Sep 17, 2011 property of indra setiawan MANAJEMEN PEMASARAN JASA TRANSPORTASI  Bahan Kuliah SEKOLAH TINGGI MANAJEMEN TRANS...
Sep 17, 2011 property of indra setiawan <ul><li>MANAJEMEN PEMASARAN JASA TRANSPORTASI   </li></ul><ul><li>BUKU WAJIB: </li...
Sep 17, 2011 property of indra setiawan MANAJEMEN PEMASARAN JASA TRANSPORTASI  AN OVERVIEW OF MARKETING “ MARKETING IS SO ...
A service is an activity or a series of activities which take place in interactions with a contact person or physical mach...
Sep 17, 2011 property of indra setiawan PERAN MARKETING DALAM ORGANISASI PERUSAHAAN PRODUCTION SALES FINANCE PERSONNEL NO ...
Sep 17, 2011 property of indra setiawan STEPS IN DEFINING A MARKET TOTAL  POPULATION HAVE A NEED FOR THE GOODS OR SERVICE?...
STEPS IN STRATEGIC PLANNING Sep 17, 2011 property of indra setiawan Defining the company mission Setting company objective...
THE MARKETING PROCESS Sep 17, 2011 property of indra setiawan Understanding the marketplace  & customer needs  & wants Des...
5 CORE CUSTOMER & MARKETPLACE CONCEPTS Sep 17, 2011 property of indra setiawan <ul><li>Needs, wants, demands </li></ul><ul...
Sep 17, 2011 property of indra setiawan MARKETING MIX:  PRODUCT – PRICE – PROMOTION - PLACE THE CLASSICAL MARKETING MIX: <...
Sep 17, 2011 property of indra setiawan THE  SERVICE MARKETING MIX The Classical Marketing Mix The Service Marketing Mix P...
Sep 17, 2011 property of indra setiawan CUSTOMER COMPETITION COMPANY Technological environment Economic environment ETERNA...
Sep 17, 2011 property of indra setiawan
Sep 17, 2011 property of indra setiawan 1 Kebutuhan Fisik (makanan, minuman, tempat tinggal) 2 Kebutuhan Keamanan (keamana...
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Mts1 mkt 110913

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Manajemen Pemasaran Jasa Transportasi

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Mts1 mkt 110913

  1. 1. Sep 17, 2011 property of indra setiawan MANAJEMEN PEMASARAN JASA TRANSPORTASI Bahan Kuliah SEKOLAH TINGGI MANAJEMEN TRANSPOR TRISAKTI JAKARTA
  2. 2. Sep 17, 2011 property of indra setiawan <ul><li>MANAJEMEN PEMASARAN JASA TRANSPORTASI </li></ul><ul><li>BUKU WAJIB: </li></ul><ul><li>Kotler, Philip and Armstrong, Gary; Marketing Principles 12 th ; New Jersey, Prentice Hall, 2008. </li></ul><ul><li>Kotler, Philip and Keller, Kevin Lane; Marketing Management 13 th ; New Jersey, Prentice Hall, 2009. </li></ul><ul><li>Mullins, John and Walker Jr., Orville C and Boy Jr., Harper W.; Marketing Management 6th ; A Strategic Decision-Making Approach, New York, Mc Graw-Hill, 2008 </li></ul><ul><li>Shaw, Stephen; Airline Marketing & Management; Krieger, Malabar, 2009 </li></ul><ul><li>BUKU ANJURAN: </li></ul><ul><li>Cateora R. Philip & Graham L. John; International Marketing; The Mac Graw-Hill, 2007 </li></ul><ul><li>Lovelock, Christopher H and Wright K Lauren; Principles of Service Marketing and Management; Prentice Hall Inc, edisi Indonesia, PT Indeks, 2005. </li></ul><ul><li>Kotler, Philip et al: Marketing Management; an Asian Perspective, Singapore, Prentice Hall, 2003 </li></ul><ul><li>Quelch, John. et al; Strategic Marketing Cases for 21 st Century, Prentice Hall, Singapore, 2000 </li></ul>
  3. 3. Sep 17, 2011 property of indra setiawan MANAJEMEN PEMASARAN JASA TRANSPORTASI AN OVERVIEW OF MARKETING “ MARKETING IS SO BASIC THAT IT CANNOT BE CONSIDERED A SEPARATE FUNCTION....IT IS THE WHOLE BUSINESS SEEN FROM THE POINT OF ITS FINAL RESULT, THAT IS, FROM THE CUSTOMER’S POINT OF VIEW” (Peter Drucker) “ MARKETING IS HUMAN ACTIVITY DIRECTED AT SATISFYING NEEDS & WANTS THROUGH EXCHANGE PROCESSES” (Philip Kotler) “ MARKETING IS THE MANAGEMENT PROCESS RESPONSIBLE FOR IDENTIFYING, ANTICIPATING AND SATISFYING CUSTOMER REQUIREMENTS PROFITABLY” (UK Chartered Insitute of Marketing) PRODUCTION-ORIENTED FIRM: WHAT SHALL WE MAKE? ----------------THE CONSUMER MARKETING-ORIENTED FIRM: THE CUSTOMER ---------------------------WHAT DOES HE NEED? MARKETING BEGINS AND ENDS WITH THE CUSTOMER Marketing is a strategic process; sales is a tactic, a tool Marketing is about creating demand; sales is getting orders
  4. 4. A service is an activity or a series of activities which take place in interactions with a contact person or physical machine and which provides consumer satisfaction (Lehtinen, 1983). A service is any activity of benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product (Kotler, 1988). A service is an activity or series of activities of more or less intangible nature that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or good and/or system of the service provider, which are provided as solutions to customer problems (Gronroos, 1990). Service is all economic activities whose output is not a physical product or construction is generally consumed at that time it is produced, and provides added value in forms (such as convenience, amusement, comfort or health) ( Valarie A. Zethaml & Mary Jo Bitner , 1996) .
  5. 5. Sep 17, 2011 property of indra setiawan PERAN MARKETING DALAM ORGANISASI PERUSAHAAN PRODUCTION SALES FINANCE PERSONNEL NO MARKETING FUNCTION PRODUCTION MARKETING FINANCE PERSONNEL MARKETING AS AN EQUAL FUNCTION MARKETING PRODUCTION FINANCE PERSONNEL MARKETING AS A MORE IMPORTANT FUNCTION FINANCE PRODUCTION PERSONNEL MARKETING AS THE MAJOR FUNCTION MARKETING CUSTOMER MARKETING PERSONNEL FINANCE PRODUCTION THE CUSTOMER AS THE CONTROLLING FUNCTION CUSTOMER MARKETING MARKETING PRODUCTION FINANCE PERSONNEL MARKETING MARKETING THE CUSTOMER AS THE CONTROLLING FUNCTION, AND MARKETING AS THE INTERACTIVE FUNCTION
  6. 6. Sep 17, 2011 property of indra setiawan STEPS IN DEFINING A MARKET TOTAL POPULATION HAVE A NEED FOR THE GOODS OR SERVICE? INTERESTED OR POTENTIALLY INTR IN BUYING THE GOODS OR SERVICE? HAVE ENOUGH MONEY? WILLING TO SPEND IT ON THE GOODS OR SERVICE? NO PART OF THE MARKET FOR THE GOODS OR SERVICE YES NO YES YES NO NO NO DEFINITION OF THE MARKET YES
  7. 7. STEPS IN STRATEGIC PLANNING Sep 17, 2011 property of indra setiawan Defining the company mission Setting company objectives & goals Designing the business portfolio Planning marketing & other functional strategies
  8. 8. THE MARKETING PROCESS Sep 17, 2011 property of indra setiawan Understanding the marketplace & customer needs & wants Design a customer-driven marketing strategy Construct an integrated marketing program that delivers superior value Build profitable relationships & createcustomer delight Capture value from customers to create profits & customer equity
  9. 9. 5 CORE CUSTOMER & MARKETPLACE CONCEPTS Sep 17, 2011 property of indra setiawan <ul><li>Needs, wants, demands </li></ul><ul><li>Marketing offerings (products, services, experiences) </li></ul><ul><li>Value & satisfaction </li></ul><ul><li>Exchanges and relationships </li></ul><ul><li>Markets </li></ul>
  10. 10. Sep 17, 2011 property of indra setiawan MARKETING MIX: PRODUCT – PRICE – PROMOTION - PLACE THE CLASSICAL MARKETING MIX: <ul><li>Product: </li></ul><ul><li>Route/Network </li></ul><ul><li>Schedules </li></ul><ul><li>Type of aircraft </li></ul><ul><li>In-flight Service </li></ul><ul><li>Lounges </li></ul><ul><li>Branding </li></ul><ul><li>Price: </li></ul><ul><li>Net fares </li></ul><ul><li>Discount </li></ul><ul><li>Rebates </li></ul><ul><li>Premium </li></ul><ul><li>Seasonal </li></ul><ul><li>Promotion: </li></ul><ul><li>Advertising </li></ul><ul><li>PR Firm </li></ul><ul><li>Internet </li></ul><ul><li>Sales Blitz </li></ul><ul><li>Trade Fairs </li></ul><ul><li>Place: </li></ul><ul><li>New CRS </li></ul><ul><li>Office hours </li></ul><ul><li>Go direct </li></ul><ul><li>Agents </li></ul>
  11. 11. Sep 17, 2011 property of indra setiawan THE SERVICE MARKETING MIX The Classical Marketing Mix The Service Marketing Mix Product Promotion Price Place + + People Process
  12. 12. Sep 17, 2011 property of indra setiawan CUSTOMER COMPETITION COMPANY Technological environment Economic environment ETERNAL TRIANGLE OF MARKETING Political & regulatory environment Sociocultural environment
  13. 13. Sep 17, 2011 property of indra setiawan
  14. 14. Sep 17, 2011 property of indra setiawan 1 Kebutuhan Fisik (makanan, minuman, tempat tinggal) 2 Kebutuhan Keamanan (keamanan, perlindungan) 3 Kebutuhan Sosial (perasaan diterima sebagai anggota kelompok, dicintai) 4 Kebutuhan Penghargaan (harga diri, status, pengakuan) 5 Kebutuhan Aktualisasi Diri HIERARKI KEBUTUHAN MASLOW

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