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business school PRASETIYA MULYA I s anything that can be offered to consumer (market) for attention, aquisition, use or consumption that may satisfy need(s),

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Presentasi berjudul: "business school PRASETIYA MULYA I s anything that can be offered to consumer (market) for attention, aquisition, use or consumption that may satisfy need(s),"— Transcript presentasi:

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2 business school PRASETIYA MULYA I s anything that can be offered to consumer (market) for attention, aquisition, use or consumption that may satisfy need(s), want(s), taste(s) - P. Kotler - Nature of Product (NOP) H Durability Produk/MM-P.Kotler Ch. 17/RP - 1 H Tangibility H Level of Product H Product Classification H Product Life Cycle

3 business school PRASETIYA MULYA Produk/MM-P.Kotler Ch. 17/RP - 2 LEVEL OF PRODUCT CORE BENEFIT

4 business school PRASETIYA MULYA Produk/MM-P.Kotler Ch. 17/RP - 3 Product Classification Based on Who will use/consume it : Consumer Product(s) : Based on Buying Behavior : Based on Buying Situation : ] Consumer Product(s) N Convenience Goods N Shopping Goods N Specialty Goods N Unsought Goods N Staple Goods N Emergency Goods N Impulse Goods ] Organizational Product(s)

5 business school PRASETIYA MULYA Produk/MM-P.Kotler Ch. 17/RP - 4 Organizational Product(s) Based on How it is Used : Entering Goods : H Raw Materials : - Farm Products - Natural Products H Mftd. Materials & Parts : - Component Materials - Component Parts Foundation Goods : H Instalation : - Land & Buildings - Major Fixed Equipments H Accessories : - Portable Equipments & Tools - Office Equipments Facilitating Goods : H Supplies : - Operasional Supplies - Repair & Maintenance Supplies H Business Services : - Repair & Maintenance Services - Business Consultation Services

6 business school PRASETIYA MULYA Produk/MM-P.Kotler Ch. 17/RP - 5 Also called Product Assortment, is the set of all product lines and items that a particular seller offers for sale to buyers refers to how many different product line the company carries refers to how many variants are offered of each product in the line refers to the total number of items in its product mix refers to how closely related the various product lines are in ä End Use ä Production Requirements ä Distribution Channels, or some other way

7 business school PRASETIYA MULYA Upper Market Middle Market Lower Market Produk/MM-P.Kotler Ch. 17/RP - 6 Downward Stretch Initially many companies are serving the upper end of the market, and subsequently stretch their line downward to a lower market. Reasons : ç As a counterattack in response toward lower end competitors’ attack ç Higher end market getting slower growth ç Intended to rolled downward, after establishment in higher end market ç To plug a market hole in lower end that would otherwise attract new competitors Risks : ç Cannibalize higher end items ç Provoke competitors to counteract by moving into higher end ç Company’s dealers may not willing to handle the lower end due to less profit ç If not managed well, may pull down company’s/product’s image SEIKO SONY DONNA KARAN ALBA in Asia; PULSAR in the US AIWA DKNY

8 business school PRASETIYA MULYA Upper Market Middle Market Lower Market Produk/MM-P.Kotler Ch. 17/RP - 7 Upward Stretch Companies in the lower end market might contemplate entering the higher end Reasons : ç As response toward downward stretch attack ç Attracted by higher growth rate, higher margin ç A chance to position themselves as full-line manufacturers Risks : ç Attract higher end competitors to do downward stretch ç Higher end market may not believe the product quality ç Company’s sales reps. & dealers may lack capability to serve higher end market Two-Way Stretch Companies in the middle market may decide to stretch their line both directions Middle Market Upper Market Lower Market (cont’d)

9 business school PRASETIYA MULYA Adalah suatu tindakan atau kegiatan yang dapat ditawarkan oleh satu pihak kepada pihak lain, yang pada intinya tidak berwujud dan tidak dapat dimiliki, tetapi dapat dirasakan dan dinikmati. Definisi : - Philip Kotler - J Suatu tindakan atau kegiatan. J Pemasaran, Operasi dan Sumber Daya Manusia lebih terjalin erat. J Pelanggan secara fisik dihadapkan pada Operasi Layanan dan berintegrasi dengan karyawan. J Pembeli produk layanan, sering-kali harus datang ke “pabrik” dan berpartisipasi aktif dalam proses penyampaian dan konsumsinya Pemasaran Layanan/MM-P.Kotler-Ch. 18/RP - 01

10 business school PRASETIYA MULYA Pemasaran Layanan/MM-P.Kotler-Ch. 18/RP - 02 Sentral Suplementer People Based Equipment Based

11 business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 1/RP - 04 W Nature of Product W Keterlibatan pelanggan dalam proses produksi, lebih besar W Orang sebagai bagian dari produk W Lebih sukar dalam mempertahankan standar kendali mutu W Pelanggan lebih sukar untuk mengevaluasi W Tidak ada inventori W Faktor waktu, memiliki kepentingan relatif W Sifat dan struktur saluran distribusi

12 business school PRASETIYA MULYA Cust. Driven Co./R.C.Whiteley-Cust. Tool Kit/EA/RP -05 The Moment of Truth Manajemen KaryawanPelanggan Internal Marketing External (Traditional) Marketing Interactive Marketing l Menciptakan harapan dengan memberikan janji kepada pelanggan l Menciptakan prasyarat untuk memberikan janji kepada pelanggan l Tanggung jawab utama pada manajer dan penyelia l Memegang janji kepada pelanggan l Tanggung jawab utama kepada karyawan operasi F Keinginan pribadi F Pengalaman masa lalu F Citra F “ Word-of-mouth” F Teknologi F Harga F Lingkungan fisik F Karyawan lini depan F Sistem dan prosedur lTanggung jawab utama pada pemasar

13 business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 3/RP Distinctive Features of Services Ê Service is a process or a performance. Ë Customers are involved, to greater or lesser degree, in the service production process. Concept of the Service Encounter : “ a period of time during which a consumer interacts directly with a service” - Shostack - “ dyadic interactions between a customer and service provider” - Surprenant & Solomon - Many service-quality-problems revolve around Use of Technology To minimize unsatisfactory incidents between customers and contact employees

14 business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 3/RP Types of Core Service Processes H People Processing When customers seek some service in which the process consists of tangible actions directed at their physical person and therefore requires their physical presence throughout service delivery. H Possession Processing When customers ask a service organization to provide tangible actions not to themselves but rather to their possession. H Mental Stimulus Processing It embraces a group of services that consist of intangible actions directed at customer’s minds and thus require their mental (but not necessarily physical) participation throughout service delivery. H Information Processing Consist of intangible actions presented to customers either face to face or transformed into physical form through letters, reports, tapes etc. (Financial services, law, education, news, weather forecast etc.)

15 business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 3/RP - 08 Service Operation System Physical support Contact personnel Service AService B Customer ACustomer B Technical core Not visible to customer Direct interactions Secondary interactions Source : Adapted from Eric Langeard, John E. G. Bateson, Christopher H. Lovelock, and Pierre Eiglier, Services Marketing : New Insights from Consumers and Mangers (Cambrige, Mass.: Marketing Science Institute, 1981). The Service Business as a System


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