customer driven marketing
DESCRIPTION
Fungsi marketing, target market dan kebiasaan dari customerTRANSCRIPT
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Rery Indra Kusuma
Wiluyo Karyanto
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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
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Marketing Creates Utility
Place utility
Time utility
Ownership utility
Form utility
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Functions of Marketing
Buying
Selling
Transporting
Storing
Grading
Financing
Marketing
research
Risk taking
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The Breakdown of the Marketing
Concept
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The Breakdown of the Marketing
Concept
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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.
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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
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Bases for Segmenting Markets
Demographics
Geographic factors
Psychographics
Behavioristic characteristics
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The Marketing Mix: Product, Price,
Promotion, and Distribution
Customer Promotion Price
Distribution
Product
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Buying Behavior
Psychological variables : perception ,
motivation, Learning
Social variables : social roles, reference,
groups, social classes, culture
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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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