Professional Documents
Culture Documents
Chapter 09
?
Marketing is a societal process by which individuals and
…
groups obtain what they need and want through creating,
Understanding
e s
offering, and freely exchanging products and services of
l
= sa
value with others.
Marketing Process – Philip Kotler (p. 7) –
a rke
pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individual and
M organizational objectives
– Griffin, 2002 –
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Company Orientations towards the Marketplace Marketing: Providing Value & Satisfaction
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Alternative 2
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1
Marketing: Goods, Services and Ideas The Marketing Environment
• Consumer goods are products
External environment is the outside factors that influence
purchased by consumers for personal marketing programs by posing opportunities and threats.
use
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Competitive Environment
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Place
Product
Convenience
Customer
Solution Price Promotion
Customer
Communication
Cost
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2
PENDUKUNG
Barang Jasa
Product differentiation is the creation of a product
Meja Mobil feature or product image that differs enough from
Sepatu Arloji mahal competing products to attract consumers
Barang Gula Mainframe Computer
Minyak tanah
UTAMA
Airline Konsultasi
Jasa Software Edukasi
Telepon Baby-
Baby-sitting
Hotel
How do they differentiate themselves ?
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3
Identifying Market Segments Demographic Variables
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3. Psychographic variables are consumer Target markets are groups of people with similar
characteristics such as lifestyles, opinions, wants and needs
interests and attitudes
Toothpaste w/
-Whiteners
-Fluoride
-etc.
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4
Brand Loyalty Consumer Buying Behavior
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