78 research outputs found
Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel / Bilson Simamora
No full textBuku yang disusun secara sistematis ini mengajak Anda untuk selangkah demi selangkah memahami pamasaran dengan segala perniknya secara komprehensif, mendalam, dan kokoh. Dengan pemahaman seperti itu, Anda akan dapat memaksimalkan kinerja pemasaran, sebagai ujung tombak perusahaan, untuk keberlangsungan dan pertumbuhan perusahaan.Secara garis besar buku ini membicarkan:> Puncak Pemasaran: Bagaimana Memuaskan Kebutuhan dan Keinginan Pelanggan> Mengelola Perilaku Konsumen dan Perilaku Bisnis> Optimalisasi dalam bidang-bidang: Proses Pemasaran; Segmentasi, Targeting, dan Positioning; Produk; Layanan; Harga; Perubahan Harga; Distribusi; Eceran; Promosi; Iklan; Hubungan Masyarakat; dan Manajemen Penjualan> Tantangan Pemasaran Abad 21 Buku ini sangat bermanfaat bagi Anda yang bergelut di bidang pemasaran: direktur pemasaran, pelaku riset pemasaran, pelaku bisnis, mahasiswa jurusan ekonomi dan manajemen, serta wirausahawan
TOWARD A GENERAL THEORY OF CONSUMER MOTIVATION : A CRITICAL REVIEW
No full textConsumer motivation has been known long as a marketing concept. However, most of its concepts belong to other fields, and there is little effort to define and model them. This study aims to redefine it and develop its model. Therefore, the author narrates the history of consumer motivation and critically offers its new definition and its loose and unstructured model through which the more specific models can depart. This study found that the motivation theory goes into a more diverse direction caused by the distinctive nature of consumer behavior nature and context. For that reason, the consumer motivation model should give the spaces in which a specific model for particular behavior can be developed. The study’s loose and unstructured model is found as able to take that function. Further studies can utilize this model in studying motivation to perform or not perform particular consumption behavior in a specific context
Achievement as Gift and Prestige: Formulating Anticipated Emotion of Others as New Determinant of Consumer Motivation
No full textEmotion is central component of consumer behavior. This concept, that is borrowed from psychology, is now widely and applied studied in marketing. Two major approaches used by marketing researchers are, first, behavior causes emotions and second, emotions cause behavior. In the second approach, marketing researchers study anticipated emotions of the actors and their consequences on the actors’ behavior. The interesting question, how is anticipated emotion of others on the actor’s behavior? This study is purposed to answer that question. The author studies potential emotions of others that accompany future individuals’ achievement when achievement is considered as gift to significant others or prestige source for the individuals. In doing so, the author develops anticipated emotion of others concept, conceptual model, and related propositions. Discussion, direction for further research, and the contributions of the study to the academic and practical worlds are also presented
Achievement as Gift and Prestige: Formulating Anticipated Emotion of Others as New Determinant of Consumer Motivation
No full textEmotion is central component of consumer behavior. This concept, that is borrowed from psychology, is now widely and applied studied in marketing. Two major approaches used by marketing researchers are, first, behavior causes emotions and second, emotions cause behavior. In the second approach, marketing researchers study anticipated emotions of the actors and their consequences on the actors¡¯ behavior. The interesting question, how is anticipated emotion of others on the actor¡¯s behavior? This study is purposed to answer that question. The author studies potential emotions of others that accompany future individuals¡¯ achievement when achievement is considered as gift to significant others or prestige source for the individuals. In doing so, the author develops anticipated emotion of others concept, conceptual model, and related propositions. Discussion, direction for further research, and the contributions of the study to the academic and practical worlds are also presented
Membongkar kotak hitam konsumen
No full textAFTA sudah di depan mata. Para pelaku bisnis pun memasuki era baru persaingan yang tidak semata-mata membutuhkan pengetahuan dan ketrampilan, tetapi juga kebijaksanaan untuk memenangkan keputusan konsumen. Medan persaingan yang sesungguhnya terdapat dalam KOTAK HITAM konsumen, di mana bersemayam rasio, perasaan, emosi, sense serta intuisi yang menghasilkan segala bentuk keputusan dan perilaku konsumen. Tak pelak, kemampuan memahami konsumen inilah yang menjadi kunci keberhasilan bisnis masa depan.
Buku ini memaparkan bagaimana pikiran konsumen bekerja dalam mengambil keputusan pembelian. Mekanisme ini dijelaskan antara lain melalui preferensi merek serta atribut yang mempengaruhinya, pola respons terhadap berbagai stimuli pemasaran, penyebaran inovasi, keterlibatan konsumen serta tipe perilaku konsumen. Penjelasan mengenai konsep-konsep tersebut disertai model-model riset praktis, seperti: Riset Respons terhadap Komunikasi Pemasaran, Riset Pembentukan Preferensi, Riset Adopsi Inovasi, Riset Keterlibatan, plus berbagai contoh kasus.
Buku yang membangun kemampuan analitis ini sangat bermanfaat bagi para praktisi bisnis dalam membuat keputusan yang berorientasi pasar
Silent Competition among Students: How Schadenfreude and Social Envy Influence Rating-based Achievement Motivation
No full textSchadenfreude and social envy have attracted human interest for thousands of years. However, little is know about how they influence achievement motivation in a hierarchical and competitive social environment. To overcome this problem, inspired by Mayer and Salovey’s (1997) emotional intelligence theory, the author develops rivals' anticipated emotions (RAE) and models how the sense of being envied and become the schadenfreude target influence the motivation to avoid the decrease of or to increase current competitive position. The study follows Higgin's (1997) self-regulatory framework in students' context. In the schadenfreude scenario, as part of self-protection, the study proposes that the sense of being a schadenfreude target, represented by rivals' anticipated joyfulness (RAJ), influences students' motivation to avoid the decrease of current competitive position (prevention focus), especially for those who occupy upper and medium positions. Rivals' anticipated distress (RAD) that represents the sense of being envied stimulates students' motivation to increase competitive position (promotion focus), especially for those who occupy the lower and medium position. When working together, the RAJ and RAD stimulate promotion and avoidance motivations simultaneously, especially among mediocre students. Future researchers can widen their investigation into intergroup schadenfreude and social envy research domains.Â
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