Bài giảng Economics - Chapter 12 Customer-Driven Marketing

Chapter TwelveCustomer-DrivenMarketing12-1The Exchange Process: Giving Up One Thing in Return for AnotherSomething of Value(money,credit,labour, goods)Something of Value(goods,services,ideas)SellerBuyerMarketing Creates UtilityPlace utilityTime utilityOwnership utilityForm utility12-2Functions of MarketingBuyingSelling TransportingStoringGradingFinancingMarketing researchRisk taking12-3The Breakdown of the Marketing Concept12-4aThe Breakdown of the Marketing Concept12-4bMarket/Target MarketA market is a group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas.A target market is a more specific group of consumers on whose needs and wants a company focuses its marketing efforts.12-5Generational MarketingCanada’s oldest citizens - the generation of great hope - desire products that reward them for hard workBaby boomers - the generation born in great economic prosperity - desire products that save time or simplify livingGen Xers - desire products that fit with the image of (born between 1966-1980) self they are creatingGeneration Y - the most privileged generation - desire products that are high-tech and authentic and nontraditional shopping venues12-6Marketing to Different Generations (or target markets)According to Boomers According to Generation YLexus LS 400 Jeep WranglerGap Delia’sEstee Lauder Hard CandyPalm Pilot Motorola Flex PagersCoke Mountain DewNikes Vans12-7Source: Ellen Neuborne and Kathleen Kerwin, “Generation Y,”Business Week, February 15, 1999, pp. 82-83.What’s Cool?Target Market Strategies12-8Single Marketing StrategyCompanyTotal-Market ApproachTotal Target MarketMultiple Target Markets Marketing Strategy 1CompanyMultisegment ApproachMarketing Strategy 2Single Marketing StrategyCompanyConcentration ApproachSingle Target MarketBases for Segmenting MarketsDemographicsGeographic factorsPsychographicsBehavioristic characteristics12-9The Marketing Mix: Product, Price, Promotion, and Distribution12-10CustomerPromotionPriceDistributionProductBuying BehaviorPsychological variablesperceptionmotivationlearningSocial variablessocial rolesreference groupssocial classesculture12-11Trends in Buying BehaviorOne-arm packs/hipsacks BackpacksPink GrayKrav Maga PilatesLowriders MotorcyclesBistros ClubsTai Bo Tai ChiAnatomical wrap soles PlatformsScalp jewels GlitterManic Street Preachers/Air The VerveOstrich burgers Turkey burgersFloating necklaces Silver spring bracelets12-12Source: ad/99_ad/9901_ad/ad990106e.htm, March 15, 1999.ArrivalsDeparturesWho’s Buying Beetles?12-13Source: USA Today, February 2, 1999, p. B-3.2%14%30%35%13%5%1%18-2425-3435-4445-5455-6465-7475 and overAge of head of household:A Marketing Mix and the Marketing Environment12-14CustomerPromotionPriceDistributionProductSocialForcesCompetitiveand EconomicForcesTechnologicalForcesPolitical, Legal, andRegulatoryForcesMarketing EnvironmentMarketing Environment Trends12-15Source: USA Today, March 3, 1999, p. A-1.19981970Married,withspouseDivorcedNevermarriedMarried,separatedWidowedMarriage rate droppingThe number of adults married and livingwith their spouse declinedto an all-time low in 1998due to increasing levels ofdivorced and nevermarried adults.Decline since 1970:11 White 59%, hispanic 51%,black 35% (only groups broken out)Source: Census BureauTechnologicalForces(bluefly.com Online Outlet)12-16Solve the Dilemmaa. What do you think were the main concerns with the Olympus 2-door sports coupe? Is there a market for a 2-seat, $32,000 sports car when the Miata sells for significantly less?b. Evaluate the role of the marketing mix in the Olympus introduction.c. What are some of the marketing strategies auto manufacturers use to stimulate sale of certain makes of automobiles?12-17Explore Your Career OptionsHow will a career in marketing be enhanced by knowledge about customer buying behaviour and customer service?12-18Additional Discussion Questions and Exercises1. Utility is the ability of a product to satisfy human needs and wants. What are the four kinds of utility?2. Why are intermediaries helpful in distribution?3. What are some different forms of promotion?4. What is the difference between primary data and secondary data?5. What are some sources for obtaining secondary data?12-19Chapter 12 Quiz12-20a1. When a business segments markets on the basis of personality characteristics, motives, and life styles, that segmentation is based on a. demographics. b. geographic factors. c. psychographics. d. behaviouristic characteristics.2. The act of giving up one thing in return for something else is a. marketing. b. utility. c. an exchange. d. promotion.Chapter 12 Quiz12-20b3. The psychological factor described as “changes in a person’s behaviour based on” is termed: a. perception. b. motivation. c. personality. d. learning.4. In developing a marketing mix, what should be the central focus of all marketing activities? a. price b. buyer or customer c. product d. promotion