Pemasaran Ch 4

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Marketing Management Chapter 4: Promotion Mix Lecturer: Bamban g Leo Handoko, S.E., M.M.

Transcript of Pemasaran Ch 4

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Marketing Management

Chapter 4:Promotion Mix

Lecturer:

Bambang Leo Handoko, S.E., M.M.

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Pengertian Promosi

Definition of promotion (Kotler):

Upaya yang dilakukan oleh perusahaan/pemasar untuk mempengaruhi pihak lain agar turut berpartisipasi dalam perubahan yang mereka

lakukan.

Media of Promotion:

1. Advertising 5. World of mouth

2. Personal Selling 6. Direct marketing

3. Sales promotion

4. Public Relation

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Advertising Definition

All forms of information preservation and

communication that held by sponsors to

offer ideas, goods, and services.

Advertising be made all thus able for being

interested, gain a lot of attention, easily

remembered with the purpose to influenced people for buying the goods or services

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Advertising Function

a. Marketing function

 b. Communication function

c. Economic functiond. Social function

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Marketing function

Target market

Marketing media that being used:

- product

- product price

- place/location to sell the product

Marketing communication

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Communication function

Advertising is a form of mass

communication that deliver various kinds of 

market information to connected the

suppliers and customers.

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Social function

Informed to the people/societies about our new

 product

To help the people to compare the product, one to

another with their details Information services

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Advertising message

Budgeting vs. creativity

Effectiveness of concept and strategy

Similar with the advertised product(synchronization between the actual product

and the advertising)

The main factors in advertising

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a. Selections and evaluation of the message

Appealed of advertising:

1. A message that has a clear meaning,

which indicated the utilities of the

 product.

2. Should be difference in appearance

3. Can grow/increase the customer believers

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 b. Ways to deliver the message

Interesting deliverer of the message

Interesting style to deliver the message:

1. As an avoidable part of life

2. As a Lifestyle

3. Various situation and illustration

4. Musical5. Proved of science

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Case Indomie jingle competition

Indomie the market leader of instant noodle in

Indonesia, invites the consumer to

 participate in the creation of the product¶s

 jingle.

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c. Advertising Media

Printed Media

- News paper 

- Magazines

- List of address/phone number (yellow pages)

Electronic Media

- radio

- television

- hand phone//multimedia

- internet site

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Personal Selling

On Personal selling can be mentioned that the

company paying more attention to their 

consumer personally. Because, seller could

directly adjust the bargaining of sales with theneeds, wants, behavior of each target market

(pre-buyers).

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Multilevel marketing companies mostly use personal

selling to sell and extend their market area

Build network via down lines

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Sales Promotion

Sales promotion is all activities that means to increasethe flow of goods and services from the producer thanto intermediaries and the end users, at last.

S ales promotion can be implemented to:Customer, such as: free offer, sample, demonstration,coupon, cash back, and guarantee

Intermediaries, examples: free goods as a gift,

discount for distributor, award as the best distributor Sales force, in form of: percentage bonus from the salesquantities, award, prize for sales force of themonth/year.

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Gratis piring, undian berhadiah

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Public relation

 Public relation is marketing activity, where

the company related or making relationship

not only with the customer, supplier, and

intermediaries, but also with the larger  public entities like: the government,

societies, food & beverages license, and the

others.

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Public relation¶s activity

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Word of mouth

The customers those feel satisfied after receivingour goods and services/ consumed the product.Will recommended the product to their relatives,friends, and the others to buy the same product astheirs.

This world of mouth was the cheapest way of advertising, whereas the company gets the newrecommended customer without paying moreexpenses.

The key is how to manage customer satisfactionthat becomes the most important thing in thisstrategy.

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Word of mouth

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Quiz In a group students will answer the

questions according to the movie clips that

contains commercial break from severalcompanies.

Define the various ways to deliver the

message based on the slide presentationchapter 4: promotion mix.