Manajemen Pemasaran Jasa

Tujuan Perusahaan

Profit

Pangsa Pasar Spesifik

Mempertahankan Eksistensi

Tingkat Penjualan

Tingkat Pertumbuhan

Pelayanan Sosial, dsb

PencapaianTujuan Organisasi

Produsen

Kompetensi & KapasitasProduktif

Produk Konsumen

PemenuhanKebutuhan dan

Keinginan

Daya Beli danKesediaan untuk

Membeli

Penciptaan Kepuasan Pelanggan

Penawaran

Permintaan

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.

12-5

PenawaranEkonomik

Komoditas Barang Jasa Pengalaman Transformasi

Perekonomi-an

Agraris Industri Jasa Pengalaman Transformasi

FungsiEkonomi

Extract Make Deliver Stage Guide

KarakteristikPenawaran

Fungible Tangible Intangible Memorable Effectual

Atribut Kunci Natural Baku Custumized Personal Individual

MetodePenawaran

Disimpandlm Jlh Besar

Disimpan stlhproduksi

Diberikansesuaipermintaan

Dirasakanselama durasitertentu

Dipertahankankontinyusepanjangwaktu

Penjual Trader Manufacturer Provider Stager Elicitor

Pembeli Market Customer Client Guest Aspirant

Faktor yang dicari

Karakteristik Fitur Manfaat Sensasi Sifat (Traits)

13-7

13-8

Any act of performance that oneparty can offer another that is

essentially intangible and does notresult in the ownership of anything;

its production may or may notbe tied to a physical product.

13-9

GovernmentPrivate

nonprofit

Manufacturing

Business Retail

10

People ProcessingPossession

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?

13-11

Pure tangible good

Good w/ accompanying services

Hybrid

Service w/ accompanying goods

Pure service

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

13-14

Intangibility

Inseparability

Variability

Perishability

15

The Service Product

16

DistributionPrice

Marketing Positioning (Weighted toward evidence) Source: Shostack

KEYTangible elementsIntangible elements

Service frequency

Vehicle

Transport

Pre- and post-flight

serviceFood and drink

In-flight service

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

18

Core

Information

Consultation

Order-Taking

Hospitality

Payment

Billing

Exceptions

SafekeepingFacilitating

Enhancing

KEY:

19

Core

Customers often requireinformation about how toobtain and use a product orservice. They may alsoneed reminders anddocumentation

20

Many goods and services must be ordered or reservedin advance. Customers need to know what is available andmay want to secure commitment to delivery

Core

21

“How much do I owe you?”Customers deserve clear, accurate and intelligiblebills and statements

Core

22

Customers may pay faster and more cheerfully if youmake transactions simpleand convenient for them

Core

23

Value can be added to goods and services byoffering advice andconsultation that aretailored to each customer’sneeds and situation

Core

24

Customers who invest time and effort in visiting abusiness and using itsservices deserve to betreated as welcome guests (after all, marketing invitedthem there!)

Core

25

Customers prefer not toworry about looking afterthe personal possessions that they bring with themto a service site; they also expect firms to help care for the goods that they purchase or rent.

Core

26

Customers appreciate some flexibility in a businesswhen they make special requests. They expect itwhen not everything goesaccording to plan

Core

27

Home

DeliveryOrder food,

give address

Driver rings

doorbell

Pay driver,

take food EatTelephone

Restaurant

Drive-InRestaurant(Take Out)

See sign Order via

microphone

Get meal at

pickup, pay

Drive away,

eat in car

Stop car at

order point

Fast-FoodRestaurant

(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 ispreparedand served

EatStaff cleans

up; pay

Unsur Fisik – Facilitating goods & Support goods, misalnya: menu makanan di restoran, film di bioskop

Manfaat Sensual (Sensual Benefits) – Manfaatyang berkaitan dng panca indera, misalnyaaroma dan rasa makan di restoran

Manfaat psikologis – tidak dapat didefinisikandengan jelas, sifatnya subyektif

Core Product

Tangible

AugmentedTime Critical Transport

Safety Record

Menu Hidangan

Alokasi Tempat Duduk

Schedule

Priority baggage

Paket liburan

Tur

Substantive Service atau Service Concept

Essential bagi konsumen

Bentuk bisa barang/jasa

Memerlukan Common View atau Perceptual Congruence

Kombinasi produk yang bersifat nyata dantidak nyata

Semakin intangible produk yang ditawarkan, maka semakin besar bukti fisik yang dibutuhkan

Manajemen bukti fisik penting dalampemasaran jasa

Ada kondisi dimana jasa sekundder tidakdisediakan oleh penyedia jasa, melainkanoleh pelanggan itu sendiri

Contoh? Fitur Styling Kemasan Merek Bukti Fisik Penyampaian Jasa Proses SDM Kualitas

Pakaian Permata Mebel Rumah Mobil Hidangan Restoran Paket Liburan Potong Rambut Child Care Reparasi TV Jasa Hukum Terusan/Kanal Repasarasi Mobil Diagnosis Medis

DOMINANBERUPA BARANG

DOMINAN BERUPA JASA

Credence QualitySangat Penting

Experience QualitySangat Penting

Search QualitySangat Penting

Evaluasi Konsumen terhadap Jasa

Mudah dievaluasi

Sukar Dievaluasi

9-35

9-36

A name, term, sign, symbolor design, or a combination of them,

intended to identify the goodsor services of one seller or group

of sellers and to differentiatethem from those of competitors.

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

9-38

Identify the maker

Simplify product handling

Organize accounting

Offer legal protection

9-39

Signify quality

Create barriers to entry

Serve as a competitive advantage

Secure price premium

9-40

Endowing products and serviceswith the power of a brand.

Attribute Brand --- Ford Mobil Amerika Aspirational Brand --- Rolex Experience Brand --- Nike – Just do it

Presented Brand Perusahaan

Brand Awareness

KomunikasiMerek Eksternal

PengalamanPelanggan

Brand Equity

Brand Meaning

9-43

The differential effect that brandknowledge has on consumer

response to the marketing of that brand.

9-44

Knowledge

Thoughts

Experiences

Beliefs Images

Feelings

9-45

Strong

Unique

Favorable

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

9-47

9-48

The marketer’s vision of whatthe brand must be and do for

Consumers.

9-49

9-50

Brand Asset Valuator Aaker Model BRANDZ

Brand Resonance

9-51

Differen

tiation

Relevan

ce

Esteem

Kn

ow

ledg

e

Brand Equity

9-52

9-53

Brand-as-product

Brand-as-person Brand-as-symbol

Brand-as-organization

9-54

Brandloyalty

Brandassociations

Perceivedquality

Brandawareness

Proprietaryassets

9-55

Presence

Relevance

Performance

Advantage

Bonding

9-56

9-57

Brand Elements

Marketing Activities

Meaning Transference

9-58

ElementsSlogans

Brandnames URLs

Logos

SymbolsCharacters

9-59

9-60

Memorable Meaningful Likeability

Transferable Adaptable Protectible

9-61

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

9-63

Brand Audits

Brand Tracking

Brand Valuation

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

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%)

9-66

Brand Reinforcement

Brand Revitalization

Brand Crises

9-67

9-68

Develop new brand elements

Apply existing brand elements

Use a combination of old and new

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

9-70

Individual names

Blanket family names

Separate family names

Corporate name-individual name combo

9-71

9-72

Flankers

Low-endEntry-level

High-endPrestige

Cash Cows

Matriks Ansoff:

Penetrasi PasarPengembangan

Pasar

PengembanganJasa

Diversifikasi

Pasar (Konsumen)

Jasa

Bar

uS

aat

Ini

Saat Ini Baru

Time

ProductDevelop-

ment

Introduction

Profits

Sales

Growth Maturity Decline

Losses/Investments ($)

Sales andProfits ($)

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

Early MarketThe

ChasmBowling

Alley

Tornado

Main Street

End of Life

Pada tahap mature Memanfaatkan kapasitas kosong Menyeimbangkan portofolio Retensi Pelanggan Adanya Peluang

Style Changes Service Improvements Service line Extentions New Service Major Innovations

Awareness Interest Evaluation Trial Adoption

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