Introducing of Marketing &Customer Satisfaction

M. Eko Fitriantoe.fitrianto@ymail.com | @fitrianto2001

Sumber Bacaan

Kotler dan Keller, Prinsip-prinsip Pemasaran, Prentice Hall, 2009 Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003

Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007

Peta Pembelajaran“Manajemen Pemasaran” (Overall)

Needs & Wants

How to know ?

Marketing Research

What should we do ?

Result (Findings)

Environment Analysis

Internal

External

Create Vision& Mision

What Is Our Business ?

Marketing

Goal

What we want to be in the future ?

How to ?

Marketing Tools

Marketing Mix

•Product•Price•Distribution•Promotion

STP•Segmentation•Targeting•Positioning

Value

What? Unique?

Important? Deliver?

Cost?

Suistainble Strategy

Cus. Satisf

Branding

Mark Expan.

Compt Advt.

+ 3P

Start

Peta Pembelajaran“Manajemen Pemasaran” (Introducing)

Marketing

(1) Definition

(3) What is market ?

(2) Need, Wants and Demand

(4) Core marketing Concept ?

(5) Scope of marketing

10 Things we can offer to market

(6) Marketing Concept and Tools

STP

Marketing Mix

(7) Company Orientation to market

Production Product

Selling Marketing

Goods, Service, Place, Information, Experience, Properties, Idea, Event, Organization, Person

IntroducingCharacteristics and Scope of Marketing

Marketing • Marketing is a social and managerial process by which

individuals and groups obtain what they need and want through creating and exchanging products and value with others (Kotler)

Marketing• Proses perencanaan dan pelaksanaan pemikiran, penetapan

harga, promosi dan penyaluran gagasan, barang dan jasa untuk menciptakan pertukaran yang memenuhi sasaran-sasaran individu dan organisasi (AMA-American Marketing Association)

Needs, Wants, and DemandsKebutuhan (Needs)• Tuntutan dasar manusia Makan

Keinginan (Wants)• Hasrat akan pemuas kebutuhan

tertentu Mau makan apa? (Bakso, Sate, Nasi)

Permintaan (Demands)• Keinginan akan suatu produk yang

didukung dengan kemampuan dan kesediaan untuk membelinya Mobil BMW ?

Demand States• Negative demand• No demand• Latent demand• Decline demand• Irreguler Demand• Full demand• Excess demand• Unwholesome demand

Value and

Satis-factio

n

Exchange, Transaction

& Relationship

Markets

Core Marketing Concept

The Scope of Marketing

MarketingTypically seen as the task of creating, promoting, and delivery goods and services to consumer or bussiness

• Places• Properties• Organizations• Information• Ideas• Goods• Services• Experiences• Events• Persons

Concept

SegmentationTargetingPositioning

Marketing Concepts And Tools

Marketing Mix

Marketing Mix Strategy

Marketing Concepts And Tools

• Relationships and Networks– Relationship marketing– Marketing network

• Marketing Channels• Supply Chain• Competition– Brand competition– Industry competition– Form competition– Generic competition

Company Orientations Toward the Marketplace

Company orientati

on

Pemasaran Jasa dalam konteksPemasaran Relasional

• Orientasi ke Pasar– Selling (jangka pendek) vs Marketing (jangka panjang)

?

√

Selling

Marketing

Volume

Relasional

Penekanan Pemasaran Relasional

RekrutmenPemeliharaan

Mendapatkan konsumen baru

memerlukan biaya 5 kali lipat lebih mahal

daripada mempertahankan konsumen lama

Strategi Pemasaran Relasional

PasarPelanggan(end user,

intermediari)

Refferalmarket

Pasar pemasok(modal, teknologi,

kompetensi, kapabilitas)

Pasar pengaruh(stock holder, pemerintah, pesaing, dll)

Pasar Rekrutmen (Tenaga kerja=>

Univ, Agen SDM, dll

Pasar internal(Internal

perusahaan)

Perbedaan pemasaran transaksionaldan Pemasaran Relasional

ASPEK PENJUALAN PEMASARAN

FOKUS PenjualanMempertahankan konsumen

ORIENTASI Karakteristik produk Manfaat produk

SKALA WAKTU Jangka pendek Jangka Panjang

KOMITMEN KEPADA KONSUMEN

Terbatas Tinggi

KONTAK Rendah Tinggi

KUALITAS Urusan bagian operasi Urusan semua bagian

Sekian dan Terimakasih