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Dr. Hotniar Siringoringo
HOTNIAR SIRINGORINGOHOTNIAR SIRINGORINGOLEMBAGA PENELITIANLEMBAGA PENELITIANKAMPUS D GD 4 LT. 1KAMPUS D GD 4 LT. 1JL. MARGONDA RAYA NO. 100 DEPOKJL. MARGONDA RAYA NO. 100 [email protected]@staff.gunadarma.ac.idhotniarsiringoringo@[email protected]://http://staffsite.gunadarma.ac.idstaffsite.gunadarma.ac.id
Dr. Hotniar Siringoringo
Why Market?
To communicate that you are engaged in new To communicate that you are engaged in new and different activitiesand different activities
To attract paying customers in sufficient To attract paying customers in sufficient numbers to support the activitiesnumbers to support the activities
Dr. Hotniar Siringoringo
Kotler’s Definition of Marketing
The marketing concept holds that the main The marketing concept holds that the main task of the company is to determine what a task of the company is to determine what a given set of customersgiven set of customers’’ needs, wants, and needs, wants, and values are and to dedicate the organization values are and to dedicate the organization to delivering the solution.to delivering the solution.
Dr. Hotniar Siringoringo
AMA Definition of Marketing
The marketing is an organizational function The marketing is an organizational function an a set of function for creating, an a set of function for creating, communicating, and delivering value to communicating, and delivering value to customer, and for managing customer customer, and for managing customer relationships in ways that benefit relationships in ways that benefit organisationorganisation as its stakeholderas its stakeholder
Dr. Hotniar Siringoringo
KEY MARKETING QUESTIONSWhat is our business?What is our business?What is our strategic intent?What is our strategic intent?Who are the players in our six market?Who are the players in our six market?What do they perceive as value?What do they perceive as value?What is our value delivery plan?What is our value delivery plan?What have been our result?What have been our result?How do we continue to improve?How do we continue to improve?
Dr. Hotniar Siringoringo
The Marketing ProcessCorporate strategy
marketing strategy
manufacturing strategy
financial
marketing mix
financial strategy
targeting segmentation positioning
Integrated communication
Monitor and controlsselling
Marketing belongs to marketing specialist but going to market is a process owned by everyone in the company
Dr. Hotniar Siringoringo
PEMASARAN DAN TARGET PASAR
PemasaranPemasaran : : prosesproses perencanaanperencanaan dandanimplementasiimplementasi ideide konsepkonsep, , hargaharga, , promosipromosi, , dandan distribusidistribusi barangbarang, , jasajasa, , organisasiorganisasi, , atauataukejadiankejadian untukuntuk menciptakanmenciptakan dandanmemeliharamemelihara hubunganhubungan yang yang akanakanmemuaskanmemuaskan tujuantujuan individuindividu atauatau organisasiorganisasi
Dr. Hotniar Siringoringo
Market SegmentsA group of potential customers with a greatA group of potential customers with a greatdeal in common for which a specialized set of deal in common for which a specialized set of goods or services may be provided.goods or services may be provided.
Examples:Examples:LawyersLawyersHealth Care ProfessionalsHealth Care ProfessionalsAccountantsAccountants
Dr. Hotniar Siringoringo
Successful continuing education Successful continuing education organizations must continually organizations must continually communicate two messages:communicate two messages:
The mission of the organization therefore enhancing The mission of the organization therefore enhancing their imagetheir image
The individual programs and products currently The individual programs and products currently availableavailable
Dr. Hotniar Siringoringo
Image Marketing Should Target:Image Marketing Should Target:
The general publicThe general public
Client or potential client organizationsClient or potential client organizations
The governmentThe government
Funding organizationsFunding organizations
Other stakeholdersOther stakeholders
Dr. Hotniar Siringoringo
PemasaranPemasaran : : prosesproses sosialsosial dandan manajerialmanajerial dimanadimanaindividuindividu dandan grupgrup mendapatkanmendapatkan apaapa yang yang dibutuhkandibutuhkan dandan diinginkandiinginkan melaluimelalui penciptaanpenciptaan dandanpertukaranpertukaran produkproduk dandan nilainilai..
KebutuhanKebutuhankeinginankeinginan
Dr. Hotniar Siringoringo
PemasaranPemasaran: : fungsifungsi organisasiorganisasi dandan himpunanhimpunanprosesproses untukuntuk menciptakanmenciptakan, , mengkomunikasikanmengkomunikasikan dandan mengantarkanmengantarkannilainilai keke pelangganpelanggan dandan untukuntuk mengelolamengelolahubunganhubungan dengandengan pelangganpelanggan dalamdalam caracarayang yang menguntungkanmenguntungkan organisasiorganisasi dandanstakeholder.stakeholder.
Dr. Hotniar Siringoringo
MARKET TARGETINGCompany marketing
mixMARKET
Undifferentiated marketing
Company marketing
mix 1Company marketing
mix 2Company marketing
mix 3
Segment 1
Segment 2
Segment 3
Differentiated marketing
Dr. Hotniar Siringoringo
Do You Remember?
When was the last time you used the Internet to…
Generate a sales lead?
Close an actual sale?
Positively impact productivity?
Lower your costs of doing business?
Develop your brand identity?
Dr. Hotniar Siringoringo
Fact #1 – Today, technology and the Internet can be effectively used to accomplish strategic business objectives and allow even smaller companies to appear, and operate, like large corporations.
Fact #2 – Those that don’t embrace technology and the Internet as a competitive business “weapon” will ultimately be overrun by those that do.
Fact #3 – Most “web gurus” and “technology guys” DON’Tunderstand business.
Three Facts of Business Life
Dr. Hotniar Siringoringo
1. Make a business case for your company having a website. What could it do for you? How could it make life better?
2. Now, tell how your current web site proves that business case!
Take This Easy Test!
Dr. Hotniar Siringoringo
If you were to suddenly receive 1 million “qualified”visitors per day to your web site for the next month, how would your business be impacted?
If you answered only that your web stats package would show a significant spike, and your bandwidth or web hosting charges would increase, you need CyOp now!
Take This Easier Test!
Dr. Hotniar Siringoringo
CyberOptic Group consists of a team of highly technical and successful business people with a proven history of growing business revenues and profitability through effective systems, processes, and procedures.
CyberOptic Group has core expertise in identifying key business objectives and implementing plans, processes and systems to drive and measure their attainment.
CyOp Knows Business
Dr. Hotniar Siringoringo
Here are some ways to use the Internet to conduct REAL business:
Web Strategies That Work
1. Lower your costs of customer acquisition by generating highly qualified leads and having them delivered to an automatic sales/marketing lead follow-up system.
2. Provide online employee or product training and testing to increase productivity and employee skill level.
3. Have a monthly or quarterly newsletter emailed to your existing customers or prospects promoting specials and new products.
4. Have online meetings or broadcasts and allow online workgroup collaboration to reduce unnecessary travel and eliminate conflicting schedules.
5. Increase sales, improve service and lower printing and personnel costs by providing a way for customers and prospects to request and instantly receive information on your company, products, and services.
6. Use the Internet to manage relationships and activities, share information, and provide useful tools and applications to geographically dispersed clients, prospects, vendors, and employees.
Dr. Hotniar Siringoringo
Web Application Development
Automated Sales/Marketing Systems
Contact Management Applications
Web-Based Customer Support
Workflow Management Systems
Corporate Communications
Web-Enabled Databases
Multi-Media Web Presentations
Audio, Video, & Animation
Password Protected or Paid Access
Surveys & Testing
Ad Design
Pop-Ups
Banners
Web Site Design
Web Page Design & Coding
Stock Images & Custom Graphics
Meta Tag Creation
Efficient Navigational Menus
Lead & Form Capture
Counters
Special Effects
Web Site Enhancements
Java, CGI, & Flash
Forums & Message Boards
Banner/Link Exchanges
Tools, Calculators, & Generators
Affiliate & Reseller Programs
Design & Enhancement Services
Dr. Hotniar Siringoringo
If You Build It, They WONT Come! Don’t overspend on an elaborate site design that no one will see because there’s no budget to promote it!
Make sure any money spent on design ultimately will provide a return on investment.
Spend the time up-front to develop a clear project plan and do as much as you can in-house (i.e. write content, create graphics or provide photos, have a layout or geneology for the site.)
Here are some important suggestions before you initiate a web design project:
Web Design Considerations
Dr. Hotniar Siringoringo
Banner & Skyscraper Advertising
Cost per Impression (CPM)
Cost per Click (CPC)
Subscription Based
Opt-In Email & Newsletter Marketing
List or Subscriber Acquisition & Development
Autoresponder Implementation & Management
Promotional Copy Creation
Lead Generation
Internet Classified Advertising
Newsgroup Marketing
Reciprocal Link Marketing
Online Auction Selling
Search Engine & Directory Advertising
Meta Tag Optimization
Web Page Optimization
Engine & Directory Submission
Search Engine Position Placement
Search Engine Position Tracking
Affiliate Program Marketing
Affiliate Program Management
Affiliate Program Marketing
Recruiting & Developing Key Affiliates
Affiliate Tools & Resources
Pop-Ups
Pop-Overs
Pop-Unders
Internet Marketing Services
Dr. Hotniar Siringoringo
There are five advertising models on the Internet. Each offers different levels of risk that should be considered in a profitability model, from a resource and capabilities perspective:
Web Advertising Models
ModelModel RiskRisk
Subscription BasedSubscription Based Traffic Levels, CTR & Conversion RatiosTraffic Levels, CTR & Conversion Ratios
Cost per Impressions (CPM)Cost per Impressions (CPM) CTR & Conversion RatiosCTR & Conversion Ratios
Cost per ClickCost per Click Conversion RatioConversion Ratio
Cost per Action/LeadCost per Action/Lead Level of lead qualificationLevel of lead qualification
Cost per SaleCost per Sale High cost of entry, ability to recruit High cost of entry, ability to recruit sales channelsales channel
Dr. Hotniar Siringoringo
Internet Consulting Services
Project Analysis to determine objectives, available resources, responsibilities, and deadlines as well as to isolate strengths, weaknesses, and market opportunities.
Strategic Planning & Research to understand market opportunities, formulate a clear vision for the future, translate the vision into a "Mission Statement," develop strategies to achieve objectives, and provide guidance and strategies to track and measure performance
Project Management including project implementation, progress tracking, and results analysis and reporting.
Dr. Hotniar Siringoringo
Where Do I Start?
CyOpCyOpDesignDesignServicesServices
CyOpCyOpMarketingMarketingServicesServices
CyOpCyOpConsulting Consulting ServicesServices
I Need a Web SiteI Need a Web Site XX XX
I Need a Corporate Internet StrategyI Need a Corporate Internet Strategy XX
I Need My Existing Web Site To Make Money I Need My Existing Web Site To Make Money Or Lower Costs of BusinessOr Lower Costs of Business XX XX
My Site Makes Money, But I Want A Higher My Site Makes Money, But I Want A Higher Return On InvestmentReturn On Investment XX XX
I DonI Don’’t Know What I Needt Know What I Need XX
Dr. Hotniar Siringoringo
Project Definition Workshop
Identify Key Corporate Objectives
Define Project To Achieve Objectives
Identify Necessary and Available Resources & Budget
Identify Roles & Responsibilities
Provide Deliverable Project Plan, Scope of Work, and Pricing
Project Definition Workshop
Dr. Hotniar Siringoringo
SEGMENTASI
1. Identifikasidasarsegmentasi
2. Kembangkanprofilsegmen yang dihasilkan
1.
2.
Kembangkanukuransegmen ygmenarik
Pilih segmentarget
1.
2.
Kembangkanposisi pd tiapsegmen
Kembangkanbauranpemasaranutk tiapsegmen
Market segmentation
Market targeting
Market positioning
Dr. Hotniar Siringoringo
Variabel segmentasi utamaVariabelVariabel DeskripsiDeskripsi
GeografisGeografis–– RegionalRegional
–– UkuranUkuran negaranegara–– Kota Kota atauatau ukuranukuran populasipopulasi–– KepadatanKepadatan–– iklimiklim
PasifikPasifik, ASEAN, , ASEAN, uniuni EropaEropa, , AmerikaAmerika Latin, Latin, dlldll..
PerkotaanPerkotaan, , pinggiranpinggiran, , pedesaanpedesaanDemografiDemografi
––UmurUmur––JenisJenis kelaminkelamin––UkuranUkuran keluargakeluarga––SiklusSiklus hidupkeluargahidupkeluarga––PendapatanPendapatan––PekerjaanPekerjaan––AgamaAgama––RasRas––kewarganeraankewarganeraan
MudaMuda, , belumbelum berkeluargaberkeluarga, , menikahmenikah, , tanpatanpaanakanak, , dlldll..
Dr. Hotniar Siringoringo
VariabelVariabel DeskripsiDeskripsiPsikografisPsikografis
–– KelasKelas sosialsosial–– GayaGaya hiduphidup–– kepribadiankepribadian
KeperilakuanKeperilakuan–– FrekuensiFrekuensi pembelianpembelian–– KeuntunganKeuntungan ygyg ditangkapditangkap–– Status Status kepenggunaankepenggunaan–– LajuLaju penggunaanpenggunaan–– Status Status loyalitasloyalitas–– TahapTahap kesiapankesiapan
–– SikapSikap terhadapterhadap produkproduk
KualitasKualitas, , layananlayanan, , ekonomiekonomiBukanBukan penggunapengguna, , bekasbekas penggunapengguna, , pertamapertama, , regularregular
Unaware, aware, informed, interested, Unaware, aware, informed, interested, desirous, intending to buydesirous, intending to buy
Dr. Hotniar Siringoringo
PERILAKU PEMBELI
Perilaku konsumen adalah tindakan yang Perilaku konsumen adalah tindakan yang langsung terlibat dalam mendapatkan, langsung terlibat dalam mendapatkan, mengonsumsi dan menghabiskan produk mengonsumsi dan menghabiskan produk dan jasa, termasuk proses keputusan yang dan jasa, termasuk proses keputusan yang mendahului dan menyusul tindakan itu. mendahului dan menyusul tindakan itu.
Dr. Hotniar Siringoringo
Faktor luar Pemrosesan Respon
• Informasibauranpemasaran
• Faktorgeografidanekonomi
• Faktorbudaya
• Faktorsosial
• Faktorpersonal
Kotak Hitam(pikiran pembeli)
Pemrosesan informasi:pembelajaran
Faktor internal: Motivasi : kebutuhan dan
keinginanSikap : keyakinan dan nilaiKepribadianGaya hidup
Proses pengambilan keputusanKebutuhan
Pencarian informasiEvaluasi alternatifPembelianKeputusan setelah pembelian
Opini danSikapSuka/tidaksukaSetuju/ti-dak setuju
PerilakuMencobaBeli/tidakbeliUlangipembelian/tidak
Dr. Hotniar Siringoringo
Kontrolperilaku yang dipersepsikan
Norma subejktif
Sikap
Niat Perilakupembelian
Dr. Hotniar Siringoringo
Antisipasiemosi
negatif danpositif
Emosinegatif dan
positifterantisipasi
afektif
evaluatif
Pengaruhterhadap
alat
Standarevaluasi
moral dan diri
Emosi sosi-al dan ke-sadaran diri
IdentitassosialPerhatian,
cinta danempati
Umpan balikuntuk memilihproses kognitifdan emosional
kognitif
Tujuankeinginan
Tujuanniat
Perilakukeinginan
Niat me-lakukan
Rencana
Sikapterhadap
aksi
Norma subjektif
Norma kelompok
Kontrolperilaku yang dipersepsikan
Mencoba
Pengaruhpenaksiran
lajukemajuan
Pencapai-an/kegaga-lan tujuan
Dr. Hotniar Siringoringo
Niat
Sikapterhadap
kegagalan, Sg
Sikapterhadapproses Sp
Norma Subjektif
(NS)
Keinginan
Sikap terhadapkesukseksan
Ss
Mencoba
Kontrolkeprilakuan
yang dipersepsikan
Usahamencoba
sebelumnya
Dr. Hotniar Siringoringo
Konsumenindividu
Proses pengambilankeputusan konsumen
Responkonsumen
Pengaruhlingkungan
Umpan balik kekonsumenEvaluasi pascapembelian
Umpan balik ke lingkunganPengembangan strategipemsaran
Dr. Hotniar Siringoringo
PRODUK DAN DISTRIBUSI, PENETAPAN HARGA
DasarDasar kalsifikasikalsifikasi KlasifikasiKlasifikasi produkprodukDurability or tangibilityDurability or tangibility Nondurable goodsNondurable goods
Durable goodsDurable goodsService Service
TujuanTujuan penggunaanpenggunaan Consumer goodsConsumer goodsIndustrial goodsIndustrial goods
Dr. Hotniar Siringoringo
Conviniencegoods
Unsought goods
shopping goods
Specialty goods
Staples goods
Inpulse goods
Emergency goods
Dr. Hotniar Siringoringo
Material and parts
Capital items
Supplies and service
Raw materials
Manufactured materias and parts
Installations
Accessory equipment
Suplies
Business service
Dr. Hotniar Siringoringo
KEPUTUSAN MEREK
Bangun merekatau produk?
• Bermerek• Tidak
bermerek
Sponsor merek?
Kualitas?Merek
individual ataufamily?
• Manufaktur• Khusus• Campuran
• Tinggi• Medium• Rendah
• Individu• Blanket
family name
• Separate family
• Company/individualA
Kep merekKep sponsor
merekKep kualitas
merekKep merek
family
Dr. Hotniar Siringoringo
Produk lain jgdiberi merek
yg sama?
• Brand extension
• No brand extension
Apakah dua ataulebih merek
dikembangkandalam kategori
produk yg sama?
Apakahmerek harusdireposisi?
• Satu merek• > 1 merek
• Reposisi merek• Tidak ada
reposisi merek
ABrand
extension decision
Multi brand decision Brand
repositioning
Dr. Hotniar Siringoringo
SaluranSaluran distribusidistribusi: : hargahargaFungsiFungsi saluransaluran distribusidistribusi::–– ResearchResearch–– PromotionPromotion–– ContactContact–– MatchingMatching–– NegogiationNegogiation–– Physical distributionPhysical distribution–– FinancingFinancing–– Risk takingRisk taking
Dr. Hotniar Siringoringo
Manufacturer
Manufacturer
Manufacturer
Manufacturer represen-
tativeManufacturer
Industrial distribu-
tor
Channel 1
Channel 2
Channel 3
Channel 4
Industrial customer
Manufacturer represen-
tative
Industrial customer
Industrial customer
Industrial customer
Industrial distribu-
tor
Industrial distribu-
tor
Industrial marketing Channel
Dr. Hotniar Siringoringo
Manufacturer
Manufacturer
Manufacturer
Wholesaler
jobber
Manufacturer
Wholesaler
retailer
Channel 1
Channel 2
Channel 3
Channel 4
retailer
retailer consumer
consumer
consumer
consumer
Customer marketing Channel
Dr. Hotniar Siringoringo
Channel Management DecisionSelecting channel memberSelecting channel memberMotivating channel memberMotivating channel memberEvaluating channel memberEvaluating channel member
Physical Distribution Decision
Nature of physical distributionNature of physical distributionThe physical distribution objectiveThe physical distribution objective––Order processingOrder processing––WarehousingWarehousing––InventoryInventory––transportationtransportation
Dr. Hotniar Siringoringo
Factor affecting price decisionFactor affecting price decision
Internal factors:
• Marketing obj.
• Marketing mix strategy
• Costs
• Organization for pricing
Decision
External factors:
• Nature of the market & demand
• Competition
• Other envinronmentfactors (economy, reseller, gov)
Dr. Hotniar Siringoringo
General pricing approach
1.1. CostCost--based pricing:based pricing:
1.1. CostCost--plus pricingplus pricing
2.2. Breakeven pricing and target profit pricingBreakeven pricing and target profit pricing
2.2. BuyerBuyer--based pricing: perceived value pricingbased pricing: perceived value pricing
3.3. CompetitonCompetiton--based pricing:based pricing:
1.1. GoingGoing--rate pricingrate pricing
2.2. SealedSealed--bid pricingbid pricing
Dr. Hotniar Siringoringo
PEMASARAN INTERNASIONALPerhatikanlingkunganPemasaran
internasional
Putuskanapakahakan go
internasional
Putuskanpasar yang
akan dimasuki
PutuskanBagaimanaMemasuki
pasar
PutuskanProgram
pemasaan
PutuskanOrganisasipemasaran
Dr. Hotniar Siringoringo
LINGKUNGAN PEMASARAN INTERNASIONAL
SistemSistem perdaganganperdagangan internasionalinternasional–– TarifTarif–– KuotaKuota–– EmbargoEmbargo–– NontarifsNontarifs barrierbarrier–– Economics communities:Economics communities:
EEC (European Economics EEC (European Economics ComunitiesComunities))LAIA (Latin American Integration Association)LAIA (Latin American Integration Association)CACM (Central American Common Market)CACM (Central American Common Market)CMEA (Council for Mutual Economic Assistance)CMEA (Council for Mutual Economic Assistance)ASEANASEAN
Dr. Hotniar Siringoringo
LingkunganLingkungan ekonomiekonomi::
–– StrukturStruktur industriindustri
Subsistence economies Subsistence economies pertanianpertanian
RawRaw--materialmaterial--exporting economiesexporting economies
IndustrilizingIndustrilizing economies 10economies 10--20% 20% daridari ekonomiekonominegaranegara adalahadalah manufakturmanufaktur..
Industrial economies. Industrial economies.
Lingkungan pemasaraninternasional
Dr. Hotniar Siringoringo
–– DistribusiDistribusi pendapatanpendapatan::
Very low family incomesVery low family incomes
Mostly low family incomesMostly low family incomes
Very low, very high family incomesVery low, very high family incomes
Low, Low, mediumediu, high family incomes, high family incomes
Mostly medium family incomesMostly medium family incomes
PoliticalPolitical--legal legal envinronmentenvinronment::
–– Attitudes toward international buyingAttitudes toward international buying
Lingkungan pemasaraninternasional
Dr. Hotniar Siringoringo
–– Political stabilityPolitical stability
–– Monetary regulationsMonetary regulations
–– Government bureaucracyGovernment bureaucracy
Cultural environmentCultural environment
Lingkungan pemasaraninternasional
Dr. Hotniar Siringoringo
GO INTERNASIONAL?PerusahaanPerusahaan terlibatterlibat dalamdalam pemasaranpemasaran internasionalinternasionaldalamdalam duadua caracara::
–– SebagaiSebagai eksportir/importireksportir/importir–– SebagaiSebagai produsenprodusen
SebelumSebelum go international, go international, definisikandefinisikan tujuantujuan dandankebijakankebijakan pemasaranpemasaran internasionalinternasional perusahaanperusahaan::
–– VolumeVolume–– JumlahJumlah negaranegara yang yang akanakan dimasukidimasuki–– TipeTipe negaranegara yang yang akanakan dimasukidimasuki
Dr. Hotniar Siringoringo
PASAR YANG AKAN DIMASUKI?
KarakteristikKarakteristikDemografiDemografi
UkuranUkuran populasipopulasi, , lajulaju pertumbuhanpertumbuhan pendudukpenduduk, , derajatderajaturbanisasiurbanisasi, , kepadatankepadatan populasipopulasi, , strukturstruktur umurumur dandankomposisikomposisi populasipopulasi..
KarakteristikKarakteristikgeografigeografi
LuasLuas negaranegara, , karakteristikkarakteristik topografitopografi, , kondisikondisi iklimiklim
FaktorFaktor ekonomiekonomi GNP per capita, GNP per capita, distribusidistribusi pendapatanpendapatan, , lajulaju pertumbuhanpertumbuhanGNP, GNP, rasiorasio investasiinvestasi terhadapterhadap GNPGNP
FaktorFaktor teknologiteknologi Level Level keahliankeahlian tektek., ., tektek. Prod. . Prod. ygyg adaada, , konsumsikonsumsi tektek ygygberjalanberjalan, level , level pendidikanpendidikan..
FaktorFaktor sosialsosial--budayabudaya
NilaiNilai dominandominan, , polapola gayagaya hiduphidup, , grupgrup etniketnik, , fragmentasifragmentasibahasabahasa
RencanaRencana dandan tujuantujuannasionalnasional
PrioritasPrioritas industriindustri, , rencanarencana investasiinvestasi infrasrtukturinfrasrtuktur
Indikator pasar potensial
Dr. Hotniar Siringoringo
BAGAIMANA MEMASUKI?
Exporting
•Direct•indirect
Joint venturing
•licensing•Contract
manufacturing•Management
contracting•Joint ownership
Direct investment
•Assembly facilities
•Manufacturing facilities
Amount of commitment, risk, control, and profit potential
Dr. Hotniar Siringoringo
Bagaimana memasuki
Indirect exporting : Indirect exporting : melaluimelalui agenagen luarluar negerinegeriDirect exporting : Direct exporting : –– MendirikanMendirikan usahausaha eksporekspor domestikdomestik–– MendirikanMendirikan cabangcabang luarluar negerinegeri
Licensing:Licensing:–– MemberikanMemberikan hakhak pemrosesanpemrosesan, trademark, , trademark,
patent, trade secret.patent, trade secret.–– KerugiannyaKerugiannya: less control, : less control, bisabisa menciptkanmenciptkan
competitor.competitor.
Dr. Hotniar Siringoringo
Contract manufacturing: CarrefourContract manufacturing: CarrefourManagement contracting: Management contracting: manajemenmanajemen oleholehperusahaanperusahaan lokallokal, modal , modal oleholeh perusahaanperusahaanluarluar (Hilton).(Hilton).Joint ownership: Joint ownership: kepemilikankepemilikan dandan kontrolkontrolbersamabersama--samasama untukuntuk investasiinvestasi daridari luarluar..
Bagaimana memasuki
Dr. Hotniar Siringoringo
PROGRAM PEMASARAN?
10 P10 P’’ss
•• ProductProduct•• PromotionPromotion
•• PricePrice•• PlacePlace
•• PeoplePeople•• ProcessProcess
4 P’s
•Product•Promotion
•Price•place
Dr. Hotniar Siringoringo
PROGRAM PEMASARAN?
11 P11 P’’ss
•• Prepare and be decisivePrepare and be decisive•• PricePrice
•• PeoplePeople•• PresentationPresentation
•• PlanningPlanning•• PromotionPromotion
•• PatiencePatience•• Positive attitudePositive attitude
•• PliablePliable•• PerceptionPerception•• ProPro--activeactive
4 P’s
•Product•Promotion
•Price•place
Dr. Hotniar Siringoringo
PROGRAM PEMASARAN?
10 P10 P’’ss
PerceptivePerceptive•• PerformerPerformer•• PersistentPersistent
•• PoisedPoised•• PreparePrepare
•• ProactiveProactive•• ProductiveProductive•• PurposefulPurposeful
•• ProfessionalProfessional•• PunctalPunctal
4 P’s
•Product•Promotion
•Price•place
Dr. Hotniar Siringoringo
ORGANISASI PEMASARAN?
DepartemenDepartemen eksporeksporDivisiDivisi internasionalinternasionalOrganisasiOrganisasi globalglobal