Pemasaran Ch 4
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Transcript of Pemasaran Ch 4
8/8/2019 Pemasaran Ch 4
http://slidepdf.com/reader/full/pemasaran-ch-4 1/23
Marketing Management
Chapter 4:Promotion Mix
Lecturer:
Bambang Leo Handoko, S.E., M.M.
8/8/2019 Pemasaran Ch 4
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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
8/8/2019 Pemasaran Ch 4
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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
8/8/2019 Pemasaran Ch 4
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Advertising Function
a. Marketing function
b. Communication function
c. Economic functiond. Social function
8/8/2019 Pemasaran Ch 4
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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.
8/8/2019 Pemasaran Ch 4
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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
8/8/2019 Pemasaran Ch 4
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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
8/8/2019 Pemasaran Ch 4
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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
8/8/2019 Pemasaran Ch 4
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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).
8/8/2019 Pemasaran Ch 4
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Multilevel marketing companies mostly use personal
selling to sell and extend their market area
Build network via down lines
8/8/2019 Pemasaran Ch 4
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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.
8/8/2019 Pemasaran Ch 4
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Public relation¶s activity
8/8/2019 Pemasaran Ch 4
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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.
8/8/2019 Pemasaran Ch 4
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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.