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- 2. Tujuan Perusahaan Profit Pangsa Pasar Spesifik Mempertahankan Eksistensi Tingkat Penjualan Tingkat Pertumbuhan Pelayanan Sosial, dsb
- 3. Pencapaian Tujuan Organisasi Produsen Kompetensi & Kapasitas Produktif Produk Konsumen Pemenuhan Kebutuhan dan Keinginan Daya Beli dan Kesediaan untuk Membeli Penciptaan Kepuasan Pelanggan Penawaran Permintaan
- 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.
- 5. 12-5
- 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)
- 7. 13-7
- 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?
- 11. 13-11 Pure tangible good Good w/ accompanying services Hybrid Service w/ accompanying goods Pure 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
- 13. 13-13
- 16. 16 Distribution Price Marketing Positioning (Weighted toward evidence) Source: Shostack KEY Tangible elements Intangible elements Service frequency Vehicle Transport Pre- and post-flight service Food and drink In-flight service
- 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
- 19. 19 Core Customers often require information about how to obtain and use a product or service. They may also need reminders and documentation
- 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
- 26. 26 Customers appreciate some flexibility in a business when they make special requests. They expect it when not everything goes according to plan 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
- 29. Core Product Tangible Augmented Time CriticalTransport Safety Record Menu Hidangan AlokasiTempat Duduk Schedule Priority baggage Paket liburan Tur
- 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
- 32. Contoh? Fitur Styling Kemasan Merek Bukti Fisik Penyampaian Jasa Proses SDM Kualitas
- 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
- 35. 9-35
- 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
- 38. 9-38 Identify the maker Simplify product handling Organize accounting Offer legal protection
- 39. 9-39 Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
- 40. 9-40 Endowing products and services with the power of a brand.
- 41. Attribute Brand --- Ford Mobil Amerika Aspirational Brand --- Rolex Experience Brand --- Nike – Just do it
- 42. Presented Brand Perusahaan Brand Awareness Komunikasi Merek Eksternal Pengalaman Pelanggan Brand Equity Brand Meaning
- 43. 9-43 The differential effect that brand knowledge has on consumer response to the marketing of that brand.
- 46. 9-46 Improved perceptions of product performance Greater loyalty Less vulnerable to competition Less vulnerable to crises Larger margins Inelastic consumer response to price increases Elastic consumer response to price decreases Greater trade cooperation Increase in effectiveness of IMC Licensing opportunities Brand extension opportunities
- 47. 9-47
- 48. 9-48 The marketer’s vision of what the brand must be and do for Consumers.
- 49. 9-49
- 50. 9-50 BrandAssetValuator Aaker Model BRANDZ Brand Resonance
- 52. 9-52
- 56. 9-56
- 59. 9-59
- 60. 9-60 Memorable Meaningful Likeability Transferable Adaptable Protectible
- 61. 9-61
- 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 $22.13
- 65. 9-65 Brand earnings Brand sales Costs of sales Marketing costs Overhead expenses Remuneration of capital charge Taxation Brand strength Leadership (25%) Stability (15%) Market (10%) Geographic spread (25%) Trend (10%) Support (10%) Protection (5%)
- 67. 9-67
- 68. 9-68 Develop new brand elements Apply existing brand elements Use a combination of old and new
- 69. 9-69 Brand line Brand mix Brand extension Sub-brand Parent brand Family brand Line extension Category extension Branded variants Licensed product Brand dilution Brand portfolio
- 70. 9-70 Individual names Blanket family names Separate family names Corporate name- individual name combo
- 71. 9-71
- 73. Matriks Ansoff: Penetrasi Pasar Pengembangan Pasar Pengembangan Jasa Diversifikasi Pasar (Konsumen) Jasa Baru Saat Ini Saat Ini Baru
- 74. Time Product Develop- ment Introduction Profits Sales Growth Maturity Decline Losses/ Investments ($) Sales and Profits ($) Sales and Profits Over the Product’s Life From Inception to Demise ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 76. Pada tahap mature Memanfaatkan kapasitas kosong Menyeimbangkan portofolio Retensi Pelanggan Adanya Peluang
- 77. StyleChanges Service Improvements Service line Extentions New Service Major Innovations
- 78. Awareness Interest Evaluation Trial Adoption
- 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