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1- 1 Copyright © 2012 Pearson Education i t ’s good and good for you Marketing: Creating and Capturing Customer Value Session 1 - 2.

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Presentasi berjudul: "1- 1 Copyright © 2012 Pearson Education i t ’s good and good for you Marketing: Creating and Capturing Customer Value Session 1 - 2."— Transcript presentasi:

1 1- 1 Copyright © 2012 Pearson Education i t ’s good and good for you Marketing: Creating and Capturing Customer Value Session 1 - 2

2 1- 2 Copyright © 2012 Pearson Education Creating and Capturing Customer Value What Is Marketing? Understand the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing Landscape Topic Outline

3 1- 3 Copyright © 2012 Pearson Education What Is Marketing? Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return Pemasaran adalah suatu proses dimana perusahaan menciptakan nilai bagi pelanggan dan membangun hubungan pelanggan yang kuat untuk menangkap nilai dari pelanggan sebagai imbalan

4 1- 4 Copyright © 2012 Pearson Education What Is Marketing? The Marketing Process

5 1- 5 Copyright © 2012 Pearson Education Understanding the Marketplace and Customer Needs States of deprivation Physical—food, clothing, warmth, safety Social—belonging and affection Individual—knowledge and self-expression Needs Form that needs take as they are shaped by culture and individual personality Wants Wants backed by buying power Demands Customer Needs, Wants, and Demands

6 1- 6 Copyright © 2012 Pearson Education Understanding the Marketplace and Customer Needs Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs

7 1- 7 Copyright © 2012 Pearson Education Penawaran pasar adalah beberapa kombinasi produk, jasa, informasi, atau pengalaman yang ditawarkan ke pasar untuk memenuhi kebutuhan atau ingin Miopia pemasaran hanya fokus pada keinginan yang ada dan mengabaikan kebutuhan konsumen yang mendasari

8 1- 8 Copyright © 2012 Pearson Education Understanding the Marketplace and Customer Needs Customer Value and Satisfaction Expectations Customers Value and satisfaction Marketers Set the right level of expectations Not too high or low

9 1- 9 Copyright © 2012 Pearson Education Exchange is the act of obtaining a desired object from someone by offering something in return Exchange adalah tindakan memperoleh objek yang diinginkan dari seseorang dengan menawarkan sesuatu sebagai balasannya Understanding the Marketplace and Customer Needs

10 1- 10 Copyright © 2012 Pearson Education Understanding the Marketplace and Customer Needs Markets are the set of actual and potential buyers of a product

11 1- 11 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy Marketing management is the art and science of choosing target markets and building profitable relationships with them –What customers will we serve? –How can we best serve these customers? Manajemen pemasaran adalah seni dan ilmu memilih pasar sasaran dan membangun hubungan yang menguntungkan dengan mereka Pelanggan apa yang akan kita layani? Bagaimana kita dapat melayani pelanggan tersebut?

12 1- 12 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy Market segmentation refers to dividing the markets into segments of customers Target marketing refers to which segments to go after Segmentasi pasar mengacu membagi pasar menjadi segmen-segmen pelanggan Target pemasaran mengacu pada segmen yang untuk pergi setelah Selecting Customers to Serve

13 1- 13 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy Choosing a Value Proposition Value proposition Set of benefits or values a company promises to deliver to customers to satisfy their needs Nilai proposisi Set manfaat atau nilai-nilai perusahaan menjanjikan untuk memberikan kepada pelanggan untuk memenuhi kebutuhan mereka

14 1- 14 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy Production concept Product concept Selling concept Marketing concept Societal concept Marketing Management Orientations

15 1- 15 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy Production concept is the idea that consumers will favor products that are available or highly affordable Konsep produksi adalah gagasan bahwa konsumen akan menyukai produk yang tersedia atau sangat terjangkau Marketing Management Orientations

16 1- 16 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements. Konsep produk adalah gagasan bahwa konsumen akan menyukai produk yang menawarkan paling kualitas, kinerja, dan fitur. Organisasi karenanya harus mencurahkan energi untuk membuat perbaikan produk yang berkelanjutan. Marketing Management Orientations

17 1- 17 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort Konsep Jual adalah gagasan bahwa konsumen tidak akan membeli cukup produk perusahaan kecuali melakukan sebuah penjualan skala besar dan usaha promosi Marketing Management Orientations

18 1- 18 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy Marketing Management Orientations Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do Konsep pemasaran adalah gagasan bahwa pencapaian tujuan organisasi tergantung pada mengetahui kebutuhan dan keinginan pasar sasaran dan memberikan kepuasan yang diinginkan lebih baik daripada pesaing lakukan

19 1- 19 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy Marketing Management Orientations Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run interests Konsep pemasaran sosial adalah gagasan bahwa perusahaan harus membuat keputusan pemasaran yang baik dengan mempertimbangkan 'keinginan, kebutuhan perusahaan, konsumen konsumen kepentingan jangka panjang, dan masyarakat jangka panjang kepentingan

20 1- 20 Copyright © 2012 Pearson Education Designing a Customer-Driven Marketing Strategy

21 1- 21 Copyright © 2012 Pearson Education The marketing mix: set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place. Integrated marketing program: comprehensive plan that communicates and delivers the intended value to chosen customers. Bauran pemasaran: set alat (empat P) perusahaan menggunakan untuk menerapkan strategi pemasaran. Ini mencakup produk, harga, promosi, dan tempat. Program pemasaran terpadu: rencana komprehensif yang berkomunikasi dan memberikan nilai yang dimaksudkan untuk dipilih pelanggan. Preparing an Integrated Marketing Plan and Program

22 1- 22 Copyright © 2012 Pearson Education Building Customer Relationships The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction Keseluruhan proses membangun dan memelihara hubungan pelanggan menguntungkan dengan memberikan nilai pelanggan yang unggul dan kepuasan Customer Relationship Management (CRM)

23 1- 23 Copyright © 2012 Pearson Education Building Customer Relationships Relationship Building Blocks: Customer Value and Satisfaction Customer- perceived value The difference between total customer value and total customer cost Customer satisfaction The extent to which a product’s perceived performance matches a buyer’s expectations

24 1- 24 Copyright © 2012 Pearson Education Building Customer Relationships Customer Relationship Levels and Tools Basic Relationships Full Partnerships

25 1- 25 Copyright © 2012 Pearson Education Building Customer Relationships Relating with more carefully selected customers uses selective relationship management to target fewer, more profitable customers Relating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networks Berkaitan dengan pelanggan yang dipilih lebih hati-hati menggunakan manajemen hubungan selektif untuk menargetkan sedikit, pelanggan lebih menguntungkan Berkaitan lebih mendalam dan interaktif dengan memasukkan hubungan dua arah lebih interaktif melalui blog, Website, komunitas online dan jaringan sosial The Changing Nature of Customer Relationships

26 1- 26 Copyright © 2012 Pearson Education Building Customer Relationships Customer-managed relationships Marketing relationships in which customers, empowered by today’s new digital technologies, interact with companies and with each other to shape their relationships with brands. Hubungan pelanggan yang dikelola Hubungan pemasaran di mana pelanggan, diberdayakan oleh teknologi baru saat ini digital, berinteraksi dengan perusahaan dan dengan satu sama lain untuk membentuk hubungan mereka dengan merek. The Changing Nature of Customer Relationships

27 1- 27 Copyright © 2012 Pearson Education Partner relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customers Manajemen hubungan mitra melibatkan bekerja erat dengan mitra dalam departemen perusahaan lain maupun di luar perusahaan untuk bersama- sama memberikan nilai lebih kepada pelanggan Building Customer Relationships

28 1- 28 Copyright © 2012 Pearson Education Building Customer Relationships Partners inside the company is every function area interacting with customers –Electronically –Cross-functional teams Partners outside the company is how marketers connect with their suppliers, channel partners, and competitors by developing partnerships Mitra dalam perusahaan adalah setiap bidang fungsi berinteraksi dengan pelanggan elektronik Tim lintas fungsional Mitra luar perusahaan adalah bagaimana pemasar terhubung dengan pemasok, mitra channel, dan pesaing dengan mengembangkan kemitraan Partner Relationship Management

29 1- 29 Copyright © 2012 Pearson Education Building Customer Relationships Supply chain is a channel that stretches from raw materials to components to final products to final buyers Supply chain management Supply chain adalah saluran yang membentang dari bahan baku sampai komponen untuk produk akhir kepada pembeli akhir Partner Relationship Management

30 1- 30 Copyright © 2012 Pearson Education Capturing Value from Customers Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage Nilai pelanggan seumur hidup adalah nilai seluruh aliran pembelian bahwa pelanggan akan? make over seumur hidup? dari? patronase Creating Customer Loyalty and Retention

31 1- 31 Copyright © 2012 Pearson Education Capturing Value from Customers Share of customer is the portion of the customer’s purchasing that a company gets in its product categories Pangsa pelanggan adalah bagian dari pembelian pelanggan bahwa perusahaan mendapatkan dalam kategori produk Growing Share of Customer

32 1- 32 Copyright © 2012 Pearson Education Capturing Value from Customers Customer equity is the total combined customer lifetime values of all of the company’s customers Ekuitas pelanggan adalah total gabungan nilai seumur hidup pelanggan semua pelanggan perusahaan

33 1- 33 Copyright © 2012 Pearson Education Capturing Value from Customers Right relationships with the right customers involves treating customers as assets that need to be managed and maximized Different types of customers require different relationship management strategies Hubungan baik dengan pelanggan yang tepat melibatkan memperlakukan pelanggan sebagai aset yang harus dikelola dan dimaksimalkan Berbagai jenis pelanggan membutuhkan strategi manajemen hubungan yang berbeda Building Customer Equity

34 1- 34 Copyright © 2012 Pearson Education The Changing Marketing Landscape Uncertain Economic Environment New consumer frugality Marketers focus on value for the customer Lingkungan Ekonomi Uncertain 1. Berhemat konsumen baru 2. Pemasar fokus pada nilai bagi pelanggan

35 1- 35 Copyright © 2012 Pearson Education The Changing Marketing Landscape Uncertain Economic Environment New consumer frugality Marketers focus on value for the customer

36 1- 36 Copyright © 2012 Pearson Education The Changing Marketing Landscape ( Digital Age) People are connected continuously to people and information worldwide Marketers have great new tools to communicate with customers Internet + mobile communication devices creates environment for online marketing 1.Orang yang terhubung terus menerus untuk orang-orang dan informasi di seluruh dunia 2.Pemasar memiliki alat baru yang besar untuk berkomunikasi dengan pelanggan 3.Internet + perangkat komunikasi mobile menciptakan lingkungan untuk pemasaran online

37 1- 37 Copyright © 2012 Pearson Education The Changing Marketing Landscape Rapid Globalization Sustainable Marketing Not-for-Profit Marketing 4. cepat Globalisasi 5. Pemasaran Berkelanjutan 6. Not-for-Profit Pemasaran

38 1- 38 Copyright © 2012 Pearson Education So, What Is Marketing? Pulling It All Together

39 1- 39 Copyright © 2012 Pearson Education All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education


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