Dr. Hotniar Siringoringo

HOTNIAR SIRINGORINGO LEMBAGA PENELITIAN KAMPUS D GD 4 LT. 1 JL. MARGONDA RAYA NO. 100 DEPOK [email protected] [email protected] http://staffsite.gunadarma.ac.id

Dr. Hotniar Siringoringo

Marketing


Why Market? To communicate that you are engaged in new

and different activities To attract paying customers in sufficient

numbers to support the activities


Kotler’s Definition of Marketing The marketing concept holds that the main task of the company is to determine what a given set of customers’ needs, wants, and values are and to dedicate the organization to delivering the solution. Dr. Hotniar Siringoringo

AMA Definition of Marketing The marketing is an organizational function an a set of function for creating, communicating, and delivering value to customer, and for managing customer relationships in ways that benefit organisation as its stakeholder Dr. Hotniar Siringoringo

KEY MARKETING QUESTIONS What is our business? What is our strategic intent? Who are the players in our six market? What do they perceive as value? What is our value delivery plan? What have been our result? How do we continue to improve?


The Marketing Process Corporate strategy marketing strategy

financial

marketing mix

manufacturing strategy

targeting

Integrated communication

financial strategy

segmentation

positioning

selling

Monitor and controls

Marketing belongs to marketing specialist but going to market is a process owned by everyone in the company Dr. Hotniar Siringoringo

PEMASARAN DAN TARGET PASAR Pemasaran : proses perencanaan dan

implementasi ide konsep, harga, promosi, dan distribusi barang, jasa, organisasi, atau kejadian untuk menciptakan dan memelihara hubungan yang akan memuaskan tujuan individu atau organisasi


Market Segments A group of potential customers with a great deal in common for which a specialized set of

goods or services may be provided. Examples: ) Lawyers ) Health

Care Professionals ) Accountants


Successful continuing education

organizations must continually communicate two messages: ) The

mission of the organization therefore enhancing their image

) The

individual programs and products currently available


Image Marketing Should Target: ) The

general public

) Client

) The

or potential client organizations

government

) Funding

) Other

organizations

stakeholders


Pemasaran : proses sosial dan manajerial dimana

individu dan grup mendapatkan apa yang dibutuhkan dan diinginkan melalui penciptaan dan pertukaran produk dan nilai. Kebutuhan keinginan


Pemasaran: fungsi organisasi dan himpunan

proses untuk menciptakan, mengkomunikasikan dan mengantarkan nilai ke pelanggan dan untuk mengelola hubungan dengan pelanggan dalam cara yang menguntungkan organisasi dan stakeholder.


MARKET TARGETING Company marketing mix

Company marketing mix 1 Company marketing mix 2

Undifferentiated marketing

MARKET

Segment 1 Differentiated marketing

Company marketing mix 3 Dr. Hotniar Siringoringo

Segment 2

Segment 3

Segment 1 Company marketing mix

concentrated marketing

Segment 2

Segment 3


STRATEGI PEMASARAN DENGAN WEB


Do You Remember? When was the last time you used the Internet to… Generate a sales lead? Close an actual sale? Positively impact productivity? Lower your costs of doing business? Develop your brand identity?


Three Facts of Business Life Fact #1 – Today, technology and the Internet can be effectively used to accomplish strategic business objectives and allow even smaller companies to appear, and operate, like large corporations. Fact #2 – Those that don’t embrace technology and the Internet as a competitive business “weapon” will ultimately be overrun by those that do. Fact #3 – Most “web gurus” and “technology guys” DON’T understand business.


Take This Easy Test! 1. Make a business case for your company having a website. What could it do for you? How could it make life better? 2. Now, tell how your current web site proves that business case!


Take This Easier Test! If you were to suddenly receive 1 million “qualified” visitors per day to your web site for the next month, how would your business be impacted? If you answered only that your web stats package would show a significant spike, and your bandwidth or web hosting charges would increase, you need CyOp now!


CyOp Knows Business CyberOptic Group consists of a team of highly technical and successful business people with a proven history of growing business revenues and profitability through effective systems, processes, and procedures. CyberOptic Group has core expertise in identifying key business objectives and implementing plans, processes and systems to drive and measure their attainment.


Web Strategies That Work Here are some ways to use the Internet to conduct REAL business: 1.

Lower your costs of customer acquisition by generating highly qualified leads and having them delivered to an automatic sales/marketing lead follow-up system.

2.

Provide online employee or product training and testing to increase productivity and employee skill level.

3.

Have a monthly or quarterly newsletter emailed to your existing customers or prospects promoting specials and new products.

4.

Have online meetings or broadcasts and allow online workgroup collaboration to reduce unnecessary travel and eliminate conflicting schedules.

5.

Increase sales, improve service and lower printing and personnel costs by providing a way for customers and prospects to request and instantly receive information on your company, products, and services.

6.

Use the Internet to manage relationships and activities, share information, and provide useful tools and applications to geographically dispersed clients, prospects, vendors, and employees.


Design & Enhancement Services Web Site Design

Web Application Development

Web Page Design & Coding

Automated Sales/Marketing Systems

Stock Images & Custom Graphics

Contact Management Applications

Meta Tag Creation

Web-Based Customer Support

Efficient Navigational Menus

Workflow Management Systems

Lead & Form Capture

Corporate Communications

Counters

Web-Enabled Databases

Special Effects Web Site Enhancements

Multi-Media Web Presentations Audio, Video, & Animation

Java, CGI, & Flash

Password Protected or Paid Access

Forums & Message Boards

Surveys & Testing

Banner/Link Exchanges

Ad Design

Tools, Calculators, & Generators

Pop-Ups

Affiliate & Reseller Programs

Banners


Web Design Considerations Here are some important suggestions before you initiate a web design project: If You Build It, They WONT Come! Don’t overspend on an elaborate site design that no one will see because there’s no budget to promote it! Make sure any money spent on design ultimately will provide a return on investment. Spend the time up-front to develop a clear project plan and do as much as you can in-house (i.e. write content, create graphics or provide photos, have a layout or geneology for the site.)


Internet Marketing Services Search Engine & Directory Advertising

Banner & Skyscraper Advertising

Meta Tag Optimization

Cost per Impression (CPM)

Web Page Optimization

Cost per Click (CPC)

Engine & Directory Submission

Subscription Based

Search Engine Position Placement Search Engine Position Tracking Affiliate Program Marketing Affiliate Program Management Affiliate Program Marketing Recruiting & Developing Key Affiliates Affiliate Tools & Resources Pop-Ups Pop-Overs Pop-Unders


Opt-In Email & Newsletter Marketing List or Subscriber Acquisition & Development Autoresponder Implementation & Management Promotional Copy Creation Lead Generation Internet Classified Advertising Newsgroup Marketing Reciprocal Link Marketing Online Auction Selling

Web Advertising Models There are five advertising models on the Internet. Each offers different levels of risk that should be considered in a profitability model, from a resource and capabilities perspective:

Model Subscription Based

Risk Traffic Levels, CTR & Conversion Ratios

Cost per Impressions (CPM) CTR & Conversion Ratios Cost per Click

Conversion Ratio

Cost per Action/Lead

Level of lead qualification

Cost per Sale

High cost of entry, ability to recruit sales channel


Internet Consulting Services Project Analysis to determine objectives, available resources, responsibilities, and deadlines as well as to isolate strengths, weaknesses, and market opportunities. Strategic Planning & Research to understand market opportunities, formulate a clear vision for the future, translate the vision into a "Mission Statement," develop strategies to achieve objectives, and provide guidance and strategies to track and measure performance Project Management including project implementation, progress tracking, and results analysis and reporting.


Where Do I Start? CyOp Design Services I Need a Web Site

CyOp Marketing Services

X

X

I Need a Corporate Internet Strategy I Need My Existing Web Site To Make Money Or Lower Costs of Business My Site Makes Money, But I Want A Higher Return On Investment I Don’t Know What I Need


CyOp Consulting Services X

X

X X

X X

Project Definition Workshop Project Definition Workshop Identify Key Corporate Objectives Define Project To Achieve Objectives Identify Necessary and Available Resources & Budget Identify Roles & Responsibilities Provide Deliverable Project Plan, Scope of Work, and Pricing


SEGMENTASI

Market segmentation 1. Identifikasi dasar segmentasi 2. Kembangkan profil segmen yang dihasilkan


Market targeting

1. Kembangkan ukuran segmen yg menarik 2. Pilih segmen target

Market positioning 1. Kembangkan posisi pd tiap segmen 2. Kembangkan bauran pemasaran utk tiap segmen

Variabel segmentasi utama Variabel

Deskripsi

Geografis – Regional – – – –

Ukuran negara Kota atau ukuran populasi Kepadatan iklim

Pasifik, ASEAN, uni Eropa, Amerika Latin, dll.

Perkotaan, pinggiran, pedesaan

Demografi –Umur –Jenis kelamin –Ukuran keluarga –Siklus hidupkeluarga –Pendapatan –Pekerjaan –Agama Dr. Hotniar Siringoringo –Ras –kewarganeraan

Muda, belum berkeluarga, menikah, tanpa anak, dll.

Variabel

Deskripsi

Psikografis – Kelas sosial – Gaya hidup – kepribadian

Keperilakuan – – – – – –

Frekuensi pembelian Keuntungan yg ditangkap Status kepenggunaan Laju penggunaan Status loyalitas Tahap kesiapan

– Sikap terhadap produk Dr. Hotniar Siringoringo

Kualitas, layanan, ekonomi Bukan pengguna, bekas pengguna, pertama, regular

Unaware, aware, informed, interested, desirous, intending to buy

PERILAKU PEMBELI Perilaku konsumen adalah tindakan yang

langsung terlibat dalam mendapatkan, mengonsumsi dan menghabiskan produk dan jasa, termasuk proses keputusan yang mendahului dan menyusul tindakan itu.


Faktor luar • Informasi bauran pemasaran • Faktor geografi dan ekonomi • Faktor budaya • Faktor sosial • Faktor personal

Pemrosesan Kotak Hitam (pikiran pembeli) Pemrosesan informasi: pembelajaran Faktor internal: ¾Motivasi : kebutuhan dan keinginan ¾Sikap : keyakinan dan nilai ¾Kepribadian ¾Gaya hidup Proses pengambilan keputusan ¾Kebutuhan ¾Pencarian informasi ¾Evaluasi alternatif ¾Pembelian ¾Keputusan setelah pembelian


Respon Opini dan Sikap ¾Suka/tidak suka ¾Setuju/tidak setuju Perilaku ¾Mencoba ¾Beli/tidak beli ¾Ulangi pembelian/ti dak

Kontrol perilaku yang dipersepsikan

Norma subejktif

Sikap


Niat

Perilaku pembelian

Perhatian, cinta dan empati

Emosi sosial dan kesadaran diri

afektif evaluatif

Standar evaluasi moral dan diri

Antisipasi emosi negatif dan positif Tujuan keinginan Emosi negatif dan positif terantisipasi

kognitif

Identitas sosial

Sikap terhadap aksi

Tujuan niat

Norma subjektif

Niat melakukan

Perilaku keinginan

Norma kelompok

Kontrol perilaku yang dipersepsikan

Mencoba

Pengaruh penaksiran laju kemajuan

Pengaruh terhadap alat


Rencana

Umpan balik untuk memilih proses kognitif dan emosional

Pencapaian/kegaga -lan tujuan

Usaha mencoba sebelumnya

Sikap terhadap kesukseksan Ss Sikap terhadap kegagalan, Sg Sikap terhadap proses Sp Norma Subjektif Dr. Hotniar Siringoringo (NS)

Keinginan

Niat

Kontrol keprilakuan yang dipersepsikan

Mencoba

Konsumen individu

Umpan balik ke konsumen Evaluasi pasca pembelian

Proses pengambilan keputusan konsumen

Respon konsumen

Pengaruh lingkungan


Umpan balik ke lingkungan Pengembangan strategi pemsaran

PRODUK DAN DISTRIBUSI, PENETAPAN HARGA Dasar kalsifikasi Durability or tangibility

Klasifikasi produk Nondurable goods Durable goods Service

Tujuan penggunaan

Consumer goods Industrial goods


Convinience goods

shopping goods

Staples goods Inpulse goods Emergency goods


Specialty goods

Unsought goods

Material and parts

Capital items

Supplies and service

Raw materials

Installations

Suplies

Manufactured materias and parts

Accessory equipment

Business service


KEPUTUSAN MEREK Kep merek

Kep sponsor merek Sponsor merek?

Bangun merek atau produk?

• Bermerek • Tidak bermerek

• Manufaktur • Khusus • Campuran

Kep kualitas merek Kualitas?

• Tinggi • Medium • Rendah

A Dr. Hotniar Siringoringo

Kep merek family Merek individual atau family?

• Individu • Blanket family name • Separate family • Company/ individual

A

Brand extension decision

Produk lain jg diberi merek yg sama?

• Brand extension • No brand extension

Multi brand decision

Apakah dua atau lebih merek dikembangkan dalam kategori produk yg sama?

• Satu merek • > 1 merek


Brand repositioning

Apakah merek harus direposisi?

• Reposisi merek • Tidak ada reposisi merek

Saluran distribusi: harga Fungsi saluran distribusi: – Research – Promotion – Contact – Matching – Negogiation – Physical distribution – Financing – Risk taking


Industrial marketing Channel Channel 1

Channel 2

Channel 3

Industrial customer

Manufacturer

Manufacturer

Manufacturer

Manufacturer representative

Manufacturer representative Dr. Hotniar Siringoringo

Channel 4

Manufacturer

Industrial distributor

Industrial customer


Industrial customer


Industrial customer

Customer marketing Channel

Channel 1

Channel 2

Channel 3

Channel 4

consumer

Manufacturer

retailer

Manufacturer

Wholesaler

Manufacturer

Manufacturer

retailer

Wholesaler


jobber

retailer

consumer

consumer

consumer

Channel Management Decision Selecting channel member Motivating channel member Evaluating channel member

Physical Distribution Decision Nature of physical distribution The physical distribution objective

–Order processing –Warehousing –Inventory –transportation Dr. Hotniar Siringoringo

Factor affecting price decision

External factors: • Nature of the market & demand

Internal factors: • Marketing obj. • Marketing mix strategy • Costs • Organization for pricing Dr. Hotniar Siringoringo

Decision

• Competition • Other envinronment factors (economy, reseller, gov)

General pricing approach 1.

Cost-based pricing: 1. Cost-plus pricing 2. Breakeven pricing and target profit pricing

2.

Buyer-based pricing: perceived value pricing

3.

Competiton-based pricing: 1. Going-rate pricing 2. Sealed-bid pricing


PEMASARAN INTERNASIONAL Perhatikan lingkungan Pemasaran internasional

Putuskan apakah akan go internasional

Putuskan Bagaimana Memasuki pasar

Putuskan Program pemasaan


Putuskan pasar yang akan dimasuki

Putuskan Organisasi pemasaran

LINGKUNGAN PEMASARAN INTERNASIONAL Sistem perdagangan internasional

– – – – –

Tarif Kuota Embargo Nontarifs barrier Economics communities: EEC (European Economics Comunities) ) LAIA (Latin American Integration Association) ) CACM (Central American Common Market) ) CMEA (Council for Mutual Economic Assistance) ) ASEAN )


Lingkungan pemasaran internasional

Lingkungan ekonomi:

– Struktur industri ) Subsistence

economies

) Raw-material-exporting ) Industrilizing

pertanian economies

economies 10-20% dari ekonomi negara adalah manufaktur.

) Industrial


economies.


– Distribusi pendapatan: ) Very

low family incomes

) Mostly

low family incomes

) Very

low, very high family incomes

) Low,

mediu, high family incomes

) Mostly

medium family incomes

Political-legal envinronment:

– Attitudes toward international buying



– Political stability – Monetary regulations – Government bureaucracy Cultural environment


GO INTERNASIONAL? Perusahaan terlibat dalam pemasaran internasional

dalam dua cara: – Sebagai eksportir/importir – Sebagai produsen Sebelum go international, definisikan tujuan dan

kebijakan pemasaran internasional perusahaan: – Volume – Jumlah negara yang akan dimasuki – Tipe negara yang akan dimasuki


PASAR YANG AKAN DIMASUKI?

Indikator pasar potensial Karakteristik Demografi

Ukuran populasi, laju pertumbuhan penduduk, derajat urbanisasi, kepadatan populasi, struktur umur dan komposisi populasi.

Karakteristik geografi

Luas negara, karakteristik topografi, kondisi iklim

Faktor ekonomi

GNP per capita, distribusi pendapatan, laju pertumbuhan GNP, rasio investasi terhadap GNP

Faktor teknologi

Level keahlian tek., tek. Prod. yg ada, konsumsi tek yg berjalan, level pendidikan.

Faktor sosialbudaya

Nilai dominan, pola gaya hidup, grup etnik, fragmentasi bahasa

Rencana dan tujuan Prioritas industri, rencana investasi infrasrtuktur nasional Dr. Hotniar Siringoringo

BAGAIMANA MEMASUKI?

Joint venturing Exporting •Direct •indirect

•licensing •Contract manufacturing •Management contracting •Joint ownership

Direct investment •Assembly facilities •Manufacturing facilities

Amount of commitment, risk, control, and profit potential


Bagaimana memasuki

Indirect exporting : melalui agen luar negeri Direct exporting :

– Mendirikan usaha ekspor domestik – Mendirikan cabang luar negeri Licensing:

– Memberikan hak pemrosesan, trademark, patent, trade secret. – Kerugiannya: less control, bisa menciptkan competitor. Dr. Hotniar Siringoringo

Bagaimana memasuki

Contract manufacturing: Carrefour Management contracting: manajemen oleh

perusahaan lokal, modal oleh perusahaan luar (Hilton). Joint ownership: kepemilikan dan kontrol bersama-sama untuk investasi dari luar.


PROGRAM PEMASARAN? 10 P’s

4 P’s •Product •Promotion •Price •place


Product • Promotion • Price • Place • People • Process •

PROGRAM PEMASARAN? 11 P’s



•

Prepare and be decisive • Price • People • Presentation • Planning • Promotion • Patience • Positive attitude • Pliable • Perception • Pro-active

PROGRAM PEMASARAN?

10 P’s



Perceptive • Performer • Persistent • Poised • Prepare • Proactive • Productive • Purposeful • Professional • Punctal

ORGANISASI PEMASARAN? Departemen ekspor Divisi internasional Organisasi global



Dr. Hotniar Siringoringo

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