Chapter 15

1. Chapter 15 Designing Pricing Strategies and Programs Marketing Management Tenth Edition Philip Kotler

2. Harga: Jumlah uang yang ditagihkan untuk suatu produk atau jasa, jumlah nilai yang dipertukarkan konsumen untuk manfaat memiliki atau menggunakan produk / jasa

3. 2. Determining demand 3. Estimating costs 4. Analyzing competitors’ costs, prices, and offers 5. Selecting a pricing method 6. Selecting final price Setting Pricing Policy 1. Selecting the pricing objective

4. Types of Costs Fixed Costs (Overhead) Costs that don’t vary with sales or production levels. Executive Salaries Rent Variable Costs Costs that do vary directly with the level of production. Raw materials • Total Costs • Sum of the Fixed and Variable Costs for a Given • Level of Production

5. Low Price No possible profit at this price High Price No possible demand at this price The Three C’s Modelfor Price Setting Costs Competitors’ prices and prices of substitutes Customers’ assessment of unique product features

6. Penetapan pricing method • Penetapanhargasecaraumumberdasarkan • Biaya (cost plus dantitikimpas) • Nilai • Persaingan

7. Beberapa startegi penetapan harga • Strategipenetapanhargaprodukbaru • Untukmerauppasar (skimming price) • Untukpeneterasipasar (peneteration price) • Strategipenetapanhargabauranproduk • Strategipenyesuaianharga

8. Hold our price at present level; continue to watch competitor’s price No No No Yes Is the price likely to significantly hurt our sales? Is it likely to be a permanent price cut? How much has his price been cut? Yes Yes By less than 2% Include a cents-off coupon for the next purchase By 2-4% Drop price by half of the competitor’s price cut By more than 4% Drop price to competitor’s price Price-Reaction Program for Meeting a Competitor’s Price Cut Has competitor cut his price?

9. Chapter 16 Selecting and Managing Marketing Channels Marketing Management Tenth Edition Philip Kotler

10. Saluran distribusi : Suatu perangkat organisasi yang saling tergantung dalam menyediakan satu produk atau jasa untuk digunakan atau dikonsumsi oleh konsumen atau pengguna bisnis

11. How a Distributor Reduces theNumber of Channel Transactions 1 2 3 4 A. Number of contacts without a distributor M x C = 3 X 3 = 9 5 6 7 8 9 = Manufacturer = Customer

12. How a Distributor Reduces theNumber of Channel Transactions 1 B. Number of contacts with a distributor M x C = 3 + 3 = 6 4 Store 2 5 6 3 = Manufacturer = Distributor = Customer

13. Distribution Channel Functions Information Transfer Communication Payments Negotiation Physical Distribution Ordering Risk Taking Financing

14. Manufacturer Consumer 0-level channel Manufacturer Retailer Consumer 1-level channel  Mfg Wholesaler Retailer Consumer 2-level channel   Mfg Wholesaler Jobber Retailer Consumer 3-level channel     Consumer Marketing Channels

15. Wholesaler Retailer Consumer Consumer Conventional Distribution Channel vs. Vertical Marketing Systems Vertical marketing channel Conventional marketing channel Manufacturer Manufacturer Wholesaler Retailer

16. Chapter 17 Managing Retailing, Wholesaling, and Market Logistics Marketing Management Tenth Edition Philip Kotler

17. Retailing : Semuaaktivitasygdilakukanuntukmenjualbarangataujasalangsungkepadakonsumenakhirbagipengguanpribadidanbukanuntukbisnis

18. Four Levels of Retail Service • Self-service • Self-selection • Limited-service • Full-service

19. Classification Of Retailer Types Narrow Product Line, Deep Assortment ex: toko bunga Wide Variety of Product Lines i.e. Clothing, Home Furnishings & Household ex: metro Wide Variety of Food, Laundry, & Household Products ex: super indo Limited Line of High-Turnover Convenience Goods ex: circle K Broad Product Line, Low Margin, High Volume ex: makro Inexpensive, Overruns, Irregulars, and Leftover Goods ex: factory outlet Large Assortment of Routinely Purchased Food & Nonfood Products, Services ex: giant Store Type Length and Breadth of Product Assortment Specialty Stores Department Stores Supermarkets Convenience Stores Discount Stores Off-Price Retailer Superstores

20. Types of NonStore Retailing Direct Selling Ex: door to door Direct Marketing Ex:by phone NonStore Retailing Accounts for More Than 12% of All Consumer Purchases, and is trending up. Automatic Vending Ex: mesin penjual rokok Buying Services

21. Wholesaling : Semuaaktivitas yang dilakukandalammenjualbrgdanjasakpdmerekaygmembeliuntukdijuallagiataudigunkandlmbisnis

22. Why are Wholesalers Used? Wholesaler Functions Selling and Promoting Management Services & Advice Market Information Buying and Assortment Building Bulk Breaking Risk Bearing Financing Warehousing Transporting

23. Chapter 18 Designing and Managing Integrated Marketing Communications Marketing Management Tenth Edition Philip Kotler

24. Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Effective Communications Awareness Knowledge Liking Preference Conviction Purchase

25. Step 3. Designing the Message Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity

26. Step 4. Select Communications Channel Step 5. Establish the Budget Personal Communication Channels Nonpersonal Communication Channels

27. Step 6. Decide on Communications Mix Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Sales Promotion Protect and/or Promote Company’s Image/products. Public Relations Personal Presentations. Direct Communications With Individuals to Obtain an Immediate Response. Direct Marketing Advertising Personal Selling

28. Step 7. Measure Results Step 8. Manage the IMC Process

29. Chapter 19 Managing Advertising, Sales Promotion and Public Relations Marketing Management Tenth Edition Philip Kotler

30. Periklanan: Segala bentuk penyajian bukan pribadi dan promosi tentang gagasan, barang atau jasa yang dibayar oleh sponsor tertentu

31. Advertising Objectives Informative Advertising Build Primary Demand • Specific Communication Task • Accomplished with a Specific Target Audience • During a Specific Period of Time Persuasive Advertising Build Selective Demand Reminder Advertising Keeps Consumers Thinking About a Product. Comparison Advertising Compares One Brand to Another

32. Profiles of Major Media Types Newspapers Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; poor reproduction quality; small pass-along audience Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity Direct Mail Advantages: Audience selectivity; flexibility, no ad compe- tition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image

33. Profiles of Major Media Types Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences Magazines Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations

34. Typical Message Execution Styles Advertising StrategyMessage Execution Testimonial Evidence Slice of Life Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. Lifestyle Scientific Evidence Fantasy Technical Expertise Mood or Image Personality Symbol Musical

35. Why the increase in Sales Promotion? • Growing retailer power • Declining brand loyalty • Increased promotional sensitivity • Brand proliferation • Fragmentation of consumer market • Short-term focus • Increased managerial accountability • Competition • Clutter

36. Trade Promotions Push RETAILER Consumer Promotions Pull Retail Promotions Push CONSUMER Channels of Sales Promotions MANUFACTURER

37. Samples Advertising Specialties Coupons Patronage Rewards Patronage Rewards Cash Refunds Contests Price Packs Sweepstakes Premiums Games Point-of-Purchase Displays Consumer Promotion Consumer-Promotion Objectives Consumer-Promotion Tools Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building

38. Price-Offs Premiums Allowances Patronage Rewards Displays Buy-Back Guarantees Discounts Push Money Free Goods Specialty Advertising Items Contests Trade Promotions Trade-Promotion Tools Trade-Promotion Objectives Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers

39. Conventions Trade Shows Sales Contests Business-to-Business Promotion Business-Promotion Objectives Business-Promotion Tools Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople

40. Major Public Relations Tools Web Site News Public Service Activities Speeches Corporate Identity Materials Special Events Audiovisual Materials Written Materials