Marketing process & consumer behaviour - Dadang … 12, 2016 · The Promotional Mix Advertising...
Transcript of Marketing process & consumer behaviour - Dadang … 12, 2016 · The Promotional Mix Advertising...
Key Topics
Definition of marketing
The external marketing environment
Segmentation and target marketing
The consumer buying process
Organizational markets and buying behavior
Consumer and industrial products
Branding and packaging
What Is Marketing?
“Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives”
Finding a need and filling it!
OR
Nature of Marketing
To create value by allowing people and organizations to obtain what they need and want
The Marketing Concept
The idea that an organization should try to satisfy customer’s needs through coordinated activities that allow it to achieve its own goals (profit)
Did You Know?
Trying to determine a customer’s true needs
is difficult because no one fully understands
what motivates people to buy.
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Marketing Creates Utility
Utility--a product’s ability to satisfy human needs and wants
Place
Time
Ownership
Form
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Functions of Marketing
Buying
Selling
Transporting
Storing
Grading
Financing
Marketing research
Risk taking
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Total-Market Approach
The marketer tries to appeal to everyone and assumes that all buyers have the same needs
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Target Market Strategies Total-Market Approach
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The Exchange Relationship
Exchange:
The act of giving up something (money, credit, labor, goods) in return for something else (goods, services, or ideas)
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The Exchange Process: Giving Up One Thing in Return for Another
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The Influence of Marketing Permeates Everyday Life
Goods Consumer Industrial
Services Ideas
Relationship marketing
emphasizes lasting
relationships with
customers and suppliers
Evolution of the Marketing Concept
The production orientation
During the second half of the 19th century
The sales orientation
By the early part of the 20th century
The marketing orientation
By the 1950s
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Marketing Orientation
Requires organizations to:
Gather information about customer needs
Share that information throughout the entire firm
Use that information to help build long-term relationships with customers
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The Marketing Environment
External forces that directly or indirectly influence the development of marketing strategies
Political
Legal
Regulatory
Social
Competitive
Economic, and technological
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Developing Marketing Strategy
Marketing strategy:
A plan of action for developing pricing, distributing and promoting products that meet the needs of specific customers
Two major components:
Selecting a target market
Developing the appropriate marketing mix
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The Competitive Environment Drives Marketing Decisions
Substitute product competition
Brand competition
International competition
Marketing Research & Information Systems
Marketing research
A systematic, objective process of getting customer information to guide marketing decisions
Marketing information system
A framework for assessing information about customers from internal and external sources
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Collecting Data
Primary data
Marketing information that is observed, recorded, or collected directly from respondents
Secondary data
Information that is compiled inside or outside an organization for some purpose other than changing the current situation
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Product
A good, service, or idea that has tangible and intangible attributes that provide satisfaction and benefit to consumers
Products should be sold at a profit
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Price
A value placed on a product or service that is exchanged between a buyer and seller
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Distribution (Place)
Making products available to consumers in the quantities and locations desired
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Promotion
A persuasive form of communication that attempts to expedite a marketing exchange by influencing individuals and organizations to accept goods, services, and ideas
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Market Segmentation
Market Segmentation:
A strategy to divide the total market into groups of people who have relatively similar product needs
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Bases for Segmenting Markets
Demographic
Geographic
Psychographic
Behavioristic
Did You Know?
During its first year of operation, sales of Coca-Cola averaged
just nine drinks per day for total first-year sales of $50. Today,
Coca-Cola products are consumed at the rate of one billion
drinks per day.
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Identifying Market Segments
Geographic
Variables
Berdasarkan Wilayah
Berdasarkan Karakter Populasi (Usia, pendidikan,keluarga, pendapatan dsb
Berdasarkan Karakter Konsumen (Gaya hidup, Hobi, Sikap)
The Keys to Successful Market Segmentation
1. Consumers’ product needs must be heterogeneous
2. Segments must be identifiable and divisible
3. The market must be divided so segment sales, cost, and profit can be compared
4. One segment must have enough profit potential to justify a special marketing strategy
5. The chosen segment must be reached by the firm with a particular marketing strategy
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Market Segment
A collection of individuals, groups, or organizations who share one or more characteristics and have similar product needs and desires
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Niche Market
Narrow market segment focus when efforts are on one small, well-defined segment that has a unique, specific set of needs
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Market Segmentation and Target Marketing
Market Segmentation
Dividing a market into customer categories
Target Marketing
Selecting a category of customers with similar wants and needs who are likely to respond to the same products
Selecting a Target Market
Market A group of people who have a need,
purchasing power, and the desire and authority to spend money on goods, services, and ideas
Target market A more specific group of consumers
on whose needs and wants a company focuses its marketing effort
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Consumer Behavior
Psychological Influences (motivasi, persepsi, sikap)
Personal Influences (gaya hidup, status ekonomi)
Social Influences (keluarga, rekans)
Cultural Influences (budaya, etnis, kelas sosial)
Why do consumers
purchase and
consume products?
Buying Behavior
The decision processes and actions of people who purchase and use products
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Psychological Variables of Buying Behavior
Perception
Motivation
Learning
Attitude
Personality
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Social Variables of Buying Behavior
Social roles
Reference groups
Social classes
Culture
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Organizational Buying Behavior
Differences in buyers Professionals
Specialists
Experts
Differences in buyer/seller relationships
Classifying Products
Consumer
Convenience Goods
Shopping Goods
Specialty Goods
Industrial
Expense Items
Capital Items
Product Offerings
Product Line
A group of similar products, intended for similar buyers, who will use them in similar ways. (mis. Sabun)
Product Mix
The total group of products that a company offers for sale. (mis. Alat pembersih)
Developing New Products
The New Product Development Process
Product Mortality Rates
Strategy of introducing new products to respond
quickly to customer or market changes
Creating Product Brands
Branding
Using symbols to communicate the qualities of a given product to create loyal consumers
Types of Brands:
National Brands
Licensed Brands
Private Brands
Product Packaging
Attracts consumers
Displays brand name
Protects contents
Supplies information
Communicates features and benefits
Provides features and benefits (e.g. easy pour spout)