MEMAHAMI MANAJEMEN MEMAHAMI MANAJEMEN PEMASARANPEMASARANPEMASARANPEMASARAN

Tetty Herawaty.,SP.,MSiTetty Herawaty.,SP.,MSi

Most competitive advantages are from “f ll” b fi“fell” benefits

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Lingkup PemasaranLingkup Pemasaran

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Status Permintaan dan Tugas Status Permintaan dan Tugas PPPemasaranPemasaran

- Permintaan Negatif - Rancangan ulang produk, harga rendah & promosi positif

- Tidak Ada Permintaan - Menghubungkan manfaat dengan kebutuhan dasar & minat orang

- Permintaan Laten - Mengukur ukuran pasar & mengembangkan produk yang memuaskan

Permintaan Merosot Meng k r k ran pasar & mengembangkan prod k- Permintaan Merosot - Mengukur ukuran pasar & mengembangkan produk yang memuaskan

- Permintaan Ireguler - Synchromarketingg y g

- Permintaan Penuh - Memperbaiki mutu dan mengukur kepuasan konsumen

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- Permintaan Berlebih - Demarketing

Lingkungan Pasar Lingkungan Pasar

1. Pasar Konsumen2. Pasar Bisnis3. Pasar Global3. Pasar Global4. Pasar Nirlaba dan

Pasar Pemerintah

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PEMASARAN = MENAMBAHPEMASARAN = MENAMBAHPEMASARAN MENAMBAH PEMASARAN MENAMBAH NILAI LEBIHNILAI LEBIH

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Mendefinisikan PemasaranMendefinisikan PemasaranP M j PPemasaran :suatu proses sosial yang

didalamnya individu dan

Manajemen Pemasaran :proses perencanaan dan pelaksanaan pemikiran,didalamnya individu dan

kelompok mendapatkan apa yang mereka butuhkan dan

k d

pelaksanaan pemikiran, penetapan harga, promosi serta penyaluran gagasan, barang dan j t k i t kinginkan dengan

menciptakan, menawarkan dan secara bebas

jasa utnuk menciptakan pertukaran yang memenuhi sasaran-sasaran individu dan

mempertukarkan produk yang bernilai dengan pihak lain

organisasi

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Core Marketing ConceptsCore Marketing ConceptsCore Marketing Concepts Core Marketing Concepts Needs, wants, and demands

ProductsMarkets

ValueExchange, Value, satisfaction, and quality

g ,transactions,

and relationships

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9 Prinsip Marketing Menurut 9 Prinsip Marketing Menurut p gp gHermawanHermawan

Positioning Diferentiation

Segmentasi

Targeting

g

Selling

Marketing Mix

Segmentasi

Brand

Selling

Service

Process

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Principle 1Principle 1

View Your Market CreativelyView Your Market CreativelyView Your Market CreativelyView Your Market Creatively

SEGMENTASI

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Principle 2Principle 2

Allocate Your ResourcesAllocate Your ResourcesAllocate Your Resources Allocate Your Resources EffectivelyEffectivelyTARGETING

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Principle 3Principle 3

Lead Your Customer CrediblyLead Your Customer CrediblyPOSITIONING “Smart Young & Role Model”Smart, Young & Role Model

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PositioningPositioning is the act of designing a company’s offeris the act of designing a company’s offerPositioning Positioning is the act of designing a company s offer is the act of designing a company s offer so that it occupies a distinct and valued place in the target so that it occupies a distinct and valued place in the target

consumer’s mindsconsumer’s minds

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Principle 4Principle 4

Integrate Your Content &Integrate Your Content &Integrate Your Content & Integrate Your Content & ContextContext

DIFFERENTIATION

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Principle 5Principle 5

Integrate Your Offer & AccessIntegrate Your Offer & AccessMARKETING MIX

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Principle 6Principle 6

Build LongBuild Long term Relationshipterm RelationshipBuild LongBuild Long--term Relationship term Relationship With Your CustomersWith Your CustomersSELLINGTips To Build Relationship1. Satisfy your customer2. Listen to find out what the customer really want3. Charisma4. Give value5 Emphaty5. Emphaty6. Create suprice7. Keep in touch

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7. Keep in touch

Principle 7Principle 7

Avoid CommodityAvoid Commodity--like Traplike TrapBRAND

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Principle 8Principle 8pp

Make Service as Your Way of LifeMake Service as Your Way of LifeSERVICESERVICEThe Five Dimensions of Service Quality 1. Reliability, Ability to perform the

promised service dependably and p p yaccurately

2. Assurance, Knowledge and courtesy or employees and their ability to convey trust and confidencetrust and confidence

3. Tangible, physical facilities, equipment and appearance of personal

4. Empathy, caring, individualized4. Empathy, caring, individualized attention the firm provides its customers

5. Responsiveness, willingness to help customersw and provide prompt service

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Principle 9Principle 9

Improve Your Quality Cost &Improve Your Quality Cost &Improve Your Quality, Cost & Improve Your Quality, Cost & DeleveryDelevery

PROCESS

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Marketing and Sales Concepts Marketing and Sales Concepts ContrastedContrastedContrastedContrasted

StartingPoint Focus Means Ends

Factory ExistingProducts

Sellingand

Profitsthrough

Point Focus Means Ends

y Products Promotingg

Volume

The Selling Concept

M k t Customer Integrated Profitsth hMarket Customer

NeedsIntegratedMarketing through

Satisfaction

The Marketing Concept

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The Marketing Concept

Marketing Management Marketing Management g gg gPhilosophiesPhilosophies

Production Concept •Consumers favor products that are available and highly affordable.

•Improve production and distribution.

Product Concept

p p

•Consumers favor products that offer the most quality, performance, and innovative features.

Selling Concept •Consumers will buy products only if the company promotes/ sells theseproducts.

Marketing Conceptp

•Focuses on needs/ wants of target markets & delivering satisfaction better than competitors.

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Societal Marketing Conceptp

•Focuses on needs/ wants of target markets & delivering superior value.

Kecenderungan Perubahan Perusahaan Kecenderungan Perubahan Perusahaan Terhadap Perubahan Dunia Bisnis dan Terhadap Perubahan Dunia Bisnis dan

PemasaranPemasaranRekayasa ulangMendapatkan sumber luarE-commerceBenchmarkingAliansiPemasok mitraBerpusat pada pasarGlobal dan lokalT d t li i

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Terdesentralisasi

Marketing’s FutureMarketing’s Future

“It (marketing) encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view.”p

Peter Drucker

Marketing has become the job of everyone.Marketing has become the job of everyone.

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Tema Pemasaran UtamaTema Pemasaran Utama

Pemasaran hubunganNilai masa hidup pelangganPangsa pelangganPemasaran sasaranIndividualisasiBasis data pelangganKomunikasi pemasaran terpaduSaluran pemasaran sebagai mitraS ti k b i

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Setiap karyawan sebagai pemasar