lesson 6: marketing composed, Organisational & Business Intelligence (business science)

Question 1

3.Successful customer oriented marketing implications:

Answer 1

• First, understand the customer in the best possible way by acquiring competences in human sciences,
• Then, manage these insights and convert them into a business plan

Question 2

segmentation

Answer 2

classifying consumer data to quantitice and qualitive groups. Which have similat economic, demographic, psychographic, cultural, behavioral characteristics.

Question 3

Big data (def)

Answer 3

an extremely large data sets that may be analyzed in machine learing etc. to reveal patterns, trends and associations
(mostly relating to consumer behavior)

Question 4

Big data (issue)

Answer 4

overload of available data causes organizations to have no exuse for failures in segmenting the market.

Question 5

Big data the 6 V’s

Answer 5

1. Volume (amount)
2. Variety (differents)
3. Velocity (generating/ analysing speed)
4. Veracity (degree can be trusted data)
5. Value (insight to bussines)
6. Variability (level of comparability)

Question 6

why segmenting (the public)

Answer 6

Because not everyone:

• is searching for the same value
• want the same relationship or be approached the same way via the same chanels

Question 7

differents kins of segmenting

Answer 7

• ‘clicks’: you know what you want

- ‘bricks’: you need some advise

Question 8

6-verb segmentation

how do we segment?

Answer 8

hard criterea: (what is quantity observative)

• to be
• to have
• to think

soft criterea: (what demand qualitive research to segment population)

• to think
• to feel
• to want

all 6verbs: lifestyle typology

Question 9

lifestyle

Answer 9

what customer sees as valueble resulting from the life choices they made

Question 10

Typolog/ lifestyle models

Answer 10

result of segmentation it makes the visible in grouping

Question 11

stereotype

Answer 11

is based on limited characteristics, prejudices

Question 12

typology uses:

Answer 12

• data warehousing: process of collecting an managing

- data mining: process of extracting patterns of knowledge

Question 13

mean approaches of data mining

Answer 13

• supervised techniques, are statistic

- unsupervised techniques, is to uncover the unknown

Question 14

different lifestyle models

Answer 14

• Roper consumer stles

- VALS: values and lifestyles

Question 15

the critical segment conditions

Answer 15

• externally heterogeneous (as little as possiple overlaps)
• internally heterogeneous (members have to share characteristics as much as posible)
• measurable (solid data warehousing, they have to be identical in size and revolution)

Question 16

TARGETING

Answer 16

taking calculated risks to select one or more segments in line with the available resources, to reach them

Question 17

why targeting?

Answer 17

because we…

• cannot reach everyone, limited resources
• do not wish to reach everyone, it isn’t attractive or doesn’t fit the companies image (= positive discrimination)

Question 18

the 3 strategies of segmentation

Answer 18

we approach..;

• everyone, non- differential marketing
• some segments: differentiated marketing (multi sided/ segmented/ diversified)
• only one segment: concentrated marketing

Question 19

differentiated marketing is selected in …

Answer 19

• multi sided: for multiple charecteristic users (eg. pet and non pet owners)
• diversified: for one characteristic user
  (eg. only pet owners, doesn’t matter witch animal)
• segmented: one specific charcteristic
  (eg. only dog breeds)

Question 20

Identified through ‘personas/e’, tailer made customer profiles that has dual purpose:

Answer 20

1. internally, to gain customers empathy by creating a familiarity with the customer
2. externally, they use a ‘mirror’ that provides the customer the feeling of understanding because they recognize themselfs

Question 21

the crititcal target conditions

is it…

Answer 21

• external/ inetnal heterogeneous + measurable
• defensible, against competition
• substantial, large enough
• accessible, logistival accesibility
• editable, communicative accesibility
• stable, non volatile, lasting enough

Question 22

Segment vs target

Answer 22

segment: is distiguishing with robot methodology
targeting: is about the competence of there enterperneurship

Question 23

positioning

Answer 23

• getting a favorable place in the mind/ hearts of the target.
• the customer grands a brand/ organisation positioning
• it is a clear, distingtive and intended attidude obtained by company’s value proposition
• bt customers journey + touch points

Question 24

positioned on an driver:

on what?

Answer 24

• functionality
• emotions
• symbolism
• costs

Question 25

competitive strategy, attacking by..

Answer 25

1. Market leader expanding 2. Market challengers steal market share 3. market follower possitioning (copies) 4. Niche possitioning, intends to dominate specific segments of the market ( for small companies) 5. motivation

Question 26

market leader expands by...

Answer 26

- expand total market, recuits of new customers (by eg new uses of product) - expand share, more usage of already existing customers (by innovation, combining)

Question 27

market challengers steal market share by...

Answer 27

- Frontal Attack: claims main value proposition - Flank Attack: fills missing gaps in value of competitors - Encirclement attack: frontal+ flank attack - Bypass Attack: ‘Blue Ocean Strategy”, setting the standarts higher. - Blitz attack: every attack in a flash, short period - Guerrilla Attack: small attacks to harass competitor

Question 28

market follower possitioning by...

Answer 28

- clone: legal counterfeiting - imitate: copies some things but maintains indetification element - adapt: slight change of competitors product to improce it and sell it predominanty

Question 29

possitioning on human values of ...

Answer 29

- Milton Rokearch Value system, RVS | - Shalom Schwartz, basic human values

Question 29

possitioning on human values of ...

Answer 29

- Milton Rokearch Value system, RVS - Shalom Schwartz, basic human values - Carl Yung, the archtypes, images and themes of poeple

Question 30

milton rokeach RVS, two set values

Answer 30

terminal values: goals wanted to achieve in lifetime instrumental values: means to achieve terminal values, models of behavior

Question 31

the archtypes

Answer 31

* The Innocent: Exhibits happiness, goodness, * The Everyman: Seeks connection belonging; * The Hero: world a better place, * The Rebel: breaks the rules; * The Explorer: travel, risk, discovery, * The Creator: driven to build things * The Ruler: Creates order * The Magician: make dreams reality, * The Lover: intimate moments * The Caregiver: Protects and cares * The Jester: Brings joy, mischief. * The Sage: insight, advisor.