Marketing process & consumer behaviour Key Topics Definition of marketing The external marketing environment Segmentation and target marketing The consumer

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


Functions of Marketing Buying Selling Transporting Storing

Grading Financing Marketing

research Risk taking


Total-Market Approach The marketer tries to

appeal to everyone and assumes that all buyers have the same needs


Target Market Strategies Total-Market Approach


The Exchange Relationship Exchange:

The act of giving up something (money, credit, labor, goods) in return for something else (goods, services, or ideas)


The Exchange Process: Giving Up

One Thing in Return for Another


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


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


The Marketing Environment

External forces that directly or indirectly influence the development of marketing strategies Political Legal Regulatory Social Competitive Economic, and technological


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


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


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


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


Price

A value placed on a product or service that is exchanged between a buyer and seller


Distribution (Place)

Making products available to consumers in the quantities and locations desired


Promotion A persuasive form of

communication that attempts to expedite a marketing exchange by influencing individuals and organizations to accept goods, services, and ideas


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


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.


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


Market Segment A collection of individuals, groups, or

organizations who share one or more characteristics and have similar product needs and desires


Niche Market Narrow market segment focus when

efforts are on one small, well-defined segment that has a unique, specific set of needs


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


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


Psychological Variables of Buying Behavior

Perception Motivation Learning Attitude Personality


Social Variables of Buying Behavior

Social roles Reference groups Social classes Culture


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

Documents

Marketing process & consumer behaviour Key Topics Definition of marketing The external marketing environment Segmentation and target marketing The consumer