Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Competition
fighting on customers
to succeed : control the 3Cs
Customers
Change
Purchasing
decision
begins with
customers
reaction to
stimuli
Individual
Characteristics
Age, gender, ethnicity,
education, lift style,
psychological, knowledge,
values, personality
Environment
Characteristics
Social, family,
communities
Buyers Decisions
Stimuli
Marketing
Others
Price
Economical
Promotion Technology
Product
Political
Quality
Cultural
Buy or not
What to buy
Where (vendor)
When
How much to spend
Repeat purchases
Decision
Making
Process
Technical
Customer
service
Support
Payments,
Delivery
Support
Web design,
Intelligentagents
FAQ,
e-mail,
Call centers,
One-to-one
Consumer Types
Individual
Purchasing Types
Impulsive
Purchasing Experiences
Utilitarian: shopping to achieve a goal or complete a task
Hedonic: shopping because it is fun and I love it
Environmental Variables
Social variables
people influenced by family members, friends, coworkers, whats in fashion this year, Internet
communities and discussion groups
Cultural variables
Psychology variables
Other environmental variables
available information, government regulations,
legal constraints, and situational factors
6
Consumer Demographics
Household income (46% at least $50,000/year
Internet access option (63% primarily form home &
58% primarily from work or school)
Length and frequency of use (88% access daily &
33% access 10-20 hours a week)
Access cost (67% pay for their own Internet access
& 31% paid for by their employers)
Relationship marketing
Overt
Customer loyalty
Purchase behavior
One of the most significant contributors to profitability
Increase profits; strengthen market position; become
less sensitive to price competition; increase crossselling success; save cost, etc.
Real world examples
1-800-FLOWERS
Amazon.com
Federal Express (FedEx)
ISFLAVIA:
ISFLAVIA:
Customer Service
Information can be directed to the customer efficiently
Creation of a database which records purchases,
problems and requests is facilitated
Information can now be traced and analyzed for
immediate response
If customer service options and solutions do not
maintain the same level of excitement and interaction
as the advertising and sales presentations, the level of
intensity declines and the vendor runs the risk of losing
customers
20
21
Doing
business
via Web
Prentice Hall, 2000
22
Chat Room
discuss issues with company experts; with other
customers
E-mail
used to disseminate information, send product
information and conduct correspondence regarding any
topic, but mostly inquiries from customers
FAQs
not customized, no personalized feeling and contribution
to relationship marketing
Aims
Finding relationship between consumers, products,
marketing methods, and marketers through
information in order to discover marketing
opportunities and issues, to establish marketing
plans, to better understand the purchasing process,
and to evaluate marketing performance
Problem definition
and
Research
objectives
Research
methodology,
Data collection
plan
Data
collection,
Data analysis
Results,
Recommendations,
Implementation
Market Segmentation
Market segmentation is the process of
dividing a consumer market into
meaningful groups for decision-making.
In the past, most marketing approaches
have focused on group-based targeted
markets, not on a personal way to
identify individual consumers who
actually purchased and used the
products.
Market Segmentation
Improved methods of marketing research based
on information technologies allow marketers to
collect, store, and analyze detailed and personal
information in a cost-efficient way.
Example : Wal-Mart
Lifestyles are typically established by consumers
filling out questionnaires about their activities
such as work and family, interests and opinions,
etc.
Intelligent Agents
Computer
Rated of products
Negotiation Agents
Price and other terms of transactions are determined
multiple agents; classified as system where users
create agents for the purpose of selling or buying goods
3 strategies : anxious, cool-headed and frugal
considering a number of different parameters: price,
warranty, delivery time, service contracts, return policy,
loan option and other value added services
Learning Agents
Be capable of learning individuals preferences and
make suggestions
use learning theory by monitoring customers
interactions
learns customers interests, preferences and behavior
and delivers to them customized service accordingly
Consumer Types
Individual customers Vs. Organizational buyers
Characteristic
Demand
Purchase volume
Number of customers
Location of buyers
Distribution structure
Nature of buying
Nature of buying influence
Type of negotiations
Use of reciprocity
Use of leasing
Primary promotional
method
Retail Buyers
Individual
Smaller
Many
Dispersed
More indirect
More personal
Single
Simpler
No
Lesser
Advertising
Organizational Buyers
Organizational
Larger
Fewer
Geographically concentrated
More direct
More professional
Multiple
More complex
Yes
Greater
Personal selling
Individual
Influences
Age; gender; ethnicity;
education, lift style;
psychological; knowledge;
values; personality
Stimuli
Marketing
Others
Price
Promotion
Product
Quality
Behavioral
Model
Economical
Technology
Political
Cultural
Interpersonal
Influences
Organizational
Influences
Authority; status;
persuasiveness
Decision Making
Process (Group
or Individual)
Buyers
Decisions
Buy or not; What to buy;
Where (vendor);
When; Delivery terms
Payments
Technical
support
Customer
service
Payments,
delivery
Web design,
Intelligentagents
FAQ,E-mail,
Call Centers,
One-to-one
Thank
You