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PENGERTIAN DAN KONSEP DASAR PEMASARANPemasaran = proses sosial dan manajerial dimana individu dan kelompok mendapatkan kebutuhan dan keinginan mereka dengan menciptakan, menawarkan dan menukarkan .produk yang bernilai bagi orang lain (Philip Kotler; 2000; 8) Manajemen pemasaran = Proses perencanaan dan pelaksanaan pemberian harga, promosi dan distribusi dari barang, jasa dan gagasan untuk menciptakan pertukaran dengan kelompok sasaran yang memenuhi tujuan pelanggan dan organisasi (Kotler, 2000)File: Ahmad/ MM/ Pemasaran/ Kuliah 1 1

Perbedaan Penjualan dgn PemasaranPenjualan PenjualanMenjual apa yg bisa dibuat Pabrik Produk Menjual & promosi Keuntungan melalui vol. penjualan Penjual & tenaga promosiFile: Ahmad/ MM/ Pemasaran/ Kuliah 1

Pemasaran Pemasaran

Falsafah Falsafah Titik awal Titik awal Pusat perhatian Pusat perhatian Sasaran Sasaran Tujuan Tujuan Personalia Personalia

Membuat apa yg Bisa dijual Pasar sasaran Kebutuhan konsumen Pemasaran terkoordinir Keuntungan melalui Kepuasan konsumen Semua personalia2

The Core Concepts of Marketing The Core Concepts of MarketingNeeds, wants & demand

Products

Values, cost & satisfactions

Transactions

Source: Kotler: 1999;8

Market & MarketerFile: Ahmad/ MM/ Pemasaran/ Kuliah 1 3

Jenjang Kebutuhan Manusia (Maslow)

Aktualitas diri Status/ pengakuan Sosial Rasa aman

Fisiologi

Source: Kotler: 2000;172

File: Ahmad/ MM/ Pemasaran/ Kuliah 1

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Tugas PemasarTugas utama seorang pemasar : i. Merangsang & menciptakan permintaan ii. Meningkatkan permintaan iii. Meningkatkan kepuasan konsumen, dan .iv. Menjadikan permintaan inelastis

File: Ahmad/ MM/ Pemasaran/ Kuliah 1

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Bentuk Permintaan & Tugas PemasarTugas Pemasar Tugas PemasarNegative Demand Negative Demand No Demand No Demand Latent Demand Latent Demand Declining Demand Declining Demand Irreguler demand Irreguler demand Full Demand Full Demand Overfull Demand Overfull Demand Unwholesome demand Unwholesome demand Menganalisa mengapa? & program apa dapat mengubah keyakinan dan perilaku pasar Menemukan cara untuk mensosialisasikan manfaat produk Mengukur besaran, pasar potensial & mengembangkan produk Berupaya membalik arah penurunan permintaan melalui pemasaran yang kreatif melakukan synchromarketing, (spt: harga yg fleksibel, promosi, & insentif lainnya Mempertahankan tingkat permintaan Melakukan demarketingFile: Ahmad/Merangkul orang-orang yang menyukai MM/ Pemasaran/ Kuliah 1 produk-produk tsb agar menghentikannya 6

Some tips Better be the first in your category If you cant, then set up a new category where you can be the first Better be first in the mind if not in the marketFile: Ahmad/ MM/ Pemasaran/ Kuliah 1 7

MODEL: Measuring Marketing Programs EffectivenessOther Environmental FactorsCustomer Analysis Competitive Analysis Company Analysis

SWOT Opportunity Identification

Marketing Strategy Customer needs & wants = offer benefit

Value to the customer

Marketing Plans

Product

Promotion

Price

Place

Communication (media habits)

Convenience

Are you selling what customers are buying? Perceived products jangan dijadikan commodities

File: Ahmad/ MM/ Pemasaran/ Kuliah 1

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Setting the Total Marketing BudgetSalah satu pengambilan keputusan pemasaran tersulit yang dihadapi perusahaan adalah How Much to Spend on MarketingAffordableBased on What the Company Can Afford Based on a Certain Percentage Based on a Certain Percentage of Current or Forecasted Sales of Current or Forecasted Sales

Percentage of Sales Percentage of Sales

Objective-and-Task Objective-and-Task

Based on Determining Based on Determining Objectives & Tasks, Then Objectives & Tasks, Then Estimating Costs Estimating Costs

Based on the Competitors Based on the Competitors Promotion Budget Promotion Budget

Competitive-Parity Competitive-Parity

File: Ahmad/ MM/ Pemasaran/ Kuliah 1

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Determinants of Customer Delivered ValueImage value Image value Personnel value Personnel value Services value Services value Product value Product value Monetary cost Monetary cost Time cost Time costEnergy cost Energy cost

Total Total customer customer value value Customer delivered value Total Total customer customer cost costFile: Ahmad/ MM/ Pemasaran/ Kuliah 1 11

Psychic cost Psychic cost

Marketing Value Transformation

File: Ahmad/ MM/ Pemasaran/ Kuliah 1

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Implementation and EvaluationIMPLEMENTATION IMPLEMENTATION

The stage in the management process The stage in the management process during which an organization attempts during which an organization attempts to carry out its strategic plan to carry out its strategic plan

Determining how well the company Determining how well the company is achieving the goals is achieving the goals set forth in its strategic plan set forth in its strategic plan File: Ahmad/ MM/ Pemasaran/Kuliah 1

EVALUATION EVALUATION

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MARKETING PLAN1. PENDAHULUAN 2. RINGKASAN EKSEKUTIF 3.ANALISIS SITUASI: - ASUMSI-ASUMSI - PENJUALAN -PRODUK-PRODUK UTAMA -WILAYAH PENJUALAN UTAMA 4.TUJUAN PEMASARAN 5.STRATEGI PEMASARAN 6.JADWAL 7.PROMOSI PENJUALAN 8.ANGGARAN & PENGHITUNGAN LABA-RUGI 9.PROSEDUR PENGAWASAN & PEMBARUAN APENDIKSFile: Ahmad/ MM/ Pemasaran/ Kuliah 1 14