Most competitive advantages are from. blog.unpad.ac.id/tettyherawaty

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1 MEMAHAMI MANAJEMEN PEMASARAN Tetty Herawaty.,SP.,MSi Most competitive advantages are from fell benefits

2 Lingkup Pemasaran

3 Status Permintaan dan Tugas Pemasaran - Permintaan Negatif - Rancangan ulang produk, harga rendah & promosi positif - Tidak Ada Permintaan - Menghubungkan manfaat dengan kebutuhan dasar & minat orang - Permintaan Laten - Mengukur ukuran pasar & mengembangkan produk yang memuaskan - Permintaan Merosot - Mengukur ukuran pasar & mengembangkan produk yang memuaskan - Permintaan Ireguler -Synchromarketing - Permintaan Penuh - Memperbaiki mutu dan mengukur kepuasan konsumen - Permintaan Berlebih - Demarketing

4 Lingkungan Pasar 1. Pasar Konsumen 2. Pasar Bisnis 3. Pasar Global 4. Pasar Nirlaba dan Pasar Pemerintah

5 PEMASARAN = MENAMBAH NILAI LEBIH

6 Mendefinisikan Pemasaran P Manajemen Pemasaran : Pemasaran : suatu proses sosial yang didalamnya individu dan kelompok mendapatkan apa yang mereka butuhkan dan inginkan dengan menciptakan, menawarkan dan secara bebas mempertukarkan produk yang bernilai dengan pihak lain proses perencanaan dan pelaksanaan pemikiran, penetapan harga, promosi serta penyaluran gagasan, barang dan jasa utnuk menciptakan itk pertukaran yang memenuhi sasaran-sasaran individu dan organisasi

7 Core Marketing Concepts Needs, wants, and demands Markets Products Exchange, transactions, and relationships Value, satisfaction, and quality

8 9 Prinsip Marketing Menurut Hermawan Positioning Targeting Segmentasi Diferentiation Marketing Mix Selling Brand Service Process

9 Principle 1 View Your Market Creatively SEGMENTASI

10 Principle 2 Allocate Your Resources Effectively TARGETING

11 Principle 3 Lead Your Customer Credibly POSITIONING Smart, Young & Role Model

12 Positioning is the act of designing a company s offer so that it occupies a distinct and valued place in the target consumer s minds

13 Principle 4 Integrate Your Content & Context DIFFERENTIATION

14 Principle 5 Integrate Your Offer & Access MARKETING MIX

15 Principle 6 Build Long-term Relationship With Your Customers SELLING Tips To Build Relationship 1. Satisfy your customer 2. Listen to find out what the customer really want 3. Charisma 4. Give value 5. Emphaty 6. Create suprice 7. Keep in touch

16 Principle 7 Avoid Commodity-like Trap BRAND

17 Principle 8 Make Service as Your Way of Life SERVICE The Five Dimensions of Service Quality 1. Reliability, Ability to perform the promised service dependably and accurately 2. Assurance, Knowledge and courtesy or employees and their ability to convey trust and confidence 3. Tangible, physical facilities, equipment and appearance of personal 4. Empathy, caring, individualized attention the firm provides its customers 5. Responsiveness, willingness to help customersw and provide prompt service

18 Principle 9 Improve Your Quality, Cost & Delevery PROCESS

19 Marketing and Sales Concepts Contrasted Starting Point Focus Means Ends Factory Selling Existing and Products Promoting The Selling Concept Profits through Volume Market Customer Needs Integrated Marketing Profits throughh Satisfaction The Marketing Concept

20 Marketing Management Philosophies Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept Consumers favor products that are available and highly affordable. Improve production and distribution. Consumers favor products that offer the most quality, performance, and innovative features. Consumers will buy products only if the company promotes/ sells these products. Focuses on needs/ wants of target markets & delivering satisfaction better than competitors. Focuses on needs/ wants of target markets & delivering superior value.

21 Kecenderungan Perubahan Perusahaan Terhadap Perubahan Dunia Bisnis dan Pemasaran Rekayasa ulang Mendapatkan sumber luar E-commerce Benchmarking Aliansi Pemasok mitra Berpusat pada pasar Global dan lokal Terdesentralisasi i

22 Marketing s Future It (marketing) encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer s point of view. Peter Drucker Marketing has become the job of everyone.

23 Tema Pemasaran Utama Pemasaran hubungan Nilai masa hidup pelanggan Pangsa pelanggan Pemasaran sasaran Individualisasi Basis data pelanggan Komunikasi pemasaran terpadu Saluran pemasaran sebagai mitra Sti Setiap karyawan sebagai pemasar