minggu 1_pendahuluan
Post on 09-Apr-2018
228 Views
Preview:
TRANSCRIPT
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 1/29
Fundamental of Marketing
Rujukan :
1. Evans & Berman
2. Amstrong3. P. Khotler
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 2/29
Copyright Atomic Dog Publishing, 2002
Aturan Kelas Berpakaian yang baik, sopan, serta tidak memakai
sandal
Tidak mengaktifkan Handphone selama perkuliahan Kehadiran dan usaha yang keras setiap perkuliahan,
akan sangat diperhatikan
Biasakan diri untuk tidak terlambat masuk kelas
Selalu baca materi kuliah tiap hari dan bertanya thdmateri yang tidak dimengerti
Buat kelompok dengan anggota 3 mhs, untuk
mengerjakan tugas-tugas yang nanti akan diberikan
Aktif mengikuti semua prose perkuliahan
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 3/29
Copyright Atomic Dog Publishing, 2002
Apa manfaat mempelajari ilmuPemasaran ?
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 4/29
Copyright Atomic Dog Publishing, 2002
Chapter Objectives
To illustrate the exciting, dynamic, and influential nature of
marketing
To define marketing and trace its evolution ² with emphasis on the
marketing concept, a marketing philosophy, customer service,
and customer satisfaction and relationship marketing
To show the importance of marketing as field of study
To describe the basic functions of marketing and those that perform
these functions
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 5/29
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 6/29
Copyright Atomic Dog Publishing, 2002
Definition of Marketing Anticipation of Demand requires a firm to do
consumer research in anticipation of market¶s
potential and consumers¶ desires. Management of Demand includes:
Stimulation: motivates consumers to want firm¶sofferings
Facilitation: makes it easy to buy offeringsRegulation: involves balancing inventory toconsumer demand
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 7/29
Copyright Atomic Dog Publishing, 2002
Definition of Marketing Satisfaction of Demand involves product
availability, product performance, perceptions
of safety, and after-sale services. An Exchange Process includes the
agreement for payment: cash/credit/promise
to pay or support for a firm, institution, idea,
or place.
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 8/29
What are Consumers¶ Needs,
Wants, and Demands?
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 9/29
Copyright Atomic Dog Publishing, 2002
This Is a Need
Needs - state of felt
deprivation
including physical,
social, and
individual needs.
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 10/29
Copyright Atomic Dog Publishing, 2002
Types of Needs Physical:
Food, clothing, shelter, safety
Social:
Belonging, affection
Individual:
Learning, knowledge, self-expression
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 11/29
Copyright Atomic Dog Publishing, 2002
This Is a Want
Wants - form that
a human needtakes, as
shaped by
culture andindividual
personality.
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 12/29
Copyright Atomic Dog Publishing, 2002
This Is Demand
³Demand´
Wants Buying Power
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 13/29
Copyright Atomic Dog Publishing, 2002
Marketing Old vs. New
Old view of marketing:
Making a sale ³Telling and Selling´
New view of marketing:New view of marketing:
Satisfying customer needsSatisfying customer needs
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 14/29
Copyri t tomi og li i g,
r ti g gement ilosophies
Pr od tion ConceptPr od ction Concept
Pr od ct ConceptPr od ct Concept
Selling ConceptSelling Concept
r eting Conceptr eting Concept
Societ l r eting ConceptSociet l r eting Concept
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 15/29
Copyright Atomic Dog Publishing, 2002
Focus of Marketing
Philosophy
Consumer
Need
Evaluation
Integrated
Marketing
Effort
Achievement of
Organizational
Goals
Consumer
Satisfaction
Feedback
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 16/29
Copyright Atomic Dog Publishing, 2002
Selling Philosophy
Output ³Sold´ to Consumers
Looks at Individual, Single Consumer
Seeks Sales Rather than Profit
Short-Term Goal Orientation
Concerned with Current Inventory Reduction
Narrower View of Consumer Needs
Little Adaptation to Environment
Informal Planning and Feedback
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 17/29
Copyright Atomic Dog Publishing, 2002
Marketing
Philosophy
Consumer-Oriented
Stresses Research
and Consumer Analysis
Looks at Groups of Consumers
Profit-Oriented Directed to Long-
Range Goals
Two-Way Interactive
Process
Appropriate Adaptation to MktingEnvironment
Broad View of
Consumer Needs Integrated Planning
and Feedback
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 18/29
Copyright Atomic Dog Publishing, 2002
Marketing and Sales Concepts Contrasted
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 19/29
Copyright Atomic Dog Publishing, 2002
Societal Marketing Concept
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 20/29
Copyright Atomic Dog Publishing, 2002
Basic Functions of MarketingText Chapters
Environmental
analysis &
research
Total
Marketing
Effort
Marketing
management
Product
planning
Broadening
the scope of
marketing
Consumer
analysis
Promotion
planning
Distribution
planning
Price
planning
See Chapters 2 & 4
See Chapters 5 ± 7
See Chapters
8 ± 10
See Chapters 3 & 22See Chapter
20 ± 21
See Chapters
17 ± 19
See Chapters14 ± 16
See Chapters 11 ±
13
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 21/29
Copyright Atomic Dog Publishing, 2002
8 Marketing FunctionsEnvironmental analysis and marketing research:
Monitoring and adapting to external factors that affect success or
failure, such as the economy and competition; and collectingdata to resolve specific marketing issues.
Broadening the Scope of Marketing:
Deciding on the emphasis to place, as well as the approach to
take, on societal issues, global marketing, and the Web.
Consumer analysis:
Examining and evaluating consumer characteristics, needs and
purchase processes; and selecting the group(s) of consumers at
which to aim marketing efforts.
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 22/29
Copyright Atomic Dog Publishing, 2002
8 Marketing Functions continued
P roduct planning (including goods, services, organizations,people, places, ideas):
Developing and maintaining products, product assortments,
product images, brands, packaging, and optional features, anddeleting faltering products.
Distribution planning:
Forming logistical relationships with intermediaries, physicaldistribution, inventory management, warehousing, transportation,allocating goods and services, wholesaling, and retailing.
P romotion planning:
Communicating with customers, the general public, and othersthrough some type of advertising, public relations, personalselling, and/or sales promotion.
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 23/29
Copyright Atomic Dog Publishing, 2002
8 Marketing Functions continued
P rice planning:
Determining price levels and ranges, pricing techniques, terms of
purchase, price adjustments, and the use of price as an active or passive factor.
Marketing management:
Planning, implementing, and controlling the marketing program
(strategy) and individual marketing functions; appraising the risks
and benefits in decision making; and focusing on total quality.
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 24/29
Copyright Atomic Dog Publishing, 2002
The Marketing Mix
Customer Customer
NeedsNeeds
ProductProduct PricePrice
PromotionPromotion DistributionDistribution
Customer Customer
NeedsNeeds
ProductProduct PricePrice
PromotionPromotion DistributionDistribution
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 25/29
Copyright Atomic Dog Publishing, 2002
Relationship MarketingThrough Relationship
Marketing, companies
build customer satisfaction and
increase long-term
customer loyalty.
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 26/29
Copyright Atomic Dog Publishing, 2002
Customer Service
Customer Service tends to be intangible, but quite meaningful,
to many customers.
In today¶s highly competitive, global marketplace, the level of
customer service a firm provides can affect its ability to attract
and retain customers more than ever before.
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 27/29
Copyright Atomic Dog Publishing, 2002
Value and Satisfaction
Expectation Performance
810
If performance is lower than expectations, satisfaction is low.
If performance is higher than expectations, satisfaction is high.
Expectation Performance
108
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 28/29
Copyright Atomic Dog Publishing, 2002
Factors That Affect
Customer Satisfaction
Overall
Customer
Satisfaction
Courteous Employees
Knowledgeable Employees
Friendly Employees
Helpful Employees
Accuracy of BillingQuick Service
Courteous Employees
Billing Clarity Billing Timeliness
Good Value Competitive Pricing
8/8/2019 Minggu 1_Pendahuluan
http://slidepdf.com/reader/full/minggu-1pendahuluan 29/29
Copyright Atomic Dog Publishing, 2002
Chapter Summary This chapter illustrates the dynamic and influential nature
of marketing from the perspective of businesses and
consumers.
It provides a definition of marketing and traces itsevolution ² with emphasis on the marketing concept, a
marketing philosophy, customer service, and customer
satisfaction and relationship marketing.
The chapter shows the importance of marketing as a field of
study. It describes the 8 basic functions of marketing and those
that perform these functions.
top related