Introducing of Marketing & Customer Satisfaction Sumber Bacaan Kotler dan Keller, Prinsip-prinsip Pemasaran, Prentice Hall, 2009 Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003 Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007 M. Eko Fitrianto e.fitrianto@ymail.com | @fitrianto2001

Peta Pembelajaran “Manajemen Pemasaran” (Overall) Result (Findings) Marketing Research Value Compt Advt. What should we do ? Internal What? Unique? How to know ? Environment Analysis Important? Deliver? Needs & Wants External Start Cost? Create Vision& Mision Marketing + 3P Marketing Mix Product Price Distribution Promotion STP Segmentation Targeting Positioning Suistainble Strategy What Is Our Business ? Goal How to ? Cus. Satisf What we want to be in the future ? Branding Marketing Tools Mark Expan.

Peta Pembelajaran “Manajemen Pemasaran” (Introducing) (1) Definition (7) Company Orientation to market (2) Need, Wants and Demand Marketing Production Product (3) What is market ? Selling Marketing (6) Marketing Concept and Tools (4) Core marketing Concept ? (5) Scope of marketing STP Marketing Mix 10 Things we can offer to market Goods, Service, Place, Information, Experience, Properties, Idea, Event, Organization, Person

Introducing Characteristics and Scope of Marketing Marketing is a 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) Proses perencanaan dan pelaksanaan pemikiran, penetapan harga, promosi dan penyaluran gagasan, barang dan jasa untuk menciptakan pertukaran yang memenuhi sasaran-sasaran individu dan organisasi (AMA-American Marketing Association)

Needs, Wants, and Demands Kebutuhan (Needs) Tuntutan dasar manusia  Makan Keinginan (Wants) Hasrat akan pemuas kebutuhan tertentu  Mau makan apa? (Bakso, Sate, Nasi) Permintaan (Demands) Keinginan akan suatu produk yang didukung dengan kemampuan dan kesediaan untuk membelinya  Mobil BMW ? Demand States Negative demand No demand Latent demand Decline demand Irreguler Demand Full demand Excess demand Unwholesome demand

Core Marketing Concept Value and Satis-faction Exchange, Transaction & Relationship Markets

Marketing The Scope of Marketing Places Properties Organizations Information Ideas Goods Services Experiences Events Persons Marketing Typically seen as the task of creating, promoting, and delivery goods and services to consumer or bussiness

S P T Marketing Concepts And Tools Segmentation Targeting Positioning

Marketing Mix

Marketing Mix Strategy

Marketing Concepts And Tools Relationships and Networks Relationship marketing Marketing network Marketing Channels Supply Chain Competition Brand competition Industry competition Form competition Generic competition

Company Orientations Toward the Marketplace Prodction concept Product concept Selling concept Marketing concept

Pemasaran Jasa dalam konteks Pemasaran Relasional Orientasi ke Pasar Selling (jangka pendek) vs Marketing (jangka panjang) Selling Volume ? Marketing √ Relasional

Penekanan Pemasaran Relasional Mendapatkan konsumen baru memerlukan biaya 5 kali lipat lebih mahal daripada mempertahankan konsumen lama Pemeliharaan Rekrutmen

Strategi Pemasaran Relasional Refferal market Pasar Pelanggan (end user, intermediari) Pasar pemasok (modal, teknologi, kompetensi, kapabilitas) Pasar pengaruh (stock holder, pemerintah, pesaing, dll) Pasar internal (Internal perusahaan) Pasar Rekrutmen (Tenaga kerja=> Univ, Agen SDM, dll

Perbedaan pemasaran transaksional dan Pemasaran Relasional ASPEK PENJUALAN PEMASARAN FOKUS Penjualan Mempertahankan konsumen ORIENTASI Karakteristik produk Manfaat produk SKALA WAKTU Jangka pendek Jangka Panjang KOMITMEN KEPADA KONSUMEN Terbatas Tinggi KONTAK Rendah KUALITAS Urusan bagian operasi Urusan semua bagian

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