1 memahami mj. pemasaran pert i
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1 memahami mj. pemasaran pert i Document Transcript

  • 1. MARKETING MANAGEMENT From ROYALTY become LOYALTY FAKULTAS EKONOMI UNIVERSITAS PASUNDAN DASAR-DASAR PEMASARAN
  • 2. 1.1.1. Sistem Pemasaran I PEMASARAN PERANAN DAN CAKUPAN 1.1 Peran Pemasaran
    • Pemasaran penentu sukses kinerja keuangan
    • Dibandiungfungsi bisnis lain, pemasaran lebih bersifat bottom line daripada top line
    • Keputusan pemasaran lebih menekankan pada kepentingan pelanggan dan persaingan
    1.1.2. Pentingnya Pemasaran PEMASARAN PERANAN DAN CAKUPAN 1.1 Peran Pemasaran COMPANY (C1) COMPETITORS (C3) CENTRES (C5) CHANNELS (C4) CUSTOMER S (C2) CHANGES (C6)
  • 3. 1.2. Pengertian pemasaran Marketing = Marketing needs Profitability Proses sosial dari individu dan kelompok dalam memenuhi kebutuhan dan keianginan melalui penciptaan, penawaran dan penggratisan produk dan jasa yang memberikan nilai satu sama lain Social
    • Art and Science :
    • Memilih target markets
    • Mendapatkan, memelihara dan mengembangkan pelanggan memalui creating, communicating dan delivering superior costumers value (SCV)
    Managerial
    • Fungsi suatu organisasi
    • Serangkaian proses untuk :
    • a. Creating, Communicating and delivering value to customers
    • b. Managing Customer relationships
    • Memberikan manfaat bagi organisasi dan stakeholdersnya
    Formal Pemasaran Pengertian
  • 4. 1.3 Exchange and Transaction Exchange = Care Concept of marketing Syarat :
    • Ada dua pihak atau lebih yang ingin melakukan pertukaran
    • Masing-masing pihak mampu memberikan nilai bagi pihak lain
    • Masing-masing pihak mampu berkomunikasi dan menyampaikan
    • Masing-masing pihak bebas untuk menerima atau menolak pertukaran
    • Masing-masing pihak memiliki keyakinan dapat memenuhi harapan satu sama lain
    Transaction : Suatu perdagangan nilai antara dua atau lebih pihak 1.4 Apa yang dipasarkan ? * Goods * Experinces * Properties * Services * Persons * Organizations * Events * Places
  • 5. 1.5 Siapa Pasar ? Marketer = Seseorang yang merespon pihak lain Prospect = Pihak lain yang direspon Pengertian Market Traditional Tempat Fisik Ekonom Penjual dan Pembeli yang melakukan pertukaran Pemasar People + needs + interest Market Consumers Nonprofit GovermentMarket Global Business MARKET Place = Phisical Space = Digital (misal shopping melalui internet Meta = Kumpuklan produk/jasa yang memilki hubungan tertutup diantara konsumen
  • 6. 1.6 Faktor yang mempengaruhi perubahan Pemasaran dan Bisnis * Changing Technology * Customer empowerment * Globalization * Customization * Derregulation * Heightened Competition(Brand) * Privatization * Industry Convergency (peluang baru) 1.7 Company Orientation The Production Concept The Product Concept The Selling Concept The Marketing Concept The Holistic Marketing Concept Reactive Market Orientation Proactive Market Orientation Total Market Orientation Internal Marketing Holistic Marketing Social Responsibility Marketing Integrated Marketing Relationship Marketing
  • 7. 1.8 Concept, Trends and Tasks Core Concept of Marketing Factor Influencing Company Marketing Strategy
    • Needs, Wants, Demand (NWD)
    • Segmentation, Target Market, Positioning (STP)
    • Offering and Brands
    • Value and Satisfaction
    • Marketing Channel
    • Suplly Chain
    • Competition
    • Marketing Environment
    • Marketing Planning
    Marketing Trend Rethinking, Philosophies, Concept, Tools 1.9 Marketing Management Tasks
    • TASKS
    • Developing Marketing Strategies Plan
    • Capturing Marketing Insight
    • Connecting With Customer
    • Building Strong Brands
    • Shaping The Market Oftering
    • Delivering Value
    • Communicating Value
    • Creating Long Form Growth
    Strategy Situation Marketing Information Target Market Positioning Creating Delivering Communicating SCV/ Superior Performance
  • 8. Menciptakan, Berkomunikasi dan menyampaikan nilai ke pelanggan Menciptakan, berkomunikasi dan menyampaikan nilai yang superior kepada pelanggan