Business w09 Understanding Marketing @1

Week 09

Understanding
Marketing Process
and Consumer Behavior

Presented by: Anna Riana Putriya

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 –


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


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


Benefit VS Cost

Alternative 1

Alternative 2


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


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


The Marketing Environment

External environment is the outside factors that influence
marketing programs by posing opportunities and threats.


Competitive Environment

a. Substitute products differ from those of competitors
but can fill the same need

b. Brand competition occurs between similar
products


c. International competition matches domestic
products against foreign products


The Four Ps and The Four Cs

Marketing
Mix

Place
Product

Convenience
Customer
Solution Price Promotion

Customer
Communication
Cost

What is a Product ?

A product is a good, service or idea designed
to fill a consumer need or want.


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


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 ?


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


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


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


What is Market Segmentation ?

Market segmentation is the process of dividing a
market into categories of customer types


Identifying Market Segments

1. Geographic variables are geographical units

2. Demographic variables are characteristics of
populations


Demographic Variables


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.


What is Target Market ?

Target markets are groups of people with similar
wants and needs


Market Research & the Marketing Process

Study of consumer needs
and wants and the ways
in which sellers can best
meet them


What is Consumer Behavior ?

Study of the decision process by which people
buy and consumer products


Brand Loyalty

Pattern of regular consumer
purchasing based on
satisfaction with a product


Consumer Buying Behavior


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


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


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


Business w09 Understanding Marketing @1

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (12)

Destaque

Destaque (20)

Semelhante a Business w09 Understanding Marketing @1

Semelhante a Business w09 Understanding Marketing @1 (20)

Mais de univ

Mais de univ (20)

Último

Último (20)

Business w09 Understanding Marketing @1