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MARKETING AN ECCENTRIC: BUSINESS SCHOOL LESSONS FOR PERSONS ON THE AUTISTIC SPECTRUM

MARKETING AN ECCENTRIC: BUSINESS SCHOOL LESSONS FOR PERSONS ON THE AUTISTIC SPECTRUM.

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MARKETING AN ECCENTRIC: BUSINESS SCHOOL LESSONS FOR PERSONS ON THE AUTISTIC SPECTRUM

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  1. MARKETING AN ECCENTRIC:BUSINESS SCHOOL LESSONS FOR PERSONS ON THE AUTISTIC SPECTRUM Lars Perner, Ph.D.Visiting Assistant Professor of MarketingA. Gary Anderson Graduate School of ManagementUniversity of California, Riverside900 University AvenueRiverside, CA 92521(909) 787-2330   Fax: (909) 787-3970lars.perner@ucr.edu  http://www.LarsPerner.com http://www.ConsumerPsychologist.com .

  2. What is Marketing NOT? • Effective marketing does not involve: • Obnoxious sales people • Advertising aimed at selling bad products

  3. What Is Marketing? • Exchange between two parties • Marketing concept: Meeting customers’ current needs--may entail new products

  4. Does NOT mean “selling out” Part of the process involves setting one’s “mission” Could be applied to: Employers or business One’s ideas Romantic prospects Marketing

  5. The Four Ps • Product • Promotion • Place (Distribution) • Price

  6. Some Marketing Issues • The Marketing Environment • Strengths, Weaknesses, Opportunities, and Threats • Segmentation, Positioning, and Targeting • Market Research • Promotion and Persuasion • Strategy: Making tough choices

  7. Environmental Scanning and Analysis ANALYSIS SCANNING ACTION

  8. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis STRENGTHS STRATEGY WEAKNESSES OPPORTUNITIES THREATS

  9. Computing skills Other areas of knowledge Organizational skills Planning Organizing and storing information Finding information Writing Creative Technical Proof-reading Construction art other Dependability Attention to detail Creativity Examples of Strengths

  10. Organization Binders Computer hard drives Reminders to self Post-its Computer reminders Daily calendar Remembering faces Photographs if possible, otherwise descriptive notes Preparation for social situations Compensating for Challenges

  11. Steps in Marketing Strategy SEGMENTATION Identifying different kinds of customers TARGETING Identifying the segments to emphasize POSITIONING Optimize offerings for the Selected customers

  12. Segmentation • Customers have different needs, wants, and behavior • Each individual is different, but it is convenient to identify groups with similarities • Criteria: • People within a segment are relatively similar; significant differences between segments • Feasibility of serving the segment

  13. Targeting • Selecting best segments to serve based on • Own specialties and competencies • Extent of competition and competitors’ strengths • Attractiveness of segments • Demands and preferences • Growth • Price sensitivity and loyalty

  14. Positioning • Implementing the targeting plan through appropriate decisions on • Product • Place (distribution) • Promotion • Price

  15. Market Balance • Different firms serving different types of customers to avoid competing only on price • The market needs a lot of some and a few of others—e.g., • Large demand for general fast food restaurants • May be very profitable to serve a small segment (e.g., Pakistani food)

  16. Research Findings • “Me too” brands tend not to do well • Being “all things to all people” is usually not successful—competitors will have better products to serve specific customers • Brands are usually better off focusing on their strengths

  17. Marketing Research • Secondary: Using already available data. Some library resources: • Occupational Outlook Handbook • Industrial Outlook Handbook • Hoover’s • U.S. Government data • Library databases (e.g., Lexis-Nexis) • Primary: Interviewing others

  18. Promotion and Persuasion • Some techniques • Adding, rather than trying to change, beliefs • Strengthening beliefs • Changing importance of attributes • Two-sided appeals—admitting something negative to gain credibility

  19. A Two-Sided Appeal “One competitor has lower prices BUT we provide more services and greater selection.”

  20. Marketing Strategy: Making Tough Choices • There are few clearly right or wrong answers in marketing • Some strategies are more risky than others • Tradeoffs between choices

  21. Strategy, Marketing, and the Organization DESIRED OUTCOMES RESEARCH, ANALYSIS AND PLANNING IMPLEMENTATION STRATEGY RESULTS EVALUATION

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