3. 0. Course Introduction, Main Topics
‚Behavior , Communication, MarCom
Integrated MarCom, Global IMC
3 Cre8ivity
www.marketingPlanNOW.com MarCom
4. 0. Course Introduction, Main Topics
Background: Consumer Behavior
Human Communication
Marketing Communication
Creativity
Integrated MarCom
Global IMC
4 www.marketingPlanNOW.com MarCom
7. 1. Management 4 Introduction
Ÿ Vision is concerned with the
firm’s choice of business,
Ÿ Strategy markets and activities, thus
Ÿ Tactics it defines the overall scope
and direction of the
Ÿ Standards business (Kay, 1996).
7 www.marketingPlanNOW.com MarCom
8. 1. Management 4 Introduction
Ÿ Vision We work to help
Ÿ Strategy people and businesses
throughout the world
Ÿ Tactics realize their full
Ÿ Standards potential.
8 www.marketingPlanNOW.com MarCom
9. 1. Management 4 Introduction
We work to help people and
businesses throughout the world
realize their full potential.
9 www.marketingPlanNOW.com MarCom
10. 1. Management 4 Introduction
Ÿ Vision The basis of our daily
commitment is to ensure
Ÿ Strategy the sustainable and
profitable growth of the
Ÿ Tactics company, while always
Ÿ Standards observing balance and
financial transparency.
10 www.marketingPlanNOW.com MarCom
11. 1. Management 4 Introduction
The basis of our daily
commitment is to ensure
the sustainable and
profitable growth of the
company, while always
observing balance and
financial transparency.
11 www.marketingPlanNOW.com MarCom
12. 1. Management 4 Introduction
12 your institution
www.marketingPlanNOW.com MarCom
18. 3. Consumer Research
Internal External
Ÿ Secondary data Company Proprietary
records data
Non-proprietary
data
1. Management 4. Segmentation
18 2. Marketing 5. Consumer Behavior
www.marketingPlanNOW.com MarCom
3. Research 6. Creativity
19. 3. Consumer Research
Surveys Observations
Mail @ * Direct/ Indirect
Ÿ Secondary data
Ÿ Primary research methods Phone: e.g. an e.g. ethnography
omnibus survey vs. garbology
Interviews
Personal: Expert
Controlled
or Consumer Experiments
Focus Group
19 www.marketingPlanNOW.com MarCom
20. 3. Consumer Research
Desk Field
Ÿ Secondary data - Surveys - Interviews 1:1
Ÿ Primary research methods @* (
4Desk vs. Field Research - Observations
- Focus Groups
- Experiments
20 www.marketingPlanNOW.com MarCom
21. 3. Consumer Research
Quantitative Qualitative
Ÿ Secondary data - Surveys - Interviews
Ÿ Primary research methods
4Quantitative vs. Qual. - Observations - Focus Groups
- Experiments
y? Q?
21 www.marketingPlanNOW.com MarCom
22. 3. Consumer Research
Veto-criteria Q?
Ÿ Secondary data
Ÿ Primary research methods Closed format Q?
Ÿ Types of survey Questions
Open format Q?
Demographic Q?
Keep It Short
& Simple
KISS
22 www.marketingPlanNOW.com MarCom
23. 4. Segmentation 4 Definition
Segmentation is dividing a
market into distinct groups
with distinct needs, characteristics, or
behaviors, who might require separate
marketing-mixes.
1. Management 4. Segmentation
23 2. Marketing 5. Consumer Behavior
www.marketingPlanNOW.com MarCom
3. Research 6. Creativity
24. 4. Segmentation 4 Standards
Ÿ Measurable: Size, purchasing power.
Ÿ Accessible: Can be reached and served.
Ÿ Substantial: Large & profitable enough.
Ÿ Differentiable: Can respond differently.
Ÿ Actionable: Effective programs can be
developed.
24 www.marketingPlanNOW.com MarCom
28. 4. Segmentation4Methodologies
By (the obvious)…
By Mapping
By Needs
SEGMENTATION
Ÿ By Lifestyle
By Loyally Ÿ
By Diffusion of Innovation
28 www.marketingPlanNOW.com MarCom
29. 4. Segmentation4Methodology
SEG SEG SEG
SEG SEG SEG
MEN MEN MEN
MEN MEN MEN
TAT TAT TAT
TAT TAT TAT
ION ION ION
ION ION ION
by by by
by by by
29 www.marketingPlanNOW.com MarCom
30. 5. Consumer Behavior4Def. by DA
Consumer Behavior?
Buying Behavior is all
About Being & Having!
Behaving = Being
Behaving = Having
1. Management 4. Segmentation
30 www.marketingPlanNOW.com Behavior
2. Marketing 5. Consumer MarCom
3. Research 6. Creativity
31. 5. CB 4 Definition
Consumer
Behavior
How individuals or groups acquire,
use and dispose of products, services,
activities and ideas, in order to satisfy
needs and desires over time.
31 www.marketingPlanNOW.com MarCom
38. 5.1 Psychological Core
Po
In
sit
ter
sights
io
na
n
l-p
in
SENS
ro
sounds
g
ATIO
ce
&
N
ss
Sensory
Pe
smells
rc
receptors
ep
Attention MEA
ti
tastes NING
on
Interpretation
textures
i Response
m
u
l Perception
i
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
38 www.marketingPlanNOW.com
5.3 Consumer’s Culture (External Process) MarCom
5.4 Consumer Behavior Outcomes
48. 5.1 Psychological Core
M &
In a
ot In
te ti lve
rn o
iv vo
Types of Perceived Risk
al n, me
-p
ro V
ce al
Ÿ Functional
ss u
Ÿ Financial
es
nt
Ÿ Physical/Safety
Ÿ Social
Ÿ Psychological
Ÿ Time
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
48 www.marketingPlanNOW.com
5.3 Consumer’s Culture (External Process) MarCom
5.4 Consumer Behavior Outcomes
49. 5.1 Psychological Core
Perceived Risk
Ÿ Functional
Ÿ Financial
Ÿ Physical/Safety
Ÿ Social
Ÿ Psychological
Ÿ Time
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
49 www.marketingPlanNOW.com
5.3 Consumer’s Culture (External Process) MarCom
5.4 Consumer Behavior Outcomes
50. 5.1 Psychological Core
M &
In a
ot In
te ti lve
rn o
iv vo
Involvement – The level of
al n, me
-p
ro V
ce al
perceived personal importance
ss u
evoked by the stimuli within a
es
nt
specific situation. These levels can vary
from ‘inertia’; buying a baguette, to
‘passion’; buying a ticket to a concert
of a celebrity you worship.
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
50 www.marketingPlanNOW.com
5.3 Consumer’s Culture (External Process) MarCom
5.4 Consumer Behavior Outcomes
51. 5.1 Psychological Core
M &
In a
ot In
te ti lve
rn o
iv vo
Measuring Involvement
al n, me
-p
ro V
ce al
To me (object to be judged) is:
ss u
1. Important Unimportant
es
nt
2. Boring Interesting
3. Relevant Irrelevant
4. Exciting Unexciting
5. involving Un-involving
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
51 www.marketingPlanNOW.com
5.3 Consumer’s Culture (External Process) MarCom
5.4 Consumer Behavior Outcomes
52. 5.1 Psychological Core
M &
In a
ot In
te ti lve
How often do you experience the following
rn o
iv vo
al n, me
feelings as a result of eating chocolate?
-p
ro V
ce al
Happy never _:_:_:_:_:_:_:_:_ very often
ss u
Excited never _:_:_:_:_:_:_:_:_ very often
Delighted never _:_:_:_:_:_:_:_:_ very often
es
nt
Joyous never _:_:_:_:_:_:_:_:_ very often
Satisfied never _:_:_:_:_:_:_:_:_ very often
Proud never _:_:_:_:_:_:_:_:_ very often
Annoyed never _:_:_:_:_:_:_:_:_ very often
Depressed never _:_:_:_:_:_:_:_:_ very often
Guilty never _:_:_:_:_:_:_:_:_ very often
Regretful never _:_:_:_:_:_:_:_:_ very often
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
52 www.marketingPlanNOW.com
5.3 Consumer’s Culture (External Process) MarCom
5.4 Consumer Behavior Outcomes
53. 5.1 Psychological Core
In tit de
te
A tu
rn ud ch
A
t
The ABC of attitudes
al es a
tt i
-p
ro an ge
ce
Ÿ The Affective component (feel):
ss d
I feel good about myself when I
n
drive a BMW.
Ÿ The Behavioral Component (act):
I will buy a BMW next time.
Ÿ The Cognitive Component (beliefs):
I think BMWs are quality cars.
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
53 www.marketingPlanNOW.com
5.3 Consumer’s Culture (External Process) MarCom
5.4 Consumer Behavior Outcomes
54. D
ec
isi
o
5.2 Decision Making Process
n-
m
ak
in
g-
Problem recognition
p ro
c
es
s
Information Search
Evaluation of Alternatives
Product Choice
Post Purchase Outcomes
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
54 www.marketingPlanNOW.com
5.3 Consumer’s Culture (External Process) MarCom
5.4 Consumer Behavior Outcomes
55. 5. What Affects CB?
Consumer’s Culture Decision
External Process Ø Making
Process
Ú
Consumer
Psychological Core Behavior
Internal Process Outcomes
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
55 www.marketingPlanNOW.com
5.3 Consumer’s Culture (External Process) MarCom
5.4 Consumer Behavior Outcomes
57. Course Introduction, Main Topics
Background: Consumer Behavior ü
Human Communication
Marketing Communication
Creativity
Integrated MarCom
Global IMC
57 www.marketingPlanNOW.com MarCom
