Final Test

Chapter III. Analyze Consumer Market1.Beberapa factors that influence consumer behavior are:A.Factor Social / cultural1.Group
    Attitudes and behaviors are influenced by many small groups. Group in which the person is having a direct effect called group membership. Membership consists of two groups, covering primary groups (family, friends, neighbors, and coworkers) and the secondary groups are more formal and have a little routine interactions (religious groups, professional associations and trade unions). (Kotler, Bowen, Makens, 2003, pp. 203-204).Influence 2.Family
    Families provide a great influence in buying behavior. Market participants have examined the role and influence of husbands, wives, and children in the purchasing of different products and services. Children as an example, give a great influence in decisions involving the fast food restaurant. (Kotler, Bowen, Makens, 2003, p.204).3.Roles and Status

  Someone has a few groups such as families, associations, organizations. A role consists of activities that are expected to be done in person in accordance with those around him. Each role carries a status reflecting the general award given by the community (Kotler, Armstrong, 2006, p.135).2.CultureBasic values, perceptions, desires, and behaviors that one has learned through family and other important institutions (Kotler, Armstrong, 2006, p.129). The most basic determinant of a person's wants and behavior. Culture, compromising the basic values, perceptions, desires, and behavior of someone who learned on an ongoing basis in an environment. (Kotler, Bowen, Makens, 2003, pp.201-202).a.Subculture

 A group of people who share a common value system based on life experiences and circumstances, such as nationality, religion, and region (Kotler, Armstrong, 2006, p.130). Although consumers in different countries have something in common, values, attitudes, and behavior often differ dramatically. (Kotler, Bowen, Makens, 2003, p.202).b. Social Class
    Grouping of individuals based on common values, interests, and behavior. Social groups are not only determined by one factor such as income, but is determined also by the employment, education, wealth, and others (Kotler, Armstrong, 2006, p.132).Personal B.Faktora. Economic Situation
   One's economic situation will affect the choice of products, such as rolex positioned upmarket consumers while TIMEX is intended for medium consumers. Economic situation of a person's extremely affecting product selection and purchasing decisions on a particular product (Kotler, Armstrong, 2006, p.137).b.Lifestyle
    Pattern of one's life is expressed in the activities, interests, and opinions that person. The people who come from cultural, social class, and the same job may have a different lifestyle (Kotler, Armstrong, 2006, p.138)c. Personality and Self Concept
   Personality is a unique characteristic of the psychology that leads to the stability and response to the continual improvement of the environment itself, for example, people who are confident, dominant, sociable, autonomous, defensive, adaptable, aggressive (Kotler, Armstrong, 2006, p.140) . Each person has a complex self-image, and behavior tend to be consistent with the self-concept (Kotler, Bowen, Makens, 2003, p.212).d. Age and Life Cycle Stage
    People change the goods and services purchased over the life cycle. Taste of food, clothes, furniture, and recreation is often associated with age, buying also shaped by family life cycle. Important factors associated with age is often overlooked by traders. This may be due to the large difference in age between those who determine the marketing strategy and the people who buy a product or service. (Kotler, Bowen, Makens, 2003, pp.205-206)e.Occupation
    One's work affects the goods and services purchased. For example, construction workers often buy lunch from the catering to coming to work. Business executives, buy lunch from full service restaurants, while office workers bring their lunch from home or bought from nearby fast food restaurants (Kotler, Bowen, Makens, 2003, p. 207).C.FactorPsychologicala.Motivation
    Urgent need to direct a person to seek satisfaction of needs. Based on Maslow's theory, one driven by a need at a time. Human needs arranged according to a hierarchy, from most urgent to least urgent (psychological needs, safety, social, self-esteem, self-actualizing). When the most urgent needs had been satisfied, the requirement ceases to be a motivator, and that person will then try to satisfy the next most important needs (Kotler, Bowen, Makens, 2003, p.214).b.Perception
    Perception is the process by which a person chooses, organize, and interpret information to form a meaningful picture of the world. People can form a variety of different perceptions of the same stimuli (Kotler, Bowen, Makens, 2003, p.215).c.Learning

 Learning is a process, which is always evolving and changing as a result of new information received (may be obtained from reading, discussion, observation, thinking) or from actual experience, both received the latest information and personal experience to act as a feedback for the individual and provide the basis for future behavior in similar situations (Schiffman, Kanuk, 2004, p.207).d.Beliefs and AttitudeBeliefs are ideas that a person believes something descriptive. Beliefs can be based on indigenous knowledge, opinions, and faith (Kotler, Armstrong, 2006, p.144). While attitudes are evaluations, feeling like it or not, and the trend is relatively consistent from person to an object or idea (Kotler, Armstrong, 2006, p.145).2. According to Maslow, humans are motivated to meet the needs of his life. These needs have tiers or hierarchy, starting from the lowest (basic nature / physiological) to the highest (self-actualization). Hierarchy of needs (the hierarchy of needs) of Maslow states that human beings have five kinds of needs are physiological needs (physiological needs), safety and security needs (the need for security), love and belonging needs (the need for compassion and a sense of belonging), esteem needs (need for self-esteem), and self-actualization (the need for self-actualization).1.Needs physiological (Physiological)This type of requirement is related to the fulfillment of basic needs of all people like, eat, drink, breathe air, and so forth. Included is also a need for rest, or small bowel, avoid pain, and sex. If basic needs are not met, then the body would be susceptible to the disease, feel weak, do not fit, so the process to meet the needs may be further hampered. This also applies to any kind of requirement, namely, if there are unmet needs, it will be difficult to meet the higher needs.2.Kebutuhan sense of security and protection (Safety and security needs)When a person's physiological needs are met appropriately, the need for security began to emerge. State security, stability, protection and order will become an increasing necessity. If not met, then there will be anxiety and fear that can inhibit the fulfillment of other needsWill 

1. 3.Kebutuhan compassion and a sense of belonging (love and belonging needs)

When someone feels that both types of requirements above are met, then it will start to arise needs for love and belonging. It can be seen in a person's efforts to find and make friends, lovers, children, or even the desire to be part of a specific community such as football teams, clubs and so on stream. If not met, then the feelings of loneliness will arise.4.Kebutuhan self-esteem (esteem needs)Then, after the three requirements above are met, there will be a need for self-esteem. According to Maslow, there are two types, one lower and one higher. Lower one related to the need for such a status, attention, and reputation. While the higher one is related to the need for confidence, competence, achievement, independence and freedom. If this requirement is not met, then it may arise feelings of inferiority and inferior.5.Kebutuhan self-actualization (self actualization)Last needs Maslow hierarchy of needs according to the need for self-actualization. This type of requirement is closely related to the desire to create and develop your own potential. According to Abraham Maslow, the personality can achieve top ranking when primary needs are a lot of experience of interaction with each other, and with one's self-actualization will be able to take advantage of the potential factors are perfectly3. 5 Stages of Consumer Purchase Decision MakingBy philip kotler (2003:224) on the purchase decision process for a consumer in five stages, namely:A. Introduction of IssuesThe purchase process begins when the buyer recognizes a problem or need. These needs can be triggered by internal or external stimuli. In one case, hunger, thirst, can become a driving force or trigger the activity of purchase. In some other cases, requirements can also be driven by external requirements, for example when someone smelled a fragrant cuisine of the restaurant he'd feel hungry or want someone to own a car like those of its neighbors.At this stage, marketers need to identify circumstances that could lead to consumer needs. Marketers may conduct research on the consumer to identify the most frequent stimuli arouse their interest in a product.2. Information SearchConsumers who aroused his needs will be encouraged to seek information yag more information. In this stage, information search by consumers can be divided into two levels, namely the situation of information seeking lighter called the strengthening of information. At this level people will find a range of information about a product.At the second level, the consumer may be possible into active information search stage. They will look for information through reading materials, the experience of others, and visit the store to learn about a particular product. That can be a marketer's attention at this stage is how to keep marketers can identify the main sources of consumer information obtained and how these sources of influence on consumer purchasing decisions further.According to Kotler (2003:225) which became the main source for consumers to get information can be classified into four groups, namely:• Private sources: family, friends, neighbors and acquaintances.• Commercial sources: advertising, sales representatives, distributors, packaging, displays in stores.• Public Resources: Media future, determining the organization of consumer ratings.• Sources of experience: handling, assessment, and product usage.In general, consumers get the most information about a product through commercial sources, ie sources that are dominated by marketers. However, the most effective information comes from private sources. Each commercial information its role as a conduit of information, and private sources of legitimacy or the evaluation function. Through an information gathering activity, consumers can learn about the brands that compete with the features of every brand before deciding which brand to buy.3. Evaluation of alternativeIn the next stage, after collecting information about a brand, consumers will evaluate alternatives to some of the brands that produce the same product. At this stage there are three basic concepts that can help marketers understand the consumer evaluation process. First, consumers will try to meet their needs. Second, consumers will look for certain mafaat of product solutions. Third, consumers will view each product as a set of attributes with different abilities in the use and benefits to satisfy that need. Attributes of interest by buyers may vary depending on the type of product. For example, consumers will notice the difference just as sharpness of image attributes, speed cameras, camera size, and price found on a camera.4. Purchasing decisionsIn evaluating alternatives, consumers will develop a confidence in the brand and positioning of each brand on each attribute that led to the formation of brand image. In addition, the alternative evaluation stage the consumer also formed a preference for brands that exist in a private collection, and consumers will also form the intention to buy the brand most preferable and results in a purchase decision.At the stage of the buying decision, consumers are influenced by two main factors that exists between purchase intent and purchase decisions are:• The attitude of others, namely the extent to which attitudes of others reduces a person's preferred alternative will depend on two things. First, the intensity of the negative attitudes of others toward a preferred alternative to prospective customers. Second, consumer motivation to obey the wishes of others (Fisbhein, in Kotler 2003:227). The more intense the negative attitudes of others and others are getting closer to consumers, then consumers will increasingly change their purchase intention. State preferences of the opposite also applies, buyer preference towards a particular brand will increase if the person he loves is also very fond of the same brand.• The second factor is the factor of unanticipated situations that may reduce consumer purchase intent. For example, consumers may lose their purchasing intentions when he lost his job or a more pressing need at the unexpected.Consumer's decision to modify, delay or avoid purchasing decision is influenced by the risk that thought (Raymond, in Kotler 2003:228). As the amount of money to be spent, and the magnitude of the uncertainty of the attributes of consumer confidence. In this case, marketers must understand the factors that cause feelings in consumers will be the risks and provide information and support to reduce the risk of the consumer thinks.5. Post-Purchase BehaviorAfter purchasing the product, consumers will experience a certain level of satisfaction or discontent. Duties of marketers simply do not end when the product is purchased. The marketers need to monitor the post-purchase satisfaction, post-purchase measures and post-purchase product usage.Post-purchase satisfactionBuyer satisfaction is a function of buyer expectations sberapa close to the performance of the products the buyer thinks the product. If the performance of the products is lower than expectations, the buyer will be disappointed. Conversely, if the performance of the products is higher than the expectations of consumers, the buyer will be satisfied. The feelings that will decide whether consumers will buy back the brand that has been bought and decided to become the customer brand or merferensikan brand to others.The importance of post-purchase satisfaction indicates that the sellers will have to mention what the actual product performance. Some sellers have even suggested that a lower performance so consumers will have higher satisfaction than those expected for the product.Post-purchase actionsSatisfaction and dissatisfaction with the product will influence subsequent consumer behavior. If consumers are satisfied it will show a higher likelihood to repurchase the product. Instead jka consumers are not satisfied, then it probably will not buy that brand again.Post-purchase use and disposalIn addition to post-purchase behavior, and post-purchase actions, marketers also touched monitor the way consumers use and dispose of the product. This is done to avoid things that can hurt themselves the consumer, and environmental misuse, excessive or irresponsible4.Implikasi for a marketerAs a marketer, of course, a powerful need to know the steps to analyze the buying decision is said to be a very important thing in because to create a good marketing strategy should also be coupled with knowledge of the buying decision analysis. A purchasing process begins when the buyer recognizes a problem or need. These needs can be triggered by internal or external stimuli in other words the purchase decision will be created if there is a push to make ends meet, At this stage the marketers need to identify circumstances that could lead to the introduction konsumen.selain needs to be aware of this problem is also stimulated Consumers needs will be encouraged to seek information yag more information.Markets & chapter segments IV.Identifying1 .. a Homogeneous Market (Homogeneous Preferences) is a market where all consumers can be said to have the same pattern (Both the Price and Quality). The consumer has the same fondness for the brand in the market, in other words the market is simply to Sell only one type of item.2. Niche market is a niche market in which a specific product focus to be sold to a group of people. This market niche audiences niche is filled by a group of people who have similar interests, for example, the new order era stamp collector. Chris Anderson in his book The Long Tail explained that the sales strategy by selling a unique product to the unique market niche even in small quantities when combined will be large numbers and can even beat the market leader.In the context of online marketing, we market the product is the keyword, that keyword should be unique, targeted to niche audiences and relevant to what they are looking for. This is what form the niche market of our keywords. With sophisticated search engines, niche market will be easy to set up and analyzed through the search results.There are four things that make up the instruments of market niche that isA. Unique products and servicesAs a new player if the products and services sold are too general usually will get a very tight competition because it has been occupied by others before. Unique is the keyword niche market, products and services that are unique and attractive usually have their fans. By developing the market of a product or service niche market then you will form yourself about what is desired by your market niche.To begin your search for a niche market we have to do research on a regular keyword search. Suppose your product is batik as a primary market niche is batik will be a keyword but not desired by the people. When we write "batik" in the search engines are likely to emerge is the variety of information about batik and not the unique products and services you offer. You must use the keywords more in making better use of the keyword "parang batik shirt" in which the search results will be completely relevant to the niche market you want to go that is, those who seek parang batik shirt.3. There is a demandUnique products and services without the demand that would clearly be futile. When you enter your keywords in your website but do not have the unique potential that there would be no coming into your website. In the google adword keyword tool when you type a keyword that appears is the target of the statistics how many search results on the keyword in a month. The greater the demand and the lower the competition, the more potential keywords for your niche market.4. Competition is not too heavyNiche market that has been filled by heavyweights such as ehow.com players or about.com certainly would be hard to beat unless you use a certain trick.Internet users use the internet with a variety of different ways, some use for academic affairs, entertainment or just looking for information. Make your market niche by providing useful content as interesting and as relevant as possible so that later on can be a sale for you3. Local Marketing (Local Marketing) is a strategy and actions to communicate with your customers in a manner and with the message, which is relevant and meaningful based on local differences. The purpose of the Local Marketing is to drive profitable customer behavior as a result of more targeted communications.Key dimensions of the Local Marketing: Segmentation, Media and Message. Segmentation refers to how one group is distinguished from other customers. Media refers to a form of communication that will be used - local advertising, POP signage, coupons, direct marketing, etc. The message is what you say and how you say it in a way that forces the target customers to act.Local marketing success of any initiative depends on these elements work together, but the order in which each developed to play a key role in long-term effectiveness of the initiative. Segmentation comes first, followed by selection of the Media, and then Messaging. The fourth dimension, measurement, it is important to encourage the growth and evolution from Local Marketing efforts.Segmentation to identify "who" you targetkan.Pemilihan media to determine "how" you will convey the message Anda.Menetapkan Message "what" you berkomunikasi.Pengukuran collect data that can be used to guide the future of the program cycle.Local Marketing programs can be started without a complex segmentation and messaging, while using a single media type. However, this program should be designed to support, more sophisticated data-based messaging system that will evolve over time.Too many companies fail because their marketing initiatives began with the mass marketing tools and processes but can not support further segmentation according to the needs become apparent. Local marketing is not an event or campaign, but must be an ongoing process and developingcustomerization is one form of a strategic buyer. It is under the control of and initiated by their customers. The focus is to help customers to better identify or define for themselves what they want-they are a way for companies to adapt personalization and one-to-one marketing to exploit the marketing environment digital.Customerization "build-to-order" mass customization process to provide a product or service that best suits the needs of indigenous peoples. In fact, this product is sold before it was produced! Instead, they are essentially one-to-one marketing and personalization is not Necessarily initiated by the customer or executed under thetheir control. More importantly, they are not closely integrated with production and marketing supply chain.4. Variables in the segmentation are:1.Demografis (Demographic segmentation)Segmentation is done by dividing the market into groups based on demographic variables such as age, gender, family size, income, race, education, occupation, geographical.2.Psikografis (psychographic segmentation)Segmentation is done by dividing the market into different groups according to social class, lifestyle, personality, and others. Demographic information is very useful, but do not always provide enough information to divide customers into segments, necessitating segment based psychografis to better understand the characteristics of the consumer.3.Perilaku (Behavioral segmentation)Segmentation is done by dividing consumers into segments based on how the behavior, habits, feelings, and how consumers use goods / consumption situation and brand loyalty. The way to make this segment is to divide the market into users and non-users of the product4.Geografi (Geographic segmentation)This segmentation is done by dividing consumers into segments based on the topography of an area or in other words, segmentation based on region, for example, an area that has a highland or lowland of course taking into account existing market sharesegmentation variables can help us to achieve the targets we want to market our products or the target purchasers of our products.Chapter V.Building Strong Brands1.Berangkat From the article had been in lay out the implications for marketers is what are the benefits of the digital world in the century era might have been seen together ini.kita which many a big-brand Brand was born and raised through this in the background social media.hal backs by marketing through social media is more efficient and less well mudah.tidak marketers use social media as a tool scraper profits by exploiting multiple social media such as stores and kaskus.hal bagus.com.Blog is because marketers can easily see the competitor- their competitors introduce new innovations of their own products, and learn to try to develop products that have become bigger because it has to know the strength of our other competitors products.2. Integrated Marketing is a marketing planning process that integrates and terorganisir.untuk introduced the concept of comprehensive planning to evaluate the strategic role of the various elements of marketing, such as public relations, advertising, direct selling, sales promotion and interactive marketing, to provide clarity, consistency, and the influence maximum communication. Integrated marketing is often referred to as Integrated Marketing is a process of business strategy in managing relationships with its core consumers to drive brand value (brand value).3. Life cycle of a product that consists of four stages, namely: introduce, growth, maturity and decline.1) Phase Introductions Introduce aliasAt this introductory stage or introduce new products were born and there is no target consumers who know that it takes the introduction of products with a variety of ways to target markets with a variety of mounting cara.misalnya Advertising in electronic media and print media.2) Phase Growth Growth aliasWhen it is at this growth stage, consumers began to recognize the company's product sales and production with the number rapidly increasing profits coupled with strong promotion. This will cause more and more sellers and distributors are also involved in order to take advantage of the growing market demand for the company's products.3) Phase alias Maturity MaturityIn the maturity stage (maturity) is the company's products have a saturation point it is characterized by the addition of existing customers so sales figures remain at a certain point. If the product has reached this stage, and the company did not immediately make a strategy to attract the attention of consumers and traders. This will lead to declining profits and sales are likely to fall.4) Decline Stage aka The decreaseIn the decline stage of becoming obsolete consumer products companies to switch to another product because the product is not meeting the needs of consumers or any other products that are better in terms of both quality and quantity. This will result in the number of sales and profits obtained by producers and traders will decline drastically or slowly but surely and eventually die.When viewed from different definitions of the stages in the cycle, it can be said that electronic products usually have a rapid life cycle stages of decline experienced, this was due to the ever-evolving technological advances over time. Example, with a capacity of 128 MByte flash, surely it's been experiencing decline stage. Now if people want to intend to buy the flash may be set to buy a flash with a capacity of at least 2 Gigabyte. Even electronics stores and computer is no longer mnyediakan flash with a capacity of 128 Megabytes. While the life cycle of a product that has a little longer to reach the stage of decline is the food and drinks (depending on the type of food and drink). Examples of rice, I guarantee that 10 years would still loyal to the Indonesian people eat rice. Other examples of aqua, aqua since its establishment until now (many years) still lead the market and still in the stage of growth. Maybe if one day clear water becomes scarce in Indonesia, certainly more aqua products sold in the market.