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Customer driven marketing
This document discusses key concepts in marketing including the marketing mix, target markets, market segmentation strategies, and factors that influence buying behavior. It defines the exchange process between buyers and sellers and the utility created through marketing. The marketing mix of product, price, promotion, and distribution is explained along with how they interact with customers. Psychological, social, cultural and other environmental forces shape buying behavior. The breakdown of the marketing concept and strategies for single or multiple target markets are also summarized.
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Customer driven marketing
- 1. Rery Indra Kusuma WiluyoKaryanto
- 2. 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
- 3. Marketing Creates Utility Placeutility Time utility Ownership utility Form utility
- 4.
- 5. The Breakdown ofthe Marketing Concept
- 6. The Breakdown ofthe Marketing Concept
- 7. Market/Target Market A marketis 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.
- 8. Target Market Strategies SingleMarketing StrategyCompany Total-Market Approach Total Target Market Multiple Target MarketsMarketing Strategy 1Company Multisegment Approach Marketing Strategy 2 Single Marketing StrategyCompany Concentration Approach Single Target Market
- 9. Bases for SegmentingMarkets Demographics Geographic factors Psychographics Behavioristic characteristics
- 10. The Marketing Mix:Product, Price, Promotion, and Distribution CustomerPromotion Price Distribution Product
- 11. Buying Behavior Psychological variables: perception , motivation, Learning Social variables : social roles, reference, groups, social classes, culture
- 12. A Marketing Mixand the Marketing Environment CustomerPromotion Price Distribution Product Social Forces Competitive and Economic Forces Technological Forces Political, Legal, and Regulatory Forces Marketing Environment
- 13.