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Presentasi berjudul: "UNDERSTANDING MARKETING MANAGEMENT MARKETING MANAGEMENT 2013."— Transcript presentasi:


2 Silabi Manajemen Pemasaran 1. Understanding MM 2. Customer value, satisfaction and Loyalty 3. Analyzing consumers market 4. Market Segments & Targets 5. Brand Equity 6. Brand Positioning 7. Dealing with competition 8. Setting product strategy 9.Pricing Strategy 10. Marketing Channels 11.Communicating value 12. Presentasi Marketing Plan

3 Tugas Kelompok : 1. Presentasi per chapter 2. Presentasi Marketing Plan Buku Wajib : Kotler, Keller, Marketing Management, edisi 14, 2012

4 Penilaian Partisipasi: 10% Nilai Presentasi Individual: 20% Nilai Presentasi Kelompok: 10% UTS: 30% UAS: 30%

5 5 What is Marketing…?? Selling? Advertising? Promotions? Making products available in stores? Maintaining inventories? All of the above, plus much more!

6 Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 6 of 25 Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large. ( American Marketing Association, dalam Kotler dan Keller, 2012 )

7 Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 7 of 25 Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others ( Kotler and Keller, 2012 )

8 Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 8 of 25 Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

9 9 Simple Marketing System Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information


11 Experiences Events Properties Organizations Information Ideas What is Marketed? Places Persons Services Goods

12 What is Marketed? 1. Goods – Physical products, consumer products, consumer durables, etc. 2. Services – Transport, repair & maintenance, legal, financial, consultancy, hotel, specialised skills, professionals, 3. Events – Trade shows, sports, world cups, vintage car rally, fashion shows, artistic performance, annual functions, event management, etc. 4. Experiences – Theatres, opera, Disney-world, trekking, mountaineering, ocean cruise, cinema, music concerts, etc. 5. Persons – Celebrity marketing, film stars, politicians, artists, performers, advertisers, and now also CEOs of companies. 6. Places – Cities, states, countries for tourism, leisure & place for industrialisation, real estate agents & business

13 What is Marketed?........ 7. Properties – Ownership of tangible properties like real estate, house, apartment, farm house, precious metals and intangible properties like financial portfolio of various securities, stocks, bonds. 8. Organisation – Building up identity, image, reputation, and brand value in the minds of consumers. 9. Information – It can be produced, packaged & marketed as a product – text books, encyclopaedias, magazines & journals on literature, science, technology, medicine info, available thru internet 10. Ideas – The concept regarding a utility, business opportunity, advertising / marketing ideas, scientific & technical, social, financial, psychological etc.

14 Core Marketing Concepts Needs, Wants, and Demands Target Markets, Positioning, and Segmentation Offerings and Brands Value and Satisfaction

15 Core Marketing Concepts Marketing Channels Competition Marketing Environment Supply Chain

16 PENERBIT ERLANGGA16 Core Marketing Concepts

17 17 Core Concepts of Marketing Based on :  Needs, Wants, Desires / demand  Products, Utility, Value & Satisfaction  Exchange, Transactions & Relationships  Markets, Marketing & Marketers.

18 18 Needs, wants, and demands; Needs, wants, and demands; Needs are states of felt deprivation. All humanity have the same needs; ◦ Physical needs: Food, clothing, shelter, safety. ◦ Social needs: Belonging, affection. ◦ Individual needs: Learning, knowledge, self-expression  – food ( is a must ) Wants ; are needs shaped by culture and individual personality  Want – Pizza, Burger, French fry's ( translation of a need as per our experience ) Demand – Burger ( translation of a want as per our willingness and ability to buy ) Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan

19 19 Penawaran Pasar (Marketing Offer) consumer needs and wants are fulfilled through a marketing offer, which is some combination of products, services, or experiences offered to a market to satisfy a need. Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan Value the value or benefits the customers gain from using the product versus the cost of obtaining the product. Satisfaction Based on a comparison of performance and expectations. Performance > Expectations => Satisfaction Performance Dissatisfaction

20 Exchange, transactions, and relationships Exchange : The act of obtaining a desired object from someone by offering something in return. Transaction : consists of a trade values between two parties. Relationship : The goal of marketers is to build solid relationship with customers and retaining them by delivering superior value. Markets The set of all actual and potential buyers of a product. Sellers must search for buyers, both buyers and sellers are carried out by marketing

21 Who is Responsible for Marketing? Chief Marketing Officer (CMO) Entire Organization Marketing Department

22 HolisticMarketing Marketing Concepts SellingProductProduction Mass production Mass distribution Quality Innovation Unsought goods Overcapacity Create, deliver, and communicate value

23 Production Concept Product Concept Selling Concept Marketing Concept Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors Company Orientations Towards the Marketplace

24 Pemasaran secara keseluruhan (holistic marketing ) merupakan ide dimana pemasaran merupakan segalanya, dikatakan bahwa organisasi yang sukses harus memiliki pendekatan secara menyeluruh pada pemasaran dimana semua bagian dari organisasi memfokuskan untuk bagaimana meningkatkan nilai tambah bagi pelanggan dan bagaimana mengkomunikasikan nilai tersebut kepada pelanggannya.

25 Holistic Marketing Dimensions Figure 1.3

26 Relationship Marketing Build long-term relationships Develop marketing networks

27 Integrated Marketing Create, communicate, and deliver customer value

28 Internal Marketing

29 Performance Marketing Social Responsibility Financial Accountability


31 The Four P’s of the Marketing Mix Figure 1.4

32 Developing market strategies and plans Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth Marketing Management Tasks

33 Tahap-tahap Proses Perencanaan 33 Menganalisis peluang pasar Merancang strategi pemasaran (Bab 11-13) Merancang program pemasaran (Bab 14-21) Riset pemasaran dan sistem informasi (bab 5) Lingkungan pemasaran (bab 6) Pasar konsumen(bab 7) Pasar bisnis (bab 8) Memperhatikan para pesaing (bab 9) Mengidentifikasi segmentasi pasar (bab 10) Strategi Positioning (bab 11) Pengembangan pasar baru (bab 12) Peluang & tantangan global yang berubah (bab 13) Seting strategi produk dan merek (bab 14) Mendesain jasa (bab 15) Strategi harga (bab 16) Saluran pemasaran (bab 17 & 18) Strategi promosi (bab 19 s/d 21) Melaksanakan pemasaran (Bab 22) Melaksanakan usaha Pemasaran total (bab 22)

34 Faktor-faktor yang Mempengaruhi Strategi Perusahaan 34 Target Consumers Product PlacePrice Promotion Marketing Implementation Marketing Planning Marketing Control Marketing Analysis Competitors Marketing Intermediaries PublicsSuppliers Demographic- Economic Environment Technological- Natural Environment Political- Legal Environment Social- Cultural Environment

35 10 dosa pemasaran 1. Perusahaan tidak berfokus pada pasar dan tidak digerakkan oleh pelanggan pada tingkat yang memadai 2. Perusahaan tidak sepenuhnya memahami pelanggan sasarannya 3. Perusahaan perlu menentukan dan memantau pesaingnya dengan lebih baik 4. Perusahaan belum mengelola hubungan dengan pemangku kepentingan (stakeholder)nya secara benar 5. Perusahaan kurang lihai dalam menentukan peluang-peluang baru 6. Rencana pemasaran dan proses perencanaan perusahaan buruk 7. Kebijakan-kebijakan produk dan jasa perusahaan memerlukan pengetatan 8. Keahlian komunikasi dan pembangunan merek perusahaan lemah 9. Perusahaan tidak terorganisasi dengan baik untuk menjalankan pemasaran secara efektif dan efisien 10. Perusahaan tidak memaksimalkan pemanfaatan teknologi.

36 13 Kunci Marketing 2013 ala Hermawan Kartajaya 1.Connectivityo [konektivitas]. 2.Community [komunitas]. 3.Confirmation [konfirmasi]. 4.Clarification [klarifikasi]. 5.Codification [kodifikasi] 6.Co-creation 7.Currency [mata uang]. 8.Communal Activation [aktivasi komunitas]. 9.Kesembilan, Conversation [obrolan]. 10.Commercialization [komersialisasi]. 11.Character [karakter]. 12.Care [perhatian]. 13. Collaboration [kolaborasi]


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