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The Blood and The Temperament

The Blood and The Temperament. By Toshitaka Nomi. A. B. AB. O. A. Disiplin Prosedural Dapat dipercaya ulet Perfectionis Setia. Rentan stress. Tertutup. Keras kepala. Sulit kompromi. B. Kreatif Fleksibel Berani Banyak ide Suka kebebasan Romantis. Pemberontak. Malas.

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The Blood and The Temperament

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  1. The Blood and The Temperament By Toshitaka Nomi A B AB O Fauzan Asmara & Associates, Inc.

  2. A Disiplin Prosedural Dapat dipercaya ulet Perfectionis Setia Rentan stress Tertutup Keras kepala Sulit kompromi Fauzan Asmara & Associates, Inc.

  3. B Kreatif Fleksibel Berani Banyak ide Suka kebebasan Romantis Pemberontak Malas Kurang tuntas Kurang tg jawab Berkepribadian ganda Fauzan Asmara & Associates, Inc.

  4. AB Demokratis Empaty Terapis Kompromis Netral Ragu-ragu Gampang terpengaruh Kurang tegas Fauzan Asmara & Associates, Inc.

  5. O Sombong Orator Ambisius Berani Fashion Leader sexy Kaya Ide Kekanak kanaan Egois Kejam Experiencial Fauzan Asmara & Associates, Inc.

  6. Fauzan Asmara N A R A S U M B E R

  7. Pendidikan • S1 Ekonomi • S2 Magister Manajemen • S3Doktor Ilmu Ekonomi

  8. Hobi • Membaca • Main Musik • Arung Jeram • Memancing • Suka Bergaul

  9. WELL COME Marketing Management Amikom, 15 September 2008 Fauzan Asmara & Associates, Inc.

  10. MARKET LEADER BEHAVIOUR THE RISE AND THE FALL OF M. LEADER LUX, AQUA, KIWI, RINSO STAY ON TOP COCA COLA, GUILLET, ETC. Xoncee Vicee AXI Densol Pepsodent Prodent Ni ke BATA BAYGON RAID Sari Puspa AUTAN SASA Veltsin, etc. Fauzan Asmara & Associates, Inc.

  11. Why ? What did They do Right? What did They do Wrong? Everybody has the same playground! so what is the fundamental difference? PEOPLE POWER IN MARKETING Fauzan Asmara & Associates, Inc.

  12. COMPETITORS are becoming more aggressive, innovative, flexible? Speed ! eroding the advantages of the main players! To heat up Markets ! Fauzan Asmara & Associates, Inc.

  13. Thefoundation MARKETING THE PROCESS OF PLANNING AND EXECUTING THE CONCEPTION PRICING, PROMOTION AND DISTRIBUTION OF IDEAS, GOODS, AND SERVICES TO CREATE EXCHANGES THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL OBJECTIVE. (AMA’s marketing defininition) Fauzan Asmara & Associates, Inc.

  14. Marketing is not only much broader than selling, it is not specialized activity at all. Marketing encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer point of view. (Drucker, 1959) • Marketing is a way of doing business by satisfying customers’ needs better than competitors (Levitt, 1960) Fauzan Asmara & Associates, Inc.

  15. Tiga dimensi Konsep Pemasaran: • Sebagai budaya • Sebagai strategi • Sebagai taktik PeranPemasarandlmOrganisasi(Webster, 1992, 1997) Tingkat korporasi  meletakkan kepentingan pelanggan sebagai unsur utama dalam penetapan kebijakan persh. dan menyebarkan nilai tersebut ke seluruh lini organisasi Tingkat SBU  membantu dalam penetapan atau pemilihan segmen pasar yang akan dijadikan pasar sasaran dan posisi persh./produk di pasar Tingkat operasional  menindak-lanjuti strategi bisnis yg sudah ditetapkan melalui bauran pemasaran dengan tetap mengacu pada penyediaan superior value kepada para pelanggan Fauzan Asmara & Associates, Inc.

  16. Tingkat Unit Bisnis Tingkat Operasional Tingkat Korporat Pemasaran sebagai Budaya Pemasaran sebagai Taktik Pemasaran sebagai Strategi ProporsiDimensiPemasaranpadaTingkatanOrganisasi Fauzan Asmara & Associates, Inc.

  17. BASE ON OF PRICING POLICY COST DEMAND COMPETITOR Fauzan Asmara & Associates, Inc.

  18. PROMOTIONAL MIX Advertising Direct Selling Sales Promotion Publicity Marketing Public Relation Fauzan Asmara & Associates, Inc.

  19. The Core Concepts of Marketing NEEDS WANTS DEMAND PRODUCT VALUE COST SATISFACTION EXCHANGE TRANSACTION RELATIONSHIP Fauzan Asmara & Associates, Inc.

  20. DEMAND A measure of the desire that potential consumers have for a product and their ability and willingness to pay for it Fauzan Asmara & Associates, Inc.

  21. What is a product? Product is anything that can be offered to a market that might satisfy a want or need Service is activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything Fauzan Asmara & Associates, Inc.

  22. Installation Packaging Delivery 3 S Brand name Core Benefit Features Credit Design Label Guarantee Quality Level Warranty Three Levels of Product Augmented product Actual Product Core Product Fauzan Asmara & Associates, Inc.

  23. Product Classifications Convenience Product Shopping Product Specialty Product Unsought Product Fauzan Asmara & Associates, Inc.

  24. Marketing Considerations for Consumer Products

  25. Product attributes Branding Packaging Product Support Service Individual Product Decisions Labeling Fauzan Asmara & Associates, Inc.

  26. Variety Quality Design Features Brand name Packaging services List price Discount Allowances Payment period Credit terms Channels Coverage Assortments Locations Inventory Transportation Logistics Advertising Direct selling Sales promotion Publicity Public relations Developing the Marketing Mix 4 P Price Product Target Customer Intended Positioning Place Promotion Promotional Mix Fauzan Asmara & Associates, Inc.

  27. DaurHidupProduk • Tahap pengenalan, yaitu tahap ketika pertama kali produk dikenalkan di pasar. • Tahap pertumbuhan, yaitu Penjualan mulai mengalami peningkatan secara dramatis. • Tahap kedewasaan, yaitu pesaing telah memasuki pasar, karena itu walaupun penjualan mengalami puncaknya pada tahapan ini, laba mulai menurun. • Tahap penurunan, yaitu produk telah tidak memenuhi lagi keinginan, selera, dan kebiasaan pembeli. Respon pasar menjadi negatif sehingga penjualan mengalami penurunan Fauzan Asmara & Associates, Inc.

  28. GrafikDaurHidupProduk Kedewasaan Volume penjualanmencapaipuncakpadaakhirtahappertumbuhan, kemudianpenjualanmulaistabildancenderungmenurunsebagaiakibatpersaingandariprodukbarudan yang telahadasebelumnya Volume Penjualan Pertumbuhan Seiringberjalannyawaktu, produklebihdikenaldipasar, dan volume penjualan pun meningkat Penurunan Volume penjualanmenurunseiringmenurunnyapermintaanakanproduktersebutataumeningkatnyapersaingan Pengenalan Produkditargetkan pada suatu pasar tertentu dan dikenalkan pada pasar tersebut Waktu Fauzan Asmara & Associates, Inc.

  29. PRODUCT The 2th ultimate component of product - Tangible - Intangible Fauzan Asmara & Associates, Inc.

  30. PRODUCT CATEGORY INTANGIBLE JASA MURNI JASA UTAMA CAMPURAN PRODUK UTAMA PRODUK MURNI TANGIBLE Fauzan Asmara & Associates, Inc.

  31. The 4th Characteristic of Services • Intangibility ‘manage the evidence` ‘tangibilize the intangible` (Levitt) Place, atmosphere, people, equipment, physical facilities • Inseparability terjual ---> diproduksidandikonsumsi secarabersamaan JasamenjualPROSES Peranan SDM sangat crucial Investasidalamhalrekruitmentdanpengembangan SDM Fauzan Asmara & Associates, Inc.

  32. Perishability (tidaktahan lama) - Initiating price cut - Additional Value - Part timer - Reservation - Reducing idle capacity • Variability Non-standardized out-put depend on Who? When? Where? Tight Quality Control Through S O P (Standard Operating Procedure) Fauzan Asmara & Associates, Inc.

  33. COMPANY CUSTOMERS COMPETITORS MARKETING SYSTEM CORE COMPONENTS COMPANY'S ORIENTATION TO MARKETING Fauzan Asmara & Associates, Inc.

  34. COMPANY CUSTOMERS COMPETITORS Marketing is how to control quality, price, promotion and distribution of company’s product Product oriented Production oriented Selling oriented Fauzan Asmara & Associates, Inc.

  35. COMPANY CUSTOMERS COMPETITORS Marketing is how to satisfy customers’s needs Marketing oriented Socio marketing oriented Fauzan Asmara & Associates, Inc.

  36. COMPANY CUSTOMERS COMPETITORS Marketing is how to control competition by leading the market Market oriented Fauzan Asmara & Associates, Inc.

  37. COMPANY CUSTOMERS COMPETITORS Marketing is how to balance between internal and external needs Strategic oriented Fauzan Asmara & Associates, Inc.

  38. BUSINESS ENDS The Production oriented efficiency The Product oriented quality The Selling oriented sales volume The Marketing oriented customer satisfaction Socio Marketing oriented c.s. & community devlp The Market oriented market leader The Strategic oriented competitive advantage Fauzan Asmara & Associates, Inc.

  39. Customer focus Fauzan Asmara & Associates, Inc.

  40. CUSTOMER FOCUS • Establishing service performance standards • Measuring performance again benchmarks • Recognizing and rewarding exemplary behavior • Maintaining enthusiasm for the customer at all times Fauzan Asmara & Associates, Inc.

  41. PRODUCT YESTERDAY Product Oriented Finance Production Human R Marketing Yesterday was past Fauzan Asmara & Associates, Inc.

  42. Human Resource Finance Production TOMORROW Marketing Oriented Marketing Customer Fauzan Asmara & Associates, Inc.

  43. winning customers and outperforming competitors The Question is the only answer is How to gain winning customers and outperforming competitors? Fauzan Asmara & Associates, Inc.

  44. Market engineering Is not just building products, but how to build customers through create customers’ value How do customers make their choice? customers are value maximizers Fauzan Asmara & Associates, Inc.

  45. CUSTOMER VALUE • Product Value • Service Value • Personal Value • Image Value • Monetary Cost • Time Cost • Energy Cost • Mind Cost Total Customer value Total Customer delivered value Total Customer cost Fauzan Asmara & Associates, Inc.

  46. Total Customer Value Product Service Personal Image Fauzan Asmara & Associates, Inc.

  47. Product Features Performance Conformity Durability Reliability Reparability Style Design, ect. Fauzan Asmara & Associates, Inc.

  48. Service Ordering easy Delivery Customer training Customer consulting Maintenance & Repair Installation Guarantee After sales service, ect. Fauzan Asmara & Associates, Inc.

  49. Personal • Caring • Observant • Mindful • Friendly • Obliging • Responsiveness • Tactful • Responsible Visual Image Gesture Movement Militant Body posture Intimacy Courtesy Facial Expression Fauzan Asmara & Associates, Inc.

  50. Image Symbol Media Atmosphere Event Fauzan Asmara & Associates, Inc.

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