KOMUNIKASI DAN PERILAKU KONSUMEN Pertemuan 08 Matakuliah: Perilaku Konsumen Tahun : 2009.
Perilaku Konsumen dan Strategi Pemasaran Pertemuan 08 Matakuliah: O0362 – Perilaku Konsumen Tahun:...
-
Upload
arjun-frierson -
Category
Documents
-
view
230 -
download
2
Transcript of Perilaku Konsumen dan Strategi Pemasaran Pertemuan 08 Matakuliah: O0362 – Perilaku Konsumen Tahun:...
Perilaku Konsumen dan Strategi Pemasaran
Pertemuan 08
Matakuliah : O0362 – Perilaku KonsumenTahun : Genap 2009/2010
Bina Nusantara
MARKETING STRATEGY AND CONSUMER BEHAVIOR
MARKETANALYSIS
MARKETINGSTRATEGY
MARKETSEGMENTATION
CONSUMER DECISION
PROCESSES
OUTCOMES
Bina Nusantara
MARKET ANALYSIS COMPONENTS
• Consumers• Firms• Competitors• Conditions
(environment)
Bina Nusantara
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;
Bina Nusantara
HOW CB IMPROVE MARKETING STRATGY
• Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
Bina Nusantara
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.
Bina Nusantara
FOUR MAIN APPLICATIONS OF CB
• The most obvious is for marketing strategy—i.e., for making better marketing campaigns.
• A second application is public policy• Social marketing involves getting ideas across
to consumers rather than selling something. • As a final benefit, studying consumer behavior
should make us better consumers.
Bina Nusantara
MARKET SEGMENTATION (covered in more detail later)
• Product-related need sets
• Segments: customers with similar needs and responses
• Segment description
• Segment selection
Bina Nusantara
ELEMENTS IN MARKETING STRATEGY
• Product• Communicati
ons• Price• Distribution• Service
Bina Nusantara
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…?
Bina Nusantara
WHY WE BUY ISSUES
• “Conversion” and “interception” rates• The “Transition Zone”
Bina Nusantara
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.)
Bina Nusantara
• Class Discussion• Q / A