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Perilaku Konsumen Bahan Kajian Riset Pemasaran. What is Marketing? Kotler’s social definition: “Marketing is a social and managerial process by which.

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Presentasi berjudul: "Perilaku Konsumen Bahan Kajian Riset Pemasaran. What is Marketing? Kotler’s social definition: “Marketing is a social and managerial process by which."— Transcript presentasi:

1 Perilaku Konsumen Bahan Kajian Riset Pemasaran

2 What is Marketing? Kotler’s social definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”

3 What is Marketing? Many Things Can Be Marketed! Goods Services Experiences Events Persons Places Properties Organizations Information Ideas

4 Customer Behavior Suatu tindakan yang langsung dalam mendapatkan, mengkonsumsi serta menghabiskan produk dan jasa, termasuk proses keputusan yang mendahului tindakan tersebut. (Engel, 1994) Perilaku konsumen : perilaku yang tampak (jumlah pembelian, waktu, karena siapa, dengan siapa dan bagaimana konsumen melakukan pembelian) dan perilaku yang taknampak (persepsi, ingatan terhadap informasi, perasaan kepemilikan konsumen)

5 Kepuasan pelanggan Kepuasan konsumen adalah tingkat perasaan konsumen setelah membandingkan dengan harapannya. Faktor-faktor yang dapat mempengaruhinya : mutu produk dan pelayanannya, kegiatan penjualan, pelayanan setelah penjualan dan nilai-nilai perusahaan.

6 Macam Kepuasan dan Macam Pelanggan Kepuasan : kepuasan fungsional (diperoleh dari fungsi suatu produk yang dimanfaatkan)dan kepuasan psikologis (diperoleh dari atribut yang bersifat tidak berwujud dari suatu produk menaikkan gengsi, menciptakan citra pribadi tertentu) Pelanggan : pelanggan eksternal dan pelanggan internal.

7 Mempertahankan Pelanggan CRM – Customer relationship management It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. Marketers must be concerned with the lifetime value of the customer.

8 CRM CRM – Customer relationship management... “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”

9 CRM Key Concepts Attracting, retaining and growing customers Building customer relationships and customer equity Customer value/satisfaction  Perceptions are key  Meeting/exceeding expectations creates satisfaction Loyalty and retention  Benefits of loyalty  Loyalty increases as satisfaction levels increase  Delighting consumers should be the goal Growing share of customer  Cross-selling

10 Customer equity  The total combined customer lifetime values of all customers.  Measures a firm’s performance, but in a manner that looks to the future. Customer relationship levels and tools  Target market typically dictates type of relationship Basic relationships Full relationships  Customer loyalty and retention programs Adding financial benefits Adding social benefits Adding structural ties Customer relationship management


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