3 Market Behavior

MARKETING
MANAGEMEN
T
Akreditasi Internasional
Akreditasi Nasional
International Accreditation
National Accreditation
‘A’
Fakultas Ekonomi dan Bisnis
School Economics and Business VISI, MISI Magister Manajemen
VISI
“Menjadi program studi Magister Manajemen berbasis teknologi informasi dan
komunikasi (TIK) yang unggul di Asia Tenggara pada tahun 2022”
MISI
Menumbuhkembangkan pemimpin, manajer dan peneliti yang unggul di Asia
Tenggara melalui pengajaran, penelitian dan pengabdian masyarakat dengan
memanfaatkan jejaring dan kapabilitas pemangku kepentingan yang kami
miliki di industri teknologi informasi dan komunikasi (TIK)
Creating the great business leaders 2

School Economics and Business
Chapter
Analyzing Consumer &
Business Markets
Akreditasi Internasional
Akreditasi Nasional
International Accreditation
National Accreditation
‘A’
Creating the great business leaders

Telkom University
Pokok Bahasan Capaian Bahasan
Video Animasi Kuis / Latihan Link
Kesimpulan Pustaka
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4 Creating the great business leaders
Learning outcome
1. Kejelasan Perilaku Konsumen di Pasar Konsumsi
2. Kejelasan Perilaku Konsumen di Pasar Bisnis
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

School Economics and Business Discussion Questions
1.How do consumer characteristics influence buying

behavior?
2.What major psychological processes influence consumer
responses to the marketing program?
3.How do consumers make purchasing decisions?
4.In what ways do consumers stray from a deliberative,
rational decision process?
Analyzing Consumer Market
7 Creating the great business leaders

School Economics and Business Consumer Behavior
The study of how

individuals, groups,
and organizations
select, buy, use, and
dispose of goods,
services, ideas, or
experiences to
satisfy their needs or
wants.
School Economics and Business Consumer Behavior
Personal Factors
Cultural Factors
Social Factors
School Economics and Business Cultural Factors
Social Class
Culture
Subculture
School Economics and Business Average U.S. Outlays IN 2007
38.5% 15.5% 11.4% 8.5% 6.1%
4.8% 4.2% 3.3% 2.1%
School Economics and Business Social Factors
Reference Groups
Family
Role and Status
School Economics and Business Personal Factors
Personality
Age
Life Cycle Stage
School Economics and Business Personal Factors
Occupation Values
Lifestyle
Economic situation
.1 Psychological Factors
e 6
ur
F ig
School Economics and Business Motivation
Freud
Maslow
Herzberg
School Economics and Business Maslow’s Hierarchy of Needs
.2
e 6
ur
F ig
School Economics and Business Perception
Selective Attention
Selective Retention
Subliminal Perception
Selective Distortion
School Economics and Business Learning
Driver
Cues
Discrimination
School Economics and Business Emotions
School Economics and Business Memory
Memory Processes
Mental Maps
Encoding Association Association

Retreival
Association
Association
Association
Brand Associations Brand

School Economics and Business Hypothetical State Farm Mental Map
.3
e 6
r
F igu
School Economics and Business The Buying Decision Process
.4
e 6
ur
F ig
School Economics and Business Buying Decision Process
School Economics and Business Problem Recognition
“I’m Hungry”
Stimulus
• Internal
• External
School Economics and Business Information Search
Commercial Public
Personal Experiential
School Economics and Business Successive Sets Involved in Consumer
.5 Decision Making
e 6
r
F igu
School Economics and Business Evaluation of Alternatives
Beliefs
Attitudes
Expectancy-Value Model
Telkom University
Attribute
Memory Graphics Size and Weight Price
Capacity Capacity
Model Weight: 40% Weight: 31% Weight: 20% Weight: 10%
A 8 9 6 9
B 7 7 7 7
C 10 4 3 2
D 5 3 8 5
Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0

Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) = 7.0
Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) = 6.0
Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5) = 8.0
School Economics and Business Steps between Evaluation of Alternatives and Purchase Decision
Telkom University
.6
e 6
ur
F ig
School Economics and Business Purchase Decision
Noncompensatory Models
Choice Heuristics:
A B • Conjective
• Lexicographic
• Elimination-by-aspect
Brand
Dealer
Purchase
subdecisions Quantity
Timing
Payment method
School Economics and Business Postpurchase Behavior
Postpurchase Satisfaction Delighted
Satisfied
Dissatisfied
Loyal
Stay or Go
Defect Postpurchase Actions

School Economics and Business How Customers
Telkom University
.7 Use or Dispose of Products

e 6
ur
F ig
School Economics and Business Moderating Effects
Low-involvement
Variety seeking
School Economics and Business Behavioral Decision Theory
Decision Framing
Decision Heuristics
Analyzing Business Market
36 Creating the great business leaders

Discussion Questions
Telkom University
1. What is the business market, and how does it differ

from the consumer market?
2. What buying situations do organizational buyers
face?
3. Who participates in the B2B buying process?
4. How do business buyers make their decisions?
5. How can companies build strong relationships with
business customers?
6. How do institutional buyers and government
agencies do their buying?
Organizational Buying
Telkom University
 The decision-making process by which formal organizations
establish the need for purchased products and services and identify,
evaluate, and choose among alternative brands and suppliers.
 -- F. Webster Jr and Y. Wind
School Economics and Business Business Markets
Transportation &
Distribution
Agriculture Construction
Forestry
Manufacturing
Communications
Banking & Finance Creating the great business leaders
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 39
Similarities Business market to the Consumer Market
Telkom University
• Understanding deep customer needs

• Identify areas for growth
• Improving value management techniques
• Calculating better marketing metrics
• Competing and growing in global markets
• Countering product commoditization
• Gain support for the marketing concept
School Economics and Business Differences to the Consumer Market
Telkom University
Geographically
Concentrated
Fewer, Larger
Buyers
Professional
Buyers
Multiple Personal
Sales Calls Relationships
Differences to the Consumer Market
Telkom University
Derived Demand
$$
Inelastic Demand
Fluctuating Demand
Buying Situations
Telkom University
Straight Rebuy New Task

Modified Rebuy
Systems Buying and Selling
Telkom University
u yer
B
racto r
Co nt
P r i m e
cto rs
nt ra
- tie r Co
o n d
S ec
Business Buying Participants
Telkom University
Initiator/ Influencer Decider

Users
Gatekeeper Approver
Buyers
Buying Center Influences
Telkom University
Participants differ by:

• Interest
• Authority
• Status
• Persuasiveness
• Decision criteria
Targeting Firms and Buying Centers
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Who to target?
Purchasing/Procurement Process
Telkom University
Diverse supplier base
Benefits vs. Costs

Stages in the Buying Process
Telkom University
Problem Description and

Recognition Characteristics Supplier
Search
Proposal
Solicitations
Performance Order Supplier

Review Specification Selection
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Problem
Internal stimuli
Recognition
• New product being developed
• Broken machine
• Low stock level
External stimuli
• Trade show visit
• Advertisement
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Description and
Technical specifications
Characteristics
• Reliability
• Durability
• Price
Product value analysis
Telkom University
Supplier
Search
Trade directories
Trade advertisements
Trade shows
E-Procurement
Lead generation
Telkom University
Proposal
Solicitations
Formal presentation
Written
Telkom University
Supplier
Selection
Supplier-evaluation model
Number of suppliers
Telkom University
Order
Specification
Stockless
Technical specifications purchase
Quantity plan
Delivery time
Return policy
Warranties
Telkom University
Performance
Review
End user evaluations

Weighted-score method
7 9 4
Buy grid Framework
Telkom University
Table 7.1
Buy classes
Modified
New Task Rebuy Straight Rebuy
1. Problem Recognition Yes Maybe No

2. General need description Yes Maybe No
Buy phases
3. Product specification Yes Yes Yes

4. Supplier search Yes Maybe No
5. Proposal solicitation Yes Maybe No
6. Supplier Selection Yes Maybe No
7. Order-routine specification Yes Maybe No
8. Performance review Yes Yes Yes
Managing B2B Relationships
Telkom University
Online social media
One-to-one Marketing
Managing B2B Relationships
Telkom University
Vertical Coordination
Relationship Factors
Availability of alternatives
Importance of supply
Complexity of supply
Supply market dynamism
Buyer-Seller Relationship Categories
Telkom University
Cooperative systems
Collaborative
Customer is king
Contractual transaction
Mutually adaptive
School Economics and Business Institutional and Governments Markets
Telkom University
Prisons
Government
agencies
Schools
Hospitals
Term to know

Reference
Buku Utama:
1. Solomon, Michael R, Greg W Marshal, and Elnora W Stuart, (2018), Marketing:
Real people, Real Choices, 9th Edition, Pearson Education; US
2. Kotler, Philip dan Kevin Lane Keller, (2016). Marketing Management. 15th
Global Edition. Pearson Education: Edinburgh Gate
Buku Tambahan:
1. Frost, Raymond, Alexa K Fox and Judy Strauss, (2019). e-Marketing, 8th Ed.,
Routledge, New York
2. Chaffey, Dave and Ellis-Chadwk, Flona (2015). Digital Marketing, Strategy
Implementation and Practice, 6th Edition. Pearson Educatio : Edinburgh Gate

THANK YOU
Pamm.tebs2@gmail.com @mm.telkomuniversity
We are like trees. We must create new leaves, new directions, in order to grow.

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MARKETING

Creating the great business leaders 2

Creating the great business leaders

Pokok Bahasan Capaian Bahasan

Video Animasi Kuis / Latihan Link

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

1.How do consumer characteristics influence buying

Analyzing Consumer Market

7 Creating the great business leaders

The study of how

38.5% 15.5% 11.4% 8.5% 6.1%

4.8% 4.2% 3.3% 2.1%

Role and Status

Life Cycle Stage

Encoding Association Association

Brand Associations Brand

Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0

Postpurchase Satisfaction Delighted

Defect Postpurchase Actions

.7 Use or Dispose of Products

Analyzing Business Market

36 Creating the great business leaders

1. What is the business market, and how does it differ

 -- F. Webster Jr and Y. Wind

• Understanding deep customer needs

Straight Rebuy New Task

Initiator/ Influencer Decider

Participants differ by:

Diverse supplier base

Benefits vs. Costs

Problem Description and

Performance Order Supplier

Product value analysis

End user evaluations

1. Problem Recognition Yes Maybe No

3. Product specification Yes Yes Yes

Online social media

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

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