Manajemen Pemasaran Global

Chapter 1

Semester Genap 2015-2016

Irma M. Nawangwulan

© 2005 Prentice Hall 1-2

Introduction

• What is Global Marketing?

• How is it different from regular marketing?

Nature of Marketing

Create value by allowing individuals and organizations to obtain what they need and want

Other functional areas of the business (operations, finance, and all areas of management) must be coordinated with marketing decisions

Marketing

• A group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas

Sumber: Ferrel, 2011

Pemasaran: Serangkaian kegiatan yang melibatkan seluruh strategi bauran pemasaran (creating, distributing, pricing, promoting) untuk meningkatkan nilai barang/jasa yang pada akhirnya memberi kepuasan para stake holder (pelanggan, pegawai, pemilik modal)

Konsep Pemasaran

• Produk 1950 • Orientasi Pelanggan

• Pengembangan Bauran Pemasaran: 4 P

1960 • Memusatkan pada pelanggan dalam konteks lingkungan eksternal

yang lebih luas (persaingan, kebijakan & peraturan pemerintah)

• Memusatkan perhatian pada nilai-nilai dari para pihak yang berkepentingan (pegawai, pelanggan, pemegang saham, masyarakat)

1990

Nilai Penting

Bauran Pemasaran:

1. Product (barang)

2. Price (harga)

3. Promotion (promosi)

4. Place (distribusi)

Prinsip Pemasaran:

1. Nilai Pelanggan & Persamaan Nilai

2. Keunggulan Kompetitif & Diferensiasi

3. Fokus

Tiga Prinsip Dalam Pemasaran

Nilai Pelanggan (Costumer Value)

Perbedaan (Differentiation)

Pemusatan (Focus)

Unsur Kunci Pemasaran 1. Nilai Pelanggan (Customer Value)

• Tujuan : menciptakan nilai pelanggan yang lebih besar dibanding nilai yang diciptakan oleh pesaing

• Strategi : a. menambah atau memperbaiki produk dan / layanan yang

bermanfaat b. mengurangi harga c. menggabungkan dua elemen diatas

Nilai Konsumen

V = Nilai

B = Manfaat yang diharapkan – biaya yang diharapkan

P = harga

V = B / P

Unsur Kunci Pemasaran Lanjutan 2. Pembedaan (Differentiation)

• Tujuan : menciptakan keunggulan bersaing melalui pembedaan (differentiation)

• Keunggulan dapat berada di setiap elemen yang ditawarkan perusahaan

• Satu cara untuk menembus suatu pasar nasional baru dengan menawarkan suatu produk unggul pada suatu harga yang lebih murah

3. Pemusatan (Focus)

Tujuan : konsentrasi pada sumber daya & perhatian

Kebutuhan untuk menciptakan nilai pelanggan pada keunggulan yang kompetitif

Suatu cara bertahan untuk perusahaan kecil dan menengah untuk mencapai posisi yang dominan dalam pasar dunia

Suatu pemusatan yang jelas pada apa yang konsumen butuhkan & inginkan

© 2005 Prentice Hall 1-10

Marketing vs Global Marketing

• Marketing – Process of planning and

executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals

• Global Marketing – Focuses resources on

global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organization’s home country

Keegan and Green, Chapter 1 11

7

The International Marketing Task

Political/legal forces

Economic forces

1

2

Environmental uncontrollables country market A

Environmental uncontrollables country market B

Environmental uncontrollables country market C

Competitive structure Competitive

Forces

Level of Technology

Price Product

Promotion Channels of

distribution

Geography and

Infrastructure

Foreign environment (uncontrollable)

Structure of distribution

Economic climate

Cultural forces

3

4 5

6

7 Political/

legal forces

Domestic environment (uncontrollable)

(controllable)

© 2005 Prentice Hall 1-12

Global Marketing: What it is and What it isn’t

• Global marketing does not mean doing business in all of the 200-plus country markets

• Global marketing does mean widening business horizons to encompass the world in scanning for opportunity and threat

© 2005 Prentice Hall 1-13

Reasons for Global Marketing

• Growth

– Access to new markets

– Access to resources

• Survival

– Against competitors with lower costs (due to increased access to resources)

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Global Marketing: What it is and What it isn’t

NEED TO:

• Search for similarities and adjust to differences

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Standardization versus Adaptation

• Globalization (Standardization) – Developing standardized products marketed

worldwide with a standardized marketing mix

– Essence of mass marketing

• Global localization (Adaptation) – Mixing standardization and customization in

a way that minimizes costs while maximizing satisfaction

– Essence of segmentation

– Think globally, act locally

© 2005 Prentice Hall 1-16

Standardization versus Adaptation

© 2005 Prentice Hall 1-17

Amsterdam Singapore

Germany

© 2005 Prentice Hall 1-18

© 2005 Prentice Hall 1-19

Management Orientations

Ethnocentric: Home country is

Superior, sees Similarities in foreign

Countries

Regiocentric: Sees similarities and differences in a world

Region; is ethnocentric or polycentric in its view of

the rest of the world

Geocentric: World view, sees Similarities and

Differences in home And host countries

Polycentric: Each host country Is

Unique, sees differences In foreign countries

© 2005 Prentice Hall 1-20

The EPRG framework

• Ethnocentrism – Associated with national arrogance & home

country superiority

– Assumes what succeeds in the home country will also succeed in other countries

– Domestic and international companies

– Standardized approach to marketing

– Foreign markets are secondary to the domestic market

– E.g. Nissan in 60s, Coke in the late 80s/early 90s

© 2005 Prentice Hall 1-21

The EPRG framework

• Polycentrism

– Opposite of ethnocentrism – each country market is unique

– Highly localized / adapted approach to marketing

– Multinational companies – Local “kingdoms”

– E.g. Citicorp in the 90s.

© 2005 Prentice Hall 1-22

The EPRG framework

• Regiocentrism – Treat a world region as one homogeneous

market (e.g. NAFTA region; the EU, etc.) – Localization / adaptation for the region;

ethnocentric or polycentric view of the rest of the world

• Geocentrism – World view – focused on standardizing

programs but will adapt if indicated by research

– Global / transnational company / a blurring of national identity

– E.g. Toyota

© 2005 Prentice Hall 1-23

Forces Affecting Global Integration and Global Marketing

• Driving Forces – Regional economic

agreements

– Market needs and wants

– Technology

– Transportation and communication improvements

– Product development costs

– Quality

– World economic trends

– Leverage

• Restraining Forces – Management myopia

– Organizational culture

– National controls