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Introduce the Marketspace Matrix Examine the role of the 2Is across all categories of marketing levers Review how the marketing levers are used to establish and maintain customer relationships
Examine the principles and guidelines firms can use when designing the Marketspace Matrix
The Marketspace Matrix Role of the 2Is Across All Categories of Marketing Levers How Marketing Levers Are Used to Establish and Maintain Customer Relationships Principles and Guidelines for Matrix Design
Conclusion
The Marketspace Matrix Role of the 2Is Across All Categories of Marketing Levers How Marketing Levers Are Used to Establish and Maintain Customer Relationships Principles and Guidelines for Matrix Design
Conclusion
Categories of Levers
Price
Communication
Community
Distribution
Branding
The Marketspace Matrix Role of the 2Is Across All Categories of Marketing Levers How Marketing Levers Are Used to Establish and Maintain Customer Relationships Principles and Guidelines for Matrix Design
Conclusion
Product
Pricing
Communication
Community
Distribution
Branding
Result 1. More efficient advancing of customers through the relationship stages 2. More possibilities to sustain commitment
The Marketspace Matrix Role of the 2Is Across All Categories of Marketing Levers How Marketing Levers Are Used to Establish and Maintain Customer Relationships Principles and Guidelines for Matrix Design
Conclusion
Awareness
Exploration/ Expansion
Commitment
Dissolution
Commitment
Customer-specific Post-sales
Dissolution
Customer
care
of complementary products
Price
Click-through
promotions
profit programs
enhancing programs
Volume
Targeted Future
Prestige
Categories of Levers
as a sign of quality
Communication
direct marketing
Customer Customer
/ outdoor advertising
Customer Loyalty
Permission
Personalized
marketing
marketing
Increase
Community
Outline
community benefits clearly and early on in the process Anticipate and readily answer questions and concerns, quickly establishing a sense of trust Establish a call for action and further exploration
Makes
community exploration easy through efficient site structure Show everyone individual attention (e.g., welcoming e-mails, guides for novices, chat conversations for new members, use of CRM marketing to tailor site functionality) Begin the process of equity creation (e.g., member points and loyalty programs)
Degree Number
equity building (e.g., through tiered loyalty programs, increased rewards) Recognize individuals contributions and participation Develop members (e.g., through leadership opportunities, community roles guides or watchpersons)
Degree
Spot
departing friends early and find solutions to prevent dissolution Make the leaving process fair and efficient
Seek
Allow the
Distribution
Number Number
of intermediaries of channels
of integration of channels
of types
of intermediaries of integration
Branding
Lever
Segment
Targeting
The Marketspace Matrix Role of the 2Is Across All Categories of Marketing Levers How Marketing Levers Are Used to Establish and Maintain Customer Relationships Principles and Guidelines for Matrix Design
Conclusion
Commitment
Integrated Levers
Offline Levers
Symbolic
Hedonic
Sensual (Taste, Sound, Sight, Touch) Benefits Derived From the Product
Categories of Levers
Product
Communication
Trade Viral
shows
Website
marketing Community Communicate benefits Establish call to action Distribution Easy to explore Build user equity
Branding
Categories of Levers
Complementary
Personalized
Banners Marketing benefits Make Community Exploration Easy Everyone Individual Attention the Process of Equity Creation of Channels Increase Building Recognize Develop Individuals Contributions Members Equity Make Leaving Process Fair and Efficient
Show
Begin Distribution
Number
Branding
Commitment
Facilitate P2P Community Care
Dissolution
Categories of Levers
Customer-specified
Complementary
Price
Dynamic
Pricing
Buy
It Now!
Loyalty Programs
Promotions
Promotions
Communication
Banners / Promotion Ads Make Community Exploration Easy Everyone Individual Attention the Process of Equity Creation of Channels Increase Equity Building Make Recognize Develop Individuals Contributions Members Leaving Process Fair and Efficient
Community
Outline
Establish
Show
Begin
Distribution
Number
Branding
The Marketspace Matrix Role of the 2Is Across All Categories of Marketing Levers How Marketing Levers Are Used to Establish and Maintain Customer Relationships Principles and Guidelines for Matrix Design
Conclusion
The Marketspace matrix is intended to help firms build a marketing plan within the context of moving customers through the relationship stages. The 2Is allow firms to choose levers that can move customers through the relationship stages faster and more effectively than ever. Also, the 2Is offer firms new and improved possibilities to maintain commitment. The 10 principles of matrix design can help marketing managers select and implement appropriate levers. The principles span four categories:
Which levers are customers most responsive to? Which levers are least likely to generate a competitive response? Which levers work best together? Which levers are consistent with strategy?