Pertemuan ke-4-Satisfaction and value

3. What Is Marketing? 1 American Marketing Association Definition Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

4. Marketing 1 Customer value and beneficial relationships Product Price Place Promotion Exchange A B Delivering value Communicating value Creating value

5. The Concept of Exchange 1 Necessary Conditions for Exchange At Least Two Parties Something of Value Communication and Delivery Freedom to Accept or Reject Desire to Deal With Other Party

7. Marketing Management Philosophies Competing Philosophies Production Sales Market Societal Marketing 2

9. Marketing Management Philosophies 2 Orientation Focus Production Sales Marketing Societal What can we make or do best? How can we sell more aggressively? What do customers want and need? What do customers want and need, and how can we benefit society?

11. Perbedaan antara konsep penjualan dan pemasaran

12. The Organization’s Focus Key Issues in Developing Competitive Advantage 3 Create Customer Value Build Long-Term Relationships Maintain Customer Satisfaction

13. Customer Value The ratio of benefits to the sacrifice necessary to obtain those benefits 1

15. Customer Satisfaction The feeling that a product has met or exceeded the customer’s expectations. Q=P-E 2

17. Hubungan antara kepuasan pelanggan dengan kesetiaan pelanggan

18. Relationship Marketing The name of a strategy that entails forging ( memerlukan tempaan ) long-term partnerships with customers, both individuals and firms. 3

19. Relationship Marketing Requirements for Building Relationships Who are your customers What do customers value How do they prefer to interact What do they want to buy 3

20. Perbedaan Pemasaran Tradisional d an Relasional Kualitas adalah urusan semua departemen/orang Kualitas adalah urusan bagian operasi Kualitas Kontak dengan konsumen tinggi Kontak dengan konsumen rendah Kontak Komitmen tinggi Komitmen terbatas Komitmen kepada konsumen Skala waktu jangka panjang Skala waktu jangka pendek Skala waktu Orientasi pada manfaat produk Orientasi pada karakteristik produk Orientasi Fokus pada mempertahankan konsumen Fokus pada penjualan Fokus Pemasaran Relasional Pemasaran Tradisional Aspek

24. End