A. PRODUCT MIXalihjenis.agribisnis.ipb.ac.id/uploads/bahan/WEEK_11... · 2016-09-07 · Demand Will...
Transcript of A. PRODUCT MIXalihjenis.agribisnis.ipb.ac.id/uploads/bahan/WEEK_11... · 2016-09-07 · Demand Will...
By. Netti Tinaprilla
A. PRODUCT MIX
Produk adalah sesuatu ygditawarkan ke pasar utkdiperhatikan, dimiliki, digunakan, dan dikonsumsi utk memuaskankebutuhanJasa adalah bentuk produk tidakberwujud yg terdiri ataskegiatan, manfaat, atau kepuasanyg ditawarkan utk dijual
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STRATEGI PRODUK
THE PRODUCT-SERVICE
CONTINUUM
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Produk
murni
Jasa
murni
Produk
dilengkapi
sedikit jasa
Produk
Hybrid
Jasa
dilengkapi
sedikit produk
kosmetik Kosmetik plus
kursus
Salon plus
kosmetikSalon plus
bonus
minuman
salon
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merek
mutu
kemasan
desain
Ciri-ciri
Delivery
& Credit
Instalasi
garansi
After-
Sale
Service
Manfaat inti
Level 2. Produk aktualLevel 1. Produk inti
Level 3. Produk tambahan
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Unsought Products inovasi baru
konsumen tdk berpikir
tentang produk
mensyaratkan iklan dan
personal selling yg kuat
Contoh : asuransi, donor darah
Specialty Products ada upaya khusus utk membeli
harga mahal
karakteristik unik
identifikasi merek
sedikit penjual
Contoh : jam tangan, mobil
Shopping Products pembelian tdk sering
harga lebih tinggi
tempat penjulan lbh sedikit
membandingkan toko
Contoh : baju
Convenience Products pembelian sering dan
tak terencana
harga murah
iklan massal
Byk penjual
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Perlengkapan dan jasa
Bahan baku dan penolong
Barang modal
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Mutu
Ciri-ciri produk
Desain produk
Kemampuan produk dlm
meningkatkan kinerjanya
Membedakan produk
dengan produk pesaing
Proses merancang fungsi
dan gaya produk
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Manfaat
Pemberian Merek
(Brand Equity) Strong Brand
Association
Cerminan Atribut
Nilai dan mutuMenunjukkan konsistensi
Identifikasi
Persepsi kualitasKesadaran nama
Kesetiaan
merek yg kuat
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Line Extension :
Ex: lifebuoy shampoo
dg variasi warna
Multibrands:
Ex: Sari puspa mjd soffel
Brand Extension:
Ex: Lifebuoy sabun tangan,
clinicicare
New Brands
Ex: nugget ayam”so good”
Sosis “so nice”
Bra
nd N
am
e
Existing New
Kategori Produk
Existing
New
1. Packaging atau kemasan yaitukegiatan merancang danmenghasilkan wadah ataupembungkus utk melindungiproduk. Packaging memiliki nilaipromosi shg pemasar perlu utk : merancang koncep, mengembangkan elemen spesificutk mendukung positioning danstrategi pemasaran.
2. Packing atau pengepakan yaitumerancang wadah utk memudahkanpengangkutan.
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Yaitu informasi tercetak
yg tertera pada kemasan
yg fungsinya:
Utk identifikasi produk atau
merek
Menjelaskan hal-hal penting
terkait produk
Alat promosi.
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Step 1. Survei konsumen utk memperoleh ide
Step 2. Menilai biaya after sales service
Step 3. mengembanghkan paket jasa utk
pelayanan konsumen
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Intangibility
Inseparability
Variability
Perishability
Can’t be seen, tasted, felt, heard,
or smelled before purchase.
Can’t be separated from service
providers.
Quality depends on who provides
them and when, where and how.
Can’t be stored for later sale or
use.
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Satisfied and
Loyal
Customers
Greater Service
Value
Healthy
Service Profits
and Growth
Satisfied and
Productive Service
Employees
Internal
Service Quality
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Decide Which Products & Services to Introduce
Decide How Much to Standardize or Adapt
Packaging Presents New Challenges
Service Marketers Face Special Challenges
Trend Toward Global Service Companies Will Continue
Harga adalah jumlah nilai dari pertukaran
is the sum of all the values that consumers
exchange for the benefits of having or using the
product or service.
Price has been the major factor affecting buyer
choice; nonprice factors have become
increasingly important in buyer-choice behavior.
Price is the only element in the marketing mix
that produces revenues; all others represent
costs.
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B. STRATEGI HARGA
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Internal Factors
Marketing Objectives
Marketing Mix Strategy
Costs
Organizational
considerations
External Factors
Nature of the market
and demand
Competition
Other environmental
factors (economy,
resellers, government)
Pricing
Decisions
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Marketing
Objectives
SurvivalLow Prices to Cover Variable Costs andSome Fixed Costs to Stay in Business.
Current Profit MaximizationChoose the Price that Produces the
Maximum Current Profit, Etc.
Market Share LeadershipLow as Possible Prices to Become
the Market Share Leader.
Product Quality LeadershipHigh Prices to Cover Higher
Performance Quality and R & D.
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Price
Product Design
Distribution
Promotion
Nonprice
Positions
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Total CostsSum of the Fixed and Variable Costs for a Given
Level of Production
Variable Costs
Costs that do varydirectly with the
level of production.
Raw materials
Fixed Costs(Overhead)
Costs that don’tvary with sales or production levels.
Executive Salaries, Rent
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Cost
per
unit
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3 4SRAC
LRAC
Quantity Produced per Day
1,0
00
2,0
00
3,0
00
4,0
00
Cost Per Unit at Different Levels of Production Per Period
As a firm gains experience in production, it learns how to do it better.
The experience curve (or the learning curve) indicates that average cost drops with accumulated production experience.
Strategy: company should price products low; sales increases; costs continue to decrease; and then lower prices further.
Risks are present with this strategy.
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Market andDemand
Competitors’ Costs, Prices, and Offers
Other External FactorsEconomic Conditions
Reseller NeedsGovernment Actions
Social Concerns
Competitor Costs
This ad by LCI International accuses its competitors of using
unfair practices in pricing, hiding fees incurred by rounding up.
Hidden fees, defined as“cramming” by the
FCC, are the number
one source of billingcomplaints among
long-distance
customers.
Why is LCI focusing on
this practice?
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Pure CompetitionMany Buyers and Sellers
Who Have Little
Effect on the Price
Monopolistic
CompetitionMany Buyers and Sellers
Who Trade Over a
Range of Prices
Pricing in Different Types of Markets
Oligopolistic
CompetitionFew Sellers Who Are
Sensitive to Each Other’s
Pricing/ Marketing
Strategies
Pure MonopolySingle Seller
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A Demand Curve is a Curve that Shows the
Number of Units the Market Will Buy in a Given
Time Period at Different Prices that Might be
Charged.
Price Elasticity Refers to How Responsive
Demand Will be to a Change in Price.Price Elasticity of Demand = % Change in Quantity Demanded
% Change in Price
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Pri
ce
Quantity Demanded per Period
A. Inelastic Demand -Demand Hardly Changes Witha Small Change in Price.
P2
P1
Q1Q2
Pri
ce
Quantity Demanded per Period
P’2
P’1
Q1Q2
B. Elastic Demand -Demand Changes Greatly Witha Small Change in Price.
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Certainty About
Costs
Pricing is
Simplified
Price Competition Is
Minimized
UnexpectedSituational
Factors
Attitudes of
Others
Ethical
Ignores
Current
Demand &
Competition
Cost-Plus
Pricing is an
Approach That
Adds a
Standard
Markup to the
Cost of the
Product.
Simplest
Pricing
Method
Much Fairer to Buyers &
Sellers
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2
4
6
8
10
12
200 400 600 800 1,000
Total Revenue
Total Cost
Fixed Cost
Target Profit($2 million)
Sales Volume in Units (thousands)Cost
in D
ollars
(m
illions)
Tries to Determine the Price at Which a Firm Will Break Even or Make a Certain Target Profit.
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Setting Prices
Sealed-Bid
Company Sets Prices Based on
What They Think Competitors
Will Charge.
Going-Rate
Company Sets Prices Based on What
Competitors Are Charging.
?
?
Market Skimming
Setting a High Price for
a New Product to
“Skim” Maximum
Revenues from the
Target Market.
Results in Fewer, But More Profitable Sales.
Use Under These
Conditions: Product’s Quality and Image
Must Support Its Higher
Price.
Costs Can’t be so High that
They Cancel the Advantage
of Charging More.
Competitors Shouldn’t be
Able to Enter Market Easily
and Undercut the High Price.
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Use Under These Conditions: Market Must be Highly Price-
Sensitive so a Low Price Produces More Market Growth.
Production/ Distribution Costs Must Fall as Sales Volume Increases.
Must Keep Out Competition & Maintain Its Low Price Position or Benefits May Only be Temporary.
Market Penetration
Setting a Low Price for a
New Product in Order to
“Penetrate” the Market
Quickly and Deeply.
Attract a Large Number of
Buyers and Win a Larger
Market Share.
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Involves setting price
steps between various
products in a product
line based on:
Cost differences between
products,
Customer evaluations of
different features, and
competitors’ prices.
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Optional-Product
Pricing optional or
accessory products sold
with the main product.
i.e camera bag.
Captive-Product
Pricing products that
must be used with the
main product. i.e. film.
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By-Product
Pricing low-value by-products to get rid of them and make the main product’s price more competitive.
i.e. sawdust, Zoo Doo
Product-Bundling Combining
several products and offering the bundle at a reduced price.
i.e. theater season tickets.
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Cash Discount Seasonal Discount
Quantity Discount Trade-In Allowance
Functional Discount Promotional Allowance
Adjusting Basic Price to Reward Customers
For Certain Responses
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Customer - Segment Location Pricing
Product - Form Time Pricing
Selling Products At Different Prices Even
Though There is No Difference in Cost
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Considers the psychology of
prices and not simply the
economics.
Customers use price less
when they can judge quality
of a product.
Price becomes an important
quality signal when
customers can’t judge
quality; price is used to say
something about a product.
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Buyer reaction to pricing .
When Gibson lowered its prices, sales fell. Why?
What is it about a guitar that would
cause this to happen?
What other products
share these qualities?
•Computers?
•Cars?
•What else?
Click or press spacebar to return.
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Special-Event Pricing
Cash Rebates
Low-Interest Financing
Longer Warranties
Free Merchandise
Discounts
Loss Leaders Temporarily Pricing
Products Below List
Price to Increase
Short-Term Sales
Through:
This Sprint ad offers f ree long distance on Fridays.
Why can Sprint afford t o offer this promotion on Fridays rat her than on another day (like Monday)?
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• Adjusting Prices to Account for the Geographical Locationof Customers.
• i.e. FOB-Origin, Uniform-Delivery, Zone Pricing, BasingPoint, & Freight-Absorption.
• Adjusting Prices forInternational Markets.
• Price Depends on Costs, Consumers, EconomicConditions, CompetitiveSituations & Other Factors.
Geographical Pricing
International Pricing
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Why?
Excess Capacity
Falling Market Share
Dominate Market Through
Lower Costs
Why?
Cost Inflation
Overdemand: Company Can’t
Supply All Customer’s Needs
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Being Replaced by Newer Models
Current Models Are Not Selling Well
Company is in Financial Trouble
Quality Has Been Reduced
Price Comes Down Further
Price Cuts Are Seen by Buyers As:
Number of Firms is Small
Product is Uniform
Buyers are Well Informed
Competitors Reactions When:
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A set of interdependent organizations
(intermediaries) involved in the process of
making a product or service available for use or
consumption by the consumer or business user.
Marketing Channel decisions are among the most
important decisions that management faces and
will directly affect every other marketing
decision.
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Contact
MatchingNegotiation
Physical
Distribution
Financing
InformationRisk Taking
Promotion
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M W J R C
M W R C
M R C
M C
Channel 1
Channel 2
Channel 3
Channel 4
Channel Level - Each Layer of Marketing Intermediaries that Perform Some Work in Bringing the Product and its Ownership Closer to the Final Buyer.
Direct Channel
Indirect Channel
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Vertical
Marketing
System
Manufacturer
Retailer
Whole
sale
r
Conventional
Marketing
Channel
Manufacturer
Wholesaler
Retailer
ConsumerConsumer
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Analyzing Consumer Service Needs
Setting Channel Objectives & Constraints
ExclusiveDistribution
SelectiveDistribution
IntensiveDistribution
Identifying Major Alternatives
Evaluating the Major Alternatives
Designing International Distribution Channels
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Includes all
the activities Involved
in Selling Goods or
Services Directly to
Final Consumers for
Their Personal,
Nonbusiness Use.
Retailing can be done in stores (store retailing) or out of a store (nonstoreretailing) such as:
Direct mail,
Catalogs,
Telephone,
Home shopping shows,
Internet.
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Specialty Stores
Department Stores
Supermarkets
Convenience Stores
Superstores
Discount Stores
Narrow Product Line, Deep Assortment i.e. The Limited or Athlete’s Foot
Wide Variety of Product Lines i.e. Clothing, Home Furnishings, Saks Fifth Avenue
Wide Variety of Food, Laundry, & Household Products i.e. Kroger
Limited Line of High-Turnover Convenience Goods i.e. 7-Eleven
Large Assortment of Routinely Purchased Food & Nonfood Products i.e. Toys R Us
Standard Merchandise at Lower Pricesi.e. Wal-Mart
Off-Price RetailersChanging Collection of Higher-Quality
Goods at a Reduced Price i.e. T.J. Maxx
Warehouse ClubsLimited Selection of Brand-Name Grocery
Items, Appliances, Etc. i.e. Sam’s Club
Store Description
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Low Prices and Offer Lower-Quality Goods
and Customer Service
Discount
Stores
“Off-Priced”
Retailers
Catalog
Showrooms
Higher Prices and Offer Higher-Quality Goods
and Customer Service
Regular Prices and Offer Normal-Quality Goods
and Customer Service
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Voluntary
ChainFranchise
Organizations
Retailer
Cooperatives
Merchandising
Conglomerates
Corporate
Chain
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New Retail Forms and Shortening Retail Lifecycle
Growth of Nonstore Retailing
Increasing Intertype Competition
Growing Importance of Retail Technology
Global Expansion of Major Retailers
Retail Stores as “Communities” or “Hangouts”
Rise of Megaretailer
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1 = Discount2 = Superstore3 = Warehouse Club4 = Combination Store
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1
1
2
3
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1
High MarginHigh PriceHigh Status
Low MarginLow PriceLow Status
All the activities involved in selling goods and
services to those buying for resale or business
use.
Wholesaler - those firms engaged primarily in
wholesaling activity.
Wholesalers buy mostly from producers and
sell mostly to:
Retailers,
Industrial consumers, and
Other wholesalers.
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WholesalerFunctions
Management
Services & AdviceSelling and
Promoting
Market
Information
Buying and
Assortment Building
Risk Bearing Bulk Breaking
Transportation
Financing Warehousing
Wholesalers are Often Better at Performing One or More of the Following Channel Functions:
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Merchant WholesalerIndependently Owned
Business that Takes Title to the Merchandise it Handles.
Brokers/ AgentsThey Don’t Take Title to
the Goods, and TheyPerform Only a Few
Functions.
Manufacturers’ Sales Branches and OfficesWholesaling by Sellers or
Buyers Themselves Rather Than Through
Independent Wholesalers.
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Consolidation within the Industry is Reducing # of Wholsalers
Distinction Between Large Retailers and Wholesalers Blurs
Wholesalers Will Continue to Increase the Services Provided
Wholesalers Are Beginning to Go Global
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Informative Advertising
Comparison Advertising
Compares One Brand to
Another
Persuasive Advertising
Reminder Advertising
Keeps Consumers Thinking
About a Product
Advertising Objective
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Affordable
Based on Determining
Objectives & Tasks
Percentage of Sales
Competitive-Parity
Based on the Competitor’s
Promotion Budget
After Determining Its Advertising Objectives, the
Marketer Must Set the Advertising Budget for
Each Product and Market.
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Step 1. Decide on Reach, Frequency, and Impact
Step 2. Choosing Among Major Media Types
Step 3. Selecting Specific Media Vehicles
Step 4. Deciding on Media Timing
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Adaptation of Global Advertising
Advertising Media Differ Considerably in Availability and Cost
Regulation in Advertising Practices
Comparison Ads Not Acceptable in All Countries
Programs Must be Matched to Local Cultures and Customs
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Sales Promotion is a Mass
Communication Technique That
Offers Short-Term Incentives to
Encourage Purchase or Sales of a
Product or Service.
Offers Reasons to Buy Now.
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Sample
Coupons
Cash Refunds
Price Packs
Premiums
Advertising Specialties
Trial amount of a product
Savings when purchasing specified products
Refund of part of the purchase price
Reduced prices marked on the label or package
Goods offered free or low cost as an incentive to buy a product
Articles imprinted with an advertiser’s name given as gifts
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Patronage Rewards
Point-of-Purchase
Contests
Sweepstakes
Game
Cash or other rewards for the use of a certain product
Displays and demonstrations that take place at the point of sale
Consumers submit an entry to be judged
Consumers submit their names for a drawing
Presents consumers with something every time they buy
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Public Relations Involves Building Good
Relations With the Company’s Various
Publics by Obtaining Favorable
Publicity, Building Up a Good
Corporate Image, and Handling or
Heading Off Unfavorable Rumors,
Stories, and Events.
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Press Relations or Agentry
Product Publicity
Public Affairs
Lobbying
Investor Relations
Development
Public Relations
Departments May
Perform Any of All of the
Following Functions:
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Involves Two-Way, Personal Communication Between Salespeople and Individual Customers Whether:face to face,
by telephone,
through video conferencing,
or by other means.
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Relationship Marketing is the
Process of Creating, Maintaining,
and Enhancing Strong, Value-
Laden Relationships With
Customers and Other
Stakeholders.