pengenalan m pemasaran.pdf

7/23/2019 Pengenalan M Pemasaran.pdf

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Fakultas Ekonomi

Pengenalan Manajemen Pemasaran


2/21

Fakultas Ekonomi

Marketing Review


3/21

Market ing isn t somebody s responsib i l i ty

market ing is everybodys respon sib i l i ty

Jack Welch, CEOGeneral Electric Co.

Fakultas Ekonomi


4/21

The process of

planning andexecuting

the conception,

pricing,promotion,and

distribution of

goods, services,and ideas

to create exchanges

that satisfy

individual and organizational goals

Market ing management is :

Managerial p rocess1

Market ing m ix2

Exchange creat ion3

Satisfact ion4

Others goals5

PENGERTIAN

MANAJEMEN PEMASARAN


5/21

KONSEP INTI PEMASARAN

Kebutuhan,

Keinginan &

Permintaan

Produk (brg,

jasa &

gagasan)

Nilai, biaya

& kepuasanPertukaran

& transaksi

Hubungan

& jaringanPasarPemasar &

calon pembeli


6/21

KONSEP Penjualan & KONSEP Pemasaran

Konsep penjulan

Pabrik

AkhirSaranaFokusTitik awal

Keuntungan melalui

volume penjualan

Penjualan

& promosiProduk

Pasar

sasaranKebutuhan

pelanggan

Pemasaran

yg terintegrasiKeuntungan melalui

kepuasan pelanggan

Konsep pemasaran


7/21

Needs,

wants,

and

demands

Products

The Core Concepts o f Market ingFakultas Ekonomi


8/21

Choose the value

Customer

segmentation

Value

positioning

Market

selection

focus

Exchange creation

Needs,

wants,

and

demands

Products

The Core Concepts o f Market ing

Product

development Pricing

Sourcing

making

Distributing

Servicing

Sales force Sales

promotionAdvertising

Provide the value Communicate the value

Fakultas Ekonomi


9/21

Needs

The Core Concepts of Marketing

Utilitarian

Symbolic

Hedonic

WantsDemand

Specific

product

Ability

and

willingness

to buy

Fakultas Ekonomi


10/21

Needs

The Core Concepts of Marketing

Utilitarian

Symbolic

Hedonic

WantsDemand

Ability

and

willingness

to buy

Products

Goods,services, and

ideas

Specific

product

= ?

Fakultas Ekonomi


11/21

Production

Customer

Marketing

(e)

Customer

(d)

Market ings Ro le in the Company

Production Finance

MarketingHuman

Resources

(a)

Production

(c)

Marketing

ProductionFinance

Marketing

Human

Resources

(b)

Fakultas Ekonomi


12/21

The Production Concept

The Product Concept

The Selling Concept

The Marketing Concept

The Societal Marketing Concept

Company or ientat ions toward the Marketplace

Traditional

Exchange

Creation

ProductionFinance

Marketing Human

Resources

(a)

Production

Customer

Marketing

(e)

:

:

Fakultas Ekonomi


13/21

Communicate the valueProvide the valueChoose the value

Sell the productMake the product

ServiceDistribute

Advertising

a) Traditional view ( physical process)

b) Exchange creation view (value-creating process)

Advertise

Sales

promotionSales force

Distributing

Servicing

Sourcing

making

PricingProduct

developmentValue

positioning

Market

selection

focus

Customer

segmentation

SellPriceMakeProcureDesign

product

Fakultas Ekonomi

Product

Product

Feedback


14/21

Sales force

Advertising

Communicate the value

Sales

promotion

Product

development Pricing

Sourcing

making

Distributing

Servicing

Provide the value

The process of

planning an d execut ing

the conception,

pricing,

promot ion ,an d

distribution o f

goods, services ,a nd ideas

to createexchanges

thatsatisfy

individual and organizationalgoals

Market ing m anagemen t is :

Manager ia l process1

Market ing mix2

Exchange creation3

Sat isfact ion4

Others goals5

Choose the value

Customer

segmentation

Value

positioning

Market

selection

focus

Market ing Management

MarketOpportunities

Analysis (MOA)

Differentiating

and

Positioning

Managing

Price

ManagingProducts

ManagingChannels

Managing

Promotion

Exchange creation Marketing mix

Fakultas Ekonomi


15/21

Exchange Process

?

Consumers

get

a product

Consumers

pay

a product

Producers

offer

a product

Producersset up

the price

Sisi

produsenConsumers

SideMonroe, 1990

Producers

Side

Fakultas Ekonomi


16/21

Consumer Side

It will effect on

Perceived Quality

Perceived Risk

Perceived Quality

Perceived Risk

Monroe, 1990

Consumerget

a product

It will effect on

Consumerspay

a product

Fakultas Ekonomi


17/21

Monroe, 1990

Customer

value

Perceived Quality

Perceived Risk

=

Fakultas Ekonomi

CUSTOMER VALUE


18/21

TM

MM

LM (FL)

Customer

Organisasi tradisional Organisasi moderen

Customer

LM (FL)

MM

TM


19/21

Managing Customer Value

Value

Vo

Vn

Timetn

Vo

Vn

Superior CustomerValue

Building RelationshipCustomer

Vc

Fakultas Ekonomi


20/21

Apakah semua perusahaan perlu

menerapkan ko nsep Pemasaran ?

Dapatkah Anda menyebutk an perusahaanyg t idak memer lukan or ientas i tsb ?

Perusahaan apa yg membutuh kan

kons ep tersebut ?

Diskusikan !!! !! ! !


21/21

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