Paradigma baru pemasaran pariwisata

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Paradigma baru pemasaran pariwisata

  1. 1. Prinsip & Perencanaan Pemasaran PariwisataPARADIGMA BARUPEMASARAN PARIWISATA 1
  2. 2.  A Definition of Marketing  Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. (Sumber : Boone & Kurtz; 2005)  Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and value with others. (Sumber : Kotler, Bowen, & Makens; 2002) PEMASARAN merupakan proses tentang memfokuskan alokasi sumberdaya & tujuan organisasi pada kesempatan dan kebutuhan lingkungan.  serangkaian teori, konsep, alat, prosedur, pengalaman1-2 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  3. 3. Core Marketing Concepts Needs, wants, and demands Markets Products Exchange, Value, transactions, satisfaction, and relationships and qualitySumber : Kotler, Bowen, & Makens; 20021-3 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  4. 4. Core Marketing Concepts 1. Pemahaman tujuan & ruang lingkup pemasaran  CUSTOMER VALUE ( V = B/C ) 2. Pemahaman akan kompetisi  KEUNGGULAN KOMPETITIF 3. Pemahaman akan orientasi pemasaran  FOKUS1-4 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  5. 5.      
  6. 6. 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.Sumber : Kotler, Bowen, & Makens; 2002 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  7. 7. DestinationMajor Forces to Tourism Destination Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  8. 8.  Scope of marketing functions Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  9. 9. (Kotler,2000:p395) Value-based prices Attractiveness of the market offering Product features Services mix and quality and quality
  10. 10. PEMANFAATAN PEMANFAATAN POTENSI PELUANG SW KOMPETENSI OT PASAR YG SPESIFIK SASARAN Strategi Posisi PILIHAN RASIONAL
  11. 11. Kemampuan organisasi pemasaran pariwisata Implementasi program yg aplikabel thd situasi kompetisi Sulit untuk di-duplikasi Superior dalam persainganInternal ExternalEmphasis EmphasisINSIDE – OUT OUTSIDE – INPROCESSES PROCESSES Spanning processes 11
  12. 12. External socioeconomic/political/physical environment and competitors actions Marketing research Marketing research And intelligence And intelligence Destination Marketing Organization in Organization the tourism industry Communication, (Dinas/Kantor Parsenibud) information, advice Policy, strategy, marketing Policy, strategy, marketing plans plans Marketing Communication (Public) Tourism industry Communication, Industry opportunity sets information, advice promotional activities Consumer opportunity sets Destination opportunity sets Targeted customersSumber : Modifikasi Middleton & Clarke (2001:338) dan Stabler dalam Ashworth & Goodall (1990:25)
  13. 13. Marketing Management Philosophies • Consumers favor products that are Production Concept available and highly affordable. • Improve production and distribution. • Consumers favor products that offer Product Concept the most quality, performance, and innovative features. • Consumers will buy products only if Selling Concept the company promotes/ sells these products. • Focuses on needs/ wants of target Marketing Concept markets & delivering satisfaction better than competitors. Societal Marketing Concept • Focuses on needs/ wants of target markets & delivering superior value. Konsep PEMASARAN STRATEGIS proses pengembangan strategi pemasaran berdasarkan pada market-driven (keadaan pasar / lingkungan)1-13 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  14. 14. The Role of Marketing in Strategic Planning Strategic planning is the process of developing and maintaining a feasible fit between the organization’s objectives, skills, and resources and its changing marketing opportunities.Sumber : Kotler, Bowen, & Makens; 2002 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  15. 15.  Strategic Planning versus Tactical Planning Strategic planning is the process of determining an organization’s primary objectives, allocating funds, and then initiating actions designed to achieve those objectives Tactical planning is the process of defining implementation activities that the firm must carry out to achieve its objectives Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  16. 16. Nontraditional Marketing  Person Marketing Efforts to cultivate the attention, interest, and preferences of a target market toward a celebrity or authority figure1-16 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  17. 17.  Place Marketing Attempt to attract customers to particular areas Michigan ad promotes the State as a good business location1-17 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  18. 18.  Event Marketing The marketing of sporting, cultural, and charitable activities to Selected target markets1-18 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  19. 19.  Organization Marketing Involves attempts to influence other to accept the goals of, receive the services of, or contribute in some way to an organization.  Boy Scouts of America ad targets volunteers as one of its multiple publics1-19 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  20. 20. Critical Thinking and Creativity Challenges presented by today’s complex and technologically sophisticated marketing environment require critical-thinking skills and creativity from marketing professionals Critical Thinking refers to the process of determining the authenticity, accuracy, and worth of information, knowledge, claims and arguments Creativity helps to develop novel solutions to perceived marketing problems Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  21. 21. The Technology Revolution in Marketing Technology: Application to business of knowledge based on scientific discoveries, inventions, and innovations Interactive marketing refers to buyer-seller communications in which the customer controls the amount and type of information received from a marketer Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  22. 22.  The Internet is an all-purpose global network composed of more than 50,000 different networks around the globe that allows those with access to a computer send and receive images and text anywhere The World Wide Web Broadband technology is extremely high speed, always-on Internet connection Wireless Internet connections for laptops and PDA’s Interactive Television Service Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  23. 23. From Transaction-Based Marketing to Relationship Marketing Transaction – based marketing (Simple exchanges) Relationship marketing  Holiday Inn building a relationship beyond selling a place to sleep Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  24. 24.  Developing Partnerships and Strategic Alliances Strategic alliances: partnerships between organizations that create competitive advantages Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  25. 25. PentingnyaRELATIONSHIP STRATEGY Value-enhanching MOTIF opportunities The rationale Skills and EnvironmentalResource gaps Turbulence &  Kompleksitas teknologi diversity  Kendala finansial  Kendala akses ke pasar resiko  Perkembangan teknologi informasi
  26. 26. Pentingnya RELATIONSHIP STRATEGY resiko Value-enhanching opportunities MOTIF The rationale Skills and Environmental Resource gaps Turbulence &  Kompleksitas teknologi diversity  Kendala finansial  Kendala akses ke pasar  Perkembangan teknologi informasi
  27. 27. Ethics and Social Responsibility: Doing Well by Doing GoodIncreased EmployeeLoyaltyBetter Public ImageMarket Place SuccessImproved FinancialPerformance Shell Oil Promotional Message Recruiting Mentors for Inner City Youth 1-27
  28. 28.  Criticisms of the Competitive Marketing System  Marketing costs are too high  The marketing system is inefficient  Marketers and the business system collude and commit price-fixing  Firms deliver poor product quality and service  Consumers receive incomplete, false, and/or misleading information  The marketing system produces health and safety hazards  Marketers persuasively promote unwanted and unnecessary products to those who least need them Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  29. 29. 29Sumaryadi
  30. 30. (Gilligan & Wilson, 2003)
  31. 31. Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  32. 32. (Gilligan & Wilson, 2003)Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  33. 33. ANALISIS PESAING ANALISIS INTERNAL ANALISIS PASAR Kemampuan menciptakan Pemberdayaan sumber dan Penajaman segmentasi pasar kesempatan melalui daya beda kapasitasPerlakuan terhadap Perlakuan terhadapDAYA BEDA SEGMEN PASAR YANGPRODUK TAJAM PENANGANAN THD DINAMIKA LINGKUNGAN & SINERGI PELAKSANAAN PEMASARAN PARIWISATA (Modifikasi Model Kaynak)
  34. 34. Kesimpulan Pemasaran pariwisata mencakup kegiatan strategis maupun operasional. Strategis dalam hal penyelesaian masalah secara keseluruhan sehingga bersifat sistematis & operasional, tidak memfokuskan pd teknik yg digunakan melainkan pada hasil yg dapat dicapai shg bersifat pragmatis. Aktivitas pemasaran pariwisata terus berkembang, yg diperlihatkan melalui berkembangnya cakupan bauran pemasaran. Berkembangnya market-driven marketing & business-driven marketing. Aktivitas marketing harus mampu melingkupi pasar & bisnis suatu perusahaan. Dalam konteks ini peran marketing intelligence & sistem informasi pemasaran sebagai penyedia informasi menjadi sangat penting. Marketing dilakukan dengan semakin result-driven, efektif, dg teknik yg semakin rinci & sophisticated. Marketing berevolusi dg mengarah pd analisa thd trend yg timbul, validasi, & kontrol thd trend tsb. (broad trend, relevant trend, & spesific trend) Meningkatnya peran teknologi dlm aktivitas marketing Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  35. 35. KesimpulanPrinsip-prinsip dalam pemasaran pariwisata dengan paradigma baru : Pengambilan keputusan yg didasari pada penilaian masalah secara menyeluruh, tidak membagi masalah menjadi beberapa bagian, serta melakukan penilaian kembali. Pemahaman akan visi konsumen di masa datang menentukan berbagai kegiatan marketing yang akan dilakukan. Marketing intelligence merupakan suatu keharusan Aktivitas marketing tidak hanya dilakukan oleh departemen marketing Strategi & operasi marketing dilakukan secara simultan & sistemik. Melanjutkan misi yang telah ditetapkan. Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
  36. 36. TERIMA KASIH 36 Sumaryadi
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