mba570.springsummer09.1

5. Welcome

6. Class Policies

7. Class Policies
• Syllabus posted in forums is guiding document

8. Class Policies
• Syllabus posted in forums is guiding document
• Miss one class – lose (4) participation points

9. Class Policies
• Syllabus posted in forums is guiding document
• Miss one class – lose (4) participation points
• Second missed class – auto-drop

10. Class Policies
• Syllabus posted in forums is guiding document
• Miss one class – lose (4) participation points
• Second missed class – auto-drop
• Learning teams, APA format

11. Class Policies
• Syllabus posted in forums is guiding document
• Miss one class – lose (4) participation points
• Second missed class – auto-drop
• Learning teams, APA format
• Late assignments & feedback
• Late penalty 10% per day

12. Syllabus Review

13. What are we going to learn?

15. How to identify markets & consumers

16. How to identify markets & consumers
How to segments markets

17. How to identify markets & consumers
How to segments markets
How & why consumers buy

18. How to identify markets & consumers
How to segments markets
How & why consumers buy
Developing new products

19. How to identify markets & consumers
How to segments markets
How & why consumers buy
Developing new products
Marketing across channels

20. How to identify markets & consumers
How to segments markets
How & why consumers buy
Developing new products
Marketing across channels
How internet marketing works

21. How to identify markets & consumers
How to segments markets
How & why consumers buy
Developing new products
Marketing across channels
How internet marketing works
How to write marketing plan

22. How to identify markets & consumers
How to segments markets
How & why consumers buy
Developing new products
Marketing across channels
How internet marketing works
How to write marketing plan
How to think like a marketer

23. Enabling Technology

24. Enabling Technology

25. Enabling Technology

26. Enabling Technology

27. Enabling Technology

28. Enabling Technology

29. Enabling Technology

30. Enabling Technology

31. Enabling Technology

32. Presentation Skills

35. The “Brand Ladder”

36. The “Brand Ladder”

37. Environmental Scanning

38. Environmental Scanning
Social

39. Environmental Scanning
Social Economic

40. Environmental Scanning
Social Economic Technology

41. Environmental Scanning
Social Economic Technology Competitive

42. Environmental Scanning
Social Economic Technology Competitive Regulatory

43. Technological Obsolescence

44. Technological Obsolescence

45. R e gu lator y forces

46. R e gu lator y forces

47. R e gu lator y forces

48. The Consumer Decision Process

49. Evaluating Alternatives

50. Information Search

51. Buying Value

52. Buying Value

53. The Rational Consumer

54. The Rational Consumer

55. The Rational Consumer

56. SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Personal Influence
 Opinion Leadership
• Opinion Leaders
• Word of Mouth
Slide 5-39

57. Pierce Brosnan and Anna Kournikova
Why use celebrity spokespersons?
Slide 5-40

58. FIGURE 5-C Word of mouth influence
Slide 5-41

59. SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Family Influence
 Consumer Socialization
 Family Life Cycle
 Family Decision Making
• Information Gatherer • Purchaser
• Influencer • User
• Decision Maker
Slide 5-44

60. Slide 5-46

61. SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Social Class
• Culture and Subculture
 African American Buying Patterns
 Hispanic Buying Patterns
 Asian American Buying Patterns
• Assimulated
• Nonassimulated
Slide 5-47

62. Bonne Bell Cosmetics
Why target the African American women market?
Slide 5-48

63. Target
Why use Spanish language ads in the U.S.?
Slide 5-49

64. + agenda
Consumer v. Organizational
Markets introductions
 Exercise: Compare Consumer v. Organizational exercise 1
Buying decision syllabus
dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

65. CHARACTERISTICS OF
ORGANIZATIONAL BUYING
• Demand Characteristics
 Derived Demand
• Size of the Order or Purchase
• Number of Potential Buyers
• Organizational Buying Objectives
Slide 6-13

66. FIGURE 6-3 Key characteristics of
organizational buying behavior
Slide 6-14

67. FIGURE 6-A Key organizational buying
criteria
Slide 6-17

68. +
Next Week
 Remember to create / post your Learning team
Charter by Friday 6pm
 Remember to review the rubric for the next
assignment
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS