w2 Understanding Customer and Their Buying Behavior Temp Change Re

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    Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | [email protected]

    UNDERSTANDINGCONSUMERANDTHEIRBUYINGBEHAVIOR

    Week 2

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    Quiz

    1. Tentukan needs, wants dari kasus tersebut

    2. Value apa yang terdapat pada produk Prada berdasarkan bacaan

    tersebut? Apakah value tersebut sama dengan kalian?

    3. Produk yang dikeluarkan oleh Prada berorientasi pada marketing

    concept (production, product, selling, marketing, atau societal) yang

    mana?

    4. Menurut kalian apakah Prada menjalin relationship dengancustomernya?

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    Learning Objectives

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    1. Describe how economic needs influence the buyerdecision process.

    2. Understand how psychological variables affect an

    individuals buying behavior.

    3. Understand how social influences affect an

    individuals buying behavior4. Explain how characteristics of the purchase situation

    influence consumer behavior

    5. Explain the process by which consumers make

    buying decisions

    6. Describe who the business and organization buyersare

    7. See why business and organizational purchase

    decisions often involve multiple influences

    8. Understand important new terms.

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    THEVALUEPROPOSITION

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    The whole cluster of

    benefits the company

    promises to deliver

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    They call it a crash test.We call it a product

    demonstration.

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    Factors Influencing Marketing Strategy

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    Organizational Chart

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    Consumer market and buyer behavior

    Consumer market

    All individuals and households who buy or acquire goods and services for personal

    consumption

    Consumer buyer behavior

    The buying behavior of final consumers

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    Consumer Behavior for Marketing Strategy

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    Model of consumer behavior

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    2. Psychological Influences

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    POSSIBLENEEDSMOTIVATINGAPERSONTOSOMEACTION

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    Maslows Hierarchy of Needs

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    PSSP hierarchy of needs or four-level hierarchy

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    Most product must fill more than one need at the same time

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    Perception: what consumers see and feel...

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    Learning Process

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    An attitude based on name...

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    Consumer Belief

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    Lif l Di i

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    Lifestyle Dimensions

    (and some related demographic dimensions)

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    VALS CLASSIFICATIONS

    VALS: Values, Attitudes, Lifestyles

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    Gives consumers a way to learn what its available...

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    3. Social Influences

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    Decision makerin family purchased...

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    FAMILYLIFECYCLE

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    THEMAJORAMERICAN

    SOCIALCLASSES

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    Reference Group

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    4. Purchase Situation

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    An expanded model of consumer behavior

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    4 types of buying behavior

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    Relation of Decision

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    Relation of Decision

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    Adopter categorization on the basis of

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    p g

    adoption of innovations

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    h

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    Movie: What Woman Wants

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    D !

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    Discuss !

    1. Harley Davidson is a trulyAmerican icon, manufacturedin the United States withinternational brandrecognition.

    2. Who are Harley customers andwhat is their buyingbehaviorwhat is youropinion?

    3. Do some research and find outwhat the company thinks

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    B i k d b i b b h i

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    Business market and business buyer behavior

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    Business market Structure and demand

    Nature of the buying unit

    Types of decisions and the decision-making process

    Business buyer behavior

    Buying behavior of the organizations that buy goods and services for use in

    production of other products and services that are sold, rented, or supplied to

    others. Also included are retailing and wholesaling firms that acquire goodsto resell or rent to others for profit.

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    EXAMPLESOF

    DIFFERENTTYPESOFBUSINESS

    ANDORGANIZATIONAL

    CUSTOMERS

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    Organizational Buying Processes

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    Organizational Buying Processes

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    Major Sources of Information

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    used by organizational buyers

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    Kodak offers servicesthat streamlineprocesses for hospitaladministrators

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    Discuss !

    1. Visit the UPS Web site athttp://www.ups.comanddiscuss UPSs consumer andbusiness markets.

    2. What are the similarities anddifferences?

    3. In terms of a globalmarketplace, which marketprovides the most opportunityand which presents thegreatest threats?

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    http://www.ups.com/http://www.ups.com/http://www.ups.com/
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    thank you