New Trends in Marketing Management
Maslow Pyramid
Consumer
● Empathy
● Consciousness
● Values
● Mystery
● Passion
● Intuition
● Creativity
● Imagination
● Ethics
Positioning
Segmentation
“A market segment consists in a subgroup of people or organizations that share one or more
characteristics that generates similar product needs”
● To gain a new customer is 6/8 times more expensive than retain a current one
Sex
Life
Age
Style
Population
Cultural
Psychographic
Demographic
Education
Social
Religion
Influencer
Income
Segmentation
Population
Loyalty
Regional
Usage
Geographic
Behavioral
Weather
Benefit
City
Occasions
Marketing Mix
Physical
People
Evidence
●
Custo ●
Facil
mers
ities,
●
Emplo equipment
yees
●
Unif
●
Social orms
interactions ●
Liver
●
Roles
y&
& Scripts
artifacts
●
Relatio ●
Sign
nships
age
Process
Promotion
●
Service
design
●
Standardi
zation
●
Customiz
ation
●
Operatio
nal efficiency
●
Intern
al marketing
●
Direct
marketing
●
Adver
tising
●
Other
promotional
methods
Product
●
Total
service
product
●
Core
product
●
Supplem
entary services
●
Facilitati
ng services
Price
Place
●
Cost-ba
sed
●
Deman
d-based
●
Operati
ons-based
●
Compet
ition-based
●
Relatio
nships-based
●
Access
●
Locatio
n
●
Deliver
y services
●
Electro
nic delivery
●
Sym
bols
●
Supporti
ng services
Product Levels
Marketing Mix: Price
External Factors
Internal Factors
●
●
●
●
●
●
●
●
Elasticity of demand
Legal regulation
Competitors
Inflation
Cost structure
Company resources
Brand positioning
Distribution channels
Marketing Mix: Promotion
Public
Personal
Direct
Internet
Sales
Advertising
Publicity
Relations
Selling Marketing Presence
Promotion
Marketing Mix: Placement
Channels
Coverage
Locations
Inventory
Marketing Mix: Physical Evidence
Facility exterior
● Exterior design
● Signage
● Parking
● Landscape
● Surrounding environment
Facility interior
● Interior design
● Equipment
● Furniture
● Layout
Transportation
Relational
Marketing
Logistics
● Air quality/ temperature
Digital Marketing
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Emotional Marketing Strategies
1. Know your audience
2. Lead with Color
a. Red: color of fire and blood, so it is associated with energy, war, danger,
strength, power, determination as well as passion, desire and love
b. Orange: combines the energy of red and the happiness of yellow, it is
associated with joy, sunshine, and tropics
c. Black: associated with power, elegance, formality, death, evil and mystery
d. Yellow: the color of sunshine, it’s associated with joy, happiness, intellect and
energy
e. Green: the color of nature, it symbolizes growth, harmony, freshness, and
fertility
f.
3.
4.
5.
6.
Blue: the color of the sky and sea, it is often associated with depth and
stability, it symbolizes trust, loyalty, wisdom, confidence, intelligence, faith,
truth and heaven
g. Purple: combines the stability of blue and the energy of red, it is associated
with royalty, it symbolizes power, nobility, luxury and ambition
h. White: associated with light, goodness, innocence, and purity, it symbolizes
safety, purity, and cleanliness, in heraldry, which depicts faith and purity
Tell a story
Create a movement or a community
Inspire the impossible
Project an ideal image
Marketing Mix: Person
● We see 3,000-7,000 marketing messages per day, including the ad overload we get
from the Internet
● Taste – 15%
● Hearing – 2%
● Sight – 5%
● Smell – 35%
● Touch – 10%
Sensory Marketing
Sight
●
●
●
●
Touch
●
●
●
Smell
●
●
●
Hearing
●
●
●
Taste
●
●
Colors
Lights
Architecture
Product distribution
Materials
Temperature
Access to the product
Space scent
Product scent
Specific space scent
Music ambient
Noise
Product sound
Product tasting
Product copy
CLV (Customer Lifetime Value)
Customer Value along the time
● Purchasing Repetition
● Cross Selling
● Mutual improvement
●
●
●
●
●
●
●
Advices
Minor price sensibility
Minor Cost of sales
Bigger error tolerance
Increase employee’s satisfaction
Offer’s adaptation to Customer’s needs
Better planification
Attraction, Desertion and Customer’s Profitability
Innovation Business Models
Blue Oceans: Creating new demand in a swamped marketplace
1
Identity Ideas
●Evaluate ideas
●Resource
ideas
●Align to
business
model
●Balance
Portfolio
Big Data
DDBB
2
Concept
Validation
●Determine
Investment
●Validate
Viability
3
Demo Plan
● Proof of
concept
● Validate
Hypotheses
● Adapt quickly
4
Customer
Validation
● Establish
customer
value
● Hands-on use
of product
● Learn from
metrics
5
Growth Plan
● Plan to
commercialize
● Develop
product that
can scale
DDBB Creation
Capture and organize the current marketing data
LOPD (Data Protection Laws): Fulfill the legal obligations (rights of
access, rectification, cancelation and opposition) ...
DDBB content:
● Customer’s info
● Transaction’s info
● Product info
● Payment info
● Buying channel
● Communications & promotions
● Geodemographic info
Knowledge Exploiting: storage systems
● Huge data warehouse, systematic data recompilation
● Should be easy to exploit and access for the users
● CRM (Customer Relationship Management)
● Part of Data Warehouse
● Easy access, efficient, quick and integrated
● Key for list’s integration (internals/externals)
● Process to extract info from Big DDBB. Looking for
Customer behavior, patterns, trends, etc.
Knowledge Exploiting: CRM
● Strategy for Customer’s Loyalty
● Permit to the employees’ information’s access
● To know all the Customer’s Contacts with the company
Blockchain Technology
Digital
Logistics
Identity
Supply
Chains
Recycling
Energy
Collaborative Consumption (e.g., Uber, AirBnB, Etsy, Task Rabbit, ...)
How it is different?
1. Involve 3 actors
a. Client
b. Peer services provider
c. Platform provider
2. Access is temporary
● No transfer of ownership
● “I need” ... “You have”
What to do?
1. Client (TRUST THE OTHER USER)
a. Create a profile
b. Generate trust
c. Interact with the community
d. Share the experience
2. Peer services provider (TRUST THE PLATFORM)
a. Own an asset
b. Social skills
c. Personalize service
d. Generate trust to the community
3. Platform provider (TRUST THE IDEA)
a. Fulfil client needs
b. Provide the latest technology platform
c. Create benefits for both peers
d. Mobilize broad range of people
Three Systems:
1. Product/Service
2. Collaborative Lifestyle
3. Redistribution Markets
Consumers Purchasing Behavior
Climate
Change
● Need Recognition
o External and internal stimuli
● Information Searching
o Active/Passive searching
● Alternative Assessment
o Differential attributes
● Purchasing Decision
o Place sales force on-line
● Post Buying Evaluation
o Pleasure, satisfaction, dissatisfaction, cognitive dissonance
Gestalt Laws
● Human naturally perceive objects as organized patterns and objects
● The mind has an innate disposition to perceive patterns in the stimulus based on
certain rules
o Law of Similarity
o Law of Closure
o Principle of good form
Omnichannel
The path to purchase
Awareness
ZMOT
Viral &
Influencer
marketing
Social Ads
(mobile,
social,
display)
Evaluation
1st MOT
SEM
Company
Blog
Mobile &
Web
experiences
Retargeting
Content
Marketing
2nd
MOT
Email
Loyalty
Advocacy
Newsletter
Social
Chats
Email
Offline Ads
(TV & Radio,
Print,
Billboards)
SEO
Circular Economy
● Generate social, economic, environmental impact
● Extend product life
● Review processes and decrease resources
● Improve working conditions
● Redefining economy growth
● Reduce production impact and price
● Give new use to products
Marketing Tools
PESTEL & SWOT
Porter’s 5 Forces
SMS
BCG Matrix
McKinsey Value Chain
Market Segmentation and Marketing Mix
Direct Marketing Plan