Manajemen Pemasaran Global Chapter 1 Semester Genap 2015-2016 Irma M. Nawangwulan
Introduction • What is Global Marketing? • How is it different from regular marketing?
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Nature of Marketing Marketing • A group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas Create value by allowing individuals and organizations to obtain what they need and want Other functional areas of the business (operations, finance, and all areas of management) must be coordinated with marketing decisions Sumber: Ferrel, 2011
Pemasaran:
Serangkaian kegiatan yang melibatkan seluruh strategi bauran pemasaran (creating, distributing, pricing, promoting) untuk meningkatkan nilai barang/jasa yang pada akhirnya memberi kepuasan para stake holder (pelanggan, pegawai, pemilik modal)
Konsep Pemasaran
1950
• Produk
1960
• Orientasi Pelanggan • Pengembangan Bauran Pemasaran: 4 P
1990
• Memusatkan pada pelanggan dalam konteks lingkungan eksternal yang lebih luas (persaingan, kebijakan & peraturan pemerintah) • Memusatkan perhatian pada nilai-nilai dari para pihak yang berkepentingan (pegawai, pelanggan, pemegang saham, masyarakat)
Nilai Penting Bauran Pemasaran: 1. Product (barang) 2. Price (harga) 3. Promotion (promosi) 4. Place (distribusi)
Prinsip Pemasaran: 1. Nilai Pelanggan & Persamaan Nilai 2. Keunggulan Kompetitif & Diferensiasi 3. Fokus
Tiga Prinsip Dalam Pemasaran
Nilai Pelanggan (Costumer Value)
Perbedaan (Differentiation)
Pemusatan (Focus)
Unsur Kunci Pemasaran 1. Nilai Pelanggan (Customer Value)
• Tujuan : menciptakan nilai pelanggan yang lebih besar dibanding nilai yang diciptakan oleh pesaing • Strategi : a. menambah atau memperbaiki produk dan / layanan yang bermanfaat b. mengurangi harga c. menggabungkan dua elemen diatas Nilai Konsumen V=B/P V = Nilai B = Manfaat yang diharapkan – biaya yang diharapkan P = harga
Unsur Kunci Pemasaran Lanjutan 2. Pembedaan (Differentiation)
• • •
Tujuan : menciptakan keunggulan bersaing melalui pembedaan (differentiation) Keunggulan dapat berada di setiap elemen yang ditawarkan perusahaan Satu cara untuk menembus suatu pasar nasional baru dengan menawarkan suatu produk unggul pada suatu harga yang lebih murah
3. Pemusatan (Focus) Tujuan : konsentrasi pada sumber daya & perhatian Kebutuhan untuk menciptakan nilai pelanggan pada keunggulan yang kompetitif Suatu cara bertahan untuk perusahaan kecil dan menengah untuk mencapai posisi yang dominan dalam pasar dunia Suatu pemusatan yang jelas pada apa yang konsumen butuhkan & inginkan
Marketing vs Global Marketing
• Marketing – Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals
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• Global Marketing – Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organization’s home country 1-10
The International Marketing Task Foreign environment (uncontrollable)
1
Political/legal forces
7 Cultural forces
Domestic environment (uncontrollable)
Political/ legal forces
(controllable)
Price Promotion
6 Geography and Infrastructure
2
Competitive structure Competitive Forces
Product Channels of distribution
7
4 Structure of distribution 11
3
Level of Technology
Economic climate
5
Keegan and Green, Chapter 1
Economic forces
Environmental uncontrollables country market A Environmental uncontrollables country market B
Environmental uncontrollables country market C
Global Marketing: What it is and What it isn’t • Global marketing does not mean doing business in all of the 200-plus country markets • Global marketing does mean widening business horizons to encompass the world in scanning for opportunity and threat
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Reasons for Global Marketing • Growth – Access to new markets – Access to resources • Survival – Against competitors with lower costs (due to increased access to resources)
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Global Marketing: What it is and What it isn’t
NEED TO: •
Search for similarities and adjust to differences
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Standardization versus Adaptation • Globalization (Standardization) – Developing standardized products marketed worldwide with a standardized marketing mix – Essence of mass marketing
• Global localization (Adaptation) – Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction – Essence of segmentation – Think globally, act locally © 2005 Prentice Hall
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Standardization versus Adaptation
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Amsterdam
Singapore
Germany © 2005 Prentice Hall
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Management Orientations
Ethnocentric: Home country is Superior, sees Similarities in foreign Countries Regiocentric: Sees similarities and differences in a world Region; is ethnocentric or polycentric in its view of the rest of the world © 2005 Prentice Hall
Polycentric: Each host country Is Unique, sees differences In foreign countries
Geocentric: World view, sees Similarities and Differences in home And host countries 1-19
The EPRG framework • Ethnocentrism – Associated with national arrogance & home country superiority – Assumes what succeeds in the home country will also succeed in other countries – Domestic and international companies – Standardized approach to marketing – Foreign markets are secondary to the domestic market – E.g. Nissan in 60s, Coke in the late 80s/early 90s © 2005 Prentice Hall
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The EPRG framework • Polycentrism – Opposite of ethnocentrism – each country market is unique – Highly localized / adapted approach to marketing – Multinational companies – Local “kingdoms” – E.g. Citicorp in the 90s.
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The EPRG framework • Regiocentrism – Treat a world region as one homogeneous market (e.g. NAFTA region; the EU, etc.) – Localization / adaptation for the region; ethnocentric or polycentric view of the rest of the world
• Geocentrism – World view – focused on standardizing programs but will adapt if indicated by research – Global / transnational company / a blurring of national identity – E.g. Toyota © 2005 Prentice Hall
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Forces Affecting Global Integration and Global Marketing • Driving Forces – Regional economic agreements – Market needs and wants – Technology – Transportation and communication improvements – Product development costs – Quality – World economic trends – Leverage © 2005 Prentice Hall
• Restraining Forces – Management myopia – Organizational culture – National controls
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