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Marketing process & consumer behaviour
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 executingPlanning and executing the the conception, pricing, conception, pricing, promotion, and distributionpromotion, and distribution of ideas, goods, and of ideas, goods, and services to create exchanges that satisfy services to create exchanges that satisfy individual and organizational objectives”individual and organizational objectives”
““Planning and executingPlanning and executing the the conception, pricing, conception, pricing, promotion, and distributionpromotion, and distribution of ideas, goods, and of ideas, goods, and services to create exchanges that satisfy services to create exchanges that satisfy individual and organizational objectives”individual and organizational objectives”
Finding a need and filling it!Finding a need and filling it!Finding a need and filling it!Finding a need and filling it!
OROR
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.
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
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 Relationship marketing emphasizes lasting emphasizes lasting relationships with relationships with
customers and supplierscustomers 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 EnvironmentDrives 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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Marketing Mix: The “Four P’s”
(Distribution)(Distribution)
roductroductroductroduct ricingricingricingricing
romotionromotionromotionromotionlacelacelacelace
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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The Promotional Mix
AdvertisingAdvertisingPersonal Selling
Personal Selling
Sales Promotions
Sales Promotions
Public Relations
Public Relations
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
Psychographic Psychographic
VariablesVariables
Geographic Geographic VariablesVariables
Demographic Demographic
VariablesVariables
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 Why do consumers purchase and purchase and consumeconsume products? 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 Markets
Industrial Market
Government and Institutional Market
Reseller Market
Organizational Buying BehaviorDifferences 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)
Satu
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