خلاصه پارادایم TRM

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واعظی-افقهی 

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TOTAL RELATIONSHIP MARKETING (THE 30R APPROACH)

PART 1

POWER POINT (PART 1)

منابع:

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هفته پنجم-علی اکبر افقهی و مریم واعظی

the 30R approach

هفته چهارم- مریم واعظی

مرور و مقایسه مارکتینگ صنعتی/تجاری در صنعت / بازار منتخب داخلی و خارجی در حوزه مدیریت محصول

http://s3.picofile.com/file/8220283050/%D9%85%D9%82%D8%A7%DB%8C%D8%B3%D9%87_%DB%8C_%D8%B5%D9%86%D8%B9%D8%AA_%D9%BE%D9%88%D8%B4%D8%A7%DA%A9_%D8%A7%DB%8C%D8%B1%D8%A7%D9%86_%D9%88_%D8%AA%D8%B1%DA%A9%DB%8C%D9%87.docx.html

معرفی مکتب یا رویکرد در بازاریابی صنعتی

http://s3.picofile.com/file/8220283284/the_30_approach.pdf.html

هفته چهارم-مریم واعظی

the 30R approach

هفته سوم-معرفی مطالعات موردی در صنعت انتخابی(صنعت پوشاک)

1-تحلیل برنامه ریزی استراتژی صنعت پوشاک(مطالعه موردی شرکت هاکوپیان)

http://s3.picofile.com/file/8218769576/sanate_poshak_1.pdf.html

2-بررسی جامع صنعت پوشاک در ایران و عارضه یابی دلایل  عدم توسعه مناسب ان در کشور

http://s3.picofile.com/file/8218770076/sanate_poshak_2.pdf.html

Organizing in the Informal Economy-3

A Case Study of the Clothing Industry

in South Africa

http://s3.picofile.com/file/8218769776/sanate_poshak_3.pdf.html

هفته سوم

معرفی دو اندیشمند:

1- Peter LaPlaca

Peter J. LaPlaca is Professor of Management and Marketing at the University of Hartford’s Barney School of Business. He served as Associate Dean of the Barney School 2006-2008.

He received his Bachelor's, Master's and Doctoral degrees in management from Rensselaer Polytechnic Institute (Troy, New York). He has also been a visiting professor at National University of Tainan, Concordia University, Athens University. Dr. LaPlaca was the founding President of A.B.M., the Association of Business Marketers. He was also a vicepresident and director of the Academy of Marketing Sciences. Dr. LaPlaca is the Editor-in-Chief of the INDUSTRIAL MARKETING MANAGEMENT.

2-Achinta mitra

I founded Tiecas, Inc. in 1987 because I saw a real need for marketing that was exclusively for manufacturers and industrial companies.

Many advertising agencies either shy away from technical marketing because of smaller budgets or tend to force-fit consumer (B2C) marketing tactics that are not as effective with an audience of engineering, technical and industrial professionals.

People with a graphic design background run most marketing and advertising agencies. I, on the other hand, have learned the trade by applying sound business management principles to my engineering education and combined it with creative thinking to help my industrial clients boost their sales. That’s why I call myself a marketing engineer.

I received a mechanical engineering degree from Indian Institute of Technology – IIT, Bombay and an MBA degree from Kent State University, Ohio.

Many of my industrial and B2B marketing articles have been published in content directories and industry portals such as B2B Marketing Zone and CustomerThink.

معرفی یک مدل مفهومی:

HIERARCHY OF EFFECTS MODEL
LAVIDGE AND STEINER

The Hierarchy of Effects Model was created in 1961 by Robert J Lavidge and Gary A Steiner. This marketing communication model, suggests that there are six steps from viewing a product advertisement (advert) to product purchase. The job of the advertiser is to encourage the customer to go through the six steps and purchase the product.

The six steps are as follows:

Awareness

The customer becomes aware of the product through advertising. This is a challenging step, there is no guarantee that the customer will be aware of the product brand after they view the advert. Customers see many adverts each day but will only remember the brand of a tiny fraction of products.

Knowledge

The customer begins to gain knowledge about the product for example through the internet, retail advisors and product packaging. In today's digital world this step has become more important as consumers expect to gather product knowledge at the click of a button. Consumers will quickly move to competitor brands if they do not get the information they want. The advertiser's job is to ensure product information is easily available.

Liking

As the title states, this step is about ensuring that the customer likes your product. As an advertiser what features can you promote to encourage the customer to like your product?

Preference

Consumers may like more than one product brand and could end up buying any one of them. At this stage advertisers will want the consumer to disconnect from rival products and focus on their particular product. Advertisers will want to highlight their brand's benefits and unique selling points so that the consumer can differentiate it from competitor brands.

Conviction

This stage is about creating the customer's desire to purchase the product. Advertisers may encourage conviction by allowing consumers to test or sample the product. Examples of this are inviting consumers to take a car for a test drive or offering consumers a free sample of a food product. This reassures consumers that the purchase will be a safe one.

Purchase

Having proceeded through the above stages, the advertiser wants the customer to purchase their product. This stage needs to be simple and easy, otherwise the customer will get fed up and walk away without a purchase. For example a variety of payment options encourages purchase whilst a complicated and slow website discourages purchases.

Six Steps and Behaviour

Lavidge and Steiner suggested that the six steps can be split into three stages of consumer behaviour: cognitive, affective and conative. The job of the advertiser is to promote the three behaviours.

• Cognitive (thinking) so that the consumer becomes product aware and gathers product knowledge
• Affective (feeling) so that the consumer likes the product brand and has conviction in it
• Conative (behaviour) so that the consumer buys the product brand

Conclusion

This model is known as a "hierarchy" because the number of consumers moving from one stage to the next reduces, as you move through the model. There may be a lot of consumers that see the product advert but not everyone will make a purchase. It takes a lot of work to take a consumer from awareness to the final stage of purchase, so businesses need to ensure that they try their utmost to get customers from conviction to complete the final stage of purchase.

هفته دوم- مریم واعظی

مجله فارسی: دوفصلنامه مطالعات بازرگانی و توسعه

مجله انگلیسی:journal of Islamic marketing

کنفرانس داخلی: کنفرانس سالانه مدیریت و کسب و کار

کنفرانس خارجی:  international conference on marketing 2016 

مقاله فارسی: روش های اندازه گیری رضایت مشتری در بازارهای سازمانی:با نگاهی ویژه به بازار های صنعتی

(عباس سقایی، یاسر صمیمی، سجاد رضاییان)

مقاله انگلیسی:   how to segment industrial marketing

(by:benson p.Shapiro and tomas v.bonoma) 

صنعت و کتاب انگلیسی منتخب

صنعت انتخابی:صنعت پوشاک 

کتاب انگلیسی:industrial marketing 

(hory sankar mukerjee )