CHP 4 - Exploring Your Market Assignment

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Chp 4 – Exploring Your market
1. Recall the last time you purchased a snack and then answer these questions:
a. Why did you buy the product?

b. How much did you pay?
c. How much would you have been willing to pay?
d. Where did you buy it?
e. How would you improve the product?
f. What similar products did you consider before choosing this one?
g. Why didn’t you choose one of the other options?
2. Differentiate between marketing and selling.
3. Analyze the buying process that leads customers to your product or service.
4. Summarize how market research prepares you for success.
5. Explain several market segment methods
6. Several method digunakan untuk learning about your prospective customers, explain
7. Marketers have developed 4 basic ways to segment: Explain what are they and how
Answer
1. A. Maybe it's because many people have tried it that's why I also want to buy and try it
B. Rp.15.000
C. I thinks 20.000 its fine
D. Mcdonald’s
E. Maybe the size, I want to increase the size more
F. There is one product that I also want to try, which is also sold at Mcdonald's, namely
Apple Pie, but with a different taste
G. Maybe because I think I like the first product more after tasting it
2. Marketing is the development and use of strategies for getting a product or service to
customers and generating interest in it whereas selling showing how and why the
outstanding features of a product or service will benefit customers
3. • Awareness. The customer realizes a need. Advertising is designed to make consumers and
business customers aware of potential needs, for everything from dandruff shampoo to
office supplies to automobiles.
• Information search. The customer seeks information about products that could fulfill a
need. Someone looking for a multivitamin might pick up a brochure on the counter of the
local health food store or simply look on the shelves of a supermarket or drug store. A
retailer might search online for sign companies
• Evaluate alternatives. Once information is gathered on a single product, the customer may
want to examine alternatives before making a purchasing decision. The individual looking for
a multivitamin might check out what’s available in the health food store, and compare the
price and content with the more commercial brands found in the local supermarket or drug
store. The business owner might get several quotations on the needed business signs.
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• Decide to purchase. The first purchase is really a test; the customer is trying a product to
see how well it performs (or testing the quality of the service).
• Evaluate the purchase. If your product or service is satisfactory, the customer may begin to
develop loyalty to your business and tell others about it as well. Now, how can you keep that
customer for life?
4. • Getting the information directly from the subject: primary research.
- Personal interviews
- Telephone surveys
- Written surveys
- Focus groups
- Observation
- Tracking
• Getting information indirectly: secondary research.
- Online searches
- Books and articles
- Trade associations, chambers of commerce, public agencies
- Review of books and records
- Researching customers and industries
5. a. Geographic. Dividing a population by location.
b. Demographic. Dividing a population based on a variable like age, gender, income, or
education
c. Psychographic. Dividing a population by psychological differences such as political opinion
(conservative, liberal) or lifestyle.
d. Behavioral. Dividing the market by observable purchase behaviors such as brand loyalty or
responsiveness to price.
6. Misalnya Geographic, pelanggan dapat memilih membeli produk kita ketika produk itu di
jual mungkin di tempat yang strategis untuk di jangkau
7. • Geographic. Dividing a population by location.
• Demographic. Dividing a population based on a variable such as age, gender, income, or
education. For business customers, variables such as sales volume and number of employees
could matter.
• Psychographic. Dividing a population by psychological differences, such as values
(conservative, liberal, open-minded, traditional), lifestyle (sedentary, active), personality
traits (worrier, Type A, shy, extroverted), and social group (white collar, blue collar).
• Behavioral. Dividing the market by purchase behaviors that have been observed, such as
brand loyalty or responsiveness to price.

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Chp 4 – Exploring Your market

a. Why did you buy the product?

2. Differentiate between marketing and selling.

5. Explain several market segment methods

• Getting information indirectly: secondary research.

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