Internal marketing needs
Making Customer Relationship Management Work
Customer service comments:
E-mail Autoresponder Wharton, HBS Response, Kellog Response
Wharton Adcomm. taking questions
the least applicant-friendly B-school: Listed Reasons for Wharton
JUDGE THE ADMISSIONS OFFICES
What is Up w/ Kellogg Guy?
Shanghai interview —students helping students, serving better than we could.
Discussion Topic: Provide your own examples of excellent / poor customer service that have material impact on retaining / losing customers (use examples from a business and or customer perspective).
Discussion Topic: How does your company use its web-site for customer service and / or customer relationship building?
|Marketing Stimuli||Environmental Stimuli||Buyer’s Characteristics||Buyer’s Decision Process||Buyer’s Decisions|
|Product||Economic||Cultural||Problem Recognition||Prudct Choice|
|Price||Technology||Social||Information Search||Brand Choice|
|Place||Cultural||Psychological||Purchase Decision||Purchase Timing|
|Post Purchase Behavior||Purchase Amount|
Intro: CBB … Not just about changing promotions, but entire marketing mixes.
Cultural Characteristics: Values, Perceptions, preferences and behaviors (learned from family), fundamental to persons wants.
Buyer behavior influenced by four factors:
- cultural (culture, sub culture and social class (ethnocentrism and patriotism))
- social (reference groups, family, and roles and statuses)
- personal (age and life cycle state, occupation, economic circumstance, life style, personality and self concept)
- psychological (motivation (freud, maslow, hertzberg), perception, learning, and beliefs and attitudes)
Do Mixed Emotions and Advertising Mix?
How Store Location and Pricing Structure Affect Shopping Behavior
Decision influencers (initiator, influencer, decider, buyer and user) … not as complex as B2B buying decision influencers.
Types of Buying Situations:
- Complex Buying Behavior
- Dissonance Reducing Buying Behavior
- Habitual Buying Behavior
- Variety Seeking Buying Behavior
Consumer decision-making process:
- Need Recognition
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Post Purchase Behavior
got milk? Change consumer attitudes about milk.
MBA Purchase Process
SRI Business Intelligence: VALS, Psychology of Markets
Discussion Topic: Why use iVALS and psychographic segmentation? Which marketers would benefit most from iVals segmentation and why?
Privacy versus Understanding the customer, on the net.