1er Parcial Flashcards
(32 cards)
Comercialization
-create a product
- the entire process (design, selling…)
What is marketing?
-does not create needs
-fulfill the ones you already have
-identify needs and finds a way to sell it
Perception is reality
-everyone perceives thing differently
-what you think is going to be your reality
-can’t change facts but can change perception
Profiles
-unique profile
-we profile everything
-we stick to our profile
-relate product profile with customer profile
4ps of marketing
PRODUCT
-what do I sell?
-focused on the needs
PRICE
-how much does it cost you?
-operational cost
-price (how much it cost?)≠value (own perception)
-willing to pay
-other companies prices
-does it fit the image?
PLACE
-how is it going to be sold?
-Is it convenient?
-where?
-logistics (transportation, process….)
-fit with the budget
PROMOTION
≠ offers
-how are you going to make people aware of your product?
New p’s
COMMUNICATION
-best communication channel
-how I and my client communicate with each other?
EXPERIENCE
-purchase experience
-store accommodation
-nowadays: very important
-buying experience more pleasant
CUSTOMER
-most important
-everything is based on the client
MARKETING MIX
-integration of product, price, place, promotion, communication, experience, customer
-having it leads to a marketing plan
Market
-not just physical
-how much money is the population going to spend on a certain product?
-how much is it going to be invested
Segmentation;
-Divide
-DEMOGRAPHIC (age, gender)
-GEOGRAPHIC (location)
-PSYCHOGRAPHIC (personality)
-LIFESTYLE (daily, likes)
-OCUPATION (do for a living)
Market segmentation
-divide the market based on specific characteristics
-créate their perfect excuse to buy our product
What segments do we want to know?
-who (buyer persona)
-what (needs, motivation)
-how (expectations)
-when (shopping and usage habits)
-where (which stores are considered)
Buyer persona
-perfect customer
-identify each part of the segmentation
Creación of a buyer persona
- Marketing mix
2.Profile of the ideal user
3.Start creating (the more info the better)
Market research
Obtaining trustworthy information to help make decisión
Characteristics of good market research
-scientific method
-research creativity
-multiple methods
-independence of models and data
-value and cost of information
-healthy scepticism
-ethical marketing
The process of market research
- Defining the problem and the research objectives
- Creating the research plan
- Putting the research plan into action
- Analyzing and showing the result
_____________
- 1. Defining the problems and research objectives
- 2. Creating the research plan
- 3. Research method
- 4. Design of the sample
- 5. Variable approach
- 6. Fieldwork or data gathering
- 7. Preparing the data to be analyzed
- 8. Analyzing the information
- 9. Making and presenting the report
Step 1. Defining the problem and the research objectives
-does the info already exists?
-does it require previous investigation?
-defining few, specific and measurable objectives
-making hypothesis
*why am I doing this investigation?
Step 2. Creating the research plan
Determine the specific information
a) Primary: Gathered from the specific objective set
B) Secondary: Info that has already been obtained
*both must be relevant, exact, recent and impartial
Differences between qualitative and quantitative research (Step. 2)
-Goals: discovering new ideas
QUALITATIVE
-Research types: exploratory (comprehension)
-Question types: open
-Execution: short
-Representation: Limited to the sample
Type of analysis: Subjective, interpretative
-Researcher goals: Observation, interpretation
-Result generalization: Limited
QUANTITATIVE
-Research types: descriptive (data)
-Question types: structured
-Execution: long
-Representation: good understanding of the population
Type of analysis: statistical relations
-Researcher goals: knowledge of statistics
-Result generalization:Estimations
QUALITATIVE (Advantages/ Disadvantages)
ADVANTAGES
-cost and data
-data richness (specific)
-wide registration of behaviors
-preliminary ideas to build models
DISADVANTAGES
-not generalized
-doesn’t distinguish small differences
-lack of validity and confidence
-few well trained researchers
QUANTITATIVE (advantages/disadvantages)
ADVANTAGES
-generalization of results
-easy to apply and register
-easy to analyze statistically
DISADVANTAGES
-Difficult to design instruments
-Lack of control over time and answer
-Interpretations based only on hard data
-Impossible to know if the respondent was honest
Step.3 Research method
QUANTITATIVE
- surveys
- observation (structured)
-experimental
QUALITATIVE
-unstructured observations (focus groups, individual surveys)
Step 4. Design of the sample
QUALITATIVE (consumer group)
-characteristics of the consumer group
QUANTITATIVE
-Muestra (random or not)
Step 5. Variable approach
QUALITATIVE
- discussion guide
-interviewee- interviewer (their own criteria becomes part of the investigation)
QUANTITATIVE
-measuring instruments
-survey/ questionnaire
Step 6. Fieldwork or data gathering
-Apply all the past elements
-Planning the fieldwork
•Time scheduling
•Budget
•Personnel
•Measuring performance
•Error control
