1. TRIHADI PUDIAWAN ERHAN Universitas Pembangunan Jaya
Marketing &
Consumer Behaviour
TRIHADI PUDIAWAN ERHAN
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Universitas Pembangunan Jaya
Program Strata Satu
© March 2014

2. What is marketing?
“Marketing is the science and art of exploring, creating and delivering value to satisfy the needs and wants of a target market maintaining loyalty at a profit.”
Professor Philip Kotler

3. Marketing vs Sales

4. “The aim of marketing is to make selling unnecessary.”
Marketing vs Sales
“The aim of marketing is to make selling unnecessary.”
Peter Drucker (1973)

5. Marketing vs Sales Marketing Sales Cloudy to say the least
Behind the scenes
Strategic
Highly processed
Sales
Very Measurable
Still individualistic
Short Goal Orientated
Some process

6. Marketing Marketing is a very complex concept. Research Product design
Setting prices
Price
Making sure the customer knows about products
Promotion
Choosing how and where to sell products
Place

7. Information about needs Discover consumer needs
Research
Discovering Customer
NEEDS & WANTS
Potential consumers: 
The market
Information about needs
Discover consumer needs

8. Research NEEDS & WANTS TARGET MARKET
one or more specific groups of potential consumers toward which an organization directs its marketing program

9. Research TARGET MARKET Segmentation Process Demographic Geographic
Behavioural
Psychographic

10. Marketing Mix
4 P’s
PRODUCT
PRICE
PLACE
PROMOTION

11. Product Steps Necessary To Create A New Product:
Develop a product idea
Assess the feasibility of a product idea
Design and test the product
Distribute and promote the product
Post-audit the product

12. Product
Product Differentiation: Firm’s effort to distinguised its product from competitor’s product in a manner that makes the product more desireble

13. Product Product Differentiation: Unique Product Design
Unique Packaging
Unique Branding

14. Product
Product Life Cycle

15. Pricing Things to Consider for Pricing Policy Cost of Production
Supply of inventory
Competitor’s Price

16. Pricing The Pricing Strategy: Cost Plus Pricing Banchmark Pricing
Penetration Pricing
Defensive Pricing
Predatory Pricing
Prestige Pricing

17. Place/Distribution Where and how will you sell the products?
Direct Channel
One-Level Channel
Two-Level Channel

18. Promotion
Promotion Mix: The combination of promotion methods that a firm use to increase acceptance of its products

19. Promotion Type of Promotion: Advertising Personal Selling
Sales Promotion
Public Relations

21. © February 2014