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GS2 W Ch. 7-12

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William Diamond

on 13 December 2016

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Transcript of GS2 W Ch. 7-12

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/Default.jsp?ID=20
You can look up Zip Codes with the link above, but also,
with the links that look like the picture below
, you can explore PRIZM, P$YCLE and ConneXions!
It's amazing!
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 2: Ch. 7-12
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
Chapter 8: Market Research
Primary Data Collection
Exploratory Research
Questionnaires
A/B Testing!
Using Secondary Data
On page 193, Kerin shows the importance of market research in Movie Testing!
These are simple ways to make a product succeed. How could you use them?
Here's a video on FOCUS GROUPS...and on NEUROMARKETING!
https://www.dropbox.com/s/vhw3m8fjc0mwy74/focus%20groups%20and%20neuromarketing.mp4?dl=0

Here's good fun: MYSTERY SHOPPERS!
https://www.dropbox.com/s/unimlly06rejqt6/Mystery%20Shoppers.mp4?dl=0

Three last cool methods of observation!
https://www.dropbox.com/s/obckvk0q5xo8reo/Contrived%20and%20other%20observation.mp4?dl=0
For any type of ad campaign--Newspaper, Direct Mail, email or social media, this tests two or more versions against each other. Often one of the version is the "Control"--what you are using before you test new ads. This is easy to do with email if you use MailChimp (see below). I have tested whether using an emoji in the subject line increases response!
Here is the Wendy's questionnaire, from Kerin Chapter 8. Even though Kerin has their interpretation of this, I think you should know the following:
Open ended questions like this are a really bad idea, unless this is just a "hook" to get people interested! Use focus groups or exploratory research to learn these general things! Otherwise you will have massive amounts of work to do to analyze these data!
It is REALLY helpful to ask people about the importance of attributes (like taste) ...






...and then have them rate the SAME attributes (Is the food tasty?). Different segments may have different IMPORTANCE ratings [men might care more about price, and women might care more about cleanliness]

or men might think that Wendy's has more variety than women do.


So don't forget to ask demographics!
Simmons, a provider of secondary data, might not
have a "college student" segment. It might have an 18-24 years old segment.


It is important for you to see that the category "18-24 years old" is different than college students, because college students are less likely
to have children than other 18-24 year old people.
Suppose you needed to know about plastics.
What secondary resources might you use? Probably www.PlasticsToday.com


or resources from the UMass library!
Trade Associations
Trade Journals
Here's a video going over the Chapter 8 Wendy's Questionnaire and discussing possible errors you might make in designing questionnaires.
https://www.dropbox.com/s/68lm1xvhjcs02ly/Questionnaire%20Mistakes%20and%20the%20Wendys%20Questionnaire%20from%20chapter%208.mp4?dl=0
Government Resources for Exporting and Importing
This is an 11 minute video with lots of youtube. It's fun
!
https://www.dropbox.com/s/4hheznas107f9zk/Government%20resources%20for%20exporting%201.mp4?dl=0
How could you implement this?
Multidomestic or Global Marketing Strategy???
Chapter 7: Global Consumers
Your business may not export, but you may have potential consumers from many nations (even if your business is in the U.S.) Should there be different strategies for marketing to people from different cultures? Or should there be one marketing strategy? Here are images from Chapter 7
This is a shorter video telling about more valuable government resources:
https://www.dropbox.com/s/11fv260tfegfvv5/Government%20resources%20for%20exporting%202%20--this%20is%20short.mp4?dl=0
The links in this picture are NOT live! But if you click the ORANGE link above, you will see links that look like this!
Full transcript