The TOOL

MARKETING
TOOL
Practice and Apply
A.ORIENTATION:
(
of possible 10 points)
(
of possible 10 points)
INSIGHTS:
Product Name:
What is it, most basically?
In what product categories does it compete?
1.
2.
3.
4.
Which product category will you focus on?
What are some possible target audiences?
1.
2.
3.
4.
Which target audience will you focus on?
What creative ideas can you suggest for technical superiority?
Give highly creative ideas.
Ideas that apply to the actual product or service:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Other Ideas for technical superiority:
SALES
DECLINE
GROWTH
Where do you think our product is? Why?
MATURITY
PRODUCT LIFE-CYCLE CURVE
INTRODUCTION
B. PRODUCT LIFE CYCLE
TIME
INSIGHTS:
1.
2.
copyright 2009, Artie Isaac
artieisaac.com
MARKETING
TOOL
Practice and Apply
C. BUYER DECISION TIMELINE:
(
of possible 10 points)
What happens before and after the purchase (in chronological order)?
P-2
P-1
P
POST-PURCHASE
PURCHASE (P)
P-3
INSIGHTS:
D. HIERARCHY OF NEEDS AND WANTS
(
of possible 10 points)
How can we satisfy the consumer?
SELF-ACTUALIZATION: Morality, creativity, fulfillment
HIGHEST WANTS
ESTEEM: Self-esteem, confidence, achievement, respect of and by others
LOVE: Friendship, family, intimacy, belonging, appreciation
SAFETY: Security of body, employment, resources, morality, family, health,
property, etc.
PHYSIOLOGICAL: Breathing, food, water, sex, sleep, etc.
copyright 2009, Artie Isaac
BASIC NEEDS
artieisaac.com
MARKETING
TOOL
Practice and Apply
E. THEORY OF REASONED ACTION
(
of possible 10 points)
POSSIBLE BELIEFS:
b?
e?
NB?
MC?
What new beliefs can we create?
“I intend to B.”
What old beliefs can we encourage?
WHO I SEE:
Who are the ideal influencers for our consumer?
How can we increase their influence?
SUBJECTIVE NORM:
“My People B.”
SOCIAL
OTHER’S NORMAL BEHAVIOR (NB)
(Do they B?)
x
MOTIVATION TO COMPLY (MC)
(Do I want to be like them?)
BEHAVIOR (B)= “I am...”
BELIEF ABOUT OUTCOME (b)
(How much do I believe?)
x
EVALUATION OF OUTCOME (e)
(How much do I care?)
ATTITUDE:
“The outcome of B is good.”
INDIVIDUAL
How can we change the attitudes that lead to behavior?
How can we convert intention to
behavior?
INSIGHTS:
copyright 2009, Artie Isaac
artieisaac.com
MARKETING
TOOL
Practice and Apply
F. POSITIONING
(
of possible 10 points)
How do we want customers to view us (against the competition)?
HOW CUSTOMERS VIEW US NOW
INSIGHTS: How would you want to change the positioning?
G. WHAT IS (ARE) YOUR NAME(S)?
PRINT LEGIBLY, PLEASE.
If you have attached additional pages, please put your name on those pages, too.
H. WHAT GRADE DO YOU THINK YOU HAVE EARNED?
CIRCLE ONE:
A
B
copyright 2009, Artie Isaac
C
D
F
artieisaac.com