BAB 05 KINERJA PEMASARAN

Power Point Berdasarkan Buku yang ditulis Ujang Sumarwan, dkk Pemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dan Penciptaan Nilai bagi pemegang Saham

Marketing Strategic in Luxury Car Market Segment vs

KINERJA PEMASARAN

Road Map What & Why? How? Conclusion

WHAT & WHY?

Maksimum Shareholder Value Pokok Bahasan Biaya Pemasaran Strategi Pemasaran Maksimum Profit keuntungan jangka pendek tidak memberikan gambaran kinerja yang jelas Jangka pendek Aktivitas pemasaran Fokus terhadap aktivitas marketing Dianggap Penting oleh CEO, tapi tidak masuk dalam agenda bisnis Biaya Pemasaran Strategi Pemasaran Maksimum Shareholder Value -Balanced Scorecard Market and Customer Focus: Value Base Marketing Market Base Management Kinerja Pemasaran Discounted Future Cash Flow (jk. Panjang) Dividen Harga saham

MARKET ORIENTATION AND PERFORMANCE Effect: Perubahan Strategi Marketing MARKET ORIENTATION AND PERFORMANCE Cause : Pasar Globalisasi Perubahan Struktur Industri Revolusi Informasi Peningkatan Ekspektasi Pelanggan Customer Focus and Profitability Satisfaction Customer Satisfaction and Customer Retention (CSI) Customer Loyalty and Managing Customer Loyalty (CLI)

Customer Profitability : Perbedaan antara pendapatan yang diperoleh dan biaya yang berkaitan dengan hubungan dengan pelanggan selama periode tertentu (Farris dan Bendlel, 2006). Top tier customers - reward KELOMPOK PELANGGAN Second tier customers - grow Third tier customers - fire

Market Orientation and Performance Impact Customer Satisfaction Business with a strong customer focus strive to achieve hingh levels of customer satisfaction and customer loyalty Successful customer relationship marketing translates into higher levels of customer and business profitabilty Customer And Business Profitability Customer Relationship Marketing Customer Satisfaction And Customer Loyalty Customer – Focused Organization

HOW? Bagaimana Implementasi Pengukuran Kinerja Pemasaran yang akan Berdampak pada Shareholder Value

Kelompok Metriks Kinerja Pemasaran MARKETING PERFORMANCE METRICS Kelompok Metriks Kinerja Pemasaran Kegunaan Market Performance Metrics Mengukur kondisi pasar eksternal dan daya tarik pasar Competitive Performance Metrics Mencoba melihat daya saing dari produk Customer Performance Metrics Mengukur kinerja pelanggan : kepuasan pelanggan, retensi pelanggan, loyalitas pelanggan, customer awareness dan customer value

Financial Performance Metrics Marketing Performance metrics Interval Versus external performance metrics Financial Performance Metrics Cost Metrics Average cost per unit Marketing & sales expenses Operating expenses Productivity Metrics Inventory turnover Sales per employee Days of accounts receivable Profitability Metrics Return on sales Return on assets Return on invested capital Marketing Performance metrics Market Metrics Market growth rate Market share Market demand to potential Competitiveness Metrics Relative product quality Relative service quality Relative price and value Customer Metrics Customer satisfaction Customer retention Customer loyality

Measurement Perspective In – process versus end – result performance metrics Measurement Perspective In-Process Metrics End-Result Metrics Internal (in company) Products Defects Late Deliveries Billing Errors Accounts Receivable Inventory Turnover Net Profit / Earnings Return on Sales Margin per Unit Return on Assets Assets Turnover External (in market) Customer Satisfaction Relative Product Quality Relative Service Quality Intentions to Purchase Product Awareness Market Share Customer Retention Relative New-Product Sales Revenue per Customer Market Growth Rate Time Perspective

Net Marketing Contibution $90 million Measure of shareholder value Market Orientation and Cos Focus MP Shareholder Value Market demand 20 million Customer volume 1 million Market Share 5% ROS 6% Sales $500 million Total contribution $ 190 million Revenue per Customer $500 Assets $206 million ROA 14.5% Margin per Customer $190 Equity $183 million Variable cost per Customer $310 ROE 16.4% Net Marketing Contibution $90 million Capital = $150 million Cost = 120% EP $12 Marketing Expenses $100 million Operating income $ 50 million EPS $0.50 Shares $60 million Operating Expenses $40 million Net profit $ 30 million Share Price $15 PE Ratio 30 Taxes $ 20 million

Market Performance Metrics Summary Shareholder Value Net profit and Cash Flow Financial Performance Market Performance Metrics Customer Satisfaction, Retention and Purchase Behavior Marketing Strategy and Strategy Implementation

PERUBAHAN PERAN PEMASARAN Past Future Objective of marketing Create customer value Create shareholder value Marketing strategy Increase Market Share Develop and manage marketing assets Assumptions Positive market performance leads to positive financial performance Marketing strategies need to be tested in value terms Contribution Knowledge of customers,competitors and channels Knowledge of how to lever marketing to increase shareholder value Focus of marketing Marketing Orientation General Management Skills of marketing Specialist Specialist + General advocacy Importance of understanding customer Marketing’s role in creating shareholder value Concept of assets Tangible Intangible Rationale Improves Profit Increases shareholder value Performance measures Market share,customer satisfaction return on sales and investment Shareholder value:discounted cash flows

Perubahan Peran Marketing Strategi Marketing Shareholder Value CONCLUSION? Perubahan Peran Marketing Strategi Marketing Shareholder Value

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