I s anything that can be offered to consumer (market)

1. Product Is anything that can be offered to consumer (market) for attention, aquisition, use or consumption that may satisfy need(s), want(s), taste(s) - P. Kotler - Nature of Product (NOP) • Durability • Tangibility • Level of Product • Product Classification • Product Life Cycle Produk/MM-P.Kotler Ch. 17/RP - 1

2. Potential Product Augmented Product Expected Product Generic Product CORE BENEFIT LEVEL OF PRODUCT Produk/MM-P.Kotler Ch. 17/RP - 2

3. Product Classification Based on Who will use/consume it : • Consumer Product(s) • Organizational Product(s) Consumer Product(s) : Based on Buying Behavior : • Convenience Goods Based on Buying Situation : • Shopping Goods • Staple Goods • Specialty Goods • Emergency Goods • Unsought Goods • Impulse Goods Produk/MM-P.Kotler Ch. 17/RP - 3

4. Organizational Product(s) Based on How it is Used : Entering Goods : • Raw Materials : - Farm Products - Natural Products • Mftd. Materials & Parts : - Component Materials - Component Parts Foundation Goods : • Instalation : - Land & Buildings - Major Fixed Equipments • Accessories : - Portable Equipments & Tools - Office Equipments Facilitating Goods : • Supplies : - Operasional Supplies - Repair & Maintenance Supplies • Business Services : - Repair & Maintenance Services - Business Consultation Services Produk/MM-P.Kotler Ch. 17/RP - 4

5. PRODUCT MIX Also called Product Assortment, is the set of all product lines and items that a particular seller offers for sale to buyers PRODUCT WIDTH refers to how many different product line the company carries PRODUCT DEPTH refers to how many variants are offered of each product in the line PRODUCT LENGTH refers to the total number of items in its product mix PRODUCT CONSISTENCY refers to how closely related the various product lines are in • End Use • Production Requirements • Distribution Channels, or some other way Produk/MM-P.Kotler Ch. 17/RP - 5

6. Product Line Policy Upper Market Downward Stretch Middle Market Initially many companies are serving the upper end of the market, and subsequently stretch their line downward to a lower market. Reasons : Lower Market • As a counterattack in response toward lower end competitors’ attack • Higher end market getting slower growth • Intended to rolled downward, after establishment in higher end market • To plug a market hole in lower end that would otherwise attract new competitors Risks : • Cannibalize higher end items • Provoke competitors to counteract by moving into higher end • Company’s dealers may not willing to handle the lower end due to less profit • If not managed well, may pull down company’s/product’s image SEIKO ALBA in Asia; PULSAR in the US SONY AIWA DONNA KARAN DKNY Produk/MM-P.Kotler Ch. 17/RP - 6

7. Upper Market Lower Market Product Line Policy (cont’d) Upper Market Upward Stretch Middle Market Companies in the lower end market might contemplate entering the higher end Lower Market Reasons : • As response toward downward stretch attack • Attracted by higher growth rate, higher margin • A chance to position themselves as full-line manufacturers Risks : • Attract higher end competitors to do downward stretch • Higher end market may not believe the product quality • Company’s sales reps. & dealers may lack capability to serve higher end market Two-Way Stretch Companies in the middle market may decide to stretch their line both directions Middle Market Produk/MM-P.Kotler Ch. 17/RP - 7

8. Definisi : Adalah suatu tindakan atau kegiatan yang dapat ditawarkan oleh satu pihak kepada pihak lain, yang pada intinya tidak berwujud dan tidak dapat dimiliki, tetapi dapat dirasakan dan dinikmati. - Philip Kotler - LAYANAN • Suatu tindakan atau kegiatan. • Pemasaran, Operasi dan Sumber Daya Manusia lebih terjalin erat. • Pelanggan secara fisik dihadapkan pada Operasi Layanan dan berintegrasi dengan karyawan. • Pembeli produk layanan, sering-kali harus datang ke “pabrik” dan berpartisipasi aktif dalam proses penyampaian dan konsumsinya Pemasaran Layanan/MM-P.Kotler-Ch. 18/RP - 01

9. People Based Sentral Equipment Based LAYANAN Suplementer Pemasaran Layanan/MM-P.Kotler-Ch. 18/RP - 02

10. Perbedaan Pemasaran Layanan dan Produk • Nature of Product • Keterlibatan pelanggan dalam proses produksi, lebih besar • Orang sebagai bagian dari produk • Lebih sukar dalam mempertahankan standar kendali mutu • Pelanggan lebih sukar untuk mengevaluasi • Tidak ada inventori • Faktor waktu, memiliki kepentingan relatif • Sifat dan struktur saluran distribusi Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 1/RP - 04

11. Manajemen External (Traditional) Marketing Internal Marketing The Moment of Truth Karyawan Pelanggan Interactive Marketing KONSEP PEMASARAN LAYANAN • Menciptakan prasyarat untuk memberikan janji kepada pelanggan • Menciptakan harapan dengan memberikan janji kepada pelanggan • Tanggung jawab utama pada manajerdan penyelia • Tanggung jawab utama pada pemasar • Keinginan pribadi • Pengalaman masa lalu • Citra • “ Word-of-mouth” • Teknologi • Harga • Lingkungan fisik • Karyawan lini depan • Sistem dan prosedur • Memegang janji kepada pelanggan • Tanggung jawab utama kepada karyawan operasi Cust. Driven Co./R.C.Whiteley-Cust. Tool Kit/EA/RP -05

12. Use of Technology 2 Distinctive Features of Services • Service is a process or a performance. • Customers are involved, to greater or lesser degree, in the service production process. Concept of the Service Encounter : “ a period of time during which a consumer interacts directly with a service” - Shostack - “ dyadic interactions between a customer and service provider” - Surprenant & Solomon - Many service-quality-problems revolve around unsatisfactory incidents between customers and contact employees To minimize Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 3/RP - 06

13. People Processing When customers seek some service in which the process consists of tangible actions directed at their physical person and therefore requires their physical presence throughout service delivery. • Possession Processing When customers ask a service organization to provide tangible actions not to themselves but rather to their possession. • Mental Stimulus Processing It embraces a group of services that consist of intangible actions directed at customer’s minds and thus require their mental (but not necessarily physical) participation throughout service delivery. • Information Processing Consist of intangible actions presented to customers either face to face or transformed into physical form through letters, reports, tapes etc. (Financial services, law, education, news, weather forecast etc.) 4 Types of Core Service Processes Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 3/RP - 07

14. Customer A Service A Service B Customer B The Service Business as a System Service Operation System Physical support Technical core Contact personnel Not visible to customer Direct interactions Secondary interactions Source : Adapted from Eric Langeard, John E. G. Bateson, Christopher H. Lovelock, and Pierre Eiglier, Services Marketing : New Insights from Consumers and Mangers (Cambrige, Mass.: Marketing Science Institute, 1981). Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 3/RP - 08