To accompany A Framework for Marketing Management, 2nd Edition BAB 1 Pendahuluan To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Latar Belakang Manfaat yang diperoleh konsumen dengan adanya revolusi digital: Meningkatnya kekuatan pembelian. Ragam barang dan jasa lebih besar. Meningkatnya informasi. Meningkatnya kenyamanan berbelanja Kesempatan untuk membandingkan antar barang lebih besar. To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Latar Belakang Manfaat yang diperoleh perusahaan dalam revolusi digital: Media promosi baru. Akses data riset lebih luas. Meningkatnya komunikasi karyawan dan perusahaan. Kemampuan untuk mengkustom promosi. To accompany A Framework for Marketing Management, 2nd Edition

Apa saja yang dapat dimarketingkan? Goods Services Experiences Events Persons Places Properties Organizations Information Ideas To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Definisi Pemasaran Definisi sosial kotler: “Pemasaran merupakan proses sosial yang dilakukan oleh individu maupun grup untuk mendapatkan apa yang mereka butuhkan dan inginkan melalui penciptaan, penawaran, dan pertukaran barang dan jasa yang bernilai satu sama lain” To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Definisi Pemasaran Definisi manajerial AMA : “Pemasaran merupakan proses perencanaan dan pengambilan keputusan terhadap konsep, harga, promosi dan distribusi terhadap ide,barang dan jasa untuk menciptakan pertukaran yang sesuai dengan tujuan individu dan organisasi.” To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Konsep Inti Pemasaran Target markets & segmentation Perbedaan kebutuhan, perilaku, demografi, psikografi digunakan untuk mengidentifikasi segmen. Segmen yang dilayani perusahaan disebut target pasar. Penawaran pasar disesuaikan dengan kebutuhan target pasar. To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Konsep Inti Pemasaran Belanja dapat dilakukan di : Marketplace (physical entity, Lowe’s) Marketspace (virtual entity, Amazon) Marketers (pemasar) seseorang yang mencari respon (perhatian, pembelian, pilihan, donasi) To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Konsep Inti Pemasaran Needs (kebutuhan) merupakan kebutuhan dasar manusia seperti ; makanan, udara, air, baju, kendaraan, rekreasi, hiburan. Kebutuhan menjadi keinginan (wants) ketika mereka diarahkan pada objek spesifik yang dapat memuaskan kebutuhannya Demands (permintaan) merupakan keinginan terhadap barang yang spesifik yang dibarengi dengan kemampuan untuk membayar To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Konsep Inti Pemasaran A Product merupakan berbagai macam penawaran yang dapat memenuhi kebutuhan dan keinginan. Sebuah penawaran menjadi sukses jika penawaran tersebut mampu memberikan nilai dan kepuasan kepada pelanggan To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Meningkatkan Nilai Pemasar dapat meningkatkan nilai yang ditawarkan kepada pelanggan dengan cara :: Raising benefits. Reducing costs. Raising benefits while lowering costs. Raising benefits by more than the increase in costs. Lowering benefits by less than the reduction in costs. To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Konsep Inti Pemasaran Exchange (pertukaran) merupakan proses untuk mendapatkan produk yang diinginkan dari seseorang dengan cara menawarkan sesuatu sebagai gantinya. Transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement. To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Konsep Inti Pemasaran Relationship marketing (pemasaran relasional) bertujuan untuk membangun hubungan jangka panjang yang saling menguntungkan antar pihak (pelanggan, suplier, distributor) untuk meningkatkan dan mempertahankan bisnis To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Konsep Inti Pemasaran Marketing Channels Communication channels Distribution channels Service channels Mengirim pesan kepada dan menerima pesan dari pelanggan (target buyer). Includes traditional media, non-verbal communication, and store atmospherics. To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Konsep Inti Pemasaran Marketing Channels Communication channels Distribution channels Service channels Display or deliver the physical products or services to the buyer / user. To accompany A Framework for Marketing Management, 2nd Edition

Konsep Inti Pemasaranepts Marketing Channels Communication channels Distribution channels Service channels Carry out transactions with potential buyers by facilitating the transaction. To accompany A Framework for Marketing Management, 2nd Edition

Core Marketing Concepts The following forces in the broad environment have a major impact on the task environment: Demographics Economics Natural environment Technological environment Political-legal environment Social-cultural environment To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Konsep Inti Pemasaran The marketing program is developed to achieve the company’s objectives. Marketing mix decisions include: Product: provides customer solution. Price: represents the customer’s cost. Place: customer convenience is key. Promotion: communicates with customer. To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition Orientasi Perusahaan The orientation or philosophy of the firm typically guides marketing efforts. Several competing orientations exist: Production concept Product concept Selling concept Marketing concept Customer concept Societal marketing concept To accompany A Framework for Marketing Management, 2nd Edition