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File: Ahmad/ MM/ Pemasaran/ File: Ahmad/ MM/ Pemasaran/
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PENGERTIAN DAN KONSEP DASAR PENGERTIAN DAN KONSEP DASAR
PEMASARANPEMASARAN
Pemasaran = proses sosial dan manajerial dimana individu
dan kelompok mendapatkan kebutuhan dan keinginan
mereka dengan menciptakan, menawarkan dan menukarkan
produk yang bernilai bagi orang lain (Philip Kotler; 2000; 8) .
Manajemen pemasaran = Proses perencanaan dan
pelaksanaan pemberian harga, promosi dan distribusi dari
barang, jasa dan gagasan untuk menciptakan pertukaran
dengan kelompok sasaran yang memenuhi tujuan
pelanggan dan organisasi (Kotler, 2000)
File: Ahmad/ MM/ Pemasaran/ File: Ahmad/ MM/ Pemasaran/
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PerbedaanPerbedaan PenjualanPenjualan dgndgn PemasaranPemasaran
PenjualanPenjualanPemasaranPemasaran
FalsafahFalsafah
Titik awalTitik awal
Pusat perhatianPusat perhatian
SasaranSasaran
TujuanTujuan
PersonaliaPersonalia
Menjual apa yg
bisa dibuat
Pabrik
Produk
Menjual & promosi
Keuntungan melalui
vol. penjualan
Penjual & tenaga
promosi
Membuat apa yg
Bisa dijual
Pasar sasaran
Kebutuhan
konsumen
Pemasaran
terkoordinir
Keuntungan melalui
Kepuasan konsumen
Semua personalia
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The Core Concepts of MarketingThe Core Concepts of Marketing
Needs, wants & demand
Products
Values, cost &
satisfactions
Transactions
Market & MarketerSource: Kotler: 1999;8
File: Ahmad/ MM/ Pemasaran/ File: Ahmad/ MM/ Pemasaran/
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Fisiologi
Rasa aman
Sosial
Status/ pengakuan
Aktualitas
diri
Jenjang Kebutuhan Manusia (Maslow)
Source: Kotler: 2000;172
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TugasTugas PemasarPemasar
Tugas utama seorang pemasar :
i. Merangsang & menciptakan permintaan
ii. Meningkatkan permintaan
iii. Meningkatkan kepuasan konsumen, dan
iv. Menjadikan permintaan inelastis .
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BentukBentuk PermintaanPermintaan & & TugasTugas PemasarPemasar
Tugas PemasarTugas Pemasar
Negative DemandNegative Demand
No DemandNo Demand
Latent DemandLatent Demand
Declining DemandDeclining Demand
Irreguler demandIrreguler demand
Full DemandFull Demand
Menganalisa mengapa? & program apa
dapat mengubah keyakinan dan perilaku pasar
Menemukan cara untuk
mensosialisasikan manfaat produk
Mengukur besaran, pasar potensial &
mengembangkan produk
Berupaya membalik arah penurunan
permintaan melalui pemasaran yang kreatif
melakukan synchromarketing,
(spt: harga yg fleksibel, promosi, & insentif lainnya
Mempertahankan tingkat permintaan
Overfull DemandOverfull Demand
Unwholesome demandUnwholesome demand
Melakukan demarketing
Merangkul orang-orang yang menyukai
produk-produk tsb agar menghentikannya
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SomeSome tipstips
��Better be the first in your categoryBetter be the first in your category
��If you canIf you can’’t, then set up a new t, then set up a new
category where you can be the firstcategory where you can be the first
��Better be first in the mind if not in Better be first in the mind if not in
the marketthe market
Customer
Analysis
Competitive
Analysis
Company
Analysis
SWOT Opportunity
Identification
Marketing Strategy
Marketing Plans
Product Promotion PlacePrice
Other Environmental Factors
MODEL:
Measuring Marketing Programs Effectiveness
Customer needs & wants = offer
benefit
Communication (media habits)
Convenience
Value to the customer
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Perceived products Perceived products janganjangandijadikandijadikan commoditiescommodities
Are you Are you ””sellingselling”” what customers are what customers are
““buying?buying?””
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Affordable Based on What the
Company Can Afford
Objective-and-Task Based on Determining
Objectives & Tasks, Then Estimating Costs
Objective-and-Task Based on Determining
Objectives & Tasks, Then Estimating Costs
Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales
Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales
Competitive-ParityBased on the Competitor’s
Promotion Budget
Competitive-ParityBased on the Competitor’s
Promotion Budget
Salah satu pengambilan keputusan pemasarantersulit yang dihadapi perusahaan adalah
How Much to Spend on Marketing
Setting the Total Marketing Setting the Total Marketing
BudgetBudget
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Determinants of Customer Determinants of Customer
Delivered ValueDelivered ValueImage valueImage value
Personnel valuePersonnel value
Services valueServices value
Product valueProduct value
Totalcustomer
value
Totalcustomer
value
Monetary costMonetary cost
Time costTime cost
Energy costEnergy cost
Psychic costPsychic cost
Totalcustomer
cost
Totalcustomer
cost
Customerdelivered
value
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Marketing Value TransformationMarketing Value Transformation
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Implementation and EvaluationImplementation and Evaluation
IMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATIONThe stage in the management process The stage in the management process The stage in the management process The stage in the management process
during which an organization attemptsduring which an organization attemptsduring which an organization attemptsduring which an organization attempts
to carry out its strategic planto carry out its strategic planto carry out its strategic planto carry out its strategic plan
IMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATIONThe stage in the management process The stage in the management process The stage in the management process The stage in the management process
during which an organization attemptsduring which an organization attemptsduring which an organization attemptsduring which an organization attempts
to carry out its strategic planto carry out its strategic planto carry out its strategic planto carry out its strategic plan
EVALUATIONEVALUATIONEVALUATIONEVALUATIONDetermining how well the companyDetermining how well the companyDetermining how well the companyDetermining how well the company
is achieving the goals is achieving the goals is achieving the goals is achieving the goals
set forth in its strategic planset forth in its strategic planset forth in its strategic planset forth in its strategic plan
EVALUATIONEVALUATIONEVALUATIONEVALUATIONDetermining how well the companyDetermining how well the companyDetermining how well the companyDetermining how well the company
is achieving the goals is achieving the goals is achieving the goals is achieving the goals
set forth in its strategic planset forth in its strategic planset forth in its strategic planset forth in its strategic plan
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MARKETING PLANMARKETING PLAN
1. PENDAHULUAN1. PENDAHULUAN
2. RINGKASAN EKSEKUTIF2. RINGKASAN EKSEKUTIF
3.ANALISIS SITUASI:3.ANALISIS SITUASI:
-- ASUMSIASUMSI--ASUMSIASUMSI
-- PENJUALANPENJUALAN
--PRODUKPRODUK--PRODUK UTAMAPRODUK UTAMA
--WILAYAH PENJUALAN UTAMAWILAYAH PENJUALAN UTAMA
4.TUJUAN PEMASARAN4.TUJUAN PEMASARAN
5.STRATEGI PEMASARAN5.STRATEGI PEMASARAN
6.JADWAL6.JADWAL
7.PROMOSI PENJUALAN7.PROMOSI PENJUALAN
8.ANGGARAN 8.ANGGARAN && PENGHITUNGAN LABAPENGHITUNGAN LABA--RUGIRUGI
9.PROSEDUR PENGAWASAN 9.PROSEDUR PENGAWASAN && PEMBARUAN PEMBARUAN
APENDIKSAPENDIKS
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