed to identify
Ÿ Definition
Ÿ Research approaches consumer’s subconscious
Ÿ Secondary data
Ÿ Primary research methods perceptions & motivations:
Ÿ Projective techniques
- Word association… Bubble
drawing
- Sentence completion or
- Third person description…
- Psychodrawing
“preparing for a holiday”:
55
56. 3. Consumer Research
Ÿ Definition
Ÿ Research approaches
Ÿ Secondary data
Ÿ Primary research methods
Ÿ Projective techniques
4Example
56
57. 3. Consumer Research
Veto-criteria Q?
Ÿ Definition
Ÿ Research approaches Closed format Q?
Ÿ Secondary data
Ÿ Primary research methods
Ÿ Projective techniques Open format Q?
Ÿ Types of survey Questions
Demographic Q?
Keep It Short
& Simple
KISS
57
58. 3. Consumer Research
Non-probability Sample g
Systematic Sample n
Ÿ Definition Population (universe)
Ÿ Research approaches i
Ÿ Secondary data Probability Sample
Ÿ Primary research methods
Ÿ Projective techniques Simple Random l Quota
Ÿ Types of survey questions p Census
Ÿ Sampling techniques
m Cluster
a Judgment
S Convenience
58
59. 3. Consumer Research
Non-probability Sample g
Systematic Sample “n”
Ÿ Definition Population (universe)
Ÿ Research approaches i
Ÿ Secondary data Probability Sample
Ÿ Primary research methods
Ÿ Projective techniques Simple Random l
Ÿ Types of survey questions p Example:
Ÿ Sampling techniques (ex. 1)
m call every
a “n”th person
S in the phone book.
59
60. 3. Consumer Research
Non-probability Sample g
Systematic Sample “n”
Ÿ Definition Population (universe) i
Ÿ Research approaches
Ÿ Secondary data Probability Sample
Ÿ Primary research methods
Ÿ Projective techniques Simple Random l
Ÿ Types of survey questions p the total
Ÿ Sampling techniques (ex. 2)
m group that
a the marketer
S wants to study.
60
61. 3. Consumer Research
When different segments g
are represented in “n”
Ÿ Definition the total sample. i
Ÿ Research approaches
Ÿ Secondary data
Ÿ Primary research methods
Ÿ Projective techniques
l Quota
Ÿ Types of survey questions p Census
Ÿ Sampling techniques (ex. 3)
m Cluster
a Judgment
S Convenience
61
62. 3. Consumer Research
When it is difficult to g
ask too many “n”s, “n”
Ÿ Definition everybody in selected i
Ÿ Research approaches
Ÿ Secondary data areas (clusters) is
Ÿ Primary research methods
Ÿ Projective techniques
being asked. l Quota
Ÿ Types of survey questions p Census
Ÿ Sampling techniques (ex. 4)
m Cluster
a Judgment
S Convenience
62
63. 3. Consumer Research
CR Consumer
Ÿ Definition
Research (data)
Ÿ Research approaches
Ÿ Secondary data
Ÿ Primary research methods MIS Marketing
Ÿ Projective techniques
Ÿ Types of survey questions Information Sys.
Ÿ Sampling techniques (ex.)
Ÿ Upgrading Consumer Info.
CRM Customer
Relationship Mgt.
63
64. 3. Consumer Research 4 MIS
Marketing Decision
Databases of Databases of Support System
internal data external data (DSS)
Transaction
Business processing Databases
of valid
Marketing
transactions systems Marketing
(TPS)
transactions
for each
MIS applications
TPS databases
Sales by customer
Sales by salesperson Marketing
Expert System
Operational Sales by product
(ES)
databases Pricing report
Total service calls
Customer satisfaction
64
Figure 9.9
66. Modern Corporate Information Technology
Infrastructure and e-CRM
Suppliers Internal Customers
Analyze
Product Deliver Design
System to SCM Lifecycle CRM Voice
System Build
(IVR, ACD)
Demand Service
Planning Automation
ERP
Supplier Interaction
Customer Interaction
Collaborative Manufacturing
Planning Execution Distribution Industry-
Industry- Marketing
Legacy Order
Planning Specific Automation Conferencing
Systems Management
Solutions
Supply Sales
Warehouse Automation
E-Mail Planning Manu-
Manu- Human
Management Logistics
facturing Resources
Web
Manufacturing Storefront
Planning Mobile Sales
Portal/ Transportation Web/ (Prod. CFG)
Finance
Extranet Management Intranet
Transportation
Planning Field
E-Mail
Operational Service
EDI
Closed-Loop Processing
Closed-
(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
