1. Think Marketing ! Essentials of Marketing Management

3. Marketing Mix and Market Segmentation

4. Marketing Credo There is only one valid definition of business purpose : to create a customer Peter Drucker

5. Marketing Mix Product Price Place Promotion Target Market

6. Aktivitas Kunci Marketing Analisa karakteristik dan kebutuhan pelanggan, serta pola pembelian yang dilakukan oleh para pelanggan Berkaitan dengan perencanaan produk – baik pengembangan produk baru, modifikasi produk lama, ataupun product elimination Analisa tentang kebijakan penerapan harga yang pas, dengan mempertimbangkan faktor biaya-biaya, faktor inflasi, dan juga faktor harga produk pesain Consumer Analysis Product Planning Price Planning

7. Aktivitas Key Marketing Perencanaan distribusi – dimana saja produk kita akan dijual dan juga jalur distribusi yang akan digunakan Kombinasi dari iklan, publisitas, penjualan secara personal, dan promosi penjualan untuk meningkatkan revenue penjualan Distribution Planning Promotion Planning

8. Product/Market Matrix Existing Products New Products Existing Markets New Markets Market Penetration Market Development Product Development Diversification

12. Tipe Segmentasi Pasar Geografis Demografis Berdasarkan pada variabel regional seperti wilayah, iklim, kepadatan populasi, dan tingkat pertumbuhan populasi. Berdasarkan pada variabel seperti umur, jenis kelamin, suku bangsa, pendidikan , pekerjaan, pendapatan, dan status keluarga

13. Tipe Segmentasi Pasar Psikografis Perilaku Berdasarkan pada variable seperti nilai, sikap, dan gaya hidup Berdasarkan pada variabel seperti tingkat dan pola penggunaan, sensitivitas harga, dan kesetiaan merek

14. Step in Planning A Segmentation Strategy Determining characteristics and needs of consumers for the product category of the company Analyzing consumer similarities and differences Developing consumer group profiles Selecting consumer segment (s) Positioning company’s offering in relation to competition. Establishing an appropriate marketing plan

15. Product Planning and Development

16. Products : Types of Goods Types of Goods Convenience Goods Shopping Goods Specialty Goods

22. Jasa Tipe Jasa Rented- goods Service Owned-goods service Non-goods

23. Jasa Rented- goods Service Owned-goods service Non-goods Meliputi penyewaan barang untuk jangka waktu tertentu. Sebagai contoh termasuk mobil, kamar hotel, dan kamar apartemen Meliputi perbaikan atau penggantian barang yang dimiliki oleh konsumer. Sebagai contoh termasuk layanan perbaikan (seperti mobil, jam tangan, dan plumbing), perawatan rumput di halaman, pencucian mobil, pemotongan rambut, dan pencucian kering Memberikan layanan personal sebagai alat penjualan; hal ini tidak termasuk barang. Sebagai contoh termasuk jasa accounting, legal, dan jasa konsultasi

24. Product Life Cycle pengenalan tumbuh matang penurunan

25. Product Life Cycle Persuasive Informative Promotion Greater range of prices Depends on product Pricing Rising number of outlets Depends on product Distribution Expanding line One or two basic models Product mix Affluent mass market Innovators Customers Increasing Negative Industry profits Some None or small Competition Rapidly increasing Increasing Industry sales Expand distribution and product line Attract innovators and opinion leader to new product Marketing objective Growth Introduction Characteristics

26. Product Life Cycle Informative Competitive Promotion Selected prices Full line of prices Pricing Decreasing number of outlets Greatest number of outlets Distribution Best-sellers Full product line Product mix Laggards Mass market Customers Decreasing Decreasing Industry profits Limited Substantial Competition Decreasing Stable Industry sales (a) cut back, (b) revive, (C) terminate Maintain differential advantage as long as possible Marketing objective Decline Maturity Characteristics

27. Merencanakan Produk Baru Idea Generation Product Screening Concept Testing Business Analysis Product Development Test Marketing Commercial-ization

29. Screening Checklist PRODUCTION CHARACTERISTICS OF NEW PRODUCTS Fit with production capabilities Length of time to commercialization Ease of product manufacture Availability of labor and material resources Ability to produce at competitive prices MARKETING CHARACTERISTICS OF NEW PRODUCTS Fit with marketing capabilities Effect on existing products (brands) Appeal to current consumer markets Potential length of product life cycle Existence of differential advantage Impact on image Resistance to seasonal factors GENERAL CHARACTERISTICS OF NEW PRODUCTS Profit potential Existing competition Potential competition Size of market Level of investment Patentability Level of risk

31. Business Analysis Variables Time to recoup initial costs; short- and long-run total and per-unit profits; control over price; return on investment (ROI) Profitability Product planning (engineering, patent search, product development, testing); promotion; production; distribution Required investment Short-run and long-run market shares of company and competitors; strengths and weaknesses of competitors; potential competitors; likely competitive strategies in response to new product by firm Competition Total and per unit costs; use of existing facilities and resources; startup vs. continuing costs; estimates of future raw materials and other costs; econo­mies of scale; channel needs; break-even point Cost projections Price/sales relationship; short- and long-run sales potential; speed of sales growth; rate of repurchases; channel intensity Demand projections Considerations Factors

34. Designing Marketing Comunication Program

35. Tahapan dalam Merancang Komunikasi Pemasaran Memilih Sasaran Audiens Menentukan Tujuan Komunikasi Merancang Pesan Memilih Saluran Komunikasi

46. Merancang PESAN Pesan Menarik perhatian (attention) Menimbulkan minat (interest) Memicu keinginan (desire) Mendorong untuk berbuat (action)

47. Merancang PESAN Pesan Isi (apa yang akan disampaikan) Struktur pesan (bagaimana menyampaikannya secara logis) Format pesan (bagaimana menyampaikannya secara simbolis) Sumber pesan (siapa yang akan menyampaikan)

54. Saluran Komunikasi Memilih Saluran Komunikasi Above the Line : Iklan di Televisi, Media Cetak atau Radio Below the Line: Event Gathering, Distribusi Pamflet/Brosur Online Media: Company website, blog, social media website (Facebook, Youtube, dll)

55. Perencanaan Distribusi dan Strategi Penentuan Harga

57. Strategi Pushing dan Pulling Manufaktur Channel members Konsumer Manufaktur Channel members Konsumer Strategi Pushing Strategi Pulling

58. Intensity of Channel Coverage Many in number, convenience-oriented Moderate in number, brand conscious, somewhat willing to travel to store Few in number, trend setters, willing to travel to store, brand loyal Customers Many in number, all types of outlets Moderate in number, well-established, better stores Few in number, well-established reputable stores Channel members Widespread market coverage, channel acceptance, sales volume and profits Moderate market coverage, solid image, some channel control and loyalty, good sales and profits Prestige image, channel control and loyalty, price stability and high profit margins Objectives Intensive Distribution Selective Distribution Exclusive Distribution Characteristics

59. Intensity of Channel Coverage Groceries, household products, magazines Furniture, clothing, watches Automobiles, designer clothes, caviar Examples Limited channel control May be difficult to carve out a niche Limited sales potential Major Disadvantages Mass advertising, nearby location, items in stock Promotional mix, pleasant shopping conditions, good service Personal selling, pleasant shopping conditions, good service Marketing Emphasis Intensive Distribution Selective Distribution Exclusive Distribution Characteristics

60. Perencanaan Harga Harga Merepresentasikan nilai barang atau jasa baik untuk penjual maupun pembeli Perencanaan Harga Pengambilan keputusan sistematik mengenai seluruh aspek penentuan harga

61. Faktor yang mempengaruhi Keputusan Penentuan Harga Konsumer Pesaing Channel Members Pemerintah Biaya EfekTotal Penentuan Harga

69. Pemerintah dan Penentuan Harga Pemerintah Menetapkan regulasi harga Melarang penetapan harga yang berbeda-beda antar channel members Mengatur aksi penjualan yang tidak fair : penentuan harga dumping untuk menekan pesaing

70. Biaya dan Penentuan Harga Biaya Biaya bahan mentah dan penyalurannya Biaya pekerja Biaya iklan Biaya distribusi Penentuan Harga

71. Strategi Harga Strategi Harga berdasarkan Biaya Strategi Harga berdasarkan Permintaan Strategi Harga berdasarkan Persaingan Strategi Harga

72. Strategi Harga Strategi Harga berdasarkan Biaya Strategi Harga berdasarkan Permintaan Dengan strategi harga berdasarkan biaya, pemasar menentukan harga dengan menghitung biaya-biaya, biaya overhead, dan kemudian menambahkan margin keuntungan yang diinginkan Pemasar menentukan harga setelah meneliti keinginan konsumer dan memastikan range harga yang dapat diterima oleh target pasar

74. Selesai Composed by : Yodhia Antariksa, Msc Dimohon untuk tidak mengcopy, menggandakan, dan mendistribusikan file presentasi ini melalui email atau piranti digital lainnya tanpa ijin dari rajapresentasi.com Mari kita saling berikhtiar membangun kejujuran. Jika Anda berminat menggunakan slide ini untuk kepentingan training di organisasi Anda, silakan terlebih dahulu baca aturan pemakaiannya di Menu TANYA JAWAB pada situs www.rajapresentasi.com