1. Week 09
Understanding
Marketing Process
and Consumer Behavior
Presented by: Anna Riana Putriya
2. What is Marketing ?
?
Marketing is a societal process by which individuals and
s…
groups obtain what they need and want through creating,
le
offering, and freely exchanging products and services of
sa
value with others.
=
– Philip Kotler (p. 7) –
ting
Process of planning and executing the conception,
ke
pricing, promotion and distribution of ideas, goods and
ar
services to create exchanges that satisfy individual and
M organizational objectives
– Griffin, 2002 –
Presented by: Anna Riana Putriya
3. Company Orientations towards the Marketplace
Consumers prefer products that are
Production Concept
Production Concept widely available and inexpensive
Consumers favor products that
Product Concept
Product Concept offer the most quality, performance,
or innovative features
Consumers will buy products only if
Selling Concept
Selling Concept the company aggressively
promotes/sells these products
Focuses on needs/ wants of target
Marketing Concept
Marketing Concept markets & delivering value
better than competitors
Presented by: Anna Riana Putriya
4. Marketing: Providing Value & Satisfaction
Value and Benefits
Value is the relative comparison of a
products benefits versus its costs
Benefits include the functions of the product
and the emotional satisfactions associated
with owning, experiencing or possessing it
Value = Benefits
Costs
Presented by: Anna Riana Putriya
6. Marketing: Providing Value & Satisfaction
Value and Utility
Utility is the ability of a product to satisfy a human
want or need. Four kinds:
Time Utility
Place Utility
Ownership Utility
Form Utility
Presented by: Anna Riana Putriya
7. Marketing: Goods, Services and Ideas
• Consumer goods are products
purchased by consumers for personal
use
• Industrial goods are products used by
companies to produce other products
• Services are intangible products that
can be purchased
Presented by: Anna Riana Putriya
8. The Marketing Environment
External environment is the outside factors that influence
marketing programs by posing opportunities and threats.
Presented by: Anna Riana Putriya
9. Competitive Environment
a. Substitute products differ from those of competitors
but can fill the same need
b. Brand competition occurs between similar
products
Presented by: Anna Riana Putriya
10. c. International competition matches domestic
products against foreign products
Presented by: Anna Riana Putriya
11. The Four Ps and The Four Cs
Marketing
Mix
Place
Product
Convenience
Customer
Solution Price Promotion
Customer
Communication
Cost
Presented by: Anna Riana Putriya
12. What is a Product ?
A product is a good, service or idea designed
to fill a consumer need or want.
Presented by: Anna Riana Putriya
13. PENDUKUNG
Barang Jasa
Meja Mobil
Sepatu Arloji mahal
Barang Gula Mainframe Computer
Minyak tanah
UTAMA
Airline Konsultasi
Jasa Software Edukasi
Telepon Baby-
Baby-sitting
Hotel
Presented by: Anna Riana Putriya
14. Product differentiation is the creation of a product
feature or product image that differs enough from
competing products to attract consumers
How do they differentiate themselves ?
Presented by: Anna Riana Putriya
15. What is Pricing ?
Pricing is selecting the best price at which to sell a
product.
Prices must support a variety of costs
Prices must be competitive
- Low- and high-price strategies can be effective in different
situations
Presented by: Anna Riana Putriya
16. What is Promotion ?
Promotion is the techniques for communicating
information about products. Four promotional tools:
a. Advertising
b. Personal Selling
c. Sales Promotions
d. Public Relations
Presented by: Anna Riana Putriya
17. What is Distribution or Place ?
Distribution is part of the marketing mix concerned
with getting products from producers to consumers.
Decisions about warehousing, inventory control and
transportation options
Decisions about channels
Presented by: Anna Riana Putriya
18. What is Market Segmentation ?
Market segmentation is the process of dividing a
market into categories of customer types
Presented by: Anna Riana Putriya
19. Identifying Market Segments
1. Geographic variables are geographical units
2. Demographic variables are characteristics of
populations
Presented by: Anna Riana Putriya
21. 3. Psychographic variables are consumer
characteristics such as lifestyles, opinions,
interests and attitudes
4. Behavioral variables are consumer
characteristics based on the use of a
product, benefits sought from it, reasons
for its purchase and brand loyalty
Toothpaste w/
-Whiteners
-Fluoride
-etc.
Presented by: Anna Riana Putriya
22. What is Target Market ?
Target markets are groups of people with similar
wants and needs
Presented by: Anna Riana Putriya
23. Market Research & the Marketing Process
Study of consumer needs
and wants and the ways
in which sellers can best
meet them
Presented by: Anna Riana Putriya
24. What is Consumer Behavior ?
Study of the decision process by which people
buy and consumer products
Presented by: Anna Riana Putriya
25. Brand Loyalty
Pattern of regular consumer
purchasing based on
satisfaction with a product
Presented by: Anna Riana Putriya
27. Organizational Markets
a. Industrial market includes businesses that buy
goods to be converted into other products or used
during production
b. Reseller market consists of intermediaries that buy
and resell finished goods
c. Government and institutional market consists of
nongovernmental buyers of goods and services
Presented by: Anna Riana Putriya
28. The International Marketing Mix
International Products
Some products can be sold
abroad with few changes
International Pricing
Marketers must consider the higher costs of
transporting and selling products abroad
International Distribution
Delays in starting new distribution networks can be
costly
International Promotion
A good ad campaign is a good campaign just
about everywhere
Presented by: Anna Riana Putriya
29. Small Business and the Marketing Mix
Small-Business Products --> Small firms should
understand consumer wants before creating new
products or services
Small-Business Pricing -- > Small firms should set prices
by assessing costs
Small-Business Distribution -- > Small firms should
select a facility location aimed at attracting and
retaining customers
Small-Business Promotion -- > Small firms should plan
promotional expenses as part of start-up costs
Presented by: Anna Riana Putriya
