4&5_aspek pasar & pemasaran

8/13/2019 4&5_aspek Pasar & Pemasaran

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ASPEK PASAR & PEMASARAN

-faktor pasar dan pemasaran yangdapat mempengaruhi kelangsungan

sn s yang a an a an an


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PASAR


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Market is corps of people who have :

- Need of product or service (Need)

- Want to satisfaction (Want)

- Money to spend (Money)- Willingness for expense (behavior)


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Pasar Produsen :

Persaingan Sempurna, Monopoli

Konsumen, Industri, Reseller


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Permintaan ;

adalah jumlah barang yang dibutuhkan konsumen yang

mempunyai kebutuhan pada berbagai tingkat harga aya e ;

Efektif ada

Subject ;

Konsumen individu

Pasar kolektif

Penawaran ;adalah berbagai kuantitas barang yang ditawarkan di pasarpada berbagai tingkat harga

Berlakunya hukum Supply and Demand


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TTRENDREND PPROJECTIONSROJECTIONS

Fitting a trend line to historical data points toFitting a trend line to historical data points to-- -- --

Linear trends can be found using the leastLinear trends can be found using the least

squares ec n quesquares ec n que^

where ywhere y = computed value of the variable to be predicted= computed value of the variable to be predicted^ aa = y= y--axis interceptaxis interceptbb = slope of the regression line= slope of the regression linexx = the independent variable= the independent variable


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LLEASTEAST SSQUARESQUARES MMETHODETHOD

Equations to calculate the regression variablesEquations to calculate the regression variables

yy == aa ++ bxbx^

xyxy -- nxynxy

xx22 -- nxnx22

a = ya = y -- bxbx


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USING A TREND LINE

Year Demand

1999 74

electrical power at

N.Y.Edison over the

2000 79 years 1997 2003 isgiven at the left. Find

2002 90 the overall trend.

2004 142

2005 122


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LLEASTEAST SSQUARESQUARES EEXAMPLEXAMPLE

meme ec r ca owerec r ca owerYearYear Period (x)Period (x) DemandDemand xx22 xyxy

19991999 11 7474 11 7474

20002000 22 7979 44 158158

20012001 33 8080 99 240240

20032003 55 105105 2525 52552520042004 66 142142 3636 852852

xx == 2828 yy == 692692 xx22 == 140140 xyxy == 33,,063063

xx == 44 yy == 9898..8686

bb = = == = = 1010..5454xyxy -- nxynxy

xx22 -- nxnx22

33,,063063 -- ((77)()(44)()(9898..8686))

140140 -- 77 4422

aa == yy -- bxbx == 9898..8686 -- 1010..5454((44) =) = 5656..7070


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LLEASTEAST SSQUARESQUARES EEXAMPLEXAMPLE

meme ec r ca owerec r ca owerYearYear Period (x)Period (x) DemandDemand xx22 xyxy

19991999 11 7474 11 7474

20002000 22 7979 44 158158

20012001 33 8080 99 240240The trend line is

20032003 55 105105 2525 52552520042004 66 142142 3636 852852

y = 56.70 + 10.54x^

xx == 2828 yy == 692692 xx22 == 140140 xyxy == 33,,063063

xx == 44 yy == 9898..8686

bb = = == = = 1010..5454xyxy -- nxynxy

xx22 -- nxnx22

33,,063063 -- ((77)()(44)()(9898..8686))

140140 -- 77 4422

aa == yy -- bxbx == 9898..8686 -- 1010..5454((44) =) = 5656..7070


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LLEASTEAST SSQUARESQUARES RREQUIREMENTSEQUIREMENTS

1.1. We always plot the data to insure aWe always plot the data to insure alinear relationshiplinear relationship

..beyond the databasebeyond the database

3.3. Deviations around the least squaresDeviations around the least squares

line are assumed to be randomline are assumed to be random


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PELUANG & PERSAINGAN

Gambaran tentang peluang dan persaingan yang

berada dipasar


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MARKET SHARE

Target yang diharapkan dapat dicapai oleh

perusahaan dalam sebuah persaingan pasar

23%

45%

32%

Swasta Pemerintah Lain-lain


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WHAT IS MARKETING?WHAT IS MARKETING?

Process by which individuals and groups obtain what they needneedand wantwant throu h creatin and exchan in roductsexchan in roducts and valuevaluewith others.

The process by which companies create value for customers and

from customers in return (Kotler & Amstrong 2006).

Marketing is a strategic business discipline that directs theprocess of creating, offering, and changing value from one

.

More simply: Marketing is the delivery of customer satisfactionat a profit.


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CORE MARKETING CONCEPTSCORE MARKETING CONCEPTS

and

Services

Needs, wants,and demands

CoreMarketingConcepts

CoreMarketingConcepts

Value, satisfaction,and quality

Markets

Exchange, transactions,and relationships


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MARKETING STRATEGY

Product

Price

Place Promotion

Distribution


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ar e egmen a on,,

for Competitive Advantage


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STEPS IN SEGMENTATION,

,

6. Develop MarketingMix for Each Target Segment

4. Select Tar et

5. Develop Positioningfor Each Target Segment

Positioning

3. Develop Measuresof Segment Attractiveness

Segment (s) MarketTargeting

1. Identify Bases

2. Develop Profilesof Resulting Segments

Market Segmentationfor Segmenting the Market


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MARKET SEGMENTATION

The process by which customers in markets with

some heterogeneity can be grouped into smaller,more similar or homogeneous segments

McCarthy A re atin rocess clusterin to ether eo le with similar needs into a

relatively homogeneous group of customer who will respond to a marketingmix in a similar way.

Kotler e ac o en y ng, pro ng an v ng a mar e n o a sma er groups

of buyers distinct needs, characteristic or behavior who might requireseparate products and / or marketing mixes.

Kasali Proses mengkotak-kotakkan pasar (yang heterogen) ke dalam kelompok-2

potential customers yang memiliki kesamaan kebutuhan dan ataukesamaan karakter yang memiliki respons yang sama dalammembelan akan uan n a


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BASES FOR SEGMENTING CONSUMER MARKETS

Geographic

,Size, Density, Climate Demographic

Age, Gender, Family size, ,

Occupation, or Income ...

Lifestyle or Personality

Psychographic

Occasions, Benefits,

Behavioral

Uses, or Att itudes


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SEGMENTATION :

TUJUAN

Menguasai posisi yg superior dan kompetitif

ampu men esa n pro u -pro u yang e

memenuhi kebutuhan pasar

e mu a un u mengana sa pasar

Membuka jalan untuk menemukan market niche

Dapat menentukan strategi komunikasi yang lebih

.


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Targeting: The decision about which segment (s) a business

decides to priorities for its sales and marketing efforts

marketers evaluate the attractiveness of each potential

,

decide which of these groups they will try to turn into

customers.

Target market:

customers as a result of segmentation and targeting.


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: The process of creating an image for a product in the mind of

target customers Positioning (Ries & Trout): starts with a product but

positioning is not what you do with a product. Positioning iswhat you do in the mind of the prospect. That is, you position

e pro uc n e m n o e prospec .

the act of designing the companys offering and image tothe act of designing the companys offering and image tooccupy a distinctive place in theoccupy a distinctive place in the thethe target markets mind.target markets mind. --

Adalah pertempuran untuk merebut sebuah kapling di benakkonsumen.

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