Customer and Context Slides.pdf - Marketing(MM2 2018\/19 Session 2 Vincent Mak Reader(Associate Professor in Marketing Decision Sciences CJBS

Customer and Context Slides.pdf - Marketing(MM2 2018/19...

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Marketing (MM2, 2018/19): Session 2 Vincent Mak Reader (Associate Professor) in Marketing & Decision Sciences, CJBS [email protected]
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Framework of Marketing Strategy Situation Analysis Targeting Positioning Marketing Mix Execution -Product -Price -Place -Promotion -Customer -Competition -Company -Context -Collaborator 5Cs 4Ps Sessions 2-4
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Today’s Agenda Understanding Customer and Context I. Customer Consumer Business Buyer II. Context The Marketing macro-environment: PEST analysis
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UNDERSTANDING CUSTOMERS
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Consumer Motivations: Understanding Jennifer Smith “Why do you buy that expensive camera?”
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Consumer Decisions: Two Questions Please read the instructions sheet and answer the questions
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Customer (Consumers/Business Buyers) Buying Process Postpurchase Behaviour Purchase Decision ( Acquiring ) Information Search ( Discovering ) Needs Recognition Evaluation of Alternatives This is a standard framework. What might change at repurchase? “Why” “How”
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Needs and Motivations Maslow’s Hierarchy of Needs … Comment on this framework
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Consumer Motivations: Understanding Jennifer Smith “Why do you buy that expensive camera?”
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Consumer Decisions: Information Search Types: Interpersonal Commercial Public Experiential Result of search and decision making (can be biased/manipulated): Awareness set Consideration set Choice set Decision
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