2-konsep mnj pemasaran
TRANSCRIPT
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Konsep Konsep
Manajemen Manajemen PemasaranPemasaran
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Why need management…?Why need management…?
• Mencapai tujuan (individu dan Mencapai tujuan (individu dan organisasi)organisasi)
• Keseimbangan antara tujuan yg Keseimbangan antara tujuan yg bertentangan (pemilik, karyawan, bertentangan (pemilik, karyawan, konsumen, kreditur, pemerintah)konsumen, kreditur, pemerintah)
• Mencapai EFISIENSI dan Mencapai EFISIENSI dan EFEKTIFITASEFEKTIFITAS
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Manajemen
Sbg “SENI dan ILMU” (Follet, Schein, John F Mee)
Fungsional (Stoner, GR Terry, Gullick, Ernest Dale, Donnel, Oet dan Dowman)
Pendekaan Rekayasa Industri, Teori Organisasi, Perilaku, Tanggungjawab
Fasilitas 6M
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•CustomersCustomers – are the people who – are the people who buy the productsbuy the products
•ConsumersConsumers – are the people who – are the people who actually use the productactually use the product
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Strategi PemasaranStrategi Pemasaran
It is a combination of target markets and marketing mixes.
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MarketMarket
• A market is all potential A market is all potential customers who share common customers who share common needs and wants, and who have needs and wants, and who have the ability and willingness to buy the ability and willingness to buy the product.the product.
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RenStra MarketingRenStra Marketing• Target MarketingTarget Marketing
– Riset PasarRiset Pasar– Segmentasi PasarSegmentasi Pasar– Positioning Positioning
• Lingkungan BersaingLingkungan Bersaing
• Marketing MixMarketing Mix
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1.Market Research1.Market Research
•Identify costumer and Identify costumer and consumer needs, financial consumer needs, financial to buy product (budget)to buy product (budget)
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2. Market Segmentation2. Market Segmentation
• Pembagian/pengelompokan Pembagian/pengelompokan kondisi pasar yg heterogen kondisi pasar yg heterogen menjadi homogen dg berbagai menjadi homogen dg berbagai karakteristikkarakteristik
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Seven Segmentation Bases:Seven Segmentation Bases:
SixSix Segmentation Bases Segmentation Bases
GeographyGeography DemographicsDemographics PsychographicsPsychographics
BehaviorBehavior Product-relatedProduct-related Channel of Channel of
distributiondistribution
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3. Market Penetration3. Market Penetration
•Mengetahui ketangguhan Mengetahui ketangguhan pasar dalam pemasaran pasar dalam pemasaran produknyaproduknya
•Pendekatannya dg Pendekatannya dg POSITIONING (posisi POSITIONING (posisi persaingan pasar)persaingan pasar)
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Alternative Strategies Alternative Strategies by Industry Positionby Industry Position
Market LeadersMarket Leaders Market ChallengersMarket Challengers Market FollowersMarket Followers Market NichersMarket Nichers
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Lingkungan Bersaing
Company’s Value Chain
Distributors Suppliers
Customers
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Marketing MixMarketing Mix
• A marketing mix includes those controllable factors that have been chosen to satisfy customer needs.
• The eight controllable factors are product, price, place, promotion, packaging, programming, partnership, and people.
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MARKETING MIXMARKETING MIX
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The 4 P’s of the Marketing MixThe 4 P’s of the Marketing Mix
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The Marketing MixThe Marketing Mix