Matakuliah
Tahun
: J0712 - Pengantar Bisnis
: 2009
Understanding Principles Of Marketing
Pertemuan 09
Marketing Process and Consumer Behavior
•Outline:
•What Is Marketing?
•Target Marketing and Market Segmentation
•Marketing Research
•Understanding Consumer Behavior
•Organizational Marketing and Buying Behavior
•International Marketing Mix
•Small Business and the Marketing Mix
Bina Nusantara University
3
What Is Marketing?
• Process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods
and services to create exchanges that satisfy
individual and organizational objectives
• Marketing mix of goods and services are:
– Developing
– Pricing
– Placing
– Promoting
Bina Nusantara University
4
Value & Satisfaction
• Benefits include the functions of the product
and the emotional satisfactions associated
with owning, experiencing or possessing it.
• Benefits must exceed costs to be of value to the
consumer.
Value = Benefits
Costs
Bina Nusantara University
5
Marketing: Providing Value and Satisfaction
• Value and Utility
– Utility is the ability of a product to satisfy a human
want or need. Four kinds:
•
•
•
•
Bina Nusantara University
Time Utility
Place Utility
Ownership Utility
Form Utility
6
Goods, Services, 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
Bina Nusantara University
7
The Marketing Environment
External environment is the
outside factors that influence
marketing programs by posing
opportunities and threats. Five
environmental factors:
•Political–Legal Environment
•Social–Cultural Environment
•Technological Environment
•Economic Environment
•Competitive Environments
Bina Nusantara University
8
Competitive Environment
Substitute
products differ
from those of
competitors but can
fill the same need.
Bina Nusantara University
Brand competition
occurs between
similar products.
International
competition matches
domestic products
against foreign products.
9
Marketing Mix (4 P’s)
Product
Price
Place
Promotion
Bina Nusantara University
10
Product and Pricing
•
A product is a good, service, idea to
fill need or want.
• Pricing is selecting the best
price at which to sell a
product.
•
•
Product Differentiation  the
creation of a product feature or
product image that differs enough
from competing products to attract
consumers.
Bina Nusantara University
Price Must Create Profit By:
– Covering Costs
– Attract Customers
•
High-Low Strategy
– Low = Large Sales Volume
– High = Greater Profit Per Unit Sold
11
Distribution (Place)
Distribution is part of the marketing mix
concerned with getting products from
producers to consumers.
– Decisions about warehousing (storage), inventory
control and transportation mode.
– Decisions about channels.
Bina Nusantara University
12
Channels Of Distribution
Producer
Producer
Producer
Wholesaler
Retailer
Retailer
Consumer
Bina Nusantara University
Consumer
Consumer
13
Promotion
Promotion is the
techniques for
communicating
information about
products. Four
promotional tools:
–
–
–
–
Advertising
Personal Selling
Sales Promotions
Public Relations
Bina Nusantara University
Web Effect On
Media Shopping
What’s the biggest way the Web
has changed how you shop for
media?
Comparison Shop
30%
36%
Get More Obscure Titles
Buy More Stuff
5%
Use Online Suggestions
11%
18%
No Change
14
What Is Target Marketing and Market
Segmentation?
• Target markets are groups of
people with similar wants and
needs.
• Market segmentation is the
process of dividing a market into
categories of customer types.
Bina Nusantara University
15
Identifying Market Segments
– Geographic variables are
geographical units
– Demographic variables are
characteristics of populations
Bina Nusantara University
16
Identifying Market Segments
 Psychographic variables are
consumer characteristics such as
lifestyles, opinions, interests and
attitudes
 Behavioral variables are
consumer characteristics based
on the use of a product, benefits
sought from it, reasons for its
purchase and brand loyalty
Bina Nusantara University
Toothpaste w/
-Whiteners
-Fluoride
-etc.
17
Market Research and Process
• Study
Consumer
Needs/Wants
• Determine
Ways
Sellers Can
Satisfy
Needs/Wants
Bina Nusantara University
18
Research Process
Study Situation
Select Method
Collect Data
Analyze Data
Prepare Report
Bina Nusantara University
19
What Is Consumer Behavior?
• Study of the decision process by which people
buy and consumer products, influenced by:
– Psychological influences: individual’s motivations,
perceptions and attitudes
– Personal influences: lifestyle, personality and
economic status
– Social influences: family, opinion leaders and
reference groups
– Cultural influences: culture, subculture and social
class
Bina Nusantara University
20
Consumer Buying Behavior
Bina Nusantara University
21
Marketing Mix- International and Small Business
• Marketing Mix-International
• Products- Redesign For
Foreign Buyer
• Pricing- Cover Increased
Cost Of Transport/Selling
• Distribution- Delays In
Establishing Network For
Startup
• Promotion- Cultural
Differences
Bina Nusantara University
•Marketing Mix – Small
Business
•Products- Limited Buying
Market
•Pricing- Incorrect Cost
Estimation
•Distribution- Location Is
Critical
•Promotion- Local Which
Is Cheaper
22