Business w09 Understanding Marketing @1

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Business w09 Understanding Marketing @1

  1. 1. Week 09 Understanding Marketing Process and Consumer Behavior Presented by: Anna Riana Putriya
  2. 2. What is Marketing ? ? Marketing is a societal process by which individuals and s… groups obtain what they need and want through creating, le offering, and freely exchanging products and services of sa value with others. = – Philip Kotler (p. 7) – ting Process of planning and executing the conception, ke pricing, promotion and distribution of ideas, goods and ar services to create exchanges that satisfy individual and M organizational objectives – Griffin, 2002 – Presented by: Anna Riana Putriya
  3. 3. Company Orientations towards the Marketplace Consumers prefer products that are Production Concept Production Concept widely available and inexpensive Consumers favor products that Product Concept Product Concept offer the most quality, performance, or innovative features Consumers will buy products only if Selling Concept Selling Concept the company aggressively promotes/sells these products Focuses on needs/ wants of target Marketing Concept Marketing Concept markets & delivering value better than competitors Presented by: Anna Riana Putriya
  4. 4. 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
  5. 5. Benefit VS Cost Alternative 1 Alternative 2 Presented by: Anna Riana Putriya
  6. 6. 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 Presented by: Anna Riana Putriya
  7. 7. 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
  8. 8. The Marketing Environment External environment is the outside factors that influence marketing programs by posing opportunities and threats. Presented by: Anna Riana Putriya
  9. 9. 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
  10. 10. c. International competition matches domestic products against foreign products Presented by: Anna Riana Putriya
  11. 11. The Four Ps and The Four Cs Marketing Mix Place Product Convenience Customer Solution Price Promotion Customer Communication Cost Presented by: Anna Riana Putriya
  12. 12. What is a Product ? A product is a good, service or idea designed to fill a consumer need or want. Presented by: Anna Riana Putriya
  13. 13. PENDUKUNG Barang Jasa Meja Mobil Sepatu Arloji mahal Barang Gula Mainframe Computer Minyak tanah UTAMA Airline Konsultasi Jasa Software Edukasi Telepon Baby- Baby-sitting Hotel Presented by: Anna Riana Putriya
  14. 14. 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 ? Presented by: Anna Riana Putriya
  15. 15. 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
  16. 16. 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
  17. 17. 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 Presented by: Anna Riana Putriya
  18. 18. What is Market Segmentation ? Market segmentation is the process of dividing a market into categories of customer types Presented by: Anna Riana Putriya
  19. 19. Identifying Market Segments 1. Geographic variables are geographical units 2. Demographic variables are characteristics of populations Presented by: Anna Riana Putriya
  20. 20. Demographic Variables Presented by: Anna Riana Putriya
  21. 21. 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
  22. 22. What is Target Market ? Target markets are groups of people with similar wants and needs Presented by: Anna Riana Putriya
  23. 23. 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
  24. 24. What is Consumer Behavior ? Study of the decision process by which people buy and consumer products Presented by: Anna Riana Putriya
  25. 25. Brand Loyalty Pattern of regular consumer purchasing based on satisfaction with a product Presented by: Anna Riana Putriya
  26. 26. Consumer Buying Behavior Presented by: Anna Riana Putriya
  27. 27. 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
  28. 28. The International Marketing Mix International Products Some products can be sold abroad with few changes International Pricing Marketers must consider the higher costs of transporting and selling products abroad International Distribution Delays in starting new distribution networks can be costly International Promotion A good ad campaign is a good campaign just about everywhere Presented by: Anna Riana Putriya
  29. 29. 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 Presented by: Anna Riana Putriya

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