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marketing 571 class presentation Summer/Fall 2009
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Mkt571.Augsep09.2.Slideshare
1.
2.
Welcome
3.
Marketing 571, Class
2 August / July 2009 Lawrence Linn
4.
Concept Review
5.
How is marketing
management both an art and a science?
6.
discuss How is marketing
management both an art and a science?
7.
8.
9.
Social
Economic Technology Competitive Regulatory
10.
11.
“ Define your
business by customer needs, not products “
12.
13.
14.
15.
Topic
Marketing Research
16.
• What do
you want to know? • Who do you ask?
17.
18.
19.
“Eight Arms to
Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
20.
“Eight Arms to
Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
21.
“Eight Arms to
Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
22.
“Eight Arms to
Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
23.
Research: The 5
Steps
24.
Research: The 5
Steps Problem Research Data Present Take Definition Plan Collection Findings Action
25.
Primary vs. Secondary
26.
Primary vs. Secondary
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Topic
Marketing Research
41.
Secondar y Internet
Research
42.
43.
Topic Buyer Behavior
44.
The Consumer Decision
Process
45.
The Consumer Decision
Process Problem Recognition
46.
The Consumer Decision
Process Problem Information Recognition Search
47.
The Consumer Decision
Process Problem Information Alternative Recognition Search Evaluation
48.
The Consumer Decision
Process Problem Information Alternative Purchase Recognition Search Evaluation Decision
49.
The Consumer Decision
Process Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
50.
51.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior “I want a car, but I have no money”
52.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior “I want a car, but I have no money”
53.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
54.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
55.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
56.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
57.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
58.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
59.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
60.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
61.
Post- Problem
Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
62.
63.
Topic
The rational Consumer
64.
The Rational Consumer
65.
The Rational Consumer
66.
The Rational Consumer
67.
68.
Topic
market segmentation
69.
How do we
service customers with varied needs?
70.
Age
71.
Sex
72.
Sex (Pat?)
73.
Race (who the hell
is this?)
74.
Behavior
75.
Segmentation gone wrong
76.
77.
Segmentation • Consumer segmentation
• Demographics, psychographics, behavioral • Benefits segmentation & needs-based segmentation • Business segmentation • Company size, industry, geography • Profitability of segments: 80 – 20 rule
78.
79.
80.
81.
82.
83.
84.
85.
86.
Desktop
Portable Business Power Mac G5 PowerBook Home iMac iBook
87.
Desktop
Portable Business Power Mac G5 PowerBook Home iMac iBook
88.
89.
90.
Topic
Perceptual mapping
91.
Perceptual Mapping? Start with Position
on x-y graph
92.
Perceptual Mapping? Start
with products classy Position on x-y graph conservative sporty practical
93.
Try other dimensions
wasteful small large fuel efficient
94.
Try other dimensions
Single Youth Mature Family
95.
(part I)
96.
Topic
Presentation skills workshop (part I)
97.
Top 12 Presentation
Resources
98.
99.
tech
100.
Draw a stick
figure on the white board
101.
interact Draw a stick
figure on the white board
102.
103.
Informal Drawings Work
Too
Notes de l'éditeur
examples: Railroads, Movies
The site originally featured tech “tips” that recommended calorie counting, finding recipes and watching cooking videos as ways for women to get the most from a laptop.
I just threw up in my mouth a little bit
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