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UNDERSTANDING
MARKETING
MANAGEMENT
Silabi Manajemen Pemasaran
1. Understanding MM
2. Customer value, satisfaction and Loyalty
3. Analyzing consumers market
4. Market Segments & Targets
5. Brand Equity
6. Brand Positioning
7. Dealing with competition
8. Setting product strategy
9. Pricing Strategy
10. Marketing Channels
11. Communicating value
12. Presentasi Marketing Plan
Tugas
Kelompok :
1. Presentasi per chapter
2. Presentasi Marketing Plan
Buku Wajib :
Kotler, Keller, Marketing Management, edisi 14, 2012
Penilaian
Partisipasi : 10%
Nilai Presentasi Individual : 20%
Nilai Presentasi Kelompok : 10%
UTS : 30%
UAS : 30%
What is Marketing??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
5
Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offers that have value
for customers, clients, partners,
and society at large. (American Marketing
Association, dalam Kotler dan Keller, 2012)
Communication
Goods/services
Industry Market
(a collection (a collection
of sellers) of Buyers)
Money
Information
9
What is Marketed?
Persons Experiences
Events
Properties
Organizations
Information
Ideas
Goods
Places
Services
What is Marketed?
1. Goods Physical products, consumer products, consumer
durables, etc.
2. Services Transport, repair & maintenance, legal, financial,
consultancy, hotel, specialised skills, professionals,
3. Events Trade shows, sports, world cups, vintage car rally,
fashion shows, artistic performance, annual functions,
event management, etc.
4. Experiences Theatres, opera, Disney-world, trekking,
mountaineering, ocean cruise, cinema, music
concerts, etc.
5. Persons Celebrity marketing, film stars, politicians, artists,
performers, advertisers, and now also CEOs of
companies.
6. Places Cities, states, countries for tourism, leisure & place
for industrialisation, real estate agents & business
What is Marketed?........
7. Properties Ownership of tangible properties like real estate,
house, apartment, farm house, precious metals and
intangible properties like financial portfolio of various
securities, stocks, bonds.
8. Organisation Building up identity, image, reputation, and
brand value in the minds of consumers.
9. Information It can be produced, packaged & marketed as a
product text books, encyclopaedias, magazines &
journals on literature, science, technology, medicine
info, available thru internet
10. Ideas The concept regarding a utility, business
opportunity, advertising / marketing ideas, scientific
& technical, social, financial, psychological etc.
Core Marketing Concepts
Needs, Wants, and Demands Target Markets, Positioning,
and Segmentation
Supply Chain
Marketing Environment
Competition
Core Marketing Concepts
PENERBIT ERLANGGA 16
Core Concepts of Marketing
Based on :
Needs, Wants, Desires / demand
17
Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan
Value
the value or benefits the customers gain from using the
product versus the cost of obtaining the product.
Satisfaction
Based on a comparison of performance and expectations.
Performance > Expectations => Satisfaction
Performance < Expectations => Dissatisfaction
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Exchange, transactions, and relationships
Exchange :
The act of obtaining a desired object from someone by
offering something in return.
Transaction :
consists of a trade values between two parties.
Relationship :
The goal of marketers is to build solid relationship with
customers and retaining them by delivering superior
value.
Markets
The set of all actual and potential buyers of a
product. Sellers must search for buyers, both
buyers and sellers are carried out by marketing
Who is Responsible for Marketing?
Entire Organization
Marketing Department
Chief Marketing
Officer
(CMO)
Marketing Concepts
Build long-term
relationships
Develop marketing
networks
Integrated Marketing
Create, communicate,
and deliver customer
value
Internal Marketing
Performance Marketing
Social Responsibility
Financial
Accountability
The Four Ps of the Marketing Mix
Marketing Management Tasks
Developing market strategies and plans
Capturing marketing insights
Connecting with customers
Building strong brands
Shaping market offerings
Delivering value
Communicating value
Creating long-term growth
Tahap-tahap Proses Perencanaan
Product
Target
Suppliers Place Price Publics
Consumers
Promotion
Political- Social-
Legal Competitors Cultural
Environment Environment
34
10 dosa pemasaran
1. Perusahaan tidak berfokus pada pasar dan tidak digerakkan oleh
pelanggan pada tingkat yang memadai
2. Perusahaan tidak sepenuhnya memahami pelanggan sasarannya
3. Perusahaan perlu menentukan dan memantau pesaingnya dengan lebih
baik
4. Perusahaan belum mengelola hubungan dengan pemangku kepentingan
(stakeholder)nya secara benar
5. Perusahaan kurang lihai dalam menentukan peluang-peluang baru
6. Rencana pemasaran dan proses perencanaan perusahaan buruk
7. Kebijakan-kebijakan produk dan jasa perusahaan memerlukan pengetatan
8. Keahlian komunikasi dan pembangunan merek perusahaan lemah
9. Perusahaan tidak terorganisasi dengan baik untuk menjalankan pemasaran
secara efektif dan efisien
10. Perusahaan tidak memaksimalkan pemanfaatan teknologi.
13 Kunci Marketing 2013 ala
Hermawan Kartajaya
1. Connectivityo [konektivitas].
2. Community [komunitas].
3. Confirmation [konfirmasi].
4. Clarification [klarifikasi].
5. Codification [kodifikasi]
6. Co-creation
7. Currency [mata uang].
8. Communal Activation [aktivasi komunitas].
9. Kesembilan, Conversation [obrolan].
10.Commercialization [komersialisasi].
11.Character [karakter].
12.Care [perhatian].
13. Collaboration [kolaborasi]