Marketing

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Research Design(by John W. Creswell)

după Nahomi Cuts

Adolescence in teenagers

după Vincent Whitton

Organizational Structure

după Darwin Alvarez

Teaching - the latest

după ben winter

Marketing

Postpurchase Cognitions and Behavior

Purchase

Evaluation of Alternatives

Price

Product

Product Mix Decisions

Product Line Decisions

Life-Cycle Management

Branding

New Product Development

Definition, Classification, Types of Market Offerings

Types of Market Offerings

Solutions

true solution will have performance-based pricing models

price typcially higher than of its individual, non-integrated components

implemented, maintained

individualized, customized

combination of integrated goos and/or services (and/or software)

Hybrids

Combination of goods and services (and software) in 1 offering

Bundles

typically lower price than price of individual components

2+ goods/services in 1 offering

(tangible) Goods

Classification

Services

Customer integration

Lack of ownership

Perishability

Variability

Inseparability

Intangability

Goods

Non-Durable Goods

Durable Goods

Industrial Goods

Consumer Goods

Levels

Def. --> Flash cards

Product Management

Potential Interactions

Overview

Attitudes

attitude measurement

Conjoint Measurement

price as product feature (!)

decompositional

Mathematical-statistical method for calculating utility values

relative importance = raw importance / total

total = sum(raw importances)

raw importance ("color") = max(part woths) - min(part worths)

part worth("black") = (average - min) / (max - min)

always 0 < part worth < 1

average("black") = sum(ranking)/#"black"

test person ranks them

matrix with all possible product combinations (color, PS, model, price)

Fishbein-Model

price typically disregarded

simple, easy to use

Sum of all individual attributes

compositional

multi-attribute attitude

components

affective component

emotions

feelings

cognitive component

ideas

beliefs

thoughts

attitude = person's evaluation of an object

Introduction

evaluation difficult if ...

uncertainty

criteria difficult to evaluate

many criteria

many alternatives

for each product --> evaulate all criteria to one global judgement

after collecting information about alternatives --> now evaluate them to set up preferences

bundle

price is lower than each component

e.g. Happy Meal

two or more products

d

Information Search

Online Communications

Evaluating Success of Promotions on the Internet

Disadvantages

Advantages

Internet is the first commercial medium in which it is possible to measure consumer response (e.g. view, click, sale and lead), not just assume it.

Cost per Aquisition (CPA)

e.g. = 0,30€ / 0,5556 = 0,54 €

= CPC("Cost Per Click") / CR

important for controlling etc.

Conversion rate (CR)

e.g. 50.000 booked a flight --> = 50.000 / 90.000 ? 55,56%

= # new customers / # new visitors

qualit of traffic

Click-through rate (CTR)

= 90.000 / 4.500.000 = 2 %

= CT / PI

proportion of users viewing ads and click on them

click-through (CT)

e.g. 90.000 clicks on the ad

every time when user clicks on advertisment

Page impressions (PI)

e.g. 4.500.000

1 person viewing 1 web page

Impact to overall financial contribution

price comparison, display and EPR ahave minor impact

decision makes rate SEM and Affiliate Marketing with highest impact on overall financial contribution to the companies' business

Online Marketing Instruments

Affiliate Marketing

not only clicks but also leads and sales are measured!

e.g. Sport1/Sky, sueddeutsche.de/amazon

one website linking to another for a certain fee

E-Mail Marketing

Social Media Marketing

Blog Marketing

Viral Marketing

Strategy that motivates customers to pass along a marketing message to friends or colleagues in order to generate “word of mouth”

click-pattern on search engine result pages (SERP's)

What is influencing SEO rankings?

query ranking factors

page ranking factors

ranking factors

Search Engine Marketing and Search Engine Optimization

Digital Asset Optimization (DAO)

Search Engine Optimization (SEO)

Search Engine Marketing (SEM) == paid Ads above the search results

paid Ads above the search

links to other websites

current content

bit on words

based on clicks not shown

Communications

Evaluationg Success of Communications

Brand Success

Media Evaluation

Elaboration Likelihood Model (ELM)

Multichannel shopping

customers use different / multiple channels to gather information and purchase products

growing importance

Above / Below the line (ATL/BTL)

BTL is marketing via methods other than mass media

exhibition

sponsorship

email promotion

ATL is marketing via the mass media

radio

tv

cinema

magazine

newspaper

five major promotion tools

direct marketing

public relations

personal selling

sales promoting

advertising

information sources

external

what sources do you trust the most? email from friends, product ratings by other customers, portal/search engines

where to get information? search engines, online rating systems, discussion forums...

takes time & effort

internal

Need Recognition

Market Segmentation

Developing a Positioning Strategy

Selecting Target Segment(s)

Determing Segment Attractiveness

Profile Development

Segmentation Variables - Organizational Markets

Buying Center Aproach

Members

Buyer

Approver

Decider

Influencer

GateKeeper

User

Segmenatition Variables - Consumer Markets

psychographic variables

--> use socio-demographic variables as proxies

hard to get

very good in prediction

socio-demographic variables

-

can be misleading

+

easy to get

Definitions

Untertopic

Positioning

Targeting

--> 4 different P's for each group

"How can we adress the for us relevant consumer group?"

Market segmentation

"How can we group consumers?"

Qualitative and Quantitative Marketing Research

Delphi Method

Strengs & Weaknesses

Längsschnitt

expected: variance of answers goes down --> "agreement"

2. round : survey + infos of 1. round

1. round : survey

from all over the world

"Panel of Experts"

In-Depth Interviews

Laddering: "Why?"-"Why?"-"Why?"

Focus Groups

Strengths & Weaknesses

Moderator Guidelines

Characteristics

Purpose

ERM :)

What are the consumers' needs?

Marketing Research and Buyer Behaviour

Summary

The Buyer's Decision Process

Marketing Research

Forschungsdesign aus Empirische Methoden :) (hier nicht weiter ausgeführt)

same models and methods as consumer behaviour researchers

but with the purpose of providing decision-relevant information on marketing problems

A General Model of Consumer Behavior

different types of buying decision making

impulsive buying

habitual buying

limited buying

extensive buying

lighten the "black box"

difficult to predict the consumer's buying behaviour

Marketing Basics

Relationship Management Basics

3 Rs <--> 4 Ps

Recovery

Retention

Recruitment

focussed on relation, maintaining and creating services

Value of Company = Value of Customer Base

Customer Lifetime Value

Development of Profit

CUSTOMERS

Definition

The Four "Ps" of the Marketing-Mix

focus on individual products that should be sold to an end customer, using the 4 Ps to positioning the product right so it will be sold

PRODUCTS

business model : factory --> phyiscal goods --> sold directly or retailer

Extension to 7 Ps

Physical evidence

People

What about Services?

Process

"What PRODUCT at WHICH PRICE is HOW COMMUNICATED ind which CHANNELS?"

What is ist and what not?

Marketing as a Dual Character

Marketing as a Managerial Function (“Marketing Management”)

Marketing is getting more and more analytical

In reality: Marketing Department vs. Sales Department

Marketing (incl. Sales) Department for selling

Marketing as a Leadership Philosophy (“Strategic Management/ Marketing”)

"Marketing must be lived and breathed"

Marketing is not only for Profit-Organisations!

Problem: SWOT-Analyse very difficult and often not fitting since NPOs have no buyers (--> stakeholders instead)

SWOT Analysis as Strategic framework

BCG Matrix

motivation to make strategic decision about future strategic action

very general, applied to many levels

Internal Analysis: Strengths & weaknesses

inside of marketing area

networks

CR

image

brands

products

outside of marketing

financial strengths

knowledge, experience

HR Management

External Analysis (Macro & Micorenvironment): Opportunities & Threats

Microenvironmental analysis

laws, governments

Porter's Five Forces

The role of marketing (research) is to provide information for a managerial decision

--> guiding question: "How attractiv is a given market?"

Marketing & Market Research supports this

Why Should the Entire Organization “Live” Marketing?

times changed

80' - today: Marketing Orientation

Slogans: "WE are family", "WE love tou entertain YOU", "WIR sind es UNS wert", "IHR Ziel ist UNSER Weg"

Assumption: Achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired products, services and solutions more effectively and efficiently than competitors do

lots of competition, supply >> demand --> engage customers

Selling Orientation

Organizations should therefore engage in hard selling!

Assumption: Consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort.

70's: product orientation

Slogans: "Alles Gute aus Hollywood", "Führend im Service an Board", "The world's favourite airline"

Organizations should therefore devote their energy to making continuous product improvement.

Assumption: Consumers will favor products that offer the highest quality, performance and features.

consumer more money --> buy higher quality

50's, 60's: production orientation = production orientation

Management should therefore focus on the improvement of production (and distribution) efficiency.

Assumption: Consumers will favor products that are available and highly affordable.

strategic levels / decisions

"mindset"

"put the customer to the center"

Marketing as Exchange

can be about money / education / degreees

"Marketing is about managing an exchange relationship"

Definition Marketing

value for cutomers

exchange offerings

Why is Marketing so critically important in these days?

in most industries: overproduction --> supply > demand

--> customers orientation == success since --> customer in the driver's seat

--> competition

supply < demand

"Marketing not so important"

Where would/should Marketing start?

customers

right at the beginning --> Market research

Characteristics:

customer-oriented

long-term-focussed

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