Markkinoinnin ja Myynnin perusteet

1. Markkinoinnin ja Myynnin perusteet 6.9.2010 MAR1LH001 Anna Hankimaa Lähde: Kotler-Armstrong, Chapter 5-6

2. Consumer Buying Behavior • Buying behavior of people who buy goods and services for personal use -> consumer market • The central question for marketers is: • “How do consumers respond to various marketing efforts the company might use?” Lähde: Kotler-Armstrong, Chapter 5-6

3. Model of Buyer Behavior Lähde: Kotler-Armstrong, Chapter 5-6

4. Factors Influencing Consumer Behavior Personal Age & Life-Cycle Stage Occupation Economic Situation Lifestyle Personality & Self-Concept Social Reference Groups Family Roles & Status Psychological Motivation Perception Learning Beliefs & Attitudes Cultural Culture Subculture Social Class Lähde: Kotler-Armstrong, Chapter 5-6

5. Cultural Culture Subculture Social Class Culture • Culture is the most basic cause of a person's wants and behavior • Culture is learned from family, church, school, peers, colleagues. • Culture includes basic values, perceptions, wants, and behaviors. Lähde: Kotler-Armstrong, Chapter 5-6

6. Cultural Culture Subculture Social Class Social Class • Society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. • Measured by a combination of: occupation, income, education, wealth, and other variables. Lähde: Kotler-Armstrong, Chapter 5-6

7. Social Factors Viiteryhmällä (referencegroup) tarkoitetaan kaikkia sellaisia ryhmiä, joihin yksilöt samaistuvat tai haluavat samaistua Social Reference Groups Family Roles & Status Millaisia viiteryhmiä tunnistat? Lähde: Kotler-Armstrong, Chapter 5-6

8. Personal Factors Personal Age & Life-Cycle Stage Occupation Economic Situation Lifestyle Personality & Self-Concept • Elämänvaiheet: • Esim. Gen Y (alle 25 v), Young Professionls/D.I.N.K (25-34 v.) , Families (35-54) and Zoomers (55- ) / Sony seg. • Elämäntyylit • Elämäntyylien perusteella tehdään luokitteluja eli typologioita, joiden avulla ostokäyttäytymistä selitetään: • Suomessa Risc Monitor-tutkimus (TNS Gallup Oy) ja Valuegraphics- analyysi (Taloustutkimus) Lähde: Kotler-Armstrong, Chapter 5-6

9. Personality & Self-Concept Personal Age & Life-Cycle Stage Occupation Economic Situation Lifestyle Personality & Self-Concept • Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment. • Generally defined in terms of traits (=luonteenpiirre) • Self-concept suggests that people’s possessions contribute to and reflect their identities. Lähde: Kotler-Armstrong, Chapter 5-6

10. Maslow’s Hierarchy of Needs Psychological Motivation Perception Learning Beliefs & Attitudes Lähde: Kotler-Armstrong, Chapter 5-6

11. Psychological Motivation Perception Learning Beliefs & Attitudes Perception • Perception • Information Inputs • Interpretation (tulkinta) • Selective Attention (huomio) • Selective Distortion (tulkinta) • Selective Retention (muisti) • Perception = the process by which people select, organize, and interpret information inputs to form a meningful picture of the world (oman käsityksen muodostaminen) Lähde: Kotler-Armstrong, Chapter 5-6

12. Perception • Selective Attention: the process of selecting some inputs to attend to while ignoring others. • Selective distortion is an individual’s changing or twisting of information when it is inconsistent with personal feelings or beliefs. • Selective retention is remembering information that supports personal feelings and beliefs and forgetting inputs that do not. Lähde: Kotler-Armstrong, Chapter 5-6

13. Psychological Motivation, Perception Learning Beliefs & Attitudes Learning • Learning: a relatively permanent change in behavior due to experience. • Interplay of drives, stimuli, cues, responses, and reinforcement. • Strongly influenced by the consequences of an individual’s behavior • Behaviors with satisfying results tend to be repeated. • Behaviors with unsatisfying results tend not to be repeated. Lähde: Kotler-Armstrong, Chapter 5-6

14. Types of Buying Behavior HighInvolvement LowInvolvement Significantdifferencesbetweenbrands Fewdifferencesbetweenbrands Lähde: Kotler-Armstrong, Chapter 5-6

15. Buying Decision Process Heightened attention / active information search Purchase intention -> action How well the expectations are met? Cognitive dissonance Internal stimuli / External stimuli Lähde: Kotler-Armstrong, Chapter 5-6

16. Buying Decision Process • Consumers may use careful calculations & logical thinking • Consumers may buy on impulse and rely on intuition • Consumers may make buying decisions on their own • Consumers may make decisions after talking with others Marketers must study buyers to find out how they evaluate brand alternatives! Lähde: Kotler-Armstrong, Chapter 5-6

17. Buying Decision Process • Cognitive dissonance: a buyer’s doubts shortly after a purchase about whether it was the right decision. Lähde: Kotler-Armstrong, Chapter 5-6

18. Product Adopter Categories • When an organization introduces a new product, people do not begin the adoption process at the same time, nor do they move through it at the same speed. • Adopters are divided into five categories: • Innovators • Early Adaptors • Early Majority • Late Majority • Laggards Lähde: Kotler-Armstrong, Chapter 5-6

19. Mihin ryhmään itse kuulut? Lähde: Kotler-Armstrong, Chapter 5-6

20. Business Markets &Business Buyer Behavior • The business market is vast and involves far bigger sales and items than do consumer markets. • Business buyer behavior refers to the buying behavior of the organizations that buy • goods and services for use in the production of other products • services that are sold, rented, or supplied to others. Lähde: Kotler-Armstrong, Chapter 5-6

21. Business Markets • Market Structure and Demand: • Contains far fewer but larger buyers. • Customers are more geographically concentrated. • Business demand is derived from consumer demand. • Nature of the Buying Unit: • Business purchases involve more decision participants. • Business buying involves a more professional purchasing effort. Lähde: Kotler-Armstrong, Chapter 5-6

22. Types of Decisions and the Decision Process • Business buyers usually face more complex buying decisions • Business buying process tends to be more formalized • Buyers and seller work more closely together and build close long-run relationships Lähde: Kotler-Armstrong, Chapter 5-6

23. Model of Business Buyer Behavior Lähde: Kotler-Armstrong, Chapter 5-6

24. Major Types of Buying Situations

25. Participants in the Business Buying Process • Decision-making unit of a buying organization is called its buying center. • Not a fixed and formally identified unit. • Membership will vary for different products and buying situations. • Buying Center Members: • Users • Deciders • Influencers • Buyers • Gatekeepers Lähde: Kotler-Armstrong, Chapter 5-6

26. Major Influences on Business Buyer Behavior Lähde: Kotler-Armstrong, Chapter 5-6

27. The Business Buying Process Lähde: Kotler-Armstrong, Chapter 5-6

28. Segmentation Lähde: Kotler-Armstrong, Chapter 5-6

29. Steps in Market Segmentation, Targeting, and Positioning Lähde: Kotler-Armstrong, Chapter 5-6

30. Segmentation Terminology • Segment Marketing • Adopting a company’s offerings so taht tehy more closely match the needs of one or more segments • Niche Marketing • Adapting a company’s offerings to more closedly match the needs of one more sub-segments where there is often little competition • Micromarketing • A form of target marketing in which companies tailor their marketing programmes to the wants and needs of very narrowly defined demographic, psychogracphic or behavioural segments Lähde: Kotler-Armstrong, Chapter 5-6

31. Market Segmentation • Geographic • Demographic • Psychographic • Behavioral Lähde: Kotler-Armstrong, Chapter 5-6

32. Market Segmentation GEOGRAPHIC • World region or country, City • Density (Urban, suburban, rural) • Climate (Northern, Southern) DEMOGRAPHIC • Age, gender, family size, income, occupation, etc. • The most popular bases for segmenting customer groups. • Easier to measure than most other types of variables. Lähde: Kotler-Armstrong, Chapter 5-6

33. Market Segmentation PSYCHOGRAPHIC • Social class • Lifestyle • Personality Lähde: Kotler-Armstrong, Chapter 5-6

34. Market Segmentation BEHAVIORAL • Occasion: Regular / special • Benefits: quality, service, economy, convenience, speed • User status: nonuser, ex-user, potential, first-time, regular • User rates: light user, medium user, heavy user • Loyalty status: none, medium, strong, absolute • Readiness stage: unaware, aware, informed, interested, desirous, intending to buy • Attitude toward product: enthusiastic, positive, indifferent, negative, hostile Lähde: Kotler-Armstrong, Chapter 5-6

35. Market Segmentation • Best to use multiple approaches in order to identify smaller, better-defined target groups. • Start with a single base and then expand to other bases. Lähde: Kotler-Armstrong, Chapter 5-6

36. Segmenting Business Markets • Consumer and business markets use many of the same variables for segmentation. • Business marketers can also use: • DEMOGRAPHICAL: industry, company size • OPERATIONAL: by technology, light/medium/heavy users • PURCHASING: quality or best value, leasing or buying • SITUATIONAL: urgency (DHL), specific use • PERSONAL: Commited long-term customer relationships Lähde: Kotler-Armstrong, Chapter 5-6

37. Segmenting International Markets • Geographic location • Economic factors • Political and legal factors • Cultural factors Lähde: Kotler-Armstrong, Chapter 5-6

38. Requirements for Effective Segmentation • Measurable • Accessible • Substantial • Differentiable • Actionable Lähde: Kotler-Armstrong, Chapter 5-6

39. Evaluating Market Segments • Segment Size and Growth • Analyze current segment sales, growth rates, and expected profitability. • Segment Structural Attractiveness • Consider effects of: competitors, existence of substitute products, and the power of buyers & suppliers. • Company Objectives and Resources • Examine company skills & resources needed to succeed in that segment. • Offer superior value and gain advantages over competitors. Lähde: Kotler-Armstrong, Chapter 5-6

40. Target Marketing Strategies Lähde: Kotler-Armstrong, Chapter 5-6

41. Choosing a Market Coverage Strategy Factors to consider: • Company resources • Product variability • Product’s life-cycle stage • Market variability • Competitors’ marketing strategies Lähde: Kotler-Armstrong, Chapter 5-6

42. Positioning for Competitive Advantage • Product’s position is the way the product is defined by consumers on important attributes. • The place the product occupies in consumers’ minds relative to competing products. Lähde: Kotler-Armstrong, Chapter 5-6

43. Positioning Map Lähde: Kotler-Armstrong, Chapter 5-6

44. Choosing a Positioning Strategy • Identify a set of possible competitive advantages on which to build a position • Choose the right competitive advantages • Select an overall positioning strategy MUST EFFECTIVELY COMMUNICATE AND DELIVER POSITION TO MARKET! Lähde: Kotler-Armtrong, Chapter 5-6

45. Identifying Possible Competitive Advantages • Key to winning target customers is to understand their needs better than competitors do and to deliver more value. • Competitive advantage – extent to which a company can position itself as providing superior value. Lähde: Kotler-Armstrong, Chapter 5-6

46. Identifying Possible Competitive Advantages • Product Differentation: • e.g.consistency, durability, repairability • Services Differentiation: • e.g. speed, convenience, careful delivery • Image Differentation: • e.g. communicate benefits and positioning • Channel Differentation: • e.g. coverage, expertise, performance • People Differentation: • eg. hiring, training better Lähde: Kotler-Armstrong, Chapter 5-6

47. Positioning Errors • Underpositioning: • Failing to really position the company at all. • Overpositioning: • Giving buyers too narrow a picture of the company. • Confused Positioning: • Leaving buyers with a confused image of a company. Lähde: Kotler-Armstrong, Chapter 5-6

48. Choosing Right Competitive Advantages • Important: The difference delivers a highly valued benefit to target buyers. • Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way. • Superior: The difference is superior to other ways that customers might obtain the same benefit. • Communicable: The difference is communicable and visible to buyers. • Preemptive: Competitors cannot easily copy the difference. • Affordable: Buyers can afford to pay for the difference. • Profitable: The company can introduce the difference profitably. Lähde: Kotler-Armstrong, Chapter 5-6

49. Value Proposition Lähde: Kotler-Armstrong, Chapter 5-6