MINGGU KE 1 DASAR-DASAR PEMASARAN Pokok Bahasan: 1. Pengertian Pemasaran & manajemen Pemasaran 2. Konsep-konsep Inti Pemasaran Tujuan Instruksional Khusus: 1. Mampu Mendefinisikan pengertian Pemasaran-pemasaran Manajemen Pemasaran. 2. Menjelaskan Konsep-konsep inti Pemasaran Referensi: 1. Philip Kotter, “ Principles of Marketing “, Tenth Edition, 2. Armstrong Th 2004, Pearson Pretice Hall, New Jersey 3. 2. Perreault, W. D. & Mc carthy E. J. , Basic Marketing, Mc Graw Hill, 15 th Ed. , 2005 DASAR 2 PEMASARAN 1
Chapter 1 MARKETING : MANAGING PROFITABLE CUSTOMER RELATIONSHIP DASAR 2 PEMASARAN 2
What is Marketing ? A Social and managerial process whereby individuals and group obtain what they need and want through creating and exchanging products & value with other DASAR 2 PEMASARAN 3
Marketing Management The art and science of target markets and building Profilfable relationship with them Demand Management Finding and increasing demand, also changing or reducing demand such as in Demarketing DASAR 2 PEMASARAN Profitable Customer Relationships Attracting new customers and retaining and building relationships with current customers 4
Element of a modern marketing system : Company (Marketing) Marketing Intermedianries Suplliers End User Competitors DASAR 2 PEMASARAN 5
Core Marketing Concepts (Fig. 1 -1) Needs, wants, and demands Marketing offers (product, services, and experinces) Markets Exchange, transactions, and relationships DASAR 2 PEMASARAN Value, satisfaction, and quality 6
What are Consumer’s Needs, Wants and Demands? n n n Needs - state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i. e. I am hungry. Wants - form that a human need takes as shaped by culture and individual personality. i. e. I want a hamburger, French fries, and a soft drink. Demands - human wants backed by buying power. i. e. I have money to buy this meal. DASAR 2 PEMASARAN 7
What Will Satisfy Consumer’s Needs and Wants? Marketing Offer : Some combination of product, services, information or experiences Offered to a market to satisfy a need or want Experiences Persons Organizations Information Places Ideas Services Activities or Benefits Offered for Sale That Are Essentially Intangible and Don’t Result in the Ownership of Anything DASAR 2 PEMASARAN 8
How do Consumers Choose Among Product and Service Value Gained From Owning a Product and Costs of Obtaining the Product is Customers Value Product’s Perceived performance in delivering Value Relative to Buyer’s Expections is customer Satisfaction Total Quality Management involves Improving the Quality Of Products, Services, and Marketing Processes DASAR 2 PEMASARAN 9
The key to building lasting customer relationship is to create customer value and satisfaction Customer Value : The bundle of benefits customers expect from a given product / services Customer Satisfaction The exfent to which a product’s perceived performance matches a buyer’s expectations DASAR 2 PEMASARAN 10
How Do Consumers Obtain Products and Services ? Exchanges Transactions Relationships Building a Marketing Network Consisting of The Company and All Stokeholders DASAR 2 PEMASARAN 11
Customer Relationship management The Overall Process of building and maintaning profitable customer relationships by delivering superior customer value and satisfaction DASAR 2 PEMASARAN 12
Customer Relationships Levels and Tools : Levels : Tools : 1. Basic Relationships v Brand building ads v Sales Promotion v Customer Reponse Number v Web site 2. Full Partnerships v Work with Retailers v Customer Loyalty programs a. Financial Benefits b. Social Benefits c. Adding Structural ties DASAR 2 PEMASARAN 13
Building customer relationship and customer Equity Customer Equity The total combined customer lifetime valves of all of the company’s customers DASAR 2 PEMASARAN 14
Who Purchases Products and Services? People Who Exhibit Need Resources to Exchange Willingness to Exchange Market – Buyers who share a particular need or want that can be satisfied through exchange or relationships. DASAR 2 PEMASARAN Actual Buyers Potential Buyers 15
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