Manajemen Pemasaran Jasa

 Tujuan Perusahaan
 Profit
 Pangsa Pasar Spesifik
 Mempertahankan Eksistensi
 Tingkat Penjualan
 Tingkat Pertumbuhan
 Pelayanan Sosial, dsb
 Pencapaian Penciptaan Kepuasan Pelanggan Pemenuhan
Tujuan Organisasi Kebutuhan dan
Keinginan

Permintaan

Produsen Produk Konsumen

Penawaran

Kompetensi & Daya Beli dan

Kapasitas Kesediaan untuk
Produktif Membeli
 Anything that can be offered to a market to
satisfy a want or need (kotler & Keller)
 Terdiri dari: barang, jasa, gagasan, tempat, orang,
organisasi, informasi, properti, kombinasinya.
12-5
 Penawaran Komoditas Barang Jasa Pengalaman Transformasi
Ekonomik
Perekonomi- Agraris Industri Jasa Pengalaman Transformasi
an
Fungsi Extract Make Deliver Stage Guide
Ekonomi
Karakteristik Fungible Tangible Intangible Memorable Effectual
Penawaran
Atribut Kunci Natural Baku Custumized Personal Individual
Metode Disimpan Disimpan stlh Diberikan Dirasakan Dipertahankan
Penawaran dlm Jlh Besar produksi sesuai selama durasi kontinyu
permintaan tertentu sepanjang
waktu
Penjual Trader Manufacturer Provider Stager Elicitor
Pembeli Market Customer Client Guest Aspirant
Faktor yang Karakteristik Fitur Manfaat Sensasi Sifat (Traits)
dicari
13-7
 Any act of performance that one
party can offer another that is
essentially intangible and does not
result in the ownership of anything;
its production may or may not
be tied to a physical product.

13-8
 Private
Government
nonprofit

Business Retail

Manufacturing

13-9
 Who or What is the Direct Recipient of the Service?
DIRECTED AT PEOPLE
What is the Nature
of the Service Act?
TANGIBLE People Processing
ACTS
e.g., airlines, hospitals,
hotels, restaurants,
haircutting, fitness centers
INTANGIBLE Mental Stimulus
ACTS
Processing
e.g., broadcasting,
consulting,
education, psychotherapy
DIRECTED AT POSSESSIONS
Possession
Processing
e.g., freight, repair,
cleaning, landscaping,
retailing, recycling
Information Processing
e.g., accounting, banking,
insurance, legal, research
10
 Pure tangible good

Good w/ accompanying services

Hybrid

Service w/ accompanying goods

Pure service

13-11
 Equipment-based or people-based
 Service processes
 Client’s presence required or not
 Personal needs or business needs
 Objectives and ownership

13-12
13-13
 Intangibility

Inseparability

Variability

Perishability

13-14
The Service Product

15
 Distribution
Price

Vehicle
Service
frequency

Transport In-flight
service
Pre- and
post-flight Food
service and
drink
KEY
Tangible elements
Intangible elements
Marketing Positioning
(Weighted toward evidence) Source: Shostack

16
 Most firms offer customers a package of
benefits:
 core product (a good or a service)
 supplementary services that add value to the core
 In mature industries, core products often
become commodities
 Supplementary services help to differentiate
core products and create competitive advantage
by:
 facilitating use of the core service
 enhancing the value and appeal of the core

17
 Information

Payment Consultation

Billing Core Order-Taking

Exceptions Hospitality
KEY:
Facilitating Safekeeping
Enhancing
18
 Customers often require
information about how to
Core obtain and use a product or
service. They may also
need reminders and
documentation

19
 Many goods and services
must be ordered or reserved
Core
in advance. Customers need
to know what is available and
may want to secure
commitment to delivery

20
 “How much do I owe you?”
Core Customers deserve clear,
accurate and intelligible
bills and statements

21
 Customers may pay faster
Core and more cheerfully if you
make transactions simple
and convenient for them

22
 Value can be added to
goods and services by
Core offering advice and
consultation that are
tailored to each customer’s
needs and situation

23
 Customers who invest time
and effort in visiting a
business and using its
Core services deserve to be
treated as welcome guests
(after all, marketing invited
them there!)

24
 Customers prefer not to
worry about looking after
the personal possessions
Core
that they bring with them
to a service site; they also
expect firms to help care
for the goods that they
purchase or rent.

25
 Customers appreciate some
flexibility in a business
Core when they make special
requests. They expect it
when not everything goes
according to plan

26
Fast-Food
Restaurant See sign Park and Order meal, Pick up Find table Clear table
(Eat In) enter and pay meal and eat and leave

Drive-In See sign Stop car at Order via Get meal at Drive away,
Restaurant order point microphone pickup, pay eat in car
(Take Out)

Home Telephone Order food, Driver rings Pay driver,

Delivery Restaurant take food Eat
give address doorbell

Home Arrange to Plan meal, Food and Meal is Staff cleans

Catering meet caterer pay deposit staff arrive prepared Eat up; pay
and served

27
 Unsur Fisik – Facilitating goods & Support
goods, misalnya: menu makanan di restoran,
film di bioskop
 Manfaat Sensual (Sensual Benefits) – Manfaat
yang berkaitan dng panca indera, misalnya
aroma dan rasa makan di restoran
 Manfaat psikologis – tidak dapat didefinisikan
dengan jelas, sifatnya subyektif
 Core
Product

Tangible
Priority baggage

Menu Hidangan
Safety Record Schedule Augmented
Time Critical Transport

Alokasi Tempat Duduk

Tur
Paket liburan
 Substantive Service atau Service Concept
 Essential bagi konsumen
 Bentuk bisa barang/jasa

 Memerlukan Common View atau Perceptual

Congruence
 Kombinasi produk yang bersifat nyata dan
tidak nyata
 Semakin intangible produk yang ditawarkan,
maka semakin besar bukti fisik yang
dibutuhkan
 Manajemen bukti fisik penting dalam
pemasaran jasa
 Ada kondisi dimana jasa sekundder tidak
disediakan oleh penyedia jasa, melainkan
oleh pelanggan itu sendiri
 Fitur  Contoh?
 Styling
 Kemasan
 Merek
 Bukti Fisik
 Penyampaian Jasa
 Proses
 SDM
 Kualitas
 Mudah dievaluasi
 Pakaian
 Permata
DOMINAN  Mebel Credence Quality
BERUPA  Rumah Sangat Penting
BARANG  Mobil
 Hidangan Restoran
 Paket Liburan
 Potong Rambut Experience Quality
DOMINAN  Child Care Sangat Penting
BERUPA  Reparasi TV
JASA  Jasa Hukum
 Terusan/Kanal Search Quality
 Repasarasi Mobil Sangat Penting
 Diagnosis Medis
Sukar Dievaluasi
Evaluasi Konsumen terhadap Jasa
9-35
 A name, term, sign, symbol
or design, or a combination of them,
intended to identify the goods
or services of one seller or group
of sellers and to differentiate
them from those of competitors.

9-36
  Excels at delivering  Well-designed brand
desired benefits hierarchy
 Stays relevant  Uses multiple
 Priced to meet marketing activities
perceptions of value  Understands consumer-
 Positioned properly brand relationship
 Communicates  Supported by
consistent brand organization
messages  Monitors sources of
brand equity

9-37
 Identify the maker

Simplify product handling

Organize accounting

Offer legal protection

9-38
 Signify quality

Create barriers to entry

Serve as a competitive
advantage

Secure price premium

9-39
 Endowing products and services
with the power of a brand.

9-40
 Attribute Brand --- Ford Mobil Amerika
 Aspirational Brand --- Rolex
 Experience Brand --- Nike – Just do it
 Brand
Presented Brand Awareness
Perusahaan

Brand Equity
Komunikasi
Merek Eksternal

Pengalaman Brand
Pelanggan Meaning
 The differential effect that brand
knowledge has on consumer
response to the
marketing of that brand.

9-43
 Thoughts Feelings

Knowledge

Beliefs Images

Experiences

9-44
 Strong

Unique

Favorable

9-45
 Improved perceptions of
product performance
 Greater loyalty
 Less vulnerable to
competition
 Less vulnerable to crises
 Larger margins
 Inelastic consumer
response to price increases
9-46
 Elastic consumer
response to price
decreases
 Greater trade
cooperation
 Increase in
effectiveness of IMC
 Licensing opportunities
 Brand extension
opportunities
9-47
 The marketer’s vision of what
the brand must be and do for
Consumers.

9-48
9-49
  Brand Asset Valuator
 Aaker Model
 BRANDZ
 Brand Resonance

9-50
 Knowledge
Brand Equity

Esteem
Relevance
Differentiation

9-51
9-52
 Brand-as-product Brand-as-organization

Brand-as-person Brand-as-symbol

9-53
 Brand
loyalty
Brand Brand
associations awareness

Proprietary Perceived
assets quality

9-54
 Bonding
Advantage
Performance

Relevance

Presence
9-55
9-56
 Brand Elements

Marketing Activities

Meaning Transference

9-57
 Brand
names URLs

Slogans
Elements
Logos

Characters
Symbols

9-58
9-59
  Memorable  Transferable
 Meaningful  Adaptable
 Likeability  Protectible

9-60
9-61
  Like a good neighbor,
State Farm is there
 Just do it
 Nothing runs like a
Deere
 Help is just around the
corner
 Save 15% or more in 15
minutes or less
9-62
 We try harder
 We’ll pick you up
 Nextel – Done
 Zoom Zoom
 I’m lovin’ it
 Innovation at work
 This Bud’s for you
 Always low prices
 Brand Audits

Brand Tracking

Brand Valuation

9-63
 Brand 2004 Brand Value (Billions)
Coca-Cola $67.39
Microsoft $61.37
IBM $53.79
GE $44.11
Intel $33.50
Disney $27.11
McDonald’s $25.00
Nokia $24.04
Toyota $22.67
Marlboro $22.13
9-64
 Brand earnings Brand strength
 Brand sales  Leadership (25%)
 Costs of sales  Stability (15%)
 Marketing costs  Market (10%)
 Overhead expenses  Geographic spread
 Remuneration of (25%)
capital charge  Trend (10%)
 Taxation  Support (10%)
 Protection (5%)

9-65
 Brand Reinforcement

Brand Revitalization

Brand Crises

9-66
9-67
 Develop new brand
elements

Apply existing brand

elements

Use a combination of
old and new

9-68
  Brand line  Line extension
 Brand mix  Category extension
 Brand extension  Branded variants
 Sub-brand  Licensed product
 Parent brand  Brand dilution
 Family brand  Brand portfolio

9-69
 Individual names

Blanket family names

Separate family names

Corporate name-
individual name combo

9-70
9-71
 Flankers Cash Cows

Low-end High-end
Entry-level Prestige

9-72
Matriks Ansoff: Pasar (Konsumen)
Saat Ini Baru
Saat Ini

Pengembangan
Penetrasi Pasar
Pasar
Jasa

Pengembangan
Baru

Diversifikasi
Jasa
 Sales and Profits Over the Product’s Life From Inception to Demise

Sales and
Profits ($) Sales

Profits

Time
Product Introduction Growth Maturity Decline
Develop-
ment
Losses/
Investments ($)

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
 Main Street

Tornado

End of Life
The Bowling
Early Market Chasm Alley
 Pada tahap mature
 Memanfaatkan kapasitas kosong
 Menyeimbangkan portofolio
 Retensi Pelanggan
 Adanya Peluang
 Style Changes
 Service Improvements
 Service line Extentions
 New Service
 Major Innovations
 Awareness
 Interest
 Evaluation
 Trial
 Adoption
 Eliminasi Jasa
 Faktor Pertimbangan:
 Potensi PasarYad
 Manfaat dari modifikasi jasa
 Keuntungan strategi pemasaran
 Manfaat penghematan waktu bila mengeliminasi jasa
 Daya tarik peluang alternatif perusahaan
 Kontribusi jasa di luar biayalangsung
 Kontribusi jasa penjualan lainnya