memahami-manajemen-pemasaran-1compatibility-mode

MEMAHAMI MANAJEMEN PEMASARAN Tetty Herawaty.,SP.,MSi

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

[email protected] blog.unpad.ac.id/TettyHerawaty

Lingkup Pemasaran


Status Permintaan dan Tugas Pemasaran Pemasaran - 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

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

g - Permintaan Ireguler

- Synchromarketing y g

- Permintaan Penuh

- Memperbaiki mutu dan mengukur kepuasan konsumen

- Permintaan Berlebih

- Demarketing


Lingkungan Pasar 1. 2. 3. 4.


Pasar Konsumen Pasar Bisnis Pasar Global Pasar Nirlaba dan Pasar Pemerintah

PEMASARAN = MENAMBAH NILAI LEBIH


Mendefinisikan Pemasaran P Pemasaran : suatu proses sosial yang didalamnya individu dan kelompok mendapatkan apa yang mereka butuhkan dan inginkan k dengan d menciptakan, menawarkan dan secara bebas mempertukarkan produk yang bernilai dengan pihak lain [email protected] blog.unpad.ac.id/TettyHerawaty

M Manajemen j Pemasaran P : proses perencanaan dan pelaksanaan pemikiran, penetapan harga, promosi serta penyaluran gagasan, barang dan j jasa utnuk t k menciptakan i t k pertukaran yang memenuhi sasaran-sasaran individu dan organisasi

Core Marketing Concepts Needs, wants, and demands Markets

Exchange, g , transactions, and relationships [email protected] blog.unpad.ac.id/TettyHerawaty

Products

Value, Value satisfaction, and quality

9 Prinsip p Marketing g Menurut Hermawan

Positioningg

Diferentiation

Targeting

Marketing Mix

Segmentasi

Selling Brand Service Process


Principle 1

View Your Market Creatively SEGMENTASI


Principle 2

Allocate Your Resources Effectively TARGETING


Principle 3

Lead Your Customer Credibly POSITIONING “Smart Smart, Young & Role Model Model”


Positioning

is the act of designing a company’s company s offer so that it occupies a distinct and valued place in the target consumer’s minds


Principle 4

Integrate Your Content & Context DIFFERENTIATION


Principle 5

Integrate Your Offer & Access MARKETING MIX


Principle 6

Build Long Long--term Relationship With Your Customers SELLING Tips To Build Relationship 1. Satisfy your customer 2. Listen to find out what the customer really want 3. Charisma 4. Give value 5 5. Emphaty 6. Create suprice 7. Keep in touch [email protected] blog.unpad.ac.id/TettyHerawaty

Principle 7

Avoid CommodityCommodity-like Trap BRAND


Principle p 8

Make Service as Your Way of Life SERVICE The Five Dimensions of Service Quality 1. Reliability, Ability to perform the ppromised service dependably p y and accurately 2. Assurance, Knowledge and courtesy or employees and their ability to convey trust and confidence 3. Tangible, physical facilities, equipment and appearance of personal 4. Empathy, caring, individualized attention the firm provides its customers 5. Responsiveness, willingness to help customersw and provide prompt service [email protected] blog.unpad.ac.id/TettyHerawaty

Principle 9

Improve Your Quality Quality, Cost & Delevery PROCESS


Marketing and Sales Concepts Contrasted Starting Point

Focus

Factory y

Existing Products

Means

Ends Profits g through Volume

Selling and Promoting

The Selling Concept

M k t Market

Customer Needs

Integrated Marketing

Profits th through h Satisfaction

The Marketing Concept [email protected] blog.unpad.ac.id/TettyHerawaty

Marketing g Management g Philosophies Production Concept

•Consumers favor products that are

available and highly affordable. •Improve p production p and distribution.

Product Concept

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

Selling Concept

•Consumers will buy products only if the company promotes/ sells these products. p

Marketing Concept Societal Marketing Concept [email protected] blog.unpad.ac.id/TettyHerawaty

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

Kecenderungan Perubahan Perusahaan Terhadap Perubahan Dunia Bisnis dan Pemasaran Rekayasa ulang Mendapatkan sumber luar E-commerce Benchmarking Aliansi Pemasok mitra Berpusat pada pasar Global dan lokal T d Terdesentralisasi t li i [email protected] blog.unpad.ac.id/TettyHerawaty

Marketing’s Future z

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

z

Peter Drucker

Marketing has become the job of everyone.


Tema Pemasaran Utama Pemasaran hubungan Nilai masa hidup pelanggan Pangsa pelanggan Pemasaran sasaran Individualisasi Basis data pelanggan Komunikasi pemasaran terpadu Saluran pemasaran sebagai mitra S ti karyawan Setiap k sebagai b i pemasar [email protected] blog.unpad.ac.id/TettyHerawaty