mba570.springsummer09.1
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mba570.springsummer09.1
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mba570.springsummer09.1
- 5. Welcome
- 7. Class Policies • Syllabus posted in forums is guiding document
- 8. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points
- 9. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points • Second missed class – auto-drop
- 10. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points • Second missed class – auto-drop • Learning teams, APA format
- 11. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points • Second missed class – auto-drop • Learning teams, APA format • Late assignments & feedback • Late penalty 10% per day
- 12. Syllabus Review
- 13. What are we going to learn?
- 15. How to identify markets & consumers
- 16. How to identify markets & consumers How to segments markets
- 17. How to identify markets & consumers How to segments markets How & why consumers buy
- 18. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products
- 19. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products Marketing across channels
- 20. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products Marketing across channels How internet marketing works
- 21. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products Marketing across channels How internet marketing works How to write marketing plan
- 22. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products Marketing across channels How internet marketing works How to write marketing plan How to think like a marketer
- 39. Environmental Scanning Social Economic
- 40. Environmental Scanning Social Economic Technology
- 41. Environmental Scanning Social Economic Technology Competitive
- 42. Environmental Scanning Social Economic Technology Competitive Regulatory
- 45. R e gu lator y forces
- 46. R e gu lator y forces
- 47. R e gu lator y forces
- 48. The Consumer Decision Process
- 51. Buying Value
- 52. Buying Value
- 56. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Personal Influence Opinion Leadership • Opinion Leaders • Word of Mouth Slide 5-39
- 57. Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons? Slide 5-40
- 58. FIGURE 5-C Word of mouth influence Slide 5-41
- 59. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Family Influence Consumer Socialization Family Life Cycle Family Decision Making • Information Gatherer • Purchaser • Influencer • User • Decision Maker Slide 5-44
- 60. Slide 5-46
- 61. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Social Class • Culture and Subculture African American Buying Patterns Hispanic Buying Patterns Asian American Buying Patterns • Assimulated • Nonassimulated Slide 5-47
- 62. Bonne Bell Cosmetics Why target the African American women market? Slide 5-48
- 63. Target Why use Spanish language ads in the U.S.? Slide 5-49
- 64. + agenda Consumer v. Organizational Markets introductions Exercise: Compare Consumer v. Organizational exercise 1 Buying decision syllabus dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
- 65. CHARACTERISTICS OF ORGANIZATIONAL BUYING • Demand Characteristics Derived Demand • Size of the Order or Purchase • Number of Potential Buyers • Organizational Buying Objectives Slide 6-13
- 66. FIGURE 6-3 Key characteristics of organizational buying behavior Slide 6-14
- 67. FIGURE 6-A Key organizational buying criteria Slide 6-17
- 68. + 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
Hinweis der Redaktion
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- Social - race, culture, age, tobacco use Economic - income, economy, Technology - internet, open source, iphone Competitive - Chine, India Regulatory - Financials, Banks -- Global Warming
- Social - race, culture, age, tobacco use Economic - income, economy, Technology - internet, open source, iphone Competitive - Chine, India Regulatory - Financials, Banks -- Global Warming
- Social - race, culture, age, tobacco use Economic - income, economy, Technology - internet, open source, iphone Competitive - Chine, India Regulatory - Financials, Banks -- Global Warming
- Social - race, culture, age, tobacco use Economic - income, economy, Technology - internet, open source, iphone Competitive - Chine, India Regulatory - Financials, Banks -- Global Warming