Konsep Konsep

Manajemen Manajemen PemasaranPemasaran

Why need management…?Why need management…?

• Mencapai tujuan (individu dan Mencapai tujuan (individu dan organisasi)organisasi)

• Keseimbangan antara tujuan yg Keseimbangan antara tujuan yg bertentangan (pemilik, karyawan, bertentangan (pemilik, karyawan, konsumen, kreditur, pemerintah)konsumen, kreditur, pemerintah)

• Mencapai EFISIENSI dan Mencapai EFISIENSI dan EFEKTIFITASEFEKTIFITAS

Manajemen

Sbg “SENI dan ILMU” (Follet, Schein, John F Mee)

Fungsional (Stoner, GR Terry, Gullick, Ernest Dale, Donnel, Oet dan Dowman)

Pendekaan Rekayasa Industri, Teori Organisasi, Perilaku, Tanggungjawab

Fasilitas 6M

•CustomersCustomers – are the people who – are the people who buy the productsbuy the products

•ConsumersConsumers – are the people who – are the people who actually use the productactually use the product

Strategi PemasaranStrategi Pemasaran

It is a combination of target markets and marketing mixes.

MarketMarket

• A market is all potential A market is all potential customers who share common customers who share common needs and wants, and who have needs and wants, and who have the ability and willingness to buy the ability and willingness to buy the product.the product.

RenStra MarketingRenStra Marketing• Target MarketingTarget Marketing

– Riset PasarRiset Pasar– Segmentasi PasarSegmentasi Pasar– Positioning Positioning

• Lingkungan BersaingLingkungan Bersaing

• Marketing MixMarketing Mix

1.Market Research1.Market Research

•Identify costumer and Identify costumer and consumer needs, financial consumer needs, financial to buy product (budget)to buy product (budget)

2. Market Segmentation2. Market Segmentation

• Pembagian/pengelompokan Pembagian/pengelompokan kondisi pasar yg heterogen kondisi pasar yg heterogen menjadi homogen dg berbagai menjadi homogen dg berbagai karakteristikkarakteristik

Seven Segmentation Bases:Seven Segmentation Bases:

SixSix Segmentation Bases Segmentation Bases

GeographyGeography DemographicsDemographics PsychographicsPsychographics

BehaviorBehavior Product-relatedProduct-related Channel of Channel of

distributiondistribution

3. Market Penetration3. Market Penetration

•Mengetahui ketangguhan Mengetahui ketangguhan pasar dalam pemasaran pasar dalam pemasaran produknyaproduknya

•Pendekatannya dg Pendekatannya dg POSITIONING (posisi POSITIONING (posisi persaingan pasar)persaingan pasar)

Alternative Strategies Alternative Strategies by Industry Positionby Industry Position

Market LeadersMarket Leaders Market ChallengersMarket Challengers Market FollowersMarket Followers Market NichersMarket Nichers

Lingkungan Bersaing

Company’s Value Chain

Distributors Suppliers

Customers

Marketing MixMarketing Mix

• A marketing mix includes those controllable factors that have been chosen to satisfy customer needs.

• The eight controllable factors are product, price, place, promotion, packaging, programming, partnership, and people.

MARKETING MIXMARKETING MIX

The 4 P’s of the Marketing MixThe 4 P’s of the Marketing Mix

The Marketing MixThe Marketing Mix