Prinsip –prinsip dasar pemasaran Ridwan Iskandar SE
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MARKETING Prinsip –prinsip dasar pemasaran
1. Konsep Pemasaran 2. Orientasi konsumen 3. Pemuasaan kebutuhan dan keinginan konsumnen 4. Nilai dan Proses Pertukaran 5. Segmentasi Pasar 6. Siklus kehidupan produk 7. Bauran Pemasaran Alastair M. Morrison Hospitality and Travel Marketing New York, Delmar Publisher Inc
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MARKETING KONSEP PENERAPAN PEMASARAN
→ → → → →
Konsep Produk Konsep Produksi / Operation Konsep Penjualan Konsep Pemasaran Konsep Pemasaran Berwawasan Sosial → Konsep Customer Manajemen Pemasaran, Edisi Milenium, Philip Kotler 2000
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MARKETING EVOLUSI PERAN PEMASARAN TERHADAP CUSTOMER
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MARKETING EVOLUSI PERAN PEMASARAN TERHADAP CUSTOMER
Manajemen Pemasaran Edisi Milenium, Philip Kotler 2000
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MARKETING CORE CONCET MARKETING Need, want & demand
Product (good, services & idea)
Markets
Relationships & networks
Marketers and prospects
Value, cost and satisfaction
Exchange & transaction
Manajemen Pemasaran, Edisi Milenium, Philip Kotler 2000 6
Marketing concept philosophies. Decisions Menu design
Pricing
Guest requests
when the marketing concept is applied Let’ s conduct focus group interviews using our current and target market customers to determine which potential new menu items we should add to our menu. “ How do you think our guests will perceive the price value of our new weekend package if we increase the price by 5 percent?”
when the marketing concept is not applied “ Let’ s add two steaks to the menu; that’ s what I like to eat.”
“ Let’ s increase the price by 5 percent; that’ s what we did last year.”
“ We don’ t have any rooms with a “ We don’ t have any king bed available at this time, rooms with a king bed but I can have one ready for you left. You’ ll have to take in 30 minutes. Can I have the bell a room with two double staff check your bags until then?” beds.” 7
Marketing concept philosophies. Decision
when the marketing concept is applied
Guest service
“ I’ m very sorry that you had to wait 20 minutes for your breakfast this morning. May I offer you a complimentary breakfast today, or would you like the credit applied toward your breakfast tomorrow?”
Reactions to negative guest comments
“ That is a very good idea. I’ ll talk about it at our staff meeting tomorrow and see if we can use your suggestion to improve service. Thanks for suggesting that.”
when the marketing concept is not applied “ I’ m sorry you had to wait, but we were shorthanded today. One of the servers called in sick.”
“ Your idea isn’ t feasible, and besides, it’ s against our policy.”
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Hospitality Marketing Management, Robert D. Reid & David C. Boianic. 2006
Segmentasi Pasar Tidak semua orang dapat menjadi prospek, betapa pun bagus dan hebatnya produk Anda. Produk yang baik harus memenuhi program segmentasi yang memadai & tentu saja harus cukup menguntungkan. 9
Manfaat Segmentasi Mendesain produk yang lebih responsif terhadap kebutuhan pasar. Menganalisis pasar. Menemukan peluang. Menguasai posisi superior & kompetitif. Menentukan strategi promosi yang efektif & efisien.
Syarat Segmentasi yang baik
Segmen itu cukup besar. Punya daya belinya. Dapat dibedakan dengan segmen lainnya. Apakah sudah ada pesaing yang menguasai segmen itu? Dapat dijangkau. Sumber daya perusahaan memadai. 10
MARKET SEGMENTATION: VARIABLES Psychographic Segmentation: By Personality By Lifestyle By Social Class Geographic Segmentation: By Nations By Regions By States By Cities By Localities
Demographic Segmentation: By Age By Gender By Income By Education Level By Religion/Race By Nationality Behavioral Segmentation: By Usage Pattern By Occasion By Loyalty Factor By Attitude Towards The Product
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product life cycle
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KARAKTERISTIK PEMASARAN - PLC Perkenalan
Pertumbuhan
Kedewasaan
Kemunduran
Tujuan
Mengembangkan Memaksimumkan kesadaran dan pangsa pasar percobaan produk
Memaksimumkan laba sambil mempertahankan pangsa pasar
Mengurangi pengeluaran dan memanen produk
Produk
Menawarkan produk dasar
Menawarkan tambahan jasa
Diversifikasi
Fase pengeluaran produk yang lemah
Memakai biaya lebih
Harga penetrasi
Harga persaingan
Memotong harga
Distrbusi intensif
Distribusi lebih intensif
Fase sortir channel yang tidak produktif
Membangun kesadaran dan kepentingan
Keberanian berubah merk
Mengurangi atau fase sortir pilihan promosi yang tidak efektif dan efisien 13
Harga
Distribusi Distribusi selektif / tempat Promosi
Membangun kesadaran produk
Bauran
pemasaran
adalah
sebagai
seperangkat variabel pemasaran, yang dapat dikendalikan dan dipadukan perusahaan untuk menghasilkan tanggapan yang diinginkan di dalam pasar sasaran. Kottler dan Arm Strong (1997: 47),
4 variable bauran pemasaran : produk, harga, distribusi dan promosi
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Bauran Pemasaran diantara konsumen dan faktor faktor lainnya
Hospitality Marketing Management, Robert D. Reid & David C. Boianic. 15 2006
Terima kasih …
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