Prinsip Prinsip Management

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					Prinsip –prinsip dasar
      pemasaran
    Ridwan Iskandar SE




                         1
         MARKETING
         Prinsip –prinsip dasar pemasaran
1. Konsep Pemasaran
2. Orientasi konsumen
3. Pemuasaan kebutuhan dan keinginan
   konsumnen
4. Nilai dan Proses Pertukaran
5. Segmentasi Pasar
6. Siklus kehidupan produk
7. Bauran Pemasaran

Alastair M. Morrison Hospitality and Travel Marketing New York, Delmar
                                                                         2
Publisher Inc
MARKETING
KONSEP PENERAPAN PEMASARAN

→ Konsep Produk
→ Konsep Produksi / Operation
→ Konsep Penjualan
→ Konsep Pemasaran
→ Konsep Pemasaran Berwawasan
  Sosial
→ Konsep Customer
    Manajemen Pemasaran, Edisi Milenium, Philip Kotler
    2000


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MARKETING
EVOLUSI PERAN PEMASARAN TERHADAP
CUSTOMER




                                   4
                                       4
MARKETING
EVOLUSI PERAN PEMASARAN TERHADAP
CUSTOMER




      Manajemen Pemasaran Edisi Milenium, Philip Kotler   5

      2000
  MARKETING
  CORE CONCET MARKETING
 Need,        Product                      Value,
 want &        (good,                     cost and
             services &
demand          idea)
                                         satisfaction



                                          Exchange &
             Relationships
Markets       & networks                  transaction




Marketers    Manajemen Pemasaran,
   and       Edisi Milenium, Philip Kotler 2000
prospects                                               6
  Marketing concept philosophies.
Decisions       when the marketing                   when the
                 concept is applied             marketing concept
                                                  is not applied
Menu            s
            Let’conduct focus group              Let’
                                                “ s add two steaks to
design      interviews using our current and                  s
                                                the menu; that’what I
            target market customers to          like to eat.”
            determine which potential new
            menu items we should add to
            our menu.
Pricing     “How do you think our guests         Let’
                                                “ s increase the price
            will perceive the price value of                      s
                                                by 5 percent; that’
            our new weekend package if we       what we did last year.”
            increase the price by 5 percent?”
Guest        We       t
            “ don’have any rooms with a “                 t
                                                We don’ have any
requests    king bed available at this time, rooms with a king bed
                                                       ll
            but I can have one ready for you left. You’ have to take
            in 30 minutes. Can I have the bell a room with two double
            staff check your bags until then?” beds.”             7
Marketing concept philosophies.
Decision           when the marketing                 when the marketing
                    concept is applied               concept is not applied

Guest         I’
             “m very sorry that you had to            I’
                                                     “m sorry you had to wait,
service      wait 20 minutes for your                but we were short-
             breakfast this morning. May I           handed today. One of the
             offer you a complimentary               servers called in sick.”
             breakfast today, or would you
             like the credit applied toward
             your breakfast tomorrow?”

Reactions    “                           ll
              That is a very good idea. I’talk         “              t
                                                        Your idea isn’feasible,
to           about it at our staff meeting                             s
                                                       and besides, it’against
negative     tomorrow and see if we can use            our policy.”
guest        your suggestion to improve
comments     service. Thanks for suggesting
             that.”
                                                                            8
Hospitality Marketing Management, Robert D. Reid & David C. Boianic. 2006
        Segmentasi Pasar
Tidak semua orang dapat menjadi
 prospek, betapa pun bagus dan hebatnya
 produk Anda.
Produk yang baik harus memenuhi
 program segmentasi yang memadai &
 tentu saja harus cukup menguntungkan.

                                      9
Manfaat Segmentasi
  Mendesain produk yang lebih responsif
   terhadap kebutuhan pasar.
  Menganalisis pasar.
  Menemukan peluang.
  Menguasai posisi superior & kompetitif.
  Menentukan strategi promosi yang efektif
   & efisien.

Syarat Segmentasi yang baik
   Segmen itu cukup besar.
   Punya daya belinya.
   Dapat dibedakan dengan segmen lainnya.
   Apakah sudah ada pesaing yang menguasai
    segmen itu?
   Dapat dijangkau.
   Sumber daya perusahaan memadai.
                                              10
    MARKET SEGMENTATION: VARIABLES
Psychographic
Segmentation:
                        Demographic
 Personality
 By
                        Segmentation:
 Lifestyle
 By
                         Age
                         By
 Social Class
 By
                         Gender
                         By
Geographic              Income
                         By
Segmentation:            Education Level
                         By
 Nations
 By                      Religion/Race
                         By
 Regions
 By                      Nationality
                         By
 States
 By              Behavioral Segmentation:
 Cities
 By               Usage Pattern
                  By
 Localities
 By               Occasion
                  By
                  Loyalty Factor
                  By
                  Attitude Towards The
                  By
                                             11
                 Product
product life cycle




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                     12
  KARAKTERISTIK PEMASARAN - PLC

               Perkenalan          Pertumbuhan          Kedewasaan         Kemunduran

 Tujuan     Mengembangkan Memaksimumkan               Memaksimumkan      Mengurangi
            kesadaran dan pangsa pasar                laba sambil        pengeluaran dan
            percobaan                                 mempertahankan     memanen produk
            produk                                    pangsa pasar
 Produk     Menawarkan           Menawarkan           Diversifikasi      Fase pengeluaran
            produk dasar         tambahan jasa                           produk yang lemah

  Harga     Memakai biaya        Harga penetrasi      Harga persaingan   Memotong harga
            lebih
Distribusi Distribusi selektif   Distrbusi intensif   Distribusi lebih   Fase sortir channel
 / tempat                                             intensif           yang tidak
                                                                         produktif

Promosi     Membangun            Membangun            Keberanian         Mengurangi atau
            kesadaran            kesadaran dan        berubah merk       fase sortir pilihan
            produk               kepentingan                             promosi yang tidak
                                                                         efektif dan efisien
                                                                                         13
Bauran      pemasaran           adalah        sebagai
seperangkat variabel pemasaran, yang dapat
dikendalikan dan dipadukan perusahaan untuk
menghasilkan tanggapan yang diinginkan di
dalam pasar sasaran.
         Kottler dan Arm Strong (1997: 47),


                          4 variable bauran
                              pemasaran :

                     produk, harga, distribusi
                              dan promosi               14
Bauran
Pemasaran
diantara
konsumen
dan faktor -
faktor lainnya




                 Hospitality Marketing Management, Robert D. Reid & David C. Boianic.
                 2006                                                            15
Terima kasih …




                 16

				
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