CASES OF MARKETING

Week 01 Course Introduction

Week 02 Course Overview (Chapter 1: The Nature of Marketing)

Week 03 Marketing in China (Chapter 2: The Global Marketing Environment)

Week 04 Psychology of Selling

(Chapter 3: Understanding Customer Behavior)

Week 05 No Class

Week 06 Neuromarketing

(Chapter 4: Marketing Research & Customer Insights)

Week 07 Pepsi vs Coke

(Chapter 5: Market Segmentation, Targeting & Positioning)

18:30 – 19:50 / 20:00 – 21:20, Sunday, 南校 G109

Marketing Research

Market-led companies recognise the need to be in touch with what is happening in the market place.

Market research can play a role in many different activities.

Market research helps companies to understand the needs and wants of the consumer and informs marketing planning decisions.

Global spend on marketing research is very significant.

Loyalty card schemes are used extensively by organizations to

build up databases of customers

Ad-hoc Research

focuses on a specific marketing

problem and involves the

collection of data at one point in

time from one sample of

respondents such as a

customer satisfaction study or

an attitude survey.

Continuous Research

involves conducting the same

research on the same sample

repeatedly to monitor the changes

that are taking place over time.

This form of research plays a key

role in assessing trends in the

market and one of the most

popular forms of continuous

research is the consumer panel.

Consumer behaviour

on websites can be

analysed using Google

Analytics

7

Descriptive or

causal

research

Exploratory

research

Report writing

and presentation

Data analysis and

interpretation

Data

collection stage

Research

proposal

Research

Brief

Initial

Contact

Begins by setting out the marketing problems

to be explored and a company’s research

objectives.

Marketing problems might be the need to

attract new customers.

Other information which will be required:

Background information e.g. company history

Sources of information e.g. list of potential

customers

The scale of the project

The timetable

Define the population

Search for sampling frame

Specify sampling method Determine sample size

Select the sample

Primary Data Collection

Observational research

Ethnographic research

Survey research

Experimental research

◇Mail, Telephone, and

Personal Interviewing

◇Focus Group Interviewing

◇Online Marketing Research

◇Online Focus Groups

◇Sampling Plan

Contact Methods

Focus Group Interview

Personal interviewing that

involves six to ten people to

gather for a few hours with a

trained interviewer to talk

about a product, service, or

organization. The interviewer”

focuses” the group discussion

on important issues.

Focus group interviews such as this one are a very popular form

of marketing research

Gathering a small group of

people online with a trained

moderator to chat about a

product, service, or organization

and gain qualitative insights

about consumer attitudes and

behavior.

Online Focus Group

Planning stage

Design stage

Pilot stage

Definition of the research

problem

Exploratory research

Information required

Definition of population

Target groups

Survey method

Planning stage

Design stage

Pilot stage

Ordering of topics

Type of question

Wording and instructions

Layout

Scaling

Probes and prompts

Coding

Planning stage

Design stage

Pilot stage

Pilot testing

Redesign

Final questionnaire

Planning stage

Design stage

Pilot stage

Planning

Stage

Planning

Pilot

Stage

Definition of the

research problem

Exploratory research

Information required

Definition of population

Target groups

Survey method

Ordering of topics

Type of question

Wording and instructions

Layout / Scaling

Probes and prompts

Coding

Pilot testing

Redesign

Final questionnaire

22

The Whiskas brand

used a play on

market research with

its famous slogan ‘8

out of 10 cats prefer

Whiskas’

23

Internal ad hoc

data

Marketing researchInternal continuous

data

The marketing

information system

(MkIS)

Environmental

scanning

Neuro marketing

“Neuromarketing is the application of neuroscience to marketing. Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subject’s response to specific products, packaging, advertising, or other marketing elements.”

What is Neuro-Marketing?

Neuro marketing

Neuro marketing

Neuro marketing

Neuro marketing

Rate this Lecturer as Excellent!

Neuro marketing

A 2000 study at Columbia University

Bigger selection did indeed cause more customers to stop and check it out – 60% vs. 40% for the limited selection.

While 30% of the customers presented with the limited selection made a purchase,

mere 3% of those who saw the extensive selection bought something

Too Much Choice?

Stanford & Caltech Study

People gets more pleasure from expensive wine

What is Neuro-Marketing?

Logic

Control

Language Language

Outer Brain（Neo-cortex）

Outer Brain

Temp Regulation

Sex

Emotions

Mid Brain

Survival

Food

Reptilian Brain

New Brain Thinks

Middle Brain Feels

Old Brain Decides

Three Brains – One Decision

Right Handed 9/10Left Handed 1/10

Analytical Thought

Logic

Language

Science

Math

Holistic Thought

Intuition

Creativity

Art & Music

Righty vs Lefty

Male Female

Hunter

Promiscuous

Protector

Homo-phobic

Gatherer

Monogamous

Sexual Difference

Self-Centered

Six Stimuli

Contrast

Tangible Input

The Beginning and the End

Visual Stimuli

Emotion

Homeless. PLEASE HELP.

What if YOU were Hungry?

Marketing Slogan

“Selling is emotional; justification is logical.”

Psychology of Purchase

Minimalist Menu – Hamburger or Hotdog w Fries

Power of FREE! – Free Dressings, Condiments

Five Guys

Setting Expectations Reader’s Choice” #1 Hamburger ‘99 thru ’08,–

Burger in Baltimore – ‘07, AOL City Guide

Social Approval – Review Décor

Five Guys

Sensory Selling – Fresh Potatoes stacked in front

Five Guys

A 2000 study at Columbia University

Bigger selection did indeed cause more customers to stop and check it out – 60% vs. 40% for the limited selection.

While 30% of the customers presented with the limited selection made a purchase,

mere 3% of those who saw the extensive selection bought something

Too Much Choice?