Matakuliah O 0362 Perilaku Konsumen Tahun

Matakuliah : O 0362 – Perilaku Konsumen Tahun : Genap 2009/2010 Perilaku Konsumen dan Strategi Pemasaran Pertemuan 08

MARKETING STRATEGY AND CONSUMER BEHAVIOR MARKET ANALYSIS MARKETING STRATEGY Bina Nusantara MARKET SEGMENTATION CONSUMER DECISION PROCESSES OUTCOMES

MARKET ANALYSIS COMPONENTS • • Bina Nusantara Consumers Firms Competitors Conditions (environment)

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 • Communicatio ns • 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 Bina Nusantara