mba570.marapr09.class1

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MBA/570

Sustainable Customer Relationships

March / April 2008

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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

Agenda

Instructor introduction & background

Syllabus review, course policies & questions

The Brand Ladder

Break & learning team formation – 40 minutes

Exercise: create and execute an online survey

Exercise: “what is marketing?”

Review of course goals & major objectives

Review & discussion week 1 reading assignments

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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woof!

Your Facilitator

Lawrence Linn – Call me Larry

Various marketing roles for almost 20 years research, consulting, communications, strategy consumer, business to business, internet commerce

Current work involves part time consulting and various startup companies

M.S. / MBA in 1992 (at night)

Moved to valley in 2005

Single. . .except for Dixie the Wonder Dog

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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Class Survey: How Many…

Went to UOP/Axia for undergraduate work

Have graduated or will graduate in the next few months

Work in a consumer-facing organization

Work in a business-facing organization

Work in a marketing function or department

Have worked with a CRM system

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Syllabus Review

Syllabus posted in forums is guiding document

Attendance Miss one class – lose participation points Second missed class – dropped from course

Show consideration for you classmates, be on time

Learning teams, APA format

Late assignments & feedback

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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Syllabus Review

Always have your name cards out

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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How to Get an ‘A’

Read the assigned materials then do your assignment

Address each element of the assignment & rubric

Use headings, bullet points & diagrams

Research the topics by consulting and citing “outside” sources

Proof read for spelling, grammar and punctuation

Attend and participate in all classes and team meetings

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Understanding Marketing The Brand Ladder

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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Dinner break

Eat it if you got it! – Resume in 30 minutes

Form your learning teams after break

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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Exercise I

Interview a classmate – 5 minutes background, work, etc.

Introduce them briefly to the class

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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Exercise I – Who are you?

Break up into your teams

Go to www.surveymonkey.com

Signup for an account (one person per team is fine)

Create a survey with 5 questions and mail it to the other teams Under collect responses -> change settings

make sure you allow multiple responses per computer

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

http://www.surveymonkey.com/

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Exercise I – Who are you?

Team A: [email protected]

Team B: [email protected]

Team C: [email protected]

Team D: [email protected]

Team E: [email protected]

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

mailto:[email protected]



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Exercise II – What is marketing?

Break up into your teams

Two lists: what do marketers do? what corporate objectives are marketers responsible

for? how do they achieve those objectives?

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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What is marketing?

Marketing is not for the faint of heart

It’s not a direct science, so everyone is an expert!

Who they are Viewpoint

CEO, CFO They spend money. A cost center.

Sales They generate leads for me. They make brochures

Product development

They think they know my job but they just write “marketing fluff”

Marketing Marketing impacts and permeates every decision we make

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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Course Goals & Objectives

Develop the discipline of customer focus obsessive attention to who your customers and what

you’re really selling test, test, then test again

Develop your knowledge of customer relationship management and the processes of marketing

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

Workshop I Readings

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Workshop One Readings – Discussion

Environmental scanning

The consumer’s decision process

Evaluating the competitive landscape

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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Environmental Scanning What is it?

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

SOCIAL FORCES

Slide 3-18

• Demographics

Racial and Ethnic Diversity

• Multiracials

• Multicultural Marketing

• Regional Marketing

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FIGURE 3-4 Racial and ethnic concentrations in the United States (excluding whites)

SOCIAL FORCES

Slide 3-20

• Culture

The Changing Attitudes and Roles of Menand Women

• Value Consciousness

Changing Values

ECONOMIC FORCES

Slide 3-25

• Economy

• Macroeconomic Conditions

Gross Income

Disposable Income

• Consumer Income

Discretionary Income

TECHNOLOGICAL FORCES

Slide 3-30

• Technology

• Technology of Tomorrow

Recycling

Precycling

• Technology’s Impact on Customer Value

Example: “Green” Tech as selling point

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Memorex Thumb DriveWhat products might be replaced with this?

+Regulatory Forces Example

Too successful for their own good?

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The Consumer Decision Process

CONSUMER PURCHASEDECISION PROCESS

Slide 5-8

• Information Search: Seeking Value

Internal Search

External Search

• Personal Sources

• Public Sources

• Market-Dominated Sources

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FIGURE 5-2 Consumer Report’s evaluation of portable MP3-capable CD players


Slide 5-10

• Alternative Evaluation: Assessing Value

Evaluative Criteria

Consideration Set

• Purchase Decision: Buying Value

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FIGURE 5-A What new car buyers consider most important in deciding what new car to buy


Slide 5-12

• Purchase Decision: Buying Value

Cognitive Dissonance

• Postpurchase Behavior: Value in Consumption or Use


Slide 5-15

• Involvement and Problem-Solving Variations

Routine Problem Solving

Limited Problem Solving

• Situational Influences

Extended Problem Solving

Involvement and Marketing Strategy

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FIGURE 5-3 Comparison of problem-solving variations

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The Rational Consumer agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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Consumers Are Not Rational agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

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The Reptilian Brain agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR

Slide 5-39

• Personal Influence

Opinion Leadership

• Opinion Leaders

• Word of Mouth

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Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons?

http://www.omegawatches.com/

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FIGURE 5-C Word of mouth influence


Slide 5-44

• Family Influence

Consumer Socialization

Family Life Cycle

Family Decision Making

• Information Gatherer

• Influencer

• Decision Maker

• Purchaser

• User


Slide 5-47

• Social Class

African American Buying Patterns

Hispanic Buying Patterns

• Assimulated

• Nonassimulated

• Culture and Subculture

Asian American Buying Patterns

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Bonne Bell Cosmetics Why target the African American women market?

http://www.bonnebell.com/

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Target Why use Spanish language ads in the U.S.?

http://www.target.com/

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Consumer v. Organizational Markets Exercise: Compare Consumer v.

Organizational Buying decision

agenda

introductions

exercise 1

syllabus

dinner

exercise

course goals

readings

CHARACTERISTICS OF ORGANIZATIONAL BUYING

Slide 6-13

• Demand Characteristics

Derived Demand

• Size of the Order or Purchase

• Number of Potential Buyers

• Organizational Buying Objectives

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FIGURE 6-3 Key characteristics of organizational buying behavior

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FIGURE 6-A Key organizational buying criteria

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Next Week

Remember to create / post your Learning team Charter by Friday 6pm

Remember to review the rubric for the next assignment

mba570.marapr09.class1

Education

facing organization

goals amp

agenda exercise

agenda

agenda consumers

exercise

agenda

marketing