manajemen pemasaran

1. bapelkesLampung0521
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2. WHAT IS MARKETING ABOUT ??
• Marketing Management = Advertising
• Marketing Management = Sales
• Marketing Management = Customer Oriented Philosophy of
the whole company
Marketing management as the art and science of choosing
target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior
customer value

3. WHAT IS MARKETING ABOUT ??
• 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.
• Marketing management is the art and science of choosing target
markets and getting, keeping, and growing customers through
creating, delivering, and communicating superior customer
value.
• Marketing is about market and market orientation of the whole
company  marketing focuses on satisfying customer need in a
competitive environment

4. WHY IS MARKETING IMPORTANT ??
• Customer orientation is key for success in competitive market
• Customer will choose the company which fulfills his needs best
• Companies have to look at customer needs, and satisfy customer by
fulfilling his needs with their offers

5. What Is Marketed?
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• Marketers market 10 main types of entities:
• goods,
• services,
• events,
• experiences,
• persons,
• places,
• properties,
• organizations,
• information,
• ideas

6. Structure of Flows in a Modern Exchange Economy
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Five basic
markets
and their
connecting
flows
(Kotler & Keller, Marketing Management Ed 15 - 2016)

7. Research
&
Development
Procurement
Production
Marketing
as
a
Function
(Department)
Logistics
After
Sales
Service
Customer
Marketing as a set of cross functional processes
Internal Processes
(coordination)
Market
Oriented
Processes
HOW SHOULD MARKETING BE IMPLEMENTED ?

8. 8 Part in Marketing Management
• Understanding Marketing Management
• Capturing Marketing Insight
• Connecting With Customers
• Building Strong Brands
• Creating Value
• Delivering Value
• Communicating Value
• Conducting Marketing Responsibly For Long Term Succes
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(Kotler & Keller, Marketing Management Ed 15 - 2016)

9. Four Key Dimensions of Holistic Marketing
(Kotler & Keller, Marketing Management Ed 15 - 2016)
1. Internal marketing—ensuring everyone in the organization embraces
appropriate marketing principles, especially senior management.
2. Integrated marketing—ensuring that multiple means of creating,
delivering, and communicating value are employed and combined in the
best way.
3. Relationship marketing—having rich, multifaceted relationships with
customers, channel members, and other marketing partners.
4. Performance marketing—understanding returns to the business from
marketing activities and programs, as well as addressing broader
concerns and their legal, ethical, social, and environmental effects
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10. Holistic Marketing Dimensions
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11. Internal Marketing
• Internal marketing, an element of holistic marketing, is the task of
hiring, training, and motivating able employees who want to serve
customers well.
• Marketing succeeds only when all departments work together to
achieve customer goals
• R&D, Purchasing, Product / Manufacture, Sales and Customer Service,
Finance, Logistic, Accounting, Public Relation
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12. Integrated Marketing
• Integrated marketing occurs when the marketer devises marketing
activities and assembles marketing programs to create, communicate,
and deliver value for consumers such that “the whole is greater than
the sum of its parts.”
• Two key themes are that
• (1) many different marketing activities can create, communicate, and deliver
value and
• (2) marketers should design and implement any one marketing activity with
all other activities in mind.
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13. Relationship Marketing
• Relationship Marketing Increasingly, a key goal of marketing is to develop
deep, enduring relationships with people and organizations that directly or
indirectly affect the success of the firm’s marketing activities.
• Relationship marketing aims to build mutually satisfying long-term
relationships with key constituents in order to earn and retain their
business.
• Four key constituents for relationship marketing are customers, employees,
marketing partners (channels, suppliers, distributors, dealers, agencies),
and members of the financial community
• Marketing must skillfully conduct not only customer relationship
management (CRM), but partner relationship management (PRM)
• The ultimate outcome of relationship marketing is a unique company asset
called a marketing network
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14. Performance Marketing
• Performance marketing requires understanding the financial and
nonfinancial returns to business and society from marketing activities
and programs.
• As noted previously, top marketers are increasingly going beyond
sales revenue to examine the marketing scorecard and interpret what
is happening to market share, customer loss rate, customer
satisfaction, product quality, and other measures.
• They are also considering the legal, ethical, social, and environmental
effects of marketing activities and programs.
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16. Situation Analysis
(SWOT, Macro Environtment,
Markets, Segmentation,
Positioning)
Marketing Instrument
(Marketing Mix)
Marketing Organization
Marketing Goals
Marketing Strategy
Marketing Controlling
Product Price Place Promotion
THE WHOLE
PROCESSES
OF MARKETING
MANAGEMENT
4Ps  7Ps

17. The Evolution of Marketing Management
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18. Company
Competitor Customer
Retail
Political Economic Social Technology Legal Ecological
Market as micro environment
INTERNAL
EXTERNAL
SITUATION ANALYSIS

19. 1. Orientation
4. Control
2. Coordination
3. Motivation
MARKETING GOALS FULFILL
IMPORTANT FUNCTION :

20. Psychographic
Goals
4. Purchase
2. Image
3. Preference
5.
Satisfaction
1. Awareness
Economic Goals
Profit
Contribution Margin
Margin
Sales Costs
MARKETING GOALS :

21. New
Current
Market
Development
Market
Penetration
Current
Diversification
Product
Development
New
Product
Market
GROWTH STRATEGY

22. 1. Content
4. Segment
2. Extent
3. Time
MARKETING GOALS ARE TO BE
SPECIFIED AS FOLLOWS :
(e.g. awareness)
(e.g. increase 10%)
(e.g. within one year)
(e.g. key account customer)

23. Porter’s Generic Strategies
• Cost leadership
• Firms work to achieve the lowest production and distribution costs so they can underprice
competitors and win market share.
• They need less skill in marketing.
• The problem is that other firms will usually compete with still-lower costs and hurt the firm
that rested its whole future on cost.
• Differentiation
• The business concentrates on achieving superior performance in an important customer
benefit area valued by a large part of the market.
• The firm seeking quality leadership, for example, must make products with the best
components, put them together expertly, inspect them carefully, and effectively
communicate their quality.
• Focus
• The business focuses on one or more narrow market segments, gets to know them
intimately, and pursues either cost leadership or differentiation within the target segment
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24. Differentiation
Low Cost
Quality
Leadership
Cost Leadership
Whole
Industry
Concentration (Niche Strategy)
Segment
Competitive Advantage
Field
of
Competition
COMPETITIVE STRATEGY
(Michael Potter)

25. Customer
Segment
Product
Promotion
Place
Price
MARKETING MIX
People – Process – Physical Evidence

26. Product Customer Region
Marketing
Functions
Tasks divided by
Product
Managers
Key Account
Managers
Regions,
Countries
e.g.
Advertising
Department

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BASIC CONCEPT OF MARKET SEGMENTATION

28. What is Market Segmentation ?
The breaking down or building up of potential buyers
into groups called market segments

29. Benefits of Market Segmentation
• Identifies opportunities for new product development
• Helps design marketing programs most effective for reaching
homogenous group of buyers
• Improves allocation of marketing resources

30. Why marketing need Market Segmentation ?
• The marketing concept calls for under- st
anding customer and satisfying their nee
ds better than the competition
• Different customers have different needs, a
nd its rarely possible to satisfy all the cu
stomers by treating them alike

31. Bases for segmentation in consumer markets

32. Divide markets into different geographical unit
• Regions : by continent, country, state, or even neighborhood
• Size of the area : segmented according to size of population
• Population density : classified as urban, suburban or rural
• Climate : according to weather patterns common to certain
geographics regions

33. Divide markets into groups based on variables such as :
• Age
• Gender
• Income
• Social Class
• Life style

34. • Activites
• Interest
• Opinion
• Values
Survey  one tool for measuring life style
Groups customers according to their life style

35. Based on actual customer behavior towards products
• Opinion, Interests,
Hobbies
• Degree of loyalty
• Occasions
• Benefit sought
• Usage

36. Marketing concept for Service Industry
• Pemasaran jasa adalah suatu tindakan
yang ditawarkan pihak produsen kepada
konsumen berupa jasa yang tidak dapat
dilihat, dirasa, didengar atau diraba
namun dapat dirasakan manfaatnya
oleh konsumen.
• Pemasaran jasa adalah setiap tindakan
yang ditawarkan oleh salah satu pihak
kepada pihak lain yang secara prinsip
intangible dan tidak menyebabkan
perpindahan kepemilikan apapun.
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38. PRODUCT
• GOODS
• That have monetary value and
satisfy your needs and wants (can
touch them)
• Examples : sports equipment,
Gadget, Clothing, Candy
• SERVICE
• That have monetary value and
satisfy your needs and wants (can’t
touch)
• Examples : Banks, internet providers,
Hospital, Medical Lab
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40. Karakteristik Pemasaran Jasa
• a. Intangibillty (tidak berwujud)
• Jasa bersifat tidak berwujud (intangibility), artinya tidak dapat melihat,
mencium, meraba, mendengar dan merasakan hasilnya sebelum mereka
membelinya.
• Nilai tidak berwujud dari jasa dapat berupa kenikmatan, rasa aman, serta
kepuasan.
• Untuk mendapat semua itu biasanya konsumen akan mencari terlebih dahulu
infomasi dari jasa yang akan digunakannya seperti lokasi, harga, serta bentuk
pelayanan yang akan diberikan.
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41. • Inseparability (tidak dapat dipisahkan)
• Tidak Dapat Dipisahkan (Inseparability) artinya jasa tidak dapat dipisahkan
dari sumbernya, yaitu perusahaan jasa yang menghasilkannya dengan
konsumen yang menggunakan jasa tersebut.
• Interaksi antara penyedia jasa dengan konsumen terjadi ketika jasa diproduksi
dan dikonsumsi pada saat bersamaan.
• Jika konsumen membeli suatu jasa maka ia akan berhadapan langsung
dengan sumber atau penyedia jasa.
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Karakteristik Pemasaran Jasa

42. • . Variability/heterogeneity (berubah-ubah)
• Jasa yang diberikan sering kali berubah-ubah tergantung siapa yang
menyajikannya, kapan dan dimana penyaji jasa tersebut dilakukan.
• Konsumen sebelum mengambil keputusan untuk menggunakan suatu jasa
biasanya akan meminta pendapat orang lain, oleh karena itu penyedia jasa
akan terus berlomba-lomba menawarkan bervariasi jasa dengan kualitas yang
baik guna menciptakan kepuasan dari konsumennya.
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Karakteristik Pemasaran Jasa

43. Karakteristik Pemasaran Jasa
• Perishability (tidak tahan lama)
• Jasa tidak dapat disimpan sehingga tidak dapat dijual pada masa yang akan
datang.
• Dalam hal ini jasa berbeda dengan barang, karena biasanya barang dapat
disimpan dan digunakan berulang-ulang kali maka tidak demikian dengan
jasa, apabila jasa tidak langsung digunakan maka jasa tersebut akan berlalu
begitu saja.
• Suatu jasa yang diberikan oleh penyedia jasa tergantung dari permintaan
pasar yang berubah-ubah
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44. Strategi Pemasaran Jasa
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1. Rantai Laba-Jasa
• Dalam bisnis jasa, pelanggan dan karyawan jasa lini depan berinteraksi untuk
menciptakan jasa.
• Interaksi efektif bergantung pada keahlian karyawan jasa lini depan dan
proses pendukung
• perusahaan jasa harus memusatkan perhatian pada keduanya, pelanggan dan
karyawan, agar berhasil.
• Rantai (service-profit chain), yang menghubungkan laba perusahaan jasa
dengan karyawan dan kepuasan pelangga
2. Mengelola Diferensiasi Jasa
• Dapat dilakukan melalui cara melayani (personal care) atau sarana dan
prasarana yang disesuaikan dengan sosek Customer

45. 3. Mengelola Kualitas Jasa
• Perusahaan jasa dapat mendiferensiasikan dirinya dengan menghantarkan kualitas
yang lebih tinggi secara konsisten dibandingkan pesaingnya, dimana penyedia jasa
harus mengidentifikasi apa yang diharapkan pelanggan sasaran terhadap kualitas
jasa.
4. Mengelola Produktivitas Jasa
• Dengan biaya yang meningkat cepat, perusahaan jasa mendapat tekanan besar
untuk meningkatkan produktivitas jasa. Hal ini dapat dilakukan dalam beberapa cara,
seperti melatih karyawan lama dengan lebih baik atau mempekerjakan karyawan
baru yang akan bekerja lebih keras atau lebih terampil, meningkatkan kuantitas jasa
mereka dengan mengurangi sejumlah kualitas jasa, juga dapat mengindustrialisasi
jasa dengan menambahkan perlengkapan dan menetapkan standar produksi, dan
yang terakhir, penyedia jasa bisa mempergunakan kekuatan teknologi
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46. Hospitality Industry
• In essence, providing world-class customer service strengthens
customer relationships which are an invaluable asset to a hotel or any
hospitality venture.
• Nowadays, service in the hospitality industry goes beyond a smile or a
simple “thank you”; you need to create a dynamic, ambient and
unforgettable experience for your customers to stay ahead on
competition in the hotel sector.
• Also, Service in the hospitality industry might mean more than
customer service. Services also include back of the house and non-
customer facing activities but they all contribute to the overall
experience of customers.
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