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MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Chapter 13 Product and Pricing Strategies Introduction to.

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Presentasi berjudul: "MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Chapter 13 Product and Pricing Strategies Introduction to."— Transcript presentasi:

1 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Chapter 13 Product and Pricing Strategies Introduction to

2 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Learning Objectives  Identifikasi faktor-faktor yang mempengaruhi target market.  Identifikasi langkah-langkah untuk menciptakan produk baru.  Menjelaskan metode-metode atas product differentiation.  Identifikasi phase utama product life cycle.  Identifikasi faktor-faktor yang mempengaruhi keputusan harga/pricing decisions.

3 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Product and Pricing Strategy Firm's Expenses Firm's Profits and Value Firm’s Revenue Product Strategies Pricing Strategies Firm’s Cost of Production

4 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Classifications of Products  Convenience products  Shopping products  Specialty products

5 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Convenience Products Secara luas tersedia/Widely available. Sering dibeli/Purchased frequently. Mudah di dapat/Easily accessible. Secara luas tersedia/Widely available. Sering dibeli/Purchased frequently. Mudah di dapat/Easily accessible.

6 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Shopping Products Pelanggan suka melihat dan bandingkan harga serta kualitas. Tidak sering dibeli.

7 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Specialty Products Produk khusus. Keputusan membeli: Didasarkan pada preferensi pribadi.

8 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Product Line 1886 COCA-COLA 1960 FANTA 1961 SPRITE 1963 TAB 1966 FRESCA 1972 MR. PIBB 1974 SUGAR-FREE SPRITE Sebuah kumpulan produk/jasa yang terkait oleh sebuah perusahaan. COCA-COLA 1982 DIET COKE 1992 "NEW" COKE, RENAMED COKE II NESTEA 1994 FRUITOPIA 1995 BARQ'S 1997 SURGE CITRA Not inclusive Source: Coca-Cola Web Site march 2000

9 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Product Mix Bermacam-macam produk yang ditawarkan oleh suatu perusahaan. Product Mix

10 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Target Markets Sebuah kelompok individual atau organisasi dengan ciri serupa yang membeli produk tertentu.  Ada 2 (dua) target pasar:  Consumer  Industrial

11 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Factors Affecting Target Markets Demographics Geography Economic factors Social values

12 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Demographics

13 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Geographic Target Marketing Daerah global/ Global regions Negara-Negara/Nations Daerah nasional/National regions Negara, propinsi, kota besar, lingkungan Iklim/Climate Tanah lapang/Terrain Kepadatan penduduk/Population density

14 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Target Markets and Economic Factors Targeting by: –Business cycle: Recession, prosperity. –Interest rates:High, low.

15 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Target Markets and Social Values LifestylesPersonal values

16 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Marketing Research Akumulasi dan analisis data atas keputusan pemasaran. Purpose: Identifikasi kebutuhan pelanggan. Memahami persepsi pelanggan. Menguji ide produk baru. Investment: Perusahaan menanamkan dana dalam research and development (R&D). Perusahaan pabrikasi cenderung menanamkan lebih banyak uang daripada perusahaan jasa.

17 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Research and Design Purpose: Mengembangkan dan menguji new products. Meningkatkan keberadaan produk. Patent: mengijinkan hak ekslusif untuk memproduksi dan menjual produk tertentu. Purpose: Mengembangkan dan menguji new products. Meningkatkan keberadaan produk. Patent: mengijinkan hak ekslusif untuk memproduksi dan menjual produk tertentu.

18 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Steps to Create a New Product  Develop product idea.  Assess feasibility of idea.  Design and test product.  Distribute and promote product.  Post-audit product. Rocky Mountain Bicycles Business Online

19 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Product Differentiation Usaha untuk menciptakan ciri suatu produk dari produk kompetitif sehingga menjadi yang lebih diinginkan. Products are differentiated by: Unique design. Unique packaging. Unique branding.

20 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Classification of Brands Producer: Menunjukkan penghasil produk. Store: menunjukkan toko ritel dimana produk tersebut dijual. Arizona Jean Co.® Sports Cap Sold at JC Penney Generic: Produk tidak dimerek dan penjelasan produk menjadi sederhana.

21 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing Product Life Cycle Introduction Growth Maturity Decline Units/Sales Time Profits Pentium 133

22 MultiMedia by Stephen M. Peters© 2001 South-Western College Publishing PRICE Nilai atas sebuah produk. Factors which determine price: Cost of production. Supply of inventory. Competitor’s prices.


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