Date post: | 11-Jan-2015 |
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Marketing for Non Marketing People
Muhammad Arman
Background
• Complex Business Environments.
• No partial view point.
• Continuing organization (sustainable).
• Strategic Business Unit, important role
• Marketing as a daily activities
• Strategic planning and action
• Understanding marketing concept
In the past, if we were trying to sell sushi, we will market it as a
cold dead fish
Bojana FazarincHewlett Packard
Story of
• Inul
• Pepsodent• Mandra• Acara minum the ala
jepang
Menu
• Marketing concept
• Marketing MIX (4 P’s of marketing)
• Marketing segmentation and targeting
• Product positioning
• Understanding customer and their needs
• Marketing information
Marketing Concept
Marketing: is the process of planning and executing the conception,
pricing, promotion and distribution of idea, goods and services to create
exchanges that satisfy individual and organizational goals (American
Marketing Association)
Marketing = sales ????
Why there are more often marketing manager than sales manager ?
Sales engineer vs marketing engineer
Identical
SalesMarketing
Different
SalesMarketing
Case
• Motor Cina
• Apakah marketing atau sales ???
Satisfaction
• Benefit, utility = value
• "Perceived value"
• Value; product over the price
Satisfaction con't
Service Quality
Product Quality
Price
Situational factors
Customer Satisfaction
Personal factors
Marketing Mix; 4P's
• Bauran Pemasaran– Product– Price– Promotion– Placement (distribution)
• A comprehension understanding of strategic and action in marketing
Marketing Mix (traditional)
Product
Price
Promotion
Place
Strategic Action
Customer
Marketing Mix
Product
Price
Distribution
Promotion
Product
Product (definition)
• A bundle of tangible and intangible attributes that seller offers a potential buyer and that satisfies the buyer's need or wants (Lusch and Lusch, 1987)
• Product : physical good or service, more often blend of both
Product
• The Core: function, basic benefits
• The Actual:, labeling, packaging, feature, color, size, material, texture, smell, taste
• The Extended: term of payment, service, branding, return policy, guarantees, training, delivery, styling.
Product vs Service
0 % 100 %
100 %
Service Emphasis
Pro
duct
Em
phas
is
Washing Powder
Fast food restaurant
Insurance
Cleaning service
Product vs service
• Product– Tangible– "distance"
production and consumption
– "Homogeneity", standardization
– Perishable
• Service– Intangible
– Inseparability production and consumption
– "Heterogeneity", Non Standard
– Imperishable
Implication
• Not only focus on production
• Give space for service, realize the need of customer
• Define the actual, core and extended of your product.
• Give "added value" of your product
Define your existing product and or service
(DISCUSSION)
Product Innovations, why?
• Survive in the competition
• Technology change, need new product
• Change of the needs of customer
• Competitor
• Legal aspect
New Product ???
It is really new?
New Product
• Simply a product that is perceived as new by the customer
• New Product means:– Really new (first discover, no one has produced
before)– Product improvement– Product addition– Repositioning Product
Successful New product
• Important
• Unique
• Sustainable
• Marketable
Process of New Product
• idea generation
• screening of ideas• business analysis• prototype
development• market tests• commercialization
What is your new product?
• Base on :– Really new product– Product improvement– Product addition– Repositioning Product
Service, deeper
“Hospitality Mentality”
It is easy enough to be pleasant
When life flows along like a song,
But the person worthwhile
Is the person who can smile
When everything goes dead wrong.
Anonymous
Dimensions Service
• Procedural– The mechanical or systems “stuff”
• Convivial– Warm & caring service – emotional “stuff”
Procedural Dimension
• Accommodation
• Anticipation
• Timeliness
• Organized Flow
• Communication
• Customer Feedback
• Supervision
Convivial Dimension
• Attitude• Attentiveness• Tone of Voice• Body Language• Tact• Naming Names• Guidance• Suggestive Selling• Problem Solving
Service from customer's point of view
Service People• Contact Employees
• Customer him/herself
• Other customer
Process• Operation flow activities
• Step in process
• Flexibility vs standard
• Technology vs human
Physical Evidence
• Tangible communication
• Service space
• Technology
• Guarantees
• Website
Brand
Branding is the process by which companies distinguish their product
offerings from those of the competition
Important of Branding
• For Customer:– Save time and effort– Security, reduce risk of purchase– Offer psychological reward
• For Supplier– Loyal base customer– Higher price– Platform to launch new product– Economic scale of promotion– An asset
Good brand name should
• Positive association
• Easy to pronounce and remember
• Distinctive
• Suggest product benefits
• Not infringe an existing registered brand name
Marketing Mix
Price
Distribution
Promotion
Product
Price
Price and Pricing Strategy
• Price: about the selling price at the end customer
• How much the customer willing to pay,
Pricing, both side
Consumer costs Business costs
Money Time Cognitive activity Behavior effort
Price willing to sell
ProfitValue
Price willing to pay
Production Promotion Distribution Marketing research
Market exchange
+
=
+
=
Price Objectives
• Income related: how much money can we make?
• Volume related: how many units can we sells?
• Competition related: what share of the available business do we want?
• Societal: what are our responsibility to our customer and society as a whole?
Five C's of Pricing
• Costs
• Customers
• Channels
• Competition
• Compatibility
Strategic Approach of Pricing
Analyze consumer-product relationships
Analyze the environmental situation
Determine the role of price in marketing strategy
Estimate production and marketing costs
Set pricing objectives
Develop pricing strategy and set prices
Think About Your
• Customer and market
• Product and competitor product
• Cost and objectives
• Environmental and situation
For your pricing
Marketing Mix
Price
Distribution
Promotion
Product
Promotion
Promotion
• Process to communicate the benefits of the product
• Basic communications approach needed
• Start from the customer
Some questions
• Who is the target?
• What should be said (actual message)? How should it be said (tone of message)?
• What medium should be used convey the message? Where should the message be placed each medium?
• When will it be done (timing)?
• How will the plan be assessed?
Promotional MIX
• Advertising
• Public relation• Sales promotion• Personal selling
Advertising
Public Relation
Sales Promotion
Personal Selling
AIDA
• Attract: friendly greeting
• Interest: focus on benefits, allowing customer to appreciate its relevance to their needs
• Desire: opening question from customer. Try to convince them of desirability
• Action; not always be immadiate purchase
Customer vs promotion
• Customer only select what they are interested in
• Customer are selective to the information we give
• Customer use “their language”, not “our language”
• Listen carefully to the customer needs even more effective than try to explain your product.
Stage of Sales Contact
• Prospecting
• Approach
• Presentation
• Handling objection
• Closing
• Follow up
Marketing Mix
Price
Distribution
Promotion
Product
Distribution
Distribution
• Traditional: Moving the goods or service from producer to customer.
• Modern, start from product design
• Size, packaging, ware house, inventory management, supply chain, distribution channel, agent, broker, media, personal interaction (service).
• As integrated marketing
Distribution Channel
• Environment
• Consumer
• Product Characteristic
• Strategy (price setting)
• Competition
• Organization
• Case : Bimbingan Belajar, Alfa Mart, Hemart, Pepsodent
Distribution of Service
• Location
• Time
• Physical Environment
• Apperance of people
Summary
• Marketing concept
• 4P's of Marketing (integrated marketing)
• Customer satisfaction
Question ?
• www.akangarman.wordpress.com
• www.akangarman.blogspot.com
• www.sdpondokbambu07.wordpress.com