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CHAPTER 8 MARKETING OF COMPANY’S GOOD AND SERVICES Siti Fatimah Azaharah Nurul Bahirah Hasmira Suhada eira
CHAPTER 8
MARKETING OF COMPANY’S GOOD AND SERVICES
Siti Fatimah Azaharah
Nurul Bahirah
Hasmira Suhada
eira
Target Market• A group of individuals or
organizations with similar traits who purchase particular product.
Market Segmentation
• Market divides into categories of customer types. Members of market segment must share some common traits that will affect their purchasing decision.
Common Base Of Market Segmentation
Product Life Cycle
0
1
2
3
4
5
6
7
0 0.5 1 1.5 2 2.5
Y-Values
Production Life Cycle
introduction
Growth
Maturity
Decline
Consumer Behavior
Study of when , why , how and where people do or do not buy a product .
or Describe how consumers make purchasing
decision and how they use and dispose the purchased good and services.
The Consumer Decision-Making Process
Need recognisation
Information search
Evaluation of
alternatives
Purchase
Post-purchase behavior
Factors That Affect The
Consumer Decision Making
Behavior
Culture
*culture &value
*Subculture *Social class
Sosial
*Referencesgroup
-Direct
-Indirect
*Opinionleader
*Family
Psychological
*Perception
*Motivation*Learning*Beliefs & attitudes
Individual
*Gender*Age Life-Cycle*Personality,
Self-concept, Lifestyle
THE END
