Fakultas Ekonomi

Pengenalan Manajemen Pemasaran

Fakultas Ekonomi

Marketing Review

Fakultas Ekonomi

Marketing isnt somebodys responsibility

marketing is everybodys responsibility
Jack Welch, CEO
General Electric Co.

PENGERTIAN
MANAJEMEN PEMASARAN

Marketing management is :
The process of

planning and executing

1 Managerial process

the conception,

pricing,
promotion,and
distribution of
goods, services, and ideas
to create

Marketing mix

exchanges

3 Exchange creation

satisfy

Satisfaction

Others goals

that

individual and organizational

goals

KONSEP INTI PEMASARAN

Kebutuhan,
Keinginan &
Permintaan

Pemasar &
calon pembeli

Produk (brg,
jasa &
gagasan)

Nilai, biaya
& kepuasan

Pertukaran
& transaksi

Pasar

Hubungan
& jaringan

KONSEP Penjualan & KONSEP Pemasaran

Titik awal

Pabrik

Fokus

Produk

Sarana
Penjualan
& promosi

Akhir
Keuntungan melalui
volume penjualan

Konsep penjulan

Pasar
sasaran

Kebutuhan
pelanggan

Pemasaran
yg terintegrasi

Konsep pemasaran

Keuntungan melalui
kepuasan pelanggan

Fakultas Ekonomi

The Core Concepts of Marketing

Products

Needs,
wants,
and
demands

Fakultas Ekonomi

The Core Concepts of Marketing

Provide the value

Products

Product
development

Sourcing

Communicate the value

Distributing
Sales force

Pricing
making

Servicing

Choose the value

Customer
segmentation

Market
selection
focus

Value
positioning

Exchange creation

Sales
promotion

Advertising

Needs,
wants,
and
demands

Fakultas Ekonomi

The Core Concepts of Marketing

Demand

Ability
and
willingness
to buy

Needs

Wants

Utilitarian
Symbolic
Specific
product

Hedonic

The Core Concepts of Marketing

Fakultas Ekonomi

Goods,
services, and
ideas

Products

= ?
Demand

Needs

Wants

Utilitarian

Ability
and
willingness
to buy

Symbolic
Hedonic
Specific
product

Marketings Role in the Company

Fakultas Ekonomi

Production
Finance
Production

Finance

Human
Marketing Resources

Production
Marketing

(b)

(a)

Marketing

Human
Resources

Production
Marketing

Customer

Customer

(d)

(e)

(c)

Company orientations toward the Marketplace

Fakultas Ekonomi

Production Finance

The Production Concept

Human
Marketing
Resources

The Product Concept

(a)

The Selling Concept

Traditional

:
:
Production
Marketing
Customer

(e)

The Marketing Concept

The Societal Marketing Concept

Exchange
Creation

a) Traditional view ( physical process)

Product

Fakultas Ekonomi

Sell the product

Make the product

Design
product

Procure

Make

Price

Sell

Advertise

Distribute

Service

b) Exchange creation view (value-creating process)

Product

Feedback

Provide the value

Choose the value

Customer
segmentation

Market
selection
focus

Value
positioning

Product
development

Sourcing

Communicate the value

Distributing
Sales force

Pricing
making

Servicing

Sales
promotion

Advertising

Marketing Management
Marketing management is :

Fakultas Ekonomi

The process of

planning

and

executing

1 Managerial process

the conception,

pricing,
promotion ,and
distribution of
goods, services , and ideas
to create

exchanges

that

satisfy

individual and organizational

Provide the value

Choose the value

Customer
segmentation

Market
selection
focus

Value
positioning

Product
development

Exchange creation

Distributing
Sales force

Pricing
making

Marketing mix

3 Exchange creation
Satisfaction
4
5
Others goals

Communicate the value

Sourcing

Market
Managing
Opportunities
Products
Analysis (MOA)
Differentiating
Managing
and
Price
Positioning

goals

Servicing

Managing
Channels

Marketing mix

Sales
promotion

Advertising

Managing
Promotion

Fakultas Ekonomi

Exchange Process
?

Producers
offer
a product

Consumers
get
a product

Producers
set up
the price

Consumers
pay
a product

Sisi
Producers
produsen
Side

Consumers
Side
Monroe, 1990

Fakultas Ekonomi

Perceived Quality
Consumer
get
a product

Consumers
pay
a product

It will effect on
Perceived Risk

Perceived Quality
It will effect on
Perceived Risk

Consumer Side
Monroe, 1990

CUSTOMER VALUE
Fakultas Ekonomi

Customer = Perceived Quality

value
Perceived Risk

Monroe, 1990

Customer
TM

MM

LM (FL)

LM (FL)

MM

Customer

Organisasi tradisional

TM

Organisasi moderen

Managing Customer Value

Fakultas Ekonomi

Value

Vn

Building Relationship
Customer

Vo
DVo

DVc

DVn

Superior Customer
Value
tn

Time

Diskusikan !!!!!!!
Apakah semua perusahaan perlu
menerapkan konsep Pemasaran ?
Dapatkah Anda menyebutkan perusahaan
yg tidak memerlukan orientasi tsb ?

Perusahaan apa yg membutuhkan

konsep tersebut ?