Chapter 3 Analyzing Marketing Opportunity Today you have to run faster to stay in the same place....
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Transcript of Chapter 3 Analyzing Marketing Opportunity Today you have to run faster to stay in the same place....
Chapter 3Analyzing Marketing Opportunity
Today you have to run faster to stay in the same place.
Philip Kotler
Learning Objectives
1. Gathering information and Measuring Market Demand.
2. Scanning the marketing environment.3. Analyzing consumer markets and buyer
behavior.
1. Gathering information and Measuring Market Demand.
MIS Marketing Research Process
MIS
People ,equipment,and procedures to gather,sort,analyze,evaluate, and distribute needed,timely,and accurate information to marketing decision makers.
MIS’s STRUCTURE(P132)
Internal databasesMarketing intelligenceMarketing researchInformation analysis
Marketing Research Process
Defining the problem and research objective Developing the research plan for collecting
information Implementing the research plan-collecting and
analyzing the data Interpreting and reporting the findings
Relative terms
Exploratory research Descriptive research Causal research Secondary data Primary data Online databases
Relative terms
observational research Survey research Single-source data system Experimental research Focus group interviewing Online marketing research
2.Marketing Environment
Microenvironment macroenvironment
Microenvironment
Company Suppliers Marketing intermediaries Customers Competitors public
Macroenvironment
Demographic Environment Economic Environment Natural Environment Technological Environmentl Political-Legal Environmentl Social-cultural Environment
Demographic Environment Worldwide Population GrowthPopulation Age MixEthnic MarketsEducational GroupsHousehold PatternsGeographical Shifts in Population
Economic Environment
Income distributionSavings, Debt, and Availability
Natural EnvironmentShortage of raw materialIncreased energy costsIncreased pollution levelChanging role of governments
Technological Environment
Accelerating Pace of Technological ChangeUnlimited Opportunities for InnovationVarying R&D BudgetsIncreased Regulation of Technological Changes
Political-Legal Environment
Legislation Regulating BusinessGrowth of Special-interest Groups
Social-cultural Environment
High Persistence of Core Cultural Values Existence of Subcultures Shifts of Secondary Cultural Values through Tim
3.Consumer Behavior
1. Major factors influencing buyer behavior2. The buying decision process3. The stages of the buying decision process4. Reference concepts
Reference concepts
Customer value and satisfaction Customer value Relationship marketing
(1)The major factors influencing buying behavior
Cultural factors Social factors Personal factors Psychological factors
Cultural factors
Culture Subculture Social class
Social class
Social classes are relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values ,interests, and behavior.
Social factors Reference groups Family Roles and statuses
Reference groups Reference groups consists of all the
groups that have a direct (face-to-face) or indirect influence on the person’s attitudes or behavior.
Groups having a direct influence on a person are called membership groups.(direct groups)
Indirect reference groups
Reference groups
Aspirational groups are those the person hopes to join.
Dissociative groups are those whose values or behavior an individual rejects.
Opinion leader is the person in informal product-related communications who offer advice or information about a specific product or product category.
Family Family procreation----one’s spouse
and children Types of Family
Types of Family Skippies(student-kids with income and
purchasing power) Mobys(mother old and baby young) Dinks(double income,no kids) Dewks(double income with kids) Puppies( 贫穷的城市职员) Woofs( 富裕的老人)
Roles and status
A person participates in many groups----family, club, organization.
The person’s position in each group can be defined in terms of role and status.
A role consists of the activities that a person is expected to perform.
Each person carried a status.
Personal factors Age and stage in the life cycle Occupation and economic
circumstances Lifestyle Personality and self-concept
Lifestyle A lifestyle is the person’s pattern of living in
the world as expressed in activities, interests, and opinion.
Lifestyle portrays the “whole person “ interacting with his or her environment.
Markerters search for relationships between their products and lifestyle groups.
VAL2 (value and lifestyles) Actualizers Fulfilled Achievers Experiences Believers Strivers Makers Stuggles
Personality and self-concept By personality, we mean distinguishing
psychological characteristics that lead to relatively consistent and enduring responses to environment.
Psychological factors Motivation Perception Learning Beliefs and attitude
让我们以 Anna Lee来说明这些影响因素 个人背景– 今年 32 岁,已婚– 广西人,毕业于中国名牌大学 -- 南京大学– 是一家跨国公司的市场发展经理(已在该公司任职
5 年)– 已在广州丽江花园拥有一套三居室– 中文名:李萍– 英文名: Anna Lee– 英文流利– 月入 8000 元
让我们以 Anna Lee来说明这些影响因素 个人背景– 今年 32 岁,已婚– 广西人,毕业于中国名牌大学 -- 南京大学– 是一家跨国公司的市场发展经理(已在该公司任职
5 年)– 已在广州丽江花园拥有一套三居室– 中文名:李萍– 英文名: Anna Lee– 英文流利– 月入 8000 元
The Cinema Two Week CycleThe Cinema Two Week CycleGoing to the movies is not a two hour event for Identity Builders it is Going to the movies is not a two hour event for Identity Builders it is
a complex planning and evaluating process that offers many oppa complex planning and evaluating process that offers many opportunities to marketer. ortunities to marketer.
Note in S.E. Asia markets cinema attendance by teens is among highest in theworld with an average of around one film a month.
The Day(6-7 hours)The Day(6-7 hours)
The Week before- picking the film, who to go with, where to see, when - PLANNING
Gettingto
the Venue
TheMovie
Eating, Malling, Getting home
The Week After -talking about the Day, assessing the film, the school yard discussion. -REVIEWING
2 hoursHanging Out all day with friend
AND THEN IT STARTS AGAINAND THEN IT STARTS AGAIN
(2) The buying decision process Buying roles Buying behavior Complex buying behavior Dissonance-reducing buyer behavior Habitual buying behavior Variety-seeking buying behavior
Anna Lee 会受到哪些因素的影响– 有 20 天的年假,准备去渡假。– 可选择的地方有:
澳洲 / 新西兰 泰国(普吉) 三亚 韩国 欧洲 九寨沟 大理 / 丽江 西藏 新疆
Analysis of Regular Blue Ribbon Drinkers
À¶´øÆ¡¾ÆÏû·ÑÕßÄêÁä·Ö²¼
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
×ÊÁÏÀ´Ô´:ÐÂÉú´úÊг¡¼à²â»ú¹¹
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-5455-5960-64
À¶´øÆ¡¾ÆÏû·ÑÕßÊÕÈë·Ö²¼
A.1000-1499
B.1500-1999
C.2000-2499
D.2500-2999
E.3000-3499
F.3500-3999
G.4000-4999
H.5000-5999
I.6000+
×ÊÁÏÀ´Ô´:ÐÂÉú´úÊг¡¼à²â»ú¹¹
1000-1444
1500-1999
2000-2499
DE
FGHI
¹ýÈ¥Ò»ÄêÔø¾ ºÈ¹ýÆ¡¾ÆµÄÈËÊý
×ÊÁÏÀ´Ô´:ÐÂÉú´úÊг¡¼à²â»ú¹¹
5.52
0.78
1.44
2.93
4.46
0.56
6.92
2.57 2.42
0.78
3.47
1.06
0
2000
4000
6000
8000
°ÙÍþ ³¯ÈÕ »¢ÅÆ ¼ÎÊ˲® À¶´ø ÷è÷ë Çൺ ÉúÁ¦ ÎåÐÇ Ï²Á¦ Ñྩ Öé½
Regional Breakdown
0
5
10
15
20
25
BEI
JIN
G
GU
AN
GZH
OU
SHA
NG
HA
I
CH
ENG
DU
CH
ON
GQ
ING
HA
NG
ZHO
U
NA
NJI
NG
QIN
GD
AO
HA
RB
IN
SHEN
ZHEN
XIA
MEN
XIA
N
CH
AN
GC
HU
N
CH
AN
GSH
A
Source: Millennium Study
Base: All Respondents
% P
rofil
e
Age/Sex Breakdown
0
10
20
30
40
50
60
70
MALE
FEMALE15
-1718
-1920
-2425
-2930
-3435
-3940
-4445
-4950
-5455
-5960
-64 65+
Source: Millennium Study
Base: All Respondents
% P
rofil
e
Educational/Family Position
0
10
20
30
40
50
60
70
UN
IV/C
OL/
POST
SEC
SEN
IOR
HIG
H
JUN
IOR
HIG
H
PRIM
AR
Y O
RB
ELO
W
SIN
GLE
/OTH
ERS
MA
RR
IED
WIT
H A
NY
UN
DER
15
WIT
HO
UT
AN
YU
ND
ER 1
5
SHO
PPIN
GD
ECIS
ION
MA
KER
HEA
D O
FH
OU
SEH
OLD
Source: Millennium Study
Base: All Respondents
% P
rofil
e
Household Income
0
5
10
15
20
25
UN
DER
RM
B50
0
RM
B50
0-59
9
RM
B60
0-69
9
RM
B70
0-79
9
RM
B80
0-89
9
RM
B90
0-99
9
RM
B10
00-1
099
RM
B11
00-1
199
RM
B12
00-1
299
RM
B13
00-1
399
RM
B14
00-1
499
RM
B15
00-1
699
RM
B17
00-1
999
RM
B20
00-2
499
RM
B25
00-2
999
RM
B30
00-3
499
RM
B35
00-3
999
RM
B40
00-4
999
RM
B50
00-5
999
RM
B60
00-6
999
RM
B70
00-7
999
RM
B80
00-8
999
RM
B90
00-9
999
RM
B10
000+
Source: Millennium Study
Base: All Respondents
% P
rofil
e
影响购买行为的主要因素 -- 心理因素
生理需要(饥饿、干渴)
安全需要(安全、保障)
社会需要(爱与归属感)
尊重需要(自尊、肯定、地位)
自我实现 需要(自我发展与实现)
(3)the stage of the buying decision process
Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
4.Business buyer behavior
Business Market Model of Business Buyer Behavior
Business market
Characteristics of Business markets(p213 Table6.1)
Derived demand
Derived demand
Business demand that ultimately comes from the demand for consumer goods.
Model of Business Buyer Behavior
(p217)
Business buying behavior
Straight rebuy Modified rebuy New task Systems buying
Participants in the business buying process
Buying centrer User Influencers Deciders gatekeepers
Major influences on business buyer behavior
Environmental Organizational Interpersonal Individual buyers
Discussion
1.No.2,p2362.No. 3,p204