Lili Adi Wibowo

boswie2005@yahoo.com
Oce Ridwanudin
ocereeves@gmail.com
 STRATEGIC MARKETING PROCESS
Market, Segments and
Customer Value

•Market and Competitive

Space
•Strategic Marketing
Segmentation
•Strategic Customer
Implementating Relationship Management
•Capibilities for Learning Designing Market-driven
Managing Market- About Markets
Strategies

Driven Strategy •Market Targeting and Strategy

Positioning
IMMS •Strategy Relationships
•Innovad and New Product
Strategy

Market-Driven
Program
Development

MPD
 Pemasaran pada awal abad 20 berorientasi
kepada produksi.
 Perusahaan tahu bahwa apa pun yang dapat
diproduksi dapat dijual, ketika barang siap
pakai sedikit jumlahnya, konsumen bersedia
membeli hampir apa saja dengan harga yang
masuk akal tanpa memperdulikan atribut atau
kualitas produk tersebut.
 Namun memahami pelanggan dan
mengidentifikasi apa yang menjadi
kebutuhan pelanggan tidak pernah terdengar
dalam banyak bisnis di awal abad ke 20.
 Masih sedikit perhatian diberikan kepada apa
yang diinginkan pelanggan
 Orientasi pada produksi berlangsung sampai pada tahun
1920-an, ketika para pembuat barang mulai menghadapi
persaingan yang makin meningkat, dan sebagai
konsekuensinya perusahaan mulai menekankan penjualan
sebagai fondasi inisiatif pemasaran mereka
 Perusahaan mulai mengambil pandangan pemasaran yang
berfokus kepada pelanggan.
 Banyak perusahaan yang mulai menyadari apa yang dibutuhkan
dan diinginkan oleh pelanggan.
 Orientasi ini kemudian dikenal sebagai konsep pemasaran.
 Konsep ini didasarkan pada 3 tujuan, yaitu:
1. Orientasi pelanggan,
2. Koordinasi dan integrasi dari semua aktivitas pemasaran,
3. Fokus pada kemampuan organisasi untuk menghasilkan
keuntungan jangka panjang
 Pandangan baru pemasaran muncul pada tahun 1950-an,
yang sebagian besar dimotori oleh industri barang-barang
konsumtif cepat jual dan barang-barang dalam kemasan.
 Pandangan ini merupakan suatu terobosan dalam pemikiran
pemasaran.
 Tetapi sekarang, beberapa orang menganggap konsep
tersebut sebagai konsep yang sempit.
 Ketika fokusnya seolah-olah pada pelanggan dan
kebutuhannya, sehingga kebutuhan biasanya diterjemahkan
sebagai produk yang baik dengan harga yang baik pula, dan
pemasaran dipandang sebagai “sesuatu yang dilakukan
kepada orang-orang” dengan memasarkan produk kepada
mereka
 Pandangan baru pemasaran muncul pada tahun 1950-
an, yang sebagian besar dimotori oleh industri barang-
barang konsumtif cepat jual dan barang-barang dalam
kemasan.
 Pandangan ini merupakan suatu terobosan dalam
pemikiran pemasaran.
 Tetapi sekarang, beberapa orang menganggap konsep
tersebut sebagai konsep yang sempit.
 Ketika fokusnya seolah-olah pada pelanggan dan
kebutuhannya, sehingga kebutuhan biasanya
diterjemahkan sebagai produk yang baik dengan harga
yang baik pula, dan pemasaran dipandang sebagai
“sesuatu yang dilakukan kepada orang-orang” dengan
memasarkan produk kepada mereka
 Selama 40 tahun berikutnya, konsep
pemasaran secara erat dihubungkan
dengan 4P dari McCarthy – product,
price, promotion dan place (produk,
harga, promosi dan tempat).
 Implikasi dari pandangan ini adalah
jika perusahaan dapat memadukan
keempat elemen pemasaran secara
tepat, maka perusahaan akan
menikmati sukses pemasaran
 Nilai dari konsep pemasaran pada awalnya
terletak pada fakta bahwa akhirnya konsep
pemasaran bertujuan untuk memberi perhatian
kepada pelanggan.
 Tujuannya adalah apa yang dapat dilakukan
oleh perusahaan untuk menarik pelanggan,
bahkan hanya menjual sesuatu kepada
pelanggan tersebut.
 Asumsiinya adalah jika perusahaan dapat
membuat produk yang lebih baik, memberi
harga murah, dan melakukan promosi secara
luas maka sukses pemasaran akan tercipta
 Pada akhir tahun 1960-an para tenaga
penjual mulai memberi perhatian lebih
pada pendekatan yang lebih strategis
pada pemasaran.
 Dalam tahap perkembangan
pemasaran ini di dominasi oleh
kemajuan yang pesat didalam
pendekatan strategis terhadap
segmentasi pasar, produk, dan
memposisikan merek, diferensiasi
produk yang ditawarkan, dan
sungguh-sungguh mengerti apa yang
diinginkan dan dibutuhkan pelanggan
 Konsep pemasaran yang terefleksi dalam
perpaduan 4P dalam pemasaran sangat
menonjol dalam pemikiran dan praktik
pemasaran sampai pertengahan tahun
1980-an.
 Ketika referensi tentang hubungan
pelanggan dan membangun hubungan
mulai muncul dalam literatur dan
menjadi fokus dalam banyak penelitian.
 Konsep pemasaran walaupun masih
relevan, telah dikembangkan untuk
ditambahkan dimensi hubungan
 Pada awal abad ke-21 perusahaan
menyadari bahwa pelanggan adalah aset
jangka panjang bagi sebuah perusahaan.
 Perusahaan penting untuk melakukan
investasi pada pelanggan untuk mengelola
investasi tersebut untuk memastikan bahwa
pelanggan tersebut akan kembali berbisnis
dengan perusahaan. (Barnes, 2003:12).
 Oleh karenanya AMA (American Marketing
Association) menambahkan konsep
hubungan
 Saat ini relationship menjadi topik utama dalam
aktivitas bisnis.
 Kebanyakan perusahaan, secara financial, bertujuan
ingin mendapatkan profit yang maksimal dari hasil
operasinya dengan memaksimalkan nilai sahamnya.
 Di sisi lain dalam pemasaran, loyalitas pelanggan
dan kepuasan pelanggan merupakan tujuan setiap
perusahaan.
 Peningkatan kualitas atas produk serta layanan yang
superior kepada pasar (konsumen) merupakan usaha
untuk mewujudkan loyalitas pelanggan terhadap
produk dan layanan yang diberikan.
 Usaha tersebut tidak terlepas dari adanya perubahan yang
terjadi dalam lingkungan bisnis, persaingan yang semakin
ketat, kemajuan teknologi, serta perubahan dalam
kebutuhan dan keinginan pasar, yang menuntut para
pemasar untuk mengubah strategi dan taktiknya dari
product-oriented menjadi market-oriented
 Perusahaan yang sukses adalah perusahaan yang mampu
untuk menjalin relationship jangka panjang dengan
pelangganya. Relationship jangka panjang berarti
pelanggan yang loyal di mana kebutuhan dan
keinginannya terpuaskan.
 Tugas pemasar di sini adalah bagaimana untuk tetap
mempertahankan pelanggannya agar tetap loyal terhadap
produk atau jasa yang ditawarkan.
 1950s 1960s 1970s 1980s 1990s 2000s

The Future of
Marketing?

Relationship
Marketing

Services
Marketing
Non-profit and
societal marketing

Industrial
Marketing
Consumer
Marketing

Sumber: John Egan, 2001, Relationship Marketing: Exploring relationall stragies in marketing, p.5,
Pearson Education Limited, England
 Consumer goods
Industrial
marketing
(business to business) Services
marketing marketing

Network approach to Nordic

industrial (business to School of
business) marketing service
management

Strategic Anglo-Australian
alliance and approach to
partnerships integrating quality,
research customer service and
marketing

Relationships Relation ship Relationships

in marketing marketing in marketing
 RM bertujuan untuk mengidentifikasi
dan membentuk, memelihara dan
meningkatkan dan, apabila diperlukan
mengakhiri suatu hubungan dengan
pelanggan dan stakeholders lainnya,
pada suatu tingkat laba sehingga
sasaran hasil dari semua pihak yang
terlibat dapat tercapai; dan hal tersebut
dilakukan oleh pertukaran yang saling
menguntungkan dan pemenuhan janji.
Relationship marketing focuses on creating
NEW and MUTUAL VALUE between you and
your customers on a long-term basis.

Regis McKenna (marketing guru) puts it:

"Marketing is not a function, it is a way of doing
business . . . marketing has to be all pervasive, part
of everyone's job description, from the receptionist
to the board of directors."
 Konsep relationship marketing menjadi kunci
utama dalam kegiatan bisnis perusahaan saat ini.
Konsep tersebut berkembang dari pandangan
tradisional yang memfokuskan pada transactional
marketing.
 Fokus dari relationship marketing adalah untuk
mendapatkan dan mempertahankan konsumen.
 Relationship dengan pelanggan yang meningkat
berarti memperlakukan mereka dengan baik,
meningkatkan layanan inti (core service)
perusahaan melalui penambahan nilai, dan yang
paling penting adalah memberikan layanan yang
sangat dibutuhkan oleh setiap individu (McIlroy &
Barnett, 2000).
 Pelanggan menjadi inti dari relationship marketing.
 Para pemasar perlu mengenal lebih banyak
informasi mengenai pelanggan,
 siapa mereka?
 Apa yang mereka lakukan?
 Dan apa yang mereka inginkan?
 Database pelanggan dan segmentasi pelanggan
diperlukan dalam menerapkan strategi relationship
marketing untuk mendapatkan informasi yang lebih
mengenai pelanggannya (Chan, 2003).
 Relationship marketing merupakan
paradigma baru dalam pemasaran di
mana Grönroos (1991)
menggambarkannya sebagai marketing
strategy continuum, dengan maksud
untuk menyampaikan produk dan jasa
tanpa melalui discrete and causal
transaction (pandangan dari traditional
marketing) melainkan melalui
penyampaian yang berlanjut dalam
konteks relationship yang terus-menerus.
 Transaction Marketing
 Fokus hanya pada penjualan tunggal
 Orientasi pada karakteristik produk
 Skala jangka waktu pendek
 Kurang menekankan pelayanan
pelanggan
 Komitmen dengan pelanggan yang
terbatas.
 Kontak dengan pelanggannya sedang
 Kualitas yang diperhatikan terutama
yang berkaitan dengan produksi
Relationship Marketing
 Berfokus pada pemeliharaan pelanggan
 Orientasi pada product benefit
 Skala jangka waktu panjang
 Sangat menekankan pelayanan
pelanggan
 Komitmen dengan pelanggan tinggi
 Kontak dengan pelanggan tinggi
 Memperhatikan kualitas secara
menyeluruh
 Traditional model* Current relationship
four P's of marketing marketing model:
mix: the 4 C’s
Cost to the
Pricing Customer
Product Management Customer Solution
Promotion Communication
Placement Convenience
*Replace with an alternative model where the focus is on
customers and relationships rather than markets and products.
 Mutual
Interdependence

Relationship
Marketing

Competition Mutual
and conflict Cooperation

Transactional
Marketing
Mutual
Cooperation

Sumber: Svend Hollensen, 2003, Marketing Management: A Relationship Approach,

p. 11, Prentice Hall, Essex
 Category Transactional Marketing
Focus Economic transaction.
Decision focus on
product/brand and 4Ps.
The marketing Marketing rules are very clear,
Environment defined and constant
Market is bound by countries
and regions
Parties involved A firm and buyers are involved
in a general market. Distant
and impersonal contact.
Lanjutan Tabel 2.1
Goals Each party’s goals and
objectives, while similar, are
geared to what is best for
them.
Managerial intent Transaction/sales volume and
creating new customers are
considered a success
Customer atraction (to satisfy
the customer at a profit)
Production focus Mass production
Relationship Marketing
Decision focus on relationships
between firms in a network and
individuals.
Marketing rules are relatively clear,
defined and constant.
Market is relatively bound by
network and alliances.
The boundaries between firms are
blurred, if not completely eroded.
Dyadic relationships: sellers, buyers,
and other firms. Face-to-face, close
interpersonal contacts based on
commitment and trust.
Shared goals and objectives ensure
common direction.
Keeping the existing customers,
retention, is considered to be a
success.
Satisfy the customer, increase profit,
and attain other objectives such as
increased loyalty, decreased
customer risk, etc.
Mass customization
Communication Communications structured and
guarded
Lanjutan Tabel 2.1
Customers Low customer interactivity.
Customers are less knowledgeable
and informed
Competitive The quality of the product is
advantage/differentiation important for differentiation. The
marketing mix can be used for the
differentiation.
Balance of power/sharing Active seller – less passive buyers.
Suspicion and Distrust. Each party
wary of the motives and action by t
he other.
Sharing limited by lack of trust and
different objectives. Often
opportunistic behaviour.
Organization/managerial Functional marketers (e.g sales
level manager, product development
manager).
Marketing is a concern of the
marketing department.
Formality Formal (yet personalized via
technology).
Duration Discrete (yet perhaps over time).
Short term.
General Advantage: independence of buyer
advantages/disadavantages and seller.
Disadavantage: the firm is in a
vulnerable situation if a competitor
makes better offer to the customer.
Open communication avoids
misdirection and bolsters effective
working relationships.
High customer interactivity
Customers are aware and informed.
Their feedback can be immediate.
• of differentiation.
Seller and buyer mutually active and
adaptive (interdependent and
reciprocal).
Mutual trust forms the basis for strong
working relationships.
Sharing of business plans and
strategies.
Managers from across functions and
levels in the firm.
Everyone in the organization is a part-
time marketer.
Specialist marketers (e.g key account
managers)
Formal and informal(i.e. at both a
business and social level).
Continuous (ongoing and mutually
adaptive, may be short or long-term).
Advantage: intimate knowledge of
needs and markets ( developed over
time), which has been likened to
reading the minds of customers.
Disadavantage: the firm is in a
vulnerable situation if its business
 Transactional
Relationship Marketing
Marketing
Focus Single Sale Customer Retention

Orientation Product Features Product Benefits

Time Scale Short Time Scale Long Time Scale

Customer Service Little Emphasis High Emphasis

Commitment Limited High

Customer Contact Moderate High

Quality Product Quality Total Quality

Sumber: Christopher, Payne and Ballantyn, 1991, Relationship Marketing: Bringing quality,
Customer Service and Marketing Together, Butterworth—Heinemann Ltd, Oxford
 Long-term customers tend to be less inclined
to switch, and also tend to be less price
sensitive.
 Long-term customers may initiate free word of
mouth promotions and referrals.
 Long-term customers are more likely to
purchase related products from you.
 Regular customers tend to be less expensive to
service and tend to be consistent in their
purchase habits.
 Increased customer loyalty makes employees'
jobs easier and more satisfying.
 Grönroos (1991) dalam Palmer (1994)
yang menggambarkan relationship
marketing sebagai suatu marketing
strategy continuum yang bertujuan untuk
menyampaikan suatu barang dan jasa
tidak melalui discrete transactional
melainkan melalui penyampaian terus
menerus dalam konteks hubungan yang
berkesinambungan
 Whereas the goal of traditional marketing is customer
acquisition, under relationship marketing the focus
shifts to creating value
 The objective is to create more value through
interdependent, collaborative relationships with
customers, the outcome is customer retention
 Relationship marketing is ongoing, constantly looking
for opportunities to generate new value
 Retaining customers requires marketers to exhibit
care and concern after they have made a purchase
 The sale often represents only the beginning of the
relationship between the buyer and seller
 Directors Shareholders Employees

Suppliers Distributors

Sub-contractors Firm Intermediaries

Producers Customers

Government Financial Partners Public

Sumber: Bill Donaldson and Tom O ’Toole, 2002, Strategic Market Relationship:
From Strategy to Implementation, John Wiley & Sons Ltd, England.
 TRUST

COMMITMENT
COOPERATION

INFORMATION
EXCHANGE DEPENDENCE

Johnson, W. and Weinstein, A. (1999)

Based on a study of Motorola and Lucent Marketing
Managers.
Figure 11.3 - Information Sustains a Relationship

Relationship
Selling Partnership
Relationship
that the Buyer is willing to invest in the relationship
Information, Time, or Trust Level

High
Transaction Account
Selling Penetration

Transaction-
Based Low Account
Relationship Penetration

Services that the seller is willing to provide the relationship

P
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omi
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ti
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B
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ge

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UM

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*Source: Berry, L. (1995)

Definition of CRM
 CRM is a business strategy that involves selecting
and managing customer relationships to optimize
the long-term value of a company
Goal of CRM
 The goal of CRM is to acquire, grow, and retain the
right customer relationships -- those with the best
long-term profit potential
(Bob Thompson, founder of CRMGuru.com)
 CRM is about collaborating with customers
and partners so they receive superior value

 Interactions with customers regardless of

the sales channel should be constantly
managed to optimize the value of those
relationships

 Effective CRM systems provide a “360

degree” view of the customer, including the
frequency, response, and quality of
customer interactions
● A good CRM system is capable of describing customer
relationships in sufficient detail so that management,
salespeople, customer service and even suppliers have
direct and real-time access to customer information

● The information gathered should help match customer

needs with product/service offerings, remind customers of
service requirements, predict future purchases, and alert
the company when a customer’s purchase behavior has
changed

● A key feature of CRM is sharing the customer experience

across the organization and supply chain
 CRM BUSINESS DRIVERS

Automation/Productivity/Efficiency 33%
Competitive Advantage
22%
Customer Demands and Requirements
15%
Increased Revenue 14%
Cost or Price Reduction 10%
Speed/Saving Time 9%
Keeping Track of All Aspects of Business 7%
Customer Support 7%
Inventory Control/Resource Management 6%
Better/Expanded Communication 6%
Integration 6%
Customer Satisfaction 6%
Accessibility 4%
ConformityStandardization 4%
0% 5% 10% 15% 20% 25% 30% 35%
Source: AMR Research, 2002
 Figure 11.5
Figure Customer
11.5 Relationship
Customer Model
Relationship Model

CUSTOMER STRATEGY MARKETING KNOWLEDGE

• Customer centric • BADI

strategy
• Competitors value proposition
Customer • Clear value proposition
focused • RFM Customer
• Channel bonding experience
strategies • Customer Lifetime Value
drive • Dominate the segment (DTS) is shared
• Acquisition costs across the
marketing • Dominate the cycle (DTC)
execution • Retention Rates organization
• Integrated marketing processes and supply
(internal)
chain
• Supply chain network
coordination

Planning
Relationship
Marketing • Direct Sales • Customer Service
activities are Analysis
• Web Site • Cross-Sell Implementation
coordinated
• Call Center • Up-Sell

Control
Adapted From Levine, S (1998)
“Selling Smart” America‟s Network, Sept. 1, p. 3
 Companies should continuously gather
critical customer data known as BADI

☛Behaviors (how often and where customers

visit)
☛Attitudes (customers satisfaction,
service
quality assessments)
☛ Demographics
☛Insights (share of market,
share of wallet)
Marketing knowledge forms the basis of a
customer strategy by analyzing, planning,
implementing, and control – re:

 a customer-centric orientation
 a clearly defined value proposition
 alignment with key channel partners
 dominating the segment (focused on a
particular market segment) or cycle (dominate
the evolving value proposition aimed a group
of customers)
 internal and supply chain process integration.
 the coordination and practice of relationship
marketing activities
  Lack of focus
 No change management policies
 No buy-in
 Business unit silos
 Complicated procedures
 Poor training
 Careful planning
 Appropriate use of people in the
organization
 Get supply chain members involved
 Using customer-driven processes
 Have a sound platform for
introducing CRM systems and
activities
 Customer relationships are improved by
responding to customer needs

Companies who successfully practice relationship marketing

have mastered mass customization

In many markets it is not only possible, but imperative to

mass customize for customers

New technology enables efficient customization of products

and services, even when the customer base is quite large
 More and more companies are utilizing “web
alliances” in order to create superior customer
value.

 These value webs now represent the

“new economy supply chains”
 The key to creating superior value in the
new economy resides in understanding
and leveraging the power of supply chain
network relationships
 Value is created (or captured) by a firm
moving upstream or downstream in the
supply chain
 A value web can be described as an
inchoate network of customers, suppliers,
complement-ors, allies and competitors
whose services either enhance or drain a
firm’s value
 These relationships can be vertical or
horizontal (or both) and are less enduring
than in traditional supply chains
 Unlike conventional supply chains, adding
more users to a value web actually creates
more, not less value
■ Value webs are optimized to the extent
a firm understands its relationship with
other actors in the web, how its
activities will affect the network and how
the other actors will respond

■ True value creation takes place when

several organizations in the value web
share common technologies and/or
intellectual capital
 eBay Value Web

Complements

Allies
Customers

eBay
Suppliers

Competitors
eBay primarily competes for these flows
 A final key to practicing relationship marketing is to
track each relationship
 LTV is simply a projection of what customers are
worth over a lifetime of doing business with them
 Calculating LTV is important because of the impact
of retention levels on profitability
 Companies successful at practicing relationship
marketing look for opportunities to add value
through their business relationships, offering new
features, services or customized offerings
 GM Cadillac $ 426,000
Gateway $ 25,000
Computer $ 12,400
Pizza Hut $ 10,000
Proctor & Gamble $ 4,800
Safeway
Proof
The top 6% of cellular phone users represent 69% of total usage
The top 6% of the UK cola users represent 60% of all consumption
25% of cars are rented by the top 0.02% of clients

Source: Watt Solutions, Inc., 2002

 Ikatan
Kedua belah pihak membentuk suatu
kesatuan untuk mencapai tujuan
 Kepercayaan
Keyakinan masing2 pihak untuk menepati
janjinya dan tidak akan merugikan
 Empati
Usaha memahami hasrat dan keinginan
seseorang
 Resiprokal
Win-win solution
 Relationship marketing merupakan
pemasaran yang didasarkan atas interaksi
antara berbagai jaringan hubungan yang
terdiri dari 30 hubungan (30 Rs)
 Market Relationship Non-Market
Relationship

Classic Special Mega Nano

R1-R3 R4-R17 R18-R23 R24-R30
Classic market relationships
R1 The classic dyad – the relationship between the supplier and the customer
This is the parent relationship of marketing, the ultimate exchange of value
which constitutes the basis of business
R2 The classic triad – the drama of the customer – supplier – competitor triangle
Competition is centran ingredient of the market economy. In competition there
are relationships between three parties: between the customer and the current
supplier, between the customer and the supplier‟s competitors, and between
competitors.
R3 The classic network – distribution channels
The traditional physical distribution and the modern channel management,
including goods, services, people and information, consists of a network of
relationships.
Special market relationships
R4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs)
Those who work in marketing and sales departments – the FTMs – are
professional relationship makers. All others, who perform other main functions
but yet influence customer relationships directly or indirectly, are PTMs. There
are also contributing FTMs and PTMs outside organization
R5 The service encounter – interaction between the customer and service
provider
Production and delivery of services involve the customer in an interactive
relationship with the service provider, often reffered to as a moment of truth
R6 The many – headed customer and the many-headed supplier
Marketing to other organizations – industrial marketing or business marketing
– often means contacts between many individuals from the supplier‟s and the
customer‟s organization.
R7 The relationship to the customer‟s customer
A condition for success is often the understanding of the customer‟s customer,
and what suppliers can do to help their customers become successful.
R8 The close to the distant relationships
In mass marketing, the closeness to the customer is lost and the relationship
become distant, based on surveys, statistics, and written report.
 Special market relationships (Cont)

R9 The relationship to the dissatisfied customer

The dissatisfied customer perceives a special type of relationship, more intense than
the normal situation, and often badly managed by the provider. The way of handling a
complaint – the recovery – can determine the quality of the future relationship.
R10 The monopoly relationship: the customer or supplier as prisoners
When competition is inhibited, the customer may be at the mercy of the supplier – or
the other way around. One of them becomes prisoner.

R11 The customer as ‘member

In order to create a long-term sustaining relationship, it has become increasingly
common to enlist customers as a members of various loyalty programmes
R12 The e-relationship
The electronic relationship, the e-relationship, represented by the internet, email and
mobile telephony, is set against the h-relationship, the human relationship. The
concept of high tech-high touch becomes increasingly more crucial to watch in RM
and CRM.
R13 Parasocial relationships – relationships to brands and objects
Relationships do not only exist with people and objects, but also in the form of mental
images and symbols, such as brand and corporate indentities
Special market relationships (Cont)

R14 The non – commercial relationships

This is a relationship between the public sector and citizens/customers, but it also
includes voluntary organizations and other activities outside of the profit-based and
monetarized economy, such as those performed in families
R15 The green relationship
Environmental and health issues have slowly but gradually increased in importance
and are creating a new type of customer relationship through legislation, the voice of
opinion-leading consumers, changing behaviour of consumers and an extension of
the customer-supplier relationship to encompass a recycling process.
R16 The law- based relationship
A relationship to a customer is sometimes founded primarily on legal contracts and
the threat of litigation.
R17 The criminal network
Organized crime is built on tight and often impermeable networks guided by an illegal
business mission.They exist around the world and are apparently growing but are not
observed in marketing theory. These networks can disturb the functioning of a whole
market or industry.
Mega relationships
R18 Personal and social networks
Personal and social networks often determine business networks. In some cultures,
business is solely conducted between friends and friends to friends
R19 Mega marketing – the real „customer‟ is not always found in the market place
In certain instances, relationships must be sought with governments, legislators,
influential individuals and others, in order to make marketing feasible on an
operational level.
R20 Alliances change the market mechanisms
Alliances mean closer relationships and collaboration between companies. Thus,
competition is partly curbed, but collaboration is necessary to make the market
economy work.
R21 The knowledge relationship
Knowledge can be the most strategic and critical resource and „knowledge
acquisition‟ is often the rationale for alliances
Mega relationships (Cont)

R22 Mega alliances change the basic conditions for marketing

The European Union (EU), or the North American Free Trade Organization
(NAFTA), are examples of alliances above the single company and industry.
They exist on government and supranational levels.

R23 The mass media relationships

The media can be supportive or damaging to marketing and they are
particularly influential in forming public opinion. The relationship to media is
crucial for the way media will handle an issue.
Nano relationships
R24 Market mechanisms are brought inside a company
By introducing profit centers in an organization, a market inside the company is
created and internal as well as external relationships of a new kind emerge.
R25 Internal customer relationships
The dependency between the different tiers and departments in a company is seen
as a process consisting of relationships between internal customers and internal
suppliers
R26 Quality and customer orientation: the relationship between operations
management and marketing
The modern quality concept has built a bridge between design, engineering,
manufacturing, and other technology-based activities and marketing. It considers
the company‟s internal relationships as well as its relationships to the customers.
R27 Internal marketing – relationships with the „employee market‟
Internal marketing can be seen as a part of RM as it gives indirect and necessary
support to the relationships with external customers.
 Nano relationships (Cont)

R28 The two – dimensional matrix relationship

Matrices are the simplest form of networks and exist in all large corporations, and
above all they are found in the relationships between product management and
sales
R29 The relationship to external providers of marketing services
External providers reinforce the marketing function by supplying a series of
services, such as those offered by advertising agencies and market research
institutes, but also in the area of sales and distribution.
R30 The owner and financier relationships
Owners and other financiers partly determine the conditions under which a
marketing function can operate. The relationship to them influences the marketing
strategy.
CUSTOMER
RELATIONSHIP
CRM

TRADITIONAL
TRANSACTION
MARKETING

PRODUCT COMPETENCE
No Nama Definisi

1. Petrissans (1999:95) CRM is a new customer-centric business model that reorients firm
operations around customer needs (as opposed to products, resources or
processes) in order to improve customer satisfaction, loyalty and
retentition.
2. Peppers & Rogers CRM is the integration of customer focus in marketing, sales, production,
(1999:7) logsistics and accounting,i.e. in all parts of the company‟s operations and
structure

3. Galbreath & Rogers The activities a business performs to indentify, qualify, acquire, develop
(1999:162) and retain increasingly loyal and profitable customers by delivering the
right product or service, to the right customer, at the right time and the
right cost.
4. Berry (1983:25) Relationship marketing” sebagai konsep modern pemasaran, yang
didefinisikan sebagai: “Attracting, maintaining and enhancing customer
relationships.
5. Grönroos (1994: 9) Relationship marketing yaitu: “Identify and establish, maintain and
dalam John Egan enhance and, when necessary, terminate relationships with customers
(2001:23) and other stakeholders, at a profit so that the objectives of all parties
involved are met; and this is done by mutual exchange and fulfilment of
promises.
6. Dwyer, Schurr dan RM refers to all marketing activities directed toward establishing,
Oh (1987) Dalam developing and maintaining successful relationship”. Artinya relationship
7. Shani dan Chalasalani “Relationship Marketing as an integrated effort to identify, maintain, and
(1992) dalam Sheth build up a network with individual consumers and to continuously
et.al (2001:4), strengthen the network for that mutual benefit of both sides, trough
contacts over a long period of a long time”. Artinya relationship
marketing merupakan usaha yang terintegrasi untuk mengenali,
memelihara, dan membangun kembali sebuah jaringan dengan konsumen
secara individu dan untuk memperkuat jaringan secara berkelanjutan
yang saling menguntungkan untuk kedua belah pihak (perusahaan dan
pelanggan), melalui kontak dalam jangka waktu yang lama.

8. Berry (1995) dalam Di dalam istilah yang lebih luas, juga memiliki pandangan strategis
Sheth et.al (2001:5) mengenai CRM. Dia menitikberatkan bahwa menarik pelanggan baru
harus dipandang hanya sebagian tingkat menengah/perantara di dalam
sebuah proses pemasaran. Pengembangan hubungan yang lebih dekat
dengan pelanggan dan menjadikan mereka kepada pelanggan yang loyal
merupakan aspek yang sama penting dari sebuah proses pemasaran.
Lebih lanjut, Berry mengungkapkan bahwa Relationship Marketing
sebagai “menarik, mempertahankan dan -didalam organisasi multi
service-mempertahankan hubungan pelanggan.

9. Phillip Kotler Relationship marketing adalah proses menciptakan, mempertahankan,

(2003:13) dan memperkuat nilai hubungan dengan pelanggan dan pihak-pihak
stakeholders.
10. Phillip Kotler CRM is the overall process of building and maintaining profitable
(2004:15) customer relationships by delivering superior customer value and
satisfaction.
11. Sheth dan Customer Relationship Management is a
Parvatiyar comprehensive strategy and process of acquiring,
(2001:6) retaining and partnering with selective customers to
create superior value for the company and the
customer.

12. Evert Gummesson Relationship marketing is marketing based on

(2002:3) interaction within networks of relationships.

13. Evert Gummesson CRM is the values and strategies of relationship

(2002:3) marketing - with particular emphasis on customer
relationship - turned into pratical application.

14. Syafruddin Chan Relationship Marketing (RM) dapat didefinisikan

(2003:6) sebagai: “Pengenalan setiap pelanggan secara lebih
dekat dengan menciptakan komunikasi dua arah
dengan mengelola suatu hubungan yang saling
menguntungkan antara pelanggan dan perusahaan”.
No Nama Tujuan CRM
 Meningkatkan pendapatan dari penjualan
 Meningkatkan kemenangan dalam proses penjualan
 Meningkatkan hasil dari magir
1 Burnett (2001)
 Meningkatkan derajat kepuasa pelanggan
 Mengurangi biaya biaya administrasi penjualan dan pemasaran.

 Mengidentifikasi nilai-nilai pelanggan yang penting terhadap suatu segmen.

 Memahami kepentingan relatif dari nilai-nilai terhadap setiap segmen pelanggan.
 Menentukan apakah penghantaran nilai mempengaruhi secara positif.
2 Newell (2000)  Mengkomunikasikan dan menghantar nilai-nilai yang tepat bagi pelanggan dengan cara yang
diinginkan pelanggan dalam memperoleh informasi
 Mengukur hasil dan memperbaiki ROI (return-on-investment)

 Meningkatkan proses komunikasi kepada konsumen yang tepat.

3 Swift (2001)  Menyediakan penawaran yang tepat kepada setiap pelanggan.
 Menyediakan waktu yang tepat untuk setiap pelanggan

 Customization: pelanggan menginginkan layanan yang sesuai atau melebihi kebutuhan pribadi
mereka, perusahaan harus dapat menjawab karakter unik pelanggan dan memenuhi kebutuhan
mereka dengan penawaran yang tepat bagi individu pelanggan yang membelinya.
Galbreath &  Hubungan pribadi: perusahaan secara aktif menggunakan umpan balik untuk meningkatkan
4.
Rogers (1999) hubungan dengan pelanggan.
 Layanan purna jual: memperhatikan pelanggan setelah penjualan dengan layanan yang responsif
dan proactive memiliki dampak besar terhadap profitabilitas perusahaan.

 Menggunakan hubungan dengan pelanggan yang ada untuk meningkatkan pendapatan.

Kalakota &  Menggunakan sistem informasi agar dapat memberikan layanan yang excellent.
5.  Mengenalkan saluran proses dan prosedur yang konsisten serta dapat direplikasi.
Robinson
 Relationship
Based Interfaces

Setting Realistic Emphasis on

Targets & Quality
Assessing
Performance

Customer
Relationship
Management

Maintaining
Measure
Dialogue with customer
Customer satisfaction but
manage
Invest in Customer
People Service
Direct Mail Preferential Interpersonal Tangible
Treatment Communication Reward

Perceived
Relationship
Invesment
Product Consumer
Category Relationship
Involvement Proneness
Relationship
Quality

Behavioral
Loyalty
 Penyampain Pelanggan
nilai yang aquire dan
meningkat pelanggan
pada prospektif
pelanggan

Interaksi dengan
pelanggan dan
pelanggan Pelanggan retain
prospektif yang berharga

CRM
Penyesuaian Memahami
berdasarkan Kebutuhan
segmen
pelanggan
Mengembangkan Deferensiasi
produk, jasa, Berdasarkan
saluran untuk kebutuhan
memenuhi karakteristik
kebutuhan dan perilaku
pelanggan konsumen
 Customer Types/ Mass Marketing Distributor Business To Bussines
Program Types Types

Continuity Marketing  After Marketing  Continuous  Special Sourcing

 Loyalty Programs Replinshment Arrangement
 Cross Selling  ECR Programs

One To One  Permission  Customer Business  Key Account

Marketing Marketing Development  Global Account
 Personalization Programs

Partnering/  Affinity Partnering  Logistics  Strategic

Co-Marketing  Co Branding Partnering Partnering
 Joint Marketing  Co-Design
 Co-Development
 ONE TO ONE MARKETING
 COUNTINITY MARKETING
 Ex. Ucapan Ultah, Perkawinan, Hari Raya
dll
 PATNERING PROGRAM
 Ex. Diskon/Potongan Harga pada
Outlet2 khusus yang menjadi relasi
Perusahaan tsb.