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Social Media Marketing Management ????????

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(Marketing Management) 1002SMMM04 TLMXJ1A Tue 12,13,14 (19:20-22:10) D325 Min-Yuh Day Assistant Professor – PowerPoint PPT presentation

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Title: Social Media Marketing Management ????????


1
Social Media Marketing Management????????
???? (Marketing Management)
1002SMMM04 TLMXJ1A Tue 12,13,14 (1920-2210)
D325
Min-Yuh Day ??? Assistant Professor ?????? Dept.
of Information Management, Tamkang
University ???? ?????? http//mail.
tku.edu.tw/myday/ 2013-03-12
2
???? (Syllabus)
  • ?? ?? ??(Subject/Topics)
  • 1 102/02/19 ????????????
    (Course Orientation of Social Media
    Marketing Management)
  • 2 102/02/26 ????
    (Social Media Facebook, Youtube, Blog,
    Microblog)
  • 3 102/03/05 ?????? (Social Media Marketing)
  • 4 102/03/12 ???? (Marketing Management)
  • 5 102/03/19 ?????????????
    (Theories of Social Media Services and
    Information Systems)
  • 6 102/03/26 ???? (Marketing Theories)
  • 7 102/04/02 ??????? (Off-campus study)
  • 8 102/04/09 ????????
    (Paper Reading on Marketing Management)
  • 9 102/04/16 ???????? (Behavior Research on
    Social Media)

3
???? (Syllabus)
  • ?? ?? ??(Subject/Topics)
  • 10 102/04/23 ???? (Midterm Presentation)
  • 11 102/04/30 ????????
    (Business Models and Issues of Social
    Media)
  • 12 102/05/07 ?????? (Strategy of Social
    Media)
  • 13 102/05/14 ???????????
    (Social Word-of-Mouth and Web Mining on
    Social Media)
  • 14 102/05/21 ???????? (Paper Reading on
    Social Media)
  • 15 102/05/28 ??????? (Exploratory Factor
    Analysis)
  • 16 102/06/04 ??????? (Confirmatory Factor
    Analysis)
  • 17 102/06/11 ????1 (Term Project
    Presentation 1)
  • 18 102/06/18 ????2 (Term Project
    Presentation 2)

4
Marketing
  • Identifying and meeting human and social needs

5
Marketing
  • Meeting needs profitably

6
Marketing
  • Marketing is an organizational function and a
    set of processes for creating, communicating,
    and delivering value to customers and for
    managing customer relationships in ways that
    benefit the organization and its stakeholders.
    (Kotler Keller, 2011)

7
American Marketing Association
  • Marketing is the activity, set of institutions,
    and processes for creating, communicating,
    delivering, and exchanging offerings that have
    value for customers, clients, partners, and
    society at large

8
Marketing Management
  • Marketing management is theart and science of
    choosing target markets and getting, keeping,
    and growing customers through creating,
    delivering, and communicating superior customer
    value. (Kotler Keller, 2011)

9
Structure of Flows in a Modern Exchange Economy
10
A Simple Marketing System
11
Core Concepts
  • Needs, wants, and demands
  • Target markets, positioning (in mind of target
    buyers), segmentation
  • Offerings (intangible benefit made physical) and
    brands (offering from a know source)
  • Value (set of benefits) and satisfaction
  • Marketing channels (communications, distribution,
    and service)
  • Supply chain
  • Competition
  • Marketing environment
  • Marketing planning

12
Needs, Wants, and Demands
  • Needs are the basic human requirements such as
    for air, food, water, clothing, and shelter.
  • Humans also have strong needs for recreation,
    education, and entertainment. These needs become
    wants when they are directed to specific objects
    that might satisfy the need.
  • Demands are wants for specific products backed by
    an ability to pay.

13
Maslows Hierarchy of Needs
14
  • marketers create needs or marketers get
    people to buy things they dont want.

15
Five types of needs
  • Stated needs
  • (inexpensive)
  • Real needs
  • (low operating cost)
  • Unstated needs
  • (good service)
  • Delight needs
  • (extras)
  • Secret needs
  • (savvy consumer)

16
  • Does
  • Marketing Create or Satisfy Needs?

17
Customer Value TriadQuality, Service, and Price
(QSP)
Price
Customer Value
Service
Quality
18
Marketing Concept
  • customer-centered, sense-and-respond philosophy

19
Holistic Marketing Dimensions
20
Marketing Management Tasks
  • Developing marketing strategies (strategic fit)
  • Capturing marketing insights (obtaining
    information)
  • Connecting with customers (relationships)
  • Building strong brands (understand strengths and
    weaknesses)
  • Shaping market offerings
  • Delivering value
  • Communicating value
  • Creating long-term growth (positioning and
    new-product development)

21
Functions of CMOs
  • Strengthening the brands
  • Measuring marketing effectiveness
  • Driving new product development based on customer
    needs
  • Gathering meaningful customer insights
  • Utilizing new marketing technology

22
Marketers Frequently Asked Questions
  • 1. How can we spot and choose the right market
    segment(s)?
  • 2. How can we differentiate our offerings?
  • 3. How should we respond to customers who buy on
    price?
  • 4. How can we compete against lower-cost,
    lower-price competitors?
  • 5. How far can we go in customizing our offering
    for each customer?
  • 6. How can we grow our business?
  • 7. How can we build stronger brands?
  • 8. How can we reduce the cost of customer
    acquisition?

23
Marketers Frequently Asked Questions
  • 9. How can we keep our customers loyal longer?
  • 10. How can we tell which customers are more
    important?
  • 11. How can we measure the payback from
    advertising, sales promotion, and public
    relations?
  • 12. How can we improve sales force productivity?
  • 13. How can we establish multiple channels and
    yet manage channel conflict?
  • 14. How can we get the other company departments
    to be more customer-oriented?

24
The Strategic Planning, Implementation, and
Control Processes
25
The Strategic-Planning Gap
26
The Business Unit Strategic-Planning Process
27
Creating Long-termLoyalty Relationships
  • Building Customer Value, Satisfaction, and
    Loyalty

28
Traditional Organization versusModern
Customer-Oriented Company Organization
29
Determinants of Customer-Perceived Value
30
The Marketing Funnel
31
Customer Databasesand Database Marketing
  • Customer Databases
  • Data Warehouses and Data Mining
  • To identify prospects
  • To decide which customers should receive a
    particular offer
  • To deepen customer loyalty
  • To reactivate customer purchases
  • To avoid serious customer mistakes

32
New Consumer Capabilities
  • A substantial increase in buying power (a click
    away)
  • A greater variety of available goods and services
    (internet)
  • A great amount of information about practically
    anything (online)
  • Greater ease in interacting and placing and
    receiving orders (24/7)
  • An ability to compare notes on products and
    services (internet)
  • An amplified voice to influence public opinion
    (internet)

Source Kotler and Keller (2011)
33
Analyzing Consumer Markets
  • The aim of marketing is to meet and satisfy
    target customers needs and wants better than
    competitors.
  • Marketers must have a thorough understanding of
    how consumers think, feel, and act and offer
    clear value to each and every target consumer.

34
Model of Consumer Behavior
35
Key Psychological Processes
  • Motivation
  • Freud, Maslow, Herzberg
  • Perception
  • Perception is the process by which we select,
    organize, and interpret information inputs to
    create a meaningful picture of the world
  • Learning
  • Emotions
  • Memory

36
Perception
  • Selective attention
  • Selective distortion
  • Selective retention
  • Subliminal perception

37
Five-Stage Model of the Consumer Buying Process
38
Successive Sets Involved in Consumer Decision
Making
39
Steps between Evaluation of Alternatives and a
Purchase Decision
40
How Customers Use or Dispose of Products
41
Behavioral Segmentation Breakdown
42
Creating Brand Equity
  • One of the most valuable intangible assets of a
    firm is its brands, and it is incumbent on
    marketing to properly manage their value
  • A strong brand commands intense consumer loyalty
  • at its heart is a great product or service.

43
Brand Resonance Pyramid
44
Secondary Sources of Brand Knowledge
45
Brand Value Chain
46
Service-Quality Model
47
Consumer and Industrial Marketing Channels
48
Communicating Value
  • Designing and Managing Integrated Marketing
    Communications
  • Managing Mass Communications
  • Advertising, Sales Promotions, Events and
    Experiences, and Public Relations
  • Managing Personal Communications
  • Direct and Interactive Marketing, Word of Mouth,
    and Personal Selling

49
Marketing Communications Mix
50
Steps in Developing Effective Communications
51
The Five Ms of Advertising
52
Consumer-Generated Advertising
  • T-Mobiles highly entertaining Lifes for
    Sharing subway dance became an online viral
    marketing sensation.
  • http//www.youtube.com/watch?vVQ3d3KigPQM

53
Interactive Marketing Communication Options
  • Web sites
  • Search ads
  • Display ads
  • E-mails
  • Mobile marketing
  • Social Media and Word-of-Mouth

54
Word of Mouth
  • Social Media
  • Social media are a means for consumers to share
    text, images, audio, and video information with
    each other and with companies and vice versa.
  • Buzz and Viral Marketing
  • http//www.youtube.com/watch?vqg1ckCkm8YI

55
How to Start a Buzz Fire
  • Identify influential individuals and companies
    and devote extra effort to them
  • Supply key people with product samples
  • Work through community influentials such as local
    disk jockeys, class presidents, and presidents of
    womens organizations
  • Develop word-of-mouth referral channels to build
    business
  • Provide compelling information that customers
    want to pass along.

56
Major Decisions in International Marketing
57
Organizing the Marketing Department
58
The Product Managers Interactions
59
The Social Marketing Planning Process
  • Where Are We?
  • Where Do We Want to Go?
  • How Will We Get There?
  • How Will We Stay on Course?

60
The Social Marketing Planning Process
  • Where Are We?
  • Determine program focus.
  • Identify campaign purpose.
  • Conduct an analysis of strengths, weaknesses,
    opportunities, and threats (SWOT).
  • Review past and similar efforts.

61
The Social Marketing Planning Process
  • Where Do We Want to Go?
  • Select target audiences.
  • Set objectives and goals.
  • Analyze target audiences and the competition.

62
The Social Marketing Planning Process
  • How Will We Get There?
  • Product Design the market offering.
  • Price Manage costs of behavior change.
  • Distribution Make the product available.
  • Communications Create messages and choose media.

63
The Social Marketing Planning Process
  • How Will We Stay on Course?
  • Develop a plan for evaluation and monitoring.
  • Establish budgets and find funding sources.
  • Complete an implementation plan.

64
Creating Successful Long-term GrowthThe Control
Process
65
References
  • Philip Kotler and Kevin Keller, Marketing
    Management, 14th Edition, Prentice Hall, 2011
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