Marketing Mix Dwiyadi S W. Konsep dasar: our job is not to find the right customers for our product, but to find the right product for your customers.

Presentasi berjudul: "Marketing Mix Dwiyadi S W. Konsep dasar: our job is not to find the right customers for our product, but to find the right product for your customers."— Transcript presentasi:

1 Marketing Mix Dwiyadi S W

2 Konsep dasar: our job is not to find the right customers for our product, but to find the right product for your customers Educated entrepreneurs memiliki pemahaman lebih mengenai bisnis, salah satunya integrated marketing.

3 Marketing Stimuli 1.Product n 2.service 3.Price 4.Distribution 5.Communication Marketing Stimuli 1.Product n 2.service 3.Price 4.Distribution 5.Communication Other Stimuli 1.Economic 2.Technological 3.Political 4.Cultural Other Stimuli 1.Economic 2.Technological 3.Political 4.Cultural Consumer Psychology 1.Motivation 2.Perception 3.Learning 4.Memory Consumer Psychology 1.Motivation 2.Perception 3.Learning 4.Memory Consumer Characteristics 1.Cultural 2.Social 3.Personal Consumer Characteristics 1.Cultural 2.Social 3.Personal Buying Decision Process 1.Problem recognition 2.Information search 3.Evaluation of alternative 4.Purchase decision 5.Post purchase behavior Buying Decision Process 1.Problem recognition 2.Information search 3.Evaluation of alternative 4.Purchase decision 5.Post purchase behavior Purchase decision 1.Product choice 2.Brand choice 3.Dealer choice 4.Purchase amount 5.Purchase timing 6.Payment method Purchase decision 1.Product choice 2.Brand choice 3.Dealer choice 4.Purchase amount 5.Purchase timing 6.Payment method

4 Marketing Mix Product (Variasi,kualitas,desain,fitur,brand name,kemasan,ukuran/size,pelayanan,garansi) Price (discon,periode pembyaran,tukartambah,cara membayar,credit term) Promotion (iklan,PR,sales promotion,direct marketing,sales force) Place (Chanel,coverage,lokasi,inventori,transport)

5 A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas

6 Product Product Differentiation Product form/ bentuk Features/ fitur Customization/ sesuai pesanan Performance/ kualitas Conformance/ memenuhi harapan Durability/ ketahanan Reliability/ dapat dipercaya Repairability/ perbaikan Style/ estetika

7 Service Differentiation Ordering ease/ kemudahan order Delivery/ pengiriman Installation Customer training Customer consulting Maintenance and repair Returns

8 Packaging Objectives Identify the brand Convey descriptive and persuasive information /menyampaikan informasi Facilitate product transportation and protection Assist at-home storage/ membantu penyimpanan

9 Functions of Labels Identifies Grades/ menggolongkan Describes Promotes

10 PRICE Steps in Setting Price Select the price objective Determine demand Estimate costs Analyze competitor price mix Select pricing method Select final price

11 Selecting the Pricing Objective Survival Maximum current profit Maximum market share (set lowest price, berharap higher sales volume) Maximum market skimming/harga awal tinggi (teknologi) Product-quality leadership

12 Place Strategi tempat yaitu menciptakan bagaimana tempat tersebut dapat menjadi salah satu faktor pendorong konsumen untuk mengkonsumsi produk tersebut. Jika produk tersebut adalah kategor FMCG (fast moving consumer goods) seperti sabun, makanan ringan, pasta gigi dan sejenisnya maka strategi tempat yang dilakukan adalah memilih chanel distribusi yang disesuaikan dengan tujuan produk tersebut

13 Promotion Konsumen dapat menerima dan terpengaruh oleh komunikasi pemasaran. Lima komponen dalam komunikasi adalah penerima, media, pesan, pengirim pesan, feedback.

14 Sang pengirim pesan dalam komunikasi mengirimkan pesan (encode) menggunakan kata, gambar, symbol, atau orang yang mengirim pesan dan mengirim pesan tersebut dengan memiih media / channel. Dan penerima pesan menerima pesan (decodes) karakteristik dan pengalaman mereka dan merespon berdasarkan factor-faktor perspektif, psychological, dan komprehensif

15 Ada tiga elemen dalam proses komunikasi : pengirim pesan (personal/merek/perusahaan), alat/media ( media yang dipilih untuk meraih pelanggan potensial sesuai target/tujuan pengirim pesan), and penerima pesan ( pengambil keputusan untuk menggunakan produk yang diinginkan sesuai kebutuhan)