marketing concept

File: Ahmad/ MM/ Pemasaran/ File: Ahmad/ MM/ Pemasaran/

Kuliah 1Kuliah 1

11

PENGERTIAN DAN KONSEP DASAR PENGERTIAN DAN KONSEP DASAR

PEMASARANPEMASARAN

Pemasaran = 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)


Kuliah 1Kuliah 1

22

PerbedaanPerbedaan PenjualanPenjualan dgndgn PemasaranPemasaran

PenjualanPenjualanPemasaranPemasaran

FalsafahFalsafah

Titik awalTitik awal

Pusat perhatianPusat perhatian

SasaranSasaran

TujuanTujuan

PersonaliaPersonalia

Menjual apa yg

bisa dibuat

Pabrik

Produk

Menjual & promosi

Keuntungan melalui

vol. penjualan

Penjual & tenaga

promosi

Membuat apa yg

Bisa dijual

Pasar sasaran

Kebutuhan

konsumen

Pemasaran

terkoordinir

Keuntungan melalui

Kepuasan konsumen

Semua personalia


Kuliah 1Kuliah 1

33

The Core Concepts of MarketingThe Core Concepts of Marketing

Needs, wants & demand

Products

Values, cost &

satisfactions

Transactions

Market & MarketerSource: Kotler: 1999;8


Kuliah 1Kuliah 1

44

Fisiologi

Rasa aman

Sosial

Status/ pengakuan

Aktualitas

diri

Jenjang Kebutuhan Manusia (Maslow)

Source: Kotler: 2000;172


Kuliah 1Kuliah 1

55

TugasTugas PemasarPemasar

Tugas utama seorang pemasar :

i. Merangsang & menciptakan permintaan

ii. Meningkatkan permintaan

iii. Meningkatkan kepuasan konsumen, dan

iv. Menjadikan permintaan inelastis .


Kuliah 1Kuliah 1

66

BentukBentuk PermintaanPermintaan & & TugasTugas PemasarPemasar

Tugas PemasarTugas Pemasar

Negative DemandNegative Demand

No DemandNo Demand

Latent DemandLatent Demand

Declining DemandDeclining Demand

Irreguler demandIrreguler demand

Full DemandFull 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

Overfull DemandOverfull Demand

Unwholesome demandUnwholesome demand

Melakukan demarketing

Merangkul orang-orang yang menyukai

produk-produk tsb agar menghentikannya


Kuliah 1Kuliah 1

77

SomeSome tipstips

��Better be the first in your categoryBetter be the first in your category

��If you canIf you can’’t, then set up a new t, then set up a new

category where you can be the firstcategory where you can be the first

��Better be first in the mind if not in Better be first in the mind if not in

the marketthe market

Customer

Analysis

Competitive

Analysis

Company

Analysis

SWOT Opportunity

Identification

Marketing Strategy

Marketing Plans

Product Promotion PlacePrice

Other Environmental Factors

MODEL:

Measuring Marketing Programs Effectiveness

Customer needs & wants = offer

benefit

Communication (media habits)

Convenience

Value to the customer


Kuliah 1Kuliah 1

99

Perceived products Perceived products janganjangandijadikandijadikan commoditiescommodities

Are you Are you ””sellingselling”” what customers are what customers are

““buying?buying?””


Kuliah 1Kuliah 1

1010

Affordable Based on What the

Company Can Afford

Objective-and-Task Based on Determining

Objectives & Tasks, Then Estimating Costs

Objective-and-Task Based on Determining

Objectives & Tasks, Then Estimating Costs

Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales

Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales

Competitive-ParityBased on the Competitor’s

Promotion Budget

Competitive-ParityBased on the Competitor’s

Promotion Budget

Salah satu pengambilan keputusan pemasarantersulit yang dihadapi perusahaan adalah

How Much to Spend on Marketing

Setting the Total Marketing Setting the Total Marketing

BudgetBudget


Kuliah 1Kuliah 1

1111

Determinants of Customer Determinants of Customer

Delivered ValueDelivered ValueImage valueImage value

Personnel valuePersonnel value

Services valueServices value

Product valueProduct value

Totalcustomer

value

Totalcustomer

value

Monetary costMonetary cost

Time costTime cost

Energy costEnergy cost

Psychic costPsychic cost

Totalcustomer

cost

Totalcustomer

cost

Customerdelivered

value


Kuliah 1Kuliah 1

1212

Marketing Value TransformationMarketing Value Transformation


Kuliah 1Kuliah 1

1313

Implementation and EvaluationImplementation and Evaluation

IMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATIONThe stage in the management process The stage in the management process The stage in the management process The stage in the management process

during which an organization attemptsduring which an organization attemptsduring which an organization attemptsduring which an organization attempts

to carry out its strategic planto carry out its strategic planto carry out its strategic planto carry out its strategic plan

IMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATIONThe stage in the management process The stage in the management process The stage in the management process The stage in the management process

during which an organization attemptsduring which an organization attemptsduring which an organization attemptsduring which an organization attempts

to carry out its strategic planto carry out its strategic planto carry out its strategic planto carry out its strategic plan

EVALUATIONEVALUATIONEVALUATIONEVALUATIONDetermining how well the companyDetermining how well the companyDetermining how well the companyDetermining how well the company

is achieving the goals is achieving the goals is achieving the goals is achieving the goals

set forth in its strategic planset forth in its strategic planset forth in its strategic planset forth in its strategic plan

EVALUATIONEVALUATIONEVALUATIONEVALUATIONDetermining how well the companyDetermining how well the companyDetermining how well the companyDetermining how well the company

is achieving the goals is achieving the goals is achieving the goals is achieving the goals

set forth in its strategic planset forth in its strategic planset forth in its strategic planset forth in its strategic plan


Kuliah 1Kuliah 1

1414

MARKETING PLANMARKETING PLAN

1. PENDAHULUAN1. PENDAHULUAN

2. RINGKASAN EKSEKUTIF2. RINGKASAN EKSEKUTIF

3.ANALISIS SITUASI:3.ANALISIS SITUASI:

-- ASUMSIASUMSI--ASUMSIASUMSI

-- PENJUALANPENJUALAN

--PRODUKPRODUK--PRODUK UTAMAPRODUK UTAMA

--WILAYAH PENJUALAN UTAMAWILAYAH PENJUALAN UTAMA

4.TUJUAN PEMASARAN4.TUJUAN PEMASARAN

5.STRATEGI PEMASARAN5.STRATEGI PEMASARAN

6.JADWAL6.JADWAL

7.PROMOSI PENJUALAN7.PROMOSI PENJUALAN

8.ANGGARAN 8.ANGGARAN && PENGHITUNGAN LABAPENGHITUNGAN LABA--RUGIRUGI

9.PROSEDUR PENGAWASAN 9.PROSEDUR PENGAWASAN && PEMBARUAN PEMBARUAN

APENDIKSAPENDIKS

marketing concept

Documents