Prinsip prinsip dasar pemasaran. Ridwan Iskandar SE

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1 Prinsip prinsip dasar pemasaran Ridwan Iskandar SE 1

2 MARKETING Prinsip prinsip dasar pemasaran 1. Konsep Pemasaran 2. Orientasi konsumen 3. Pemuasaan kebutuhan dan keinginan konsumnen 4. Nilai dan Proses Pertukaran 5. Segmentasi Pasar 6. Siklus kehidupan produk 7. Bauran Pemasaran Alastair M. Morrison Hospitality and Travel Marketing New York, Delmar Publisher Inc 2

3 MARKETING KONSEP PENERAPAN PEMASARAN Konsep Produk Konsep Produksi / Operation Konsep Penjualan Konsep Pemasaran Konsep Pemasaran Berwawasan Sosial Konsep Customer Manajemen Pemasaran, Edisi Milenium, Philip Kotler

4 MARKETING EVOLUSI PERAN PEMASARAN TERHADAP CUSTOMER 4 4

5 MARKETING EVOLUSI PERAN PEMASARAN TERHADAP CUSTOMER Manajemen Pemasaran Edisi Milenium, Philip Kotler

6 MARKETING CORE CONCET MARKETING Need, want & demand Product (good, services & idea) Value, cost and satisfaction Markets Relationships & networks Exchange & transaction Marketers and prospects Manajemen Pemasaran, Edisi Milenium, Philip Kotler

7 Marketing concept philosophies. Decisions Menu design Pricing Guest requests when the marketing concept is applied Let s conduct focus group interviews using our current and target market customers to determine which potential new menu items we should add to our menu. How do you think our guests will perceive the price value of our new weekend package if we increase the price by 5 percent? when the marketing concept is not applied Let s add two steaks to the menu; that s what I like to eat. Let s increase the price by 5 percent; that s what we did last year. We don t have any rooms with a We don t have any king bed available at this time, but I can have one ready for you in 30 minutes. Can I have the bell rooms with a king bed left. You ll have to take a room with two double staff check your bags until then? beds. 7

8 Marketing concept philosophies. Decision Guest service when the marketing concept is applied I m very sorry that you had to wait 20 minutes for your breakfast this morning. May I offer you a complimentary breakfast today, or would you like the credit applied toward your breakfast tomorrow? when the marketing concept is not applied I m sorry you had to wait, but we were shorthanded today. One of the servers called in sick. Reactions to negative guest comments That is a very good idea. I ll talk about it at our staff meeting tomorrow and see if we can use your suggestion to improve service. Thanks for suggesting that. Your idea isn t feasible, and besides, it s against our policy. Hospitality Marketing Management, Robert D. Reid & David C. Boianic

9 Segmentasi Pasar Tidak semua orang dapat menjadi prospek, betapa pun bagus dan hebatnya produk Anda. Produk yang baik harus memenuhi program segmentasi yang memadai & tentu saja harus cukup menguntungkan. 9

10 Manfaat Segmentasi Mendesain produk yang lebih responsif terhadap kebutuhan pasar. Menganalisis pasar. Menemukan peluang. Menguasai posisi superior & kompetitif. Menentukan strategi promosi yang efektif & efisien. Syarat Segmentasi yang baik Segmen itu cukup besar. Punya daya belinya. Dapat dibedakan dengan segmen lainnya. Apakah sudah ada pesaing yang menguasai segmen itu? Dapat dijangkau. Sumber daya perusahaan memadai. 10

11 MARKET SEGMENTATION: VARIABLES Psychographic Segmentation: By Personality By Lifestyle By Social Class Geographic Segmentation: By Nations By Regions By States By Cities By Localities Demographic Segmentation: By Age By Gender By Income By Education Level By Religion/Race By Nationality Behavioral Segmentation: By Usage Pattern By Occasion By Loyalty Factor By Attitude Towards The Product 11

12 product life cycle 12 12

13 KARAKTERISTIK PEMASARAN - PLC Perkenalan Pertumbuhan Kedewasaan Kemunduran Tujuan Mengembangkan kesadaran dan percobaan produk Memaksimumkan pangsa pasar Memaksimumkan laba sambil mempertahankan pangsa pasar Mengurangi pengeluaran dan memanen produk Produk Menawarkan produk dasar Menawarkan tambahan jasa Diversifikasi Fase pengeluaran produk yang lemah Harga Memakai biaya lebih Harga penetrasi Harga persaingan Memotong harga Distribusi / tempat Distribusi selektif Distrbusi intensif Distribusi lebih intensif Fase sortir channel yang tidak produktif Promosi Membangun kesadaran produk Membangun kesadaran dan kepentingan Keberanian berubah merk Mengurangi atau fase sortir pilihan promosi yang tidak efektif dan efisien 13

14 Bauran pemasaran adalah sebagai seperangkat variabel pemasaran, yang dapat dikendalikan dan dipadukan perusahaan untuk menghasilkan tanggapan yang diinginkan di dalam pasar sasaran. Kottler dan Arm Strong (1997: 47), 4 variable bauran pemasaran : produk, harga, distribusi dan promosi 14

15 Bauran Pemasaran diantara konsumen dan faktor - faktor lainnya Hospitality Marketing Management, Robert D. Reid & David C. Boianic

16 Terima kasih 16