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Reindy Gustyawan
Reindy Gustyawan
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Sesi 7 Understanding Marketing Processes and Consumer Behavior Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
Key Topics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Is Marketing? ,[object Object],Finding a need and filling it! OR
Nature of Marketing ,[object Object]
The Exchange Relationship ,[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
The Exchange Process: Giving Up One Thing in Return for Another Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Marketing Creates Utility ,[object Object],[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Functions of Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
The Marketing Concept ,[object Object],Did You Know? Trying to determine a customer’s true needs is difficult because no one fully understands what motivates people to buy. Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Evolution of the Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Marketing Orientation ,[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Developing Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Selecting a Target Market ,[object Object],[object Object],[object Object],[object Object],12- Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Total-Market Approach ,[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Target Market Strategies Total-Market Approach Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Market Segmentation ,[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Market Segment ,[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Bases for Segmenting Markets ,[object Object],[object Object],[object Object],[object Object],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. Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
The Keys to Successful Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Marketing Mix: The “Four P’s” (Distribution) P roduct P ricing P romotion P lace
Developing the Marketing Mix Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Product ,[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Price ,[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Distribution ,[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Promotion ,[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
The Promotional Mix Advertising Personal Selling Sales Promotions Public Relations
Marketing Research & Information Systems ,[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Collecting Data ,[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Buying Behavior ,[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Psychological Variables of Buying Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
Social Variables of Buying Behavior ,[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
The Marketing Environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
The Marketing Mix and the Marketing Environment Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
REVIEW ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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I 7 marketing

  • 1. Sesi 7 Understanding Marketing Processes and Consumer Behavior Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. The Exchange Process: Giving Up One Thing in Return for Another Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. Target Market Strategies Total-Market Approach Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. Marketing Mix: The “Four P’s” (Distribution) P roduct P ricing P romotion P lace
  • 21. Developing the Marketing Mix Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
  • 22.
  • 23.
  • 24.
  • 25.
  • 26. The Promotional Mix Advertising Personal Selling Sales Promotions Public Relations
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. The Marketing Mix and the Marketing Environment Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
  • 34.

Notas do Editor

  1. Marketing mix : kombinasi dari strategi produk, harga, promosi, dan distribusi yang digunakan untuk memasarkan produk
  2. Advertising = beriklan (surat kabar, majalah, media elektronik) Personal selling = jika memerlukan informasi terinci dan teknis Sales promotion = relatif murah, mis: hadiah, kupon, paket murah Public relation = usaha komunikasi utk membangun ‘goodwill’