Konsep Manajemen Pemasaran

Why need management?

Mencapai tujuan (individu dan organisasi) Keseimbangan antara tujuan yg bertentangan (pemilik, karyawan, konsumen, kreditur, pemerintah) Mencapai EFISIENSI dan EFEKTIFITAS

Manajemen

 Sbg SENI dan ILMU (Follet, Schein, John F

Mee)  Fungsional (Stoner, GR Terry, Gullick, Ernest Dale, Donnel, Oet dan Dowman)  Pendekaan Rekayasa Industri, Teori Organisasi, Perilaku, Tanggungjawab  Fasilitas 6M

 Customers are the people who buy the

products

Consumers are the people who

actually use the product

Strategi Pemasaran

It is a combination of target markets and marketing mixes.

Market
A market is all potential customers who share common needs and wants, and who have the ability and willingness to buy the product.. product

RenStra Marketing
Target Marketing
Riset Pasar Segmentasi Pasar Positioning

Lingkungan Bersaing Marketing Mix

1.Market Research
Identify costumer and consumer needs, financial to buy product (budget)

2. Market Segmentation
Pembagian/pengelompokan kondisi pasar yg heterogen menjadi homogen dg berbagai karakteristik

Six Segmentation Bases

 Geography  Demographics  Psychographics  Behavior  Product-related Product Channel of distribution

3. Market Penetration
Mengetahui ketangguhan pemasaran produknya pasar dalam

Pendekatannya dg POSITIONING (posisi persaingan pasar)

Alternative Strategies by Industry Position

   

Market Market Market Market

Leaders Challengers Followers Nichers

Lingkungan Bersaing
Company s Value Chain

Distributors

Suppliers

Customers

Marketing Mix
A marketing mix includes those controllable factors that have been chosen to satisfy customer needs. The eight controllable factors are product, price, place, promotion, packaging, programming, partnership, and people.

MARKETING MIX

The 4 Ps of the Marketing Mix

The Marketing Mix