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VOLUME II Edisi 2 , Oktober 2008




Title

INTEGRASI ILMU PSIKOLOGI DALAM KEGIATAN PEMASARAN

Authors
Paulus Lilik Kristianto
Fakultas Ekonomi Universitas Kristen Immanuel (UKRIM), Yogyakarta

Abstract

Integration between psychology in marketing activities being known by the term of marketing psychology is still new for marketers in Indonesia. The using of marketing psychology is very usefull for marketers to sell their product/service. Although it is still new but marketing psychology has grown very fast to be used by marketers. For example if in the past time many marketers used demographic and geographical approaches to segment their market, but now many marketers use psychographical approach. In the market expansion many marketers use demographic, geographic and psychographic approaches integratively. Marketing psychology helps managers usefully, especially for marketing manager to solve many marketing problems, especially in relation with their consumers. Consumer is a human being in which psyche is one of his or her aspects. Human is different from product because human has psyche and feeling that are so complex. The coming up of marketing psychology helps marketing managers to understand their consumers and then in turn they will know how they can attract consumers better for the sake of their product/service sales growth.
Keywords

psychology, marketing, marketing psychology, psychographics segmentation
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