Anda di halaman 1dari 16

For use only with Perreault and McCarthy texts.

The McGraw-Hill Companies, Inc., 1999


Irwin/McGraw-Hill
BAB II:

peran pemasaran
dalam perusahaan
atau organisasi nirlaba
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Ketika kamu menyelesaikan bab ini, kamu harus:
2-2
Tujuan bab II
1. Mengetahui apa itu konsep
marketing dan bagaimana itu
dapat mempengaruhi strategi
perencanaan di perusahaan
atau organisasi non profit.
2. Memahami apa itu nilai
pelanggan dan mengapa hal
itu penting untuk mencapai
kepuasan pelanggan.
3. memahami apa tugas dari
marketing manager
4. Mengetahui apa itu
perencanaan strategi
pemasaran dan mengapa itu
berfokus ke buku.
.

5. Memahami target pasar.
6. Terbiasa dengan 4P pada
marketing mix.
7. Mengetahui perbedaan
antara strategi pemasaran,
rencana pemasaran, dan
program pemasaran.
8. Memahami istilah-istilah
penting
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Era perdagangan
sederhana
Era produksi
Era penjualan
Era department
pemasaran
Era perusahaan
pemasaran

Penjualan yg lebih

Meningkatkan pasokan

Mengalahkan kompetititor

Koordinasi dan kontrol

Kepuasan pelanggan
Focus:
Focus:
Focus:
Focus :
Focus :
Perubahan Peran Pemasaran
2-3
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Konsep pemasaran
Exhibit 2-1
Laba
Kepuasan
pelanggan
Jumlah perusahaan
usaha
Konsep
pemasaran
2-4
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Orientasi pemasaran
kedengarannya mudah kan??
Bahkan perusahaan terbaik pun terkadang kembali
ke orientasi produksi yang buruk.
Dalam pasar yang sangat kompetitif saat ini
seringkali sulit untuk
mengikuti perubahan kebutuhan pelanggan
mengalahkan pesaing
menemukan fokus yang tepat salah satu yang cocok
dengan tujuan dan sumber daya perusahaan untuk
mencapai peluang pasar
Menawarkan nilai yang unggul ke pelanggan

2-5
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Customer Value Reflects Benefits and Costs
Costs Benefits
Customer value concerns the difference between the benefits a
customer sees from a firms market offering and the costs of
obtaining those benefits
The customers view of costs and benefits is not just limited
to economic (or even rational) considerations--and a low
price may NOT result in superior value...
2-6
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Customer Value
Costs Benefits
One customers view of the benefits and costs of a firms
market offering may vary from another customers view, so
firm may not be able to satisfy everybody with the same
offering.
Customer value concept takes the customers point of view,
but customers may not explicitly weigh costs and benefits
and even if they do their view may not match some
objective reality.
2-7
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Nonprofits Need Marketing, Too
Poorly
Organized
for Marketing
Non-
Customer
Support

Non-
Economic
Measures

Characteristics
of Nonprofit
Organizations
2-8
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Exhibit 2-4
The Marketing Management Process
2-9
Whole-Company
Strategic
Management
Planning
Marketing
Planning
Implement Marketing
Plan(s) and Program
Control Marketing
Plan(s) and Program
Adjust Plans
As Needed
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Exhibit 2-5
2-10
Marketing Strategy Planning
The
Marketing
Mix










C
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
2-11
The Four Ps of the Marketing Mix
Exhibit 2-7
Product Place
Price Promotion
C
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Product
Physical Goods
Service
Features
Quality Level
Accessories
Installation
Instructions
Warranty
Product Lines
Packaging
Branding
Place
Objectives
Channel Type
Market Exposure
Kinds of
Middleman
Kinds and
Locations of
Stores
How to Handle
Transporting
and Storing
Service Levels
Recruiting
Middlemen
Managing
Channels
Promotion
Objectives
Blend
Salespeople
Kind
Number
Selection
Training
Motivation
Advertising
Targets
Kinds of Ads
Media Type
Copy Thrust
Who Prepares?
Sales Promotion
Publicity
Price
Objectives
Flexibility
Level over PLC
Geographic
Terms
Discounts
Allowances
2-12
Exhibit 2-8
Strategy Decision Areas
Organized by the Four Ps
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Manufacturer or producer
Consumer
Procter &
Gamble
Del
Monte
Nissan Citibank
Wholesaler
Wholesaler
Retailer
Wholesaler
Retailer Retailer
2-13
Exhibit 2-9
Four Examples of Basic Channels of
Distribution for Consumer Products
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Elements of the Marketing Program
Target
Market
Marketing
Mix
Marketing
Strategy
Time-Related
Details
Marketing
Plan
Other
Marketing
Plans
A Firms
Marketing
Program
+
+
+
=
=
=
2-14
Exhibit 2-11
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Distribution of Different Firms
Based on Performance
2-15
Exhibit 2-12
2% 2% 14% 14%
Total
Failure
Poor Fair Good Exceptional
(Well below
average)
(Below
average)
(Well above
average)
(Above
average)
68%
(Average
Marketing
Program)
Death-wish
marketing
Best-practices
marketing
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Nonprofit
Organizations
Social Responsibility
Marketing
Management Process
Strategic (Management)
Planning
Marketing Strategy
Target Market
Marketing Mix
Target Marketing
Mass Marketing
Channel of Distribution

Simple Trade Era
Production Era
Sales Era
Marketing
Department Era
Marketing
Company Era
Marketing Concept
Production
Orientation
Marketing
Orientation
Customer Value

Personal Selling
Mass Selling
Advertising
Publicity
Sales Promotion
Marketing Plan
Implementation
Operational
Decisions
Marketing
Program
Key Terms
2-16