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

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

Classifications of Products Convenience products Shopping products Specialty products 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. MultiMedia by Stephen M. Peters 2001 South-Western College Publishing

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

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

Product Line Sebuah kumpulan produk/jasa yang terkait oleh sebuah perusahaan. COCA-COLA 1886 COCA-COLA 1960 FANTA 1961 SPRITE 1963 TAB 1966 FRESCA 1972 MR. PIBB 1974 SUGAR-FREE SPRITE 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 MultiMedia by Stephen M. Peters 2001 South-Western College Publishing

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

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

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

Target Markets and Social Values Lifestyles Personal values MultiMedia by Stephen M. Peters 2001 South-Western College Publishing

Akumulasi dan analisis data atas keputusan pemasaran. 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. 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. 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 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. 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. MultiMedia by Stephen M. Peters 2001 South-Western College Publishing

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