marketing concept consumer driven behavior.pdf

marketing business

1. 1
BUSINESS AND MANAGEMENT
Marketing
RokhimaRostiani, M.Mgt.

2. 2
The branch
Marketing
Consumers
SegmentingTargetingPositioning
Companies
ProductPricePlacePromotion
People, Process, Physical Evidence

3. 3
Marketing concept

4. 4
Evolution of the marketing concept
Product Orientation
Sales orientation
Market orientation
Advancement of technology,
efficiency
Supplycaughtupwithdemand,
Personal sellingandadvertising
Understanding the market

5. 5
The marketing concept: consumer-driven
Needs, wants
Values, belief,
Personality,
Demography,
Psychography,
etc.
Offer
(product, ideas, value)
Exchange
Exchange
“A group of activities designed to expedite transactions by
creating, distributing, pricing, and promoting goods, services,
and ideas.”
Marketing research –systematic efforts to understand customers

6. 6
The buyingbehavior
Psychological variables
Perception
Motivation
Learning
Attitude
Personality
Social variables
Social roles
Reference groups
Social class
Culture

7. 7
Doing something about the customers: STP
Categorizing with certain basis
Demographic, psychographic, geographic, value, etc.
Segmenting
Aiming to reach segment(s)
Total, concentration, multi-segment
Targeting
Creating image
Promise, proposition, feature
Positioning

8. 8
Stimulating customers: The marketing mix
Activities that the marketer can control to achieve specific goals within a dynamic marketing environment.
ProductPricePlacePromotion
PeopleProcessPhysical evidence

9. 9
1. Product
A complex mix of tangible and intangible attributes that provide satisfaction and benefits.

10. 10
1. Product
A complex mix of tangible and intangible attributes that provide satisfaction and benefits.

11. 11
2. Price
Avalue placed on an object exchanged between a buyer and a seller
CostRevenuePrice
Four common strategies: maximizing profits, boosting market share, maintaining the status quo, and survival.

12. 12
2. Price
Price skimming, penetration pricing, psychological pricing, discount

13. 13
3. Place
Making products available to customers in the quantities desired

14. 14
3. Place
Omni-channel retailing?
Intensive distribution
Selective distribution
Exclusive distribution
Transportation
Warehousing
Material handling
Logistic management

15. 15
4. Promotion
Persuasive form of communication that attempts to expedite a marketing exchange by influencing
individuals, groups, and organizations to accept goods, services, and ideas
Advertising
A paid form of nonpersonal communication transmitted through a mass medium
Personal selling
Direct, two-way communication with buyers and potential buyers
Publicity
Nonpersonal communication transmitted through the mass media but not paid for directly by the firm
Sales promotion
Direct inducements offering added value or some other incentive for buyers to enter intoan exchange
Objectivesof promotions:
1.Stimulate demand.
2.Stabilize sales.
3.Inform, remind, and
reinforce customers
The help of digital:
Increase awareness,
Connecting withconsumers,
Generate positive publicity,
Informedpurchasedecision,
Influencer marketing

16. 16
4. Promotion
Push vs Pull Strategy
Push:
Company
attempts to
motivate
wholesalers
and retailers
to make
product
available to
their
customers.
Pull:
Uses
promotion to
create
consumer
demand for a
product;
consumers
then exert
pressure on
marketing
channel
members to
make it
available.

17. 17
Marketing environment

18. 18
+3p: people, process, physical evidence

19. 19
Social media marketing
East Biggins Crofthouse, Papa Stour

20. 20
Any issue?

21. 21
RokhimaRostiani
[email protected]
[phone]
Thank you.