pdf - week 09 understanding marketing
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1
Presented by: Anna Riana Putriya
Understanding
Marketing Process
and Consumer Behavior
Chapter 09
Presented by: Anna Riana Putriya
What is Marketing ?
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of
value with others.
– Philip Kotler (p. 7) –
Process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individual and organizational objectives
– Griffin, 2002 –Marketing =
sales
Marketing =
sales
Marketing =
sales
Marketing =
sales…………
????
Presented by: Anna Riana Putriya
Company Orientations towards the Marketplace
Production ConceptProduction Concept
Product ConceptProduct Concept
Selling ConceptSelling Concept
Marketing ConceptMarketing Concept
Consumers prefer products that are widely available and inexpensive
Consumers favor products that offer the most quality, performance, or innovative features
Consumers will buy products only ifthe company aggressivelypromotes/sells these products
Focuses on needs/ wants of target markets & delivering value better than competitors
Presented by: Anna Riana Putriya
Marketing: Providing Value & Satisfaction
� Value and Benefits
� Value is the relative comparison of a
products benefits versus its costs
� Benefits include the functions of the product
and the emotional satisfactions associated
with owning, experiencing or possessing it
Value = Benefits
Costs
Presented by: Anna Riana Putriya
Benefit VS Cost
Alternative 1
Alternative 2
Presented by: Anna Riana Putriya
Marketing: Providing Value & Satisfaction
Value and Utility
Utility is the ability of a product to satisfy a human
want or need. Four kinds:
�Time Utility
�Place Utility
�Ownership Utility
�Form Utility
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Presented by: Anna Riana Putriya
Marketing: Goods, Services and Ideas
• Consumer goods are products purchased by consumers for personal use
• Industrial goods are products used by
companies to produce other products
• Services are intangible products that can be purchased
Presented by: Anna Riana Putriya
The Marketing Environment
External environment is the outside factors that influence
marketing programs by posing opportunities and threats.
Presented by: Anna Riana Putriya
Competitive Environment
a. Substitute products differ from those of competitors but can fill the same need
b. Brand competition occurs between similar
products
Presented by: Anna Riana Putriya
c. International competition matches domestic
products against foreign products
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The Four Ps and The Four Cs
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
CostCommunication
Convenience
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What is a Product ?
A product is a good, service or idea designed
to fill a consumer need or want.
3
Presented by: Anna Riana Putriya
Barang Jasa
Barang
Jasa
MobilMobilMobilMobil
ArlojiArlojiArlojiArloji mahalmahalmahalmahal
Mainframe ComputerMainframe ComputerMainframe ComputerMainframe Computer
MejaMejaMejaMeja
SepatuSepatuSepatuSepatu
GulaGulaGulaGula
MinyakMinyakMinyakMinyak tanahtanahtanahtanah
AirlineAirlineAirlineAirline
SoftwareSoftwareSoftwareSoftware
TeleponTeleponTeleponTelepon
HotelHotelHotelHotel
KonsultasiKonsultasiKonsultasiKonsultasi
EdukasiEdukasiEdukasiEdukasi
BabyBabyBabyBaby----sittingsittingsittingsitting
UTAMAUTAMA
PENDUKUNGPENDUKUNG
Presented by: Anna Riana Putriya
Product differentiation is the creation of a product
feature or product image that differs enough from competing products to attract consumers
How do they differentiate themselves ?
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What is Pricing ?
Pricing is selecting the best price at which to sell a
product.
� Prices must support a variety of costs
� Prices must be competitive
- Low- and high-price strategies can be effective in different
situations
Presented by: Anna Riana Putriya
What is Promotion ?
Promotion is the techniques for communicating
information about products. Four promotional tools:
a. Advertising
b. Personal Selling
c. Sales Promotions
d. Public Relations
Presented by: Anna Riana Putriya
What is Distribution or Place ?
Distribution is part of the marketing mix concerned
with getting products from producers to consumers.
�Decisions about warehousing, inventory control and transportation options
�Decisions about channels
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What is Market Segmentation ?
Market segmentation is the process of dividing a market into categories of customer types
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Identifying Market Segments
1. Geographic variables are geographical units
2. Demographic variables are characteristics of
populations
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Demographic Variables
Presented by: Anna Riana Putriya
3. Psychographic variables are consumer characteristics such as lifestyles, opinions, interests and attitudes
4. Behavioral variables are consumer characteristics based on the use of a product, benefits sought from it, reasons for its purchase and brand loyalty
Toothpaste w/
-Whiteners
-Fluoride
-etc.
Presented by: Anna Riana Putriya
What is Target Market ?
Target markets are groups of people with similar wants and needs
Presented by: Anna Riana Putriya
Market Research & the Marketing Process
Study of consumer needs and wants and the ways in which sellers can best
meet them
Presented by: Anna Riana Putriya
What is Consumer Behavior ?
Study of the decision process by which people
buy and consumer products
5
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Brand Loyalty
Pattern of regular consumer purchasing based on
satisfaction with a product
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Consumer Buying Behavior
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Organizational Markets
a. Industrial market includes businesses that buy goods to be converted into other products or used during production
b. Reseller market consists of intermediaries that buy and resell finished goods
c. Government and institutional market consists of nongovernmental buyers of goods and services
Presented by: Anna Riana Putriya
The International Marketing Mix
� International Products Some products can be soldabroad with few changes
� International PricingMarketers must consider the higher costs of transporting and selling products abroad
� International DistributionDelays in starting new distribution networks can be costly
� International PromotionA good ad campaign is a good campaign just about everywhere
Presented by: Anna Riana Putriya
Small Business and the Marketing Mix
� Small-Business Products --> Small firms should understand consumer wants before creating new
products or services
� Small-Business Pricing -- > Small firms should set prices by assessing costs
� Small-Business Distribution -- > Small firms should select a facility location aimed at attracting and
retaining customers
� Small-Business Promotion -- > Small firms should plan
promotional expenses as part of start-up costs
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