marketing communication prerequisite

MarComwww.marketingPlanNOW.com1

MarketingCommunication

Prerequisite for MCPart ZERO out of Four

Danny AbramovichMarketing Plan Specialist

http://www.marketingPlanNOW.com


0. Course Introduction, Main Topics




ÇBehavior , Communication, MarCom

Integrated MarCom, Global IMCCre8ivity




Background: Consumer BehaviorHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC



Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

C r e a t i v i t y

0. Background: Consumer Behavior

© Danny Abramovich



1. Management 4 Introduction

ü Planningü Executing

ü Vision ü Controllingü Strategy ü Tacticsü Standards & procedures

1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity




ü Visionü Strategyü Tacticsü Standards

is concerned with the firm’s choice of business,

markets and activities, thus it defines the overall scope

and direction of the business (Kay, 1996).





We work to help people and businesses throughout the world

realize their full potential.





The basis of our daily commitment is to ensure

the sustainable and profitable growth of the company, while always observing balance and financial transparency.



1. Management 4 IntroductionThe basis of our daily

commitment is to ensurethe sustainable and

profitable growth of the company, while always observing balance and financial transparency.




your institution




ü Visionü Strategyü Tacticsü Standards & procedures



1. Management 4 Business Plan



1. Management 4 Business Plan

B u s i n e s s P l a n

FinancialPlan

MarketingPlan

OperationalPlan

HRPlan



2. Marketing Plan: 4X4 Structure




3. Consumer Research

ü Secondary data

Non-proprietary data

Proprietarydata

Company records

ExternalInternal





ü Secondary dataü Primary research methods

Personal: Expertor ConsumerFocus Group

ControlledExperiments

Interviews

Direct/ Indirect e.g. ethnographyvs. garbology

Mail @ *Phone: e.g. an omnibus survey

ObservationsSurveys




ü Secondary dataü Primary research methods4Desk vs. Field Research

- Interviews 1:1

- Observations- Focus Groups- Experiments

- Surveys

FieldDesk

@ * (




ü Secondary dataü Primary research methods4Quantitative vs. Qual.

- Interviews- Focus Groups- Experiments

Q?

- Surveys

- Observations

y?

QualitativeQuantitative




ü Secondary dataü Primary research methodsü Types of survey Questions

Veto-criteria Q?Closed format Q?

Open format Q?Demographic Q?

Keep It Short

& SimpleKISS



4. Segmentation 4 Definition

Segmentation is dividing a dividing a

market into distinct market into distinct groupsgroups

with with distinctdistinct needs, characteristics, or needs, characteristics, or behaviors, who might require separate behaviors, who might require separate marketingmarketing--mixesmixes..




4. Segmentation 4 Standards

üMeasurable: Size, purchasing power.ü Accessible: Can be reached and served. ü Substantial: Large & profitable enough.ü Differentiable: Can respond differently.ü Actionable: Effective programs can be

developed.



4. Segmentation 4 Strategies

Segmentation Strategies:- Mass marketing (undifferentiated)- Segmented marketing (differentiated)- Niche marketing (concentrated)- MicroMarketing

(Individual)

4



4. Segmentation 4 Strategies

Segmentation Strategies:

üP3±P3±P3P3lP2±P2±P2±±±P2

P1±P1±P1P1S3S2S1S3S2S1S3S2S1S3S2S1

MicroNicheSegmentedMass

Diff. Ps per ind. S

Diff. Ps to same S

Diff. Ps to diff. Ss

Same P to diff. Ss



4. Segmentation4MethodologyClassification

GeographyDemography

PsychographySociography

TechnographyBehavior

Added-value

SEGMENTATIONby…



4. Segmentation4Methodologies

By (the obvious)…By Mapping

By NeedsBy Lifestyle

By Loyally By Diffusion of Innovation

SEGMENTATIONüü



4. Segmentation4Methodology

SEG

MEN

TAT

ION

by

SEG

MEN

TAT

ION

by

SEG

MEN

TAT

ION

by

SEG

MEN

TAT

ION

by

SEG

MEN

TAT

ION

by

SEG

MEN

TAT

ION

by



5. Consumer Behavior4Def. by DA

Consumer Behavior?

Buying Behavior is all About Being & Having!

Behaving = Being

Behaving = Having1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity



5. CB 4 DefinitionConsumer

Behavior

How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.



5. CB 4 Definition, Summary



5. The A-B-C of CB

ü Cognition - what consumers Think?

ü Affection - how consumers Feel?

ü Behavior - what consumers Do?



5. What Affects CB?Cognitiont h i n k !

*Affection

f e e l !*

Behaviord o !

HOWdo

we…?

INFLUENCES



5. What Affects CB?

What Affects Consumer Behavior?

5.1 Psychological Core (Internal Process).

5.2 Decision Making Process.5.3 Consumer’s Culture (External Process).

5.4 Consumer Behavior Outcomes.

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes



5. What Affects CB?

Decision Making Process

Consumer Behavior Outcomes

Ø

Ú

Psychological CoreInternal Process

Consumer’s CultureExternal Process




5.1 Psychological Core

5.1.1. Perceptions5.1.2. Learning & Memory5.1.3. Motivation and Values5.1.4. Attitudes & Attitude Change5.1.5. The Self




5.1 Psychological CoreInternal-process

imuli

Sensory receptors Attention

InterpretationResponse

Perception

SENSATION

MEANING

sights

sounds

smells

tastes

textures

Positioning & Perception




Japan



Australia



France



Hawaï



India



Texas



London



Caribbean



USA




Motivation, Values

& Involvement

Types of Perceived Riskü Functionalü Financialü Physical/Safetyü Socialü Psychologicalü Time




5.1 Psychological Core

Perceived Riskü Functionalü Financial

ü Physical/Safetyü Social

ü Psychologicalü Time





Motivation, Values

& Involvement

Involvement – The level ofperceived personal importanceevoked by the stimuli within aspecific situation. These levels can vary from ‘inertia’; buying a baguette, to ‘passion’; buying a ticket to a concert

of a celebrity you worship.5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes




Motivation, Values

& Involvement

Measuring Involvement

Un-involvinginvolving5.

UnexcitingExciting4.

IrrelevantRelevant3.

InterestingBoring2.

UnimportantImportant1.

To me (object to be judged) is:





Motivation, Values

& Involvement

How often do you experience the following feelings as a result of eating chocolate?

Happy never _:_:_:_:_:_:_:_:_ very oftenExcited never _:_:_:_:_:_:_:_:_ very oftenDelighted never _:_:_:_:_:_:_:_:_ very oftenJoyous never _:_:_:_:_:_:_:_:_ very oftenSatisfied never _:_:_:_:_:_:_:_:_ very oftenProud never _:_:_:_:_:_:_:_:_ very oftenAnnoyed never _:_:_:_:_:_:_:_:_ very oftenDepressed never _:_:_:_:_:_:_:_:_ very oftenGuilty never _:_:_:_:_:_:_:_:_ very oftenRegretful never _:_:_:_:_:_:_:_:_ very often





Attitudes and

Attitude change

The ABC of attitudesü The Affective component (feel):

I feel good about myself when Idrive a BMW.

ü The Behavioral Component (act):I will buy a BMW next time.

ü The Cognitive Component (beliefs):I think BMWs are quality cars.




5.2 Decision Making Process

Decision-making-processProblem recognition

Information Search

Evaluation of Alternatives

Product Choice

Post Purchase Outcomes




5. What Affects CB?

Decision Making Process

Consumer Behavior Outcomes

Ø

Ú

Psychological CoreInternal Process

Consumer’s CultureExternal Process




Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

C r e a t i v i t y

Background: Consumer Behavior

© Danny Abramovich



Course Introduction, Main Topics

Background: Consumer BehaviorHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC

ü



0. Course Introduction!

Next Issue:ÇCommunication



MarketingCommunication

Prerequisite for MCPart ZERO out of Four

Danny AbramovichMarketing Plan Specialist


Chapter 1

communication