Integrated Marketing: Class Structure 1 Planning Launch EVOLUTION OF MARKETING Competitive Analysis MARKET DEFINITION MARKET RESEARCH BRANDINGBRAND MANAGEME NT CUSTOMER JOURNEY GOING TO MARKET PRODUCT LIFECYCLE Comp Analysis Cont. Market share Consum er Behavior Segmentat ion Brand Portfolio Brand architecture Brand Experience Path to Purchase Media Impact Integrated Marketing Channel and Sales Strategy Marketing Metrics Idea to launch Trends Positioning Marketing Mix Innovation

The term customer refers to the purchaser of a product or service whereas the term consumer refers to the end user of a product or service. A customer is

Factors influencing consumer behavior  Cultural  Social  Personal  Psychological

personality

psychographic  Activities Interests Opinions

Family  helps shape an individual's attitudes and behaviors  develop political and religious beliefs, lifestyle choices, and consumer preferences

society outside influences of others

Attitude and life styles  “the patterns in which people live and spend time and money.”  Beliefs and feelings

Models of consumer behavior  Traditional models:  E conomic Model  L earning Model  P sychoanalytic Model  S ociological Model

Economic model  Law of principal of maximum utility  Law of equimarginal utility enables a consumer to secure the maximum utility from limited purchasing power  Price effect  Income effect

Learning model  The response of satisfaction reinforces the relationship  Learns to associate connection between stimulus and response which becomes habit  Understanding the response of consumer at the market place

Psychoanalytical model  Personality of consumers and their responses  Consumer behavior is directed by a complete set of deep seated motives

Sociological model  His/her role, status, interaction, influence, group relation, lifestyle, income, occup- ation, place of residence, social class etc.

example  Online shopping

example  Cars

example  Clothes  Social class  Family  Lifestyle  Personality  Beliefs  attitudes

example  Automobile manufacturing B2B business Purchasing tires

conclusion  Understanding the consumer is the key to successful marketing

What is Customer Segmentation 20

Types of data to collect 21

Forming the Segments 22

What your segmentation should impact 23

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 Please make sure your cover the following in your course pack:  “We’re all marketers now” – French  “Note on marketing strategy” – Dolan  “Marketing Analysis Toolkit: Situation Analysis” – Steenburgh, Thomas, Avery  “Marketing Analysis Toolkit: Market Size and Market Share Analysis” – Steenburgh, Thomas, Avery 25Readings