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BAB 05 KINERJA PEMASARAN

BAB 05 KINERJA PEMASARAN. Power Point Berdasarkan Buku yang ditulis Ujang Sumarwan , dkk Pemasaran Strategik : Strategi untuk Pertumbuhan Perusahaan dan Penciptaan Nilai bagi pemegang Saham. LUXURY CAR MARKET. Marketing Strategic in Luxury Car Market Segment. vs. KINERJA PEMASARAN.

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BAB 05 KINERJA PEMASARAN

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  1. BAB 05 KINERJA PEMASARAN

  2. Power Point BerdasarkanBuku yang ditulisUjangSumarwan, dkk PemasaranStrategik: StrategiuntukPertumbuhan Perusahaan danPenciptaanNilaibagipemegangSaham

  3. LUXURY CAR MARKET Marketing Strategic in Luxury Car Market Segment vs

  4. KINERJA PEMASARAN

  5. Road Map • What & Why? • How? • Conclusion

  6. WHAT &WHY?

  7. Pokok Bahasan Biaya Pemasaran Strategi Pemasaran Maksimum Profit • keuntungan jangka • pendek • tidak memberikan • gambaran kinerja yang jelas • Jangka pendek • Aktivitas pemasaran • Fokus terhadap • aktivitas marketing • Dianggap Penting oleh CEO, tapi tidak masukdalam agenda bisnis Maksimum Shareholder Value Biaya Pemasaran Strategi Pemasaran • -Balanced Scorecard • Market and Customer Focus: • Value Base Marketing • Market Base Management • Kinerja Pemasaran • Discounted • Future Cash Flow • (jk. Panjang) • Dividen • Harga saham

  8. Effect: Perubahan Strategi Marketing MARKET ORIENTATION AND PERFORMANCE Cause : • Pasar Globalisasi • Perubahan Struktur Industri • Revolusi Informasi • Peningkatan Ekspektasi Pelanggan • Customer Focus and • Profitability • Customer Focus and • Satisfaction • Customer Satisfaction and Customer Retention (CSI) • Customer Loyalty and • Managing Customer Loyalty (CLI)

  9. Customer Profitability : Perbedaan antara pendapatan yang diperoleh dan biaya yang berkaitan dengan hubungan dengan pelanggan selama periode tertentu (Farrisdan Bendlel, 2006). Top tier customers - reward KELOMPOK PELANGGAN Second tier customers - grow Third tier customers - fire

  10. Market Orientation and Performance Impact Business with a strong customer focus strive to achieve hingh levels of customer satisfaction and customer loyalty Successful customer relationship marketing translates into higher levels of customer and business profitabilty • Customer • And Business • Profitability Customer Relationship Marketing • Customer Satisfaction • And Customer Loyalty • Customer – Focused • Organization

  11. HOW? Bagaimana Implementasi Pengukuran Kinerja Pemasaran yang akan Berdampak pada Shareholder Value

  12. MARKETING PERFORMANCE METRICS

  13. Interval Versus external performance metrics

  14. In – process versus end – result performance metrics Time Perspective

  15. Measure of shareholder value Market Orientation and Cos Focus MP Shareholder Value Market demand 20 million Customer volume 1 million Market Share 5% ROS 6% Sales $500 million Total contribution $ 190 million Revenue per Customer $500 Assets $206 million ROA 14.5% Margin per Customer $190 Equity $183 million Variable cost per Customer $310 ROE 16.4% Net Marketing Contibution $90 million Capital = $150 million Cost = 120% EP $12 Marketing Expenses $100 million Operating income $ 50 million EPS $0.50 Shares $60 million Operating Expenses $40 million Net profit $ 30 million Share Price $15 PE Ratio 30 Taxes $ 20 million

  16. Summary Shareholder Value Net profit and Cash Flow Financial Performance Market Performance Metrics Customer Satisfaction, Retention and Purchase Behavior Marketing Strategy and Strategy Implementation

  17. PERUBAHAN PERAN PEMASARAN

  18. CONCLUSION? Perubahan Peran Marketing Strategi Marketing Shareholder Value

  19. TERIMA KASIH

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