... | |Facts |Demographic factors |use-related characteristics | | |Geographic factors |use-situation factors | |cognitions |Psychological factors |benefit sought | | |Psychographic (lifestyle) characteristics |hybrid segmentation | | |Sociocultural variables | | 1. Facts can be determined from direct questioning and categorized by a single objective measure. (Quantitative) 2. Cognitions are abstract抽象的 and can be determined only through more complex questioning, and where most of the constructs measured have no single, universal definition. (Qualitative) 3. Consumer-rooted features stemming from the consumer’s physical, social, and psychological characteristics. 4. Consumption-specific usage-behaviors (facts) or attitudes and preferences toward specific products or buying...
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...business segments. Generating new insights into current and potential consumers allows for a more focused marketing effort that appeals to consumers. Understanding the consumer insights of geographic, demographic, psychographic, and behavioral segments allows for a more effective targeting strategy. In the case of refrigerated baked goods, Guillen needed to gain market insights on his cookie customer market. Geographically separating the his Canadian market from the U.S. segment allowed Guillen to target and study consumer behaviors to better understand his current and prospective cookie customers. The better Guillen understands his consumer, the better he can improve and market his product to reflect customer wants. For the most part, increased customer insight leads to increased sales volumes. How does a company obtain consumer insights? Consumer insights are developed through quantitative and qualitative research. Quantitative research is data oriented and is based on the measurement and analysis of relationships between variables. Population sample size is typically large to in order to generalize results. The data collected through surveys and questionnaires can be statistically analyzed, meaning a numeric value can be attributed to responses. Quantitative research is an effective model for...
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...Class Notes- Special Topics *Suggestion for case analysis 1. Define Issues - Major issues : ex) sales decline - Related issues 2. Analysis - qualitative & quantitative data [Facts - past / Assumptions - future] - Try to FIX in this process 3. Recommendations - Should be logical and consistent *MKTG : Exchange of value - Supplier gives product, idea, and service to customers - Customers give money to supplier. - The goal : Customer franchise and satisfaction - To satisfy customers, companies should fulfill the needs and wants of them by using Marketing Mix. - Needs : Ex) Transport - Wants : Ex) Rolex (Expensive goods) - Marketing Mix (4P) : Product, Price, Place, Promotion *Positioning - Occupying a unique position in customer's mind - Segmentation + Differentiation -> Communication, Promotion >Relative to competitors, 1. Segment customers - Who buys the product? - What is important to that customer? ex) Design, price, being liked by others (Social acceptance / teenagers) - Choose relevant attributes ex) Design + Price -> Functional / Social Acceptance -> Emotional >Differentiation 2. Identify one of two relevant attributes on which we are superior to all competitors (Even if perceived) 3. Communicate to customer + align your Marketing Mix - Functional attributes are very easy to imitate. Forget about the color. We give you excitement ! <- Mountain Dew Slogan High energy ! <- Red Bull => Must have at least...
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...UNIQLO Marketing Research Report GBMP 509 – M1 December 2, 2013 Mike Assad Victoria Markowski Adam Mawer Cecilia Setiawan Timothy Wong Executive Summary The purpose of this study is to research, analyze and evaluate proposed pilot retail locations in the GTA for Uniqlo’s entrance into the Canadian market. Methods of analysis include quantitative secondary research using the geographic information system (GIS) SuperDemographics to examine key demographic data corresponding with Uniqlo’s primary and secondary target group. The use of qualitative formal studies including consumer traffic data from commercial shopping malls, a competitive environment analysis, as well as an online audit of websites containing relevant location information were also been employed. The research draws attention to the key demographics and psychographics of Uniqlo’s target groups as they compare with the demographic data collected from specified geographic locations within the GTA. Results of the data analyzed indicate that Uniqlo’s direct market share and target group competitors have positioned themselves in high traffic retail areas in close proximity to one another capitalizating on the traffic created in the competitive environment. These centralized shopping hubs reveal a correlation between mall patron statistics and the surrounding trade area population. Of the 7 locations examined, those closely aligned with Uniqlo’s target market group were ranked to evaluate their merits based on weighted...
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...Marketing Notes Organization’s mission statement Strategic planning involves developing a strategy for long-run survival and growth. It consists of: * Defining companies mission: This starts with drafting a formal mission statement they should be meaningful, realistic, straight-forward (CLEAR), and consistent with the market environment. They should focus on creating value for the customer. * Setting objectives and goals: objectives for each level of management SMART * Designing a business portfolio: Fit to company’s strengths and weaknesses allocating investment to businesses strategies for growth and downsizing * Developing functional plans: the grid Market penetration, market development, product development, and diversification * The annual and long-range plans deal with the company’s current business * The strategic plan involves taking advantage of opportunities in the constantly changing environment Marketing plays a key role in the company’s strategic planning by: * Providing a guiding philosophy * Providing inputs to strategic planners; and * By designing strategies for reaching objectives Mission Statement: A statement of the organisations purpose - what it wants to accomplish. It acts as an invisible hand that guides people. * What business are we in? * What customers should we serve? * How should we develop the company’s capabilities? Example: Disney – Product, “we run theme parks”. Market, “we create fantasies” ...
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...Integrated Advertising, Promotion and Marketing Communications, 5e (Clow) Chapter 4 The IMC Planning Process 1) For many individuals, pets are now considered to be part of the family and as a result are treated like children. Answer: TRUE Diff: 1 Page Ref: 80 Question Tag: Definition (Concept) Objective: 4-1 2) Companies that sell pet-related products have had to change what they sell as attitudes towards pets has changed. Answer: TRUE Diff: 1 Page Ref: 80 Question Tag: Definition (Concept) Objective: 4-1 3) PetSmart operates a large number of retail outlets and has begun opening a series of pet hotels. Answer: TRUE Diff: 2 Page Ref: 81 Question Tag: Definition (Concept) Objective: 4-1 4) The IMC planning process begins with an analysis of a company's context, which is a review of their customers, target market, and product positioning. Answer: FALSE Diff: 2 Page Ref: 82 Question Tag: Definition (Concept) Objective: 4-1 5) Developing an integrated marketing communications plan requires the analysis of the three C's: customers, competitors, and communications. Answer: TRUE Diff: 2 Page Ref: 82 Question Tag: Definition (Concept) Objective: 4-1 6) The first step in the IMC planning analysis is the creation of a communications budget. Answer: FALSE Diff: 2 Page Ref: 82 Question Tag: Definition (Concept) Objective: 4-1 7) When conducting an analysis of customers, the marketing team should examine competitors' customers...
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...Introduction In this era of globalization, multinational companies play an important role of the economy development. As a result, consumer behavior, which includes how consumers think and feel and the physical actions that result from those decisions and feelings, becomes more and more important for the marketers. (Michael R, 2010) Consumer behavior has changed rapidly over the past decade. To meet the needs of consumers more effectively, accurate market segmentation is necessary. One of the most well known theories of human motivation is Maslow’s hierarchy, which gives five basics of human needs. From the low-level to high-level are physiological needs, safety and security needs, social needs, ego needs, and need of self-actualization. (David, D, 2007 )Everybody have their personal picture or image of themselves, some products or brands are match their self-image but some are not. Before join in a market marketers should research the consumer’s self-image and have a great understanding of how and why the product and brand match the consumer’s self-image. As the worlds’ largest developing country, China becomes the most attractive country for the foreign competitors. At present, more and more multinational companies have established their corporation and relationship in China. (Warren S, 2007) Our topic is focus on the difference of consumer behaviors between Australia and China. We will analyze the topic on the basis of segmentation, Maslow’s hierarchy of needs, and self-images...
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...The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose – discovering customers whose behavior can be changed or whose needs are not being met. REDISCOVERING SEGMENTATION BY DANIEL YANKELOVICH AND DAVID MEER A KET T HERE ARE MANY DIFFERENT KINDS of people, and they display about as many different buying patterns. That simple truth is well understood by those responsible for market research, product development, pricing, sales, and strategy. But they haven’t been getting much help from a venerable technique– market segmentation – which, if properly applied, would guide companies in tailoring their product and service offerings to the groups most likely to purchase them. Instead, market segmentation has become narrowly focused on the needs of advertising, which it serves mainly by populating commercials with characters that viewers can identify with – the marketing equivalent of central casting. 122 harvard business review DAVID PLUNKERT 123 Re d i s co v e r i n g M a r ke t S e g m e n tat i o n This is hardly the state of affairs we anticipated 40 years ago when one of us introduced the concept of nondemographic segmentation in these pages as a corrective to the narrow reliance on purely demographic ways of grouping consumers. In 1964, in “New Criteria for Market Segmentation,” Daniel Yankelovich asserted that: • Traditional demographic traits such as age, sex...
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...MMBC | Mountain Man Brewing Company: Bringing the Brand to Light | Marketing 6520: Case Analysis | | EMBA id: 005814399 | 2/23/2013 | | Solution Proposal Chris Prangel is preparing to inherit a multi-generational business and wanted to explore the implications for expanding beyond Mountain Man Brewing Company’s (MMBC) one product offering-Mountain Man Lager. After reviewing MMBC’s current state of affairs and analyzing it with different marketing tools and financial forecasting, I recommend that MMBC move forward with a premium light beer product, start research and development on a recipe and retain a marketing firm to help build brand awareness in 2006 and launch in Q1 2007. A premium light beer will not only capture a new demographic by extending the MM Lager brand, but will steadily and profitably replace the 2% annual decline in Lager revenue. (See exhibit 3). In order to defend my recommendation, I utilized a few different assessment tools including a Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis (See exhibit 4). This analysis quickly pointed out areas of brand strength and the opportunities available in diversifying the product portfolio. Additionally, both the threats and weaknesses detail the unfavorable position the company faces when launching the light beer line. I also performed a portfolio analysis incorporating the product/market expansion grid which allowed me to outline market segmentation and product positioning...
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...Questionnaire for Survey | 14 | VII | Bibliography | 17 | I. Executive Summary The purpose of this report is to conduct a market research of Mashreq Banks relating to cold-calling of existing customers. Banks introduced cold-calling as an effective and efficient means of communication. United Araba Emirates (UAE) has banned banks from cold-calling since 2011, yet the rise of calls is rapid. The main aim of the research is to know if customers are pleased with strangers calling them, if the bank is gaining more through cold-calling and its impact on customer satisfaction. The marketing research used is divided into: * Analyzing customer’s reaction to cold-calling, * Qualitative technique using focus groups with Mashreq Bank. * Quantitative questionnaire with Mashreq Bank and customers. The above mentioned clearly states an overview of the research results and the major findings discovered during the research. II. Background Cold-calls have been one of the most disturbing and troublesome telesales processes to get their sales figures up. Cold-calling is (without prior contact or permission) an objective of making a sale or starting the process towards a sale...
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...Chapter 1 - Overview of Marketing Marketing: is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. * Simply stated, Marketing is all about satisfying needs Inertia to Passion- Peoples feelings for a certain brand fall between inertia (people who dont care) to passion(people who care way to much) An example of this people writing reviews that are happy or angry are very passionate Economies of scale- The more we make of an item the lower the cost per item will be Understand Marketing mix (4 P’s)/Marketing mix from customer perspective (4 Cs) * Product- Product variety, quality, design, (feat, brand name, packaging,sizing, services, warranties, returns) * Promotion- Sales promotion(sample displays), advertising, personal selling, public relations(press releases), direct marketing(telemarketing) * Price- List price, discounts, allowances, payment period, credit terms * Place (distribution)- channels, coverage, locations, inventory, transport The Four C’s * Customer Solution (Product) * Cost to Customer (Price) * Communication (Promotion) * Convenience (Place) Exchange: the process by which some transfer of value occurs between a buyer and a seller (trade currency) Needs: the recognition of any difference between a consumer actual state and some ideal or desired state Want: the...
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...both attempted to affect consumer perceptions. The Juan Valdez campaign of the Federation of Colombian Coffee Growers has been successful in creating a desirable image for its product and using it to communicate with consumers. Volvo, likewise, has successfully nurtured an image of safety. Because the influence of culture has already been discussed in depth in Chapter 6, this chapter covers other relevant concepts. The focus is on the major approaches used to study consumer behavior. The basic purpose of this chapter is to acknowledge the role that determinants other than culture play in influencing consumer behavior. The chapter thus examines the psychological and social dimensions, and these include motivation, learning, personality, psychographics, perception, attitude, social class, group, family, opinion leadership, and the diffusion process of innovations. PERSPECTIVES ON CONSUMER BEHAVIOR Consumer behavior may be defined as a study of human behavior within the consumer role and includes all the steps in the decision-making process. The study must go beyond the explicit act of purchase to include an examination of less observable processes, as well as a discussion of why, where, and how a particular purchase occurs. Domestically, marketing scholars have employed a variety of techniques and concepts, including the cultural approach, to study consumer behavior. Yet consumer study on an international basis has employed the cultural approach almost exclusively without...
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...CHAP TER Market Segmenting, Targeting, and Positioning C O M P E T E N C Y O B J E C T I V E S F O R M A S T E R Y 1. Identify the role of market segmentation in developing a marketing strategy. 2. Identify criteria for market segmentation. 3. Identify common types of positioning strategies. 5 Suppose you’ve created a great new offering you hope will become a hot seller. Before you quit your day job to market it, you’ll need to ask yourself, “Who’s going to buy my product?” and “Will there be enough of these people to make it worth my while?” Certain people will be more interested in what you have to offer than others. Not everyone needs homeowners’ insurance, not everyone needs physical therapy services, and not every organization needs to purchase vertical lathes or CT scanners. Among those that do, some will buy a few, and a few will buy many. In other words, in terms of your potential buyers, not all of them are “created equal.” Some customers are more equal than others, however. A number of people might be interested in your product if it’s priced right. Other people might be interested if they simply are aware of the fact that your product exists. Your goal is to figure out who these people and organizations are. To do this you will need to divide them up into different categories. The process of breaking down all consumers into groups of potential buyers with similar characteristics is called market segmentation. The key question you have to ask yourself when segmenting...
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...:- 30 SECONDS | KEY/JOB: - WEDOS-3084WIN A HOLIDAY TRIP | MEDIUM/ SOURCE : - TELEVSION | VOICE AND PRODUCTION INSTRUCTIONS: - | FRIENDLY MALE | AUDIO | VISION | Doors Plus open the door to Disneyland and still have the lowest prices on…. Feature entry doors with antique frosted glass..... Beautiful bi-fold’s.... The largest range of hinged and sliding security doors, window grills and screens.... Folding doors... And one lucky customer must win a trip for 2 to Disneyland including airfare, accommodation and airfares. It could be you! For a free measure and quote visit a Doors Plus showroom at Broadway, Millpark and Newcastle. They can even fit, stain and deliver. Doors Plus, No Fuss. | DOOR OPEN TO REVEAL DOORS SUPER LOGO: DOORS PLUS SUPER PRICE WAS $259NOW $178 SUPER PRICE $178 FROM $103? SUPER PRICE $69 DOOR OPENS TO REVEAL HOLIDAY FOOTAGE SUPER: FIT, STAIN & DELIVER FREE MEASURE & QUOTE. 34 Childs Rd Greenvilla 3268,Phone: -03 – 984 8278.OPEN 7 DAYS Weekdays : - 8am – 9pmWeekends:- 9am – 7pmEASY PARKING | Ph: - 03- 984 8278 email: - Spdoors@wedoors.com.au web: - Wedoors.com.au Wedoors and Windows Company For free estimate Call us on:- 1300 415189 Whole Home Installation will be done in a DAY...!!!! The # 1 company of Australia in Doors Manufacturing and Installation * Largest selection of doors in Australia. * Made by leading Australian manufacturing company. * Digitally measured and cut to fit 1...
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...BUS560 Final Exam Solution Click the link below to purchase: http://hwminute.com/downloads/bus560-exam-1-chapters-1-5-11ed/ Please use a valid e-mail address while placing your order, the link to download products will be sent to this address. Check your Junk/Spam folder as well. After downloading, unzip the files. If you don't have WINZIP software, you can download it for free at www.winzip.com . If you don't receive any download link within a minute. Please contact us immediately. (hwminute@gmail.com ) Visit Website: http://hwminute.com/ BUS 560 Quizzes and Exams BUS/560 All Quizzes and Exams Solved 1. The Southwind Camper Company's goal is to sell 10,000 camper trailers each year. What can one conclude from this objective? A. The company has a customer orientation B. The company does not adhere to the marketing concept C. The company is determined to satisfy customer needs D. The company wants to use a customer focused strategy 2. The process of planning and executing conceptions, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and organizational goals is the definition of A. Marketing B. Management C. Strategic planning D. Accounting 3. Identify the marketing type which is designed to attract donors, members, participants or volunteers? A. Product B. Organization C. Place D. Cause 4. In large organizations, the marketing plans of individual departments are guided by A. Plans...
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