Sesion 2 New Trends in Marketing A - fdjpkc.fudan.edu.cn
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© Qian XU
MarketingManagementSession2
QianXU,PhD.Spring,2017
© Qian XU
Today’sagenda
•1. Review•2. Neuromarketing•3. Bigdata•4. Virtualreality•5. AbriefhistoryofMarketing
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Part1Review
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1.1Questionsrevisited
• Textbook:• BasicallyanyversionwrittenbyKotlerandKellerworks.
• Doesmarketingsatisfyvs.createneeds?• “Inspire”isbetter• Butinspiringisstillnotcreating
• e.g.,Iinspireyoutotryredwine=Iforceyoutotryredwine
• SlidesB(Before)vs.A(After)• e.g.,
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1.2DefinitionofMarketing
• Identifyingandmeetinghumanandsocialneeds.
•Marketingvs.Advertising/Selling
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1.3WhyisMarketingscientific?
•Empirical•Repeatable•Falsifiable
•e.g.,aliensdonotexit.
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1.4Threemajorstreams
Strategy
ConsumerbehaviorModeling
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Part2NeuroMarketing
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Porschevs.FighterJet
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2.1Whatisneuromarketing
•Neuroscience+Marketing
•Metrics:• fMRI(functionalmagneticresonanceimaging)•EEG(electroencephalography)
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2.2Whydoweneedneuromarketing?
ConsumerpreferencesTheydon’tknow Theyknow
Don’twanttotellyou
Can’ttellyou
Whatyoucanknow
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2.3Case:NewCoke,1985– 2002
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2.3.1Background
• 1975 PepsiChallenge• 1982 Dietcoke• Apr.,1985 New coke• Jul.,1985Oldcokeback
60%
24%
0%
20%
40%
60%
80%
1945 1983
MarketshareofCocaCola
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2.3.1 MarketresearchaboutNewCoke
•Tastetest:•>Pepsi•>OldCoke
•Focusgroup:•Themajoritywantedtobuyit•Asmallminority,about10–12%,feltangry
•SmallmarkettestatNewYork:•8%salesincrease
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2.3.1 Disaster
•400,000lettersofcomplaint•14%salesincreaseforPepsioverthesamemonth•Peoplestartedtobuyoldcokeoverseas•US:thedeathofafamilymember• International:asignofAmericancapitalistdecadence
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2.3.2 Whatwentwrong?
•Biasedresultsfromthetastetest•Biasedsampleoffocusgroup•Underestimatetheimportanceofbrand
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2.3.3 Marketinghelps
•Tastetest:PepsiChallenge
•NeuroMarketing:fMRI
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2.3.3.1Singleblindtastetest
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2.3.3.1 Problems withsingleblind
•Theexperimenterswerebiased•Pepsiwasservedchilled,whilecokeatroomtemperature.
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2.3.3.2 Doubleblindtastetest
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2.3.3.2Still problem?
• Sipvs.abottle• Canpeoplereallytellthetastedifference?
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2.3.3.3Peoplecan’ttellthedifference
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Tastetestsintheclass
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2.3.3.3Correctrate
45%
38%
30%
35%
40%
45%
50%
Coke Pepsi
Notsignificant
http://daily.jstor.org/the-coca-cola-wars-can-anybody-really-tell-the-difference/
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2.3.4NeuroMarketinghelps
•UsingfMRI•Detectbrainareas for:
•Sensoryinformation:VMPFC(Ventromedialprefrontalcortex)•Rewardingsystem:DLPFC(Dorsolateralprefrontalcortex),hippocampus.
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Inablindtastetest:VMPFC
CokePepsi
© Qian XU McClure,etal.,NeuralCorrelatesofBehavioralPreferenceforCulturallyFamiliarDrinks,Neuron,(44),379-387
Withabrandcue
Lightupbeforetastingit
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2.3.5Pepsivs.Coke
Tastevs.brand
WhatiftimewentbackforCocaCola?
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CocaColalearns:newtastetest
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2.3.6Assessingtheeffectivenessofads.
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2.3.6Nowwitheye-trackingandEEG
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Part3Bigdata
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3.1What’snotbigdata
你是如何追《琅琊榜》的?大数据都告诉我们了!http://szcb.zjol.com.cn/news/201492.html
Whowatched“NirvanainFire”
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3.2Bigdata
•Bigdata isatermfor datasets thataresolargeorcomplexthattraditional dataprocessing applicationsareinadequate(Wiki).
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3.3Whatbigdatacanhelp?
•Scanneddata:Wal-Mart•Searchdata:google•Viewdata:alibaba•Mobiledata:wechat
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3.3.1Wal-Mart'ssuccess
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3.3.1.1Diaper-beer concurrency
•Men•between30- 40yearsinage•shopbetween5pmand7pmonFridays•purchaseddiapers•mostlikelytoalsohavebeerintheircarts.
http://canworksmart.com/diapers-beer-retail-predictive-analytics/
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3.3.1.1Diaper-beer concurrency
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3.3.2Movebeertodiaper
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3.3.1.3Results
35%increaseinsalesof
bothdiaperandbeer
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3.3.2Amazon:CreepybutAwesome!
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3.3.3Moreapplications
• Facebookcanpredictyourrelationshipinaweek withabout33%accuracy.
• 7-Elevenpredictsfoodandbeveragedemandwithweatherinfo,andtheychangetheshelvesevery4-5days.
• Swipemorethan5,000RMBatone NewWorld(新天地)bar,youmay receiveaninvitationfromAudifora test-rundrive inoneweek.
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3.4Problemaboutbigdata
•Privacy•Lackofcausallink…
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3.4.1Trackyourprivacyleakage• Identifyyourselfasfollowing:
• OnceIgotacoldcall,“Hello,isthisMrs.TwitXU?”(请问是徐浪小姐么?)• Iknowwhosoldmycontact.
Website IDFacebook (人人网) FaceXU(徐人)Twitter(新浪微博) TwitXU(徐浪)Citibank(建设银行) City XU(徐建)
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Part4VirtualReality
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Howarchitectswork?
10 yearsago
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Howarchitectswork?
Now
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Howarchitectswork?
In5years
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Howarchitectswork?
In5years
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Howarchitectswork?
In8years
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Howarchitectswork?
Someday
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4.1Definition:VirtualReality(VR)
• Computer technologiesthatuse software togeneratetherealisticimages,soundsandothersensationsthatreplicatearealenvironment,andsimulateauser'sphysicalpresenceinthisenvironment.
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4.2TypesofVR
•Virtualreality•Augmentedreality•Mixedreality
Advanced
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4.2.1VirtualReality(VR)
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4.2.2AugmentedReality(AR)
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4.2.3MixedReality(MR)
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4.3Applications
•Education•Entertainment•Demonstration•Virtualpresent…
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4.3.1Research:MotorControlLab
HeightandSelf-esteem
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4.4Twomostimportanttechnologies
Spacetechnology Virtual
reality
Three-body
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4.4Oneconcernforhuman’sfuture
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Part5ABriefHistoryofMarketing
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5.1Fourstagesofmarketing
•Productmarketing•Massmarketing•Customized marketing•Masscustomizedmarketing
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5.1.1Productmarketing
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5.1.2Mass marketing
Ford,1908
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5.1.2Customized marketing
Toyota,1940s
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5.1.3Mass customized marketing
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Afterclass
• Takeaseriousconsiderationaboutwhethertotakethiscourse.
• ReadthroughChapters1&2.• Nextweek:
• Takeattendance• Groupassignment• CaptureMarketingInsightsI
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