Modul

MANAJEMEN PEMASARAN II
Sumber Acuan:
1. Kotle, P. and Keller, K., L., 2015. Marketing Management Global Edition (Kindle Edition). New Jersey: Pren-Hall
2. Kotler, P., Armstrong, G., 2014. Principles of Marketing (14 ed). New Jersey: Pran-Hall

Disusun Oleh:
Prof Dr Manahan P. Tampubolon. MM

FAKULTAS EKONOMI
UNIVERSITAS TRISAKTI
2021
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 1
 Kuliah 1
Manajemen Pemasaran II

Developing Marketing Strategies and Plans

o Marketing and Customers value
The Value delivery process
a. Traditional physical process sequence

Make the product Sell the product

Design Advertise/
Product procure Make Price Sell promote Distribute Service

b. Value creation and delivery sequence

Choose the value Provide the value Communicate the value

Customer Market Value Product Service Sourcing Distribute Sales Sales

segmentation selection/ positioning development development Pricing Making Servicing force promotion Advertising

2/28/2021 focus 2
Prof Dr MP.Tampubolon,SE., MM
Delivering customers value and satisfaction

Infra struktur Coy

Aktivitas Human resources management Margin

Pendukung
Technology development

Procurement (pembekalan)

Inbound Outbound Marketing

Operation and Service
logistics logistic Sales Margin

Aktivitas Utama

Gambar: The Generic value chain

2/28/2021 3
Prof Dr MP.Tampubolon,SE., MM
 o Corporate and Devision Strategic Planning
Defining the Corporate Mission
1. Industry
2. Product and applications
3. Competences
4. Market segment
5. Vertical
6. Geografical
Defining the Business
Assesing Growth Opportunities
1. Intensive growth
2. Integrative growth
3. Diversification growth
4. Downsizing and disvesting older business
The Strategis Planning Gap
Desire
Sales sales Diversification growth
( $ million) Strategic Planning Gap
Integrative growth

Intensive growth

Current Portopolio

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 4

Types of Opportunities
Four Basic Types of Opportunities
Present Products New Products

Present Markets Market Product

Penetration Development

Market
New Markets
Development Diversification

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 5

 Kuliah 2
Business Unit Strategic Planning
o Product Planning: The Nature and Contents of a Marketing Plan
oo Executive summary and table of content
oo Situation analysis
oo Marketing strategy
oo Financial projections
oo Implementation control
o The nature of high-performance businesses
oo Stakeholders
oo Processes
oo Resources
oo Organization and organizational culture

o Attracting and retaining customers

o attracting customers
o computing the cost of lost customers
o the need for customer retention
o measure customer lifetime value
o customers relationship management (crm): the key
2/28/2021 o forming strong customer bonds: the basic 6
Prof Dr MP.Tampubolon,SE., MM
 Marketing Strategy Planning Process

Narrowing down to focused strategy with screening criteria

(mempersempit strategi fokus dengan kriteria penyaringan)

Customers
Segmentation Product Place
S. & Targeting
W. Target
Company
O. Market
T. Differentiation
& Positioning Price Promo
Competitors

External Market Environment

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 7

 Customer Value Reflects Benefits and Costs
Customer value concerns the difference between the benefits a
customer sees from a firm’s market offering and the costs of obtaining
those benefits

Costs Benefits

The customer’s 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...
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 8
 Elements of the Marketing Program

Target
Market

+ = Marketing
Strategy

Marketing Marketing
Mix + = Plan
A Firm’s
Time-Related
Details + = Marketing
Program

Other
Marketing
Plans

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 9

 Kuliah 3
Introduction New Market Offering
o Challenges in New Product Development
1. New-to-the-world products
2. New product lines
3. Additions to existing product lines
4. Improvements and revisions of existing product
5. Repositionings
6. Cost reductions
o Organization arrangements
1. Budgeting for New Product Development
2. Organizing New-Product Development
o Managing the Development process
1. Idea Generation
2. Idea Screening
o Managing the Development process; Concept to strategy,
Development to Strategy
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 10
 The Product Life Cycle

Market Market Market Sales

Introduction Growth Maturity Decline

Total Industry
Sales

Total Industry
Profit
$0
Time
–

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 11

Planning for Life Cycle Stages
Introducing New Focus:
Products Budget / Rate of Growth

Managing Mature Focus:

Products Persuasion / Less Profit

Focus:
Future Adaptation New or Improve?

Focus:
New Markets New Strategies

Focus:
Dying Products Phase Out
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 12
 Types of New Product Opportunities

Immediate Satisfaction
High Low

High Desirable Salutary

Products Products
Long-Run
Consumer
Welfare Deficient
Pleasing
Low
Products Products

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 13

 New-Product Development Management

Top Level
Support

Authority
Key
Issues
Market-Guided
R&D

Integration &
Coordination
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 14
 Kuliah 4
Developing Pricing Strategies
o Understanding Pricing
1. Bagaimana perusahaan menetapkan harga
2. Psikologi Pelanggan terhadap harga
o Setting the Price
Step 1. Selecting the Price objective
Step 2. Determaning demand; 1). Price Sensitivity, 2). Estimasi
demand curve, 3). Price elesticity of demend
Step 3. Estimating Cost; 1). Types of cost and levels of production,
2). Accumulated production, 3). Activity-based cost accounting,
4). Target costing
Step 4. Analyzing Competirors Cost, price, and offers
Step 5. Selecting a Pricing Method
1). Mark Up Pricing, 2). Target return Pricing (Break event
Point), 3). Perceived-value pricing (harga yang diyakini)
Step 6. Selecting the Final Price;
1). Impact of other marketing activity
2). Company pricing police, 3). Gain-and-risk-Sharing Pricing,
4). Impact of price on other parties
2/28/2021 15
Prof Dr MP.Tampubolon,SE., MM
 Pricing Objectives
Target
Return
Profit
Oriented Maximize
Profits

Dollar or Unit
Sales Growth
Pricing Sales
Objectives Oriented Growth in
Market Share

Meeting
Competition
Status Quo
Oriented Nonprice
Competition
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 16
 Strategy Planning for Price
Target
Market

Product Place Promotion Price

Pricing
objectives

Geographic
Discounts and
Price levels term —
Price allowances—
over product who pays
flexibility to whom and
life cycle transportation
when
and how

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 17

 Price Level Policies
Skimming Pricing

Price Sell at high

price before
Initial reducing to “Skim the cream”
skimming next price level pricing involves
price and repeat selling at a high price
to those who are
Second willing to pay before
price aiming at more
price-sensitive
Final consumers.
price

Quantity

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 18

 Price Level Policies
Penetration Pricing

Price

Whole
Penetration pricing market price
involves selling the
whole market at one
low price.

Quantity

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 19

 Discount Pricing
Quantity Seasonal

Discount
Pricing
Sale Cash

Trade
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 20
Price Flexibility Policies
o One-price policy
oo The same price to all customers who purchase products under
essentially the same conditions and quantities
oo Exchange rate changes may make this difficult in international
markets
o Flexible pricing (e.g., in channels, business markets, expensive
consumer shopping products)
Issues:
oo Use is increasing because of impact of information technology,
customer databases, scanners, etc.
oo Selling costs may be higher if prices are negotiated
oo “Signals” to competitors
oo Customer dissatisfaction may be a problem
oo “Gray channels” and cross-shipping

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 21

 Allowances (Pemberian uang)

Advertising
Allowance

Common Stocking
Kinds Allowance
of
Allowances Push Money
Allowance

Trade-In
Allowance
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 22
 Geographic Pricing Policies

F.O.B.

Common Zone
Geographic
Pricing
Policies Uniform
Delivered

Freight
Absorption
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 23
 ?
Value Pricing
??? Focus on Customer
Requirements
?

$
???
?
???
Target Market and
Competition

Fits with Strategy

Planning
?
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 24
 Kuliah 5

Place and Development of Channel Systems

Managing value Networks and Channels
Nilai jaringan kerja merupakan sistem partnership dan aliansi
dari kreasi perusahaan untuk, mencari sumber, menambah sumber,
dan pengiriman barang.
Tingkatan channels:
1. zero-level channel
2. two-level channel
3. Three-level channel

Channel dynamics
1. Vertical marketing systems (convensional marketing channel, vertical
marketing system /vms)
1.1. Corporate and administrered VMS
1.2. Contratual VMS(whole seller-sponsored voluntary chains; retailer
cooperatives; franchise organizations)
1.3. The new competition in retailing
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 25
2. Horizontal marketing systems
Dua atau lebih perusahaan yang berbeda membuat channel bersama.
Misalnya: Mall SP memberi ruang Branch Office pada suatu bank.

3. Multichannel marketing systems

3.1. planning channel architecture
3.2. roles of individual firms.
4. conflict, cooperation, and competition
4.1. types of conflict and competition
o Vertical conflict, antara pusat dan cabangnya.
o Horizontal conflict, antara perusahaan dengan dealer.
o Multichannel conflict, antara dealer-dealer dalam satu pasar
dengan perusahaan.
4.2. causes of channel conflict (differences in perceiption)
4.3. managing channel conflict
o co-optation
o Mediasi
o Arbitration
5. Legal and ethical issues in channel relations
Selalu berdasarkan Agreements
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 26
 Strategy Decision Areas in Place
Place objectives

Customer
Type of
service
channel
level desired

Direct Indirect Type of

physical distribution
facilities needed

Degree of market Middlemen/ How to manage

exposure desired facilitators needed channels

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 27

 Managing Channel Relationships
Choosing the Type of
Relationship

Whole-Channel
Product-Market Commitment
Key
Issues in
Conflict Handling
Channel
Management
Common Objectives

Role of Channel Captain

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 28
Regrouping Activities

Bulk-
Accumulat Breaking
ing

Sorting Assorting

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 29

 Vertical Marketing Systems

Type of channel

Characteristics Vertical marketing systems

Traditional
Administered Contractual Corporate

Little or Some to Fairly good

Amount of cooperation Complete
none good to good
Economic One
Control maintained by None power and Contracts company
leadership ownership

Typical
General
Examples “inde-pendent McDonald’s Florsheim
Electric
s”

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 30

 Market Exposure

Intensive What
Market
Exposure
Fits the Selective
Marketing
Objectives

Exclusive = number of
outlets

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 31

 Kuliah ke-6

Promotion —Introduction to
Integrated Marketing
Communications

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 32

 Basic Promotion Methods
Target
Market

Product Place Promotion Price

Direct Personal Mass Sales

Marketing Selling Selling Promotion

Advertising Publicity

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 33

 Sales Promotion Activities
Aimed at final Aimed at middlemen Aimed at company’s
consumers or users (Untuk perentara) own sales force
(Pengguna akhir) (Tenaga Penjual sendiri))

Contests Price deals Contests

Coupons Promotion allowances Bonuses
Aisle displays Sales contests Meetings
Samples Calendars Portofolios
Trade shows Gifts Displays
Point-of-purchase Trade Shows Sales aids
materials Meetings Training materials
Banners and Catalogs
streamers Merchandising aids
Trading stamps
Sponsored events

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 34

The Traditional Communication Model

Message
Source Encoding Decoding Receiver
channel

Noise

Feedbac
k

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 35

 Customer-Initiated Interactive Communication

Receiver
(Customer)

Source’s Noise Search

Message

Select a Message
topic channel
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 36
 Promotion and the Demand Curve
Price Price Price

D
D D
D 1 D
D
2
0 0 0
Quantity Quantity Quantity

A. To be more elastic B. to the right C. Both to the right

and more elastic

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 37

 Promotion and the AIDA Model

Promotion Objectives Adoption Process AIDA Model

Informing Awareness Attention

{ Interest
Evaluation
Interest

Persuading Trial } Desire

Decision
Reminding
Confirmation } Action

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 38

Message Interpretation

Encoder

The same
Common message may
frame of be interpreted
reference differently by the
encoder and the
decoder
Decoder

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 39

 Push-Pull Strategies
Producer’s Promotion Blend
Personal Selling, Sales Promotion, Advertising, Publicity

Wholesaler Promotion to Wholesaler

Promotion Channel Members Promotion
Push Push
Business Customers

Final Customers
Promotion to
Retailer
Promotion
Promotion to

Push

Business Final
Customer Consumer
Pull Pull

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 40

The Adoption Curve
Laggards/
Late Majority
Early Adopters Early Majority Nonadopters
Innovators (Awal adopsi) (Awal Mayoritas)
(Mayoritas (lamban/Tdk
(3-5%) lambat) diadopsi)
(10-15%) (34%) (34%) (5-16%)
90
Percent Adoption

50

20

5
0
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 41
?Setting the Promotion Budget
??? Percentage of Sales

? Match Competitors

??? Per Unit

?
Uncommitted Resources
???
?
2/28/2021
Task Method
Prof Dr MP.Tampubolon,SE., MM 42
 Kuliah ke-7

Review
o Developing Marketing Strategies and Plans
o New Market Offering
o Developing Pricing strategies
o Designing and Managing Value Network and Channel

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 43

 Kuliah ke-9

Managing Mass Communication:

Advertising, Sales Promotion ,

Events and Public Relation

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 44

 Strategy Planning for Advertising

Target Market

Product Place Promotion Price

Personal Mass Sales

Selling Selling Promotion

Advertising Publicity

Target Kind of Who will do

Media types Copy thrust
audience advertising the work?
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 45
Setting Advertising Objectives
Introduce New Products

Position Brands

Obtain Outlets

Ongoing Contact
Strategy
Support Sales Force
Decisions
in Setting Get Immediate Action
Advertising
Maintain Relationships
Objectives
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 46
Kinds of Advertising

Pioneering Competitive

Kinds
of Product
Advertisin
g

Reminder

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 47

Choosing Media
Television Yellow Pages

Newspaper Magazine
Major Kinds
of Media
Direct Mail Outdoor

Radio Internet
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 48
 ?
Advertising on the Internet
????? Many Forms

? Seek Direct Response

????? More Exposure

? Better Targeting

????? Context Ads/Pointcasting

? Pay for Results

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 49
 Planning the Message
Get Attention

Hold Interest

Arouse Desire

Obtain Action

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 50

 ?
Measuring Advertising Effectiveness
??? Consider the Total Mix
?
??? Research and Testing
May Improve Odds
?
??? Build Upon
What Works
?
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 51
 Issues in Managing Sales Promotion

+ +
Hasil segera Pertumbuhan
(Immediate (Growth)
Results)
+
+
Positives

Negative
s
-
Mengurai loyalitas -
merk Sulit Mengelola
(Erodes Brand (Hard to Manage)
Loyalty)
-
-

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 52

Possible Effects of Sales Promotion
Unit Sales

Period of
promotion

Sales temporarily
increase, then
decrease, then
return to regular
level

Time

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 53

 Possible Effects of Sales Promotion
Unit Sales

Period of
promotion

Sales temporarily
increase and then
return to regular
level

Time
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 54
 Possible Effects of Sales Promotion
Unit Sales

Period of
promotion

Sales increase and then

remain at higher level
(Kenaikan penjualan dan
kemudian tetap pada
tingkat yang lebih tinggi)

Time
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 55
 Kuliah ke-10

Managing Personal Communication:

Direct Marketing and
Personal Selling

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 56

 Strategy Planning for Personal Selling
Target Market

Product Place Promotion Price

Personal Mass Sales

Selling Selling Promotion

Number and
Selection and Compensation
kind of Personal selling
training and motivation
salespersons techniques
procedure approach
needed
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 57
 Basic Sales Tasks

Focus:
Major Accounts Large Customers

Focus:
Telemarketing
Quick, Inexpensive

Focus:
Sales Territory
Geographic Area

Focus :
Sales Force Size
Work Load

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 58

Selecting, Training, and Motivating
Job
Description

Key Training
Component
s
Level of
Compensation

Method of
Payment
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 59
 Information Technology and Sales
New software and hardware provide a
competitive advantage for
salespeople in many industries.
For example, financial planners can
use sophisticated software to analyze
the needs of clients in six keys areas
of financial planning, customizing
their recommendations for each
clients’ unique situation.

Perangkat lunak baru dan perangkat

keras memberikan keunggulan
kompetitif bagi tenaga penjualan di
banyak industri.
Sebagai contoh, perencana keuangan
dapat menggunakan perangkat lunak
yang canggih untuk menganalisis
kebutuhan klien dalam bidang enam
tombol perencanaan keuangan,
menyesuaikan rekomendasi mereka
untuk setiap klien situasi unik

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 60

 ?
Basic Sales Tasks

????? Mendapatkan Order

(Order-Getting)
?
????? Mengambil Order
(Order-Taking)
?
????? Mendukung
(Supporting)
?
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 61
 Types of Presentation Approaches

Prepared Three
Approach Presenta
tion
Approac Consultative
Selling Approach
hes

Selling Formula
Approach
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 62
 The AIDA Model

Attention

Interest

Desire

Action
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 63
 Kuliah ke-11

Direct Marketing

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 64

 Why a Firm May Want to Use Direct Channels
Why a Firm May Want to Use Direct Channels

Greater Control

Lower Cost

Value added subsequent to

production process

Direct contact with

Customer Needs
Some
Reasons Quicker Response or
Change in Marketing Mix
for Choosing
Direct Channels Perantara yang cocok tidak Tersedia
(Suitable Middlemen Not Available)

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 65

 o Direct Marketing
1. Direct Mail
a. Carpet boombing/karpet bom
b. Data base marketing/berbasis data
c. Interactive marketing
d. Real-time personalized marketing/pemasaran pribadi nyata
e. Lifetime value marketing
2. Catalog Marketing
3. Telemarketing
a. Telesales
b. Telecoverage
c. Teleprosapecting
d. Customers service and technical support
o Interactive Marketing
1. Designing an Attractive Web Site
a. Context
b. Content
c. Community
d. Customization
e. Connection
f. Commerce
2. Placings ads and Promotion Online
3. E-Marketing Guidelines
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 66
 Retailing on the Internet
Still in
Infancy
Competition
Wide
will bring
Assortment
Change

Costs are New

Deceptive Convenience

Shopping More
Differences Information
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 67
 Kuliah ke-12

Creating Competitive Advantage

Competitive Force
1. Threat of intense segment rivalry
2. Threat of new entrants
3. Threat of substitute products
4. Threat of buyers growing bargaining power
5. Threat of suppliers growing bargaining power
o Identifying Competitor:
Industry Concept of competition
1. Pure monopoly
2. Oligopoly
3. Monopolistic competition
4. Pure competition
o Market Concept of Competition
1. Direct Competition
2. Indirect competition
o Analysing Competitor
1. Strategies Group
2. Strengths and Weaknesses
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 68
 The Competitive Environment
Kinds of Markets

Competitor Analysis
Key
Concepts
in the Competitive Rivals
Competitive
Environment
Competitive Barriers

Information on Competitors
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 69
 Sales and Cost Curves of Two Strategies

Product A
Sales

In this graphic, a too-narrow focus on the

first year’s results might cause the
Dollars

Total marketing manager to abandon this

cost product as too costly.

Dalam grafik ini, fokus yang terlalu

sempit pada hasil tahun pertama dapat
menyebabkan manajer pemasaran untuk
meninggalkan produk ini terlalu mahal.
0 1 2 3 4 5

Year
s

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 70

 A Competitor’s Expansion Plans

Individual Commercial and Educational

uses Industrial

Personal DELL
Computers

Hardware
Accessories

Software

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 71

o Competitive Strategies for Market Leaders
1. Expanding the Total Market
a. New Customers
b. More usage
2. Defending Market Share
a. Premium performance
b. Extensive and efficient dealership system
c. Superior service
d. Full-line strategy
e. Good financing

Six Types of Defense Strategies

(2) Flank/ mengapit

(3) Pre-emptive/tindakan (1)

Attacker/ sebelum pesaing lakukan Position (6) Contraction
Penyerang (4) Counter-offensive
DEFENDER

(5)
Mobile
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 72
o Other Competitive Strategies
1. Market-Challenger Strategies (Airbus vs Boeing)
2. Market Follower Strategies (strategy of product imitation)
3. Market-Nicher Strategies (berusaha menjadi market leader di small market)

o Balancing Customer and Competitor Orientation

1. Competitor-Centered Companies
oo Situation
oo Reaction
2. Customer-Centered Companies
oo Situation
oo Reaction

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 73

 Kuliah ke-13

Global Market Place

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 74

 Tapping into Global Market
(Melihat Pasar Global)
o Competing on a Global Market
1. Global industri
2. Global firm
o Deciding Whether to Go Abroad
(Keputusan apabila masuk pasar Global)

Major Decision in International Marketing

Deciding whether Deciding which Deciding how Deciding on Deciding on
to go abroad market to to enter the the marketing the marketing
enter market program organization

o Deciding Which Market to Enter

1. Berapa banyak pasar yang dimasuki
2. Pengembangan dan membangun pasar.
o Deciding How to Enter the Market
1. Inderect and Direct Export
2. Using a Global Web Strategy
3. Licensing
4. Joint Venture
5. Direct Investment
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 75
 ?
Planning for International Marketing
????? Exporting

? Licensing

????? Contract Manufacturing

? Management Contracting

????? Joint Venturing

Wholly-Owned

?
2/28/2021 Prof Dr MP.Tampubolon,SE., MM
Subsidiaries
Anak perusahaan yang dimiliki sepenuhnya

76
o Deciding on the Marketing Program
Identifikasi 4 dimensi budaya (Hofstede) yaitu:
1. Individualism vs collectivism
2. High vs low power distnce
3. Masculin vs feminine
4. Weak vs strong uncertainty avoidance
oo Product; Straight extension, product adaptation, product invention,
and forward invention
oo Communication; dual adaptation

oo Price; 1.Set a uniform price anywhere

2. Set a market-based price in each country
3. Set a cost-based price in each country
oo Distribution Channels;
1. seller (penjual),
2. Sellers international marketing headquarter (cabang international)
3. channel antar negara
4. channel di negara lain
5. Final buyers (pembeli akhir)
o Country of Origin Effect
1. Building Country Images
2. Consumer Perception of Country of Origin
o Deciding on the Market Organization
1. Export Departement
2. International Devision
2/28/2021 3. Global Organization 77
Prof Dr MP.Tampubolon,SE., MM
 Kuliah ke-14

Ethical Marketing in a
Consumer-Oriented World:
Appraisal and Challenges

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 78

 Konsep Pemasaran Holistik –
Konsep Pemasaran Holistik adalah konsep pemasaran yang sering dipakai pada akhir dekade ini. Komponen dalam
orientasi pemasaran ini ada 4 yaitu relationship marketing, integrated marketing, internal marketing dan social responsibility
marketing.

1. Relationship Marketing
Menurut Keegan, Duncan, dan Moriaty (1995, p. 1) relationship marketing adalah pendekatan pemasaran pada
pelanggannya yang meningkatkan pertumbuhan jangka panjang perusahaan dan kepuasan maksimum pelanggan.
Pelanggan yang baik merupakan suatu aset dimana bila ditangani dan dilayani dengan baik akan memberikan pendapatan
dan pertumbuhan jangka panjang bagi suatu badan usaha. Kotler (1997, p. 11) juga menyebutkan bahwa relationship
marketing merupakan suatu praktik membangun hubungan jangka panjang yang memuaskan dengan pihak-pihak kunci
meliputi pelanggan, pemasok, dan penyalur guna mempertahankan preferensi dan bisnis dalam jangka panjang.

2. Integrated Marketing
Integrated Marketing atau pemasaran terpadu akan menimbulkan dua pemikiran yang hadir menyertainya. Pemikiran
pertama, tentang koordinasi dalam fungsi pemasaran itu sendiri, dan pemikiran kedua mengenai keterkaitan antar fungsi.
Koordinasi maupun keterkaitan tersebut, diikat sama oleh kunci melayani pelanggan. Ini berarti, semua tugas dalam fungsi
pemasaran dan fungsi-fungsi bisnis lainnya mengarah serta berkomitmen memberikan kepuasan kepada pelanggan.

Konkretnya istilah pelanggan dipecah ke dalam pelanggan internal, dan pelanggan eksternal.

3. Internal Marketing
Internal Marketing atau Pemasaran internal adalah proses yang terjadi dalam suatu perusahaan atau organisasi dimana
proses fungsional sejajar, memotivasi dan memberdayakan karyawan di semua tingkat manajemen untuk memberikan
pengalaman pelanggan yang memuaskan.

4. Social Responsibility
Social Responsibility atau Tanggung jawab sosial adalah etika ideologi atau teori bahwa entitas , baik itu organisasi atau
individu , memiliki kewajiban untuk bertindak untuk menguntungkan masyarakat pada umumnya. Tanggung jawab ini dapat
pasif, dengan menghindari terlibat dalam tindakan sosial berbahaya, atau aktif, dengan melakukan kegiatan yang secara
langsung memajukan tujuan sosial.

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 79

 o Internal Marketing
oo Organizing the market development dengan:
1. functional organizing,
2. geografical organizing,
3. product brand-management organazing,
4. matrix management organizing.
o Socially Responsible Marketing
oo Corporate social responsibility
1. legal behavior
2. ethical behavior
3. social responsibility behavior
o Marketing Implementation
oo Diagnostic skills
oo Identification of Company level
oo Implementation skills
oo Evaluation skills
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 80
 o Evaluation and Control
oo Efficiancy control
1. The Market effectiveness reviews
2. The Marketing Audit

o The Future of Marketing

oo Demise marketing department devise of holistic
marketing (kebangkitan holistik marketing)
oo Demise of free-spending and revice of ROI marketing
(marketing berorientasi kepada ROI)

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 81

 ?
Micro-Marketing Costs
????
? Lack of Interest

????
? Poor Blending of
the Four Ps
????
? Lack of Understanding
of the Marketing
???? Environment
2/28/2021 Prof Dr MP.Tampubolon,SE., MM 82

?
 ??
Macro-Marketing Criticisms

??? Undesirable Practices

?? Advertising Wastes
Resources
??? Consumers are

?? Manipulated

??? Superficial Change

??
2/28/2021
Not Enough Social
Value
Prof Dr MP.Tampubolon,SE., MM 83
Challenges Facing Marketers

More Social Natural

Responsibility Environment

International Some Consumer

Competition Privacy
Key
Challenges
Continuous
Facing Role of
Improvement Marketers Law

Market-Oriented
Planning Consumer
Responsibility

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 84

 Kuliah ke-15

Review
o Advertising
o Sales Promotion
o Personall Selling
o Direct Marketing
o Creating competitive Advantage
o The Global Market Place
o Sustainable Marketing – Social Responsibility &
Ethics

2/28/2021 Prof Dr MP.Tampubolon,SE., MM 85