Matakuliah
Tahun
: Perilaku Konsumen
: 2009
PERILAKU KONSUMEN: ASAL-USUL DAN
PENERAPAN STRATEGI
Pertemuan I
Opening
Vignette
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Objectives of One-to-One Marketing
• To attain customers
• Sell them more products
• Make a profit
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Digital Revolution in the Marketplace
Digital Revolution in the Marketplace
• Allows customization of products,
services, and promotional messages like
never before
• Enhances relationships with customers
more effectively and efficiently
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Changes in the Business Environment
• Increased consumer
power
• Access to information
• More products and
services
• Interactive and instant
exchanges
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• Access to customer
patterns and preferences
• Evolution to other -Web
connection
– PDAs
– HDTV
– Mobile phones
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Consumer Behavior
The behavior that consumers display in
searching for, purchasing, using, evaluating, and
disposing of products and services that they
expect will satisfy their needs.
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Personal Consumer
The individual who buys goods and services for
his or her own use, for household use, for the
use of a family member, or for a friend.
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Organizational Consumer
A business, government agency, or other
institution (profit or nonprofit) that buys the
goods, services, and/or equipment necessary for
the organization to function.
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Development of the Marketing Concept
Production Concept
Product Concept
Selling Concept
Marketing
Concept
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The Production Concept
• Assumes that consumers are interested primarily in
product availability at low prices
• Marketing objectives:
– Cheap, efficient production
– Intensive distribution
– Market expansion
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The Product Concept
• Assumes that consumers will buy the product that offers
them the highest quality, the best performance, and the
most features
• Marketing objectives:
– Quality improvement
– Addition of features
• Tendency toward Marketing Myopia
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The Selling Concept
• Assumes that consumers are unlikely to buy a product
unless they are aggressively persuaded to do so
• Marketing objectives:
– Sell, sell, sell
• Lack of concern for customer needs and satisfaction
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The Marketing Concept
• Assumes that to be successful, a company must
determine the needs and wants of specific target
markets and deliver the desired satisfactions better than
the competition
• Marketing objectives:
– Profits through customer satisfaction
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Business Leaders Who Understood Consumer
Behavior
Alfred Sloan, General
Motors
Colonel Sanders, KFC
Ray Kroc, McDonald’s
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The Marketing Concept
A consumer-oriented philosophy that suggests
that satisfaction of consumer needs provides the
focus for product development and marketing
strategy to enable the firm to meet its own
organizational goals.
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Implementing the Marketing Concept
•
•
•
•
Consumer Research
Segmentation
Targeting
Positioning
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Consumer Research
• The process and tools used to study consumer behavior.
• Two perspectives:
– Positivist approach
– Interpretivist approach
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Segmentation, Targeting, and Positioning
• Segmentation: process of dividing the market into
subsets of consumers with common needs or
characteristics
• Targeting: selecting one ore more of the segments to
pursue
• Positioning: developing a distinct image for the product
in the mind of the consumer
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Successful Positioning
• Communicating the
benefits of the product,
rather than its features
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• Communicating a
Unique Selling
Proposition for the
product
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The Marketing Mix
•
•
•
•
Product
Price
Place
Promotion
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Successful Relationships
Customer
Value
Customer
Retention
Customer
Satisfaction
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Types
of Customers
Types of the
Customers
Terrorists
Hostages
• Loyalists
• Terrorist
Mercenaries
• Apostles
• Hostages
• Defectors
• Mercenaries
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Customer Profitability-Focused Marketing
Tier 1: Platinum
Tier 2: Gold
Tier 3: Iron
Tier 4: Lead
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Societal Marketing Concept
• A revision of the traditional marketing concept that
suggests that marketers adhere to principles of social
responsibility in the marketing of their goods and
services; that is, they must endeavor to satisfy the needs
and wants of their target markets in ways that preserve
and enhance the well-being of consumers and society as
a whole
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The Societal Marketing Concept
• All companies prosper when society prospers.
• Companies, as well as individuals, would be better off if
social responsibility was an integral component of every
marketing decision.
• Requires all marketers adhere to
principles of
social responsibility
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External Influence
Input
Firm’s Marketing Efforts
1. Product
2. Promotion
3. Price
4. Channels of distribution
•Need
Recognition
Process
•Prepurchase
Search
•Evaluation of
Alternatives
Output
Purchase
1. Trial
2. Repeat purchase
Sociocultural Environment
1. Family
2. Informal sources
3. Other noncommercial sources
4. Social class
5. Subculture and culture
Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
Figure 1-1:
A Simple Model of
Consumer Decision Making
Postpurchase Evaluation
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