MARKETING A PERSON ON THE AUTISTIC SPECTRUM:
SOME BUSINESS SCHOOL LESSONS
Autism Society of America Seattle, Washington, U.S.A. July 7-10, 2004 Lars Perner, Ph.D.
Assistant Professor of Marketing San Diego State University Imperial Valley Campus, 720 Heber Avenue Calexico, CA 92231, U.S.A. (760) 768-5614 lperner@mail.sdsu.edu http://www.LarsPerner.com http://www.ConsumerPsychologist.com
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Marketing Oneself
potential employers To potential clients or customers Romantically and to in-laws Socially In other ways (e.g., one’s ideas)
To
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What is Marketing NOT?
Effective marketing does not involve:
– Obnoxious sales people – Advertising aimed at selling bad products
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Some Marketing Issues
Your mission The Marketing Environment Strengths, Weaknesses, Opportunities, and Threats Segmentation, Positioning, and Targeting Market Research Promotion and Persuasion Strategy: Making tough choices
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What Is Marketing?
―Exchange‖ between two parties Marketing concept: Meeting customers’ current and future needs--may entail new products
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Providing Value to the Customer
to focus on long-term relationship rather than short term transactions ―Win-win‖ deals Benefits Received --------------------Resources Given Up
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Need
Value
=
Needs of Businesses and People
Determine the needs of ―customers‖ Identify strengths and challenges Understand effects of a rapidly changing world Identify what and how to communicate with the ―customer‖
Understand the potential risks and rewards Test the effectiveness potential of different ―product‖ offerings and strategies; and Make appropriate ―course‖ corrections based on experiences
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Setting Your “Mission”
do you provide ―value‖ to a customer to get a reward? Considerations
– Your values – Your strengths and limitations – Needs of customers – Competition
How
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But first: WHY?
Means vs. ends If I want to be a doctor, why?
– – – – – – Because my parents expect it? To make money? To be called Doctor? Because I want to help others? Because I like that kind of work? Because it is a good way to make a living while putting my skills to work?
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The Means-End Chain
Self-esteem Feeling of power
Aim promotion/ positioning at higher levels of chain!
Values
Consequences Attributes
Performance Fast acceleration Large engine
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Some Ways of Thinking of Goals
Interests Job objective
Need to Make a Living
Job
Skills and Abilities
Job Applies Skills
Resources to pay for other interests and desires
Satisfaction
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Goals and Opportunities: An Example
Mechanic
Interest in Cars
Auto Parts Sales Person
Auto Writer for Magazine
Mechanical Engineer
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Realism of Goals
My skills
– Technical – Social – Suitability
Demand for people to do this job and pay Convincing others to hire me
LARS AS A COUNTRY MUSIC STAR
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Making Tough Choices
Money vs.
– Satisfaction – Enjoyment
Short term vs. long term satisfaction Contribution to society Safety vs. risk Job stress and conformity expectations
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How important is each of the following to you?
Making a lot of money Enjoying my work Being able to make money right away rather than going to school
Limiting risk Have work that is not stressful Having a lot of free time Prestige Helping make the world a better place
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Understanding the Customer
―Theory
of Mind‖ Background, knowledge, and beliefs Problems and Needs Values
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Marketing
Does NOT mean ―selling out‖ Part of the process involves setting one’s ―mission‖
Could be applied to:
– Employers or business – One’s ideas – Romantic prospects
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Environmental Scanning and Analysis
SCANNING
ANALYSIS
ACTION
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The Four Ps
Product
– What you have to offer – Personal characteristics (e.g., sociability, appearance)
Place (Distribution)
– Are you limited to a geographic region? – How willing are you to move?
Price
– Short vs. long term pay – Rewards from job other than money
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Promotion
– Presentation of self – Choice of ―targets‖
Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis
STRENGTHS
WEAKNESSES
STRATEGY
OPPORTUNITIES
THREATS
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Examples of Strengths
Computing skills Other areas of knowledge Organizational skills
Writing
– Creative – Technical – Proof-reading
Construction
– art – other
– Planning – Organizing and storing information – Finding information
Dependability Attention to detail Creativity
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Compensating for Challenges
Organization
– Binders – Computer hard drives – Reminders to self
Post-its Computer reminders Daily calendar
Remembering faces
– Photographs if possible, otherwise descriptive notes
Preparation for social situations
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Opportunities and Threats
Opportunities
– Changes caused by new technology – New needs in society
Threats
– Changes caused by new technology – Economic cycles
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Steps in Marketing Strategy
SEGMENTATION
Identifying different kinds of customers
Identifying the segments to emphasize
TARGETING
Optimize offerings for the Selected customers
POSITIONING
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Segmentation
Customers have different needs, wants, and behavior Each individual is different, but it is convenient to identify groups with similarities Criteria:
– People within a segment are relatively similar; significant differences between segments – Feasibility of serving the segment
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Targeting
Selecting best segments to serve based on
– Own specialties and competencies – Extent of competition and competitors’ strengths – Attractiveness of segments
Demands and preferences Growth Price sensitivity and loyalty
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Positioning
Implementing the targeting plan through appropriate decisions on
– – – – Product Place (distribution) Promotion Price
Tough choices
– Disclosure – What to emphasize
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Recommended Reading on Disclosure
Fast, Yvona (2004), Employment for Individuals With Asperger Syndrome or Non-Verbal Learning Disability: Stories and Strategies, New York: Jessica Kingsley Publishers. Meyer, Roger N. (2001), Asperger Syndrome Employment Handbook: An Employment Workbook for Adults with Asperger Syndrome, New York: Jessica Kingsley Publishers. Shore, Stephen (2003), ―Disclosure for People on the Autistic Spectrum: Working Toward Better Mutual Understanding with Others,‖ in Liane Holliday-Willey, ed., Asperger Syndrome in Adolescence: Living with the Ups, the Downs, and Things in Between, New York: Jessica Kingsley Publishers, 283-311. Shore, Stephen (2004), Self-Advocacy And Disclosure For People On The Autism Spectrum, Shawney Mission, KS: Autism Asperger Publishing Co.
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Research Findings
―Me too‖ brands tend not to do well Being ―all things to all people‖ is usually not successful— competitors will have better products to serve specific customers Brands are usually better off focusing on their strengths
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Marketing Research
Secondary: Using already available data. Some library resources:
Occupational Outlook Handbook Career Guide to Industries Industrial Outlook Handbook Hoover’s Encyclopedia of Careers and Vocational Guidance – U.S. Government data – Trade magazines – – – – –
Primary: Collecting data yourself
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Considering Supply and Demand
Many
people want to work in certain occupations—e.g.,
– Sports related – Video game related – Entertainment related
may be applied in less obvious and glamorous areas Demand for less well known jobs (e.g., actuary)
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Interests
Promotion and Persuasion
Some techniques
– Adding, rather than trying to change, beliefs – Strengthening beliefs – Changing importance of attributes
Two-sided appeals— admitting something negative to gain credibility
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A Two-Sided Appeal
Store One-Sided Two-sided
A
B C D E
$41.95
$42.75 $45.11 $44.80 $48.60
$41.95
$40.82 $45.11 $44.80 $48.60
―One competitor has lower prices BUT we provide more services and greater selection.‖
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Marketing Strategy: Making Tough Choices
There are few clearly right or wrong answers in marketing Some strategies are more risky than others Tradeoffs between choices
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Some Tools in Making Decisions
Flow charts Pro and con lists— assign weight to each issue ―Bouncing‖ ideas off others ―Sleeping‖ on the idea
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Making contingency plans
What if my plans to not work out due to
– Not liking the job after all? – Not being able to complete training or pass exams? – Not being able to get the job? – Not being able to do the job for health reasons?
E.g., if I can’t become a pharmacist, I can try these jobs:
– – – – – Chemistry teacher Laboratory technician Wine maker Chemist Unrelated jobs
Computer technician
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Some general self-marketing objectives
Being seen as
– valuable to the organization – cooperative – constructive – dedicated – pleasant to work with
Being valuable:
– – – – skills and abilities dependability self-directed dedication
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Trade-offs
Go to cocktail party or rest to make a better impression next day? Disclosure
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