1. Introduction to Marketing Review

2. IDEAS ABOUT MARKETING An Activity An Activity A Function A Function A Management Process A Management Process An Orientation An Orientation A Social Philosophy A Social Philosophy

3. MARKETING APPROACH A recognition by the organisation of the primacy of customer values in exchange... A recognition by the organisation of the primacy of customer values in exchange......and the focusing of the whole organisation and all its activities on mutually satisfying exchanges with customers...and the focusing of the whole organisation and all its activities on mutually satisfying exchanges with customers

4. CORE CONCEPTS EXCHANGE EXCHANGE VALUE VALUE THE TRANSACTION THE TRANSACTION THE RELATIONSHIP (1990’s) THE RELATIONSHIP (1990’s)

5. THE EXCHANGE PROCESS UNDERSTANDING UNDERSTANDING - customer values and behaviours CREATING CREATING - customer related values COMMUNICATING COMMUNICATING - to inform and persuade DELIVERING DELIVERING

6. THE MARKETING CYCLE Deliver Deliver Communicate Communicate Organisation Customer Create Create Understand Understand

7. CUSTOMER VALUES FUNCTIONAL: FUNCTIONAL: - “buying things for what they do” - “buying things for what they do” SYMBOLIC: SYMBOLIC: - “buying things for what they mean” - “buying things for what they mean” EXPERIENTIAL: EXPERIENTIAL: - value from the exchange process - value from the exchange process

8. MARKET-LED, CUSTOMER DRIVEN Characterised by: * CUSTOMER FOCUS * CUSTOMER FOCUS * LONG TERM VIEW * LONG TERM VIEW * ADEQUATE INFORMATION * ADEQUATE INFORMATION * INTEGRATED ACTIVITIES * INTEGRATED ACTIVITIES * OPERATIONAL EFFICIENCY * OPERATIONAL EFFICIENCY (Kotler) (Kotler)

9. BROADENING APPLICATIONS FMCG’s Consumer Durables Business to Business Services marketing Not for Profit Social Marketing 1950’s 1990’s

10. Basic Decisions Business Customers ? Who is the Customer? What will we achieve How will we use or resources?

11. Strategy as Matching PRODUCTS - All the activities and resources of the business that impact the market place MARKETS - All the total collection of potential customers in a category of market

12. Types of Strategy Mass Marketing Market Segmentation Target (Niche) Marketing Maxi- Marketing Scale of Customer Focus

13. StrategyProductMarketExamples Mass Marketing Standard, generic, undifferentiated Large Common Basic Value Rice, Salt, Sugar, Steel pipe Segmentation Different Marketing for groups of Customers Groups of Customers with similar values. Range of value sets Autos, hand tools, laptops, software Target / Niche High Value – High margin brand for targeted group Discrete Customer group. Extended values Luxury Brands, Specialist equipment Maxi-Marketing Customised marketing activities Individuals with individual value sets Contracting, On-line sales General Strategy Types

14. Ansoff Matrix 現有產品新產品 現有市場 新市場

15. Understanding Customers

16. All Marketing decisions are designed on the basis of Customer Focus

17. Need to Understand Who the Customer is / will be Who the Customer is / will be Customer Values Customer Values Customer Behaviours Customer Behaviours

18. Who the Customer is / will be Need to be able to describe customers / potential customers Commonly use characteristics such as: Demographics Geographics Psychographics

19. Customer Values Functional Functional Symbolic Symbolic Transactional Transactional

20. Functional Values Customers buy things for what they do what they do

21. Symbolic Values Customers buy things for what they mean

22. Transaction Values Customers get values from the experience of exchange

23. Consumer behaviour can be defined as the decision-making process and physical activity involved in: acquiring, evaluating, using and disposing of goods and services

24. Customer Profile A basic technique which brings together Consumer Behaviour data as a basis for decision-making

25. Customer Profiles Core information on: - Characteristics - Values - Behaviours Form the basis for defining target customers and segments

26. Typical Customer Profile includes : Who How Where When Why

27. Basic Framework Motivation Perception Search Evaluation Choice Learning

28. Influences on Buyer

29. Decision levels in organisations Strategic Operational Tactical Marketing mix decisions Customer service levels Competitive responses Campaigns Business direction Market decisions Investment decisions New product development Positioning

30. Typical applications for marketing research Market analysis Market analysis New product/service development New product/service development Selection of brand names and packaging Selection of brand names and packaging Pricing decisions Pricing decisions Advertising and promotion decisions Advertising and promotion decisions Sales decisions Sales decisions Service support and complaint handling decisions Service support and complaint handling decisions

31. Typical data requirements: Product research New products Gap between current products & perception Consumer research Research from international markets Competitor research Long range economic studies Satisfaction levels and trends with current products Source: Hines

32. Typical data requirements: Pricing decisions Competitor product prices Competitor product prices Consumer attitudes to price Consumer attitudes to price – what would they expect to pay? – what would they be prepared to pay Cost/price/volume - what quantities are likely to sell at Cost/price/volume - what quantities are likely to sell at different price levels? different price levels?

33. Typical data requirements: Advertising and promotion Size of potential market Size of potential market Demographic characteristics of users Demographic characteristics of users Demographic profiles of segments Demographic profiles of segments Behaviours and attitudes of different segments Behaviours and attitudes of different segments Language used by customers in talking about product Language used by customers in talking about product Share of mind compared with competitors Share of mind compared with competitors

34. Typical data requirements: Sales decisions Sales territories Sales territories Sales personnel efficiency Sales personnel efficiency Sales statistics Sales statistics Sales forecasts Sales forecasts Sales incentives Sales incentives Distributor policy Distributor policy

35. Primary objective of researcher is to provide: - Timely - Accurate - Relevant Data and analysis to Marketing Management Key word is ‘Robust” Key word is ‘Robust”

37. "A qualitative observation identifies the presence or absence of something, in contrast to quantitative observation, which involves the degree to which something is present " (MARKETECK, 2009)

38. OBSERVATION The systematic process of witnessing and recording behaviour – of people, objects and events

39. Focus Group An interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents. Group size 8 -12 Group composition Homogenous, respondents prescreened Physical setting Relaxed, informal setting Time duration 1 - 3 hours Recording Use of audio and video cassettes Moderator Observational, interpersonal, good communication skills needed.

40. Other Qualitative Techniques Depth Interview: An unstructured interview that seeks opinions of respondents on a one-to-one basis. Useful for sensitive issues, politics etc. Protocol Analysis: Involves placing a person in a decision making situation and asking him/her to state everything he/she considers in making a decision. Useful in 1. Purchasing involving a long time frame (car, house) and 2. Where the decision process is too short (greeting card). Projective technique: Involve situations in which participants are placed in simulated activities hoping that they will divulge information about themselves that are unlikely to be revealed under direct questing.

41. Experiments Investigate and evaluate causal relationships between variables Differs from other methods in the degree of control

42. Experiments in Marketing include: Test Marketing Blind testing Extended User Testing Pilot Trials

43. Questionnaires

44. Major Decisions What to ask What to ask How questions are phrased How questions are phrased Sequence of questions Sequence of questions Layout Layout Pretesting Pretesting

45. SAMPLING

46. Probability Sampling Methods Probability or random sampling gives all members of the population a known chance of being selected for inclusion in the sample and this does not depend upon previous events in the selection process. The selection of individuals does not affect the chance of anyone else in the population being selected. Many statistical techniques assume that a sample was selected on a random basis