Bahan Uts Marketing
Bahan Uts Marketing
Chapter 1 Marketing 24
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 212
MARKETING MANAGEMENT
Chapter 1
Apa itu Marketing?
Marketing adalah suatu proses untuk menciptakan nilai untuk pelanggan, kemudian
membangun hubungan yang baik dengan pelanggan, setelah itu mendapatkan nilai balik
dari pelanggan yang bermanfaat bagi perusahaan. If the marketer understands consumer
needs; develops products that provide superior customer value; and prices, distributes, and
promotes them effectively, these products will sell easily.
Harus kenal customer itu pengennya apa dan kebutuhannya apa (step 1 yang harus
dilakukan seorang marketer)
MARKETING MANAGEMENT
Wants adalah pemenuhan kebutuhan manusia berdasarkan bentuk culture dan kepribadian
seseorang secara spesifik
Orang yang memiliki keinginan dan memiliki kemampuan untuk membeli keinginannya
Market Offerings – Gabungan dari product jasa informasi dan pengalaman yang ditawarkan
kepada pasar untuk memuaskan kebutuhan dan keinginan.
Marketing Myopia : Kesalahan dari terlalu banyaknya paying more attention to specific
products rather than a benefit.
Customer value merupakan selisih antara customer received (yang diterima) dengan
customer sacrifice (pengorbanan). Customer value adalah total manfaat yang diterima oleh
customer baik tangible maupun intangible dikurangi dengan pengorbanan yang dikeluarkan
(expense). Semakin besar selisih maka akan lebih customer satisfaction.
Chapter 2
Company and marketing STRATEGY
Process developing and maintaining a strategic fit between the organizations goals and
capabiities and its changing marketing opportunities.
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Microenviroment :
Macroenvironment :
Prosesnya adalah
Mencari tau kebutuhan informasi (contoh ingin tau apakah brand yang telah diluncurkan
disukai atau tidak)
Internal Database : database yang berasal dari internal perusahaan contoh (profil
konsumen)
Marketing research : systematic design dari pengumpulan, analisis, dan melaporkan data
yang relevan untuk situasi marketing yang spesifik yang menggambarkan kondisi
perusahaan.
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Setelah terkumpul datanya, kemudian dianalisis informasi yang didapatnya untuk membuat
keputusan marketing yang disediakan untuk pengambil keputsan yang benar di waktu yang
tepat.
CRM adalah sebuah alat untuk memanage informasi detil mengenai individual customer,
dan secara teliti memange customer touchpoint untuk memaksimalkan loyalitas customer
Jadi marketing informasi tidak akan memiliki nilai sampai digunakan untuk mendapat
customer insight dan membuat keputusan marketing yang lebih baik.
Consumer market : sekumpulan individu atau rumah tangga yang membeli barang atau jasa
untuk digunakan / dikonsumsi sendiri.
Consumer buyer behavior : kebiasaan membeli dari sekumpulan individu atau rumah tangga
yang membeli barang atau jasa untuk digunakan sendiri (perilaku konsumen)
Marketing Stimulus (4p) & yang lain – Buyers black box (characteristics and buyer decision
process) – Buyer response (Buying attitude, Purchase behavior, brand and company
relationship behavior)
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Cultural factors
Social
Personal
Psychology
Business Market is huge. In fact business markets involve far more dollars and items than do
consumer market.
Busines Buyer Behavior is the buying behavior of organizations that buy goods and services
for use in the production of other products and services that are sold, rented, or supplied to
other.
Segmentation
What is segmentation
The process of defining and subdividing a large homogenous market into clearly identifiable
segments having similar needs, wants, or demand characteristics. Its objective is to design a
marketing mix that precisely matches the expectations of customers in the targeted
segment.
Definition: Segmentation means to divide the marketplace into parts, or segments, which
are definable, accessible, actionable, and profitable and have a growth potential. In other
words, a company would find it impossible to target the entire market, because of time,
cost and effort restrictions. It needs to have a 'definable' segment - a mass of people who
can be identified and targeted with reasonable effort, cost and time.
Segmentation allows a seller to closely tailor his product to the needs, desires, uses and
paying ability of customers. It allows sellers to concentrate on their resources, money, time
and effort on a profitable market, which will grow in numbers, usage and value.
MARKETING MANAGEMENT
4 Segmentation Variable
Targeting
Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key segments consisting of the customers whose needs
and desires most closely match your product or service offerings. It can be the key
to attracting new business, increasing your sales, and making your business a success.
MARKETING MANAGEMENT
The beauty of target marketing is that by aiming your marketing efforts at specific groups of
consumers it makes the promotion, pricing, and distribution of your products and/or
services easier and more cost-effective.
McDonald's Restaurants is the largest fast food chain in the world and one of the most
successful examples of demographic target marketing, aiming their products at children,
teenagers, and young urban-dwelling families by offering "Play Places", free wifi, "Happy
Meals" that include toys such as Walt Disney characters, and ad campaigns with slogans
such as "Feed Your Inner Child". Targeted advertising combined with aggressive pricing has
enabled McDonald's to capture 25% of the fast food market share in the U.S.
However, in recent years as millennials have surpassed baby boomers to become the largest
generation in the U.S., McDonald's sales have been in decline as fast food style menu items
such as the ubiquitous Big Mac and fries have lesser appeal to millennials. In response,
McDonald's has altered their marketing strategy to target the millennial generation by
advertising fresher, healthier menu options and upscale coffee products such as espressos.
Position
What is market position? In marketing and business strategy, market position refers to the
consumer’s perception of a brand or product in relation to competing brands or
products. Market positioning refers to the process of establishing the image or identity of a
brand or product so that consumers perceive it in a certain way.
For example, a car maker may position itself as a luxury status symbol. Whereas a battery
maker may position its batteries as the most reliable and long-lasting. And a fast-food
restaurant chain may position itself as a provider of cheap and quick standardized meals. A
coffee company may position itself as a source of premium upscale coffee beverages. Then
a retailer might position itself as a place to buy household necessities at low prices. And a
computer company may position itself as offering hip, innovative, and use-
friendly technology products.
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Differentiation
Practical Differences
A large company with high market share has the opportunity to provide improved products
or services that appeal to a broad audience. For example, a large construction company able
to purchase higher quality goods by purchasing larger amounts of them could provide
quality products at a reasonable price. This would probably appeal to a wide market.
Charging a premium for an exceptional product or service, as Mercedes-Benz does, is
another option. Aiming to have the best customer service in the industry, or the most
convenient or energy efficient products would also lead to broad practical appeal.
Differentiation Business Strategy
A company using a differentiation business strategy attempts to position itself in the minds
of the consumers as a company that provides unique products that consumers will pay more
for because they cannot find comparable products or product features anywhere else in the
marketplace. Consumers expect more from a differentiated product and therefore are
willing to pay a premium for a differentiated product. This is true as long as the unique
features of the product add some value to the product that makes it more valuable to the
MARKETING MANAGEMENT
consumer, whether a functional feature or an aspect of image or prestige that enhances the
perception of the product.