QUIZ
Pengantar Manajemen Pemasaran
Nomor #1
• Jelaskan apa yang dimaksud dengan needs,
wants, dan demand! Apa bedanya?
• Jelaskan apa yang dimaksud dengan marketing
mix!
• Buatlah diagram yang menjelaskan bagaimana
hubungan antara needs & wants, STP, dan
marketing mix dalam rangka menciptakan profit
melalui kepuasan pelanggan! Berilah penjelasan
singkat tentang diagram yang Anda buat!
Nomor #2
• Gambarkan diagram/model dari perilaku
konsumen, lengkap dengan black box-nya!
• Sebutkan faktor-faktor apa saja yang
mempengaruhi perilaku konsumen tersebut!
• Jelaskan apa saja 5 tahapan dalam proses
keputusan pembelian konsumen!
• Ada 5 peran dalam proses keputusan pembelian,
yaitu: [1] initiator, [2] influencer, [3] decider, [4]
buyer, dan [5] user. Jelaskan apa saja
perbedaannya! Berikan contoh!
Nomor #3
• Apa perbedaan antara Segmenting dan Targeting
dalam STP?
• Apa saja variabel yang biasanya digunakan dalam
proses Segmenting? Uraikan!
• Ada 5 kriteria yang biasa digunakan untuk
menentukan segmentasi yang efektif, yaitu:
Measurable, Accessible, Substantial,
Differentiable, dan Actionable, atau biasa
disingkat menjadi MASDA. Jelaskan apa
perbedaannya dan berikan contoh!
• Buatlah STP untuk mobil Daihatsu Ayla!
Marketing Mix is the set of tools (four Ps) the
firm uses to implement its marketing strategy.
7P
Product
7V
Variety
Customer Solution/
Satisfaction
Price
Promotion
Place
People
Physical Evidence
Process
Value
Voice
Venue
Vocation
Visibility
Variability
Cost
Communication
Convenience
Contact
Core
Complexity
Created by: ivan.prasetya@b0chun.com
7C
Selling Concept vs. Marketing Concept
Created by: ivan.prasetya@b0chun.com
So, What Is Marketing?
Pulling It All Together
Created by: ivan.prasetya@b0chun.com
1-49
Marketing Strategy
and the Marketing Mix
Model of Consumer Behavior
Created by: ivan.prasetya@b0chun.com
Factors Influencing Consumer Behavior
Created by: ivan.prasetya@b0chun.com
Five Stages in the Buyer Decision Process
1. Need recognition: internal, external stimuli
2. Information search: personal sources, family
sources, public sources, experiential sources
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior
Created by: ivan.prasetya@b0chun.com
Created by: ivan.prasetya@b0chun.com
Requirements for Effective Segmentation: MASDA
[M]easurable: size, purchasing power, and profiles of the
segments
[A]ccessible: refers to the fact that the market can be
effectively reached and served
[S]ubstantial: refers to the fact that the markets are large
and profitable enough to serve
[D]ifferentiable: refers to the fact that the markets are
conceptually distinguishable and respond differently to
marketing mix elements and programs
[A]ctionable: refers to the fact that effective programs
can be designed for Created
attracting
and serving the segments
by: ivan.prasetya@b0chun.com