mba570.marapr09.class1
description
Transcript of mba570.marapr09.class1
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MBA/570
Sustainable Customer Relationships
March / April 2008
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Agenda
Instructor introduction & background
Syllabus review, course policies & questions
The Brand Ladder
Break & learning team formation – 40 minutes
Exercise: create and execute an online survey
Exercise: “what is marketing?”
Review of course goals & major objectives
Review & discussion week 1 reading assignments
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
woof!
Your Facilitator
Lawrence Linn – Call me Larry
Various marketing roles for almost 20 years research, consulting, communications, strategy consumer, business to business, internet commerce
Current work involves part time consulting and various startup companies
M.S. / MBA in 1992 (at night)
Moved to valley in 2005
Single. . .except for Dixie the Wonder Dog
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Class Survey: How Many…
Went to UOP/Axia for undergraduate work
Have graduated or will graduate in the next few months
Work in a consumer-facing organization
Work in a business-facing organization
Work in a marketing function or department
Have worked with a CRM system
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Syllabus Review
Syllabus posted in forums is guiding document
Attendance Miss one class – lose participation points Second missed class – dropped from course
Show consideration for you classmates, be on time
Learning teams, APA format
Late assignments & feedback
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Syllabus Review
Always have your name cards out
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
How to Get an ‘A’
Read the assigned materials then do your assignment
Address each element of the assignment & rubric
Use headings, bullet points & diagrams
Research the topics by consulting and citing “outside” sources
Proof read for spelling, grammar and punctuation
Attend and participate in all classes and team meetings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Understanding Marketing The Brand Ladder
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Dinner break
Eat it if you got it! – Resume in 30 minutes
Form your learning teams after break
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Exercise I
Interview a classmate – 5 minutes background, work, etc.
Introduce them briefly to the class
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Exercise I – Who are you?
Break up into your teams
Go to www.surveymonkey.com
Signup for an account (one person per team is fine)
Create a survey with 5 questions and mail it to the other teams Under collect responses -> change settings
make sure you allow multiple responses per computer
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Exercise I – Who are you?
Team A: [email protected]
Team B: [email protected]
Team C: [email protected]
Team D: [email protected]
Team E: [email protected]
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Exercise II – What is marketing?
Break up into your teams
Two lists: what do marketers do? what corporate objectives are marketers responsible
for? how do they achieve those objectives?
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
What is marketing?
Marketing is not for the faint of heart
It’s not a direct science, so everyone is an expert!
Who they are Viewpoint
CEO, CFO They spend money. A cost center.
Sales They generate leads for me. They make brochures
Product development
They think they know my job but they just write “marketing fluff”
Marketing Marketing impacts and permeates every decision we make
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Course Goals & Objectives
Develop the discipline of customer focus obsessive attention to who your customers and what
you’re really selling test, test, then test again
Develop your knowledge of customer relationship management and the processes of marketing
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
Workshop I Readings
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Workshop One Readings – Discussion
Environmental scanning
The consumer’s decision process
Evaluating the competitive landscape
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Environmental Scanning What is it?
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
SOCIAL FORCES
Slide 3-18
• Demographics
Racial and Ethnic Diversity
• Multiracials
• Multicultural Marketing
• Regional Marketing
Slide 3-19
FIGURE 3-4 Racial and ethnic concentrations in the United States (excluding whites)
SOCIAL FORCES
Slide 3-20
• Culture
The Changing Attitudes and Roles of Menand Women
• Value Consciousness
Changing Values
ECONOMIC FORCES
Slide 3-25
• Economy
• Macroeconomic Conditions
Gross Income
Disposable Income
• Consumer Income
Discretionary Income
TECHNOLOGICAL FORCES
Slide 3-30
• Technology
• Technology of Tomorrow
Recycling
Precycling
• Technology’s Impact on Customer Value
Example: “Green” Tech as selling point
Slide 3-31
Memorex Thumb DriveWhat products might be replaced with this?
Slide 3-36
+Regulatory Forces Example
Too successful for their own good?
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
The Consumer Decision Process
CONSUMER PURCHASEDECISION PROCESS
Slide 5-8
• Information Search: Seeking Value
Internal Search
External Search
• Personal Sources
• Public Sources
• Market-Dominated Sources
Slide 5-9
FIGURE 5-2 Consumer Report’s evaluation of portable MP3-capable CD players
CONSUMER PURCHASEDECISION PROCESS
Slide 5-10
• Alternative Evaluation: Assessing Value
Evaluative Criteria
Consideration Set
• Purchase Decision: Buying Value
Slide 5-11
FIGURE 5-A What new car buyers consider most important in deciding what new car to buy
CONSUMER PURCHASEDECISION PROCESS
Slide 5-12
• Purchase Decision: Buying Value
Cognitive Dissonance
• Postpurchase Behavior: Value in Consumption or Use
CONSUMER PURCHASEDECISION PROCESS
Slide 5-15
• Involvement and Problem-Solving Variations
Routine Problem Solving
Limited Problem Solving
• Situational Influences
Extended Problem Solving
Involvement and Marketing Strategy
Slide 5-16
FIGURE 5-3 Comparison of problem-solving variations
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The Rational Consumer agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Consumers Are Not Rational agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Consumers Are Not Rational agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Consumers Are Not Rational agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
The Reptilian Brain agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-39
• Personal Influence
Opinion Leadership
• Opinion Leaders
• Word of Mouth
Slide 5-40
Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons?
Slide 5-41
FIGURE 5-C Word of mouth influence
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-44
• Family Influence
Consumer Socialization
Family Life Cycle
Family Decision Making
• Information Gatherer
• Influencer
• Decision Maker
• Purchaser
• User
Slide 5-46
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-47
• Social Class
African American Buying Patterns
Hispanic Buying Patterns
• Assimulated
• Nonassimulated
• Culture and Subculture
Asian American Buying Patterns
Slide 5-48
Bonne Bell Cosmetics Why target the African American women market?
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Consumer v. Organizational Markets Exercise: Compare Consumer v.
Organizational Buying decision
agenda
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
CHARACTERISTICS OF ORGANIZATIONAL BUYING
Slide 6-13
• Demand Characteristics
Derived Demand
• Size of the Order or Purchase
• Number of Potential Buyers
• Organizational Buying Objectives
Slide 6-14
FIGURE 6-3 Key characteristics of organizational buying behavior
Slide 6-17
FIGURE 6-A Key organizational buying criteria
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MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Next Week
Remember to create / post your Learning team Charter by Friday 6pm
Remember to review the rubric for the next assignment
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS