Matakuliah : J0384 Perilaku Konsumen Tahun : Ganjil 2007/2008

Perilaku Konsumen dan Strategi Pemasaran Pertemuan 03

MARKETING STRATEGY AND CONSUMER BEHAVIOR

MARKET ANALYSIS MARKET SEGMENTATION

MARKETING STRATEGY

CONSUMER DECISION PROCESSES

OUTCOMES

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MARKET ANALYSIS COMPONENTS

Consumers Firms Competitors Conditions (environment)

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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;
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HOW CB IMPROVE MARKETING STRATGY

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

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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.
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FOUR MAIN APPLICATIONS OF CB

The most obvious is for marketing strategyi.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.
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MARKET SEGMENTATION
(covered in more detail later)

Product-related need sets Segments: customers with similar needs and responses Segment description Segment selection
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ELEMENTS IN MARKETING STRATEGY Product Communications Price Distribution Service

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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?
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WHY WE BUY ISSUES

Conversion and interception rates The Transition Zone

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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.)

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 Class Discussion Q/A

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