w2 understanding customer and their buying behavior temp change re
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Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com
UNDERSTANDINGCONSUMERANDTHEIRBUYINGBEHAVIOR
Week 2
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Quiz
1. Tentukan needs, wants dari kasus tersebut
2. Value apa yang terdapat pada produk Prada berdasarkan bacaan
tersebut? Apakah value tersebut sama dengan kalian?
3. Produk yang dikeluarkan oleh Prada berorientasi pada marketing
concept (production, product, selling, marketing, atau societal) yang
mana?
4. Menurut kalian apakah Prada menjalin relationship dengancustomernya?
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Learning Objectives
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1. Describe how economic needs influence the buyerdecision process.
2. Understand how psychological variables affect an
individuals buying behavior.
3. Understand how social influences affect an
individuals buying behavior4. Explain how characteristics of the purchase situation
influence consumer behavior
5. Explain the process by which consumers make
buying decisions
6. Describe who the business and organization buyersare
7. See why business and organizational purchase
decisions often involve multiple influences
8. Understand important new terms.
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THEVALUEPROPOSITION
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The whole cluster of
benefits the company
promises to deliver
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They call it a crash test.We call it a product
demonstration.
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Factors Influencing Marketing Strategy
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Organizational Chart
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Consumer market and buyer behavior
Consumer market
All individuals and households who buy or acquire goods and services for personal
consumption
Consumer buyer behavior
The buying behavior of final consumers
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Consumer Behavior for Marketing Strategy
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Model of consumer behavior
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2. Psychological Influences
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POSSIBLENEEDSMOTIVATINGAPERSONTOSOMEACTION
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Maslows Hierarchy of Needs
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PSSP hierarchy of needs or four-level hierarchy
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Most product must fill more than one need at the same time
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Perception: what consumers see and feel...
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Learning Process
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An attitude based on name...
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Consumer Belief
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Lif l Di i
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Lifestyle Dimensions
(and some related demographic dimensions)
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VALS CLASSIFICATIONS
VALS: Values, Attitudes, Lifestyles
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Gives consumers a way to learn what its available...
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3. Social Influences
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Decision makerin family purchased...
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FAMILYLIFECYCLE
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THEMAJORAMERICAN
SOCIALCLASSES
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Reference Group
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4. Purchase Situation
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An expanded model of consumer behavior
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4 types of buying behavior
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Relation of Decision
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Relation of Decision
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Adopter categorization on the basis of
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p g
adoption of innovations
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h
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Movie: What Woman Wants
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D !
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Discuss !
1. Harley Davidson is a trulyAmerican icon, manufacturedin the United States withinternational brandrecognition.
2. Who are Harley customers andwhat is their buyingbehaviorwhat is youropinion?
3. Do some research and find outwhat the company thinks
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B i k d b i b b h i
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Business market and business buyer behavior
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Business market Structure and demand
Nature of the buying unit
Types of decisions and the decision-making process
Business buyer behavior
Buying behavior of the organizations that buy goods and services for use in
production of other products and services that are sold, rented, or supplied to
others. Also included are retailing and wholesaling firms that acquire goodsto resell or rent to others for profit.
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EXAMPLESOF
DIFFERENTTYPESOFBUSINESS
ANDORGANIZATIONAL
CUSTOMERS
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Organizational Buying Processes
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Organizational Buying Processes
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Major Sources of Information
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used by organizational buyers
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Kodak offers servicesthat streamlineprocesses for hospitaladministrators
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Discuss !
1. Visit the UPS Web site athttp://www.ups.comanddiscuss UPSs consumer andbusiness markets.
2. What are the similarities anddifferences?
3. In terms of a globalmarketplace, which marketprovides the most opportunityand which presents thegreatest threats?
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http://www.ups.com/http://www.ups.com/http://www.ups.com/ -
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thank you
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