The Blood and The Temperament By Toshitaka Nomi 20/04/20151Fauzan Asmara & Associates, Inc.

Presentasi berjudul: "The Blood and The Temperament By Toshitaka Nomi 20/04/20151Fauzan Asmara & Associates, Inc."— Transcript presentasi:

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2 The Blood and The Temperament By Toshitaka Nomi 20/04/20151Fauzan Asmara & Associates, Inc.

3 Disiplin Prosedural Dapat dipercaya ulet Perfectionis Setia Rentan stress Tertutup Keras kepala Sulit kompromi 20/04/20152Fauzan Asmara & Associates, Inc.

4 Kreatif Fleksibel Berani Banyak ide Suka kebebasan Romantis Pemberontak Malas Kurang tuntas Kurang tg jawab Berkepribadian ganda 20/04/20153Fauzan Asmara & Associates, Inc.

5 Demokratis Empaty Terapis Kompromis Netral Gampang terpengaruh Ragu-ragu Kurang tegas 20/04/20154Fauzan Asmara & Associates, Inc.

6 Orator Ambisius Berani Fashion Leader sexy Kaya Ide Sombong Kekanak kanaan Egois Kejam Experiencial 20/04/20155Fauzan Asmara & Associates, Inc.

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8 Pendidikan S1 Ekonomi S2 Magister Manajemen S3 Doktor Ilmu Ekonomi

9 Hobi Membaca Main Musik Arung Jeram Memancing Suka Bergaul

10 Marketing Management 20/04/20159 Fauzan Asmara & Associates, Inc.

11 THE R R R RISE A AND THE FALL OF M. LEADER Xoncee Vicee AXI Densol Pepsodent Prodent Ni ke BATA BAYGON RAID Sari Puspa AUTAN SASA Veltsin, etc. MARKET LEADER BEHAVIOUR 20/04/201510Fauzan Asmara & Associates, Inc.

12 Everybody has the same playground! PEOPLE POWER IN MARKETING 20/04/201511Fauzan Asmara & Associates, Inc.

13 - Revolutionary Technology - Globalisation - New Business Methods - Flexible Manufacturing - Revolutionary Technology - Globalisation - New Business Methods - Flexible Manufacturing 20/04/201512Fauzan Asmara & Associates, Inc.

14 To heat up Markets ! 20/04/201513Fauzan Asmara & Associates, Inc.

15 The foundation THE PROCESS OF PLANNING AND EXECUTING THE CONCEPTION PRICING, PROMOTION AND DISTRIBUTION OF IDEAS, GOODS, AND SERVICES TO CREATE EXCHANGES THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL OBJECTIVE. (AMA’s marketing defininition) 20/04/201514Fauzan Asmara & Associates, Inc.

16 Marketing is not only much broader than selling, it is not specialized activity at all. Marketing encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer point of view. (Drucker, 1959) Marketing is a way of doing business by satisfying customers’ needs better than competitors (Levitt, 1960) 20/04/201515Fauzan Asmara & Associates, Inc.

17 Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Kotler & Amstrong, 2001) Marketing is to establish, develop and commercialize long-term customer relationships, so that the objectives of the parties involved are met. This is done by a mutual exchange and keeping of promises (Gronroos, 1989) 20/04/201516Fauzan Asmara & Associates, Inc.

18 The Traditional Image of the Firm and the Market VS the Complex Network Reality 20/04/201517Fauzan Asmara & Associates, Inc.

19 Persh. seolah-olah sudah mengimplementasi konsep pemasaran (Trapping of Marketing), jika: (Ames, 1970) Sudah diungkap oleh Top Manajemen dlm pidato atau laporan tahunan Pembentukan organisasi pemasaran, spt. Adanya Dir. Pemasaran, pendirian bagian Riset Pemasaran Penerapan mekanisme administrasi baru, spt perencanaan pemasaran secara formal, sistem penjualan, dan sejenisnya Peningkatan anggaran pemasaran 20/04/201518Fauzan Asmara & Associates, Inc.

20 Penyebab Trapping of Marketing Kurangnya pemahaman tentang konsep pemasaran yang akan diimplementasikan Meskipun para eksekutif memahami implikasi positif dari penerapan pemasaran, mereka tidak melakukan tindakan yg dibutuhkan penerapan konsep tsb. Mereka gagal menciptakan mekanisme administrasi yg dibutuhkan untuk effektifitas penerapan konsep tsb. 20/04/201519Fauzan Asmara & Associates, Inc.

21 Kritik thd implementasi konsep Pemasaran Pengetahuan ttg pelanggan hanya dipakai oleh para manajer untuk mempengaruhi/memperdayai mereka bukan sbg dasar memuaskan kebutuhan mereka Informasi pengembangan produk baru tidak mungkin bisa diperoleh dari para pelanggan karena tidak bayak pelanggan yang mampu mengungkapkan keinginan dan kebutuhan yang benar-benar baru Konsep pemasaran dianggap menghambat kegiatan inovasi yang pada akhirnya menurunkan daya saing perusahaan di pasar 20/04/201520Fauzan Asmara & Associates, Inc.

22 Peran Pemasaran dlm Organisasi (Webster, 1992, 1997) Tingkat korporasi  meletakkan kepentingan pelanggan sebagai unsur utama dalam penetapan kebijakan persh. dan menyebarkan nilai tersebut ke seluruh lini organisasi Tingkat SBU  membantu dalam penetapan atau pemilihan segmen pasar yang akan dijadikan pasar sasaran dan posisi persh./produk di pasar Tingkat operasional  menindak-lanjuti strategi bisnis yg sudah ditetapkan melalui bauran pemasaran dengan tetap mengacu pada penyediaan superior value kepada para pelanggan Tiga dimensi Konsep Pemasaran: Sebagai budaya Sebagai strategi Sebagai taktik 20/04/201521Fauzan Asmara & Associates, Inc.

23 Proporsi Dimensi Pemasaran pada Tingkatan Organisasi Tingkat Korporat Tingkat Unit Bisnis Tingkat Operasional Pemasaran sebagai Budaya Pemasaran sebagai Strategi Pemasaran sebagai Taktik 20/04/201522Fauzan Asmara & Associates, Inc.

24 OF PRICING POLICY COST DEMAND COMPETITOR 20/04/201523Fauzan Asmara & Associates, Inc.

25 Advertising Direct Selling Sales Promotion Publicity Marketing Public Relation Advertising Direct Selling Sales Promotion Publicity Marketing Public Relation 20/04/201524Fauzan Asmara & Associates, Inc.

26 PRODUCT EXCHANGE TRANSACTION RELATIONSHIP VALUE COST SATISFACTION NEEDS WANTS DEMAND 20/04/201525Fauzan Asmara & Associates, Inc.

27 The differences between someone actual conditions and their desired conditions; to become the driving forces behind all activities Fauzan Asmara & Associates, Inc.20/04/201526

28 A measure of the desire that potential consumers have for a product and their ability and willingness to pay for it 20/04/201527Fauzan Asmara & Associates, Inc.

29 What is a product? Product is anything that can be offered to a market that might satisfy a want or need 20/04/201528 Service is activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything Fauzan Asmara & Associates, Inc.

30 Three Levels of Product 20/04/201529 Core Benefit Fauzan Asmara & Associates, Inc.

31 Product Classifications Convenience Product Shopping Product Specialty Product Unsought Product 20/04/201530Fauzan Asmara & Associates, Inc.

32 Marketing Considerations for Consumer Products Marketing Consideration ConvenienceShoppingSpecialtyUnsought Customer Buying Behavior Frequent purchase, little planning, little comparison or shopping effort, low involvement Less frequent purchase, much planning & shopping effort, comparison of brands on price, quality, style Strong brand preference and loyalty, special purchase effort, little comparison of brand, low price sensitivity Little product awereness, knowledge (or, if aware, little or even negative interest) Price Low price Higher price High price Varies Distribution Widespread distribution, convenience location Selective distribution in fewer outlets Exclusive distribution in only one or a few outlets per market area varies Promotion Mass promotion by the producer Advertising & personal selling by both producer and reseller More carefully targeted promotion by both producer and relsellers Aggressive advertising and personal selling by producer&reseller Example Toothpaste, magazines, laundry detergent, fast food TV, furniture, clothing, hotel Luxury goods, such as Rolex watches or fine crystal, lamborghini Life insurance, red cross blood donations 31 Type of Consumer Product

33 Individual Product Decisions 20/04/201532 Product attributes Branding Packaging Labeling Product Support Service Fauzan Asmara & Associates, Inc.

34 Developing the Marketing Mix 20/04/2015 33 Variety Quality Design Features Brand name Packaging services Advertising Direct selling Sales promotion Publicity Public relations List price Discount Allowances Payment period Credit terms Channels Coverage Assortments Locations Inventory Transportation Logistics Target Customer Intended Positioning Fauzan Asmara & Associates, Inc.

35 Daur Hidup Produk 20/04/201534 1.Tahap pengenalan, yaitu tahap ketika pertama kali produk dikenalkan di pasar. 2.Tahap pertumbuhan, yaitu Penjualan mulai mengalami peningkatan secara dramatis. 3.Tahap kedewasaan, yaitu pesaing telah memasuki pasar, karena itu walaupun penjualan mengalami puncaknya pada tahapan ini, laba mulai menurun. 4.Tahap penurunan, yaitu produk telah tidak memenuhi lagi keinginan, selera, dan kebiasaan pembeli. Respon pasar menjadi negatif sehingga penjualan mengalami penurunan Fauzan Asmara & Associates, Inc.

36 Grafik Daur Hidup Produk 20/04/201535 Volume Penjualan Pengenalan Produk ditargetkan pada suatu pasar tertentu dan dikenalkan pada pasar tersebut Pertumbuhan Seiring berjalannya waktu, produk lebih dikenal di pasar, dan volume penjualan pun meningkat Kedewasaan Volume penjualan mencapai puncak pada akhir tahap pertumbuhan, kemudian penjualan mulai stabil dan cenderung menurun sebagai akibat persaingan dari produk baru dan yang telah ada sebelumnya Penurunan Volume penjualan menurun seiring menurunnya permintaan akan produk tersebut atau meningkatnya persaingan Waktu Fauzan Asmara & Associates, Inc.

37 The 2th ultimate component of product - Tangible - Intangible The 2th ultimate component of product - Tangible - Intangible 20/04/201536Fauzan Asmara & Associates, Inc.

38 PRODUCT CATEGORY JASA MURNI JASA UTAMA CAMPURAN PRODUK UTAMA PRODUK MURNI 20/04/201537Fauzan Asmara & Associates, Inc.

39 Intangibility ‘manage the evidence` ‘tangibilize the intangible` (Levitt) Place, atmosphere, people, equipment, physical facilities Inseparability terjual ---> diproduksi dan dikonsumsi secara bersamaan Jasa menjual PROSES Peranan SDM sangat crucial Investasi dalam hal rekruitment dan pengembangan SDM Intangibility ‘manage the evidence` ‘tangibilize the intangible` (Levitt) Place, atmosphere, people, equipment, physical facilities Inseparability terjual ---> diproduksi dan dikonsumsi secara bersamaan Jasa menjual PROSES Peranan SDM sangat crucial Investasi dalam hal rekruitment dan pengembangan SDM 20/04/201538Fauzan Asmara & Associates, Inc.

40 Perishability (tidak tahan lama) - Initiating price cut - Additional Value - Part timer - Reservation - Reducing idle capacity Variability Non-standardized out-put depend on Who? When? Where? Tight Quality Control Through S O P (Standard Operating Procedure) Perishability (tidak tahan lama) - Initiating price cut - Additional Value - Part timer - Reservation - Reducing idle capacity Variability Non-standardized out-put depend on Who? When? Where? Tight Quality Control Through S O P (Standard Operating Procedure) 20/04/201539Fauzan Asmara & Associates, Inc.

41 EXCHANGEEXCHANGE IS THE ACT OF OBTAINING A DESIRED PRODUCT FROM SOMEONE BY OFFERING SOMETHING IN RETURN 20/04/201540Fauzan Asmara & Associates, Inc.

42 MARKETING SYSTEM CORE COMPONENTS 20/04/201541Fauzan Asmara & Associates, Inc.

43 Marketing is how to control quality, price, promotion and distribution of company’s product 20/04/201542Fauzan Asmara & Associates, Inc.

44 Marketing is how to satisfy customers’s needs 20/04/201543Fauzan Asmara & Associates, Inc.

45 Marketing is how to control competition by leading the market 20/04/201544Fauzan Asmara & Associates, Inc.

46 Marketing is how to balance between internal and external needs 20/04/201545Fauzan Asmara & Associates, Inc.

47 BUSINESS ENDS The Production oriented efficiency The Product oriented quality The Selling oriented sales volume The Marketing oriented customer satisfaction Socio Marketing oriented c.s. & community devlp The Market oriented market leader The Strategic oriented competitive advantage 20/04/201546Fauzan Asmara & Associates, Inc.

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49 Establishing service performance standards Measuring performance again benchmarks Recognizing and rewarding exemplary behavior Maintaining enthusiasm for the customer at all times Establishing service performance standards Measuring performance again benchmarks Recognizing and rewarding exemplary behavior Maintaining enthusiasm for the customer at all times 20/04/201548Fauzan Asmara & Associates, Inc.

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52 The Question is How to gain winning customers and outperforming competitors? 20/04/201551Fauzan Asmara & Associates, Inc.

53 Is not just building products, but how to build customers through create customers’ value 20/04/201552Fauzan Asmara & Associates, Inc.

54 CUSTOMER VALUE Product Value Service Value Personal Value Image Value Monetary Cost Time Cost Energy Cost Mind Cost 20/04/201553Fauzan Asmara & Associates, Inc.

55 Total Customer Value Product Service Personal Image 20/04/201554Fauzan Asmara & Associates, Inc.

56 Product Features Performance Conformity Durability Reliability Reparability Style Design, ect. 20/04/201555Fauzan Asmara & Associates, Inc.

57 Service Ordering easy Delivery Customer training Customer consulting Maintenance & Repair Installation Guarantee After sales service, ect. 20/04/201556Fauzan Asmara & Associates, Inc.

58 Personal Visual Image Gesture Movement Militant Body posture Intimacy Courtesy Facial Expression Caring Observant Mindful Friendly Obliging Responsiveness Tactful Responsible 20/04/201557Fauzan Asmara & Associates, Inc.

59 Image Symbol Media Atmosphere Event 20/04/201558Fauzan Asmara & Associates, Inc.

60 SATISFACTION “ is the level of a person’s felt state resulting from comparing a product’s perceived performance in relation to the person’s expectation “ 20/04/201559Fauzan Asmara & Associates, Inc.

61 THE LEVEL OF SATISFACTION BASIC EXPECTED DESIRED A M A Z I N G UNANTICIPATED SERVICE EXCELLENCE 20/04/2015 60

62 Basic marketing Reactive marketing Accountable marketing Proactive marketing Partnership marketing Basic marketing Reactive marketing Accountable marketing Proactive marketing Partnership marketing 20/04/201561Fauzan Asmara & Associates, Inc.

63 Apa itu pelanggan (customer)? Apa itu konsumen (consumer)? Adakah perbedaan diantara keduanya? Apa itu kepuasan pelanggan? Pentingnya kepuasan pelanggan: Untuk mendorong terjadinya repeat purchases atau customer retention Untuk mendorong terjadinya positive word of mouth Menarik pelanggan baru biayanya lebih mahal daripada mempertahankan pelanggan yang sudah ada 20/04/201562Fauzan Asmara & Associates, Inc.

64 Customer ? Consumer? Why are They so Important to satisfy? 20/04/2015Fauzan Asmara & Associates, Inc.63

65 Tiga pendorong utama untuk mencapai tujuan customer relationship management yaitu terciptanya high customer equity Value equity  penilaian objektif pelanggan terhadap kegunaan produk persh berdasarkan persepsi mereka atas manfaat yang diperoleh dan biaya yg mereka keluarkan Brand equity  penilaian subjektif pelanggan terhadap sebuah merk, yang biasanya jauh diatas nilai objektif dari merk tsb. Relationship equity  kecenderungan pelanggan untuk setia terhadap merk tertentu 20/04/201564Fauzan Asmara & Associates, Inc.

66 PROFIT TRIANGLE 20/04/201565Fauzan Asmara & Associates, Inc.

67 TOTAL QUALITY MARKETING Quality must be perceived by customers Quality must be reflected in every company activity Quality requires total employee commitment Quality requires high-quality partner Quality can always be improved Quality improvement sometimes requires quantum leaps Quality is necessary but may not be sufficient A quality drive cannot save a poor product 6620/04/2015Fauzan Asmara & Associates, Inc.

68 Marketing Planning (Group Assignment) Executive summary Current marketing situation Threats and opportunities analysis Objectives and Issues Marketing strategy Action programs Budgets Controls 20/04/201567Fauzan Asmara & Associates, Inc.