budaya beli konsumen
DESCRIPTION
Manajemen PemasaranTRANSCRIPT
Budaya Beli Konsumen
•Proses keputusan membeli•Faktor-faktor yang mempengaruhi keputusan membeli
Proses keputusan membeli• Proses keputusan membeli dipengaruhi oleh berbagai faktor,
diantaranya adalah :• Adanya kebutuhan• Seberapa besar usaha yg harus dikeluarkan• Mengidentifikasi alternatif-alternatif produk• Mengevaluasi untung rugi dari alternatif tsb• Keputusan membeli atau tidak
• Mencari kepastian bahwa pilihannya benar
Faktor-faktor yang mempengaruhi keputusan membeli
• Faktor yang mempengaruhi keputusan membeli• Pengaruh Informasi• Pengaruh Sosial dan Grup• Pengaruh Psikologis• Pengaruh Situasi
• Pengaruh Informasi• Informasi komersil• Informasi sosial
• Pengaruh Sosial & Grup• Pengaruh budaya• Pengaruh kelas sosial• Pengaruh referensi grup• Pengaruh keluarga
• Faktor Psikologis• Motivasi• Persepsi• Pembelajaran• Kepribadian & Sikap
• Pengaruh Situasi• Dimensi waktu• Dimensi tempat• Dimensi cara• Dimensi alasan
Marketing Communication
Definition
“It is paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience.”
"Advertising is legalised lying"- H G Wells
A definition of advertising then includes 6 elements
Types of Advertising
Brand AdvertisingRetail or Local AdvertisingPolitical AdvertisingDirectory AdvertisingDirect-Response Advertising Institutional AdvertisingPublic Service AdvertisingInteractive Advertising
Brand Advertising
Retail Advertising
Political Advertising
Institutional Advertising
The shot of a little girl in her study playing with crayons. Cut to a another part of the world...
...a man boards the waiting car. MVO: "No maps for the journeys you make."
The little girl sketches landscapes on her notepad as the focus shifts to beautiful outdoors. MVO: "No boundaries, no limits...
...for you are riding on wishes, you are building on hopes." The man gets on a flight and heads home. MVO: "There are bridges to cross...
...and many roads to travel. Every step you make, we are beside you to make a brand new day."
A car glides to a smooth halt and the man alights from within. Tiptoeing inside, he spots his daughter...
...in her study, and gives her a big hug from behind. The MVO adds, "From bridges to breakthroughs...
...roads to milestones, houses to homes." Super: 'Aditya Birla Group. The brighter side of life.'
Roles of AdvertisingAdvertising can also be explained interms of four roles it plays in businessand in society
Marketing RoleCommunication RoleEconomic RoleSocietal Role
Functions of AdvertisingProvides product and brand informationProvides incentives to take actionProvides reminders and reinforcement
A boy travels to his home town atop a bus and walks past a river... A boy travels to his home town atop a bus and walks past a river... world...
...to get to his grandfather’s home amid green fields.
Seeing him, his grandmother thinks he is her son...
...but he tells her, “Nahin dadi. Main Raj. Aapke Gajju ka beta!”
She tells her husband, “Dekho kaun aaya hai, tumhara pota.” But the grandfather says in anger...
...“Ab yeh kya lene aaya hai? 22 saal se iske baap ne baat tak nahin ki.” At this, the boy replies...
...“Wohi to karvaane aaya hun daadu.” He dials his father’s number and hands the phone to him.
His father apologises on the phone to which the grandfather replies, “Baap ko rulaega kya?”
Voiceover: “Kuch badhan atoot hote hain jaise...”
“...Airtel ka network. Desh ke har koney mein, aapke saath.”
The Five Players of Advertising
AdvertiserAdvertising AgencyMediaVendorAudience
Interactive Advertising
Interactive Advertising
