CUSTOMER-DRIVEN MARKETING

FHF CHAPTER 11
KENAPA KITA MEMBELI SHAMPOO?
 The idea that an organization
should try to satisfy customers’
needs through coordinated
activities that also allow it to
achieve its own goals
 Business must find out what consumers
THE MARKETING desire and then develop the good,
service, or idea that fulfills their needs
CONCEPT or wants
 Business must then create value by
allowing individuals and organizations
to obtain what they need and want
 Business must continually alter, adapt,
and develop products to keep pace
with changing consumer needs and
wants
 EVOLUTION OF
THE MARKETING
CONCEPT
 Value is a customer’s subjective
assessment of benefits relative to costs
in determining the worth of a product

CREATING VALUE ✓ Customer Value = Customer Benefits -

Customer Costs
WITH • Benefits – Anything a buyer receives in an
MARKETING exchange
• Costs – Anything a buyer gives up to
obtain product’s benefits
• Monetary costs, and time and effort expended to
procure the product, risk
DEVELOPING A MARKETING STRATEGY

A plan of action for developing, pricing distributing, and promoting

products that meet the needs of specific customers
✓ Has two major components:
• Selecting a target market
• Developing an appropriate marketing mix
 TARGET MARKET STRATEGIES

https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-
positioning/
 4 TYPES OF
MARKET
SEGMENTATION
GEOGRAPHIC
SEGMENTATION
Geographic segmentation divides
the market into different
geographical units such as nations,
regions, states, counties, cities, or
even neighborhoods.
DEMOGRAPHIC
SEGMENTATION
Demographic segmentation
divides the market into segments
based on variables such as age,
life-cycle stage, gender, income,
occupation, education, religion,
ethnicity, and generation.
PSYCHOGRAPHIC
SEGMENTATION
Psychographic segmentation
divides a market into different
segments based on social class,
lifestyle, or personality
characteristics.
BEHAVIORAL
SEGMENTATION
Behavioral segmentation
divides a market into segments
based on consumer knowledge,
attitudes, uses of a product, or
responses to a product.
Behavioral Segmentation
• Occasions
• Usage rate
• Loyalty status
MULTIPLE SEGMENTATION
MARKET SEGMENTATION APPROACHES
Concentration Approach
A market segmentation approach whereby a
company develops one marketing strategy for a
single market segment
Porsche directs all its marketing efforts toward
high-income individuals who want to own high-
performance vehicles
Multisegment Approach
A market segmentation approach whereby the
marketer aims its efforts at two or more segments,
developing a marketing strategy for each
Raleigh bicycles has designed separate marketing
strategies for racers, tourers, commuters, and
children
CONCENTRATION
APPROACH
MULTISEGMENT: INCOME, LIFE STAGE

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 NICHE
MARKETING
THE FOUR PS OF THE
MARKETING MIX

Marketing mix is the

set of controllable,
tactical marketing
tools—product, price,
place, and
promotion—that the
firm blends to produce
the response it wants in
the target market.

Sumber: Kotler and Armstrong (2018)

THE MARKETING MIX
The marketing mix is the part of the marketing
strategy that involves decisions regarding
controllable variables
✓ After selecting a target market, marketers develop and
manage the dimensions of the marketing mix to give
their firm an advantage over competitors
✓ Successful companies offer at least one dimension of the
marketing mix that surpasses all competitors
✓ These companies must also maintain acceptable, and if
possible distinguishable, differences in the other
dimensions as well
 ✓ Good – A physical entity you can touch (a
car, computer, or adopted kitten)
✓ Service – The application of human and
mechanical efforts to people or objects to
provide intangible benefits to customers (air
travel, dry cleaning, or haircuts)
PRODUCT ✓ Idea – Can be a concept, philosophy, image,
or issue (attorney advice or political parties)
A complex mix of tangible and
intangible attributes that provide
satisfaction and benefits
 Price
• A key element in the marketing mix as it
related directly to revenue and profits
• Probably the most flexible variable; can
be set or changed in a few minutes
PRICING Pricing Objectives
• Specify the role of price in an
organization’s marketing mix and strategy
• Four common pricing objectives:
maximizing profits, boosting market share,
maintaining the status quo, and survival
 Price Skimming
 Charging the highest possible
price buyers who want the
PRICING product will pay
NEW Penetration Price
PRODUCTS  A low price designed to help a
product enter the market and
gain market share rapidly
 Psychological pricing encourages
purchasing based on emotional
rather than rational responses to
price
▪ Even/Odd Pricing assumes people
will buy more of a product for $9.99
PSYCHOLOGICAL than $10 because it seems to be a
PRICING bargain at the odd price
▪ Symbolic/Prestige Pricing assumes
that high prices connote high quality
▪ Perfume and cosmetics prices are set artificially
high to give the impression of superior quality
 Reference pricing
✓ A type of psychological pricing in
which a lower-priced item is
compared to a more expensive
REFERENCE brand in hopes that the consumer will
use the higher price as a comparison
PRICING AND price
PRICE Discounts
DISCOUNTING
✓ Temporary price reductions often
employed to boost sales
• Quantity discounts
• Seasonal discounts
• Promotional discounts
 Making products available to customers
in the quantities desired
✓ Sometimes referred to as “place”
because it helps to remember the
marketing mix as the “4 Ps”
• Product, price, place, and promotion

DISTRIBUTION ✓ Intermediaries—usually wholesalers and

retailers—perform many of the activities
required to move products efficiently
from producers to consumers or industrial
buyers
• Transporting, warehousing, materials handling,
inventory control, packaging, and communication
 PROMOTION
A persuasive form of communication that
attempts to expedite a marketing exchange
by influencing individuals, groups, and
organizations to accept goods, services, and
ideas
✓ Includes advertising, personal selling,
publicity, and sales promotion, and
direct marketing
✓ Digital advertising on websites and
social media sites are growing
 Promotion encourages consumers to
accept products and influences opinions
and attitudes
✓ Advertising, personal selling, publicity
and sales promotion are collectively
known as the promotion mix
PROMOTION Integrated Marketing Communications
STRATEGY ✓ Coordinating the promotion mix
elements and synchronizing promotion as
a unified effort
✓ This approach results in delivery of the
desired message to consumers
 Advertising
 A paid form of non-personal communication
transmitted through a mass medium, such as
television commercials, magazine
advertisements, or online ads
Advertising Campaign
ADVERTISING  Designing a series of advertisements and
placing them in various media to reach a
particular target market
 Several factors affect the campaign,
including: product features, target audience,
marketing objectives and the choice of
media used
ADVERTISING
CAMPAIGN
▪Characteristics of the people in the
target audience influence both
content and form

▪A product’s features, uses, and

benefits affect content of campaign
message and individual ads

▪Advertisers use words, symbols,

and illustrations that are
meaningful, familiar and attractive
to people in the target audience
PERSONAL SELLING
Direct, two-way communication with
buyers and potential buyers
▪ Most flexible promotional method but
expensive
▪ Three categories of salesperson:
➢ Order takers – retail sales clerks
➢ Creative salespersons – automobiles
sales
➢ Support salespersons – customer
educators
 ➢ Non-personal communication
transmitted through mass media but
not paid for directly by the firm
➢ Message is presented as a news
story and the company is not seen
PUBLICITY as the originator of the message
➢ Most companies have a public
relations department trying to gain
favorable publicity and minimize
negative publicity
SALES PROMOTION
Direct inducements offering added
value or some other incentive for buyers
to enter into an exchange
✓ Easier to measure and less expensive than
advertising
✓ Includes: store displays, premiums, samples
and demonstrations, coupons, contests and
sweepstakes, refunds, and trade shows
✓ Used to enhance and supplement other forms
of promotion
DIRECT MARKETING
AND DIRECT SELLING
Direct Marketing
 The use of nonpersonal media to
communication products, information, and
the opportunity to purchase via media
such as mail, telephone, or the Internet
Direct Selling
 The marketing of products to ultimate
consumers through face-to-face sales
presentations at home or in the workplace
 The top three global direct selling companies are
Amway, Avon, and Herbalife
OBJECTIVES OF
PROMOTION
Stimulate demand
▪ Often through ads and sales promotion,
particularly important when using a pull strategy
Stabilize sales
▪ Decreasing sales call for sales promotions and ads
Inform, remind, and reinforce
customers
Promotional positioning
▪ uses promotion to create and maintain an image
of a product in buyers’ minds
 A variation of traditional advertising
where marketers attempt to create a
trend
➢ Companies seek out trend setters in a
community and get them to “talk up” their
product
BUZZ ➢ The idea is that accepted members of a
MARKETING group have more credibility than any form
of paid communication
➢ Works best as part of an integrated
marketing plan
➢ A related concept is viral marketing, which
gets Internet users to pass on ads and
promotions to others
DIMENSIONS OF MARKETING
STRATEGY
FHF CHAPTER 12
PRODUCT
STRATEGY
➢ Thousands of new
products are
introduced annually,
few succeed
➢ It takes time to get a
new product to market
➢ Sometimes a product
or idea is shelved,
only to be returned to
later
CLASSIFYING PRODUCTS - CONSUMER PRODUCT
PRODUCT LINE AND PRODUCT MIX
Product Line
•A group of closely related
products that are treated as a
unit because of similar marketing
strategy, production or end-use
considerations
Product Mix
•All the products offered by an
organization
 PRODUCT LIFE CYCLE
Introductory Stage
❖Marketers focus on making consumers
aware of the product and its benefits
Growth Stage
❖The firm tries to strengthen its market
position by emphasizing benefits
Maturity Stage
❖Severe competition and heavy costs
Decline Stage
❖Firms may eliminate models, cut costs and
finally phase out products
PRODUCTS AT DIFFERENT STAGES
OF THE PRODUCT LIFE CYCLE
Stage Products
Ultra HD 4K television, smartwatch, hydrogen
Introduction
fuel automobiles
3D printers, Airbnb lodging sharing, gluten-free
Growth
products
Laptop computer, Disney theme parks, soft
Maturity
drinks
Desktop computer, landline phones, print
Decline
newspapers
 Branding is the process of naming and
identifying products
✓ A brand is a name, term, symbol, design or
combination that identifies a product
✓ A brand name is the part that can be spoken
PRODUCT and consists of letters, words and numbers
✓ A brand mark is the part of the brand that is
IDENTIFICATION a distinctive design, such as McDonald’s
arches
Trademark is a brand registered with the
U.S. Patent and Trademark Office and is thus
legally protected from use by any other firm
BRAND STRATEGY
 Generic Product
 Manufacturer’s brand
 Private brand
 Licensed brand
 Co-brand

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 Marketing Channel
A group of organizations that moves
products from their producer to customers;
also called a channel of distribution
Makes products available to customers
when and where they desire to purchase
them
DISTRIBUTION
STRATEGY Middlemen
Also called intermediaries, are
organizations that bridge the gap
between a product’s manufacturer and
the ultimate consumer
Create time, place and ownership utility
 MARKETING
CHANNELS FOR
CONSUMER PRODUCTS
 DISTRIBUTION DECISIONS
INTENSIVE EXCLUSIVE SELECTIVE