chapter 12 1 understanding the customer prepared by norm althouse university of calgary prepared by...
TRANSCRIPT
Ch
apte
r 12
1
Understanding the CustomerUnderstanding the Customer
Prepared byNorm Althouse
University of Calgary
Prepared byNorm Althouse
University of Calgary
Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
Learning Outcomes
2
1 Define marketing concept, and relationship marketing.
2 Show how managers create a marketing strategy.
3 Explain marketing mix.
4 Summarize how consumers and organizations make buying decisions.
5 List the five basic forms of market segmentation.
6 Identify how marketing research is used in marketing decision making.
7 List some of the trends in understanding the consumer.
Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
Marketing—The “Right” Principle
3
GettingThe “Right” Goods or Services
GettingThe “Right” Goods or Services
toThe “Right” People
toThe “Right” People
atThe “Right” Place, Time, and Price
atThe “Right” Place, Time, and Price
usingThe “Right” Promotion Techniques
usingThe “Right” Promotion Techniques
Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
Marketing
4Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
The Marketing Concept
Focusing on customer wants so the organization can distinguish its products from competitors’ offerings.
Integrating all of the organization’s activities to satisfy these wants.
Achieving long-term goals for the organization by satisfying customer wants and needs, legally and responsibly.
5Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
The Marketing Concept
6Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
Creating a Marketing Strategy
7
1. Understanding the External Environment
2. Defining the Target Market
3. Creating a Competitive Advantage
4. Developing a Marketing Mix
Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
The External Environment
8
EnvironmentalEnvironmentalScanningScanning
EnvironmentalEnvironmentalScanningScanning
Demographic ForcesDemographic Forces
Economic ForcesEconomic Forces
Technological ForcesTechnological Forces
Political & Legal ForcesPolitical & Legal Forces
Competitive ForcesCompetitive Forces
Social ForcesSocial Forces
Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
The Target Market
9
The specific group of consumers toward which a firm directs
its marketing efforts.
The specific group of consumers toward which a firm directs
its marketing efforts.Target MarketTarget Market
Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 10
The Product Life Cycle
INTRODUCTION
ACCELERATINGGROWTH
CONSTANTGROWTH
DECLININGGROWTH
DECLINE
MATURITY
SALESVOLUME
TIME
Ch
apte
r 12
Competitive Advantage
11Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
The Marketing Mix
12Copyright © 2011 by Nelson Education Ltd.
Product
Price
Place
Elements of Elements of thethe
Marketing MixMarketing Mix
““The Four Ps”The Four Ps”
Elements of Elements of thethe
Marketing MixMarketing Mix
““The Four Ps”The Four Ps”
Ch
apte
r 12
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13
Product Strategy
Brand namePackagingColoursWarrantyAccessoriesService program
““Product” --Product” --The “Heart” of The “Heart” of
thetheMarketing MixMarketing Mix
Ch
apte
r 12
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 14
Pricing Strategy
Based on demand for the product and the cost of producing it.
Also, special considerations can influence the price.
Ch
apte
r 12
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 15
Distribution Strategy (Place)
Creating the means (channels) by which a product flows
from the producer to the customer.
Ch
apte
r 12
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 16
Promotion Strategy
Personal sellingAdvertisingPublic relationsSales promotion
Ch
apte
r 12
Not-for-Profit Marketing
17Copyright © 2011 by Nelson Education Ltd.
Goals ofGoals ofSocialSocial
Marketing Marketing
Goals ofGoals ofSocialSocial
Marketing Marketing
Evaluate the relationship Evaluate the relationship between marketing between marketing
and societyand society
Evaluate the relationship Evaluate the relationship between marketing between marketing
and societyand society
Effect social changeEffect social changeEffect social changeEffect social change
Further social causesFurther social causesFurther social causesFurther social causes
Ch
apte
r 12
Consumer Decision-Making Process
18Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
Influences on Consumer Decision Making
19
Psychological InfluencesPsychological Influences
Individual Influences Individual Influences
Social FactorsSocial Factors
Cultural FactorsCultural Factors
Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
Types of Consumer Buying Decisions
20Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
The Business-to-Business Market
21
CharacteristicsCharacteristicsof theof the
Business-Business-to-Business to-Business
MarketMarket
CharacteristicsCharacteristicsof theof the
Business-Business-to-Business to-Business
MarketMarket Location of BuyersLocation of BuyersLocation of BuyersLocation of Buyers
Purchase VolumePurchase VolumePurchase VolumePurchase Volume
Number of CustomersNumber of CustomersNumber of CustomersNumber of Customers
Direct DistributionDirect DistributionDirect DistributionDirect Distribution
Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
22Copyright © 2011 by Nelson Education Ltd.
VolumeVolume Amount of use (light versus heavy)Amount of use (light versus heavy)
BenefitBenefit Benefits provided by the good or service Benefits provided by the good or service
GeographicGeographic Regional location, population density, city/county size, climateRegional location, population density, city/county size, climate
DemographicDemographic Age, education, gender, income, race, social class, household sizeAge, education, gender, income, race, social class, household size
Forms of Market Segmentation
Ch
apte
r 12
The Marketing Research Process
23
3. Collect the data3. Collect the data3. Collect the data3. Collect the data
2. Choose a method of research2. Choose a method of research2. Choose a method of research2. Choose a method of research
1. Define the Marketing Problem1. Define the Marketing Problem1. Define the Marketing Problem1. Define the Marketing Problem
4. Analyze the research data4. Analyze the research data4. Analyze the research data4. Analyze the research data
5. Make recommendations5. Make recommendations5. Make recommendations5. Make recommendations
Copyright © 2011 by Nelson Education Ltd.
Ch
apte
r 12
24
One-to-one Marketing One-to-one Marketing
Scanner-Based ResearchScanner-Based Research
Internet Marketing ResearchInternet Marketing Research
Copyright © 2011 by Nelson Education Ltd.
Loyalty CardsLoyalty Cards