4. Anything that can be offered to a market to
satisfy a want or need (kotler & Keller)
Terdiri dari: barang, jasa, gagasan, tempat, orang,
organisasi, informasi, properti, kombinasinya.
6. Penawaran
Ekonomik
Komoditas Barang Jasa Pengalaman Transformasi
Perekonomi-
an
Agraris Industri Jasa Pengalaman Transformasi
Fungsi
Ekonomi
Extract Make Deliver Stage Guide
Karakteristik
Penawaran
Fungible Tangible Intangible Memorable Effectual
Atribut Kunci Natural Baku Custumized Personal Individual
Metode
Penawaran
Disimpan
dlm Jlh Besar
Disimpan stlh
produksi
Diberikan
sesuai
permintaan
Dirasakan
selama durasi
tertentu
Dipertahankan
kontinyu
sepanjang
waktu
Penjual Trader Manufacturer Provider Stager Elicitor
Pembeli Market Customer Client Guest Aspirant
Faktor yang
dicari
Karakteristik Fitur Manfaat Sensasi Sifat (Traits)
8. 13-8
Any act of performance that one
party can offer 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.
10. 10
People Processing
Possession
Processing
Mental Stimulus
Processing
Information Processing
e.g., airlines, hospitals,
hotels, restaurants,
haircutting, fitness centers
e.g., freight, repair,
cleaning, landscaping,
retailing, recycling
e.g., broadcasting,
consulting,
education, psychotherapy
e.g., accounting, banking,
insurance, legal, research
TANGIBLE
ACTS
INTANGIBLE
ACTS
DIRECTED AT PEOPLE DIRECTED AT POSSESSIONS
What is the Nature
of the Service Act?
Who or What is the Direct Recipient of the Service?
12. 13-12
Equipment-based or people-based
Service processes
Client’s presence required or not
Personal needs or business needs
Objectives and ownership
17. 17
Most firms offer customers a package of
benefits:
core product (a good or a service)
supplementary services that add value to the core
In mature industries, core products often
become commodities
Supplementary services help to differentiate
core products and create competitive advantage
by:
facilitating use of the core service
enhancing the value and appeal of the core
20. 20
Many goods and services
must be ordered or reserved
in advance. Customers need
to know what is available and
may want to secure
commitment to delivery
Core
21. 21
“How much do I owe you?”
Customers deserve clear,
accurate and intelligible
bills and statements
Core
22. 22
Customers may pay faster
and more cheerfully if you
make transactions simple
and convenient for them
Core
23. 23
Value can be added to
goods and services by
offering advice and
consultation that are
tailored to each customer’s
needs and situation
Core
24. 24
Customers who invest time
and effort in visiting a
business and using its
services deserve to be
treated as welcome guests
(after all, marketing invited
them there!)
Core
25. 25
Customers prefer not to
worry about looking after
the personal possessions
that they bring with them
to a service site; they also
expect firms to help care
for the goods that they
purchase or rent.
Core
27. 27
Home
Delivery
Order food,
give address
Driver rings
doorbell
Pay driver,
take food Eat
Telephone
Restaurant
Drive-In
Restaurant
(Take Out)
See sign Order via
microphone
Get meal at
pickup, pay
Drive away,
eat in car
Stop car at
order point
Fast-Food
Restaurant
(Eat In)
See sign Park and
enter
Order meal,
and pay
Pick up
meal
Find table
and eat
Clear table
and leave
Home
Catering
Arrange to
meet caterer
Plan meal,
pay deposit
Food and
staff arrive
Meal is
prepared
and served
Eat
Staff cleans
up; pay
28. Unsur Fisik – Facilitating goods & Support
goods, misalnya: menu makanan di restoran,
film di bioskop
Manfaat Sensual (Sensual Benefits) – Manfaat
yang berkaitan dng panca indera, misalnya
aroma dan rasa makan di restoran
Manfaat psikologis – tidak dapat didefinisikan
dengan jelas, sifatnya subyektif
30. Substantive Service atau Service Concept
Essential bagi konsumen
Bentuk bisa barang/jasa
Memerlukan CommonView atau Perceptual
Congruence
31. Kombinasi produk yang bersifat nyata dan
tidak nyata
Semakin intangible produk yang ditawarkan,
maka semakin besar bukti fisik yang
dibutuhkan
Manajemen bukti fisik penting dalam
pemasaran jasa
Ada kondisi dimana jasa sekundder tidak
disediakan oleh penyedia jasa, melainkan
oleh pelanggan itu sendiri
33. Pakaian
Permata
Mebel
Rumah
Mobil
Hidangan Restoran
Paket Liburan
Potong Rambut
Child Care
ReparasiTV
Jasa Hukum
Terusan/Kanal
Repasarasi Mobil
Diagnosis Medis
DOMINAN
BERUPA
BARANG
DOMINAN
BERUPA
JASA
CredenceQuality
Sangat Penting
ExperienceQuality
Sangat Penting
Search Quality
Sangat Penting
Evaluasi Konsumen terhadap Jasa
Mudah dievaluasi
Sukar Dievaluasi
36. 9-36
A name, term, sign, symbol
or design, or a combination of them,
intended to identify the goods
or services of one seller or group
of sellers and to differentiate
them from those of competitors.
37. 9-37
Excels at delivering
desired benefits
Stays relevant
Priced to meet
perceptions of value
Positioned properly
Communicates
consistent brand
messages
Well-designed brand
hierarchy
Uses multiple
marketing activities
Understands consumer-
brand relationship
Supported by
organization
Monitors sources of
brand equity
62. 9-62
Like a good neighbor,
State Farm is there
Just do it
Nothing runs like a
Deere
Help is just around the
corner
Save 15% or more in 15
minutes or less
We try harder
We’ll pick you up
Nextel – Done
Zoom Zoom
I’m lovin’ it
Innovation at work
This Bud’s for you
Always low prices
64. 9-64
Brand 2004 Brand Value (Billions)
Coca-Cola $67.39
Microsoft $61.37
IBM $53.79
GE $44.11
Intel $33.50
Disney $27.11
McDonald’s $25.00
Nokia $24.04
Toyota $22.67
Marlboro $22.13
79. Eliminasi Jasa
Faktor Pertimbangan:
Potensi PasarYad
Manfaat dari modifikasi jasa
Keuntungan strategi pemasaran
Manfaat penghematan waktu bila mengeliminasi jasa
Daya tarik peluang alternatif perusahaan
Kontribusi jasa di luar biayalangsung
Kontribusi jasa penjualan lainnya
