Manajemen

Pemasaran Global
Chapter 1
Semester Genap 2015-2016
Irma M. Nawangwulan
 Introduction

• What is Global
Marketing?
• How is it different
from regular
marketing?

© 2005 Prentice Hall 1-2

 Nature of Marketing

Marketing
• A group of activities designed to expedite transactions by
creating, distributing, pricing, and promoting goods,
services, and ideas

 Create value by allowing individuals and organizations to

obtain what they need and want
 Other functional areas of the business (operations, finance,
and all areas of management) must be coordinated with
marketing decisions

Sumber: Ferrel, 2011

Pemasaran:

Serangkaian kegiatan yang melibatkan

seluruh strategi bauran pemasaran
(creating, distributing, pricing,
promoting) untuk meningkatkan nilai
barang/jasa yang pada akhirnya
memberi kepuasan para stake holder
(pelanggan, pegawai, pemilik modal)
 Konsep Pemasaran

1950 • Produk

• Orientasi Pelanggan
1960 • Pengembangan Bauran
Pemasaran: 4 P

• Memusatkan pada pelanggan dalam konteks lingkungan eksternal

1990 yang lebih luas (persaingan, kebijakan & peraturan pemerintah)

• Memusatkan perhatian pada nilai-nilai dari para pihak yang
berkepentingan (pegawai, pelanggan, pemegang saham,
masyarakat)
 Nilai Penting

Bauran Pemasaran: Prinsip Pemasaran:

1. Product (barang) 1. Nilai Pelanggan &
2. Price (harga) Persamaan Nilai
3. Promotion (promosi) 2. Keunggulan Kompetitif
4. Place (distribusi) & Diferensiasi
3. Fokus
 Tiga Prinsip Dalam Pemasaran

Nilai Pelanggan
(Costumer Value)

Perbedaan Pemusatan
(Differentiation) (Focus)
 Unsur Kunci Pemasaran
1. Nilai Pelanggan (Customer Value)

• Tujuan : menciptakan nilai pelanggan yang lebih besar dibanding

nilai yang diciptakan oleh pesaing
• Strategi :
a. menambah atau memperbaiki produk dan / layanan yang
bermanfaat
b. mengurangi harga
c. menggabungkan dua elemen diatas
Nilai Konsumen

V=B/P
V = Nilai
B = Manfaat yang diharapkan – biaya yang diharapkan
P = harga
 Unsur Kunci Pemasaran Lanjutan
2. Pembedaan (Differentiation)

• Tujuan : menciptakan keunggulan bersaing melalui pembedaan (differentiation)

• Keunggulan dapat berada di setiap elemen yang ditawarkan perusahaan
• Satu cara untuk menembus suatu pasar nasional baru dengan menawarkan suatu
produk unggul pada suatu harga yang lebih murah

3. Pemusatan (Focus)

 Tujuan : konsentrasi pada sumber daya & perhatian

 Kebutuhan untuk menciptakan nilai pelanggan pada keunggulan yang kompetitif
 Suatu cara bertahan untuk perusahaan kecil dan menengah untuk mencapai posisi
yang dominan dalam pasar dunia
 Suatu pemusatan yang jelas pada apa yang konsumen butuhkan & inginkan
 Marketing vs Global Marketing
• Marketing
– Process of planning and
executing the
conception pricing,
promotion and
distribution of ideas,
goods and services to
create exchanges that
satisfy individual and
organization goals
© 2005 Prentice Hall
• Global Marketing
– Focuses resources on
global market
opportunities and
threats; the main
difference is the scope
of activities because
global marketing
occurs in markets
outside the
organization’s home
country
1-10
 The International Marketing Task
Foreign environment
(uncontrollable)
Political/legal 1 Economic
forces forces
Domestic environment
(uncontrollable)
2
7 Competitive
Political/
legal (controllable) structure Competitive
Cultural Forces
forces
forces Environmental
Price Product
uncontrollables
7 3 country market A
Channels of
Promotion Environmental
distribution
6 uncontrollables
country
market B
Geography Level of
Economic climate Technology Environmental
and
Infrastructure 4 uncontrollables
5 country
Structure of market C
distribution
Keegan and Green, Chapter 1 11
 Global Marketing: What it is and
What it isn’t
• Global marketing does not mean doing
business in all of the 200-plus country
markets
• Global marketing does mean widening
business horizons to encompass the
world in scanning for opportunity and
threat

© 2005 Prentice Hall 1-12

 Reasons for Global Marketing

• Growth
– Access to new markets
– Access to resources
• Survival
– Against competitors with lower costs
(due to increased access to
resources)

© 2005 Prentice Hall 1-13

 Global Marketing: What it is and
What it isn’t

NEED TO:
• Search for similarities and adjust to differences

© 2005 Prentice Hall 1-14

 Standardization versus Adaptation

• Globalization (Standardization)
– Developing standardized products marketed
worldwide with a standardized marketing
mix
– Essence of mass marketing
• Global localization (Adaptation)
– Mixing standardization and customization in
a way that minimizes costs while maximizing
satisfaction
– Essence of segmentation
– Think globally, act locally

© 2005 Prentice Hall 1-15

 Standardization versus Adaptation

© 2005 Prentice Hall 1-16

 Amsterdam Singapore

Germany
© 2005 Prentice Hall 1-17
© 2005 Prentice Hall 1-18
 Management Orientations

Polycentric:
Each host country Is
Ethnocentric:
Unique, sees differences
Home country is
In foreign countries
Superior, sees
Similarities in foreign
Countries

Regiocentric:
Sees similarities and
differences in a world
Region; is ethnocentric or
polycentric in its view of
the rest of the world
Geocentric:
World view, sees
Similarities and
Differences in home
And host countries

© 2005 Prentice Hall 1-19

 The EPRG framework

• Ethnocentrism
– Associated with national arrogance & home
country superiority
– Assumes what succeeds in the home
country will also succeed in other countries
– Domestic and international companies
– Standardized approach to marketing
– Foreign markets are secondary to the
domestic market
– E.g. Nissan in 60s, Coke in the late 80s/early
90s

© 2005 Prentice Hall 1-20

 The EPRG framework

• Polycentrism
– Opposite of ethnocentrism – each
country market is unique
– Highly localized / adapted approach
to marketing
– Multinational companies – Local
“kingdoms”
– E.g. Citicorp in the 90s.

© 2005 Prentice Hall 1-21

 The EPRG framework

• Regiocentrism
– Treat a world region as one homogeneous
market (e.g. NAFTA region; the EU, etc.)
– Localization / adaptation for the region;
ethnocentric or polycentric view of the rest
of the world
• Geocentrism
– World view – focused on standardizing
programs but will adapt if indicated by
research
– Global / transnational company / a blurring
of national identity
– E.g. Toyota
© 2005 Prentice Hall 1-22
 Forces Affecting Global Integration and
Global Marketing

• Driving Forces • Restraining Forces

– Regional economic
– Management myopia
agreements
– Organizational culture
– Market needs and wants
– National controls
– Technology
– Transportation and
communication
improvements
– Product development costs
– Quality
– World economic trends
– Leverage

© 2005 Prentice Hall 1-23