Creating Value

Creating Value - Lecture 2 Creating Value in Todays...

Info iconThis preview shows pages 1–17. Sign up to view the full content.

View Full Document Right Arrow Icon
Lecture 2 Creating Value in Today’s Marketplace Prof. Towns – Spring ‘09
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2-2 To Create Value… You have to understand your customer
Background image of page 2
2-3 The Value Delivery Process
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2-4 Needs and Trends Fad Trend Megatrend
Background image of page 4
2-5 10 Megatrends Shaping the Consumer Landscape Aging boomers Delayed retirement Changing nature of work Greater educational attainment Labor shortages Increased immigration Rising Hispanic influence Shifting birth trends Widening geographic differences Changing age structure
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2-6 Social Change…. What social change has had the biggest effect on marketing than probably any other phenomenon?
Background image of page 6
2-7 Household Patterns
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2-8 In Understanding your Consumer and Creating Value ….. demographics don’t tell the whole story
Background image of page 8
Consumer Characteristics Characteristics that singularly or in combination influence what people consume and how they respond to marketing communications. Psychographics Demographics Geodemographics Behaviorgraphics
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2-10 Classification of Four General Targeting Characteristics
Background image of page 10
2-11 Behaviorgraphic Targeting Based on how people behave (with respect to a particular product category or class of related products) rather than in terms of their attitude and lifestyles, their age, income, or ethnicity, or where they live. The best predictor of one’s future behavior is his or her past behavior.
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2-12 Online Behavioral Targeting “Audience Management Systems” track Internet users’ surfing behavior in order to target them with specific advertisements.
Background image of page 12
2-13 Psychographic Targeting Captures aspects of consumers’ psychological make-ups and lifestyles including their attitudes, values, and motivations as they relate to buying behavior in a particular product category.
Background image of page 13

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2-14 Illustrative Statements Used in a Banking-Related Psychographic Study
Background image of page 14
2-15 Four Psychographic Segments of Banking Behaviors “Worried Traditionalists” “Bank Loyalists” “Secured Investors” “Thrifty Bankers”
Background image of page 15

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2-16 Geodemographic Targeting Based on the premise that consumers who reside within geographic clusters such as zip codes or neighborhoods also share demographic and lifestyle similarities.
Background image of page 16
Image of page 17
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/22/2009 for the course BUAD 307 taught by Professor Morristowns during the Spring '07 term at USC.

Page1 / 48

Creating Value - Lecture 2 Creating Value in Todays...

This preview shows document pages 1 - 17. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online