Tata Cara PERKULIAHAN
Perkuliahan mendasarkan pada diskusi kelas yang• Perkuliahan mendasarkan pada diskusi kelas yang interaktif.
• Setiap kali datang ke kelas diharapkan mahasiswa• Setiap kali datang ke kelas diharapkan mahasiswa selalu siap untuk berpartisipasi secara aktif dalam diskusi Dosen hanya akan berperan sebagai
d d f ilit tpemandu dan fasilitator.
• Mahasiswa masuk kelas ini harus dalam keadaanbahagia dan tidak memikirkan masalah diluar matabahagia dan tidak memikirkan masalah diluar matakuliah ini serta siap menerima pelajaran
Dan siap bekerjasama baik dengan Dosen• Dan siap bekerjasama, baik dengan Dosenmaupun mahasiswa yang lain
Komposisi Nilai
• Tugas / Presentasi sebesar 40 %
p
Tugas / Presentasi sebesar 40 %
UTS dan UAS sebesar masing sebesar• UTS dan UAS sebesar masing sebesar25%
• Absensi 10%
Absensi/Nilai Kehadiran
• Bila tidak hadir di mata kuliah ini sebanyak 5 kali maka nilai pasti C
• Bila dalam tugas terakhir mahasiswa tidak hadir Nilaipasti C
• Absensi 100%, mahasiswa dipastikan mendapatkanil i i i l Bnilai minimal B
What is Marketing…??What is Marketing…??
Selling?Advertising?Promotions?Making products available in stores?M i t i i i t i ?Maintaining inventories?
All of the above, plus much more!All of the above, plus much more!
5
Marketing = ?Marketing = ?
Marketin is the pro ess of plannin andMarketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods services to create exchanges thatgoods, services to create exchanges that satisfy individual and organizational
lgoals
American Marketing Association6
American Marketing Association
Simple Marketing SystemCommunication
Industry MarketGoods/services
(a collection of sellers)
(a collection of Buyers)
Moneyy
7 Information
Marketing VS Sales
Starting
Marketing VS Sales
Existing Selling and Profits through
Startingpoint Focus Means Ends
Factory Existingproducts
Selling andpromotion
Profits throughsales volume
(a) The selling concept
Profits through
(a) The selling concept
Market Integratedmarketing
Profits throughcustomer
satisfactionCustomer
needs
(b) The marketing concept
Traditional Organi ation ChartTraditional Organization Chart
TopManagement
Middle Management
Management
Front-line people
Customers
The 4 Ps & 4Cs
Marketing ConvenienceMarketingMix
Convenience
Product Place
Price PromotionCustomerSolution
Customer Communication
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Cost
Difference Between - Sales & Marketing ?Difference Between - Sales & Marketing ?
Salestrying to get the customer to want what thetrying to get the customer to want what the company produces
M k tiMarketingtrying to get the company produce what the customer wantscustomer wants
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Core Concepts of MarketingCore Concepts of Marketing
Needs, wantsdemands
Utility, Value &SatisfactionProductsdemands Satisfaction
Markets Marketing &Marketers
Xchange, TransactionRelationshipsMarketers p
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Core Concepts of MarketingCore Concepts of Marketing
Need food ( is a must )Need – food ( is a must )
Want – Pizza, Burger, French fry's ( translation of a need as per our experience )as per our experience )
Demand – Burger ( translation of a want as per our willingness and ability to buy )g ess a d ab ty to buy )
Desire – Have a Burger in a five star hotel
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In order to understand Marketing let us begin with the Marketing TriangleMarketing Triangle
CustomersCustomers
CompetitionCompany CompetitionCompany
Who is a Customer ??
CUSTOMER IS
Anyone who is in the market looking at a product /
CUSTOMER IS . . . . .
Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption
that satisfies a want or a needthat satisfies a want or a need
FRAMEWORK PEMASARAN MODERN
STRATEGY(How to win
Segmentasi Targeting(How to win
the market)Targeting
Positioning
MARKE MarketingTACTIC
(how to penetrate
Selling
MARKETING
Marketing
differensiation(how to penetrate
the market)
VALUEBrand
P(how to create emotional touch)
Process Service
Marketing
Mind Share - Strategy
(How The Win The Market)
Heart Share - VALUE
(How to create emotional touch)Market)
Market Share - Tactical
)
(How Penetrate Market)
Mind Share - Strategy(How The Win The Market)(How The Win The Market)
•Segmentasi
•Targeting
•Positioning•Positioning
Mind Share - Strategy(How The Win The Market)(How The Win The Market)
•Segmentasi
•Targeting
•Positioning•Positioning
Market Share - Tactic(How Penetrate Market)(How Penetrate Market)
•Marketing Mix
•Selling
•Differensiasi•Differensiasi
Heart Share - Value(How to create emotional touch)(How to create emotional touch)
•Brand
•Service
•Process•Process
SEGITIGA PDB
Brand IntregrityPositioning Diff i i
SEGITIGA PDB
Brand IntregrityPositioningBeing Startegy
DifferentiationCore Startegy
BrandValue Indicator
PDB TELKOMSELLPDB TELKOMSELLDifferentiation
Brand IntregrityPositioning
“Operator seluler terkemuka dengan
Content (what to Offer)Layanan GSM plus value added services
Context (How to Offer)Voucer CD Card Multimedia, kartuHALO
dengan tampllan adat Istladat
network coverageterluas”
gIndonesia, Halo keluarga, Halo Corporate,
Halo HaJI,, HALOl nstan, slmPATlzoneInfrastructure (Enabler)
Teknologl: Dual band 900/1800 MHz sertaJarlngan roaming International dl 74 negara
P l C t fi t i
Brand
People: Customer-first serviceFacility: GraPARI
PDB Dji Sam SoePDB Dji Sam Soe
DifferentiationBrand Intregrity
Positioning Differentiation
"Puncak kenlkmatanmerokok" (ultImate
Content (what to Offer)Rightly – blended - ingredient
Context (How to Offer)Spiritual realtionship “with customermerokok (ultImate
taste & flavor)Spiritual realtionship with customer-sense of communityMyths & Believe surounding the Brand
Brand
PDB EXTRA JOSSPDB EXTRA JOSS
DifferentiationBrand Intregrity
Positioning Differentiation
“Biangnya minuman berenergi”
Content (what to Offer)minuman berenergi
Context (How to Offer)Bentuk sachet,Gen-B, Thematic Campaign berenergisaat Olimpiade, Qurban, Co-Branding dg
MTV & Nokia, Be Josser bareng-bareng, Go Joss di 100an kota di Indonesia
Infrastructure (Enabler)Distribusi guerlla marketing
Brand
PDB BCAPDB BCA
DifferentiationBrand Intregrity
Positioning Differentiation
“Indonesia’a most convelent & reliable
Content (what to Offer)Inovative & customer centered product
(saving, payment, credit, etc)Context (How to Offer)convelent & reliable
banking servicesContext (How to Offer)
Convienence, rellability & Hassie – free accessibility
Infrastructure (Enabler)Service orientation People, Utilization of
Informastion Technology & Broad
Brand
Informastion Technology & Broadcoverage of ATM Facility
PDB BLUE BIRDPDB BLUE BIRD
Differentiation
Brand IntregrityPositioning
“Penyedia layanantransportasi yang
Content (what to Offer)Mengantarkan penumpang dari satu tempat yang
ainContext (How to Offer)
Menawarkn Maximum Brand Value denganmemberlkan functional dan emotfonaltransportasi yang
aman & nyaman”
benent bagl penumpangnyaInfrastructure (Enabler)
SDM·yang terpllih, terlatih & dapatdlpercaya, Penggunaan Teknologl yang paling Canggih untuk mendukung pemberian fasilltas
terbaik bagl pelanggan dan fasilitas pemesananand l
Brand
yg andal.
PDB MAJALAH COSMOPOLITANT
Differentiation
Brand IntregrityPositioning
“Magazine for "new“ Indonesian woman:
Content (what to Offer)Target reader-fit articles: sex, lifestyle,
fashion, etcContext (How to Offer)
St id tit lit tIndonesian woman: Fun, Fearless,
Female”
-Strong identity : cosmopolit, western image, confidient, independent, be positive, self centered, neomodern,
-Unique writing style : intimate & personel, tips-based, elegance
Brand
p , p , g-Stylist lay out & design
PDB PRIMAGAMAPDB PRIMAGAMA
DifferentiationBrand Intregrity
Positioning Differentiation
“Lembaga bimbingan belajarterdepan dengan Solusi
Content (what to Offer)Bimbingan belajar SD, SMP, SMU & SPMB
Context (How to Offer)Smart Solution
Infrastructure (Enabler)tercepat dan jaringan yangterluas”
Infrastructure (Enabler)SDM : Tentor dari alumni Primagama & PTN,
Purdi E Chandra berjiwa EntrepreneurTechnologi : Optocal Mark Reader (OMR)
Opscan 3 & Opscan 5 NCSPrimagama Online
F ilit C b & F hi t b di
Brand
Fasilitas : Cabanag & Franchise tersebar di Indonesia
PDB JAWA POSPDB JAWA POS
Brand IntregrityPositioning Differentiation
“Koran Nasional dari Jawa Timur”
Content (what to Offer)Parsl berlta lokal Surabaya, Bahasa informal Suroboyoan, news tellingdari Jawa Timur” informal Suroboyoan, news telling
Context (How to Offer)Operational excellence
Infrastructure (Enabler)JPPN : Jawa POS News NetWork, P b lk k t P t k STJJ
Brand
Pabrlk kertas, Percetakan, STJJ
PDB SINGAPURAPDB SINGAPURADifferentiation
Brand IntregrityPositioning“NEW ASIA”
Content (what to Offer)World class trade, tourism investment (TTI)
destinationContext (How to Offer)
Pro Business government management g gunbureaucratic, hassle free & Friendly
customer serviceInfrastructure (Enabler)
Competeeent & Global-oriented PeopleTechnology : “Intelegent Island & World class
I f t t F ilit
Brand
Infrastructure Facility
PDB Chrismansyah (Chrisye)PDB Chrismansyah (Chrisye)
DifferentiationBrand Intregrity
Positioning Differentiation
Ikon artis penyanyi Indonesia yang selalu membawakan lagu-
Content (what to Offer)Suatu hlburan yang ebrtumpu padasuara dan"gaya" khas Chrlsye yang'dalam melantunkanragu~lagunya terkadang dfberf sentuhan etnlk
Context (How to Offer)Iagu pop "manis“ berkualitas dalam nuansa yg mumnya
romantis
Context (How to Offer)Rekaman, video clIp, maupun pertunjukan
dengan garapan “state-of-the-art”Infrasutructure (Enabler)
SDM: Musisi berkapapbiltisa tinggi dan Inovatifserta manajemen artis profesional
Teknologi : Teknologi canggih penunjang
Brand
Teknologi : Teknologi canggih penunjanglive show dan rekaman
PDB Abdulllah Gymnastiar (Aa’ Gym)y ( y )
Brand IntregrityPositioning Differentiation
Bagi kaum muslim Indonesia Aa‘ Gym Content (what to Offer)Brand IntregrityBagi kaum muslim Indonesia, Aa Gym adalah seorang muballigh yang berdakwah dengan penyampaian yang akrab, mudah dlpahaml, menyejukkan, relevan dengan
kehidupan seharl-harl dan bermuatan nllal-nllal universal
Content (what to Offer)Petuah-petuah tentang pelaksanaan ajaran Islam berdasarkan AI-Qur'an dan AI-Hadits.
Context (How to Offer)Gaya bahasa yang komunlkatlf dan penuh
t h k hld h l h i k tcontoh kehldupan seharl-hari masyarakat Indonesia.
Infrasutructure (Enabler)Pesantren Darut Tauhlld, Manajemen
Qolbu Corp.
Brandp
Tugas Kelompok Ig p
Kelompok :Kelompok :1. Mempresentasikan Materi Segemntasi2. Mempresentasikan Materi Targeting3. Mempresentasikan Materi Positioning4. Mempresentasikan Materi Diferensiasi5 M t ik M t i M k ti Mi5. Mempresentasikan Materi Marketing Mix6. Mempresentasikan Materi Sales7 Mempresentasikan Materi Brand7. Mempresentasikan Materi Brand8. Mempresentasikan Materi Proses9. Mempresentasikan Materi Servicep
Cara Penilaian
Cara Penilaian KelompokCara Penilaian Kelompok1. Materi Presentasi sesuai dengan materi
yang dituagaskan2. Cara Menyampaikan Presentasi3. Kekompakan kelompok4 P h A di t h d M t i4. Pemahaman Audiens terhadapa Materi yang
dipresentasikan5 Penampilan materi presentasi5. Penampilan materi presentasi6. Kerapian kelompok
Bonus Nilai
Kelompok :Kelompok :1. Mendapat tambahan/Bonus Nilai 452. Mendapat tambahan/Bonus Nilai 403. Mendapat tambahan/Bonus Nilai 354. Mendapat tambahan/Bonus Nilai 305 M d t t b h /B Nil i 255. Mendapat tambahan/Bonus Nilai 256. Mendapat tambahan/Bonus Nilai 207 Tidak mendapat tambahan/Bonus sama sekali7. Tidak mendapat tambahan/Bonus sama sekali8. Tidak mendapat tambahan/Bonus sama sekali9. Tidak mendapat tambahan/Bonus sama sekalip
Tugas Kelompok IIg p1. Kelompok
1 2 3 B b j di K l k “P”1, 2, 3 Bergabung menjadi Kelopok “P”4, 5, 6 Bergabung menjadi Kelopok “D”7 8 9 Bergabung menjadi Kelopok “B”7, 8, 9 Bergabung menjadi Kelopok B
2. Ketiga (3) Kelompok diminta untuk membuat presentasi dengan THEMA :p g
Me-Marketingkan STIE TRIANANDRA3. Dan dipresentasikan di Depan Ketua STIE
TRIANANDRA4. Waktu setelah UAS