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Marketing is managing profitable customer relationships.

The twofold goal of marketing:


1.To attract new customers by promising superior value and
2.keep and grow current customers by delivering satisfaction. (Kotler & Armstrong, 2011)

Tetapi dalam konteks pariwisata

Pemasaran pariwisata merupakan suatu proses


manajemen yang dilakukan oleh organisasi pariwisata
maupun industri pariwisata untuk melakukan identifikasi
terhadap wisatawan yang sudah punya keinginan untuk
melakukan perjalanan wisata dan wisatawan yang
berpotensi akan melakukan perjalanan wisata dengan
jalan melakukan komunikasi dengan mereka,
mempengaruhi keinginan, kebutuhan, memotivasinya,
terhadap apa yang disukai dan yang tidak disukainya,
pada tingkat lokal, regional, nasional ataupun
internasional dengan menyediakan objek dan atraksi
wisata agar wisatawan memperoleh kepuasan optimal
(Salah Wahab dkk dalam Yoeti; 2002:2).

Composite/Complementarity of tourist service.


No-ownership

Highly Perishable

Variability

Unstandardized

After sales service

Risky

Seasonality

Simultaneous
Psychological

Dynamic
Unique
Intangible but also tangible

ETC

Unpredictable
Inseparability/Fix Supply

Marketing need a formal organization

MANAJEMEN
PEMASARAN
PARIWISATA

Desa Pekraman Jasri, di Kabupaten Karangasem, Provinsi Bali

Marketing

FOKUS PADA PEMBELI


(WISATAWAN)

Sales

FOKUS PADA PENJUALAN


(KAWASAN)

Marketing Defined

Apa Itu Pemasaran

The process by which companies create value for customers


and build strong customer relationships in order to capture
value from customers in return (Kotler & Armstrong, 2011).

The Marketing Process

Understanding the Marketplace


and Customer Needs
Customer Needs, Wants, and Demands
Market Offerings Products, Services, and
Experiences
Customer Value and Satisfaction
Exchanges and Relationships
Markets

An

Understanding

Danau Labuan Cermin


( Kaltim)

Nusa Dua (Bali)

Raja Ampat
(Papua)

Designing A Customer-driven
Marketing Strategy
A Customer-Driven Marketing Strategy /
Marketing management: The art and science of
choosing target markets and building profitable
relationships with them.
Selecting Customers to Serve
Choosing a Value Proposition
Marketing Management Orientations,
Production concept, Product concept, Selling
concept, Marketing concept

Marketing Plan & Customer


Step by Step
Relationship
Kenali Wisatawan
Kontrol & Evaluasi

Membangun & Memelihara


Hubungan dgn Pelanggan

Use Marketing Mix

Tindakan

Susun Strategi

Building Customer
Relationship

Customer Relationship Management


The Changing Nature of Customer Relationships,
Relating with More Carefully Selected Customers ,
Relating More Deeply and Interactively
Partner Relationship Management, Partners Inside
the Company, Marketing Partners Outside the Firm

For EXAMPLE:

Sales Call

Capturing Value From


Customers
Creating Customer Loyalty and Retention
Growing Share of Customer
Building Customer Equity

Customer equity is the total combined customer


lifetime values of all of the companys current and
potential customers.
Building the Right Relationships with the Right
Customers

For EXAMPLE:

The Changing Marketing


Landscape
The Uncertain
Economic Environment
The Digital Age
Rapid Globalization
Sustainable MarketingThe Call for More
Social Responsibility (CSR)
The Growth of Not-for-Profit Marketing

So, What is
Marketing