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CHAPTER 2
THEORITICAL FOUNDATION
2.1 Theoretical Foundation
This chapter discusses theories that
affect Customer’s Orientation in accordance to the
Marketing Mix variables for the Food and Beverages Industry within Jakarta area.”
People
are
typically
uncertainty
averse
(Kahneman
&
Tversky,
1979),
therefore
this
study
focuses
the
need
to
resolve
some
of
the
uncertainty
surrounding
market
demand
by
possessing
knowledge
about
demographic profile,
buying
motive
and
buying
habits
before planning
the
marketing
mix
strategies to satisfy customer and
gain
market share.
Determining customer’s orientation and implementing it on the Food and Beverage
Business
can
determine
the
measure
of
customer satisfaction with regard to the
marketing-mix.
2.1.1 Marketing Mix
Armstrong and Kotler refer to Marketing Mix as the set of controllable, tactical
marketing tools that a firm blends to produce the response it wants in the target market.
McCarthy classifies these tools into four broad groups that he called the four P’s of
marketing; product, price, place and promotion (Kotler, 1991). It is a combination of
these
elements
that
meets
customer’s
needs
and
provides
customer’s
value;
the
difference between all the benefits derived from a total product and all the cost of
acquiring those benefits (Hawkins; Motherbaugh; Best, 2007). Looking from the
customer’s
perspective,
each
marketing
tool
is
design
to
deliver
a
customer
benefit.
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