1 konsep-dasar-pemasaran
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MUSTHOFA HADI, SE [email protected] KONSEP DASAR PEMASARAN Click to buy NOW! P D F - X C H A N G E w w w . d o c u - t r a c k . c o m Click to buy NOW! P D F - X C H A N G E w w w . d o c u - t r a c k . c o m
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Transcript of 1 konsep-dasar-pemasaran
MUSTHOFA HADI, [email protected]
KONSEP DASARPEMASARAN
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MARKET (pasar)WHAT DOES IT MEAN?
KONTEKS FISIK, tempat terjadinyatransaksi.
KONTEKS PELANGGANPOTENSIAL, sekelomp. Individu yangmau dan mampu bertransaksi.
KONTEKS DIGITAL, dimensi/ruangdimana terjadi transaksi.
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MARKET (pasar)HOW IT DIFFERENT?
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MARKETINGEVOLUSI PERAN PEMASARAN
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MARKETINGKONSEP PENERAPAN PEMASARAN
Konsep Produksi
Konsep Produk
Konsep Penjualan
Konsep Pemasaran
Konsep Pemasaran BerwawasanSosial
Konsep Customer
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MARKETINGPROSES MANAJEMEN PEMASARAN
Analisis Peluang Pasar
Analisis & Penentuan Target Pasar
Merancang Srategi Pemasaran
Merancang Program Pemasaran
Mengorganisir & MelaksanakanKegiatan (kebijakan) Pemasaran
Mengawasi &/ mengevaluasi Kegiatan(kebijakan) Pemasaran
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MARKETINGFRAMEWORK PEMASARAN MODERN
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MARKETINGKONSEP PENERAPAN PEMASARAN
Product
Price
Promotion
Place
Customer Solutions
Customer Cost
Communicationwith Customer
Customers’Convenience
4 P Concept 4 C Concept
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MARKETINGMARKETING DIFFERENCES
à by performanceKekuatan merk dibangun dariadvertising
à Everyone does marketingMarketing does marketing
à finansial dan marketingTolok ukur : Finansial
à CLVFokus pada pencapaian transaksiyang menguntungkan
à by customer segmentsand satisfaction
Organized by product unit
New EconomyOld Economy
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MARKETINGHOW BUSINESS ARE CHANGING?
Harapan semakin tinggi
Info semakin lengkapà makin kritis
Loyalitas rendah
Sensitifitas terhadapharga meningkat
Customer today Company todayPersaingan makin tajam
Margin laba makin turun
Tuntutan dan orientasisosial meningkat
Trend kekuataninformasi meningkat
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MARKETINGSOLUSI MENGHADAPI PERUBAHAN
Reengineering
Benchmarking
Outsourcing
E Commerce
Alliance
CompanyMarketerCustomer relationshipmanagement
Target marketing
Everyone doesmarketing
Customization
Integratedcommunication system
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MARKETINGKONSEP 4C DINAMIKA BISNIS
Customer –they build the market.
Competitor –they play on the market.
Change –always happen on the market.
Company –just one of player on the market.
4 Diamond
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Thank You
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