Social-cultural influences
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•Personal influence
•Reference groups
•Family
•Culture
,Culture shapes what consumers ______ and also affects _________.
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shapes what consumers need and affects how we meet consumer needs
(Production methods change, e.g., faster and more efficient,
Communication messages to consumers also reflect cultural changes)
Compare results with plans to ________1__________
◦Planning gap
Acting on deviations
◦Exploiting a _____2____ deviation
◦Correcting a _____3_____ deviation
For example, when TGI Fridays launched their initiatives in combining technology to
their customer experience campaign, like the AI-driven virtual bartender, it always
measures how successful it is and whether the results deviated from their goals.
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1. identify deviations
2. positive
3. negative
Secondary Data- Internal Data vs External Data
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,Loss aversion implies that positive and negative framing lead to _______ results.
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different
INVEST
-Invest in _____1______ to turn them into Stars.
-Invest in stars to ensure _____2_____.
HOLD
-Invest just enough in ____3____ to maintain share.
-Pull out cash from _____4______.
-Sell or delete _____5_____ from the portfolio.
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, 1. question marks
2. continued growth
3. cash cows
4. cash cows
5. dogs
Consumers search for relative information.
What info do you search?
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Brand, quality, price, where to buy, warranty, return policy, etc.
Mission (definition and 4 branches)
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a statement of the organization's scope
branches: technology, customers, product, market
A __________ states why an organization exists.
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•Personal influence
•Reference groups
•Family
•Culture
,Culture shapes what consumers ______ and also affects _________.
Give this one a try later!
shapes what consumers need and affects how we meet consumer needs
(Production methods change, e.g., faster and more efficient,
Communication messages to consumers also reflect cultural changes)
Compare results with plans to ________1__________
◦Planning gap
Acting on deviations
◦Exploiting a _____2____ deviation
◦Correcting a _____3_____ deviation
For example, when TGI Fridays launched their initiatives in combining technology to
their customer experience campaign, like the AI-driven virtual bartender, it always
measures how successful it is and whether the results deviated from their goals.
Give this one a try later!
1. identify deviations
2. positive
3. negative
Secondary Data- Internal Data vs External Data
Give this one a try later!
,Loss aversion implies that positive and negative framing lead to _______ results.
Give this one a try later!
different
INVEST
-Invest in _____1______ to turn them into Stars.
-Invest in stars to ensure _____2_____.
HOLD
-Invest just enough in ____3____ to maintain share.
-Pull out cash from _____4______.
-Sell or delete _____5_____ from the portfolio.
Give this one a try later!
, 1. question marks
2. continued growth
3. cash cows
4. cash cows
5. dogs
Consumers search for relative information.
What info do you search?
Give this one a try later!
Brand, quality, price, where to buy, warranty, return policy, etc.
Mission (definition and 4 branches)
Give this one a try later!
a statement of the organization's scope
branches: technology, customers, product, market
A __________ states why an organization exists.
Give this one a try later!
