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GS3 FSp Ch 9-12

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William Diamond

on 6 October 2017

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Transcript of GS3 FSp Ch 9-12

Perceptual Mapping and Product Positioning!
Kerin uses the following "perceptual map." Below is a link to a short video explaining perceptual mapping and product positioning!
https://segmentationsolutions.nielsen.com/mybestsegments
What you are going to want to do is look at the
Neilson segmentation box, and click "Learn More." Spend some time on Neilson PRIZM! Which segment do you live in?
An Immediate Segmentation Strategy!
The point of this figure, from Kerin p. 237, is that there is no reason to segment if it does not affect some element of the marketing mix. Here, we might promote to each segment in a different way. It's also very important to know which
segments are the most profitable!!!
THIS GUIDESHEET CORRESPONDS TO DISCUSSION 3
http://thenextweb.com/apple/2012/01/24/this-is-how-apples-top-secret-product-development-process-works/
What I think is really cool, is that the design team is "treated like royalty," and has no contact with the finance department! This is taken from:
Inside Apple: How America’s Most Admired–and Secretive–Company Really Works, by Adam Lashinsky
Chapter 9: Segmentation, Targeting, Positioning
Rubric and Overview!
Marketing 301 Guidesheet 3: Ch. 9-12
YOU HAVE TO APPLY THE CONSTRUCTS FROM THESE CHAPTERS TO THE SAME SMALL BUSINESS YOU DISCUSSED
IN THE FIRST DISCUSSION!

Don't forget that you should bring materials in from this guidesheet as well as from the Kerin Chapters listed on this guidesheet! Each person should contribute at least twice.

Any important part of this discussion is what marketing research, INCLUDING research on the SERVICE aspects of your business,you could do to improve the marketing of your project!
of course, it makes us happy
when you use materials from
the guidesheet (like videos or other linked materials) that are
NOT in Kerin!
Why have 4 different covers for the same magazine?
Check out the Neilson Segments!
Each of these 66 segments comes from a cluster of zip codes. But the zip codes are not near each other. For instance, Amherst, MA and Chapel Hill, NC are in similar clusters! Why?
https://www.dropbox.com/s/6xn4ac1otnuszqt/Chapter%209%20perceptual%20mapping%20and%20product%20positioning.mp4?dl=0
Chapter 10: New Products and Services
Crapola!
No...kidding. Check out the video!
I've been thinking about buying this for holiday gifts for friends....yet I just can't. Do you think there are
showstoppers here?
How Apple Develops New Products!
Why new products fail...and Windows 10!
Will Windows 10 fail? Take a look at the box to the left, and then think...
....about how Windows 10 fits with the "reasons that new products fail." Of course it has competitive advantage compared to (horrible) Windows 8--but will it be really better than Windows 7?
http://www.theregister.co.uk/2015/07/31/microsoft_one_billion_windows_10_target_sad/

Chapter 11:
Managing Successful Products, Services,
and Brands
Chapter 12:
Services Marketing
The Product Life Cycle
Here's a great minilecture on the Product Life Cycle by Matt Alanis:
From Kerin, here are the sales of
CDs and Digital Downloads of
music. Which phase of the
PLC are each of these in?
BRAND EQUITY!
Suppose you want to buy a new BIG TV.
You could get a "Samsung," or an "Insignia." Let's say that you don't know much about TVs, and they seem about the same. Would you pay more for the Samsung because it is known to be a good brand? That would result from Samsung's "Brand Image" or Brand Equity.
Here's Kevin Keller, probably the leading expert on this, talking about the effects of brand equity and how to measure it:
https://www.dropbox.com/s/qn9bw831pv1nzac/Keller--the%20importance%20of%20and%20measuring%20brand%20equity.mp4?dl=0
BRAND PERSONALITY!
Jennifer Aaker expected that brands would have the same personality dimensions as people--introverted/extroverted, etc. But they don't! Her work is very important in marketing, and has inspired hundreds of studies! Here's a diagram and a video about her work!
https://www.dropbox.com/s/zqej8am7brxzv15/Brand%20Personality.mp4?dl=0

The 4 "I's" of Service!
Well, we did pretty well with the 4 "P's!" So, now we have the 4 "I's." Here's a link! (Also see Kerin, page 301!
https://www.dropbox.com/s/aiast8hbqxbdbzi/Services--the%204%20I%27s.mp4?dl=0
Would you like to market to Millenials, using the Ninja Turtles? Read this (from Dec. 2015)
http://contentmarketinginstitute.com/2015/12/surprising-way-reach-millennials/?utm_medium=email&utm_source=Act-On+Software&utm_content=email&utm_campaign=A%20Surprising%20Way%20to%20Reach%20Millennials%3A%20Lessons%20From%20the%20Ninja%20Turtles&utm_term=READ%20THIS%20ARTICLE
Introduction:
"Uplifting Service...The Salmon Salad"
https://www.dropbox.com/s/svtnecojb20mbu7/Ron%20Kaufman%20Uplifting%20Service%20Introductory%20Example%20Salmon%20Salad.mp4?dl=0
SEARCH PROPERTIES, CREDENCE PROPERTIES, AND WHY PEOPLE LIKE THEIR DENTIST!
https://www.dropbox.com/s/fxl9nqocjntlyxf/ch%2012%20search%20and%20credence%20properties%20and%20why%20people%20like%20their%20dentist.mp4?dl=0
Kaufman--uplifting service examples (with videos!): Singapore Air, Southwest, Zappos!
https://www.dropbox.com/s/zwiubithpdhdvv2/Kaufman%20uplifting%20service--Singapore%20Air%2C%20Southwest%2C%20Zappos.mp4?dl=0
"Uplifting Service"
How to hear the voice of the consumer, AND A REALLY INSPIRING EXAMPLE!
https://www.dropbox.com/s/zu64po10iop3ne3/Kaufman%20hearing%20customer%20voice%20and%20an%20uplifting%20example.mp4?dl=0
Full transcript