Ref Perilaku Konsumen

8/9/2019 Ref Perilaku Konsumen

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ConsumerBehavior:

MeetingChanges and

Challenges

CHAPTER

ONE


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Learning Obje tives

1. To Understand What Consumer Behavior Is andthe Diferent Types o Consumers.

2. To Understand the Relationship Between

Consumer Behavior and the ar!etin" Con#ept$the %o#ietal ar!etin" Con#ept$ as Well as%e"mentation$ Tar"etin"$ and &ositionin".

'. To Understand the Relationship BetweenConsumer Behavior and Customer (alue$

%atis a#tion$ Trust$ and Retention.). To Understand *ow +ew Te#hnolo"ies ,re

-na lin" ar!eters to Better %atis y the +eedsand Wants o Consumers.

Copyri"ht 2/1/ &earson -du#ation$ In#. pu lishin" as &renti#e *all 2Chapter 0ne %lide


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Learning Obje tives! ontinued"

. To Understand *ow ar!eters ,reIn#reasin"ly , le to Rea#h ConsumersWherever Consumers Wish to Be Rea#hed.

. To Understand *ow the World3s -#onomi#Condition Is 4eadin" to ConsumptionInsta ility and Chan"e.

5. To Understand the a!eup and Compositiono a odel o Consumer Behavior.

6. To Understand the %tru#ture o This Boo!

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To #hi h $egment o% Consumers #ill This Ad

A&&eal'

Chapter 0ne %lideCopyri"ht 2/1/ &earson -du#ation$ In#. pu lishin" as &renti#e *all


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A $egment o% Consumers#ho are Environmentall(

Con erned

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Consumer Behavior

The ehavior that #onsumers displayin sear#hin" or$ pur#hasin"$ usin"$

evaluatin"$ and disposin" o produ#tsand servi#es that they e7pe#t willsatis y their needs.

Copyri"ht 2/1/ &earson -du#ation$ In#. pu lishin" as &renti#e *all Chapter 0ne %lide
http://www.google.com/prdhp?hl=en&tab=wf


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T)o Consumer Entities



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*evelo&ment o% theMar+eting Con e&t



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Produ tion Orientation

8rom the 16 /s to the late 192/s Companies o#us on produ#tion

#apa ilities Consumer demand e7#eeded supply



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$ales Orientation

8rom the 19'/s to the mid 19 /s 8o#us on sellin" %upply e7#eeded #ustomer demand

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Mar+eting Con e&t

19 /s to #urrent : 8o#us on the#ustomer;

Determine the needs and wants ospe#i


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*is ussion ,uestions

1. What two #ompaniesdo you elieve "rasp

and use the mar!etin"#on#ept=2. Why do you elieve

this=

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$o ietal Mar+eting Con e&t

Considers#onsumers3 lon":

run est interest >ood #orporate

#iti?enship

Copyri"ht 2/1/ &earson -du#ation$ In#. pu lishin" as &renti#e *all Chapter 0ne %lide1'
http://promomagazine.com/othertactics/causecht08.3.pdf


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The Mar+eting Con e&t

ConsumerResear#h

%e"mentation ar!et

Tar"etin" &ositionin"

The pro#ess andtools used to study#onsumer ehavior

Copyri"ht 2/1/ &earson -du#ation$ In#. pu lishin" as &renti#e *all

Embracing theMarketingConcept

Chapter 0ne %lide 1)
http://www.acrwebsite.org/index.asp


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ConsumerResear#h

%e"mentation ar!et


&ro#ess o dividin"the mar!et intosu sets o#onsumers with

#ommon needs or#hara#teristi#s


Implementing theMarketingConcept

Chapter 0ne %lide 1


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1. What produ#ts that you re"ularlypur#hase are hi"hly se"mented=

2. What are the diferent se"ments='. Why is se"mentation use ul to the

mar!eter or these produ#ts=



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ConsumerResear#h

%e"mentation ar!et


The sele#tion o oneor more o these"ments identi


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ConsumerResear#h

%e"mentation ar!et


Developin" a distin#tima"e or the produ#t inthe mind o the #onsumer

%u##ess ul positionin"in#ludes@

Communi#atin" theene


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The Mar+eting Mi-


C l /


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Customer .alue/$atis%a tion/ Trust/ and

Retention

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$u ess%ul Relationshi&s

Customer(alue

Customer%atis a#tion

Customer Trust

Customer

Retention

De


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*ow does#Donald3s

#reate value orthe #onsumer= *ow do they

#ommuni#ate thisvalue=



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Customer(alue


Customer Trust

Customer

Retention

The individual s per#eptiono the per orman#e o theprodu#t or servi#e inrelation to his or here7pe#tations.

Customer "roups ased on

loyalty in#lude loyalists$apostles$ de e#tors$terrorists$ hosta"es$ andmer#enaries


Value,Satisfaction,Trust, andRetention

Chapter 0ne %lide 2'


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Customer(alue


Customer Trust Customer

RetentionCopyri"ht 2/1/ &earson -du#ation$ In#. pu lishin" as &renti#e *all

-sta lishin" andmaintainin" trustis essential.

Trust is theoundation or

maintainin" alon":standin"relationship with

#ustomers.

Value,Satisfaction,Trust, andRetention

Chapter 0ne %lide 2)


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Customer(alue


Customer Trust Customer

Retention

The o e#tive o providin"value is to retain hi"hlysatis


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To& 01 Ran+ed 23$3 Com&anies in Termso% Consumers4 Trust and Res&e t o%

Priva (

Table 035To& 01Com&anies

,meri#an-7press

eBay IB ,ma?on

ohnson E ohnson *ewlett:&a#!ard U.%. &ostal

%ervi#eCopyri"ht 2/1/ &earson -du#ation$ In#. pu lishin" as &renti#e *all Chapter 0ne %lide 2


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Customer Pro6tabilit(78o used Mar+eting

Tra#!s #osts andrevenues oindividual#onsumers

Cate"ori?es theminto tiers ased on#onsumption

ehavior , #ustomerpyramid "roups

#ustomers intoour tiers


THE TRA*9T9ONAL MAR ET9N; AL2E7 AN* RETENT9ON7


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THE TRA*9T9ONAL MAR ET9N;CONCEPT

.AL2E7 AN* RETENT9ON78OC2$E* MAR ET9N;

a!e only what you #an sell insteado tryin" to sell what you ma!e.

Use te#hnolo"y that ena les#ustomers to #ustomi?e what youma!e.

Do not o#us on the produ#tF o#us onthe need that it satis


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9m&a t o% *igitalTe hnologies



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The Mobile Consumer

Wireless ediaessa"es will

e7pand as@

8lat:rate datatraH# in#reases %#reen ima"e

Auality isenhan#ed

Consumer:usere7perien#es withwe appli#ationsimprove

Copyri"ht 2/1/ &earson -du#ation$ In#. pu lishin" as &renti#e *all '/Chapter 0ne %lide

&enetration o Internet Usa"e ,mon"o ile %u s#ri ers in 1 Countries :

8I>UR- 1.'
http://www.marketingcharts.com/


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A $im&le Model o% Consumer *e isionMa+ing 7 8igure 03

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