hotniar siringoringo lembaga penelitian kampus d...

Dr. Hotniar Siringoringo

HOTNIAR SIRINGORINGOHOTNIAR SIRINGORINGOLEMBAGA PENELITIANLEMBAGA PENELITIANKAMPUS D GD 4 LT. 1KAMPUS D GD 4 LT. 1JL. MARGONDA RAYA NO. 100 DEPOKJL. MARGONDA RAYA NO. 100 [email protected]@staff.gunadarma.ac.idhotniarsiringoringo@[email protected]://http://staffsite.gunadarma.ac.idstaffsite.gunadarma.ac.id

mailto:[email protected]

mailto:[email protected]


Marketing


Why Market?

To communicate that you are engaged in new To communicate that you are engaged in new and different activitiesand different activities

To attract paying customers in sufficient To attract paying customers in sufficient numbers to support the activitiesnumbers to support the activities


Kotler’s Definition of Marketing

The marketing concept holds that the main The marketing concept holds that the main task of the company is to determine what a task of the company is to determine what a given set of customersgiven set of customers’’ needs, wants, and needs, wants, and values are and to dedicate the organization values are and to dedicate the organization to delivering the solution.to delivering the solution.


AMA Definition of Marketing

The marketing is an organizational function The marketing is an organizational function an a set of function for creating, an a set of function for creating, communicating, and delivering value to communicating, and delivering value to customer, and for managing customer customer, and for managing customer relationships in ways that benefit relationships in ways that benefit organisationorganisation as its stakeholderas its stakeholder


KEY MARKETING QUESTIONSWhat is our business?What is our business?What is our strategic intent?What is our strategic intent?Who are the players in our six market?Who are the players in our six market?What do they perceive as value?What do they perceive as value?What is our value delivery plan?What is our value delivery plan?What have been our result?What have been our result?How do we continue to improve?How do we continue to improve?


The Marketing ProcessCorporate strategy

marketing strategy

manufacturing strategy

financial

marketing mix

financial strategy

targeting segmentation positioning

Integrated communication

Monitor and controlsselling

Marketing belongs to marketing specialist but going to market is a process owned by everyone in the company


PEMASARAN DAN TARGET PASAR

PemasaranPemasaran : : prosesproses perencanaanperencanaan dandanimplementasiimplementasi ideide konsepkonsep, , hargaharga, , promosipromosi, , dandan distribusidistribusi barangbarang, , jasajasa, , organisasiorganisasi, , atauataukejadiankejadian untukuntuk menciptakanmenciptakan dandanmemeliharamemelihara hubunganhubungan yang yang akanakanmemuaskanmemuaskan tujuantujuan individuindividu atauatau organisasiorganisasi


Market SegmentsA group of potential customers with a greatA group of potential customers with a greatdeal in common for which a specialized set of deal in common for which a specialized set of goods or services may be provided.goods or services may be provided.

Examples:Examples:LawyersLawyersHealth Care ProfessionalsHealth Care ProfessionalsAccountantsAccountants


Successful continuing education Successful continuing education organizations must continually organizations must continually communicate two messages:communicate two messages:

The mission of the organization therefore enhancing The mission of the organization therefore enhancing their imagetheir image

The individual programs and products currently The individual programs and products currently availableavailable


Image Marketing Should Target:Image Marketing Should Target:

The general publicThe general public

Client or potential client organizationsClient or potential client organizations

The governmentThe government

Funding organizationsFunding organizations

Other stakeholdersOther stakeholders


PemasaranPemasaran : : prosesproses sosialsosial dandan manajerialmanajerial dimanadimanaindividuindividu dandan grupgrup mendapatkanmendapatkan apaapa yang yang dibutuhkandibutuhkan dandan diinginkandiinginkan melaluimelalui penciptaanpenciptaan dandanpertukaranpertukaran produkproduk dandan nilainilai..

KebutuhanKebutuhankeinginankeinginan


PemasaranPemasaran: : fungsifungsi organisasiorganisasi dandan himpunanhimpunanprosesproses untukuntuk menciptakanmenciptakan, , mengkomunikasikanmengkomunikasikan dandan mengantarkanmengantarkannilainilai keke pelangganpelanggan dandan untukuntuk mengelolamengelolahubunganhubungan dengandengan pelangganpelanggan dalamdalam caracarayang yang menguntungkanmenguntungkan organisasiorganisasi dandanstakeholder.stakeholder.


MARKET TARGETINGCompany marketing

mixMARKET

Undifferentiated marketing

Company marketing

mix 1Company marketing

mix 2Company marketing

mix 3

Segment 1

Segment 2

Segment 3

Differentiated marketing


Company marketing

mix

Segment 1

Segment 2

Segment 3

concentrated marketing


STRATEGI PEMASARAN DENGAN WEB


Do You Remember?

When was the last time you used the Internet to…

Generate a sales lead?

Close an actual sale?

Positively impact productivity?

Lower your costs of doing business?

Develop your brand identity?


Fact #1 – Today, technology and the Internet can be effectively used to accomplish strategic business objectives and allow even smaller companies to appear, and operate, like large corporations.

Fact #2 – Those that don’t embrace technology and the Internet as a competitive business “weapon” will ultimately be overrun by those that do.

Fact #3 – Most “web gurus” and “technology guys” DON’Tunderstand business.

Three Facts of Business Life


1. Make a business case for your company having a website. What could it do for you? How could it make life better?

2. Now, tell how your current web site proves that business case!

Take This Easy Test!


If you were to suddenly receive 1 million “qualified”visitors per day to your web site for the next month, how would your business be impacted?

If you answered only that your web stats package would show a significant spike, and your bandwidth or web hosting charges would increase, you need CyOp now!

Take This Easier Test!


CyberOptic Group consists of a team of highly technical and successful business people with a proven history of growing business revenues and profitability through effective systems, processes, and procedures.

CyberOptic Group has core expertise in identifying key business objectives and implementing plans, processes and systems to drive and measure their attainment.

CyOp Knows Business


Here are some ways to use the Internet to conduct REAL business:

Web Strategies That Work

1. Lower your costs of customer acquisition by generating highly qualified leads and having them delivered to an automatic sales/marketing lead follow-up system.

2. Provide online employee or product training and testing to increase productivity and employee skill level.

3. Have a monthly or quarterly newsletter emailed to your existing customers or prospects promoting specials and new products.

4. Have online meetings or broadcasts and allow online workgroup collaboration to reduce unnecessary travel and eliminate conflicting schedules.

5. Increase sales, improve service and lower printing and personnel costs by providing a way for customers and prospects to request and instantly receive information on your company, products, and services.

6. Use the Internet to manage relationships and activities, share information, and provide useful tools and applications to geographically dispersed clients, prospects, vendors, and employees.


Web Application Development

Automated Sales/Marketing Systems

Contact Management Applications

Web-Based Customer Support

Workflow Management Systems

Corporate Communications

Web-Enabled Databases

Multi-Media Web Presentations

Audio, Video, & Animation

Password Protected or Paid Access

Surveys & Testing

Ad Design

Pop-Ups

Banners

Web Site Design

Web Page Design & Coding

Stock Images & Custom Graphics

Meta Tag Creation

Efficient Navigational Menus

Lead & Form Capture

Counters

Special Effects

Web Site Enhancements

Java, CGI, & Flash

Forums & Message Boards

Banner/Link Exchanges

Tools, Calculators, & Generators

Affiliate & Reseller Programs

Design & Enhancement Services


If You Build It, They WONT Come! Don’t overspend on an elaborate site design that no one will see because there’s no budget to promote it!

Make sure any money spent on design ultimately will provide a return on investment.

Spend the time up-front to develop a clear project plan and do as much as you can in-house (i.e. write content, create graphics or provide photos, have a layout or geneology for the site.)

Here are some important suggestions before you initiate a web design project:

Web Design Considerations


Banner & Skyscraper Advertising

Cost per Impression (CPM)

Cost per Click (CPC)

Subscription Based

Opt-In Email & Newsletter Marketing

List or Subscriber Acquisition & Development

Autoresponder Implementation & Management

Promotional Copy Creation

Lead Generation

Internet Classified Advertising

Newsgroup Marketing

Reciprocal Link Marketing

Online Auction Selling

Search Engine & Directory Advertising

Meta Tag Optimization

Web Page Optimization

Engine & Directory Submission

Search Engine Position Placement

Search Engine Position Tracking

Affiliate Program Marketing

Affiliate Program Management

Affiliate Program Marketing

Recruiting & Developing Key Affiliates

Affiliate Tools & Resources

Pop-Ups

Pop-Overs

Pop-Unders

Internet Marketing Services


There are five advertising models on the Internet. Each offers different levels of risk that should be considered in a profitability model, from a resource and capabilities perspective:

Web Advertising Models

ModelModel RiskRisk

Subscription BasedSubscription Based Traffic Levels, CTR & Conversion RatiosTraffic Levels, CTR & Conversion Ratios

Cost per Impressions (CPM)Cost per Impressions (CPM) CTR & Conversion RatiosCTR & Conversion Ratios

Cost per ClickCost per Click Conversion RatioConversion Ratio

Cost per Action/LeadCost per Action/Lead Level of lead qualificationLevel of lead qualification

Cost per SaleCost per Sale High cost of entry, ability to recruit High cost of entry, ability to recruit sales channelsales channel


Internet Consulting Services

Project Analysis to determine objectives, available resources, responsibilities, and deadlines as well as to isolate strengths, weaknesses, and market opportunities.

Strategic Planning & Research to understand market opportunities, formulate a clear vision for the future, translate the vision into a "Mission Statement," develop strategies to achieve objectives, and provide guidance and strategies to track and measure performance

Project Management including project implementation, progress tracking, and results analysis and reporting.


Where Do I Start?

CyOpCyOpDesignDesignServicesServices

CyOpCyOpMarketingMarketingServicesServices

CyOpCyOpConsulting Consulting ServicesServices

I Need a Web SiteI Need a Web Site XX XX

I Need a Corporate Internet StrategyI Need a Corporate Internet Strategy XX

I Need My Existing Web Site To Make Money I Need My Existing Web Site To Make Money Or Lower Costs of BusinessOr Lower Costs of Business XX XX

My Site Makes Money, But I Want A Higher My Site Makes Money, But I Want A Higher Return On InvestmentReturn On Investment XX XX

I DonI Don’’t Know What I Needt Know What I Need XX


Project Definition Workshop

Identify Key Corporate Objectives

Define Project To Achieve Objectives

Identify Necessary and Available Resources & Budget

Identify Roles & Responsibilities

Provide Deliverable Project Plan, Scope of Work, and Pricing

Project Definition Workshop


SEGMENTASI

1. Identifikasidasarsegmentasi

2. Kembangkanprofilsegmen yang dihasilkan

1.

2.

Kembangkanukuransegmen ygmenarik

Pilih segmentarget

1.

2.

Kembangkanposisi pd tiapsegmen

Kembangkanbauranpemasaranutk tiapsegmen

Market segmentation

Market targeting

Market positioning


Variabel segmentasi utamaVariabelVariabel DeskripsiDeskripsi

GeografisGeografis–– RegionalRegional

–– UkuranUkuran negaranegara–– Kota Kota atauatau ukuranukuran populasipopulasi–– KepadatanKepadatan–– iklimiklim

PasifikPasifik, ASEAN, , ASEAN, uniuni EropaEropa, , AmerikaAmerika Latin, Latin, dlldll..

PerkotaanPerkotaan, , pinggiranpinggiran, , pedesaanpedesaanDemografiDemografi

––UmurUmur––JenisJenis kelaminkelamin––UkuranUkuran keluargakeluarga––SiklusSiklus hidupkeluargahidupkeluarga––PendapatanPendapatan––PekerjaanPekerjaan––AgamaAgama––RasRas––kewarganeraankewarganeraan

MudaMuda, , belumbelum berkeluargaberkeluarga, , menikahmenikah, , tanpatanpaanakanak, , dlldll..


VariabelVariabel DeskripsiDeskripsiPsikografisPsikografis

–– KelasKelas sosialsosial–– GayaGaya hiduphidup–– kepribadiankepribadian

KeperilakuanKeperilakuan–– FrekuensiFrekuensi pembelianpembelian–– KeuntunganKeuntungan ygyg ditangkapditangkap–– Status Status kepenggunaankepenggunaan–– LajuLaju penggunaanpenggunaan–– Status Status loyalitasloyalitas–– TahapTahap kesiapankesiapan

–– SikapSikap terhadapterhadap produkproduk

KualitasKualitas, , layananlayanan, , ekonomiekonomiBukanBukan penggunapengguna, , bekasbekas penggunapengguna, , pertamapertama, , regularregular

Unaware, aware, informed, interested, Unaware, aware, informed, interested, desirous, intending to buydesirous, intending to buy


PERILAKU PEMBELI

Perilaku konsumen adalah tindakan yang Perilaku konsumen adalah tindakan yang langsung terlibat dalam mendapatkan, langsung terlibat dalam mendapatkan, mengonsumsi dan menghabiskan produk mengonsumsi dan menghabiskan produk dan jasa, termasuk proses keputusan yang dan jasa, termasuk proses keputusan yang mendahului dan menyusul tindakan itu. mendahului dan menyusul tindakan itu.


Faktor luar Pemrosesan Respon

• Informasibauranpemasaran

• Faktorgeografidanekonomi

• Faktorbudaya

• Faktorsosial

• Faktorpersonal

Kotak Hitam(pikiran pembeli)

Pemrosesan informasi:pembelajaran

Faktor internal: Motivasi : kebutuhan dan

keinginanSikap : keyakinan dan nilaiKepribadianGaya hidup

Proses pengambilan keputusanKebutuhan

Pencarian informasiEvaluasi alternatifPembelianKeputusan setelah pembelian

Opini danSikapSuka/tidaksukaSetuju/ti-dak setuju

PerilakuMencobaBeli/tidakbeliUlangipembelian/tidak


Kontrolperilaku yang dipersepsikan

Norma subejktif

Sikap

Niat Perilakupembelian


Antisipasiemosi

negatif danpositif

Emosinegatif dan

positifterantisipasi

afektif

evaluatif

Pengaruhterhadap

alat

Standarevaluasi

moral dan diri

Emosi sosi-al dan ke-sadaran diri

IdentitassosialPerhatian,

cinta danempati

Umpan balikuntuk memilihproses kognitifdan emosional

kognitif

Tujuankeinginan

Tujuanniat

Perilakukeinginan

Niat me-lakukan

Rencana

Sikapterhadap

aksi

Norma subjektif

Norma kelompok

Kontrolperilaku yang dipersepsikan

Mencoba

Pengaruhpenaksiran

lajukemajuan

Pencapai-an/kegaga-lan tujuan


Niat

Sikapterhadap

kegagalan, Sg

Sikapterhadapproses Sp

Norma Subjektif

(NS)

Keinginan

Sikap terhadapkesukseksan

Ss

Mencoba

Kontrolkeprilakuan

yang dipersepsikan

Usahamencoba

sebelumnya


Konsumenindividu

Proses pengambilankeputusan konsumen

Responkonsumen

Pengaruhlingkungan

Umpan balik kekonsumenEvaluasi pascapembelian

Umpan balik ke lingkunganPengembangan strategipemsaran


PRODUK DAN DISTRIBUSI, PENETAPAN HARGA

DasarDasar kalsifikasikalsifikasi KlasifikasiKlasifikasi produkprodukDurability or tangibilityDurability or tangibility Nondurable goodsNondurable goods

Durable goodsDurable goodsService Service

TujuanTujuan penggunaanpenggunaan Consumer goodsConsumer goodsIndustrial goodsIndustrial goods


Conviniencegoods

Unsought goods

shopping goods

Specialty goods

Staples goods

Inpulse goods

Emergency goods


Material and parts

Capital items

Supplies and service

Raw materials

Manufactured materias and parts

Installations

Accessory equipment

Suplies

Business service


KEPUTUSAN MEREK

Bangun merekatau produk?

• Bermerek• Tidak

bermerek

Sponsor merek?

Kualitas?Merek

individual ataufamily?

• Manufaktur• Khusus• Campuran

• Tinggi• Medium• Rendah

• Individu• Blanket

family name

• Separate family

• Company/individualA

Kep merekKep sponsor

merekKep kualitas

merekKep merek

family


Produk lain jgdiberi merek

yg sama?

• Brand extension

• No brand extension

Apakah dua ataulebih merek

dikembangkandalam kategori

produk yg sama?

Apakahmerek harusdireposisi?

• Satu merek• > 1 merek

• Reposisi merek• Tidak ada

reposisi merek

ABrand

extension decision

Multi brand decision Brand

repositioning


SaluranSaluran distribusidistribusi: : hargahargaFungsiFungsi saluransaluran distribusidistribusi::–– ResearchResearch–– PromotionPromotion–– ContactContact–– MatchingMatching–– NegogiationNegogiation–– Physical distributionPhysical distribution–– FinancingFinancing–– Risk takingRisk taking


Manufacturer

Manufacturer

Manufacturer

Manufacturer represen-

tativeManufacturer

Industrial distribu-

tor

Channel 1

Channel 2

Channel 3

Channel 4

Industrial customer

Manufacturer represen-

tative

Industrial customer

Industrial customer

Industrial customer


tor


tor

Industrial marketing Channel


Manufacturer

Manufacturer

Manufacturer

Wholesaler

jobber

Manufacturer

Wholesaler

retailer

Channel 1

Channel 2

Channel 3

Channel 4

retailer

retailer consumer

consumer

consumer

consumer

Customer marketing Channel


Channel Management DecisionSelecting channel memberSelecting channel memberMotivating channel memberMotivating channel memberEvaluating channel memberEvaluating channel member

Physical Distribution Decision

Nature of physical distributionNature of physical distributionThe physical distribution objectiveThe physical distribution objective––Order processingOrder processing––WarehousingWarehousing––InventoryInventory––transportationtransportation


Factor affecting price decisionFactor affecting price decision

Internal factors:

• Marketing obj.

• Marketing mix strategy

• Costs

• Organization for pricing

Decision

External factors:

• Nature of the market & demand

• Competition

• Other envinronmentfactors (economy, reseller, gov)


General pricing approach

1.1. CostCost--based pricing:based pricing:

1.1. CostCost--plus pricingplus pricing

2.2. Breakeven pricing and target profit pricingBreakeven pricing and target profit pricing

2.2. BuyerBuyer--based pricing: perceived value pricingbased pricing: perceived value pricing

3.3. CompetitonCompetiton--based pricing:based pricing:

1.1. GoingGoing--rate pricingrate pricing

2.2. SealedSealed--bid pricingbid pricing


PEMASARAN INTERNASIONALPerhatikanlingkunganPemasaran

internasional

Putuskanapakahakan go

internasional

Putuskanpasar yang

akan dimasuki

PutuskanBagaimanaMemasuki

pasar

PutuskanProgram

pemasaan

PutuskanOrganisasipemasaran


LINGKUNGAN PEMASARAN INTERNASIONAL

SistemSistem perdaganganperdagangan internasionalinternasional–– TarifTarif–– KuotaKuota–– EmbargoEmbargo–– NontarifsNontarifs barrierbarrier–– Economics communities:Economics communities:

EEC (European Economics EEC (European Economics ComunitiesComunities))LAIA (Latin American Integration Association)LAIA (Latin American Integration Association)CACM (Central American Common Market)CACM (Central American Common Market)CMEA (Council for Mutual Economic Assistance)CMEA (Council for Mutual Economic Assistance)ASEANASEAN


LingkunganLingkungan ekonomiekonomi::

–– StrukturStruktur industriindustri

Subsistence economies Subsistence economies pertanianpertanian

RawRaw--materialmaterial--exporting economiesexporting economies

IndustrilizingIndustrilizing economies 10economies 10--20% 20% daridari ekonomiekonominegaranegara adalahadalah manufakturmanufaktur..

Industrial economies. Industrial economies.

Lingkungan pemasaraninternasional


–– DistribusiDistribusi pendapatanpendapatan::

Very low family incomesVery low family incomes

Mostly low family incomesMostly low family incomes

Very low, very high family incomesVery low, very high family incomes

Low, Low, mediumediu, high family incomes, high family incomes

Mostly medium family incomesMostly medium family incomes

PoliticalPolitical--legal legal envinronmentenvinronment::

–– Attitudes toward international buyingAttitudes toward international buying



–– Political stabilityPolitical stability

–– Monetary regulationsMonetary regulations

–– Government bureaucracyGovernment bureaucracy

Cultural environmentCultural environment



GO INTERNASIONAL?PerusahaanPerusahaan terlibatterlibat dalamdalam pemasaranpemasaran internasionalinternasionaldalamdalam duadua caracara::

–– SebagaiSebagai eksportir/importireksportir/importir–– SebagaiSebagai produsenprodusen

SebelumSebelum go international, go international, definisikandefinisikan tujuantujuan dandankebijakankebijakan pemasaranpemasaran internasionalinternasional perusahaanperusahaan::

–– VolumeVolume–– JumlahJumlah negaranegara yang yang akanakan dimasukidimasuki–– TipeTipe negaranegara yang yang akanakan dimasukidimasuki


PASAR YANG AKAN DIMASUKI?

KarakteristikKarakteristikDemografiDemografi

UkuranUkuran populasipopulasi, , lajulaju pertumbuhanpertumbuhan pendudukpenduduk, , derajatderajaturbanisasiurbanisasi, , kepadatankepadatan populasipopulasi, , strukturstruktur umurumur dandankomposisikomposisi populasipopulasi..

KarakteristikKarakteristikgeografigeografi

LuasLuas negaranegara, , karakteristikkarakteristik topografitopografi, , kondisikondisi iklimiklim

FaktorFaktor ekonomiekonomi GNP per capita, GNP per capita, distribusidistribusi pendapatanpendapatan, , lajulaju pertumbuhanpertumbuhanGNP, GNP, rasiorasio investasiinvestasi terhadapterhadap GNPGNP

FaktorFaktor teknologiteknologi Level Level keahliankeahlian tektek., ., tektek. Prod. . Prod. ygyg adaada, , konsumsikonsumsi tektek ygygberjalanberjalan, level , level pendidikanpendidikan..

FaktorFaktor sosialsosial--budayabudaya

NilaiNilai dominandominan, , polapola gayagaya hiduphidup, , grupgrup etniketnik, , fragmentasifragmentasibahasabahasa

RencanaRencana dandan tujuantujuannasionalnasional

PrioritasPrioritas industriindustri, , rencanarencana investasiinvestasi infrasrtukturinfrasrtuktur

Indikator pasar potensial


BAGAIMANA MEMASUKI?

Exporting

•Direct•indirect

Joint venturing

•licensing•Contract

manufacturing•Management

contracting•Joint ownership

Direct investment

•Assembly facilities

•Manufacturing facilities

Amount of commitment, risk, control, and profit potential


Bagaimana memasuki

Indirect exporting : Indirect exporting : melaluimelalui agenagen luarluar negerinegeriDirect exporting : Direct exporting : –– MendirikanMendirikan usahausaha eksporekspor domestikdomestik–– MendirikanMendirikan cabangcabang luarluar negerinegeri

Licensing:Licensing:–– MemberikanMemberikan hakhak pemrosesanpemrosesan, trademark, , trademark,

patent, trade secret.patent, trade secret.–– KerugiannyaKerugiannya: less control, : less control, bisabisa menciptkanmenciptkan

competitor.competitor.


Contract manufacturing: CarrefourContract manufacturing: CarrefourManagement contracting: Management contracting: manajemenmanajemen oleholehperusahaanperusahaan lokallokal, modal , modal oleholeh perusahaanperusahaanluarluar (Hilton).(Hilton).Joint ownership: Joint ownership: kepemilikankepemilikan dandan kontrolkontrolbersamabersama--samasama untukuntuk investasiinvestasi daridari luarluar..

Bagaimana memasuki


PROGRAM PEMASARAN?

10 P10 P’’ss

•• ProductProduct•• PromotionPromotion

•• PricePrice•• PlacePlace

•• PeoplePeople•• ProcessProcess

4 P’s

•Product•Promotion

•Price•place


PROGRAM PEMASARAN?

11 P11 P’’ss

•• Prepare and be decisivePrepare and be decisive•• PricePrice

•• PeoplePeople•• PresentationPresentation

•• PlanningPlanning•• PromotionPromotion

•• PatiencePatience•• Positive attitudePositive attitude

•• PliablePliable•• PerceptionPerception•• ProPro--activeactive

4 P’s


•Price•place


PROGRAM PEMASARAN?

10 P10 P’’ss

PerceptivePerceptive•• PerformerPerformer•• PersistentPersistent

•• PoisedPoised•• PreparePrepare

•• ProactiveProactive•• ProductiveProductive•• PurposefulPurposeful

•• ProfessionalProfessional•• PunctalPunctal

4 P’s


•Price•place


ORGANISASI PEMASARAN?

DepartemenDepartemen eksporeksporDivisiDivisi internasionalinternasionalOrganisasiOrganisasi globalglobal

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