Professional Documents
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1 Introduction Consumer Behavior
1 Introduction Consumer Behavior
STRATEGY
Minggu ke- Silabus
1 Memahami Perilaku Konsumen dan Strategi Pemasaran
2 Memahami variasi lintas budaya dalam perilaku konsumen
3 Memahami pengaruh kelompok pada perilaku konsumen
4 Memahami pengaruh internal: Persepsi.
5 Memahami pengaruh internal: Pembelajaran, memori, dan positioning produk (Learning, memory,
and positiioning)
6 Pengaruh internal: motivasi, kepribadian, dan emosi (Motivation, personality, and emotion)
7 Evaluasi dan presentasi
UTS
8 Pengaruh Internal: Sikap (Attitudes and Influencing Attitudes).
9 Pengaruh Internal: Konsep diri dan Gaya hidup.
10 Proses Keputusan Konsumen: Pengaruh Situasional dan Pengenalan Masalah
11 Proses keputusan konsumen: Pencarian informasi dan evaluasi serta pemilihan alternatif.
12 Proses keputusan konsumen: pemilihan outlet dan pembelian
13 Proses keputusan konsumen: proses pasca pembelian, kepuasan konsumen, dan komitmen
14 Evaluasi dan presentasi
UAS
Hawkins, Best and Coney – Customer
behavior 13th ed.
Regulatory
Applications of Policy
• To protect consumers
Consumer
Behavior Social
• To help consumers
Marketing
Personal Energy
benefit cost
Image Psychological
benefit cost
New capabilities (Kotler)
• Consumer • Company
1. Internet as powerful information 1. Internet as powerful information
and purchasing aid and sales channel
2. Can search, communicate 2. Reach customer quickly and
3. Tap into social media to share efficiently
4. Interact with companies 3. Improve communications
5. Reject marketing 4. Improve cost efficiency
Holistic Marketing Dimensions
Marketing
Strategy &
Consumer
Behavior
Identify product-related
need sets
Market Segment: a portion
of a larger market whose
needs differ somewhat
from the larger market.
Group customers with
similar need sets
Market Four steps to
segmentation:
Segmentation
Describe each group
Select an attractive
segment(s) to serve
Bases for Geographic
Psychographic
Lifestyle or
Personality
Behavioral
Occasions, Benefits,
Uses, or Attitudes
17
18
Marketing Mix 4P-9P
• Need Satisfaction
Outcomes Individual: • Injurious Consumption
• Economic
Society: • Physical Environment
• Social Welfare
Creating Satisfied Customers
Consumer Behavior is Product – Person – Situation Specific
Personal
Characteristics
Consumer Marketing
Product
Behavior Strategy
Characteristics
Consumption
Situation
Psychological Factors
Overall Model
Of Consumer
Behavior
• 1. Interview two student from two different
cultures. Determine the extent to which the
following are used in those cultures and the
variations in the values of those cultures
that relate to the use of these product:
a. Feast day
Essay b. Instant noodle
c. Birthday Celebration
d. Music
e. Restaurant
f. Internet
Essay
• 2. Imagine you are a consultant working with your state or province’s tourism
agency. You have been asked to advise the agency of the best promotional
themes to use to attract foreign tourists. What would you recommend if China
and Netherlands were two target markets?