Presentation Transcript

1. Puspita Kencana Sari S.Kom, M.T.I pkencana2011@gmail.com 081510365085

   Business of Information (BOI)

   Week #4
2. Aturan Kelas Ketidak hadiran maksimal 3x (BUKAN JATAH!!) Toleransi keterlambatan 15 menit. HP di non-aktifkan/ mode-silent KOMPONEN PENILAIAN UTS : 30% UAS : 30% Tugas : 40% Bonus: 10% (Quiz, Partisipasi di Kelas)
3. Principles of Marketing
4. What is Marketing? “The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”
5. Concept of Value Benefits : functions of product, emotional statisfaction Costs : sales price, expenditure of the buyer’s time, emotional costs of making purchase decision VALUE
6. Value and utility Utility : ability of a product to satisfy a human want or need Form utility. Marketing has a voice in designing products with features that customers want Time utility. Marketing creates sales agreements that stipulate when products will be delivered to customers Place utility. Marketing creates sales agreements that stipulate where products will be delivered to customers Ownership utility. Marketing arranges for transfering product ownership to customers by setting selling prices, setting terms for customer credit payments, and providing ownership documents
7. Consumer goods Industrial goods Consuming purpose Appealing purpose Consumer markets Industrial markets
8. Strategy: Marketing Mix Product. Begins with product to fill consumer’s need or want. Considering the factor of change – changing technology, changing wants and needs of consumers, and changing economic condition Pricing Selecting the best price at which to sell it Finding a profitable middle ground between costs and price competion Place (Distribution) Placing a product in the proper outlet for getting the product form producer to the consumer Promotion Techniques for communicating information about products.
9. Strategy: Extended (Service) Marketing Mix People Recruiting the right staff and training them appropriately in the delivery of their service Consumers make judgments and deliver perceptions of the service based on the employees they interact with Process Refers to the systems used to assist the organizationin delivering the service What was the process that allowed you to obtain an efficient service delivery? Physical Evidence consumers will make perceptions based on their sight of the service provision
10. Information Marketing “is the compilation of specific need fulfilling information packaged in a marketable form to benefit those seeking solutions to their needs”
11. Market Segmentation Dividing a merket into categories of customer types or “segments” that share some common traits that affect their purchasing decisions 3 variables of segmentations Geographic variables: home Demographic variables: age, education, income, religion, sex, etc Psychographic variables: lifestyles, interests, attitudes
12. Understanding Consumer Behavior Define the decision process by which people buy and consume products Influences of consumer behavior Psychological : an individual motivations, perceptions, ability to learn, and attitudes Personal : lifestyle, personality, economic status Social : family, opinion leaders, reference groups (friends, co-workers, professional associates) Cultural : culture, sub-culture, social class
13. Cunsomer Buying Process
14. Organizational Markets Industrial Market Business that buy goods to be converted into other products or that are used up during production Reseller Market Intermediaries, including wholesalers and retailers, that bus and resell finished goods Government and Institutional Market Government and nongovernmental organization that also use supplies and equipment as well as legal, accounting, and transportation services
15. Organizational Buying Behavior Differences in Buyers Organizational buyers are professional that trained in methods for negotiating purchase terms, arrange formal contracts Indutrial buyers are company specialists in a line of items Industrial buyers are often experts about the products they buy Differences in the Buyer-Seller Relationship Involve frequent and enduring buyer-seller relationship Long-term relationship, may form a design team to create products to benefit both parties.
16. Product Life Cycle A series of stage through which it passes during its commercial life
17. International Marketing Mix International Products Some products can be sold abroad with virtually no changes, some of them require a major redesign for buyers in foreign markets International Pricing Consider the higher costs of transporting and selling products abroad International Distribution Avoid time delays by buying existing business with already-established distribution and marketing networks International Promotion Aware of cultural differences that can cause negative reactions to improperly advertised products
18. Small Business and the Marketing Mix Small-business products Many fail to estimate realistic market potential, and some offer new products before they have clear pictures of their target segments Small-business pricing Pricing error usually result from a failure to estimate operating expenses accurately Small-business distribution A smaller company may be able to address customer’s needs more quickly and efficiently with an added personal touch Small-business promotion Some hold down costs by using less expensive promotional methods
19. Pricing, Distributing, and Promoting Products
20. Determining Prices Pricing  determining what the customer pays and the seller receives in exchange for a product
21. Pricing Strategies Pricing Existing Products Above – below – at or near market price Pricing New Products Price skimming  an initial high price Penetration pricing  an initial low price Pricing for Online Business Fixed price Dynamic price  auction
22. Distribution Mix Channel 1 : Direct Distribution Producer  End user Channel 2 : Retail Distribution Producer  Retailer  End user Channel 3 : Wholesale Distribution Producer  wholesaler  Retailer  End user Channel 4 : Distribution by agents or brokers Producer  agent/broker  end user
23. Online Distribution with E-Intermediaries E-intermediaries : internet-based channel members who collect information about sellers and present it to consumers and/or help deliver Internet products to buyers Two types e-intermediaries: Shopping agents (e-agents) : gather, sort, and present accurate information to help Internet consumers compare Web sites, stores, prices, and product features E-retaillers : allows sellers to inform, sell to, and distribute to consumers via the web
24. Electronic Retailing E-catalogs Use online displays of products to give millions of retail and business customers instant access to product information E-storefronts and Cybermalls E-storefronts (virtual storefront) : Consumer collect information about products and buying opportunities, place orders, and pay for purchases Cybermalls : collection of virtual storefront Interactive and Video marketing Allows customer service that allows customers to enter a live chat room with a service operator who can answer their specific product questions
25. TUGAS KELOMPOK 2
26. Deskripsi Setiap kelompok terdiri atas 4-5 orang Makalah Studi Kasus Bisnis Informasi, ketentuan: Pilih salah satu bisnis informasi yang ada saat ini (konvensional / digital) Kertas A4, Font Times New Roman 12 pt spasi 1,5 Hardcopy, dikumpul tgl 4 Oktober 2011 Siapkan untuk presentasi!
27. Deskripsi Kaji bisnis informasi tersebut, meliputi: Siapa yang menjalankan? Siapa target customer? Produk apa yang dijual? Sejak kapan bisnis tersebut berjalan? Bagaimana bisnis tersebut mendapatkan pendapatan? Siapa pesaingnya dan bagaimana strategi persaingan yang dijalankan oleh bisnis tersebut? Bagaimana proses operasi yang dijalankan? Menurut kelompok Anda, apa kelebihan dan kekurangan dari bisnis tersebut? Bagaimana cara mengatasi kekurangan tersebut?