This presentation is about consumer research as a preparatory phase to consumer behavior. Besides planning a vision, strategy, tactics and standards, consumer reserch is introduced. Terms such as internal or external research, primary and secondary research are involved in addition to projective techniques, questionnaires, samples, sampeling, etc.

1. Consumer Behavior-1 Consumer Behavior Background Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior 6. Creativity

2. 0. Course Introduction, Main Topics

3. 0. Course Introduction, Main Topics M anagement, M arketing, R esearch S egmentation, C onsumer Behavior C re8ivity

4. 0. Course Introduction, Main Topics Management Marketing Research Segmentation Consumer Behavior Creativity

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

6. 0. Course Introduction, M e t h o d o l o g y © Danny Abramovich

7. 0. Course Introduction, M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavior C r e a t i v i t y © Danny Abramovich

8. 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.

9. 0. Course Introduction , it’s all about  OR VI HA BE ER UM NS CO

10. 0. Course Introduction , it’s all about  M OR G VI N HA I BE T ER E UM K NS R CO A

11. 0. Course Introduction , it’s all about  M M E OR G T VI N N HA I E BE T M ER E G UM K A NS R N CO A A

12. 0. Course Introduction , it’s all about  M M E  OR G T VI N N HA I E BE T M ER E G UM K A NS R N CO A A

13. 0. Course Introduction! CB is taught since 1970’s

14. 1. Management  Definition 1. Management 4. Segmentation 2. Marketing 5. Consumer Behavior 3. Research 6. Creativity Management is . . .

15. 1. Management  Definition  Planning  Executing  Controlling

16. 1. Management  M e t h o d o l o g y Management © Danny Abramovich

17. 1. Management  Introduction  Vision  Strategy  Tactics  Standards & procedures

18. 1. Management  Introduction  Vision  Strategy  Tactics  Standards i s a mental image of a possible and desirable future that is realistic, credible, and attractive.

19. 1. Management  Introduction  Vision  Strategy  Tactics  Standards A world in which buyers and sellers can conduct commerce anywhere, anytime, and in any way they choose.

20. 1. Management  Introduction  Vision  Strategy  Tactics  Standards M obility expanding into new areas… … life goes mobile.

21. 1. Management  Introduction  Vision  Strategy  Tactics  Standards

22. 1. Management  Introduction  Vision  Strategy  Tactics  Standards i s concerned with the firm’s choice of business, markets and activities, thus it defines the overall scope and direction of the business (Kay, 1996).

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

24. 1. Management  Introduction  Vision  Strategy  Tactics  Standards W e work to help people and businesses throughout the world realize their full potential.

25. 1. Management  Introduction  Vision  Strategy  Tactics  Standards & procedures

26. 1. Management  Introduction  Vision  Strategy  Tactics  Standards & procedures

27. 1. Management  Introduction  Planning  Executing  Vision  Controlling  Strategy  Tactics  Standards & procedures

28. 1. Management  Business Plan

29. 1. Management  Business Plan B u s i n e s s P l a n Financial Plan Marketing Plan Operational Plan HR Plan

30. 1. Management!

31. Course Main Topics Management Marketing Research Segmentation Consumer Behavior Creativity 

32. 2. Marketing  Definition 1. Management 4. Segmentation 2. Marketing 5. Consumer Behavior 3. Research 6. Creativity Marketing is . . .

33. 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 .

34. 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 ? ”

35. 2. Marketing  M e t h o d o l o g y Management Marketing © Danny Abramovich

36. 2. Marketing P lan  Definition Marketing Plan is . . .

37. 2. Marketing P lan  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 .

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 .

39. 2. Marketing Plan : No short-cuts!

40. 2. Marketing Plan : 4X4 Structure

41. 2. Marketing & Marketing Plan!

42. Course Main Topics Management Marketing Research Segmentation Consumer Behavior Creativity  

43. 3. Research  Definition 1. Management 4. Segmentation 2. Marketing 5. Consumer Behavior 3. Research 6. Creativity Consumer Research (CR) is . . .

44. 3. Consumer Research  M e t h o d o l o g y Management Marketing Marketing Research © Danny Abramovich

45. 3. Consumer Research  Content  Definition  Research Approaches  Secondary Data  Primary Research Methods  Projective Techniques  Types of Survey Questions  Sampling Techniques  Upgrading Consumer Information

46. 3. Consumer Research  Definition T he systematic gathering, recording and analyzing of data that yields information about the motives and needs of consumers , in order to be able to influence marketing planning, execution & control .

47. 3. Consumer Research  Definition  Research Approaches  Positivism, Interpretivism A CB research approach that focuses on consumer decision making (objectivity) . Positivism Interpretivism A CB research approach that focuses on the act of consuming rather than on the act of buying (subjectivity) .

48. 3. Consumer Research P ositivist Approach Objective Prediction Independent Real Cause Separation I nterpretivist Approach Socially Constructed Understanding Contextual Simultaneous Shaping Interaction

49. 3. Consumer Research  Definition  Research Approaches  Comparison Complexity: no single right or wrong Rationality: objective-single reality Nature (General) qualitative & quantitative quantitative Methodology understand predict Goal (CB) often not generalized to larger populations can be generalized to larger populations Findings Interpreti-vism Positi- vism

50. 3. Consumer Research  Definition  Research approaches  Secondary data N on-proprietary data P roprietary data C ompany records E xternal I nternal

51. 3. Consumer Research  Definition  Research approaches  Secondary data  Advantages/ disadvant. - quality of data - limited to desk research. + availability + inexpensive + may shed light on the matter. D isadvantages A dvantages

52. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods CATI = C omputer A ssisted T elephone I nterview P ersonal F ocus Group Controlled Experiments Interviews D irect/ Indirect e.g. e thnograph vs. g arbology M ail @  P hone: e.g. CATI or omnibus Observations Surveys

55. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods  Projective techniques Research procedures designed to identify consumer’s subconscious perceptions & motivations : - Word association … - Sentence completion or - Third person description … - Psychodrawing Bubble drawing “ preparing for a holiday”:

56. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods  Projective techniques  Example

57. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods  Projective techniques  Types of survey Q uestions Veto-criteria Q ? Closed format Q ? Open format Q ? Demographic Q ? K eep I t S hort & S imple KISS

58. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods  Projective techniques  Types of survey questions  Sampling techniques Non-probability Sample Systematic Sample Population (universe) Probability Sample Simple Random Quota Census Cluster Judgment Convenience m p S l g n i a

59. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods  Projective techniques  Types of survey questions  Sampling techniques (ex. 1) Non-probability Sample S ystematic Sample Population (universe) Probability Sample Simple Random Example: call every “ n” th person in the phone book. m p S l g i a “ n”

60. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods  Projective techniques  Types of survey questions  Sampling techniques (ex. 2) Non-probability Sample Systematic Sample P opulation (universe) Probability Sample Simple Random the total group that the marketer wants to study. m p S l g i a “ n”

61. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods  Projective techniques  Types of survey questions  Sampling techniques (ex. 3) m p S l g i a Q uota Census Cluster Judgment Convenience When different segments are represented in the total sample. “ n”

62. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods  Projective techniques  Types of survey questions  Sampling techniques (ex. 4) m p S l g i a Quota Census C luster Judgment Convenience When it is difficult to ask too many “n” s, everybody in selected areas (clusters) is being asked. “ n”

63. 3. Consumer Research  Definition  Research approaches  Secondary data  Primary research methods  Projective techniques  Types of survey questions  Sampling techniques (ex.)  Upgrading Consumer Info. Customer Relationship Mgt. CRM Marketing Information Sys. MIS Consumer Research ( data ) CR

64. 3. Consumer Research  MIS

65. 3. Consumer Research  CRM & e-CRM Is managing consumer research information complex ?

66. Knowledge/Content Management Logistics Finance Industry- Specific Solutions Legacy Systems Voice (IVR, ACD) E-Mail Direct Interaction Sales Automation Marketing Automation Mobile Sales (Prod. CFG) Field Service Portal/ Extranet EDI E-Mail Suppliers Internal Customers Financial Data Mart HR Data Mart Product Data Mart Customer Data Mart Order Data Mart System to System Supplier Interaction Customer Interaction Operational SCM ERP CRM Conferencing Web Storefront Collaborative Planning Conferencing Manufacturing Execution Warehouse Management Transportation Management Transportation Planning Distribution Planning Supply Planning Manufacturing Planning E-Business Analytical Order Management Service Automation Web/ Intranet Human Resources Manu- facturing Demand Planning Intelligence Product Lifecycle Analyze Design Build Deliver Data Warehouse Modern Corporate Information Technology Infrastructure and e-CRM Closed-Loop Processing (EAI Toolkits, ETLM tools, Embedded Mobile Agents)

67. 3. Consumer Research!

68. Course Main Topics Management Marketing Research Segmentation Consumer Behavior Creativity   

69. Part Two out of Six