ManajManajemen Pemasaran Pertemuan emen Pemasaran Pertemuan 1

8/19/2019 ManajManajemen Pemasaran Pertemuan emen Pemasaran Pertemuan 1

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MANAJEMEN PEMASARAN

OLEH :

EMAN SULAIMAN,ST, MM

3 SKS

STIE CIREBON

2014


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KONTRAK BELAJAR

14 KALI PERTEMUAN

PENILAIAN :

KEHADIRAN 25%

UTS 15%

TUGAS/DISKUSI 15%

UAS 45%


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Ma!"# P!"$a'a( )1*

BAGIAN 1 : MEMAHAMI MANAJEMENPEMASARAN

+ M!(!-(#.#$a( P!a.a"a( Aa 21

+ P!(.(a( R!(a(a a( S"a!#.P!a.a"a(

BAGIAN 2 : MENANGKAP PENCERAHANPEMASARAN

+ M!(&a$( I(6"a.# a( !(a"#!&a( # ($(a( P!a.a"a(

+M!&a$$a( R#.! P!a.a"a( a( !"aa&P!"#(aa(


4/33

Ma!"# P!"$a'a( )2*

BAGIAN 3 : BERHUBUNGAN DENGANPELANGGAN

+ M!(#a$a( N#&a#,K!a.a(, a( K!.!#aa(P!&a(a(

+ M!(a(a.#. Pa.a" K6(.!(+ M!(a(a.#. Pa.a" B#.(#.+ M!(#!(#-$a.# S!!( a( Sa.a"a( Pa.a"

BAGIAN 4 : MEMBANGUN MERK 7ANG KUAT+ M!(#a$a( E$#a. M!"!$+ M!(a" P!(!aa( P6.#.# M!"!$

+ M!(a'aa# P!".a#(a(


5/33

TujuanK!aa( a( D#!&a8a"# )1+3*

19 M!(!-(#.#$a( !a.a"a( a( !a $!"a($a&a($a' "6.!. !a.a"a(

29 M!(8!&a.$a( !(#((a !a'a# !&a(a( a(a.a", a( !(#!(#-$a.#$a( a $6(.! #(# a.a"

39 M!(#!(#-$a.#$a( !&!!( $(# a"# ."a!#

!a.a"a( a( #!"a$$a( !&a(a( a(!(#.$.#$a( 6"#!(a.# a(a8!!( !a.a"a( a(!a( ."a!# !a.a"a(

BAGIAN 1 : MEMAHAMI MANAJEMEN PEMASARAN


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49 M!(#.$.#$a( a(a8!!( '(a(!&a(a( a( !(#!(#-$a.#$a( ."a!#

!(#aa( (#&a# bagi !&a(a( a(!(a($a (#&a# dari !&a(a( .!aa##a&a(

59 M!(!.$"#.#$a( "!( a( $!$aa( aaa( !(a' "a( ($ !a.a"a(a&a !"a '(a( .aa #(#

TujuanK!aa( a( D#!&a8a"# )1+3*


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Ba I

M!(!-(#.#$a(P!a.a"a( ($Aa $!+21


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L#($ P!a.a"a(

Defnisi Pemasaran

Sa (.# 6"a(#.a.# a( .!!"a($a"6.!. ($ !(#a$a(,!($6(#$a.#$a(, a( !(!"a'$a((#&a# $!aa !&a(a( a( !(!&6&a!&a(a( !(a( a"a !((($a(6"a(#.a.# a( a"a !#$ .a'a(a(American Marketing Association,2004)

P!a.a"a( aa&a' "6.!. # a(a!".a'aa( !(#a$a( (#&a# a#!&a(a( a( !a(( '(a(!&a(a( a( $a ($ !(a($a$!a (#&a# a"# !&a(a(


9/33


10/33

Aa 7a( #a.a"$a(;

BarangBarang

JasaJasa

Acara Khusus dan PengalamanAcara Khusus dan Pengalaman

OrangOrang

Tempat dan PropertiTempat dan Properti

OrganisasiOrganisasi

InformasiInformasi

Ideas/GagasanIdeas/Gagasan


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TUGAS MANAJEMENPEMASARAN

MEMPENGARUHI TINGKAT,KETETAPAN DAN KOMPOSISI

PERMINTAAN SEBAGAI CARAUNTUK MEMBANTU PENCAPAIAN

TUJUAN+TUJUAN ORGANISASI


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PROSES (MANAJEMEN)

PEMASARAN

ANAL7SIS PERENCANAAN IMPLEMENTASI PENGENDALIAN

ANALISIS

PELUANGPEMASARAN

PENELITIANPEMILIHANPASARSASARAN

PERENCANAAN

STRATEGIPEMASARAN

PERENCANAAN

PROGRAMPEMASARAN

E


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STRATEGI PEMASARAN

TERDIRI DARI PINSIP+PRINSIP 7ANGMEN7ELURUH DIMANA MANAJEMENPEMASARAN DAN BISNISN7A DI SUATU

PASAR SASARAN MENCAKUP KEPUTUSAN+KEPUTUSAN DASAR TENTANGPENGELUARAN PEMASARAN, BAURAN

PEMASARAN DAN ALOKASI PEMASARAN


14/33

K6(.! I(# P!a.a"a( )1*

S!"a($a#a( $6(.! #(# a&a !a.a"a(aa&a':

• K!'a(, K!#(#(a(, a( P!"#(aa(

• Pa.a" .a.a"a(, 6.##6(#(, a( .!!(a.#• P!(a=a"a( a( !"!$

• N#&a# a( $!a.a(

• Sa&"a( !a.a"a(

• Ra(a# a.6$a(• P!".a#(a(

• L#($(a( P!a.a"a(


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K!'a(, K!#(#(a(, a(P!"#(aa(

• K!'a( aa&a' .a"a '# a.a"a(.#a

• K!#(#(a( aa&a' $!'a( a(#a"a'$a( $! 6!$ !"!( ($!a.$a( $!'a(

• P!"#(aa( aa&a' $!#(#(a( a(#$( $!aa( ($!aa"


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Pa.a" Sa.a"a(, P6.##6(#( a(S!!(a.#

P!a.a" 8a"a( aa!a.$a( .!a

6"a( a&a .a a.a"9

Ha.#& a( &!#' a#$#!"6&!' #&a !#'

a.a" a( !a"6"a !a.a"a(a( .!.a#


17/33

N#&a# a( K!a.a(

• N#&a# aa&a' $6#(a.# $aa.,!&aa(a(, a( "6$ )>.*

• K!a.a( aa&a' !(#&a#a( $#(!"8a"6$ #a(#($a( !(a(!$.!$a.#


18/33

Sa&"a( a( P!a.a"a(

T#a 8!(#. .a&"a( !a.a"a( :

• Sa&"a( $6(#$a.# : .a&"a( .aa"a' a( .a&"a( a a"a'

• Sa&"a( #."#.# : #."#6" '#(aa!(

• Sa&"a( &aa(a( : !a("a(.a$.#


19/33

L#($(a( P!a.a"a(

• L#($(a( &a. !"#"# a"# !(a$66(!(, a# :

– D!6"a-.

– E$6(6# – #.#$

– T!$(6&6#

– P6#$+H$ – S6.#a& Baa

K(#(a : !!"'a#$a( a( !(!.a#$a(?


20/33

PEMASARAN )2*

NEEDS, @ANTS, DEMAND

PRODUCTSPRODUCTSOERSOERS

SATISIERSSATISIERS

RESOURCESRESOURCES

ALUE, COST,ALUE, COST,SATISACTIONSATISACTION

PERORMANCEPERORMANCE

EPECTATIONEPECTATION

ECHANGE,ECHANGE, TRANSACTION, TRANSACTION,RELATIONSHIPRELATIONSHIP

SEL PRODUCTIONSEL PRODUCTION

COERCIONCOERCION

BEGGINGBEGGING

MARKETS

MARKETING,MARKETERS

PROSPETS


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PERBEDAAN SELLING DANMARKETING

MENEKAN PADA PRODUK

SE!!ING

MARKETING

MENEKAN PADAKEINGINAN PELANGGAN

MULA+MULA PERUSAHAANMEMBUAT PRODUK

KEMUDIAN MENJUALN7A

MULA+MULA PERUSAHAANMENENTUKAN KEINGINAN

PELANGGAN KEMUDIANMEMBUAT DANMEN7ERAHKAN SAMPAIMEMUASKAN


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MANAJEMEN BERORIENTASIPADA OLUME PENJUALAN

SE!!ING

MARKETIN

GMANAJEMENBERORIENTASI PADA LABA

PERENCANAAN

BERORIENTASI JANGKAPENDEK SEBAGAI S7ARATPRODUK DAN PASARSEKARANG

PERENCANAAN

BERORIENTASI JANGKAPANJANG SEBAGAI S7ARATPRODUK BARU, PASAR

7ANG AKAN DATANG DANPERTUMBUHAN MASA

DEPAN

TEKANAN PADAKEBUTUHAN PENJUALAN

TEKANAN PADA KEINGINANPEMBELI


23/33

SE!!ING

MARKETIN

GSa"Sa"

6. M!a(

.E(.

a6"

P"6.

S!&( P"66#(

P"6-. '"6'.a&!.


24/33

!ima Orien"asi Perusa#aan $ePasar )1*

Ma(a8!!( !a.a"a( aa !(a6.#.a&a' .a a"# a 6"#!(a.# a.a"

Konsep produksi !(aa$a( a'=a a.

a(a8!!( aa&a' !(#($a$a( !-.#!(.#"6$.# a( !("($a( 'a"a

Konsep produk !(aa$a( a'=a $6(.!(!($a# "6$ a( !(a=a"$a( $aa.,

$#(!"8a, a( -" #(6


25/33

!ima Orien"asi Perusa#aan $e

Pasar )2*• Konsep penjualan !(aa$a( a'=a $6(.!( #a$ a$a( !! "6$ 6"a(#.a.# $!a 6"a(#.a.#!(aa$a( !(8a&a( a&a .$a&a !.a" a( .a'a"66.#

• Konsep pemasaran !(aa$a( a'=a !(aa#a(8a( 6"a(#.a.# !"a(( aa !(!(a($!'a( a( $!#(#(a( a"! a.a" a(!('a(a"$a( $!a.a( a( ##(#($a( .!a"a&!#' !!$# a( !-.#!( a"#aa !.a#(

• Konsep pemasaran berwawasan sosial !(aa$a(a'=a !('a.#&$a( $!a.a( !&a(a( a($!.!8a'!"aa( .6.#a& 8a($a a(8a( aa&a' $(#($ !(aa# 8a( !".a'aa( a( !!('#

a(( 8a=a(a


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FFKosep Pemasaran holistik #a.a"$a( aa

!(!a(a(, !"a(a(a( a( #&!!(a.# "6"a!a.a"a( a( $!#aa( $!#aa( !a.a"a( a(!(a$# $!&a.a( a( #(!"!!(.# !"!$a

P!a.a"a(

H6.#$

P!a.a"a(a(

!"a((8a=a S6.#a&

P!a.a"a(R!&a.# /

'(a(

P!a.a"a(

T!"a

Ma(a8!!(S!(#6"

D!a"!!(P!a.a"a(

D!a"!!(La#(

K6(#$a.#P"6$ Ja.a Sa&"a(

L#($(a(

E#$a H$

Ma.a"a$a P!&a(a( Sa&"a( M#"a


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P!a.a"a( '6.#$ )1*

P!a.a"a( '(a( )"!&a#6(.'#a"$!#(*

• P!(!$a(a( aa '(a( a(

&aa a( a&a, a(a"a : – P!&a(a(

– P!a=a#

– M#"a !a.a"a( – Ma.a"a$a -(a(.#a&

• Ha.#& a$'#" : 8a"#(a( !a.a"a(


28/33

P!a.a"a( H6.#$ )2*

P!a.a"a( !"#(!"a.# aa&a' !"!(a(aa( a$#


29/33

P!a.a"a( H6.#$ )3*

P!a.a"a( I(!"(a& : .!#a 6"a( a&a6"a(#.a.# !(a# "#(.#!a.a"a( a( !a

Da #($a !a.a"a( #(!"(a& : T#($a .a : !"aa# (.# !a.a"a(

'a". !$!"8a .aa

T#($a a : !a"!!( &a#( 'a".

!(!"a$a( !a.a"a(PEMASARAN BUKANLAH DEPARTEMEN,

MELAINKAN ORIENTASI PERUSAHAAN?


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P!a.a"a( H6.#$ )4*

Aa .a8a a( !"a.$ a&a!a.a"a( $#(!"8a;

• A$(a#a. #(a(.#a&

• P!a.a"a( Ta(( Ja=a S6.#a&

Ta(( 8a=a .6.#a& !(8a# a&a

#!"!(.#a.# aa .aa a"a(!(8a# $66#a. a( $!.aa"a($6(.!( !(#($a


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Ta. Ma(a8!!(P!a.a"a(

• M!(!a($a( ."a!# a( "!(a(a!a.a"a(

• M!(a($a !a'aa( !a.a"a(

• B!"'(a( !(a( !&a(a(• M!a(( !"!$ a( $a

• M!!($ !(a=a"a( a.a"

• M!('a(a"$a( (#&a#

• M!($6(#$a.#$a( (#&a#

• M!(#a$a( !"'a( 8a($a a(8a(


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Ra($a( : M!a'a# Ma(a8!!( P!a.a"a( )1*

19 Da"# . a(a( a(a!"#a&, !a.a"a( aa&a' "6.!.!"!(a(aa( a( !&a$.a(aa( $6(.!.#, !(!aa( 'a"a,"66.#, a( #."#.# aa.a(, a"a( a( 8a.a ($!(#a$a( !"$a"a( a( !a.$a( 8a( #(#


33/33

Ra($a( : M!a'a# Ma(a8!!( P!a.a"a( )2*

39 D!=a.a #(# #.(#. !('aa# .!8&a' a(a(a( a( !&a(, !"a.$ &6a.a.#,!!$ a"# $!a8a( !$(6&6#, a( !"!&a.#9 M!"!$a .a' !(a(a#(a !(a(a"a !(a' a"a !"!$a !&a$$a( !a.a"a( a"a a( (a!(a&9

49 Aa 5 $6(.! a( !".a#( #a(a 6"a(#.a.# aa !#' ($ !&a$$a( #.(#.!"!$a : $6(.! "6$.#, $6(.! "6$, $6(.! !(8a&a(, $6(.! !a.a"a(,$6(.! '6.#$9 3 'a& !"aa #(a$a( !"aa. !=a.a #(#9

59 K6(.! !a.a"a( '6.#$ #a.a"$a( aa !(!a(a(, !"a(a(a(, a(#&!!(a.# "6"a, "6.!. a( $!#aa( !a.a"a(9 P!a.a"a( '6.#$ aa&a'!a.a"a( "!&a.#, !"a, #(!"(a&, a( a((8a=a .6.#a&9

9 Ma(a8!!( !a.a"a( !&a' !(a&a# !"!.!"a( a&a a'( !&a$a(a( #(#$!#$a !".a'aa( !(a"# $!(&a( !a.a"a(9

DISK%SI&'((((

ManajManajemen Pemasaran Pertemuan emen Pemasaran Pertemuan 1

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