Marketing Management PDF

MARKETING MANAGEMENT Akreditasi Internasional Akreditasi Nasional International Accreditation National Accreditation ‘A’ Fakultas Ekonomi dan Bisnis School Economics and Business VISI, M...

MARKETING MANAGEMENT Akreditasi Internasional Akreditasi Nasional International Accreditation National Accreditation ‘A’ Fakultas Ekonomi dan Bisnis School Economics and Business VISI, MISI Magister Manajemen VISI “Menjadi program studi Magister Manajemen berbasis teknologi informasi dan komunikasi (TIK) yang unggul di Asia Tenggara pada tahun 2022” MISI Menumbuhkembangkan pemimpin, manajer dan peneliti yang unggul di Asia Tenggara melalui pengajaran, penelitian dan pengabdian masyarakat dengan memanfaatkan jejaring dan kapabilitas pemangku kepentingan yang kami miliki di industri teknologi informasi dan komunikasi (TIK) Creating the great business leaders 2 Fakultas Ekonomi dan Bisnis School Economics and Business Chapter Analyzing Consumer & Business Markets Akreditasi Internasional Akreditasi Nasional International Accreditation National Accreditation ‘A’ Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Telkom University Pokok Bahasan Capaian Bahasan Video Animasi Kuis / Latihan Link Kesimpulan Pustaka Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Learning outcome 1. Kejelasan Perilaku Konsumen di Pasar Konsumsi 2. Kejelasan Perilaku Konsumen di Pasar Bisnis Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Discussion Questions 1.How do consumer characteristics influence buying behavior? 2.What major psychological processes influence consumer responses to the marketing program? 3.How do consumers make purchasing decisions? 4.In what ways do consumers stray from a deliberative, rational decision process? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 6 Creating the great business leaders Fakultas Ekonomi dan Bisnis School Economics and Business Analyzing Consumer Market 7 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Consumer Behavior The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 8 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Consumer Behavior Personal Factors Cultural Factors Social Factors Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 9 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Cultural Factors Social Class Culture Subculture Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 10 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Average U.S. Outlays IN 2007 38.5% 15.5% 11.4% 8.5% 6.1% 4.8% 4.2% 3.3% 2.1% Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 11 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Social Factors Reference Groups Family Role and Status Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 12 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Personal Factors Personality Age Life Cycle Stage Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 13 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Personal Factors Occupation Values Lifestyle Economic situation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 14 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Psychological Factors Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 15 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Motivation Freud Maslow Herzberg Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 16 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Maslow’s Hierarchy of Needs Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 17 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Perception Selective Attention Selective Retention Subliminal Perception Selective Distortion Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 18 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Learning Driver Cues Discrimination Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 19 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Emotions Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 20 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Memory Memory Processes Mental Maps Encoding Association Association Retreival Association Association Association Brand Associations Brand Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 21 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Hypothetical State Farm Mental Map Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 22 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business The Buying Decision Process Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 23 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Buying Decision Process Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 24 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Problem Recognition “I’m Hungry” Stimulus Internal External Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 25 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Information Search Commercial Public Personal Experiential Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 26 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Successive Sets Involved in Consumer Decision Making Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 27 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Evaluation of Alternatives Beliefs Attitudes Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 28 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Expectancy-Value Model Telkom University Attribute Memory Graphics Size and Weight Price Capacity Capacity Model Weight: 40% Weight: 31% Weight: 20% Weight: 10% A 8 9 6 9 B 7 7 7 7 C 10 4 3 2 D 5 3 8 5 Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0 Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) = 7.0 Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) = 6.0 Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5) = 8.0 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 29 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Steps between Evaluation of Alternatives and Purchase Decision Telkom University Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 30 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Purchase Decision Noncompensatory Models Choice Heuristics: Conjective Lexicographic Elimination-by-aspect Brand Dealer Purchase subdecisions Quantity Timing Payment method Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 31 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Postpurchase Behavior Postpurchase Satisfaction Delighted Satisfied Dissatisfied Loyal Stay or Go Defect Postpurchase Actions Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 32 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business How Customers Telkom University Use or Dispose of Products Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 33 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Moderating Effects Low-involvement Variety seeking Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 34 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Behavioral Decision Theory Decision Framing Decision Heuristics Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 35 Creating the great business leaders Fakultas Ekonomi dan Bisnis School Economics and Business Analyzing Business Market 36 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Discussion Questions Telkom University 1. What is the business market, and how does it differ from the consumer market? 2. What buying situations do organizational buyers face? 3. Who participates in the B2B buying process? 4. How do business buyers make their decisions? 5. How can companies build strong relationships with business customers? 6. How do institutional buyers and government agencies do their buying? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 37 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Organizational Buying Telkom University ◼ The decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers. ◼ -- F. Webster Jr and Y. Wind Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 38 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Business Markets Transportation & Distribution Agriculture Construction Forestry Manufacturing Communications Banking & Finance Creating the great business leaders Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 39  Fakultas Ekonomi dan Bisnis School Economics and Business Similarities Business market to the Consumer Market Telkom University Understanding deep customer needs Identify areas for growth Improving value management techniques Calculating better marketing metrics Competing and growing in global markets Countering product commoditization Gain support for the marketing concept Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 40 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Differences to the Consumer Market Telkom University Geographically Concentrated Fewer, Larger Buyers Professional Buyers Multiple Personal Sales Calls Relationships Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 41 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Differences to the Consumer Market Telkom University Derived Demand Inelastic Demand Fluctuating Demand Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 42 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Buying Situations Telkom University Straight Rebuy New Task Modified Rebuy Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 43 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Systems Buying and Selling Telkom University Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 44 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Business Buying Participants Telkom University Initiator/ Influencer Decider Users Gatekeeper Approver Buyers Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 45 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Buying Center Influences Telkom University Participants differ by: Interest Authority Status Persuasiveness Decision criteria Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 46 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Targeting Firms and Buying Centers Telkom University Who to target? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 47 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Purchasing/Procurement Process Telkom University Diverse supplier base Benefits vs. Costs Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 48 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Stages in the Buying Process Telkom University Problem Description and Recognition Characteristics Supplier Search Proposal Solicitations Performance Order Supplier Review Specification Selection Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 49 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Stages in the Buying Process Telkom University Problem Internal stimuli Recognition New product being developed Broken machine Low stock level External stimuli Trade show visit Advertisement Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 50 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Stages in the Buying Process Telkom University Description and Technical specifications Characteristics Reliability Durability Price Product value analysis Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 51 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Stages in the Buying Process Telkom University Supplier Search Trade directories Trade advertisements Trade shows E-Procurement Lead generation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 52 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Stages in the Buying Process Telkom University Proposal Solicitations Formal presentation Written Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 53 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Stages in the Buying Process Telkom University Supplier Selection Supplier-evaluation model Number of suppliers Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 54 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Stages in the Buying Process Telkom University Order Specification Stockless Technical specifications purchase Quantity plan Delivery time Return policy Warranties Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 55 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Stages in the Buying Process Telkom University Performance Review End user evaluations Weighted-score method 7 9 4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 56 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Buy grid Framework Telkom University Table 7.1 Buy classes Modified New Task Straight Rebuy Rebuy 1. Problem Recognition Yes Maybe No 2. General need description Yes Maybe No Buy phases 3. Product specification Yes Yes Yes 4. Supplier search Yes Maybe No 5. Proposal solicitation Yes Maybe No 6. Supplier Selection Yes Maybe No 7. Order-routine specification Yes Maybe No 8. Performance review Yes Yes Yes Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 57 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Managing B2B Relationships Telkom University Online social media One-to-one Marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 58 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Managing B2B Relationships Telkom University Vertical Coordination Relationship Factors Availability of alternatives Importance of supply Complexity of supply Supply market dynamism Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 59 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Buyer-Seller Relationship Categories Telkom University Cooperative systems Collaborative Customer is king Contractual transaction Mutually adaptive Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 60 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Institutional and Governments Markets Telkom University Prisons Government agencies Schools Hospitals Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 61 Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Term to know Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business Reference Buku Utama: 1. Solomon, Michael R, Greg W Marshal, and Elnora W Stuart, (2018), Marketing: Real people, Real Choices, 9th Edition, Pearson Education; US 2. Kotler, Philip dan Kevin Lane Keller, (2016). Marketing Management. 15th Global Edition. Pearson Education: Edinburgh Gate Buku Tambahan: 1. Frost, Raymond, Alexa K Fox and Judy Strauss, (2019). e-Marketing, 8th Ed., Routledge, New York 2. Chaffey, Dave and Ellis-Chadwk, Flona (2015). Digital Marketing, Strategy Implementation and Practice, 6th Edition. Pearson Educatio : Edinburgh Gate Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Creating the great business leaders  Fakultas Ekonomi dan Bisnis School Economics and Business THANK YOU [email protected] @mm.telkomuniversity We are like trees. We must create new leaves, new directions, in order to grow. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Creating the great business leaders