Arindra Bab 11 Marketing Processes and Consumer Behavior PDF

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A14 Manajemen

Arindra Nugraha

18808141015

Marketing Processes and Consumer Behavior A. What Is Marketing? It’s an organizational function and a set of processes for creating, communicating,and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. a. Delivering Value b. Goods, Services, and Ideas c. Relationship Marketing and Customer Relationship Management d. The Marketing Environment

B. Strategy: The Marketing Mix In planning and implementing strategies, marketing managers develop the four basic components (often called the “Four Ps”) of the marketing mix: product, pricing, place, and promotion. a. b. c. d. e.

Product Pricing Place (Distribution) Promotion Integrated Strategy

C. Target Marketing and Market Segmentation Identifying Market Segments 1. Geographic Segmentation 2. Demographic Segmentation 3. Geo-Demographic Segmentation 4. Psychographic Segmentation 5. Behaviorral Segmentation

D. Understanding Consumer Behavior Consumer Behavior is a study of the decision process by which people buy and consume products. a. The Consumer Buying Process 1. Problem/Need Recognition 2. Information Seeking 3. Evaluation of Alternatives

4. Purchase Decision 5. Postpurchase Evaluation

E. Organizational Marketing and Buying Behavior In the consumer market, buying and selling transactions are visible to the public. Equally important, though far less visible, are organizational (or commercial) markets.Marketing to organizations that buy goods and services used in creating and delivering consumer products involves various kinds of markets and buying behaviors different from those in consumer markets. a. Business Marketing 1. Industrial Market 2. Reseller Market 3. Government and Institutional Market b. B2B Buying Behavior 1. Differences in Buyers 2. Differences in the Buyer-Seller Relationship

F. What Is a Product? a.

The Value Package Today’s customer wants a product that havd a bundle of attributes, benefits, and features that taken together. Marketers usually call it the Value Package. c. Classifying Goods and Services 1. Classifying Consumer Products 2. Classifying Organizational Products d. The Product Mix a. Product Lines It’s a group of products that are closely related because they function in a similar manner or are sold to the same customer groupwho will use them in similar ways.

G. Developing New Products a. The New Product Development Process Product development is a long and expensive process, and like Merck & Co., many firms have research and development (R&D) departments for exploring new product possibilities. Why do they devote so many resources to exploring product possibilities, rejecting many seemingly good ideas along the way? First, high mortality rates for new ideas mean that only a few new products reach the market. Second, for many companies, speed to market with a product is as important as care in developing it.

H. I.

The International Marketing Mix Small Business and The Marketing Mix...