2 Ringkasan Perilaku Konsumen.pdf - Disusun oleh Muhammad Firman(Akuntansi FE UI 2012 PERILAKU KONSUMEN CHAPTER 1 INTRODUCTION TO CONSUMER BEHAVIOUR The

2 Ringkasan Perilaku Konsumen.pdf - Disusun oleh Muhammad...

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Disusun oleh : Muhammad Firman (Akuntansi FE UI 2012) Mata kuliah lain y ang b elum ada di PD F ini akan say a update di www. A kuntansidanb isniswordpress .com Contac t me : muhammad.f [email protected] /@f irmanmhmd (Line) 2373 Consumer Behaviour The behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Personal Consumer The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. Development of the Marketing Concept The Production Concept - Assumes that consumers are interested primarily in product availability at low prices Marketing objectives: Cheap, efficient production Intensive distribution Market expansion The Product Concept Assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features Marketing objectives: Quality improvement Addition of features - Tendency toward Marketing Myopia The Selling Concept Assumes that consumers are unlikely to buy a product unless they are aggressively persuaded to do so Marketing objectives: Sell, sell, sell Lack of concern for customer needs and satisfaction The Marketing Concept Assumes that to be successful, a company must determine the needs and wantsof specific target marketsand deliver the desired satisfactions better than the competition Marketing objectives: Profits through customer satisfaction Business Leaders Who Understood Consumer Behaviour - Alfred Sloan, General Motors - Colonel Sanders, KFC - Ray Kroc, McDonald‟s Implementing the Marketing Concept - Consumer Research - Segmentation - Targeting - Positioning Segmentation, Targeting, and Positioning Segmentation: process of dividing the market into subsets of consumers with common needs or characteristics Targeting: selecting one ore more of the segments to pursue Positioning: developing a distinct image for the product in the mind of the consumer Successful Positioning - Communicating the benefits of the product, rather than its features - Communicating a Unique Selling Proposition for the product The Marketing Mix - Product - Price - Place - Promotion The Societal Marketing Concept - All companies prosper when society prospers. - Companies, as well as individuals, would be better off if social responsibility was an integral component of every marketing decision. - Requires all marketers adhere to principles of social responsibility. Digital Revolution in the Marketplace - Allows customization of products, services, and promotional messages like never before - Enhances relationships with customers more effectively and efficiently - Has increased the power of customers and given them access to more information CHAPTER 1 INTRODUCTION TO CONSUMER BEHAVIOUR PERILAKU KONSUMEN
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Disusun oleh : Muhammad Firman (Akuntansi FE UI 2012) Mata kuliah lain y ang b elum ada di PD F ini akan say a update di www. A kuntansidanb isniswordpress .com Contac t me : muhammad.f [email protected] /@f irmanmhmd (Line)
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