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UNDERSTANDING UNDERSTANDING MARKETING MARKETING MANAGEMENT MANAGEMENT BY : RENNY BY : RENNY
R (2013)R (2013)
MARKETING MANAGEMENT 2013
Silabi Manajemen PemasaranSilabi Manajemen Pemasaran1. Understanding MM
2. Customer value, satisfaction and Loyalty 3. Analyzing consumers market 4. Market Segments & Targets5. Brand Equity6. Brand Positioning7. Dealing with competition8. Setting product strategy9. Pricing Strategy10. Marketing Channels11. Communicating value12. Presentasi Marketing Plan
TugasTugas
Kelompok :1. Presentasi per chapter2. Presentasi Marketing Plan
Buku Wajib :Kotler, Keller, Marketing Management, edisi
14, 2012
PenilaianPenilaian
Partisipasi : 10%Nilai Presentasi Individual :
20%Nilai Presentasi Kelompok : 10%UTS : 30%UAS : 30%
5
What is Marketing…??What is Marketing…??Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All of the above, plus much more!
Define
d
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 25
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large. (American
Marketing Association, dalam Kotler dan Keller, 2012)
Define
d
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 25
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others (Kotler and Keller, 2012)
Define
d
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 25
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
9
Simple Marketing SystemSimple Marketing System
Industry(a collection
of sellers)
Market(a collection
of Buyers)
Goods/services
Money
Communication
Information
ExperiencesEventsPropertiesOrganizationsInformationIdeas
What is Marketed?What is Marketed?
Places
Persons
Services
Goods
What is Marketed?What is Marketed?1. Goods – Physical products, consumer products, consumer durables, etc.2. Services – Transport, repair & maintenance, legal, financial, consultancy, hotel, specialised skills, professionals, 3. Events – Trade shows, sports, world cups, vintage car rally,
fashion shows, artistic performance, annual functions, event management, etc.4. Experiences – Theatres, opera, Disney-world, trekking, mountaineering, ocean cruise, cinema, music
concerts, etc.5. Persons – Celebrity marketing, film stars, politicians, artists, performers, advertisers, and now also CEOs of companies.6. Places – Cities, states, countries for tourism, leisure & place
for industrialisation, real estate agents & business
What is Marketed?........What is Marketed?........ 7. Properties – Ownership of tangible properties like real
estate, house, apartment, farm house, precious metals and intangible properties like financial portfolio of various securities, stocks, bonds.8. Organisation – Building up identity, image, reputation, and brand value in the minds of consumers.9. Information – It can be produced, packaged & marketed as a product – text books, encyclopaedias, magazines & journals on literature, science, technology, medicine
info, available thru internet10. Ideas – The concept regarding a utility, business
opportunity, advertising / marketing ideas, scientific & technical, social, financial, psychological etc.
Core Marketing ConceptsCore Marketing ConceptsNeeds, Wants, and
Demands
Target Markets, Positioning, and
Segmentation
Offerings and Brands
Value and Satisfaction
Core Marketing ConceptsCore Marketing ConceptsMarketing Channels
CompetitionMarketing
Environment
Supply Chain
PENERBIT ERLANGGA 16
Core Marketing ConceptsCore Marketing Concepts
17
Core Concepts of Core Concepts of MarketingMarketing
Based on : Needs, Wants, Desires / demand
Products, Utility, Value & Satisfaction
Exchange, Transactions & Relationships
Markets, Marketing & Marketers.
18
Needs, wants, and demandsNeeds, wants, and demands; ;
Needs are states of felt deprivation. All humanity have the same needs;
◦ Physical needs: Food, clothing, shelter, safety.◦ Social needs: Belonging, affection.◦ Individual needs: Learning, knowledge, self-expression
– food ( is a must )
Wants; are needs shaped by culture and individual personality
Want – Pizza, Burger, French fry's ( translation of a need as per our experience )
Demand – Burger ( translation of a want as per our willingness and ability to buy )
Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan
19
Penawaran Pasar (Marketing Offer)Penawaran Pasar (Marketing Offer)
consumer needs and wants are fulfilled through a marketing offer, which is some combination of products, services, or experiences offered to a market to satisfy a need.
Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan
Value
the value or benefits the customers gain from using the product versus the cost of obtaining the product.
Satisfaction
Based on a comparison of performance and expectations.
Performance > Expectations => Satisfaction
Performance < Expectations => Dissatisfaction
Exchange, transactions, and relationships
Exchange : The act of obtaining a desired object from
someone by offering something in return.Transaction :
consists of a trade values between two parties.Relationship :
The goal of marketers is to build solid relationship with customers and retaining them by delivering superior value.Markets The set of all actual and potential buyers of a product. Sellers must search for buyers, both buyers and sellers are carried out by marketing
Who is Responsible for Who is Responsible for Marketing?Marketing?
Chief Marketing Officer(CMO)
Entire Organization
Marketing Department
HolisticMarketing
Marketing Concepts
SellingProductProduction
Mass productionMass distribution
QualityInnovation
Unsought goodsOvercapacity
Create, deliver, and communicate value
Production ConceptProduction Concept
Product ConceptProduct Concept
Selling ConceptSelling Concept
Marketing ConceptMarketing Concept
Consumers prefer products that are widely available and inexpensive
Consumers favor products that offer the most quality, performance,
or innovative features
Consumers will buy products only ifthe company aggressively
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value
better than competitors
Company Orientations Company Orientations Towards the MarketplaceTowards the Marketplace
Pemasaran secara keseluruhan (holistic marketing)
merupakan ide dimana pemasaran merupakan segalanya, dikatakan bahwa organisasi yang sukses harus memiliki pendekatan secara menyeluruh pada pemasaran dimana semua bagian dari organisasi memfokuskan untuk bagaimana meningkatkan nilai tambah bagi pelanggan dan bagaimana mengkomunikasikan nilai tersebut kepada pelanggannya.
Holistic Marketing Holistic Marketing DimensionsDimensions
Figu
re
1.3
Relationship MarketingRelationship Marketing
Build long-term relationships
Develop marketing networks
Integrated MarketingIntegrated Marketing
Create, communicate, and deliver customer value
Internal MarketingInternal Marketing
Performance MarketingPerformance Marketing
Social Responsibility
Financial Accountability
The Four P’s of the Marketing The Four P’s of the Marketing MixMix
Figu
re
1.4
Developing market strategies and plans
Capturing marketing insightsConnecting with customersBuilding strong brandsShaping market offeringsDelivering valueCommunicating valueCreating long-term growth
Marketing Management Marketing Management TasksTasks
Tahap-tahap Proses Tahap-tahap Proses PerencanaanPerencanaan
33
Menganalisis peluang pasar
Merancang strategi pemasaran
(Bab 11-13)
Merancang program pemasaran
(Bab 14-21)
Riset pemasaran dan sistem informasi (bab 5)
Lingkungan pemasaran (bab 6)
Pasar konsumen(bab 7)
Pasar bisnis (bab 8)
Memperhatikan para pesaing (bab 9)
Mengidentifikasi segmentasi pasar
(bab 10)
Strategi Positioning (bab 11)
Pengembangan pasar baru (bab 12)
Peluang & tantanganglobal yang berubah
(bab 13)
Seting strategi produk dan merek
(bab 14)
Mendesain jasa (bab 15)
Strategi harga (bab 16)
Saluran pemasaran (bab 17 & 18)
Strategi promosi (bab 19 s/d 21)
Melaksanakan pemasaran
(Bab 22)
Melaksanakan usahaPemasaran total
(bab 22)
Faktor-faktor Faktor-faktor yyang Mempengaruhi ang Mempengaruhi Strategi PerusahaanStrategi Perusahaan
34
TargetConsumers
Product
Place Price
Promotion
Mar
ketin
g
Im
plem
enta
tion
Marketing
Planning
Marketing
Control
Mar
ketin
g
Analysis
Competitors
MarketingIntermediaries
PublicsSuppliers
Demographic-Economic
Environment
Technological-Natural
Environment
Political-Legal
Environment
Social-Cultural
Environment
10 dosa pemasaran10 dosa pemasaran1. Perusahaan tidak berfokus pada pasar dan tidak digerakkan oleh
pelanggan pada tingkat yang memadai2. Perusahaan tidak sepenuhnya memahami pelanggan sasarannya3. Perusahaan perlu menentukan dan memantau pesaingnya
dengan lebih baik4. Perusahaan belum mengelola hubungan dengan pemangku
kepentingan (stakeholder)nya secara benar5. Perusahaan kurang lihai dalam menentukan peluang-peluang
baru6. Rencana pemasaran dan proses perencanaan perusahaan buruk7. Kebijakan-kebijakan produk dan jasa perusahaan memerlukan
pengetatan8. Keahlian komunikasi dan pembangunan merek perusahaan
lemah9. Perusahaan tidak terorganisasi dengan baik untuk menjalankan
pemasaran secara efektif dan efisien10. Perusahaan tidak memaksimalkan pemanfaatan teknologi.
13 Kunci Marketing 2013 13 Kunci Marketing 2013 ala Hermawan Kartajayaala Hermawan Kartajaya
1. Connectivityo [konektivitas].2. Community [komunitas].3. Confirmation [konfirmasi].4. Clarification [klarifikasi].5. Codification [kodifikasi]6. Co-creation7. Currency [mata uang].8. Communal Activation [aktivasi komunitas].9. Kesembilan, Conversation [obrolan].10.Commercialization [komersialisasi].11.Character [karakter].12.Care [perhatian].13. Collaboration [kolaborasi]