Perilaku Konsumen dan Strategi Pemasaran

Pertemuan 08

Matakuliah : O0362 – Perilaku KonsumenTahun : Genap 2009/2010

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MARKETING STRATEGY AND CONSUMER BEHAVIOR

MARKETANALYSIS

MARKETINGSTRATEGY

MARKETSEGMENTATION

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 strategy—i.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• Communicati

ons• 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