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Customer behavior Chapters 15, 16, 17 Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Customer loyalty Chapter 15 Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Product life cycle Market growth Market maturity Market sales Market intro Time Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Market decline Brands Marketing is the art of brand building (Kotler) If something is not a Brand it’s only a commodity Commodities are ruled by price A Brand is more than a name….. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Commodities vs. Brands Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Brands Brands mean something: Associations Performances Expectations Degrees of preferences Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Brand name qualities Suggest product benefits Suggest product qualities Easy to pronounce, recognize, remember Distinctive Careful of meanings in other cultures Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Benefits Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Qualities Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Pronounce, Remember, Recognize Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Distinctive Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Color & Culture China – good luck India – Purity China – Exorcism Russia – Bolsheviks India – Islam Western - Danger Ireland – The country China – Nourishing Egypt – Mourning India- Merchants Japan – Courage Western - Cowards Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Western - Spring Associations To build positive associations for a brand we need to consider: Attributes – Brands trigger attributes Benefits – Not just features Company values – that is synonymous with company Personality – brands have a “personality” Users – Brands suggest the kind of people that buy it Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Tools for building brands Owned words A brand’s name should trigger a positive associated word Slogans A pay off line that is repeated and become part of the brand Colors A specific color could become associated with the brand Symbols and Logos Famous personalities, own character or symbol Set of stories A tale re the founding or the development of the brand Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Owned word Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Slogans Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Colors Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Symbols & Logos Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stories Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Brand effectiveness Vitality Differentiated in consumer’s mind Differentiation is relevant to needs Stature Esteem Familiarity Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Example High familiarity Low Esteem High Vitality Low stature Declining Vitality Losing stature soon Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Brand checklist Your Product Comp 1 Owned word Associations Slogan Symbols Stories Positives Negatives Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Comp 2 Comp 3 The next level in Brand building Was Product / Service Good stuff It works Satisfied customer Repeat customer Deals with a need Is Experience It’s a kick Leaves a memory Member of a club Viral marketing agent Defines who you are Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Experiences Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stages of Brand loyalty 1. Brand awareness 2. Brand trial 3. Brand preference 4. Brand habit 5. Brand loyalty Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Relationship based buying Chapter 16 Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Relationship marketing People buy from people that they: Like (Perception) Trust (Perception) Know (Experience) Represent them (Group feeling) Relationship marketing is not sucking up to clients. It’s focusing on those clients that you have communality with. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Process Relationship management process Buying Actions 1. Build value for customer to… Customers buy “value for money” 2. Achieve customer satisfaction and…. 3. Loyalty…. 4. And establish a relationship…. 5. That lead to stakeholder value Satisfaction = re-buying. Decision making process is less complex as less alternatives are considered When the customer feels a bond and certain loyalty towards you and the product they increase their value to you. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior E commerce Chapter 17 Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Advantages of the Web 1. 2. 3. 4. 5. 6. 7. 8. 9. Multimedia environment Integrated IT environment Hyper-mediated environment Info rich Immediacy Interactive Availability Flexible Automated Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior
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