Transcript 01-Pengenalan Manajemen Pemasaran File - E

Introducing of Marketing &
Customer Satisfaction
Sumber Bacaan
Kotler dan Keller, Prinsip-prinsip Pemasaran, Prentice Hall, 2009
Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003
Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007
M. Eko Fitrianto
[email protected] | @fitrianto2001
Peta Pembelajaran
“Manajemen Pemasaran” (Overall)
Result
(Findings)
Inter
nal
Exter
nal
What should
we do ?
Environment
Analysis
What Is Our
Business ?
Create
Vision&
Mision
Goal
Marketing
Research
Marketing
Tools
Unique?
Important?
Deliver?
Needs &
Wants
Marketing
Mix
How to ?
What we
want to be in
the future ?
What?
How to know ?
STP
• Product
• Price
• Distribution
• Promotion
• Segmentation
• Targeting
• Positioning
Compt
Advt.
Value
Cost?
+
3P
Suistainble
Strategy
Cus. Satisf
Branding
Mark Expan.
Peta Pembelajaran
“Manajemen Pemasaran” (Introducing)
(1) Definition
(7) Company Orientation
to market
(2) Need, Wants and
Demand
Marketing
Production
Product
Selling
Marketing
(3) What is market ?
(6) Marketing Concept
and Tools
(4) Core marketing
Concept ?
STP
(5) Scope of marketing
Marketing Mix
10 Things we can offer
to market
Goods, Service, Place, Information, Experience,
Properties, Idea, Event, Organization, Person
Introducing
Characteristics and Scope of Marketing
Marketing
• Marketing is a social and managerial process by which
individuals and groups obtain what they need and want
through creating and exchanging products and value with
others (Kotler)
Marketing
• Proses perencanaan dan pelaksanaan pemikiran, penetapan
harga, promosi dan penyaluran gagasan, barang dan jasa
untuk menciptakan pertukaran yang memenuhi sasaransasaran individu dan organisasi (AMA-American Marketing
Association)
Needs, Wants, and Demands
Kebutuhan (Needs)
• Tuntutan dasar manusia  Makan
Keinginan (Wants)
• Hasrat akan pemuas kebutuhan
tertentu  Mau makan apa? (Bakso,
Sate, Nasi)
Permintaan (Demands)
• Keinginan akan suatu produk yang
didukung dengan kemampuan dan
kesediaan untuk membelinya 
Mobil BMW ?
Demand States
• Negative demand
• No demand
• Latent demand
• Decline demand
• Irreguler Demand
• Full demand
• Excess demand
• Unwholesome demand
Core Marketing Concept
Value
and
Satisfaction
Markets
Exchange,
Transaction
&
Relationship
The Scope of Marketing
Marketing
Typically seen as the task of creating,
promoting, and delivery goods and
services to consumer or bussiness
•Places
•Properties
•Organizations
•Information
•Ideas
•Goods
•Services
•Experiences
•Events
•Persons
Marketing Concepts And Tools
S
Segmentation
Targeting
Positioning
Concept
T
P
Marketing Mix
Marketing Mix Strategy
Marketing
Concepts And Tools
• Relationships and Networks
– Relationship marketing
– Marketing network
• Marketing Channels
• Supply Chain
• Competition
– Brand competition
– Industry competition
– Form competition
– Generic competition
Company Orientations
Toward the Marketplace
Prodction
concept
Marketing
concept
Company
orientation
Selling
concept
Product
concept
Pemasaran Jasa dalam konteks
Pemasaran Relasional
• Orientasi ke Pasar
– Selling (jangka pendek) vs Marketing (jangka panjang)
Volume
Relasion
al
Penekanan Pemasaran Relasional
Mendapatkan
konsumen baru
memerlukan biaya 5
kali lipat lebih mahal
daripada
mempertahankan
konsumen lama
Strategi Pemasaran Relasional
Pasar
Pelanggan
(end user,
intermediari)
Pasar pengaruh
(stock holder,
pemerintah,
pesaing, dll)
Pasar Rekrutmen
(Tenaga kerja=>
Univ, Agen SDM, dll
Refferal
market
Pasar pemasok
(modal, teknologi,
kompetensi,
kapabilitas)
Pasar internal
(Internal
perusahaan)
Perbedaan pemasaran transaksional
dan Pemasaran Relasional
ASPEK
PENJUALAN
PEMASARAN
Mempertahankan
FOKUS
Penjualan
ORIENTASI
Karakteristik produk
Manfaat produk
SKALA WAKTU
Jangka pendek
Jangka Panjang
Terbatas
Tinggi
KONTAK
Rendah
Tinggi
KUALITAS
Urusan bagian operasi
Urusan semua bagian
KOMITMEN KEPADA
KONSUMEN
konsumen
Sekian dan Terimakasih