1-konsep-dasar-pemasaran

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KONSEP DASAR
PEMASARAN
MUSTHOFA HADI, SE
[email protected]
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MARKET (pasar)
WHAT DOES IT MEAN?
KONTEKS FISIK,- tempat terjadinya
transaksi.
KONTEKS PELANGGAN
POTENSIAL,- sekelomp. Individu yang
mau dan mampu bertransaksi.
KONTEKS DIGITAL,- dimensi/ruang
dimana terjadi transaksi.
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HOW IT DIFFERENT?
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EVOLUSI PERAN PEMASARAN
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MARKETING
KONSEP PENERAPAN PEMASARAN
Konsep Produksi
Konsep Produk
Konsep Penjualan
Konsep Pemasaran
Konsep Pemasaran Berwawasan
Sosial
Konsep Customer
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MARKETING
PROSES MANAJEMEN PEMASARAN
Analisis Peluang Pasar
Analisis & Penentuan Target Pasar
Merancang Srategi Pemasaran
Merancang Program Pemasaran
Mengorganisir & Melaksanakan
Kegiatan (kebijakan) Pemasaran
Mengawasi &/ mengevaluasi Kegiatan
(kebijakan) Pemasaran
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FRAME-WORK PEMASARAN MODERN
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MARKETING
KONSEP PENERAPAN PEMASARAN
4 P Concept
Product
4 C Concept
Customer Solutions
Price
Customer Cost
Promotion
Communication
with Customer
Place
Customers’
Convenience
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MARKETING DIFFERENCES
Old Economy New Economy
Organized by product unit à by customer segments
and satisfaction
Fokus pada pencapaian transaksi à CLV
yang menguntungkan
Tolok ukur : Finansial à finansial dan marketing
Marketing does marketing à Everyone does marketing
Kekuatan merk dibangun dari à by performance
advertising
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MARKETING
HOW BUSINESS ARE CHANGING?
Customer today
Company today
Harapan semakin tinggi
Persaingan makin tajam
Info semakin lengkap
à makin kritis
Margin laba makin turun
Loyalitas rendah
Tuntutan dan orientasi
sosial meningkat
Sensitifitas terhadap
harga meningkat
Trend kekuatan
informasi meningkat
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MARKETING
SOLUSI MENGHADAPI PERUBAHAN
Marketer
Company
Customer relationship
management
Re-engineering
Target marketing
Benchmarking
Everyone does
marketing
Outsourcing
Customization
Integrated
communication system
E- Commerce
Alliance
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MARKETING
KONSEP 4C DINAMIKA BISNIS
4 Diamond
Customer –they build the market.
Competitor –they play on the market.
Change –always happen on the market.
Company –just one of player on the market.
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Thank You
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