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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

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BAB XIII KONSEP PEMASARAN INTI (Core marketing Concepts)

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Bab xiii konsep pemasaran inti core marketing concepts

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

Wants,

Demands

MARKET (PASAR)

Market

Product

Core

Marketing Concepts

Exchange,

Transaction

And Relationships

Value,

Satisfaction

And Quality

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.

(Philip Kotler).

Marketer:

A market is the set of actual and potential buyers of product

MARKET (PASAR)


Bab xiii konsep pemasaran inti core marketing concepts

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

Product

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)

MARKET

SEGMENTATION,

TARGETING,

POSITIONING

Mass marketing

Micromarketing

Segments

Niches

Local areas

Individuals

Target marketing

Involves three activities:

Market segmentation

Market targeting

Market psoitioning


Bab xiii konsep pemasaran inti core marketing concepts

MARKET

SEGMENTATION

Markets are not

Homogeneous

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

SEGMENT ?

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.

SEGMENTING CONSUMER

Bases for segmenting consumer markets

Geographic, Demographic, psychographic, Behavioral


Bab xiii konsep pemasaran inti core marketing concepts

SEGMENTING BUSINESS MARKETS

Bases for segmenting business markets

Demographic, Operating, variables, Purchasing approach, Situational factors, Personal characteristic.

KALAU SUDAH

DISEGMENTASIKAN

TERUS ?

EVALUATING AND SELECTING THE MARKET SEGMENT

The firm must look at two factors:

The segment’s overall attractiveness.

The company’s objectives and resources.

Measurable

Substantial

Accessible

Differentiable

Actionable

Effective Segmentation

Criteria

MARKET

POSITIONING

All marketing strategy is buil on STP –

Segmentation, targeting,

And Positioning.

What is Positioning?


Bab xiii konsep pemasaran inti core marketing concepts

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.

(Kotler)

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.

Hermawan Kertajaya


Bab xiii konsep pemasaran inti core marketing concepts

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

Possibilities

Attribute positioning

Benefit positioning

Use or application positioning

User positioning

Proudct category positioning

Quality or price positioning

Hasil Positioning


Bab xiii konsep pemasaran inti core marketing concepts

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

Company’s positioning

A marketing plan should

Include a positioning

statement

Once the company has developed a clear positioning statement, it must communicate that positioning effectively through all the elements of the marketing mix.


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