Prinsip prinsip dasar pemasaran

Ridwan Iskandar SE

MARKETING
Prinsip prinsip dasar pemasaran

1. Konsep Pemasaran 2. Orientasi konsumen 3. Pemuasaan kebutuhan dan keinginan konsumnen 4. Nilai dan Proses Pertukaran 5. Segmentasi Pasar 6. Siklus kehidupan produk 7. Bauran Pemasaran
Alastair M. Morrison Hospitality and Travel Marketing New York, Delmar Publisher Inc

MARKETING
KONSEP PENERAPAN PEMASARAN

Konsep Produk Konsep Produksi / Operation Konsep Penjualan Konsep Pemasaran Konsep Pemasaran Berwawasan Sosial Konsep Customer
Manajemen Pemasaran, Edisi Milenium, Philip Kotler 2000

MARKETING
EVOLUSI PERAN PEMASARAN TERHADAP CUSTOMER

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MARKETING
EVOLUSI PERAN PEMASARAN TERHADAP CUSTOMER

Manajemen Pemasaran Edisi Milenium, Philip Kotler 2000

MARKETING
CORE CONCET MARKETING
Need, want & demand
Product (good, services & idea)

Value, cost and satisfaction

Markets

Relationships & networks

Exchange & transaction

Marketers and prospects

Manajemen Pemasaran, Edisi Milenium, Philip Kotler 2000

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Marketing concept philosophies.

Decisions
Menu design

when the marketing concept is applied

Let s conduct focus group interviews using our current and target market customers to determine which potential new menu items we should add to our menu. How do you think our guests will perceive the price value of our new weekend package if we increase the price by 5 percent?

when the marketing concept is not applied

Let s add two steaks to the menu; that s what I like to eat.

Pricing

Let s increase the price by 5 percent; that s what we did last year.

Guest requests

We don t have any rooms with a We don t have any king bed available at this time, rooms with a king bed but I can have one ready for you left. You ll have to take in 30 minutes. Can I have the bell a room with two double staff check your bags until then? beds. 7

Marketing concept philosophies.

Decision
Guest service

when the marketing concept is applied

I m very sorry that you had to wait 20 minutes for your breakfast this morning. May I offer you a complimentary breakfast today, or would you like the credit applied toward your breakfast tomorrow? That is a very good idea. I ll talk about it at our staff meeting tomorrow and see if we can use your suggestion to improve service. Thanks for suggesting that.

when the marketing concept is not applied

I m sorry you had to wait, but we were shorthanded today. One of the servers called in sick.

Reactions to negative guest comments

Your idea isn t feasible, and besides, it s against our policy.

Hospitality Marketing Management, Robert D. Reid & David C. Boianic. 2006

Segmentasi Pasar
Tidak semua orang dapat menjadi prospek, betapa pun bagus dan hebatnya produk Anda. Produk yang baik harus memenuhi program segmentasi yang memadai & tentu saja harus cukup menguntungkan.
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Manfaat Segmentasi
Mendesain produk yang lebih responsif terhadap kebutuhan pasar. Menganalisis pasar. Menemukan peluang. Menguasai posisi superior & kompetitif. Menentukan strategi promosi yang efektif & efisien.

Syarat Segmentasi yang baik

Segmen itu cukup besar. Punya daya belinya. Dapat dibedakan dengan segmen lainnya. Apakah sudah ada pesaing yang menguasai segmen itu? Dapat dijangkau. Sumber daya perusahaan memadai.
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MARKET SEGMENTATION: VARIABLES

Psychographic Segmentation: By Personality By Lifestyle By Social Class Geographic Segmentation: By Nations By Regions By States By Cities By Localities Demographic Segmentation: By Age By Gender By Income By Education Level By Religion/Race By Nationality Behavioral Segmentation: By Usage Pattern By Occasion By Loyalty Factor By Attitude Towards The Product

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product life cycle

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KARAKTERISTIK PEMASARAN - PLC

Perkenalan Tujuan Pertumbuhan Kedewasaan Memaksimumkan laba sambil mempertahankan pangsa pasar Diversifikasi Kemunduran Mengurangi pengeluaran dan memanen produk Fase pengeluaran produk yang lemah Memotong harga Fase sortir channel yang tidak produktif Mengurangi atau fase sortir pilihan promosi yang tidak efektif dan efisien 13

Mengembangkan Memaksimumkan kesadaran dan pangsa pasar percobaan produk Menawarkan produk dasar Memakai biaya lebih Menawarkan tambahan jasa Harga penetrasi Distrbusi intensif

Produk

Harga

Harga persaingan Distribusi lebih intensif Keberanian berubah merk

Distribusi Distribusi selektif / tempat Promosi Membangun kesadaran produk

Membangun kesadaran dan kepentingan

Bauran

pemasaran

adalah

sebagai

seperangkat variabel pemasaran, yang dapat dikendalikan dan dipadukan perusahaan untuk menghasilkan tanggapan yang diinginkan di dalam pasar sasaran.
Kottler dan Arm Strong (1997: 47),

4 variable bauran pemasaran : produk, harga, distribusi dan promosi

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Bauran Pemasaran diantara konsumen dan faktor faktor lainnya

Hospitality Marketing Management, Robert D. Reid & David C. Boianic. 15 2006

Terima kasih

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