Đang tải... (xem toàn văn)
Chapter 25 - New age strategies. In this chapter, the following content will be discussed: The need for databases, elements of a database, ways to gather consumer data, benefits of database marketing, e-commerce,...
1 Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Chapter Twentyfive New Age Strategies / Marketing Research 12th Edition The Need for Databases To test a program prior to rolling it out: ▫ Define your target group ▫ Go into your database ▫ Create a matched set ▫ Expose the test variable ▫ Minimize other marketing efforts while the test is going on ▫ Allow test program enough time to work ▫ Measure results by comparing the two groups’ sales ▫ Take action. If test results warrant going ahead, then ▫ Implement it / Marketing Research 12th Edition Elements of a Database / Marketing Research 12th Edition Ways to Gather Consumer Data / • Rebate Cards • Suggestion Cards • Warranty Registration Cards • Free Subscription Offer Cards • Directly Ask Consumers Marketing Research 12th Edition Ways to Gather Consumer Data (Cont.) Guerilla Tactics / • Get the product right • Use lowtech targeting and creative thinking • Use other people’s data (OPD) first • Buy new media Marketing Research 12th Edition Types of Databases • • • Active customers Inactive customers Inquiries Modeling customers serves to: / ▫ Identify most typical customers and so become more effective in prospecting ▫ Identify best customers to prospect ▫ Identify niche markets to add to the marketing universe ▫ Develop more effective marketing tools (materials and media) Marketing Research 12th Edition Benefits of Database Marketing / ▫ Customers are easier to retain than acquire ▫ Determine their “lifetime value” to decide whether or not to encourage greater lifetime duration ▫ Develop relationships with customers across a family of related products and services Marketing Research 12th Edition ECommerce • Ecommerce influence ▫ The impact of the ‘Net on purchases made entirely off line’ • Ecommerce ordering ▫ Captures the orders that are placed online but paid for later via telephone or instore • Ecommerce buying ▫ Combines ordering and paying online / Marketing Research 12th Edition 10 ECommerce (Contd.) 2011 Holiday Season to Date vs. Corresponding Days* in 2010 / Marketing Research 12th Edition 16 Mobile Marketing (Contd.) Potential development areas of mobile marketing research are: / Marketing Research 12th Edition 17 Social Marketing • • The numbers of online social networks and blogs are expanding at a feverish pace, attracting consumers from a wide range of demographic segments Some of the popular social media channels: / Blogs Social networks: such as Facebook, Myspace, LinkedIn Content Communities: such as Youtube, Google Video (video sharing), or Flickr (photo sharing) Social Coupons: such as Groupon and Living Social Marketing Research 12th Edition 18 Social Marketing (Contd.) / Marketing Research 12th Edition 19 Experiential Marketing • • / Experiential marketing connects customers and brands in encounters designed to turn consumers into advocates While experiential marketing may sound synonymous with wordofmouth and event marketing, in reality it is narrowly defined and aimed at niche audiences, generating a higher return on the investment Marketing Research 12th Edition 20 Relationship Marketing Keys to Relationship Marketing: • • • / Identify and build marketing databases of present and potential purchasers Deliver differentiated messages to targeted households Track the relationship to make media expenditures more effective and more measurable Marketing Research 12th Edition 21 Metrics to Manage Customer Loyalty 22 Developments in Relationship Marketing Customer lifetime value (CLV) • ▫ Calculated as the sum of cumulated cash flows — discounted using the Weighted Average Cost of Capital (WACC) or discount rate — of a customer over his or her entire lifetime with the company • Customer equity (CE) ▫ The total of the discounted lifetime values summed over all of firm’s current and potential customers / Marketing Research 12th Edition 23 Customer Lifetime Value 24 Developments in Relationship Marketing (Contd.) • Aggregatelevel approach ▫ CE framework can be used to: / Formulate firm/segment level strategies concerning investments in acquisition, retention, and addon selling As a surrogate measure of the market worth of most firms and for comparing competing firms Marketing Research 12th Edition 25 Developments in Relationship Marketing (Contd.) • Disaggregatelevel approach ▫ CLVs of each customer can help to formulate customer specific marketing strategies for: / Customer selection Customer segmentation Optimal resource allocation Purchase sequence analysis Targeting profitable prospects based on CLV Marketing Research 12th Edition 26 Word‐ of‐ Mouth Marketing The art and science of building active, mutually beneficial consumer ‐ to ‐ consumer and consumerto‐ marketer communications 27 Customer intelligence framework 28 Customer DNA Model / Customer DNA model SOURCE: http://www.gfk.com/ Marketing Research 12th Edition 29 Customer Analysis / • Customer acquisition • Customer crosssell • Customer upsell • Customer retention Marketing Research 12th Edition 30 End of Chapter Twenty Five / Marketing Research 12th Edition ... Customer Knowledge Value (CKV) Marketing Research 12th Edition 16 Mobile Marketing (Contd.) Potential development areas of mobile marketing research are: / Marketing Research 12th Edition 17 Social Marketing •... reach, rich experience as well as targeted marketing opportunities Advantages of Mobile Marketing / Marketing Research 12th Edition 15 Mobile Marketing (Contd.) • • Mobile marketing is being implemented as an ... Social Coupons: such as Groupon and Living Social Marketing Research 12th Edition 18 Social Marketing (Contd.) / Marketing Research 12th Edition 19 Experiential Marketing • • / Experiential marketing connects customers and