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

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Marketing Mix: The “Four P’s”

(Distribution)(Distribution)

roductroductroductroduct ricingricingricingricing

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!