Marketing SDA
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Transcript of Marketing SDA
What does the term marketing mean?Old Sense:
“Marketing only as selling and advertising.”
New Sense:
“Satisfying customer needs”
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Definisi Pemasaran: “A social and managerial process by which
individuals and groups obtain what they need and want through creating and exchanging products and value with others.” (Kotler, 1996)
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Konsep Inti Pemasaran:Non profit org Customers
Exchange Transactions
Value Needs
Products: Satisfaction Market Demand & Quality Wants
Relationship
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GAPS
Inti Pemasaran adalah Pertukaran
Marketing is the exchange, which take places between consuming groups and supplying groups (Alderson, 1957)
Marketing …is the discipline of exchange behavior, and it deals with problems related to this behavior (Bagozzi, 1975)
Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other (Kotler, 1984)
Marketing is the process planning and executing the conception, pricing, promotion and distribution of ideas, goods, and service to create exchange that satisfy individual and organizational objectives (Marketing News, 1985)
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Syarat Pertukaran (Exchange):Paling sedikit terdapat 2 kelompok (parties)Setiap party menawarkan sesuatu yang
bernilai kepada kelompok lainnyaSetiap party mampu berkomunikasi dan
mendeliverikanSetiap party bebas untuk menerima dan
menolak tawaranKondisi setiap party menjadi lebih baik
dibanding kondisi sebelum terjadinya pertukaran
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Marketing ManagementDefinition:
The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.
Customer and Demand Management:Increasing demandReducing demand (demarketing)
Building Profitable Customer RelationshipRetain current customersBuild lasting customer relationships
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Marketing Management Orientations 5 konsep alternatif dalam aktivitas pemasaran
KONSEPKONSEP FOKUSFOKUS
1. 1. ProduksiProduksi ((productionproduction))
Produksi dan distribusiProduksi dan distribusi
2. 2. ProdukProduk ( (productproduct)) Kualitas produkKualitas produk
3. 3. PenjualanPenjualan ( (sellingselling)) Produk yang adaProduk yang ada
4. 4. MarketingMarketing Kebutuhan & kepuasan Kebutuhan & kepuasan pelangganpelanggan
5. 5. Societal MarketingSocietal Marketing Pelanggan dan Pelanggan dan masyarakatmasyarakat
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Customer Relationship Management/CRMMarketing management’s crucial task is to create
profitable relationships with customersCRM is the overall process of building and
maintaining profitable customer relationships by delivering superior customer value and satisfaction
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Attracting, Retaining, & Growing CustomerRelationship building blocks: customer value and
satisfactionCustomer value,
A customer buys from the firm that offers the highest customer perceived value—the customer’s evaluation of the difference between all the benefits and all the costs of marketing offer relative to those of competing offers.
Example: Toyota versus HondaCustomer satisfaction
The extent to which a product’s perceived performance matches a buyer’s expectations
Customer loyalty and retentionGrowing “share of customer”
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Building customer relationship & customer equityCustomer equity
The more loyal the firm’s customer, the higher the firm’s customer equity
Customer relationship levels and toolsExample: Procter & Gamble (not phone all) versus
P&GExample: frequency marketing program, Garuda
versus SIA
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Demographic-economic
environment
Publics
Competitors
Suppliers
MarketingChannels Technological-
natural environment
Political-legal
environment
Social-cultural
environment
Marketi
ng
analy
sis
Marketi
ng
imple
mentat
ion
Product
Marketing control
Marketing
planning
Promotion
PricePlaceTarget
customer
Source: Principles of Marketing, 7th ed, by Philip Kotler & Gary Amstrong
Marketing Process1. Analyzing marketing opportunities
Macro environment; Micro environment; Consumer buyer behavior
2. Selecting target markets Demand measurement and forecasting;
Market segmentation; Market targeting; Market Positioning
3. Developing marketing mix Product; Price; Promotion; Place
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