BAB XIII KONSEP PEMASARAN INTI (Core marketing Concepts). Tradiionally: A market was a physical place where buyers and sellers gathered to exchange goods ( Philip Kotler) Market is a group of sellers and buyers who are willing to exchange goods and servicers. ( McCarthy and Perreault). Needs
(Core marketing Concepts)
Tradiionally: A market was a physical place where buyers and sellers gathered to exchange goods (Philip Kotler)
Market is a group of sellers and buyers who are willing to exchange goods and servicers. (McCarthy and Perreault)
Economists: A market as a collection of buyers and sellers who transact over a particular product class.
Businesspeople: use the term market to cover various grouping of customers.
A market is the set of actual and potential buyers of product
Needs are the basic human requirements
The needs become wants when they are directed to specific objects that might safisty the need.
Demands are wants for specific product backed by an ability to pay
Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
Value as a ratio between what the customer gets and what he gives.
Value can be seen as primarily a combination of quality, service, and price (QSP)
Involves three activities:
Markets are not
A company cannot
Connect with all
Customers in large, broad,
Or diverse market.
Customers vary on many dimensions and often can be grouped according to one or more characteristics.
WHAT IS A MARKET
A company needs to identify which market segments it can serve effectivey
A market segment consists of a group of customers who share a similar set of wants.
A marketer does not create the segment, the marketer’s task is to identify the segment and decide which one (s) to target.
Bases for segmenting consumer markets
Geographic, Demographic, psychographic, Behavioral
SEGMENTING BUSINESS MARKETS
Bases for segmenting business markets
Demographic, Operating, variables, Purchasing approach, Situational factors, Personal characteristic.
EVALUATING AND SELECTING THE MARKET SEGMENT
The firm must look at two factors:
The segment’s overall attractiveness.
The company’s objectives and resources.
All marketing strategy is buil on STP –
What is Positioning?
No company can win if its
Products and offerings
Resemble every other
Product and offering.
Kotler & Keller
Positioning start with a product.
A piece of merchandise, a service, a company, an institution, or even a person….But positioning is not what you do to a product.
Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
Positioning as the strategy to lead your customer credibly.
Positioning menjadi penentu eksistensi merek,produk dan perusahaan di benak pelanggan.
Positioning adalah reason for being bagi merek, produk, dan perusahaan.
Positioning haruslah bersifat unik, sehingga dapat dengan mudah mendefernsiasikan diri dari para pesaing.
Positioning harus berkelanjutan dan selalu relevan dengan berbagai perubahan dalam lingkungan bisnis.
Positioning harus dipersepsi secara positif oleh pelanggan dan menjadi reason to buy.
Positioning harus mencerminkan kekuatan dan keunggulan kompetitif.
Membangun Positioning yang tepat.
Membangun Positioning yang tepat.
The result positioning is the successful creation of a “customer-focused value proposition”, a cogent reason why the target market should buy the product.
Several different positioning
Use or application positioning
Proudct category positioning
Quality or price positioning
Apa yang disukai oleh konsumen, atau sesuatu yang penting di mata konsumen.
Harus unik dan jelas beda dengan pesaing.
Harus didukung oleh produk atau perusahaan itu sendiri
Hal-hal yang perlu dipertimbangkan dalam membuat positioning
Communicating the product or
A marketing plan should
Include a positioning
Once the company has developed a clear positioning statement, it must communicate that positioning effectively through all the elements of the marketing mix.