mgt komunikasi pemasaran-tamb2

8/18/2019 MGT Komunikasi PEMASARAN-tamb2

1/53

LOGO

www.themegallery.com

ManajemenKomunikasi Pemasaran

UG COLORING THE GLOBAL FUTURE

Sri Murtiasih,

Dr


2/53

BAURAN PEMASARAN (Menuru M!C"ar #$

Bauran pemasaran : adalahseperangkat alat pemasaran yg

digunakan perusahaan untuk terusmenerus mencapai tujuanpemasaran di pasar sasaran

Product PromotionPrice Place

Sri Murtiasih, Dr


3/53

Ba%an Bauran Pemasaran

Sri Murtiasih, Dr


4/53

Produk & JasaDefinisi

Produk adl segala sesuatu yang dptditawarkan kpd pasar agar menarik perhatian,

akuisisi, penggunaan, atau konsumsi yangdapat memuaskan suatu keinginan ataukebutuhan ( Kotler & Amrstrong , 2008 .!asa adl btk produk yang terdiri dari akti"itas,man#aat atau kepuasan yg ditawarkan utkdijual dan pd adasrnya tak berwujud serta tdkmenghasilkan kepemilikan akan sesuatu(Kotler & Amrstrong , 2008 .

Sri Murtiasih, Dr


5/53

$

Pro&uk &an 'asa

Ka e%ori Produk dan jasa dibagi dalam dua kategori luasberdasarkan jenis konsumen yang menggunakannya:

Produk konsumen

Produk industri

Sri Murtiasih, Dr


6/53

%

Ke u usan Pro&uk

&eputusan produk indi"idual melibatkan:

'tribut produk

Penetapan merek&emasanPelabelanPelayanan pendukung produk

Sri Murtiasih, Dr


7/53

Ke u usan Pro&uk

A ri)u * Merek* &an Kemasan&eputusan atribut produk melibatkan kualitas produk,#itur, serta gaya dan desain

&eputusan penetapan merek meliputi pemilihan namamerek dan mengembangkan strategi merek

Kemasan memberikan banyak man#aat kunci, sepertiperlindungan, ekonomi, kenyamanan, dan promosi

Sri Murtiasih, Dr


8/53)

Merek

Ekui as Merek Ekuitas merek adalah pengaruh di#erensial positi# bahwamengenal nama merek akan membuat pelangganmerespons produk atau jasa

Merek dengan ekuitas merek yang kuat adalah asetyang sangat berharga

Sri Murtiasih, Dr


9/53

Pro&u! Li+e C#!,e

Time

ProductDevelop-

ment

Introduction

Prots

Sales

Growth Maturity Decline

Losses/Investments ($)

Sales an dProts ($)

Sales and Profits Over the Product’s Life From

Introduction to Decline

Sri Murtiasih, Dr


10/53*+

Sik,us Hi&u Pro&uk

ahap pengenalan ditandai dengan pertumbuhan yanglambat dan laba yang rendah ketika produkdidistribusikan ke pasar

!ika berhasil, produk memasuki tahap pertumbuhan,yang menawarkan pertumbuhan penjualan yang pesatdan peningkatan laba

Berikutnya, tahap kedewasaan ketika pertumbuhanpenjualan melambat dan laba stabil

Sri Murtiasih, Dr


11/53**

Sik,us Hi&u Pro&uk

erakhir, produk memasuki tahap penurunan di manapenjualan dan laba menurun

ugas perusahaan selama tahap ini adalah mengenalipenurunan dan memutuskan apakah perusahaan harusmempertahankan, memanen, atau menyingkirkanproduk

Sri Murtiasih, Dr


12/53*-

Har%a

arga dapat dide#inisikan secara sempit sebagai jumlahuang yang ditagihkan untuk suatu produk atau jasa

'tau dapat dide#inisikan lebih luas sebagai jumlah nilaiyang ditukarkan konsumen untuk keuntungan memilikidan menggunakan produk atau jasa


13/53

Fa! ors o Consi&er -"en Se in% Pri!es

Internal FactorsInternal Factors

PricingDecisions

PricingDecisions

External FactorsExternal Factors

TargetMarket

PositioningO !ectives

Sri Murtiasih, Dr


14/53*/

Fak or.+ak or #an% mem en%aru"i ene a an "ar%a


15/53

Penentuan harga de#ensi#: Strategi menurunkan

harga produk untuk mempertahankan pangsapasar.

Penentuan harga predatori: Strategi menurunkanharga untuk menyerang pesaing baru yang masuk

ke dalam pasar.Penentuan harga prestise: Strategi menggunakanharga yang lebih tinggi untuk meraih kesan sebagaiyang terbaik.


16/53P0102B3 024'155' *%

Per im)an%an u ama &a,ammene a kan "ar%a


17/53

Rumus Penentuan Harga danBEP (Break-Even Point)

Biaya 6 78 9 ( ;


18/53

Saluran DistribusiSaluran Distribusi

Sri Murtiasih, Dr


19/53

Trans or a ion Mo&esTrans or a ion Mo&es

Rai, "ation’s largest carrier# cost$effectivefor shi%%ing ulk %roducts# %igg& ack

Rai,

"ation’s largest carrier# cost$effectivefor shi%%ing ulk %roducts# %igg& ack

Tru!k Flexi le in routing ' time schedules# efficient

for short$hauls of high value goods

Tru!k Flexi le in routing ' time schedules# efficient

for short$hauls of high value goods

-a er Lo( cost for shi%%ing ulk lo($value

goods# slo(est form

-a er Lo( cost for shi%%ing ulk lo($value

goods# slo(est form

Pi e,ine

Shi% %etroleum# natural gas# and chemicalsfrom sources to markets

Pi e,ine

Shi% %etroleum# natural gas# and chemicalsfrom sources to markets

Air )igh cost# ideal (hen s%eed is needed or to

shi% high$value# lo($ ulk items

Air )igh cost# ideal (hen s%eed is needed or to

shi% high$value# lo($ ulk items

Sri Murtiasih, Dr


20/53

C"oosin% Trans or a ionMo&es

1. Speed.

2. Dependability. 3. Capability.4. Availability.5. Cost.

Checklist for ChoosingTransportation Modes

Sri Murtiasih, Dr


21/53

MENGELOLA SALURANPEMASARAN

Saluran-saluran hendaknyadipilih berdasarkan efsiensi,kemampuan untuk dikendalikan,dan kemampuannya

diadaptasikanSri Murtiasih, Dr


22/53

Sa,uran Pemasaran Baran%Konsumen

4e"el + 4e"el>* 4e"el>- 4e"el>?

Perusahaan

&onsumen

Perusahaan Perusahaan

&onsumen

Perusahaan

Pengecer

Pedagang Besar

Pengecer

&onsumen

Pedagang Besar

Pemborong

Pengecer

&onsumen

Sri Murtiasih, Dr


23/53

Men%i&en i+ikasi A, erna i+ Sa,uranU ama

I/ 'enis Peran ara*. @iraniaga perusahaan-. 'gen Produsen?. Distributor industri

33. 'um,a" Peran ara*. Distribusi 0ksklusi# -. Distribusi Selekti# ?. Distribusi 3ntensi#

III/ S#ara &an Tan%%un% 'a0a) An%%o a Sa,uran*. &ebijakan harga-. Syarat Penjualan?. ak teritorial distributor /. !asa dan tanggung jawab timbal balik

Sri Murtiasih, Dr


24/53

Promotional Mi;Promotional Mi;

Sri Murtiasih, Dr


25/53

Pur oses o+ Promo ionPur oses o+ Promo ion

o tell consumers about a companyAso tell consumers about a companyAs

5oods5oodsSer"icesSer"ices3mages3mages3deas3deas

Sri Murtiasih, Dr


26/53

Pur oses o+ Promo ionPur oses o+ Promo ion

o persuade consumers to buyo persuade consumers to buy

Sri Murtiasih, Dr


27/53

Promotion’s Recipe for Success:

Mi; "ariouscommunication

acti"ities together andser"e to potentialcustomers until desiredoutcome is achie"ed.

Sri Murtiasih, Dr


28/53

he op $he op $ 'irlinesC 'irlinesC

Traveler Magazine

FlynnFlynnThe bikesThe bikesthe prosthe prosuse.use.

25% OffCoupon

'd"ertising 'd"ertising

Personal sellingPersonal selling

PublicityPublicity

Sales promotionSales promotion

Communi!a ion Te!"ni1ues

Sri Murtiasih, Dr


29/53


30/53

Sri Murtiasih, Dr


31/53

A&2er isin% A&2er isin% 'ny paid #orm o# nonpersonal presentation o# 'ny paid #orm o# nonpersonal presentation o#

ideas, images, goods, or ser"icesideas, images, goods, or ser"ices

he most "isible element o# the promotional mi;he most "isible element o# the promotional mi;Sri Murtiasih, Dr


32/53

The New Barchetta The New Barchetta

• Actual cost o ad!ertisement is "uiteActual cost o ad!ertisement is "uitehigh#high#

• Since many people recei!e theSince many people recei!e themessage, the per contact cost ismessage, the per contact cost is!ery lo$#!ery lo$#

Sri Murtiasih, Dr


33/53

%oodsSer!icesmagesdeas

The *et for +our Pet

At 'echco,$e(re riendly

to ourcustomers and

theen!ironment#

Sa& "o to Drugs,Diamonds fromDesmond’s

ewelers are a girl’s!est friend"

Sri Murtiasih, Dr


34/53

A&2er isin% A&2er isin%

Messages can be deli"ered by:Messages can be deli"ered by:ele"isionele"ision

2adio2adio

1ewspapers1ewspapersMagaEinesMagaEinesDirect mailDirect mailFutdoor ad"ertisementsFutdoor ad"ertisements

DirectoriesDirectorieshe 3nternethe 3nternet

Sri Murtiasih, Dr


35/53

Persona, Se,,in% Persona, Se,,in%

Determines client needsGwants and respondsDetermines client needsGwants and respondsthrough planned, personaliEed communicationthrough planned, personaliEed communicationthat in#luences purchase decisions and enhancesthat in#luences purchase decisions and enhances#uture business opportunities#uture business opportunities

're you planningon replacing all

o# your computersat onceH

My budget wonAtallow me to replace

them all at once,but 3 want them to

be compatible.

Iou might wantto consider leasingcomputers. Iou can

get #ree ser"iceand upgrade to a

newer model whene"er you wantC

Sri Murtiasih, Dr


36/53

Se,,in% A&2an a%es

3mmediate #eedback3mmediate #eedback

7le;ibility7le;ibility

3 like the soundo# this stereo,

but 3 think itAs alittle large #or

my dorm room.

@e do carry abookshel# model

with similar sound Juality.

Selling Disad"antage

#n a per contact !asis$#n a per contact !asis$selling is the most e%pensiveselling is the most e%pensiveform of promotion"form of promotion"

Sri Murtiasih, Dr


37/53

Pu),i!i # Pu),i!i #

'ny nonpersonal presentation o# ideas, goods, 'ny nonpersonal presentation o# ideas, goods,or ser"ices that is not paid #or by the company oror ser"ices that is not paid #or by the company orindi"idual which bene#its #rom or is harmed by itindi"idual which bene#its #rom or is harmed by it

Many consumers pay close attention toMany consumers pay close attention topublicity.publicity. = 7eel publicity has more credibility because it is not a commercial7eel publicity has more credibility because it is not a commercial

messagemessage

=


38/53

-a#s "e In erne Can Be-a#s "e In erne Can BeUse& as a Sour!e o+ Pu),i!i # Use& as a Sour!e o+ Pu),i!i #

' company web site can be used to obtain and display positi"e ' company web site can be used to obtain and display positi"e#eedback.#eedback.

K ae>Bo has really changed my li#e. 3A"e lost weight,toned>up, and #eel better than e"er.L

>Susie @ells, 8'

Sri Murtiasih, Dr


39/53


' businessAs goods, ser"ices, or web site might be mentioned in an 3nternet ' businessAs goods, ser"ices, or web site might be mentioned in an 3nternetnewsgroup.newsgroup.

OnlineNews.comOnlineNews.com

-ar sho%%ing on the (eBuying a car on the web just goteasierC 'utobytel.com will help youget the #inancing, pick out themodel, color and e;tras. hen theypro"ide a Juote #rom a local dealer.

'll at the touch o# a keypad.

Sri Murtiasih, Dr


40/53


' company might agree to pro"ide a link to another businessAs web site in ' company might agree to pro"ide a link to another businessAs web site ine;change #or the same consideration.e;change #or the same consideration.

LINK TO ACME.COMLINK TO ACME.COMLINK TO ACME.COMLINK TO ACME.COM

Sri Murtiasih, Dr


41/53

Sa,es Promo ionSa,es Promo ionPromotional acti"ities other than ad"ertising,Promotional acti"ities other than ad"ertising,personal selling, and publicity which stimulatepersonal selling, and publicity which stimulatepurchasespurchases

Sales promotion acti"ities include:Sales promotion acti"ities include:


42/53

Im or an!eIm or an!e

o+ "eo+ "e

Promo ionPromo iona, Mi3 a, Mi3

Plays a key role inPlays a key role inobtaining and keepingobtaining and keepingcustomerscustomers

0nables businesses to0nables businesses tocommunicate e##ecti"elycommunicate e##ecti"elywith customerswith customers

3n#orms consumers about3n#orms consumers aboutgoodsGser"ices andgoodsGser"ices andpersuades them to buypersuades them to buy

Sri Murtiasih, Dr


43/53

Marketers ry o 8reate theMarketers ry o 8reate the3deal Blend o# Promotional3deal Blend o# Promotional

'cti"ities #or heir Businesses. 'cti"ities #or heir Businesses.

Must decide which methods willMust decide which methods willbest reach potential customers andbest reach potential customers and

communicate desired messagecommunicate desired message


PersonalPersonalsellingselling

PublicityPublicity

Sales promotionSales promotion

ard to determine e##ecti"eness o# theard to determine e##ecti"eness o# thedi##erent promotional methodsdi##erent promotional methods

1o magic #ormula that1o magic #ormula thatmarketers use to help designmarketers use to help design

promotional mi;promotional mi;

Sri Murtiasih, Dr


44/53

Fa! ors A++e! in% "e Se,e! ionFa! ors A++e! in% "e Se,e! iono+ a Promo iona, Mi3 o+ a Promo iona, Mi3

ProductAsProductAstarget markettarget market

5ood, ser"ice, image,5ood, ser"ice, image,or ideaor idea

DistributionDistributionchannelschannelsProductAsProductAscompanycompany

Must be care#ully analyEedMust be care#ully analyEedbe#ore marketers decide whenbe#ore marketers decide whenand where to in"estand where to in"estpromotional #undspromotional #unds

Sri Murtiasih, Dr


45/53

Goo&* Ser2i!e* Ima%e* or I&eaGoo&* Ser2i!e* Ima%e* or I&ea

8on"enience goods8on"enience goods Shopping goodsShopping goods

Specialty goodsSpecialty goods

ype o# product

Sri Murtiasih, Dr


46/53


Product natureProduct nature

Products which are high>Products which are high>tech, reJuiretech, reJuiredemonstration, aredemonstration, aree;pensi"e, or reJuiree;pensi"e, or reJuireinstallation should beinstallation should be

promoted through personalpromoted through personalselling.selling.

his computer isper#ect #or you. 3t

has all the so#twarepre>installed and ale#t>handed mouseC

3ne;pensi"e and sel#>3ne;pensi"e and sel#>ser"ice products can relyser"ice products can rely

on ad"ertising and saleson ad"ertising and salespromotion.promotion.

S A L E ! S A L E !10% OFF on allsmall appliances

HARRY’SHARDWARE


47/53

3ntroductory3ntroductory

5rowth5rowth

MaturityMaturity

DecliningDeclining


Stage o# li#e cycleStage o# li#e cycle

&hen 'ou are&hen 'ou are on-the-go…on-the-go…

(it’s Brea)fast*To*+o

0ach pocket pro"idesyou a deliciousbreak#ast in just

two minutesC

"e( and"e( andIm%roved.Im%roved.


48/53

Pro&u! 4s Tar%e Marke Pro&u! 4s Tar%e Marke

"s.Consumer Consumer MarketMarket

IndustrialIndustrialMarketMarket

ype o# 8onsumer ype o# 8onsumer


Sales PromotionSales Promotion

PublicityPublicity

Personal SellingPersonal Selling

1umber o# 8onsumers1umber o# 8onsumers

FewFewConsumersConsumers

ManyManyConsumersConsumers

5eographical 4ocation5eographical 4ocation

CloseCloseTogether Together

SpreadSpreadOver aOver a

Wide AreaWide Area

Sri Murtiasih, Dr


49/53

5is ri)u ion C"anne, 5is ri)u ion C"anne,

he promotionalmi; selection isa##ected by thepath that aproduct takes.

INTE ME!IA " #L$!. !I ECT A$E.

)e"uires personal selling)e"uires personal selling)e"uires personal)e"uires personalselling and ad!ertisingselling and ad!ertising


50/53


51/53

Pro&u! 4s Com an# Pro&u! 4s Com an#

'"ailable 7unds '"ailable 7unds

@al>Mart started as one small store in@al>Mart started as one small store in 'rkansas. 3n @al>MartAs early years, local 'rkansas. 3n @al>MartAs early years, localnewspaper ad"ertising and personalnewspaper ad"ertising and personalselling were all that the small companyselling were all that the small companycould a##ord.could a##ord.

oday, the @al>Mart corporation hasoday, the @al>Mart corporation hasincreased its promotional mi; to includeincreased its promotional mi; to includetele"ision, radio, newspapers, specialtele"ision, radio, newspapers, special

sales bulletins, and a @al>Mart web site insales bulletins, and a @al>Mart web site inorder to promote its national network.order to promote its national network.

0;ample:0;ample:

Sri Murtiasih, Dr


52/53

Pro&u! 4s Com an# Pro&u! 4s Com an#

Ton'’s Pizza

7ids eatfree.

,nge’s Pizza

Free kids’meals.

8ompeting businesses use similar promotional8ompeting businesses use similar promotionalmi;es and tend to #ollow the leader.mi;es and tend to #ollow the leader.

8ompetition8ompetition

Sri Murtiasih, Dr

LOGO


53/53

UG COLORING THE GLOBAL FUTURE

mgt komunikasi pemasaran-tamb2

Documents