consumer behavior da-1
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Consumer
Behavior-1Consumer Behavior BackgroundDanny Abramovich
Marketing Plan Specialist
1. Management
2. Marketing
3. Research
4. Segmentation5. Consumer Behavior
6. Creativity
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0. Course Introduction, Main Topics
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0. Course Introduction, Main Topics
Management, Marketing, Research
Segmentation, Consumer Behavior
Cre8ivity
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0. Course Introduction, Main Topics
Management
Marketing
ResearchSegmentation
Consumer Behavior
Creativity
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0. Course Introduction, Schedule
1. Management
2. Marketing
3. Research4. Segmentation
5. Consumer Behavior
6. Creativity
part
1
part
2
part3
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0. Course Introduction, Methodology
Danny Abramovich
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Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
C r e a t i v i t y
0. Course Introduction, Methodology
Danny Abramovich
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0. Course Introduction, Why CB?
Most marketing decisions & regulations
are based on CB assumptions.
Most marketing practices that aredesigned to influence CB, do influence
the firm, the individual & the society.
CB theory provides management with
many proper questions to ask.
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0. Course Introduction, its all about
ORVIHABE
ERUMNSCO
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0. Course Introduction, its all about
OR
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0. Course Introduction, its all about
OR
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0. Course Introduction, its all about
OR
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0. Course Introduction!
CB is taught since 1970s
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1. Management4 Definition
1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity
Management is . . .
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1. Management4 Definition
Planning
Executing
Controlling
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Management
1. Management4Methodology
Danny Abramovich
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards & procedures
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards
is a mental image of a
possible and desirablefuture that is realistic,credible, and attractive.
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards
A world in which buyers
and sellers can conductcommerce anywhere,anytime, and in anyway they choose.
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards
Mobility expanding
into new areaslife goes mobile.
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards
is concerned with the
firms choice of business,markets and activities, thus
it defines the overall scope
and direction of the
business (Kay, 1996).
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards
The basis of our daily
commitment is to ensurethe sustainable and
profitable growth of the
company, while always
observing balance andfinancial transparency.
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards
We work to help
people and businesses
throughout the world
realize their full
potential.
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards & procedures
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1. Management4 Introduction
Vision
Strategy
Tactics
Standards & procedures
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1. Management4 Introduction
Planning
Executing
Vision Controlling Strategy
Tactics
Standards & procedures
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1. Management4 Business Plan
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1. Management4 Business Plan
B u s i n e s s P l a n
Financial
Plan
Marketing
Plan
Operational
Plan
HR
Plan
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1. Management!
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Course Main Topics
Management
Marketing
ResearchSegmentation
Consumer Behavior
Creativity
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2. Marketing4 Definition
1. Management 4. Segmentation
2. Marketing 5. Consumer Behavior3. Research 6. Creativity
Marketing is . . .
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2. Marketing4 Definition
Marketing is the social and managerial
process by which individuals and
groups obtain what they need and want
through creating and exchanging
products and value with others.
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2. Marketing4 Evolution
Production orientation
Can we make it?
Selling orientationCan we sell what we make?
Marketing orientation
Can we determine what consumers want
that we can make and sell profitably?
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Management
Marketing
2. Marketing4Methodology
Danny Abramovich
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2. Marketing Plan4 Definition
Marketing Plan is . . .
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2. Marketing Plan4 Definition
A Marketing Plan is a written
document containing description and
guidelines for an organizations or a
products marketing strategies, tactics
and programs - for offering their
products and services over the defined
planning period, often one year.
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2. Marketing Plan: No short-cuts!
Give a man a fish
and he eats for a
day, teach him to
fish and he eats
every day.
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2. Marketing Plan: No short-cuts!
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2. Marketing Plan: 4X4 Structure
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2. Marketing & Marketing Plan!
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Course Main Topics
Management
Marketing
ResearchSegmentation
Consumer Behavior
Creativity
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3. Research4 Definition
1. Management 4. Segmentation2. Marketing 5. Consumer Behavior
3. Research 6. Creativity
Consumer Research (CR) is . . .
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Management
Marketing
Marketing Research
3. Consumer Research4Methodology
Danny Abramovich
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3. Consumer Research4 Content
Definition
Research Approaches
Secondary Data
Primary Research Methods Projective Techniques
Types of Survey Questions
Sampling Techniques
Upgrading Consumer Information
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3. Consumer Research
Definition
The systematic gathering,recording and analyzing of
data that yields information
about the motives and needsof consumers, in order to be
able to influence marketing
planning, execution & control.
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3. Consumer Research
Definition
Research Approaches
4Positivism, Interpretivism
A CB research approachthat focuses on consumerdecision making (objectivity).
Positivism
Interpretivism
A CB research approachthat focuses on the act ofconsuming rather than onthe act of buying (subjectivity).
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Positivist ApproachPositivist Approach
ObjectiveObjective
PredictionPrediction
IndependentIndependent
Real CauseReal Cause
SeparationSeparation
Interpretivist ApproachInterpretivist Approach
SociallyConstructed
SociallyConstructed
UnderstandingUnderstanding
ContextualContextual
Simultaneous
Shaping
SimultaneousShaping
InteractionInteraction
3. Consumer Research
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3. Consumer Research
Definition
Research Approaches
4Comparison
Complexity:no single rightor wrong
Rationality:objective-single reality
Nature
(General)
qualitative &quantitative
quantitativeMethodology
understandpredictGoal (CB)
often notgeneralized
to largerpopulations
can begeneralized
to largerpopulations
Findings
Interpreti-
vism
Positi-
vism
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3. Consumer Research
Definition Research approaches
Secondary data
Non-proprietary
data
Proprietary
data
Company
records
ExternalInternal
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3. Consumer Research
Definition Research approaches
Secondary data4Advantages/ disadvant.
- quality of data
- limited to desk
research.
+ availability
+ inexpensive
+ may shed light
on the matter.
DisadvantagesAdvantages
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods
Personal
Focus Group
Controlled
Experiments
Interviews
Direct/ Indirect
e.g. ethnograph
vs. garbology
Mail @ *
Phone: e.g. CATI
or omnibus
ObservationsSurveys
CATI = Computer Assisted Telephone Interview
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods4Desk vs. Field Research
- Interviews 1:1
- Observations- Focus Groups
- Experiments
- Surveys
FieldDesk
@ * (
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods4Quantitative vs. Qual.
- Interviews
- Focus Groups- Experiments
Q ?
- Surveys
- Observations
y?
QualitativeQuantitative
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods
Projective techniques
Research proceduresdesigned to identifyconsumers subconscious
perceptions & motivations:- Word association- Sentence completion or
- Third person description
- Psychodrawing
Bubble
drawing
preparing for a holiday:
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods
Projective techniques4Example
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods Projective techniques
Types of survey Questions
Veto-criteria Q?
Closed format Q?
Open format Q?
Demographic Q?
Keep It Short
& Simple
KISS
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods Projective techniques Types of survey questions
Sampling techniques
Non-probability Sample
Systematic Sample
Population (universe)
Probability SampleSimple Random Quota
Census
Cluster
Judgment
Convenience
mp
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods Projective techniques Types of survey questions
Sampling techniques (ex.1)
Non-probability Sample
Systematic Sample
Population (universe)
Probability SampleSimple Random
Example:
call every
n
th
personin the phone book.
mp
S
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g
i
a
n
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods Projective techniques Types of survey questions
Sampling techniques (ex.2)
Non-probability Sample
Systematic Sample
Population (universe)
Probability SampleSimple Random
the total
group that
the marketerwants to study.
mp
S
l
g
i
a
n
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods Projective techniques Types of survey questions
Sampling techniques (ex.3) mp
S
l
g
i
a
Quota
Census
Cluster
Judgment
Convenience
When different segments
are represented in
the total sample.n
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods Projective techniques Types of survey questions
Sampling techniques (ex.4) mp
S
l
g
i
a
Quota
Census
Cluster
Judgment
Convenience
When it is difficult to
ask too many ns,
everybody in selected
areas (clusters) is
being asked.
n
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3. Consumer Research
Definition Research approaches
Secondary data
Primary research methods Projective techniques Types of survey questions Sampling techniques (ex.)
Upgrading Consumer Info. Customer
Relationship Mgt.
CRM
MarketingInformation Sys.
MIS
Consumer
Research (data)
CR
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3. Consumer Research4MIS
Sales by customer
Sales by salesperson
Sales by productOperational
databases
Databases
of validtransactions
for each
TPS
Transaction
processing
systems
(TPS)
Businesstransactions
Marketing
MIS
Databases of
external data
Databases of
internal data
Marketing Decision
Support System
(DSS)
Marketing
Expert System
(ES)
Marketing
applications
databases
Pricing report
Total service calls
Customer satisfaction
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3. Consumer Research4CRM & e-CRM
Is managingconsumer
research
information
complex?
Modern Corporate Information Technology
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Knowledge/ContentKnowledge/Content
ManagementManagement
LogisticsLogistics
FinanceFinance
IndustryIndustry--SpecificSpecificSolutionsSolutions
LegacyLegacySystemsSystems
VoiceVoice
(IVR, ACD)(IVR, ACD)
EE--MailMail
DirectDirectInteractionInteraction
SalesSalesAutomationAutomation
MarketingMarketingAutomationAutomation
Mobile SalesMobile Sales
(Prod. CFG)(Prod. CFG)
FieldField
ServiceService
Portal/Portal/ExtranetExtranet
EDIEDI
EE--MailMail
SuppliersSuppliers InternalInternal CustomersCustomers
FinancialFinancial
Data MartData Mart
HRHR
Data MartData Mart
ProductProductData MartData Mart
ClosedClosed--Loop ProcessingLoop Processing
(EAI Toolkits, ETLM tools,(EAI Toolkits, ETLM tools,
Embedded Mobile Agents)Embedded Mobile Agents)
CustomerCustomer
Data MartData Mart
OrderOrder
Data MartData Mart
System toSystem toSystemSystem
Supplie
rInteraction
Custome
rInteraction
Operational
SCMSCM
ERPERP
CRMCRM
ConferencingConferencing
WebWebStorefrontStorefront
CollaborativeCollaborativePlanningPlanning
ConferencingConferencing
ManufacturingManufacturingExecutionExecution
WarehouseWarehouse
ManagementManagement
TransportationTransportationManagementManagement
TransportationTransportationPlanningPlanning
DistributionDistributionPlanningPlanning
SupplySupplyPlanningPlanning
ManufacturingManufacturingPlanningPlanning
EE--BusinessBusinessAnalytical
OrderOrderManagementManagement
ServiceServiceAutomationAutomation
Web/Web/
IntranetIntranet
HumanHumanResourcesResources
ManuManu--facturingfacturing
DemandDemandPlanningPlanning
IntelligenceIntelligence
ProductProduct
LifecycleLifecycle
AnalyzeAnalyze
DesignDesign
BuildBuild
DeliverDeliver
DataDataWarehouseWarehouse
Modern Corporate Information TechnologyInfrastructure and e-CRM
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3. Consumer Research!
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Course Main Topics
Management
Marketing
ResearchSegmentation
Consumer Behavior
Creativity
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Part Two out of Six
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