Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Perilaku Konsumen dan Strategi Pemasaran
Pertemuan 03
MARKETING STRATEGY AND
CONSUMER BEHAVIOR
MARKET
ANALYSIS
MARKETING
STRATEGY
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MARKET
SEGMENTATION
CONSUMER
DECISION
PROCESSES
OUTCOMES
MARKET ANALYSIS COMPONENTS
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Consumers
Firms
Competitors
Conditions
(environment)
HOW CB IMPROVE MARKETING STRATGY
• The psychology of how consumers think, feel, reason,
and select between different alternatives (e.g.,
brands, products);
• The the psychology of how the consumer is influenced
by his or her environment (e.g., culture, family, signs,
media);
• The behavior of consumers while shopping or making
other marketing decisions;
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HOW CB IMPROVE MARKETING STRATGY
• Limitations in consumer knowledge or information
processing abilities influence decisions and marketing
outcome;
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HOW CB IMPROVE MARKETING STRATGY
• How consumer motivation and decision strategies
differ between products that differ in their level of
importance or interest that they entail for the
consumer; and
• How marketers can adapt and improve their
marketing campaigns and marketing strategies to
more effectively reach the consumer.
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FOUR MAIN APPLICATIONS OF CB
• The most obvious is for marketing strategy—i.e., for
making better marketing campaigns.
• A second application is public policy
• Social marketing involves getting ideas across to
consumers rather than selling something.
• As a final benefit, studying consumer behavior should
make us better consumers.
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MARKET SEGMENTATION
(covered in more detail later)
• Product-related need
sets
• Segments: customers
with similar needs and
responses
• Segment description
• Segment selection
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ELEMENTS IN MARKETING STRATEGY
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Product
Communications
Price
Distribution
Service
WHY WE BUY: SOME ISSUES
• Questions academics relatively well: Whether,
how, why?
• Questions academics answer less well:
– How much?
– Which effect is stronger?
– What if…?
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WHY WE BUY ISSUES
• “Conversion” and “interception” rates
• The “Transition Zone”
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WHY WE BUY ISSUES
• Thinking like a consumer who is in the shopping
setting!
• A note on exam questions from the text: You need to
have read the book to be able to answer! (The
answers are not obvious.)
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• Class Discussion
• Q/A
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