Matakuliah : O0362 – Perilaku Konsumen
Tahun : Genap 2009/2010
Perilaku Konsumen dan Strategi
Pemasaran
Pertemuan 08
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
most obvious is for marketing
strategy—i.e., for making better marketing
campaigns.
• A second application is public policy
• Social marketing involves getting ideas
• The
across to consumers rather than selling
something.
• As a final benefit, studying consumer
behavior
should
make
us
better
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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
• Product
• Communicati
ons
• Price
• Distribution
• Service
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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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