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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
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) • Fungsional (Stoner, GR Terry, Gullick, Ernest Dale, Donnel, Oet dan Dowman) • Pendekaan Rekayasa Industri, Teori Organisasi, Perilaku, Tanggungjawab • Fasilitas 6M
Customers – are the people who buy the products Consumers – are the people who actually use the product
Strategi Pemasaran It is a combination of target markets and marketing mixes.
Market A market is all potential customers who share common needs and wants, and who have the ability and willingness to buy the product.
RenStra Marketing Target Marketing Riset Pasar Segmentasi Pasar Positioning Lingkungan Bersaing Marketing Mix
1.Market Research Identify costumer and consumer needs, financial to buy product (budget)
2. Market Segmentation Pembagian/pengelompokan kondisi pasar yg heterogen menjadi homogen dg berbagai karakteristik
Seven Segmentation Bases:Six Segmentation Bases Geography Demographics Psychographics Behavior Product-related Channel of distribution
3. Market Penetration Mengetahui ketangguhan pasar dalam pemasaran produknya Pendekatannya dg POSITIONING (posisi persaingan pasar)
Alternative Strategies by Industry Position Market Leaders Market Challengers Market Followers Market Nichers
Lingkungan Bersaing Company’s Value Chain Distributors Suppliers Customers
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.