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    Prilaku Konsumen: Dr. Erika Nurmartiani ., SPD ., MM

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    The document discusses key concepts around customer value, including defining value as the ratio between what a customer gets versus what they give. It also discusses how marketers can increase value by raising benefits, reducing costs, or some combination. Additionally, it outlines buyer readiness stages from awareness to purchase. The concept of customer delivered value is introduced, focusing on either existing products or customer needs. It also discusses the typical marketing exchange process and how customers form expectations.

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    Prilaku Konsumen: Dr. Erika Nurmartiani ., SPD ., MM

    Uploaded by

    Agung
    30 views11 pages
    The document discusses key concepts around customer value, including defining value as the ratio between what a customer gets versus what they give. It also discusses how marketers can increase value by raising benefits, reducing costs, or some combination. Additionally, it outlines buyer readiness stages from awareness to purchase. The concept of customer delivered value is introduced, focusing on either existing products or customer needs. It also discusses the typical marketing exchange process and how customers form expectations.

    Original Description:

    Definisi nilai (value)

    Original Title

    Value

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    The document discusses key concepts around customer value, including defining value as the ratio between what a customer gets versus what they give. It also discusses how marketers can increase value by raising benefits, reducing costs, or some combination. Additionally, it outlines buyer readiness stages from awareness to purchase. The concept of customer delivered value is introduced, focusing on either existing products or customer needs. It also discusses the typical marketing exchange process and how customers form expectations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    30 views11 pages

    Prilaku Konsumen: Dr. Erika Nurmartiani ., SPD ., MM

    Uploaded by

    Agung
    The document discusses key concepts around customer value, including defining value as the ratio between what a customer gets versus what they give. It also discusses how marketers can increase value by raising benefits, reducing costs, or some combination. Additionally, it outlines buyer readiness stages from awareness to purchase. The concept of customer delivered value is introduced, focusing on either existing products or customer needs. It also discusses the typical marketing exchange process and how customers form expectations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    PRILAKU

    KONSUMEN
    Dr. Erika Nurmartiani ., SPd ., MM.
    Value and Satisfaction
     What is value?
     What are five things a marketer can do to increase
    the value of the offering?
     Value is a ratio between what the customer gets and
    what he gives.
     Raising benefits, reducing costs, raising benefits and
    reducing costs, raising benefits by more than the
    raise in costs, or lowering benefits by less than the
    reduction in costs.
    Theory Segue: Buyer Readiness Stages

    Awareness
    Awareness
    Knowledge
    Liking
    Preference
    Attitude
    Conviction

    Behavior Purchase
    Purchase

    High versus low involvement?


    Customer Delivered Value
    Starting
    point Focus Means Ends

    Existing Selling and Profits through


    Factory products promotion sales volume

    (a) The selling concept

    Customer Integrated Profits through


    Market needs marketing customer
    satisfaction

    (b) The marketing concept


    TYPICAL MARKETING EXCHANGE
    PROCESS
    Product Revenue

    Consumer
    Company
    Exchange and Transactions
    • Exchange involves obtaining a desired product
    from someone by offering something in return.
    • Transaction involves at least two things of value,
    agreed-upon conditions, a time of agreement, and
    a place of agreement.
    Customer Delivered Value

    Total Customer Total Customer


    Value Cost

    Product Value Monetary cost

    Service Value Time cost

    Personnel Value Energy cost

    Image value Psychic Cost


    If we want to know what a business is, we have to start with its
    purpose. And its purpose must lie outside the business itself. In
    fact, it must lie in society since a business enterprise is an organ
    of society. There is one valid definition of business
    purpose:

    to create a customer.*

    * Peter F. Drucker, The Practice of Management (New York: Harper & Row,
    12954), p. 37.
    Customer Equity
    • How Much Is A
    Customer
    Worth
    Customer Equity
    Lifetime Value of a Loyal Customer.
    • Revenue Stream.
    Price/unit * Total expected lifetime purchases

    • Income Stream.
    Margins/unit * Total expected lifetime purchases
    HOW CUSTOMERS FORM EXPECTATIONS
    Personal Past
    Needs Experience

    Word of External
    Mouth Communications

    Customer
    Expectations

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