Download - Pasar Konsumen Dan Pasar Bisnis
MARKETING MANAGEMENT12th edition
Pertemuan 6 Pasar Konsumen dan Pasar Bisnis
Kotler
Keller
Emerging Trends in Consumer Behavior
Metrosexual Straight urban man who enjoys shopping and using grooming products
6-2
Apa yang Mempengaruhi Perilaku Konsumen?Faktor Budaya
Fakor Sosial
Faktor Personal
6-3
Budaya
Determinan dasar dari keinginan dan perilaku seseorang yang diperoleh dari proses sosialisasi dengan keluarga dan institusi kunci lainnya
6-4
Sub budayaNasionalitas Agama Kelompok Rasial Wilayah Georgrafis Minat Khusus6-5
Kelas SosialUpper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers6-6
Karakteristik dari Kelas Sosial Memiliki perilaku yagn cenderung sama Menentukan posisi yagn superior atau inferior Bisa dikategorikan ke dalam suatu kelompok atau variabel (pekerjaan, penghasilan, kemakmuran) Berubah sepanjang waktu
6-7
Faktor Sosial
Kelompok Referensi
Keluarga
Peran Sosial
Status
6-8
Kelompok ReferensiMembership groups Primary groups Secondary groups Aspirational groups Dissociative groups6-9
Keluarga Orientasi Keluarga Agama Politik Ekonomi Kebiasaan Keluarga Perilaku Pembelian Harian
6-10
Peran dan Status
Sejauhmana status seseorang dikaitakan dengan berbagai pekerjaan yang berbeda?
6-11
Faktor PersonalUsia Konsep Gaya Hidup Nilai Tahapan Siklus Hidup Pekerjaan Kemakmuran Kepribadian
6-12
Model Perilaku Konsumen
6-13
Proses Kunci Psikologis
Motivasi
Percepsi
Pembelajaran
Memori
6-14
MotivasiMaslows Hierarchy of Needs
Freuds Theory
Herzbergs Two-Factor Theory Behavior is guided by satisfiers and dissatisfiers6-15
Perilaku dipacu Perilaku didorong oleh kebutuhan oleh motivasi yang terendah, dibawah alam dan tidak sadar terpenuhi
Maslows Hierarchy of Needs
6-16
Herzbergs Two-Factor Theory
6-17
PerceptionSelective Attention Selective Retention Selective Distortion Subliminal Perception6-18
Figure 6.3 Dole Mental Map
6-19
Encoding Brand Associations
6-20
Figure 6.4 Consumer Buying ProcessProblem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior6-21
Problem Recognition
6-22
Sources of Information
Personal
Commercial
Public
Experiential
6-23
Figure 6.5 Successive Sets
6-24
Evaluation of Attributes Table 6.3
6-25
Figure 6.6 Stages between Evaluation of Alternatives and Purchase
6-26
Non-compensatory Models of Choice Conjunctive Each brand must meet minimum cutoff standard on attribute A and attribute B and attribute C, etc. Lexicographic Chose brand that has the best performance on most important criterion. Elimination-by-aspects Eliminate brands that do not meet minimum standards of performance.6-27
Perceived RiskFunctional Physical Financial Social Psychological Time6-28
Figure 6.7 How Customers Use and Dispose of Products
6-29
Other Theories of Consumer Decision MakingInvolvement Elaboration Likelihood Model Low-involvement marketing strategies Variety-seeking buying behavior Decision Heuristics Availability Representativeness Anchoring and adjustment
6-30
Mental Accounting Consumers tend to Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses
6-31
Marketing Debate
Is Target Marketing Ever Bad?Take a position: 1. Targeting minorities is exploitative. 2. Targeting minorities is a sound business practice.
6-32
Marketing Discussion
What are your mental accounts?Do you have rules you employ in spending money? Do you follow Thalers four principles in reacting to gains and losses?
6-33