Customer Driven Marketing

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Fungsi marketing, target market dan kebiasaan dari customer

Transcript of Customer Driven Marketing

  • Rery Indra Kusuma

    Wiluyo Karyanto

  • The Exchange Process: Giving Up One

    Thing in Return for Another

    Something of Value (money,

    credit,

    labour,

    goods)

    Something of Value

    (goods,

    services,

    ideas)

    Seller

    Buyer

  • Marketing Creates Utility

    Place utility

    Time utility

    Ownership utility

    Form utility

  • Functions of Marketing

    Buying

    Selling

    Transporting

    Storing

    Grading

    Financing

    Marketing

    research

    Risk taking

  • The Breakdown of the Marketing

    Concept

  • The Breakdown of the Marketing

    Concept

  • Market/Target Market

    A market is a group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas.

    A target market is a more specific group of consumers on whose needs and wants a company focuses its marketing efforts.

  • Target Market Strategies

    Single Marketing Strategy Company

    Total-Market Approach

    Total Target Market

    Multiple Target Markets Marketing Strategy 1 Company

    Multisegment Approach

    Marketing Strategy 2

    Single Marketing Strategy Company

    Concentration Approach

    Single Target Market

  • Bases for Segmenting Markets

    Demographics

    Geographic factors

    Psychographics

    Behavioristic characteristics

  • The Marketing Mix: Product, Price,

    Promotion, and Distribution

    Customer Promotion Price

    Distribution

    Product

  • Buying Behavior

    Psychological variables : perception ,

    motivation, Learning

    Social variables : social roles, reference,

    groups, social classes, culture

  • A Marketing Mix and the Marketing

    Environment

    Customer Promotion Price

    Distribution

    Product

    Social

    Forces

    Competitive

    and Economic

    Forces

    Technological

    Forces

    Political, Legal, and

    Regulatory

    Forces

    Marketing Environment

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