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Konsep Pemasaran dan
Perilaku Konsumen
Anggriawan Sugianto
EKMA 4111 Pengantar Bisnis
Outline
1.  Konsep Dasar Pemasaran
2.  Marketing STP
3.  Perilaku Konsumen
22013.10.06 EKMA 4111
Research is to see what everybody else has seen,
and to think what nobody else has thought.
– Albert Szent-Gryorgyi
Konsep Dasar Pemasaran
EKMA4111 Pengantar Bisnis
Konsep Pemasaran
Pemasaran
•  Proses dari perencanaan dan pelaksanaan konsep yang telah
ditetapkan sebelumnya, penentuan h...
Analisis Pasar
•  Consumer behaviour
•  Competition
•  Brand competition (local + international)
•  Substitute product
•  ...
Riset Pemasaran
Tahapan riset pemasaran:
1.  Analisis situasi
2.  Pemilihan metode riset
•  Observasi
•  Survey
•  Focus g...
Marketing Mix
2013.10.06 EKMA 4111 8
2013.10.06 EKMA 4111 9
Being the best is great, you're the number one.
Being unique is greater, you're the only one.
Marketing STP
EKMA4111 Pengantar Bisnis
Segmentation
Segmentasi pasar
•  Proses pemilahan pasar menjadi sekumpulan konsumen yang
memiliki kebutuhan dan keinginan ...
Targeting
Target pasar
•  Menentukan segmen pasar mana yang jadi sasaran pemasaran
produk/jasa
•  Strategi penentuan targe...
Positioning
Penentuan posisi
•  Bagaimana perusahaan menanamkan citra produk di benak konsumen
•  Positioning strategy:
• ...
2013.10.06 EKMA 4111 14
Customers can't always tell you what they want,
but they can always tell you what's wrong.
Perilaku Konsumen
EKMA4111 Pengantar Bisnis
Consumer Behaviour
2013.10.06 EKMA 4111 16
Buying Decision Process
Problem/Need
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Decision
Post-purc...
Pasar Organisasi
•  Pasar Organisasi (B2B)
•  Pasar industri
•  Pasar penjual (Reseller)
•  Pemerintah / Institusi non-pro...
End of Module 6
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EKMA4111: Modul 6

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Modul 6: Konsep Pemasaran & Perilaku Konsumen
EKMA 4111 Pengantar Bisnis
Universitas Terbuka Korea

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EKMA4111: Modul 6

  1. 1. Konsep Pemasaran dan Perilaku Konsumen Anggriawan Sugianto EKMA 4111 Pengantar Bisnis
  2. 2. Outline 1.  Konsep Dasar Pemasaran 2.  Marketing STP 3.  Perilaku Konsumen 22013.10.06 EKMA 4111
  3. 3. Research is to see what everybody else has seen, and to think what nobody else has thought. – Albert Szent-Gryorgyi
  4. 4. Konsep Dasar Pemasaran EKMA4111 Pengantar Bisnis
  5. 5. Konsep Pemasaran Pemasaran •  Proses dari perencanaan dan pelaksanaan konsep yang telah ditetapkan sebelumnya, penentuan harga, promosi dan distribusi ide, barang dan jasa untuk menciptakan pertukaran yang dapat memuaskan tujuan individu dan organisasi. Marketing •  The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 2013.10.06 EKMA 4111 5
  6. 6. Analisis Pasar •  Consumer behaviour •  Competition •  Brand competition (local + international) •  Substitute product •  Macro-environmental factors •  Political •  Economic •  Social •  Technological 2013.10.06 EKMA 4111 6
  7. 7. Riset Pemasaran Tahapan riset pemasaran: 1.  Analisis situasi 2.  Pemilihan metode riset •  Observasi •  Survey •  Focus group •  Eksperimen 3.  Pengumpulan data 4.  Analisis data 5.  Laporan Riset 2013.10.06 EKMA 4111 7
  8. 8. Marketing Mix 2013.10.06 EKMA 4111 8
  9. 9. 2013.10.06 EKMA 4111 9 Being the best is great, you're the number one. Being unique is greater, you're the only one.
  10. 10. Marketing STP EKMA4111 Pengantar Bisnis
  11. 11. Segmentation Segmentasi pasar •  Proses pemilahan pasar menjadi sekumpulan konsumen yang memiliki kebutuhan dan keinginan yang sama •  Variabel penting dalam segmentasi: 1.  Geografis – lokasi 2.  Demografis – usia, jenis kelamin, penghasilan, pekerjaan 3.  Psikografis – gaya hidup, nilai 4.  Kegunaan produk – aktivitas 2013.10.06 EKMA 4111 11
  12. 12. Targeting Target pasar •  Menentukan segmen pasar mana yang jadi sasaran pemasaran produk/jasa •  Strategi penentuan target pasar: 1.  Single-segment (Spesialisasi pasar) 2.  Multi-segment (Spesialisasi selektif) 3.  All-segment (Spesialisasi produk) 4.  Full market coverage 2013.10.06 EKMA 4111 12
  13. 13. Positioning Penentuan posisi •  Bagaimana perusahaan menanamkan citra produk di benak konsumen •  Positioning strategy: •  Product positioning •  attribute, brand •  Price positioning •  high price, low price with quality •  Competitive positioning •  market leader (#1), category leader 2013.10.06 EKMA 4111 13
  14. 14. 2013.10.06 EKMA 4111 14 Customers can't always tell you what they want, but they can always tell you what's wrong.
  15. 15. Perilaku Konsumen EKMA4111 Pengantar Bisnis
  16. 16. Consumer Behaviour 2013.10.06 EKMA 4111 16
  17. 17. Buying Decision Process Problem/Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-purchase Decision 2013.10.06 EKMA 4111 17 • Internal stimuli • External stimuli • Attitude • Involvement level • Rational motive • Emotional motive
  18. 18. Pasar Organisasi •  Pasar Organisasi (B2B) •  Pasar industri •  Pasar penjual (Reseller) •  Pemerintah / Institusi non-profit •  B2B vs B2C •  Permintaan derivatif •  Permintaan tidak elastis 2013.10.06 EKMA 4111 18 Problem/Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-purchase Decision + Spesifikasi produk/jasa + Kualifikasi vendor + Evaluasi vendor
  19. 19. End of Module 6
  • meilana7

    Dec. 24, 2014

Modul 6: Konsep Pemasaran & Perilaku Konsumen EKMA 4111 Pengantar Bisnis Universitas Terbuka Korea

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