Marketing Process

Background

We’ve been working our way through the marketing map. Lots of good discussion on the behavioral segmentation (unaware => heavy user) and the briefest of run-throughs on the 5-stage decision process. I’m addressing the latter with a series of narrated presentations. However, things really start clicking when we tie the two together; we take the desired verb from the map (move from Box A to Box B) into the decision process. This should result in a set of tactical actions that, with a bit of luck, aren’t all that hard to come up with. We’re going to get to the tactics next month so don’t worry about them yet. As in don’t focus on the 4Ps. Ignore the big red dot in the middle of the chart.

Assignment

The assignment is to analyze a marketing situation (where “marketing” is in the broadest sense) using the behavioral segmentation and 5-stage decision process. Using the pointed-haired boss example, I’d suggest something like:

1. Define the big problem. In this case, getting my boss to regularly use a structured approach to decision making. In class-speak, how would you get him to use the chart.

2. What box is he in currently and why do you think he’s there?

3. What box do you want to move him to? This is a strategic decision, right? If you choose a nearby box then it’s an easy move but you’re not going to get very close to your strategic goal. However, if you choose a box that’s too far away, then you’re closer to your goal but it’s a correspondingly hard move. Hint: start with something and sketch out the 5-stage process. If it seems crazy easy, then choose a more distal box. If you end up with a complete non-starter, then I regret to inform you that you need to settle for making less progress towards your long-term goal. Sorry.

4. Move to the 5-stage decision model.

a. What problems does your boss need to solve in his life? This isn’t about your problems; it’s about his. We’re moving into principal-agent territory; which of...