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Customer decision process

Customer decision process. Problem Recognition. Information Search. Alternative Evaluation. Choice and Purchase. Post-purchase Experience. E N C O D E. D E C O D E. Sender. Medium. Receiver. Communications Model. Feedback. NOISE. NOISE. Implications. General Implications

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Customer decision process

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  1. Customer decision process ProblemRecognition InformationSearch AlternativeEvaluation Choice andPurchase Post-purchaseExperience

  2. E N C O D E D E C O D E Sender Medium Receiver Communications Model Feedback NOISE NOISE

  3. Implications • General Implications • Receivers respond to messages • Cut thru the noise • Choose right “media” (methods of comm.) • Encode so that it can be decoded easily • Find ways to get good feedback

  4. Kinds of Communications • Personal selling • Advertising • Publicity • Sales Promotion • Web/Internet • Web 2.0

  5. IMC Process Analysis of Situation Review Mktg Plan Analysis ofComm Procss Monitor, Eval& ControlIMC prog Budget Determined Develop Mktg Comm Programs Integrate &Implement

  6. Some Key Promotion Points • Message should be consistent with positioning • Personal selling can use immediate feedback • Advertising is good for awareness, building beliefs, building emotion • Publicity is good for credibility • Sales promotion gets action, but also sends a message

  7. More Key Promotion Points • Advertising is relatively cheap per contact • Match ad media to message and audience • Publicity is not cost-less • Sales promotion is addictive, both for customers and for vendors

  8. Branding and Positioning

  9. Elements of Brand Equity • Awareness • Recognition • Recall • Associations • Perception of Quality • Loyalty • Relationship • Installed base • Distribution equity

  10. Brand Associations • Brand has right product for some purpose • Credibility • Assurance of quality • Assurance of continuing support • Assurance of “no nasty surprises”

  11. Associations +assoc assoc assoc assoc Brand +assoc +assoc +assoc +assoc +assoc “I think I like it.”

  12. The Law of Focus • “The most powerful concept in marketing is owning a word in the prospect’s mind.” -- Ries and Trout

  13. HP eBay Apple Google InkJet Online Auctions iXXX (iPad, iPhone) Search, AdWords Some Examples

  14. Positioning Perceived Position (in the mind of the Prospect): • For a product/market • Relative to competition • On important benefit or attribute dimensions

  15. Relationship to Brand Image • Associations emphasized for a target segment • Temporary • Becomes part of the overall set of associations

  16. Simple Concept; Difficult to Execute • Only partly influenced by vendor, since it is in the mind of the prospect • Multiple audiences see the same message • Other parties involved: competitors, channels, media, luminaries all doing their own thing

  17. Criteria for Good Positioning • Based on good products or services • Distinctive from competitors • Benefit based

  18. The Law of the Opposite • “If you are shooting for second place, your strategy is determined by the leader” • Discover what the essence of the leader is and present the prospect with the opposite (or a good alternative) Discussion Question: For the product you’ve been working on, pick a target and come up with a positioning statement.

  19. Some More Thoughts on Branding • Brand Strength comes from • Deep/broad awareness • Strong associations, Favorable associations, Unique associations • Build Brand Equity through • choice of brand elements, • design of supporting marketing • leverage of “secondary” associations

  20. Awareness • Depth: ease of recall and recognition • Breadth: range of purchase and consumption situations for which the brand comes to mind

  21. Associations • Strength • Relevance • Consistency • Favorableness • Desirable • Deliverable • Uniqueness • Parity-performance associations • Better-performance associations

  22. Brand Elements Elements • Brand name • Logo • Symbol • Character • Packaging • Slogan Genrl criteria • Memorability • Meaningfulness • Transferability • Adaptability • Protectability

  23. Characteristics of High Tech B2B • Emerging markets, segmented by adoption characteristics, lots of uncertainty • Several people involved in the buying center • Rapidly changing products • Rapidly changing strategies

  24. So what do you do? • Moore -- create the competition; what does this do? • Careful about your target -- it changes over time • Brand the company, or create a family brand; careful how you update • Create non-product associations • Leverage secondary associations of quality

  25. Characteristics of High Tech Consumer Markets • Many / most buyers have limited knowledge, can’t assess quality • Sizable price-conscious markets • May not know who your first customers really are – how do you reach them? What message?

  26. So what do you do for consumers? • Even more of secondary associations related to quality • Not so much emphasis on service, as of yet • Build brand personality? • Consistency with B2B positioning and brand associations

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