Manajemen Pemasaran Global Chapter 1. Semester Genap Irma M. Nawangwulan

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1 Manajemen Pemasaran Global Chapter 1 Semester Genap Irma M. Nawangwulan

2 Introduction What is Global Marketing? How is it different from regular marketing? 2005 Prentice Hall 1-2

3 Nature of Marketing Marketing A group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas Create value by allowing individuals and organizations to obtain what they need and want Other functional areas of the business (operations, finance, and all areas of management) must be coordinated with marketing decisions Sumber: Ferrel, 2011

4 Pemasaran: Serangkaian kegiatan yang melibatkan seluruh strategi bauran pemasaran (creating, distributing, pricing, promoting) untuk meningkatkan nilai barang/jasa yang pada akhirnya memberi kepuasan para stake holder (pelanggan, pegawai, pemilik modal)

5 Konsep Pemasaran 1950 Produk 1960 Orientasi Pelanggan Pengembangan Bauran Pemasaran: 4 P 1990 Memusatkan pada pelanggan dalam konteks lingkungan eksternal yang lebih luas (persaingan, kebijakan & peraturan pemerintah) Memusatkan perhatian pada nilai-nilai dari para pihak yang berkepentingan (pegawai, pelanggan, pemegang saham, masyarakat)

6 Nilai Penting Bauran Pemasaran: 1. Product (barang) 2. Price (harga) 3. Promotion (promosi) 4. Place (distribusi) Prinsip Pemasaran: 1. Nilai Pelanggan & Persamaan Nilai 2. Keunggulan Kompetitif & Diferensiasi 3. Fokus

7 Tiga Prinsip Dalam Pemasaran Nilai Pelanggan (Costumer Value) Perbedaan (Differentiation) Pemusatan (Focus)

8 Unsur Kunci Pemasaran 1. Nilai Pelanggan (Customer Value) Tujuan : menciptakan nilai pelanggan yang lebih besar dibanding nilai yang diciptakan oleh pesaing Strategi : a. menambah atau memperbaiki produk dan / layanan yang bermanfaat b. mengurangi harga c. menggabungkan dua elemen diatas Nilai Konsumen V = B / P V = Nilai B = Manfaat yang diharapkan biaya yang diharapkan P = harga

9 Unsur Kunci Pemasaran Lanjutan 2. Pembedaan (Differentiation) Tujuan : menciptakan keunggulan bersaing melalui pembedaan (differentiation) Keunggulan dapat berada di setiap elemen yang ditawarkan perusahaan Satu cara untuk menembus suatu pasar nasional baru dengan menawarkan suatu produk unggul pada suatu harga yang lebih murah 3. Pemusatan (Focus) Tujuan : konsentrasi pada sumber daya & perhatian Kebutuhan untuk menciptakan nilai pelanggan pada keunggulan yang kompetitif Suatu cara bertahan untuk perusahaan kecil dan menengah untuk mencapai posisi yang dominan dalam pasar dunia Suatu pemusatan yang jelas pada apa yang konsumen butuhkan & inginkan

10 Marketing vs Global Marketing Marketing Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals Global Marketing Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organization s home country 2005 Prentice Hall 1-10

11 The International Marketing Task Cultural forces Political/legal forces 6 Geography and Infrastructure 7 Political/ legal forces Foreign environment (uncontrollable) 1 Domestic environment (uncontrollable) Price Promotion 5 (controllable) Product Channels of distribution Economic climate Structure of distribution Economic forces 7 2 Competitive structure 4 Competitive Forces 3 Level of Technology Environmental uncontrollables country market A Environmental uncontrollables country market B Environmental uncontrollables country market C Keegan and Green, Chapter 1 11

12 Global Marketing: What it is and What it isn t Global marketing does not mean doing business in all of the 200-plus country markets Global marketing does mean widening business horizons to encompass the world in scanning for opportunity and threat 2005 Prentice Hall 1-12

13 Reasons for Global Marketing Growth Access to new markets Access to resources Survival Against competitors with lower costs (due to increased access to resources) 2005 Prentice Hall 1-13

14 Global Marketing: What it is and What it isn t NEED TO: Search for similarities and adjust to differences 2005 Prentice Hall 1-14

15 Standardization versus Adaptation Globalization (Standardization) Developing standardized products marketed worldwide with a standardized marketing mix Essence of mass marketing Global localization (Adaptation) Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction Essence of segmentation Think globally, act locally 2005 Prentice Hall 1-15

16 Standardization versus Adaptation 2005 Prentice Hall 1-16

17 Amsterdam Singapore Germany 2005 Prentice Hall 1-17

18 2005 Prentice Hall 1-18

19 Management Orientations Ethnocentric: Home country is Superior, sees Similarities in foreign Countries Regiocentric: Sees similarities and differences in a world Region; is ethnocentric or polycentric in its view of the rest of the world Polycentric: Each host country Is Unique, sees differences In foreign countries Geocentric: World view, sees Similarities and Differences in home And host countries 2005 Prentice Hall 1-19

20 The EPRG framework Ethnocentrism Associated with national arrogance & home country superiority Assumes what succeeds in the home country will also succeed in other countries Domestic and international companies Standardized approach to marketing Foreign markets are secondary to the domestic market E.g. Nissan in 60s, Coke in the late 80s/early 90s 2005 Prentice Hall 1-20

21 The EPRG framework Polycentrism Opposite of ethnocentrism each country market is unique Highly localized / adapted approach to marketing Multinational companies Local kingdoms E.g. Citicorp in the 90s Prentice Hall 1-21

22 The EPRG framework Regiocentrism Treat a world region as one homogeneous market (e.g. NAFTA region; the EU, etc.) Localization / adaptation for the region; ethnocentric or polycentric view of the rest of the world Geocentrism World view focused on standardizing programs but will adapt if indicated by research Global / transnational company / a blurring of national identity E.g. Toyota 2005 Prentice Hall 1-22

23 Forces Affecting Global Integration and Global Marketing Driving Forces Regional economic agreements Market needs and wants Technology Transportation and communication improvements Product development costs Quality World economic trends Leverage Restraining Forces Management myopia Organizational culture National controls 2005 Prentice Hall 1-23

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