1. CHAPTER 8
MARKETING OF COMPANY’S
GOOD AND SERVICES
Siti Fatimah Azaharah
Nurul Bahirah
Hasmira Suhada
eira

2. Target Market
• A group of individuals or
organizations with
similar traits who
purchase particular
product.
Market Segmentation
• Market divides into
categories of customer
types. Members of
market segment must
share some common
traits that will affect
their purchasing
decision.

3. Common Base Of Market
Segmentation

4. Product Life Cycle
0
1
2
3
4
5
6
7
0 0.5 1 1.5 2 2.5
Y-Values

5. Production Life Cycle
introduction
Growth
Maturity
Decline

6. Consumer Behavior
 Study of when , why , how and where people
do or do not buy a product .
or
 Describe how consumers make purchasing
decision and how they use and dispose the
purchased good and services.

7. The Consumer Decision-Making Process
Need
recognisation
Information
search
Evaluation
of
alternatives
Purchase
Post-
purchase
behavior

8. Factors That Affect The
Consumer Decision Making
Behavior
Culture
*culture &
value
*Subculture
*Social class
Sosial
*References
group
-Direct
-Indirect
*Opinion
leader
*Family
Psychological
*Perception
*Motivation
*Learning
*Beliefs &
attitudes
Individual
*Gender
*Age Life-
Cycle
*Personality,
Self-
concept,
Lifestyle

9. THE END