PRILAKU

KONSUMEN
Dr. Erika Nurmartiani ., SPd ., MM.
Value and Satisfaction
 What is value?
 What are five things a marketer can do to increase
the value of the offering?
 Value is a ratio between what the customer gets and
what he gives.
 Raising benefits, reducing costs, raising benefits and
reducing costs, raising benefits by more than the
raise in costs, or lowering benefits by less than the
reduction in costs.
Theory Segue: Buyer Readiness Stages

Awareness
Awareness
Knowledge
Liking
Preference
Attitude
Conviction

Behavior Purchase
Purchase

High versus low involvement?

Customer Delivered Value
Starting
point Focus Means Ends

Existing Selling and Profits through

Factory products promotion sales volume

(a) The selling concept

Customer Integrated Profits through

Market needs marketing customer
satisfaction

(b) The marketing concept

TYPICAL MARKETING EXCHANGE
PROCESS
Product Revenue

Consumer
Company
Exchange and Transactions
• Exchange involves obtaining a desired product
from someone by offering something in return.
• Transaction involves at least two things of value,
agreed-upon conditions, a time of agreement, and
a place of agreement.
 Customer Delivered Value

Total Customer Total Customer

Value Cost

Product Value Monetary cost

Service Value Time cost

Personnel Value Energy cost

Image value Psychic Cost

If we want to know what a business is, we have to start with its
purpose. And its purpose must lie outside the business itself. In
fact, it must lie in society since a business enterprise is an organ
of society. There is one valid definition of business
purpose:

to create a customer.*

* Peter F. Drucker, The Practice of Management (New York: Harper & Row,
12954), p. 37.
Customer Equity
• How Much Is A
Customer
Worth
 Customer Equity
Lifetime Value of a Loyal Customer.
• Revenue Stream.
Price/unit * Total expected lifetime purchases

• Income Stream.
Margins/unit * Total expected lifetime purchases
HOW CUSTOMERS FORM EXPECTATIONS
Personal Past
Needs Experience

Word of External
Mouth Communications

Customer
Expectations