Без темы
<<  MapReduce: Simplified Data Processing on Large Clusters Marshak Samuil Jakovlevich  >>
MARK 5342 Advanced Topics
MARK 5342 Advanced Topics
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
Wants versus Needs
Wants versus Needs
Hierarchical Value Map
Hierarchical Value Map
Manipulation of Marketing Tools
Manipulation of Marketing Tools
New Research Methodologies
New Research Methodologies
Impact on Existing Models
Impact on Existing Models
Satisfaction
Satisfaction
Loyalty
Loyalty
Brand Promises
Brand Promises
Brand Attachment
Brand Attachment
Brand Equity
Brand Equity
Role of Brand Identity
Role of Brand Identity
Future Trends
Future Trends
Future Trends - Technology
Future Trends - Technology
Future Trends - Youth
Future Trends - Youth
Future Trends – Pace of Life
Future Trends – Pace of Life
Future Trends - Ethics
Future Trends - Ethics

Презентация: «MARK 5342 Advanced Topics». Автор: Michael. Файл: «MARK 5342 Advanced Topics.pptx». Размер zip-архива: 71 КБ.

MARK 5342 Advanced Topics

содержание презентации «MARK 5342 Advanced Topics.pptx»
СлайдТекст
1 MARK 5342 Advanced Topics

MARK 5342 Advanced Topics

Day 4 Implications for Marketing and Marketing Research

2 Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs

2

3 Wants versus Needs

Wants versus Needs

It is hard for consumers to identify their decision processes, as most are subconscious It is also hard for them to separate needs versus wants One method to map out their decision processes is a hierarchical value map

3

4 Hierarchical Value Map

Hierarchical Value Map

Map the linkages between product attributes, use consequences, and consumer goal-values This can be used to transform either ZMET or MEC (ACV) brand laddering interviews into a probabilistic form The joint probability for each chain can be viewed as a dependent variable

4

5 Manipulation of Marketing Tools

Manipulation of Marketing Tools

Product Price Promotion Place

5

6 New Research Methodologies

New Research Methodologies

Understanding the biases inherent in existing research tools like focus groups and surveys Understanding the limitations of direct questioning to understand and predict consumer behavior Do we need new methodologies or can we adapt existing ones?

6

7 Impact on Existing Models

Impact on Existing Models

7

8 Satisfaction

Satisfaction

Oliver, 1993 Satisfaction incorporates significant affect Satisfaction is based on three pillars How satisfied the consumer is with the product Whether or not they would repurchase again Whether or not they would recommend Ego involvement in all three pillars

8

9 Loyalty

Loyalty

Oliver, 1999 Satisfaction and Loyalty are asymmetric Whereas loyal customers are typically satisfied, satisfied customers don’t necessarily translate into loyal customers After loyalty is established, the satisfaction imperative is diminished

9

10 Brand Promises

Brand Promises

Loyalty is strongly impacted by reputation and trust Brand promises are not just empty phrases – consumers understand what is being communicated by the company and make choices accordingly

10

11 Brand Attachment

Brand Attachment

Simonson, 1989 Attraction effect – asymmetric dominance when one alternative is better than the other Compromise effect – alternative tends to gain market share when it is the compromise or middle option in a set – this is opposite of the similarity effect Marketers can provide a lesser comparison to gain share

11

12 Brand Equity

Brand Equity

12

13 Role of Brand Identity

Role of Brand Identity

It is critical for management to protect a firm’s brand identity and resulting brand equity Brand equity of large global brands like Coca-Cola can be more than half of the market capitalization for the company Firms must have: A brand orientation mindset Internal branding capabilities Consistent delivery of the brand

13

14 Future Trends

Future Trends

14

15 Future Trends - Technology

Future Trends - Technology

Current and emerging means to find out what is going on in the brain Galvanic Skin Response Eye-tracking fMRI

15

16 Future Trends - Youth

Future Trends - Youth

Differences in Baby Boomers versus Echo Boomers Attention span Comfort with technology Comfort with pace of change Multi-tasking Socially connected Emotionally remote

16

17 Future Trends – Pace of Life

Future Trends – Pace of Life

The rate of change will continue to increase This implies faster decisions, and implies more reliance on heuristics and affect than ever before This implies the potential for falling prey to our own decision biases

17

18 Future Trends - Ethics

Future Trends - Ethics

Knowing how to manipulate purchase decisions carries a great responsibility What is the line between competing for consumer dollars and loyalty versus manipulating unknowing and unprotected individuals?

18

«MARK 5342 Advanced Topics»
http://900igr.net/prezentacija/anglijskij-jazyk/mark-5342-advanced-topics-151095.html
cсылка на страницу

Без темы

661 презентация
Урок

Английский язык

29 тем
Слайды