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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
The Blood and The Temperament

By Toshitaka Nomi

A

B

AB

O

Fauzan Asmara & Associates, Inc.

slide2

A

Disiplin

Prosedural

Dapat dipercaya

ulet

Perfectionis

Setia

Rentan stress

Tertutup

Keras kepala

Sulit kompromi

Fauzan Asmara & Associates, Inc.

slide3

B

Kreatif

Fleksibel

Berani

Banyak ide

Suka kebebasan

Romantis

Pemberontak

Malas

Kurang tuntas

Kurang tg jawab

Berkepribadian ganda

Fauzan Asmara & Associates, Inc.

slide4

AB

Demokratis

Empaty

Terapis

Kompromis

Netral

Ragu-ragu

Gampang terpengaruh

Kurang tegas

Fauzan Asmara & Associates, Inc.

slide5

O

Sombong

Orator

Ambisius

Berani

Fashion

Leader

sexy

Kaya Ide

Kekanak kanaan

Egois

Kejam

Experiencial

Fauzan Asmara & Associates, Inc.

slide6

Fauzan Asmara

N

A

R

A

S

U

M

B

E

R

pendidikan
Pendidikan
  • S1 Ekonomi
  • S2 Magister Manajemen
  • S3Doktor Ilmu Ekonomi
slide8
Hobi
  • Membaca
  • Main Musik
  • Arung Jeram
  • Memancing
  • Suka Bergaul
marketing management

WELL COME

Marketing Management

Amikom, 15 September 2008

Fauzan Asmara & Associates, Inc.

the rise and the fall of m leader

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.

slide11

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.

slide12

COMPETITORS

are becoming more aggressive, innovative, flexible?

Speed !

eroding the advantages of the main players!

To heat up Markets !

Fauzan Asmara & Associates, Inc.

the foundation
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.

slide14

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.

peran pemasaran dlm organisasi webster 1992 1997

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.

proporsi dimensi pemasaran pada tingkatan organisasi

Tingkat Unit Bisnis

Tingkat Operasional

Tingkat Korporat

Pemasaran sebagai Budaya

Pemasaran sebagai Taktik

Pemasaran sebagai Strategi

ProporsiDimensiPemasaranpadaTingkatanOrganisasi

Fauzan Asmara & Associates, Inc.

of pricing policy

BASE ON

OF PRICING POLICY

COST

DEMAND

COMPETITOR

Fauzan Asmara & Associates, Inc.

slide18

PROMOTIONAL MIX

Advertising

Direct Selling

Sales Promotion

Publicity

Marketing Public Relation

Fauzan Asmara & Associates, Inc.

slide19

The Core Concepts of Marketing

NEEDS

WANTS

DEMAND

PRODUCT

VALUE

COST

SATISFACTION

EXCHANGE

TRANSACTION

RELATIONSHIP

Fauzan Asmara & Associates, Inc.

slide20

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.

what is a product

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.

three levels of product

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.

product classifications
Product Classifications

Convenience Product

Shopping Product

Specialty Product

Unsought Product

Fauzan Asmara & Associates, Inc.

individual product decisions

Product

attributes

Branding

Packaging

Product

Support Service

Individual Product Decisions

Labeling

Fauzan Asmara & Associates, Inc.

developing the marketing mix

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.

daur hidup produk
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.

grafik daur hidup produk
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.

slide29

PRODUCT

The 2th ultimate component of product

- Tangible

- Intangible

Fauzan Asmara & Associates, Inc.

product category

PRODUCT CATEGORY

INTANGIBLE

JASA MURNI

JASA UTAMA

CAMPURAN

PRODUK UTAMA

PRODUK MURNI

TANGIBLE

Fauzan Asmara & Associates, Inc.

slide31

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.

slide32
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.

marketing system core components

COMPANY

CUSTOMERS

COMPETITORS

MARKETING SYSTEM CORE COMPONENTS

COMPANY'S ORIENTATION TO MARKETING

Fauzan Asmara & Associates, Inc.

marketing is how to control quality price promotion and distribution of company s product

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.

marketing is how to satisfy customers s needs

COMPANY

CUSTOMERS

COMPETITORS

Marketing is how to satisfy customers’s needs

Marketing oriented

Socio marketing oriented

Fauzan Asmara & Associates, Inc.

marketing is how to control competition by leading the market

COMPANY

CUSTOMERS

COMPETITORS

Marketing is how to control competition by leading the market

Market oriented

Fauzan Asmara & Associates, Inc.

marketing is how to balance between internal and external needs

COMPANY

CUSTOMERS

COMPETITORS

Marketing is how to balance between internal and external needs

Strategic oriented

Fauzan Asmara & Associates, Inc.

business ends
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.

slide39

Customer

focus

Fauzan Asmara & Associates, Inc.

slide40

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.

slide41

PRODUCT

YESTERDAY

Product Oriented

Finance

Production

Human R

Marketing

Yesterday was past

Fauzan Asmara & Associates, Inc.

slide42

Human Resource

Finance

Production

TOMORROW

Marketing Oriented

Marketing

Customer

Fauzan Asmara & Associates, Inc.

the question is

winning customers and

outperforming competitors

The Question is

the only answer is

How to gain winning customers and outperforming competitors?

Fauzan Asmara & Associates, Inc.

slide44

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.

customer value
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.

total customer value
Total Customer Value

Product

Service

Personal

Image

Fauzan Asmara & Associates, Inc.

product
Product

Features

Performance

Conformity

Durability

Reliability

Reparability

Style

Design, ect.

Fauzan Asmara & Associates, Inc.

service
Service

Ordering easy

Delivery

Customer training

Customer consulting

Maintenance & Repair

Installation

Guarantee

After sales service, ect.

Fauzan Asmara & Associates, Inc.

personal
Personal
  • Caring
  • Observant
  • Mindful
  • Friendly
  • Obliging
  • Responsiveness
  • Tactful
  • Responsible

Visual Image

Gesture

Movement

Militant

Body posture

Intimacy

Courtesy

Facial Expression

Fauzan Asmara & Associates, Inc.

image
Image

Symbol

Media

Atmosphere

Event

Fauzan Asmara & Associates, Inc.

satisfaction
SATISFACTION
  • “ is the level of a person’s felt state resulting from comparing a product’s perceived performance in relation to the person’s expectation “

Fauzan Asmara & Associates, Inc.

the level of satisfaction
THE LEVEL OF SATISFACTION

UNANTICIPATED

SERVICE

EXCELLENCE

DESIRED

A

M

A

Z

I

N

G

EXPECTED

BASIC

MINDSET

slide53

Customer-relationship Levels

Basic marketing

Reactive marketing

Accountable marketing

Proactive marketing

Partnership marketing

Fauzan Asmara & Associates, Inc.

customer consumer

Customer ?Consumer?

Why are They so Important to satisfy?

Fauzan Asmara & Associates, Inc.

profit triangle
PROFIT TRIANGLE

internal operation

value creation

PROFIT

COMPETITIVE ADVANTAGE

Fauzan Asmara & Associates, Inc.

total quality marketing
TOTAL QUALITY MARKETING

Quality must be perceived by customers

Quality must be reflected in every company activity

Quality requires total employee commitment

Quality requires high-quality partner

Quality can always be improved

Quality improvement sometimes requires quantum leaps

Quality is necessary but may not be sufficient

A quality drive cannot save a poor product

Fauzan Asmara & Associates, Inc.

marketing planning group assignment
Marketing Planning(Group Assignment)

Executive summary

Current marketing situation

Threats and opportunities analysis

Objectives and Issues

Marketing strategy

Action programs

Budgets

Controls

Fauzan Asmara & Associates, Inc.