Relational Marketing Variables.

1
• MIS

2
• THE OFFER:THINKING IN CUSTOMER

3
• CREATIVITY

4
• MEDIA
POSITIONING PROCESS

1 ANALYSIS
PHASE 2 STRATEGIC
PHASE 3 PLANNING/EXECUTION
PHASE

SEGMENTATION

POSITIONING
CUSTOMER NEEDS Analysis and
selection of target
groups PLACE PRODUCT

COMPANY´S TARGET AND

RESOURCES SWOT
PRICE PROMOTION

DIFFERENTIATION
CURRENT AND Select the offer creating
POTENTIAL COMPETITION superior Value for the
Customer
MARKETING FOCUS

MARKETING FOCUS
–activities carry-out

PRODUCTION PRODUCT SALES MARKETING SOCIAL

PURCHASING DECISION MAKERS B2B

INSTITUTIONS RESELLERS
(HOSPITALS, (WHOLESALERS/
SCHOOLS…) RETAILERS)
GUBERNAMENTALS
ORG

MANUFACTURERS

1. PURCHASING
CENTERS
2. ETHIC
3. CUSTOMER
SERVICE

CUSTOMER CENTRIC
STRATEGIC ALLIANCES

JOINT-
VENTURE
PARTICIPATION
CO-BRANDING

ACCES TO NEW MARKETS + IT

RISK SHARING
STRATEGIC MARKETING PLAN CONTENT

SWOT Analysis ➔
Vision, mission and
COMPETITIVE
Company targets
ADVANTAGE

STRATEGIC
PLAN

Environment Strategic Plan

Analysis (PESTEL) (Tactics)
DECISION MAKERS B2C

DECISOR
INFLUENCIATOR BUYER

INITIATOR
USER

CUSTOMER IN CONSUMPTION´S MARKET

CUSTOMER BEHAVIOR

Who buys?
When
buys?

How buys?
Where?

Why?
DECISION MAKING PROCESS

NEED ALTERNATIVES POST BUYING

RECOGNITION ASSESMENT EVALUATION

INFORMATION PURCHASING
SEARCHING DECISION

DISTRIBUTION CHANNEL
The Big Picture of Consumer Behavior

Internal The decision making External

influences process influences
Attention Problem recognition
Perception Macro-environment
Memory Information acquisition (cross-cultural)
Learning
Decision rules Construction of alternatives
Micro-
Attitudes Alternative evaluation and choice Environment
(social groups)
Emotions Decision implementation and re-
Moods evaluation
CONDUCTA DEL CONSUMIDOR

NEED
RECOGNITION

External and
internal stimuli
CONDUCTA DEL CONSUMIDOR

INFORMATION
SEARCHING

Active/Passive
Searching
CONDUCTA DEL CONSUMIDOR

ALTERNATIVES
ASSESSMENT

NEED OF A SPECIFIC PRODUCT

DIFFERENTIAL
ATTRIBUTES
CONDUCTA DEL CONSUMIDOR

PURCHASING
DECISION

PLACE
SALES FORCE
ON-LINE
CONDUCTA DEL CONSUMIDOR

POST BUYING
EVALUATION

INFORMATION BUYING
SEARCHING DECISION

1 Pleasure
2 Satisfacti
on 3 Dissatisfa
ction 4 Cognitive
dissonance
COGNITIVE DISSONANCE
COGNITIVE DISSONANCE
Theory of Cognitive
• Cognitive DissonanceDissonance
- distressing mental state caused
by inconsistency between a person’s two beliefs or a
belief and an action.

• When dissonance occurs… people

– Change their behavior.
– Justify their behavior by changing the
conflicting cognition.
– Justify their behavior by adding new
cognitions.
FACTOR TO INFLUENCE IN THE PURCHASING DECISION

THE PURCHASING PROCESS IS NOT ISOLATED

INTERNAL FACTORS:
INTERNAL FACTORS: INDIVIDUALS
PSYCHOLOGICALS
① Age
① Perception
② Family Life cycle
② Motivation and learning
③ Ocupation and economical
③ Beliefs and attitudes
circunstances
④ Gender
⑤ Personality, self concept and
lifestyle
FACTORS TO INFLUENCE IN THE PURCHASING DECISION

INTERNALS FACTORS: INDIVIDUALS

FACTORS TO INFLUENCE IN THE PURCHASING DECISION

INTERNAL FACTORS: Through the 5 senses: sight, ear,

PSYCHOLOGICAL smell, taste and touch
SELECTIVE EXPOSITION

SELECTIVE
DISTORTION /
SELECTIVE
RETENTION
What do you
see?
Honda Illusions: An
Impossible Made
Possible - New CR-V 1.6
http://www.youtube.com/wat
ch?v=UelJZG_bF98
Introduction

• The process by which an

individual selects, organizes,
and interprets stimuli into a
meaningful and coherent
picture of the world

• Elements of Perception
– Sensation
– Absolute threshold
– Differential threshold
– Subliminal perception
An Overview of the
Perception Process
 Perceptual map of beers

Perceptual map – marketing

tool to evaluate the relative
position of competitive brands
along relevant dimensions

27
 The perceptual map -

Perceptual map of the Burberry brand, relative to competitors

 The perceptual map -

Speedo's current position in the swimwear market

Measuring Perceptions of Brand
Luxury
 Perception: Three Stages

• Exposure (sensation)
– registration stimuli through the five senses

• Attention
– allocating mental resources to a stimulus

• Interpretation
– giving meaning to a stimulus that has been attended to
An Overview of the
Perception Process
Exposure
Sensory Systems
• External stimuli, or sensory inputs, can be received on
a number of different channels

EYES EARS

MOUTH
SKIN
NOSE

• Inputs picked up by our five senses are the raw data

that begin the perceptual process
 Sensory systems
• Vision – marketers rely heavily on visual elements in
advertising, store design and packaging. Colours are rich in
symbolic value and cultural meanings and can be critical keys to
sales.

• Smell – odours can stir the emotions or have a calming effect,

they can invoke memories or relieve stress.

• Sound – can affect people’s feelings and behaviours.

• Touch – tactile cues can have symbolic meaning.

• Taste – can contribute to our experiences of many products.

Sensation
• Sensation is the immediate and direct response of
the sensory organs to stimuli
• A stimulus is any unit of input to any of the senses.
• Marketing stimuli:
• advertisements
• price promotions
• product change
• ….

35
 Stimuli in Marketing

• Marketing stimuli have important sensory qualities. We

rely on colours, odours, sounds, tastes and even the ‘feel’
of products when forming evaluations of them.

• Not all sensations successfully make their way through the

perceptual process. Many stimuli compete for our
attention, and the majority are not noticed or
comprehended.
FACTORS TO INFLUENCE IN THE PURCHASING DECISION

INTERNALS: PSYCHOLOGICAL

① Perception
② Motivation and learning
③ Beliefs and attitudes
MOTIVATION: Need that presses the
people to respond
LEARNING: Human being based in
repetition
FACTORS TO INFLUENCE IN THE PURCHASING DECISION

INTERNALS FACTORS:
PSYCHOLOGICAL
BELIEFS: descriptive thought
ATTITUD: assesment of a
① Perception
person/object (positive/negative).
② Motivation and Learning
Long lasting and more complexes
③ Beliefs and attitudes
than beliefs.
FACTORS TO INFLUENCE IN THE PURCHASING DECISION

THE PURCHASING PROCESS IS NOT ISOLATED

EXTERNALS FACTORS: CULTURALS AND SOCIALS

① Culture
② Subculture
③ Social Class
④ Pertenence, reference and aspirations groupo
⑤ Opinion leaders
⑥ Family
⑦ Roles and status
FACTORS TO INFLUENCE IN THE PURCHASING DECISION

CULTURE: set of adquired values, perceptions, wishes and behaviors that transmit for
generations and define human behavior (conduct).
FACTORS TO INFLUENCE IN THE PURCHASING DECISION

CULTURE: Idiom is a key issue

FACTORS TO INFLUENCE IN THE PURCHASING DECISION

CULTURE: Adaptation to cultural environment

FACTORS TO INFLUENCE IN THE PURCHASING DECISION

SUBCULTURE: Homogeneus group of people that share a culture and other features in
their groups.
FACTORS TO INFLUENCE IN THE PURCHASING DECISION

SOCIAL CLASS: Social´s divisions, hierarchical ordered, permanents, whose members

share values, interests, ect…
FACTORS TO INFLUENCE IN THE PURCHASING DECISION

PERTENENCE GROUPS: groups that you belong and interact

FACTORS TO INFLUENCE IN THE PURCHASING DECISION

OPINION LEADERS
Infography
“The best advertising is the one that makes you
the satisfied Customers
Philip Kotler -