13 Chapter Product and Pricing Strategies Introduction to

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1 13 Chapter Product and Pricing Strategies Introduction to
MultiMedia by Stephen M. Peters 2001 South-Western College Publishing

2 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

3 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

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

5 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

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

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

8 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

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

10 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

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

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

13 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

14 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

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

16 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

17 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

18 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

19 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

20 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

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

22 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