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Konsep Manajemen Pemasaran

Konsep Manajemen Pemasaran. Why need management…?. Mencapai tujuan (individu dan organisasi) Keseimbangan antara tujuan yg bertentangan (pemilik, karyawan, konsumen, kreditur, pemerintah) Mencapai EFISIENSI dan EFEKTIFITAS. Manajemen. Sbg “SENI dan ILMU” (Follet, Schein, John F Mee)

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Konsep Manajemen Pemasaran

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  1. Konsep Manajemen Pemasaran

  2. Why need management…? Mencapai tujuan (individu dan organisasi) Keseimbangan antara tujuan yg bertentangan (pemilik, karyawan, konsumen, kreditur, pemerintah) Mencapai EFISIENSI dan EFEKTIFITAS

  3. Manajemen • Sbg “SENI dan ILMU” (Follet, Schein, John F Mee) • Fungsional (Stoner, GR Terry, Gullick, Ernest Dale, Donnel, Oet dan Dowman) • Pendekaan Rekayasa Industri, Teori Organisasi, Perilaku, Tanggungjawab • Fasilitas 6M

  4. Customers – are the people who buy the products Consumers – are the people who actually use the product

  5. Strategi Pemasaran It is a combination of target markets and marketing mixes.

  6. Market A market is all potential customers who share common needs and wants, and who have the ability and willingness to buy the product.

  7. RenStra Marketing Target Marketing Riset Pasar Segmentasi Pasar Positioning Lingkungan Bersaing Marketing Mix

  8. 1.Market Research Identify costumer and consumer needs, financial to buy product (budget)

  9. 2. Market Segmentation Pembagian/pengelompokan kondisi pasar yg heterogen menjadi homogen dg berbagai karakteristik

  10. Seven Segmentation Bases:Six Segmentation Bases Geography Demographics Psychographics Behavior Product-related Channel of distribution

  11. 3. Market Penetration Mengetahui ketangguhan pasar dalam pemasaran produknya Pendekatannya dg POSITIONING (posisi persaingan pasar)

  12. Alternative Strategies by Industry Position Market Leaders Market Challengers Market Followers Market Nichers

  13. Lingkungan Bersaing Company’s Value Chain Distributors Suppliers Customers

  14. Marketing Mix A marketing mix includes those controllable factors that have been chosen to satisfy customer needs. The eight controllable factors are product, price, place, promotion, packaging, programming, partnership, and people.

  15. MARKETING MIX

  16. The 4 P’s of the Marketing Mix

  17. The Marketing Mix

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