marketing: helping buyers buy - · pdf filemarketing: helping buyers buy ... - personal...
TRANSCRIPT
*
*Chapter
Thirteen
Marketing:
Helping
Buyers Buy
Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*What is
Marketing?
• Marketing -- The activity, set of institutions and
processes for creating, communicating, delivering,
and exchanging offerings with value for customers,
clients, partners, and society at large.
WHAT’S MARKETING?
LG1
13-2Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*What is
Marketing?
• The management process that brings
goods and services from concept to the
customer.
WHAT’S MARKETING?
LG1
13-3Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*What is
Marketing?
• Marketing today involves helping the buyer buy
through:
- Websites that help buyers find the best price,
identify product features, and question sellers.
FOCUS of CONTEMPORARY
MARKETINGLG1
- Blogs and social
networking sites that
cultivate consumer
relationships.
13-4Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Lance Fried was an electrical engineer who went
into business after he built a waterproof MP3
player.
FIND A NEED AND FILL ITSpotlight on Small Business
• Focused his marketing plan on
small surf shops instead of large
stores.
• Now, Fried attends trade shows
and runs a website to help sell
more products.
13-5Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Evolution
of Marketing
• Production Era
• Selling Era
• Marketing Concept Era
• Customer Relationship
Era
FOUR ERAS MARKETING
LG1
13-6Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Evolution
of Marketing
• The general philosophy was
“Produce what you can
because the market is
limitless.”
• After mass production, the
focus turned from production
to persuasion.
The PRODUCTION and
SELLING ERASLG1
13-7Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Evolution
of Marketing
• After WWII, a consumer spending boom
developed.
• Businesses knew they needed to be responsive
to consumers if they wanted their business.
The MARKETING CONCEPT ERA
LG1
13-8Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Evolution
of Marketing
• The Marketing Concept includes three parts:
1. Customer Orientation -- Finding out what
customers want and then providing it.
2. Service Orientation -- Making sure everyone in
an organization is committed to customer
satisfaction.
3. Profit Orientation -- Focusing on the goods and
services that will earn the most profit.
APPLYING the
MARKETING CONCEPT LG1
13-9Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Evolution
of Marketing
• Customer Relationship Management (CRM) --Learning as much as you can about customers and
doing what you can to satisfy or exceed their
expectations.
• Organizations seek to enhance customer
satisfaction building long-term relationships.
• Today firms use CRM that allow customers to
build a relationship with the suppliers.
The CUSTOMER
RELATIONSHIP ERALG1
13-10Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Nonprofit marketing tactics include:
NONPROFIT MARKETINGNonprofit
Organizations
and Marketing
LG1
- Fundraising
- Public Relations
- Special Campaigns
- Ecological practices
- Changing public opinions and
attitudes
- Increasing organizational
membership
13-11Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Nonprofit marketing strategies include:
- Determine the firm’s goals and objectives.
- Focus on long-term marketing.
- Find a competent board of directors.
- Exercise strategic planning.
- Train and develop long-term volunteers.
- Carefully segment the target market.
MARKETING STRATEGIES for
NONPROFITS
Nonprofit
Organizations
and Marketing
LG1
13-12Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Designing a
Product to Meet
Consumer
Needs
• Product -- A good, service, or
idea that satisfies a consumer’s
want or need.
• Test Marketing -- Testing
product concepts among
potential product users.
• Brand Name -- A word, letter,
or a group of words or letters
that differentiates one seller’s
goods from a competitor’s.
DEVELOPING a PRODUCT
LG2
13-13Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Setting an
Appropriate
Price
• Pricing products depends on many factors:
- Competitors’ prices
- Production costs
- Distribution
- High or low price strategies
• Middlemen are important in place strategies
because getting a product to consumers is
critical.
PRICING and
PLACING a PRODUCTLG2
13-14Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Developing an
Effective
Promotional
Strategy
• Promotion -- All the techniques sellers use to
inform people about their products and motivate them
to purchase those products.
• Promotion includes:
- Advertising
- Personal selling
- Public relations
- Viral marketing
- Sales promotions
PROMOTING the PRODUCT
LG2
13-15Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Progress
Assessment
• What does it mean to “help the buyer buy?”
• What are the three parts of the marketing
concept?
• What are the Four P’s of the Marketing Mix?
PROGRESS ASSESSMENT
13-16Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Providing
Marketers with
Information
• Marketing Research -- Analyzing markets to
determine challenges and opportunities, and finding
the information needed to make good decisions.
• Research is used to identify products consumers
have used in the past and what they want in the
future.
• Research uncovers market trends and attitudes
held by company insiders and stakeholders.
SEARCHING for INFORMATION
LG3
13-17Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Marketing
Research
Process
1. Defining the problem or opportunity and
determining the present situation.
2. Collecting research data.
3. Analyzing the data.
4. Choosing the best solution and implementing it.
FOUR STEPS in the MARKETING
RESEARCH PROCESSLG3
13-18Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Defining the
Question and
Determining the
Present Situation
• What’s the present situation?
• What are the alternatives?
• What information is needed?
• How should the information be
gathered?
DEFINING the PROBLEM or
OPPORTUNITYLG3
13-19Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Collecting
Data
• Secondary Data -- Existing data that has
previously been collected by sources like the
government.
COLLECTING SECONDARY
RESEARCH DATALG3
• Secondary data incurs no
expense and is usually
easily accessible.
• Secondary data doesn’t
always provide all the
needed information for
marketers.13-20
Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Collecting
Data
• Primary Data -- In-depth information gathered by
marketers from their own research.
• Telephone, online and mail surveys, personal
interviews, and focus groups are ways to collect
primary data.
COLLECTING PRIMARY
RESEARCH DATALG3
13-21Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Collecting
Data
• Focus Group -- A group of people who meet under
the direction of a discussion leader to communicate
opinions.
FOCUS GROUPS
LG3
13-22Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Analyzing the
Research Data
• Marketers must turn data into useful information.
• Must use their analysis to plan strategies and
make recommendations.
ANALYZING the DATA and
IMPLEMENTING the DECISIONLG3
• Finally, marketers
must evaluate their
actions and
determine if further
research is needed.
13-23Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Analyze customer needs and satisfaction.
• Analyze current markets and opportunities.
• Analyze the effectiveness of marketing strategies.
• Analyze marketing process and tactics currently
used.
• Analyze the reasons for goal achievement or
failure.
KEY BENEFITS of MARKETING
RESEARCHLG3
Analyzing the
Research Data
13-24Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Conduct informal consumer surveys.
WAYS to FIND OUT WHAT
CONSUMERS THINKLG3
Analyzing the
Research Data
• Host a customer focus
group.
• Listen to competitor’s
customers.
• Survey your sales force.
• Become a “phantom”
customer.
13-25Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Marketing
Environment
• Environmental Scanning -- The process of
identifying factors that affect marketing success.
• Factors involved in the environmental scan
include:
- Global factors
- Technological factors
- Sociocultural factors
- Competitive factors
- Economic factors
SCANNING the MARKETING
ENVIRONMENTLG4
13-26Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Marketing
EnvironmentThe MARKETING ENVIRONMENT
LG4
13-27Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Always be customer-focused.
• Benchmark against the best firms.
• Continuously improve performance.
• Develop the best value package.
• Empower your employees.
• Focus on relationship building.
• Goal achievement is the reward.
The ABC’s of MARKETING
LG4
The Marketing
Environment
13-28Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Highly knowledgeable and informated.
• Internationally minded and internet savvy
• Just in time reliability and resourcefulness.
• Key concepts and language ability.
• Leadership and innovation.
• Managing resources, internal and external.
• Never stay still but embrace changes
The ABC’s of MARKETING
LG4
The Marketing
Environment
13-29Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Openmindness and originality.
• Planner, programmatic, progressive,
promoting, participative
• Qualitative in output against quantitative
inputs.
• Ready to learn and challenge yourself
• Strategic in screening, searching, selecting,
selling ideas and information.
• Tactical and thoughtful about consequences
of your marketing.
• Never stay still but embrace changes
The ABC’s of MARKETING
LG4
The Marketing
Environment
13-30Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Unique in originality and Universal in Communication.
• Value diversity and cultural differences as the
foundations of your marketing career
• Xtra efforts lead to extraordinary results and
performances. Be the X factor
• Winning is all that matters in the marketing war
• Yields and returns are perfect KPI of
marketingtrategic in screening, searching, selecting,
selling ideas and information.
• Zero competition is not good but do not allow
the competition to reduce you to zero
The ABC’s of MARKETING
LG4
The Marketing
Environment
13-31Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Progress
Assessment
• What are the four steps in the marketing research
process?
• What’s environmental scanning?
• What factors are included in environmental
scanning?
PROGRESS ASSESSMENT
13-32Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Two Different
Markets:
Consumer and
B2B
• Market – people with unsatisfied wants and needs
who are willing and able to buy.
• Consumer Market -- All the people that want to
buy goods and services for personal use.
• Business-to-Business (B2B) – Businesses buy
things to make money. (Make other things or sell,
rent, or supply to others)
The CONSUMER and
B2B MARKETLG4-5
13-33Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Consumer
Market
• Who can I sell my products to? Companies must
decide which groups they want to serve.
• Market Segmentation -- Divide the total market
into groups of people that are similar.
• Target Marketing -- Choose the segments the
company will serve so it can make a profit.
MARKETING to CONSUMERS
LG5
13-34Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Segmenting
the Consumer
Market
1. Geographic Segmentation -- Dividing the
market by cities, counties, states, or regions.
• Big city – medium city – small city – town – village
• Cold place – hot place
• Northeast – Coast – Southeast – Southwest – West
– Central
SEGMENTING the CONSUMER
MARKETLG5
13-35Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Segmenting
the Consumer
Market
2. Demographic Segmentation -- Dividing the
market by age, income, education, etc..
* This is the most common way to segment the market
• Kids - teens – college – adults – middle age – old
• Rich – upper middle – middle – lower middle – poor
• College – high school – middle – illiterate (Can’t read)
SEGMENTING the CONSUMER
MARKETLG5
13-36Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Segmenting
the Consumer
Market
3. Psychographic Segmentation -- Dividing the
market by group values, interests, and opinions.
Psych- = Mind
• Healthy lifestyle – exercise, food
• Travel and adventure
• Love new technology
• Habits – teahouse/ma jiang
SEGMENTING the CONSUMER
MARKETLG5
13-37Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Segmenting
the Consumer
Market
4. Benefit Segmentation -- Dividing the market
according to product benefits the customer wants.
• Comfort / Service / Speed
• Safety / Style / Reliability
• Carry people & things / Low cost to use
SEGMENTING the CONSUMER
MARKET LG5
13-38Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Segmenting
the Consumer
Market
5. Volume (Usage) Segmentation -- Dividing the
market by how much they use the product.
• Heavy user
• Moderate user
• Light user
• Don’t’ use
SEGMENTING the CONSUMER
MARKET LG5
13-39Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Reaching
Smaller Market
Segments
• Niche Marketing – Find a small but profitable
market segments and make products for them.
MARKETING to
SMALL SEGMENTSLG5
• One-to-One
Marketing--Developing something
unique (独特) for each
consumer.
13-40Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Moving Toward
Relationship
Marketing
• Mass Marketing -- Developing
products and promotions to
please large groups of people.
• Relationship Marketing– No
mass production. Custom-made
goods and services for
customers.
MASS MARKETING vs.
RELATIONSHIP MARKETINGLG5
13-41Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*
• Effective relationship marketing is built on:
• Open communication
• Consistently reliable service
• Staying in contact with customers
• Trust, honesty, and ethical behavior
• Showing that you truly care
KEYS to SUCCESSFUL
RELATIONSHIP MARKETINGLG5
Moving Toward
Relationship
Marketing
13-42Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Consumer
Decision-Making
Process
1. Problem recognition
2. Search for information
3. Evaluating alternatives
4. Purchase decision
5. Postpurchase evaluation
STEPS in the CONSUMER
DECISION-MAKING PROCESSLG5
13-43Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The CONSUMER DECSION MAKING
PROCESS AND OUTSIDE INFLUENCESLG5
The Consumer
Decision-Making
Process
13-44
Sellers
My
situation
My
mind
People
around me
Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Business-
to-Business
Market
• Learning
• Reference Groups
• Culture
• Subcultures
• Cognitive Dissonance
(Buyer’s remorse)
KEY FACTORS in CONSUMER
DECISION-MAKINGLG6
13-45Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Business-
to-Business
Market
• B2B marketers include:
- Manufacturers
- Wholesalers and retailers
- Hospitals, schools and charities
- Government
• Products are often sold and resold several times
before reaching final consumers.
BUSINESS-to-BUSINESS
MARKET (B2B)LG6
13-46Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*The Business-
to-Business
Market
• Fewer customers.
• Customers can be large buyers.
• Markets are geographically concentrated.
• Buyers are more rational than emotional.
B2B MARKET DIFFERENCES
LG6
• Sales are direct.
• Promotions focus
heavily on personal
selling.
13-47Visit https://grandemareopenseatoknowledge.wordpress.com/
*
*Progress
Assessment
• Define the terms consumer market and business-
to-business market.
• Name and describe five ways to segment the
consumer market.
• What’s niche marketing?
• What are four key factors that make B2B markets
different from consumer markets?
PROGRESS ASSESSMENT
13-48Visit https://grandemareopenseatoknowledge.wordpress.com/