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1 von EndSeitenzahl
Principles of Marketing/ E-marketing &
E-business/ Marketing and Sales
ManagementDay 1: Principles of Marketing /
Marketing and Sales Management SIBE-Management-Master
• Responsible for operative, strategic + corporate marketing, branding,
sales training
• Experienced in large corporations, SMEs and freelance work as well as
political institutions.
• Responsible for the first international website of Hewlett Packard in 1993
July 2015 Dr. Ute Hillmer
What’s Ute’s
STORY?I am in business to change
the lives of my technology
clients by giving purpose to
their work!
July 2015 Dr. Ute Hillmer
and turn their customers into raving fans!
July 2015 Dr. Ute Hillmer
Agenda1. Background and Reframe
2. Marketing Today: the new Buying Decision Process
3. How to Segment a Market
4. Buyer/User-Typologies
5. Niche Markets
6. Positioning
7. Content Marketing
8. Why is Product Marketing Changing?
9. Customer Touch Points
July 2015 Dr. Ute Hillmer
Marketing Today:
the New Buying
Decision Process
July 2015 Dr. Ute Hillmer
The Aim of Marketing
Marketing aims to influence the buyer and
buying center at the moment and place
when they are most open to influences
towards a brand choice and buying
decision.
July 2015 Dr. Ute Hillmer
Funnel-Metaphor for a Buying Decision
active evaluation
many brands
Grafik close to Edelman 2010, p.65
buying decision
Initial
considerationTrigger
lesser and lesser brands
July 2015 Dr. Ute Hillmer
Digitally supported Buying Decision
active
Evaluation
Post-Sales
Experience
Enlarged
Evaluation
Ambassador
Loyalty Loop
Active
Evaluation
Model close to Edelman 2010, p.65
Moment of Purchase
Initial
Consideration
Trigger
July 2015 Dr. Ute Hillmer
The Core Changes
1. Consumers and buyers connect with
brands in fundamentally new ways – often
beyond manufacturers or dealers' control
2. They evaluate a shifting array of options
during the evaluation process and remain
engaged with the brand after purchase
July 2015 Dr. Ute Hillmer
2014 B2B Buyer Behavior Survey
• Web search is the top source of information
• B2B buyers strategically browse social media
• The number of sources used to research and
evaluate purchase has increased
• There is an increased awareness of purchase
options
• The evaluation process is longer and more
satisfying
DemandGen Report Survey 2014
July 2015 Dr. Ute Hillmer
Key Information Sources
The 2014 B2B Buyer Behaviour Survey
July 2015 Dr. Ute Hillmer
What Role does Social Media Play?
The 2014 B2B Buyer Behaviour Survey
July 2015 Dr. Ute Hillmer
The core ingredients
to influence a
consumer or buyer
are ?
July 2015 Dr. Ute Hillmer
How to Segment a
Market?
July 2015 Dr. Ute Hillmer
What is Market Segmentation?
Market segmentation divides a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities.
Segmentation is used to identify and further define the target customers.
How have Market Segments changed over the last 50 years?
July 2015 Dr. Ute Hillmer
Common Ways to Segment a MarketGeographic Segmentationaccording to geographic criteria—nations, states, regions, countries, cities, neighborhoods, or postal codes.
Demographic Segmentationbased on variables such as age, gender, occupation and education level or according to perceived benefits which a product/service may
provide.
Speciality: ‘firmographic’ or ‘feature based’ segmentation, commonly used in B2B: segmentation based on features such as company size
(revenue or number of employees), industry sector, location (country and/or region).
Behavioral Segmentationdivides consumers into groups according to their knowledge of, attitude towards, usage rate, response, loyalty status, and readiness stage to a
product. Behavioral segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.
A good starting point for market segmentation!
Psychographic Segmentation (Lifestyle)measured by studying activities, interests, and opinions (AIOs) of customers. It considers how people spend their time and which external
influences they are most responsive to /influenced by. Psychographic identifies the personal activities and targeted lifestyle the target subject
endures, or the image they are attempting to project. Mass Media has a predominant influence and effect on Psychographic segmentation.
Segmentation can take place according to benefits sought by the consumer/customer.
Cultural Segmentationused to classify markets according to cultural origin.
July 2015 Dr. Ute Hillmer
Why to Segment a Market?
July 2015 Dr. Ute Hillmer
How to Segment Your Target Market?
Sinusmilieu
July 2015 Dr. Ute Hillmer
How to Segment Your Target Market?
Nielsengebiete nach ACNielsen
July 2015 Dr. Ute Hillmer
How to Segment Your Target Market?
Gender andAge
July 2015 Dr. Ute Hillmer
How to Segment Your Target Market?
July 2015 Dr. Ute Hillmer
Select your Segmentation CriteriaMeasurability
• “otherwise the scheme will not be operational”
• next to impossible in some markets, hard in most markets => most companies to
use more qualitative and intuitive methods
Substantiality
• “the variable should be relevant to a substantial group of customers”
• Challenge: find the right size / balance: large group segment: risk of diluting
effectiveness
• Too small: you lose the benefits of economies of scale.
• Sometime one large customer
Operational relevance
• Segmentation should enable to offer the suitable product/service to the chosen
segment, e.g. faster delivery service, special 24-hour technical support, etc.
Quelle: Webster, 2003
July 2015 Dr. Ute Hillmer
Why do certain innovations diffuse much
faster than others?
Example:
Take the Market of Disruptive Innovations
July 2015 Dr. Ute Hillmer
New Innovations usually …
change the way how we do things...
and we go along happily and fast
or not so fast ...
July 2015 Dr. Ute Hillmer
Successful (B2B) marketing is…
• about segmenting customer experiences to fit the
product life cycle and the typical customer profile
• about developing and maintaining trust – matching
the different customer segments need
• about initiating a customer centric dialog that takes
the different customer profiles into consideration
Behavioral economics!
July 2015 Dr. Ute Hillmer
Behavioural Economics
Behavioral economics … study the effects of social, cognitive and emotional factors on the economic decisions of individuals and institutions and the consequences for market prices, returns and the resource allocation. The fields are primarily concerned with the bounds of rationality of economic agents. Behavioral models typically integrate insights from psychology with neo-classical economic theory. In so doing they cover a range of concepts, methods, and fields.[1]
Behavioral analysts are not only concerned with the effects of market decisions but also with public choice, which describes another source of economic decisions with related biases towards promoting self-interest.
9 out of 10 product innovations are failingCorporate giant or small star-up, low-tech or high tech, online or offline, 9 out of 10 new ideas fail because… our tools are optimized for execution
Illustration copyright of Steve Blank, „The Startup Owners Manual“
With innovations,
you need to be in
search mode!
July 2015 Dr. Ute Hillmer
A Tale of Fail
July 2015 Dr. Ute Hillmer
Webvan: a tail of fail
• A startup that promised delivery of groceries within 30 minutes of
ordering, from state-of-the-art order fulfillment centers manned by
advanced robots.
• Launched 1999;
• $10M, within 2 years $400M, raised;
• 8.5 billion market capitalization on day of IPO
• They had a compelling story, a great b-plan, a long list of features for
SW, warehouse handling,…
• Webvan executed as its board and investors asked
• from launch to fail in 2 years perfectly on plan
July 2015 Dr. Ute Hillmer
One of the largest failures on record
• Founded in 1991 by Motorola and a global partnership of 18
companies
• Planned to built a mobile phone system that would work anywhere on
earth
• Purchased 15 rockets from Russia, U.S. and China, 72 private
satellites were launched into orbit
• 7 Years after launch, the infrastructure was in place; 9 Month after
first call was made, the company was bankrupt.
July 2015 Dr. Ute Hillmer
“New Product Introduction Diagram”
The model is a good fit for an exiting company where customers are known, the product features can be spect‘ed upfront, the market is well defined and competition is understood!
Illustration copyright of Steve Blank, „The Startup Owners Manual“
July 2015 Dr. Ute Hillmer
“Customer Development” ans the changing
Role of Product Marketing
Chart von Eric Ries: Lean Start up
theleanstartup.com
Idee
Bauen
Nutzer-
Daten
Lernen
Produkt /
CodeMessen
Hypothesen zu Fakten machen Ein skalierbares und
wiederholbares Verkaufsmodell finden
July 2015 Dr. Ute Hillmer
Customer Problem:
known
Product Features:
known
Illustration copyright of Steve Blank, „The Startup Owners Manual“
New:
“Customer Development” and
the changing role of Marketing
July 2015 Dr. Ute Hillmer
Customer Discovery
July 2015 Dr. Ute Hillmer
A New Area in Products and ChannelsPhysical products through physical
channelsVirtual products through physical channels
Illustration copyright of Steve Blank, „The Startup Owners Manual“
July 2015 Dr. Ute Hillmer
Innovations-Management: Open by Design
July 2015 Dr. Ute Hillmer
Customer-
Touchpoints
July 2015 Dr. Ute Hillmer
Research the Key Customer Touch Points
Ask the customer how they
– Get information
– Come to a decision
– Order and purchase
– Configure
– Stay in touch
– Use support
– …
Ask + watch your value chain
How do they
– Sell
– Take orders
– Make offers
– Configure products or services
– Communicate and engage
– Do customer support
– Stay in touch
– Use support
July 2015 Dr. Ute Hillmer
Awareness +
Preference
Decision
Preparation /
Pre-Sales
Order + PurchaseProduction +
Logistics
After Sales +
Support
Touch-Point Analysis
• Ads
•Google AdWords
•Google Search
• Banner
•Website
• E-Shop
• Trade Shows
• Sales
• Press Information
• Banner Ads
• YouTube/FB/Xing
• xxx recommends…
•…
• Sales
• Sales back office
• Trade shows
• Customer visit
• Offer
• Price List
• E-Shop
• Configuration-Support
• Catalog
• Brochure
• Image video
• Vendor Website
• …
• eMail
• Fax
• Telephone
• E-Shop
• Vendor
•…
• Product
• Packaging
• User-Manual
• CD
• Short Brochure
• Invoice
•…
• Installation-Support
• Runtime-Support
• Customer visit
• In-house tradeshow
• Newsletter
• Product-Flyer
• Brochure
• Reference Customer
Story
• Customer-Event
• Roadshow
July 2015 Dr. Ute Hillmer
Informationsquellen
#1 Internet
#2 Messen
#3 Fachzeitschriften
#4 Blog
Erstkontakt: Internetrecherche !!
Informationsquellen/Kommunikation der Kunden
Aktive Kontaktpunkte
#1 schreiben Email / Telefon
#2 gehen Online
#3 „ich weiß was wir brauchen“
#4 „wir haben einen Rahmenvertrag“
July 2015 Dr. Ute Hillmer
Internet
Google Search
Hersteller Webseite
Webseite
Blogs (aa)
Informationsquellen der Kunden
Messen
aa
bb
cc
Fachzeitschriften
ITK, PC, SW, Automationstechnik,
Maschinenbau, Elektronik, Branchen FZ
„Ich weiß nicht wie die heißen“:
Markt&Technik, electronic, etz, ct,
computer business, Computer Reseller
News, Computer Woche, Linux
Magazin, Industrie und Technik,
Electronic Automation, Antriebstechnik
xx wird nicht als Informationsquelle wahrgenommen
July 2015 Dr. Ute Hillmer
Suggested Reading
• Value Proposition Design by A. Osterwalder, Y.Pigneur
• Groundswell by Charlene Li, Josh Bernoff
• Positioning by Trout and Ries
• In Pursuit of Wow! + The Tom Peters Seminar by Tom Peters