Presentation Example Week5 Final

8/3/2019 Presentation Example Week5 Final

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Pasca Rositasari S, S.IP, MMTeaching Portfolio week 5


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Marketing

Stimuli:

Product Price

Place

Promotion

Other Stimuli:

Economic

Technological Political

Cultural

Buyers

Influencing

Factors:

Cultural

Social

Personal

Psychologi

cal

Buyers Decision

Process:

Problem

recognition Information

Search

Evaluation of

alternatives

Purchase decision

Postpurchase

behavior

Buyers Decision:

Product choice

Brand choice Dealer choice

Purchase

timing

Purchase

amount

Pasca Rositasari S, S.IP, MM - Teaching Portfolio week 5


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Culture-subculture: nationalities, religions,racial groups, geographic regions set of value

Social factors include: reference groups, family,social roles & status

To discuss:1. Asian set of value vs Americans2. Product McDonald, who plays

the bigger role in buying decision?



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Personal factors include:age & stage in life cycle,

occupation, economiccircumstances, lifestyle,personality, self-concept.Psychographics:

psychology + demographics

To discuss:1. Brands have personality. Example?



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Psychological factors include: motivation,perception, learning, beliefs, attitudes.

Motives behind a buying process are complex.Example: why choose Omega? Status or timeaccuracy?



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Motivation using Freuds theory, Maslowstheory, Herzberg theory.



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Perception in process: same stimuli can result adifferent action, due to:

Selective attention: stimuli screen out Selective distortion: self interpretation of

information Selective retention: information which

suppport ones beliefs & attitudes retains



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Learning involves changes in an individualsbehavior caused by experience. Marketer can

build demand due to this learning process Attitudes & beliefs are formed through doing

and learning. Marketer can identify brandbeliefs in concumers mind. The association ofbrand can go all the way through the countryof origin.



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Theres a shifting roles between men andwomen in buying decision.5 roles contribute to purchase decision: Initiator: suggest the buying Influencer: using knowledge to advice the

buying Decider: the decision maker Buyer: the goal maker User: the end user



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High Involvement Low involvement

Significant

differences betweenbrands

Complex buying

behavior

Variety-seeking

buying behavior

Few differencesbetween brands

Dissonance-reducing buying

behavior

Habitual buyingbehavior



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Marketing

Stimuli:

Product

Price

Place

Promotion

Other Stimuli:

Economic

Technological Political

Cultural

Buyers

Influencing

Factors:

Cultural Social

Personal

Psychologi

cal

Buyers Decision

Process:

Problem

recognition Information

Search

Evaluation of

alternatives

Purchase decision

Postpurchase

behavior

Buyers Decision:

Product choice

Brand choice

Dealer choice

Purchase

timing

Purchase

amount



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Problem recognition needs (triggered byinternal or external stimuli)

Information search, sources are: personal,commercial, public, experimental

Evaluation know the needs, benefit &attribute of the product

To discuss:1. Which source is the best & why?2. Product: university program. Identify the best source.3. In the complex buying behavior, what marketer must do to help the

evaluation process?



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Evaluation ofalternatives

Purchaseintention

Attitudes ofothers

Unanticipatedsituational

factors

Purchasedecision

Purchase decision is influenced by attitudes of

others & unanticipated situational factors Postpurchase behavior relates to level of

satisfaction or disatisfaction. Postpurchasecommunication is important



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1. Who is the target ofthis ad?

2. What personal &psycological factors

in the buyingprocess have beenincorporated into it?

3. What role is beingaddressed?

4. Using the 5-stage ofbuying process,draw the mind-mapof the purchasingthis product



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Marketing: The story of a guy and a gal who met at a party...Suppose you see a gorgeous girl at a party, you go up to her & say

1. "I am very rich. "Marry me!" - That's Direct Marketing"2. 1 of your friends goes up to her & pointing @ you says: "He's very rich. "Marry him." -That's Advertising."

3. Get her telephone number. The next day, you call and say: "Hi, I'm very rich. "Marry me- Telemarketing"4. She walks up to U & says:"You are very rich! "Can you marry ! me?" - BrandRecognition5. "I am very rich. Marry me!" She gives U a hard slap - Customer Feedback6 "I'm rich, Marry me!" ur wife arrives. - Restriction for entering new markets

Source: http://techmodish.blogspot.com/2011/04/marketing-story-of-couple-who-met-at.html

Presentation Example Week5 Final

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