Download - I 7 marketing
Sesi 7Sesi 7Understanding Marketing Processes and Consumer Behavior
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Key TopicsDefinition 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, Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and to create exchanges that satisfy individual and organizational objectives”organizational objectives”
““Planning and executing the conception, pricing, Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and to create exchanges that satisfy individual and organizational objectives”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 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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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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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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Evolution of the Marketing Concept
The production orientationDuring the second half of the 19th century
The sales orientationBy the early part of the 20th century
The marketing orientationBy 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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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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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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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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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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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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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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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
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Marketing Mix: The “Four P’s”
(Distribution)(Distribution)
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romotionromotionromotionromotionlacelacelacelace
Developing the Marketing Mix
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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
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
AdvertisingAdvertising
Personal Selling
Personal Selling
Sales Promotions
Sales Promotions
Public Relations
Public Relations
Marketing Research & Information Systems
Marketing researchA systematic, objective process of getting customer information to guide marketing decisions
Marketing information systemA framework for assessing information about customers from internal and external sources
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Collecting Data
Primary dataMarketing information that is observed, recorded, or collected directly from respondents
Secondary dataInformation that is compiled inside or outside an organization for some purpose other than changing the current situation
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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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The Marketing Environment
External forces that directly or indirectly influence the development of marketing strategies
PoliticalLegalRegulatorySocialCompetitiveEconomic, and technological
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The Marketing Mix and the Marketing Environment
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REVIEWJelaskan bagaimana supply dan demand dapat mempengaruhi jumlah produksi maupun distribusi
Sebutkan dan jelaskan mengenai “The Function of Management”
Apa yang dimaksud Competitive environtment dan Makro Environtment ?Jelaskan bagaimana lingkungan dapat berpengaruh terhadap bisnis
Sebutkan dan jelaskan bentuk-bentuk kepemilikan perusahaan
Jelaskan tantangan dan konsekuensi dari bisnis global
Faktor-faktor apa sajakah yang mempengaruhi pembentukan struktur organisasi? Sebutkan bentuk-bentuk struktur organisasi yang anda ketahui!
Apa yang dimaksud Marketing Mix ? Jelaskan!