The Blood and The Temperament
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Transcript of The Blood and The Temperament
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The Blood and The TemperamentThe Blood and The TemperamentBy Toshitaka Nomi
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Disiplin
Prosedural
Dapat dipercaya
ulet
Perfectionis
Setia
Rentan stress
Tertutup
Keras kepala
Sulit kompromi
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Kreatif
Fleksibel
Berani
Banyak ide
Suka kebebasan
Romantis
Pemberontak
Malas
Kurang tuntas
Kurang tg jawab
Berkepribadian ganda
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Demokratis
Empaty
Terapis
Kompromis
Netral
Gampang terpengaruh
Ragu-ragu
Kurang tegas
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Orator
Ambisius
Berani
Fashion
Leader
sexy
Kaya Ide
Sombong
Kekanak kanaan
Egois
Kejam
Experiencial
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PendidikanPendidikanS1 Ekonomi
S2 Magister Manajemen
S3 Doktor Ilmu Ekonomi
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HobiHobiMembacaMain MusikArung JeramMemancing Suka Bergaul
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Marketing ManagementMarketing Management
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THE THE RISE RISE AND THE AND THE FALL FALL OF M. LEADEROF M. LEADER Xoncee Vicee
AXI Densol
Pepsodent Prodent
Ni ke BATA
BAYGON RAID
Sari Puspa AUTAN
SASA Veltsin, etc.
MARKET LEADER BEHAVIOUR
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Everybody has the same playground!
PEOPLE POWER IN MARKETING20/04/23 11Fauzan Asmara & Associates, Inc.
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To heat up Markets !20/04/23 13Fauzan Asmara & Associates, Inc.
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TheThe foundationfoundationTHE 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)20/04/23 14Fauzan Asmara & Associates, Inc.
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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)
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Peran Pemasaran dlm Organisasi Peran Pemasaran dlm Organisasi (Webster, 1992, 1997)(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
Tiga dimensi Konsep Pemasaran:Sebagai budayaSebagai strategiSebagai taktik
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Proporsi Dimensi Pemasaran pada Proporsi Dimensi Pemasaran pada Tingkatan Organisasi Tingkatan Organisasi
Tingkat Korporat
Tingkat Unit Bisnis
Tingkat Operasional
Pemasaran sebagai Budaya
Pemasaran sebagai Strategi
Pemasaran sebagai Taktik
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OF PRICING POLICYOF PRICING POLICY
COST DEMAND COMPETITOR
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Advertising
Direct Selling
Sales Promotion
Publicity
Marketing Public Relation
Advertising
Direct Selling
Sales Promotion
Publicity
Marketing Public Relation20/04/23 24Fauzan Asmara & Associates, Inc.
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PRODUCT
EXCHANGETRANSACTIONRELATIONSHIP
VALUECOST
SATISFACTION
NEEDSWANTS
DEMAND
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A measure of the desire that potential consumers have for a product and their ability and willingness to pay for it
A measure of the desire that potential consumers have for a product and their ability and willingness to pay for it
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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
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Service Service is activity or benefit that one party is activity or benefit that one party can offer to another that is essentially can offer to another that is essentially
intangible and does not result in the ownership intangible and does not result in the ownership of anythingof anything
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Three Levels of ProductThree Levels of Product
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CoreBenefit
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Product ClassificationsProduct Classifications
Convenience ProductShopping ProductSpecialty ProductUnsought Product
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Marketing Considerations for Consumer ProductsMarketing Considerations for Consumer Products
Marketing Marketing ConsiderationConsideration
ConvenienceConvenience ShoppingShopping SpecialtySpecialty UnsoughtUnsought
Customer Customer Buying Buying BehaviorBehavior
Frequent purchase, Frequent purchase, little planning, little little planning, little comparison or comparison or shopping effort, low shopping effort, low involvementinvolvement
Less frequent Less frequent purchase, much purchase, much planning & planning & shopping effort, shopping effort, comparison of comparison of brands on price, brands on price, quality, stylequality, style
Strong brand Strong brand preference and preference and loyalty, special loyalty, special purchase effort, purchase effort, little comparison of little comparison of brand, low price brand, low price sensitivitysensitivity
Little product Little product awereness, awereness, knowledge (or, if knowledge (or, if aware, little or even aware, little or even negative interest)negative interest)
PricePrice Low priceLow price Higher priceHigher price High priceHigh price VariesVaries
DistributionDistribution Widespread Widespread distribution, distribution, convenience locationconvenience location
Selective Selective distribution in fewer distribution in fewer outletsoutlets
Exclusive Exclusive distribution in only distribution in only one or a few outlets one or a few outlets per market area per market area
variesvaries
Promotion Promotion Mass promotion by the Mass promotion by the producerproducer
Advertising & Advertising & personal selling by personal selling by both producer and both producer and resellerreseller
More carefully More carefully targeted promotion targeted promotion by both producer by both producer and relsellers and relsellers
Aggressive Aggressive advertising and advertising and personal selling by personal selling by producer&resellerproducer&reseller
ExampleExample Toothpaste, Toothpaste, magazines, laundry magazines, laundry detergent, fast fooddetergent, fast food
TV, furniture, TV, furniture, clothing, hotelclothing, hotel
Luxury goods, such Luxury goods, such as Rolex watches or as Rolex watches or fine crystal, fine crystal, lamborghini lamborghini
Life insurance, red Life insurance, red cross blood cross blood donationsdonations 31
Type of Consumer ProductType of Consumer Product
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Individual Product DecisionsIndividual Product Decisions
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Productattributes
Branding
Packaging
Labeling
ProductSupport Service
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Developing the Marketing MixDeveloping the Marketing Mix
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VarietyQualityDesignFeaturesBrand namePackagingservices
AdvertisingDirect sellingSales promotionPublicityPublic relations
List priceDiscountAllowancesPayment periodCredit terms
ChannelsCoverageAssortmentsLocationsInventoryTransportationLogistics
TargetCustomer
IntendedPositioning
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Daur Hidup ProdukDaur Hidup Produk
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1. Tahap pengenalan, yaitu tahap ketika pertama kali produk dikenalkan di pasar.
2. Tahap pertumbuhan, yaitu Penjualan mulai mengalami peningkatan secara dramatis.
3. Tahap kedewasaan, yaitu pesaing telah memasuki pasar, karena itu walaupun penjualan mengalami puncaknya pada tahapan ini, laba mulai menurun.
4. Tahap penurunan, yaitu produk telah tidak memenuhi lagi keinginan, selera, dan kebiasaan pembeli. Respon pasar menjadi negatif sehingga penjualan mengalami penurunan
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Grafik Daur Hidup ProdukGrafik Daur Hidup Produk
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Volume Penjualan
PengenalanProduk ditargetkan pada suatu pasar tertentu dan dikenalkan pada pasar
tersebut
PertumbuhanSeiring berjalannya waktu,
produk lebih dikenal di pasar, dan volume
penjualan pun meningkat
KedewasaanVolume penjualan mencapai puncak pada
akhir tahap pertumbuhan, kemudian penjualan mulai stabil dan cenderung
menurun sebagai akibat persaingan dari produk baru dan yang telah ada
sebelumnya
PenurunanVolume penjualan menurun seiring
menurunnya permintaan akan produk tersebut atau meningkatnya persaingan
Waktu
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The 2th ultimate component of product
- Tangible - Intangible
The 2th ultimate component of product
- Tangible - Intangible
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PRODUCT CATEGORYPRODUCT CATEGORYJASA MURNI
JASA UTAMA
CAMPURAN
PRODUK UTAMA
PRODUK MURNI20/04/23 37Fauzan Asmara & Associates, Inc.
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Intangibility ‘manage the evidence` ‘tangibilize the intangible` (Levitt)Place, atmosphere, people, equipment, physical facilities Inseparability terjual ---> diproduksi dan dikonsumsi secara bersamaan Jasa menjual PROSES Peranan SDM sangat crucial Investasi dalam hal rekruitment dan pengembangan SDM
Intangibility ‘manage the evidence` ‘tangibilize the intangible` (Levitt)Place, atmosphere, people, equipment, physical facilities Inseparability terjual ---> diproduksi dan dikonsumsi secara bersamaan Jasa menjual PROSES Peranan SDM sangat crucial Investasi dalam hal rekruitment dan pengembangan SDM
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Perishability (tidak tahan 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)
Perishability (tidak tahan 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)
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MARKETING SYSTEM MARKETING SYSTEM CORE COMPONENTSCORE COMPONENTS
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Marketing is how to Marketing is how to control quality, price, control quality, price, promotion and promotion and distribution of distribution of company’s productcompany’s product
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Marketing is how to Marketing is how to satisfy customers’s satisfy customers’s
needsneeds
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Marketing is how to Marketing is how to control competition by control competition by leading the marketleading the market
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Marketing is how to Marketing is how to balance between internal balance between internal
and external needsand external needs
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BUSINESS ENDSBUSINESS 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
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Establishing service performance standards Measuring performance again benchmarks Recognizing and rewarding exemplary
behavior Maintaining enthusiasm for the customer at
all times
Establishing service performance standards Measuring performance again benchmarks Recognizing and rewarding exemplary
behavior Maintaining enthusiasm for the customer at
all times
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The Question isThe Question isThe Question isThe Question isHow to gain winning customers
and outperforming competitors?How to gain winning customers
and outperforming competitors?
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Is not just building products, but how to build customers through create customers’ value
Is not just building products, but how to build customers through create customers’ value
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CUSTOMER VALUECUSTOMER VALUE Product Value Service Value Personal Value Image Value
Monetary Cost Time Cost Energy Cost Mind Cost
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Total Customer ValueTotal Customer Value
ProductServicePersonalImage
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Product Product
FeaturesPerformanceConformity DurabilityReliabilityReparabilityStyleDesign, ect.
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Service Service Ordering easyDeliveryCustomer trainingCustomer consultingMaintenance & Repair Installation GuaranteeAfter sales service, ect.
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Personal Personal Visual ImageGestureMovementMilitant Body posture IntimacyCourtesyFacial Expression
CaringObservantMindfulFriendlyObligingResponsivenessTactfulResponsible
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Image Image
SymbolMediaAtmosphereEvent
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SATISFACTIONSATISFACTION“ is the level of a person’s felt state resulting from comparing a product’s perceived performance in relation to the person’s expectation “
“ is the level of a person’s felt state resulting from comparing a product’s perceived performance in relation to the person’s expectation “
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THE LEVEL OF SATISFACTIONTHE LEVEL OF SATISFACTIONTHE LEVEL OF SATISFACTIONTHE LEVEL OF SATISFACTION
BASIC
EXPECTED
DESIREDAMAZING
UNANTICIPATED
SERVICEEXCELLENCE
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Basic marketing
Reactive marketing
Accountable marketing
Proactive marketing
Partnership marketing
Basic marketing
Reactive marketing
Accountable marketing
Proactive marketing
Partnership marketing20/04/23 61Fauzan Asmara & Associates, Inc.
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Customer ?Customer ?
Consumer?Consumer?
Why are They so Important to satisfy?
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PROFIT TRIANGLEPROFIT TRIANGLEPROFIT TRIANGLEPROFIT TRIANGLE
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TOTAL QUALITY MARKETINGTOTAL 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
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Marketing PlanningMarketing Planning(Group Assignment)(Group Assignment)
Executive summaryCurrent marketing situationThreats and opportunities analysisObjectives and IssuesMarketing strategyAction programsBudgetsControls 20/04/23 67Fauzan Asmara & Associates, Inc.