sesion 2 new trends in marketing a - fdjpkc.fudan.edu.cn
TRANSCRIPT
![Page 1: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/1.jpg)
© Qian XU
MarketingManagementSession2
QianXU,PhD.Spring,2017
![Page 2: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/2.jpg)
© Qian XU
Today’sagenda
•1. Review•2. Neuromarketing•3. Bigdata•4. Virtualreality•5. AbriefhistoryofMarketing
![Page 3: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/3.jpg)
© Qian XU
Part1Review
![Page 4: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/4.jpg)
© Qian XU
1.1Questionsrevisited
• Textbook:• BasicallyanyversionwrittenbyKotlerandKellerworks.
• Doesmarketingsatisfyvs.createneeds?• “Inspire”isbetter• Butinspiringisstillnotcreating
• e.g.,Iinspireyoutotryredwine=Iforceyoutotryredwine
• SlidesB(Before)vs.A(After)• e.g.,
![Page 5: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/5.jpg)
© Qian XU
1.2DefinitionofMarketing
• Identifyingandmeetinghumanandsocialneeds.
•Marketingvs.Advertising/Selling
![Page 6: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/6.jpg)
© Qian XU
1.3WhyisMarketingscientific?
•Empirical•Repeatable•Falsifiable
•e.g.,aliensdonotexit.
![Page 7: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/7.jpg)
© Qian XU
1.4Threemajorstreams
Strategy
ConsumerbehaviorModeling
![Page 8: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/8.jpg)
© Qian XU
Part2NeuroMarketing
![Page 9: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/9.jpg)
© Qian XU
Porschevs.FighterJet
![Page 10: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/10.jpg)
© Qian XU
2.1Whatisneuromarketing
•Neuroscience+Marketing
•Metrics:• fMRI(functionalmagneticresonanceimaging)•EEG(electroencephalography)
![Page 11: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/11.jpg)
© Qian XU
2.2Whydoweneedneuromarketing?
ConsumerpreferencesTheydon’tknow Theyknow
Don’twanttotellyou
Can’ttellyou
Whatyoucanknow
![Page 12: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/12.jpg)
© Qian XU
2.3Case:NewCoke,1985– 2002
![Page 13: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/13.jpg)
© Qian XU
2.3.1Background
• 1975 PepsiChallenge• 1982 Dietcoke• Apr.,1985 New coke• Jul.,1985Oldcokeback
60%
24%
0%
20%
40%
60%
80%
1945 1983
MarketshareofCocaCola
![Page 14: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/14.jpg)
© Qian XU
2.3.1 MarketresearchaboutNewCoke
•Tastetest:•>Pepsi•>OldCoke
•Focusgroup:•Themajoritywantedtobuyit•Asmallminority,about10–12%,feltangry
•SmallmarkettestatNewYork:•8%salesincrease
![Page 15: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/15.jpg)
© Qian XU
2.3.1 Disaster
•400,000lettersofcomplaint•14%salesincreaseforPepsioverthesamemonth•Peoplestartedtobuyoldcokeoverseas•US:thedeathofafamilymember• International:asignofAmericancapitalistdecadence
![Page 16: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/16.jpg)
© Qian XU
2.3.2 Whatwentwrong?
•Biasedresultsfromthetastetest•Biasedsampleoffocusgroup•Underestimatetheimportanceofbrand
![Page 17: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/17.jpg)
© Qian XU
2.3.3 Marketinghelps
•Tastetest:PepsiChallenge
•NeuroMarketing:fMRI
![Page 18: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/18.jpg)
© Qian XU
2.3.3.1Singleblindtastetest
![Page 19: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/19.jpg)
© Qian XU
2.3.3.1 Problems withsingleblind
•Theexperimenterswerebiased•Pepsiwasservedchilled,whilecokeatroomtemperature.
![Page 20: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/20.jpg)
© Qian XU
2.3.3.2 Doubleblindtastetest
![Page 21: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/21.jpg)
© Qian XU
2.3.3.2Still problem?
• Sipvs.abottle• Canpeoplereallytellthetastedifference?
![Page 22: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/22.jpg)
© Qian XU
2.3.3.3Peoplecan’ttellthedifference
![Page 23: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/23.jpg)
© Qian XU
Tastetestsintheclass
![Page 24: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/24.jpg)
© Qian XU
2.3.3.3Correctrate
45%
38%
30%
35%
40%
45%
50%
Coke Pepsi
Notsignificant
http://daily.jstor.org/the-coca-cola-wars-can-anybody-really-tell-the-difference/
![Page 25: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/25.jpg)
© Qian XU
2.3.4NeuroMarketinghelps
•UsingfMRI•Detectbrainareas for:
•Sensoryinformation:VMPFC(Ventromedialprefrontalcortex)•Rewardingsystem:DLPFC(Dorsolateralprefrontalcortex),hippocampus.
![Page 26: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/26.jpg)
© Qian XU
Inablindtastetest:VMPFC
CokePepsi
![Page 27: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/27.jpg)
© Qian XU McClure,etal.,NeuralCorrelatesofBehavioralPreferenceforCulturallyFamiliarDrinks,Neuron,(44),379-387
Withabrandcue
Lightupbeforetastingit
![Page 28: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/28.jpg)
© Qian XU
2.3.5Pepsivs.Coke
Tastevs.brand
WhatiftimewentbackforCocaCola?
![Page 29: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/29.jpg)
© Qian XU
CocaColalearns:newtastetest
![Page 30: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/30.jpg)
© Qian XU
2.3.6Assessingtheeffectivenessofads.
![Page 31: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/31.jpg)
© Qian XU
2.3.6Nowwitheye-trackingandEEG
![Page 32: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/32.jpg)
© Qian XU
Part3Bigdata
![Page 33: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/33.jpg)
© Qian XU
3.1What’snotbigdata
你是如何追《琅琊榜》的?大数据都告诉我们了!http://szcb.zjol.com.cn/news/201492.html
Whowatched“NirvanainFire”
![Page 34: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/34.jpg)
© Qian XU
3.2Bigdata
•Bigdata isatermfor datasets thataresolargeorcomplexthattraditional dataprocessing applicationsareinadequate(Wiki).
![Page 35: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/35.jpg)
© Qian XU
3.3Whatbigdatacanhelp?
•Scanneddata:Wal-Mart•Searchdata:google•Viewdata:alibaba•Mobiledata:wechat
![Page 36: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/36.jpg)
© Qian XU
3.3.1Wal-Mart'ssuccess
![Page 37: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/37.jpg)
© Qian XU
3.3.1.1Diaper-beer concurrency
•Men•between30- 40yearsinage•shopbetween5pmand7pmonFridays•purchaseddiapers•mostlikelytoalsohavebeerintheircarts.
http://canworksmart.com/diapers-beer-retail-predictive-analytics/
![Page 38: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/38.jpg)
© Qian XU
3.3.1.1Diaper-beer concurrency
![Page 39: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/39.jpg)
© Qian XU
3.3.2Movebeertodiaper
![Page 40: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/40.jpg)
© Qian XU
3.3.1.3Results
35%increaseinsalesof
bothdiaperandbeer
![Page 41: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/41.jpg)
© Qian XU
3.3.2Amazon:CreepybutAwesome!
![Page 42: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/42.jpg)
© Qian XU
3.3.3Moreapplications
• Facebookcanpredictyourrelationshipinaweek withabout33%accuracy.
• 7-Elevenpredictsfoodandbeveragedemandwithweatherinfo,andtheychangetheshelvesevery4-5days.
• Swipemorethan5,000RMBatone NewWorld(新天地)bar,youmay receiveaninvitationfromAudifora test-rundrive inoneweek.
![Page 43: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/43.jpg)
© Qian XU
3.4Problemaboutbigdata
•Privacy•Lackofcausallink…
![Page 44: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/44.jpg)
© Qian XU
3.4.1Trackyourprivacyleakage• Identifyyourselfasfollowing:
• OnceIgotacoldcall,“Hello,isthisMrs.TwitXU?”(请问是徐浪小姐么?)• Iknowwhosoldmycontact.
Website IDFacebook (人人网) FaceXU(徐人)Twitter(新浪微博) TwitXU(徐浪)Citibank(建设银行) City XU(徐建)
![Page 45: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/45.jpg)
© Qian XU
Part4VirtualReality
![Page 46: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/46.jpg)
© Qian XU
Howarchitectswork?
10 yearsago
![Page 47: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/47.jpg)
© Qian XU
Howarchitectswork?
Now
![Page 48: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/48.jpg)
© Qian XU
Howarchitectswork?
In5years
![Page 49: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/49.jpg)
© Qian XU
Howarchitectswork?
In5years
![Page 50: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/50.jpg)
© Qian XU
Howarchitectswork?
In8years
![Page 51: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/51.jpg)
© Qian XU
Howarchitectswork?
Someday
![Page 52: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/52.jpg)
© Qian XU
4.1Definition:VirtualReality(VR)
• Computer technologiesthatuse software togeneratetherealisticimages,soundsandothersensationsthatreplicatearealenvironment,andsimulateauser'sphysicalpresenceinthisenvironment.
![Page 53: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/53.jpg)
© Qian XU
4.2TypesofVR
•Virtualreality•Augmentedreality•Mixedreality
Advanced
![Page 54: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/54.jpg)
© Qian XU
4.2.1VirtualReality(VR)
![Page 55: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/55.jpg)
© Qian XU
4.2.2AugmentedReality(AR)
![Page 56: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/56.jpg)
© Qian XU
4.2.3MixedReality(MR)
![Page 57: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/57.jpg)
© Qian XU
4.3Applications
•Education•Entertainment•Demonstration•Virtualpresent…
![Page 58: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/58.jpg)
© Qian XU
4.3.1Research:MotorControlLab
HeightandSelf-esteem
![Page 59: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/59.jpg)
© Qian XU
4.4Twomostimportanttechnologies
Spacetechnology Virtual
reality
Three-body
![Page 60: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/60.jpg)
© Qian XU
4.4Oneconcernforhuman’sfuture
![Page 61: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/61.jpg)
© Qian XU
Part5ABriefHistoryofMarketing
![Page 62: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/62.jpg)
© Qian XU
5.1Fourstagesofmarketing
•Productmarketing•Massmarketing•Customized marketing•Masscustomizedmarketing
![Page 63: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/63.jpg)
© Qian XU
5.1.1Productmarketing
![Page 64: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/64.jpg)
© Qian XU
5.1.2Mass marketing
Ford,1908
![Page 65: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/65.jpg)
© Qian XU
5.1.2Customized marketing
Toyota,1940s
![Page 66: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/66.jpg)
© Qian XU
5.1.3Mass customized marketing
![Page 67: Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn](https://reader033.vdocuments.mx/reader033/viewer/2022043002/626b10a05e75a516ef70655a/html5/thumbnails/67.jpg)
© Qian XU
Afterclass
• Takeaseriousconsiderationaboutwhethertotakethiscourse.
• ReadthroughChapters1&2.• Nextweek:
• Takeattendance• Groupassignment• CaptureMarketingInsightsI