PERILAKU KONSUMEN: ASAL-USUL DAN PENERAPAN STRATEGI Pertemuan I Matakuliah: Perilaku Konsumen Tahun: 2009

Bina Nusantara University 3 Opening Vignette

Bina Nusantara University 4 Objectives of One-to-One Marketing To attain customers Sell them more products Make a profit

Bina Nusantara University 5 Digital Revolution in the Marketplace Allows customization of products, services, and promotional messages like never before Enhances relationships with customers more effectively and efficiently

Bina Nusantara University 6 Changes in the Business Environment Increased consumer power Access to information More products and services Interactive and instant exchanges Access to customer patterns and preferences Evolution to other -Web connection –PDAs –HDTV –Mobile phones

Bina Nusantara University 7 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.

Bina Nusantara University 8 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.

Bina Nusantara University 9 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.

Bina Nusantara University 10 Development of the Marketing Concept Production Concept Product Concept Selling Concept Marketing Concept

Bina Nusantara University 11 The Production Concept Assumes that consumers are interested primarily in product availability at low prices Marketing objectives: –Cheap, efficient production –Intensive distribution –Market expansion

Bina Nusantara University 12 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

Bina Nusantara University 13 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

Bina Nusantara University 14 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

Bina Nusantara University 15 Business Leaders Who Understood Consumer Behavior Alfred Sloan, General Motors Colonel Sanders, KFC Ray Kroc, McDonald’s

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Bina Nusantara University 17 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.

Bina Nusantara University 18 Implementing the Marketing Concept Consumer Research Segmentation Targeting Positioning

Bina Nusantara University 19 Consumer Research The process and tools used to study consumer behavior. Two perspectives: –Positivist approach –Interpretivist approach

Bina Nusantara University 20 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

Bina Nusantara University 21 Successful Positioning Communicating the benefits of the product, rather than its features Communicating a Unique Selling Proposition for the product

Bina Nusantara University 22 The Marketing Mix Product Price Place Promotion

Bina Nusantara University 23 Successful Relationships Customer Value Customer Retention Customer Satisfaction

Bina Nusantara University 24 Types of Customers Terrorists Hostages Mercenaries Loyalists Apostles Defectors Terrorist Hostages Mercenaries Types of the Customers

Bina Nusantara University 25 Customer Profitability-Focused Marketing Tier 1: Platinum Tier 2: Gold Tier 3: Iron Tier 4: Lead

Bina Nusantara University 26 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 Societal Marketing Concept

Bina Nusantara University 27 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

Bina Nusantara University 28 Input Process Output External Influence Consumer Decision Making Post-Decision Behavior Firm’s Marketing Efforts 1. Product 2. Promotion 3. Price 4. Channels of distribution Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial sources 4. Social class 5. Subculture and culture Need Recognition Prepurchase Search Evaluation of Alternatives Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes Experience Purchase 1. Trial 2. Repeat purchase Postpurchase Evaluation Figure 1-1: A Simple Model of Consumer Decision Making