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Marketing is managing profitable customer relationships.
The twofold goal of marketing:
1.To attract new customers by promising superior value
and
2.keep and grow current customers by delivering
satisfaction. (Kotler & Armstrong, 2011)
Tetapi dalam konteks pariwisata
Pemasaran pariwisata merupakan ”suatu proses
manajemen yang dilakukan oleh organisasi pariwisata
maupun industri pariwisata untuk melakukan identifikasi
terhadap wisatawan yang sudah punya keinginan untuk
melakukan perjalanan wisata dan wisatawan yang
berpotensi akan melakukan perjalanan wisata dengan
jalan melakukan komunikasi dengan mereka,
mempengaruhi keinginan, kebutuhan, memotivasinya,
terhadap apa yang disukai dan yang tidak disukainya,
pada tingkat lokal, regional, nasional ataupun
internasional dengan menyediakan objek dan atraksi
wisata agar wisatawan memperoleh kepuasan optimal”
(Salah Wahab dkk dalam Yoeti; 2002:2).
Highly Perishable
Composite/Complementarity of tourist service.
After sales service
Variability
No-ownership
Seasonality Simultaneous
Psychological
Unstandardized
Unique Unpredictable
  Intangible but also tangible Inseparability/Fix Supply
Marketing need a formal organization
Risky
Dynamic
ETC
MANAJEMENMANAJEMEN
PEMASARANPEMASARAN
PARIWISATAPARIWISATA
Desa Pekraman Jasri, di Kabupaten Karangasem, Provinsi Bali
Marketing Sales
FOKUS PADA PENJUALAN
(KAWASAN)
FOKUS PADA PEMBELI
(WISATAWAN)
Apa Itu PemasaranApa Itu PemasaranMarketing DefinedMarketing Defined
The process by which companies create value for
customers and build strong customer relationships in
order to capture value from customers in return (Kotler
& Armstrong, 2011).
The Marketing ProcessThe Marketing Process
Understanding the MarketplaceUnderstanding the Marketplace
and Customer Needsand Customer Needs
• Customer Needs, Wants, and Demands
• Market Offerings— Products, Services, and
Experiences
• Customer Value and Satisfaction
• Exchanges and Relationships
• Markets
An
Understanding
Danau Labuan Cermin
( Kaltim)
Raja Ampat
(Papua)
Nusa Dua (Bali)
Designing A Customer-drivenDesigning A Customer-driven
Marketing StrategyMarketing Strategy
A Customer-Driven Marketing Strategy /
Marketing management: The art and science of
choosing target markets and building profitable
relationships with them.
Selecting Customers to Serve
Choosing a Value Proposition
Marketing Management Orientations,
Production concept, Product concept, Selling
concept, Marketing concept
Marketing Plan & Customer RelationshipMarketing Plan & Customer Relationship
Step by Step
Tindakan
Kenali Wisatawan
Use Marketing Mix
Susun Strategi
Membangun & Memelihara
Hubungan dgn Pelanggan
Kontrol & Evaluasi
Building Customer RelationshipBuilding Customer Relationship
Customer Relationship ManagementCustomer Relationship Management
The Changing Nature of Customer
Relationships, Relating with More Carefully
Selected Customers , Relating More Deeply
and Interactively
Partner Relationship Management, Partners
Inside the Company, Marketing Partners
Outside the Firm
For EXAMPLE:For EXAMPLE:
Sales Call
Capturing Value From CustomersCapturing Value From Customers
Creating Customer Loyalty and Retention
Growing Share of Customer
Building Customer Equity
 Customer equity is the total combined customer
lifetime values of all of the company’s current and
potential customers.
 Building the Right Relationships with the Right
Customers
For EXAMPLE:For EXAMPLE:
The Changing Marketing LandscapeThe Changing Marketing Landscape
 The Uncertain Economic Environment
 The Digital Age
 Rapid Globalization
 Sustainable Marketing—The Call for More
Social Responsibility (CSR)
 The Growth of Not-for-Profit Marketing
So, What isSo, What is
MarketingMarketing
1. Man. Pemasaran Pariwisata - Pendahuluan & Pemasaran, Membuat & Menangkap Keinginan Wisatawan

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1. Man. Pemasaran Pariwisata - Pendahuluan & Pemasaran, Membuat & Menangkap Keinginan Wisatawan

  • 1.
  • 2.
  • 3.
  • 4. Marketing is managing profitable customer relationships. The twofold goal of marketing: 1.To attract new customers by promising superior value and 2.keep and grow current customers by delivering satisfaction. (Kotler & Armstrong, 2011) Tetapi dalam konteks pariwisata
  • 5. Pemasaran pariwisata merupakan ”suatu proses manajemen yang dilakukan oleh organisasi pariwisata maupun industri pariwisata untuk melakukan identifikasi terhadap wisatawan yang sudah punya keinginan untuk melakukan perjalanan wisata dan wisatawan yang berpotensi akan melakukan perjalanan wisata dengan jalan melakukan komunikasi dengan mereka, mempengaruhi keinginan, kebutuhan, memotivasinya, terhadap apa yang disukai dan yang tidak disukainya, pada tingkat lokal, regional, nasional ataupun internasional dengan menyediakan objek dan atraksi wisata agar wisatawan memperoleh kepuasan optimal” (Salah Wahab dkk dalam Yoeti; 2002:2).
  • 6. Highly Perishable Composite/Complementarity of tourist service. After sales service Variability No-ownership Seasonality Simultaneous Psychological Unstandardized Unique Unpredictable   Intangible but also tangible Inseparability/Fix Supply Marketing need a formal organization Risky Dynamic ETC
  • 7.
  • 9. Desa Pekraman Jasri, di Kabupaten Karangasem, Provinsi Bali
  • 10. Marketing Sales FOKUS PADA PENJUALAN (KAWASAN) FOKUS PADA PEMBELI (WISATAWAN)
  • 11. Apa Itu PemasaranApa Itu PemasaranMarketing DefinedMarketing Defined The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return (Kotler & Armstrong, 2011). The Marketing ProcessThe Marketing Process
  • 12. Understanding the MarketplaceUnderstanding the Marketplace and Customer Needsand Customer Needs • Customer Needs, Wants, and Demands • Market Offerings— Products, Services, and Experiences • Customer Value and Satisfaction • Exchanges and Relationships • Markets
  • 14.
  • 15. Danau Labuan Cermin ( Kaltim) Raja Ampat (Papua) Nusa Dua (Bali)
  • 16. Designing A Customer-drivenDesigning A Customer-driven Marketing StrategyMarketing Strategy A Customer-Driven Marketing Strategy / Marketing management: The art and science of choosing target markets and building profitable relationships with them. Selecting Customers to Serve Choosing a Value Proposition Marketing Management Orientations, Production concept, Product concept, Selling concept, Marketing concept
  • 17. Marketing Plan & Customer RelationshipMarketing Plan & Customer Relationship Step by Step Tindakan Kenali Wisatawan Use Marketing Mix Susun Strategi Membangun & Memelihara Hubungan dgn Pelanggan Kontrol & Evaluasi
  • 18. Building Customer RelationshipBuilding Customer Relationship Customer Relationship ManagementCustomer Relationship Management The Changing Nature of Customer Relationships, Relating with More Carefully Selected Customers , Relating More Deeply and Interactively Partner Relationship Management, Partners Inside the Company, Marketing Partners Outside the Firm
  • 20. Capturing Value From CustomersCapturing Value From Customers Creating Customer Loyalty and Retention Growing Share of Customer Building Customer Equity  Customer equity is the total combined customer lifetime values of all of the company’s current and potential customers.  Building the Right Relationships with the Right Customers
  • 22. The Changing Marketing LandscapeThe Changing Marketing Landscape  The Uncertain Economic Environment  The Digital Age  Rapid Globalization  Sustainable Marketing—The Call for More Social Responsibility (CSR)  The Growth of Not-for-Profit Marketing
  • 23. So, What isSo, What is MarketingMarketing