Module

VISI

CERDAS

Oleh
DAN

INOVATIV Drs. Abdul Fattah

SMK NEGERI 1 MEMPAWAH

HILIR
1
TAHUN 2009
1
 MARKETING of GOODS
AND SERVICE

1
 MARKETING UNDERSTANDING
Philip Kotler
With refer to activity of man addressed to make
fluent and makes perfect exchanges
DW. Foster
a successive sistimatic process from planning,
exercise, and observation of business
W.J Stanton
One systems overall of from activitys of
business addressed to plan

1
 Cognition of Marketing
strategy
• Be an action of adjustment to perform
[a] reaction to certain area
• Activity formulates businesss
performed within pemasran of goods
during which will come to reach
purpose of
• a way or technique to apply marketing
system which will be executed
executed [by]
1
 THE IMPORTANCE OF
CORPORATE STRATEGY

1
MARKETING STRATEGY BOTTOM

• What its(the production engineering

• What goods price change in

• What its(the distribusin channel

• What analyst SWOT from company

• What its(the SDM

1
 Marketing strategy Concept

Product will which be marketed

Who markets it

What marketing
1
 Marketing strategy Usefulness
• Gives a basis fundamental for function
of other business.
• Becomes measuring instrument which
will be reached in marketing
• Eliminates work that is is productive
not
• Assists marketing activity

1
 Marketing strategy role
For entrepreneurs
• Motivates thinking is far to the fore
• Coordinates directional and better
marketing activity
• Formulates purpose of which wish
to be reached
• Formulates policy

1
 PURPOSE OF MARKETING
STRATEGY
• Brings towards improvement of coordination in
marketing
• Specifies achievement standard to measure result of
marketing
• Gives logical bottom to take decision
• Increases ability to face alterations in marketing
• Gives approach which tratur to towards business is
bringing improvement of coordination in marketing
• Specifies achievement standard to measure result of
marketing
• Gives logical bottom to take decision
• Increases ability to face alterations in marketing
• Gives approach which tratur to business
1
 Kinds Of Strategies
Strategic Marketing ( Marketing mix )

4P
PRODUCT

PRICE

PLACE

1 PROMOTION
 Corporate strategy
• Area resource analysis startegi product
benchmark
• Situation analysis :
market and market segmentation
measurement of market
rentability
• Corporate strategy pegging :
penentrasi market
product development
market expansion
diversification
1
 Corporate strategy Type
Company

devisi

the line of produk

1
product brand
 STRATEGY TYPE
MARKETING
Entirety

Long-range

Annual
1
 Cara pendekatan dalam menyusun
strategi pemasaran Tahunan

Extrpolative planning

Optimization planning

Goal planning
1
 PROCESS OF MARKETING
STRATEGY
• Making analysis of strategy Pemaaran
• Analysis SWOT in Marketing
• Compilation of Marketing program
• Determination of purpose of marketing strategy
• Marketing Applying
• Pegging of target of Marketing
• Compilation of Marketing strategy
• Compilation of Marketing budget
1
 DETERMINES
MARKET
SEGMENT
1
 IS THAT MARKET
SEGMENT
DIVIDES MARKET THAT IS
INITIALY HAS DEMAND
HETEROGENEOUS
BECOMES DEMAND
HOMOGENEOUS
1
 PURPOSE OFMARKET
SEGMENTATION

• Reachs position of strong yg in sale

• Increases income expected
• Facilitates market analysis exercise
• That company can differentiate its(the market
• That company can give service satisfying.
• That product marketing which is made more
effectively and efesien
1
 BENEFIT SIGMENTASI
MARKET
• Will stay in position of better yg
• Will be able to determine from comparing various
market opportunities
• Will be able to group its(the budget is correctly
• Will be able to apply marketing idea in explains.
• Will be able to arrange its(the product is better
• Will be able to create fascination in marketing area
.
1
 Clauses
Market segmentation

MUST BE ENFORCEABLE ( ACTIONABLE )

MUST EARN IN MEASURE ( MEASURABLE )

MUST INCLUDE;COVER WIDE ( SUBSTANSIAL )

MUST BE REACHABLE ( ACCESSIBLE )

1
 ELEMENTARY MARKET
SEGMENTATION

DEMOGRAPHY FACTOR

PRODUCTION FACTOR

SOSIOLOGIS FACTOR

PSYCHOLOGICAL FACTOR

1
GEOGRAFI FACTOR
 COGNITION MARKETING MIX
• Rapp & Colin
It is a marketing strategy yg emphasizes how to
sell possible selective product based on data
obtained collected [by] and either through
computerization process and also data
collected based on customer to process sale to
go well
• D.W. Foster
a jargon depicting all element of marketing
and factors of production mobilized to reach
purpose of business body
1
 USEFULNESS MARKETING MIX
That company can make planning
below(under one wise Ke linesThat
company can make planning
below(under one wise Ke lines

BENEFIT STUDIES MARKETING MIX

what particular combination matching with
requirement of company
in making program
1
 FACTORS
IS INFLUENCING
MARKETING MIX

COMPONENT COMBINATION

PRODUCT SALE SHELF DISTRIBUTION

PROMOTION
1
PRICE GAZEPRICE GAZE
PURPOSE OFPURPOSE OF

• To obtain maximum income

• To exploit gain
• To promote product
• To reach gain targeted.
• To reach result of sale acceptance?
receiving of maximum
• To get share market
1
 Fixation targetFixation target
Orients at income
Purpose of - Reachs target of investment
- Reachs target of income
inves
Orients at sale
Purpose of - Increases product sale
- Maintains market share
Orients at status
Purpose - Pursues emulation
- Stabilizes price
1
 A
SQUANDERING
MARKET
1. It is a strategy run a business to
increase sale to available goods
passed businesss in the field of
marketing

2. Aim to increase position of

company relating to product and
market is being served company
1
ORM - FORM OF SQUANDER
MARKET
Consumer stimulus

Influences consumer

esting of which is not cons

1
RKET SQUANDERING STRAT
• Rapid skimming
( A stiff price, high promotion )
• Slow skimming
( A stiff price, low promotion )
• Rapid penetration
( Low price of high promotion )
• Slow penetration
(Low price of low promotion
1
 Strategic dealer office
location problem
Factors influencing strategic dealer office four p’s :
• Goods pattern yg is provided [by]
• Service
• Goods delivery
• Transportation amenity

1
 continuation
Audition benefit of dealer office
strategic ;
• Very profits
• Can gratify cutomer?client
• Existence of amenity in having
business
• Makes product marketing fluent

•
1
 continuation
Applying size of strategic dealer
office four p’s :
• Can guarantee continuity of company life
• Can guarantee satisfaction of requirement
of konsomen
• Can guarantee company security and safety
from at konsomen
• Tranportasi easy to in earning and cheap
relative fare
1
 continuation
Place wanted by company
– Its(the situation is strategic
– Transportation easy to
– Close to konsomen
– Good enough konsomen chartered
investment counsel social
– Close to market
– Expense of cheap transportation
– Existence of local government facility
– Consumer buying power enough potential

1
1
ECT SALES PROMOTION T
Door to door

Shares Present

RaceRace
Fair or exhibiti
1
 Product sale method
Directly to consumer
onsumer comes direct to place of sal

Applies seller machine

Delivery according to resting order

1 Door to door
 Personal Selling

Advertensi Publicity

Sales promotion

1
 ADVERTENSI
Philip Kotler
It is form of communication
non personal executed
through medium and paid
[by] sponsor that is clear

1
 Function Of Advetensi
• As a means of information introduces new
product
• Product extension assistant
• Increases product sale
• Multiplies cutomer?client
• subvention of Program personal selling
• Forms company good name
• Assists sales dlm product sale
• Extends commercial relation
• Promotes company product brand
• Gives description about product
• Reachs konsomen which cannot be visited
1
salesgirl
 Kinds of

advertensi
1
 Based on medium
1
type applied
• Advertensi print
• Advertensi electronic
• Transit advertising
• Direct consignment
• Special advertensi
• Outdoors advertensi
1
 2 Based on in character
• Public peresentasi
• Penetration
• Wide meaningful
• Not personal

1
 Based on purpose
3
and its use

• Advertensi product
• Direct advertensi
• Indirect advertensi
• National Advertensi
• Local Advertensi
1
4 Based on institution

Public service
Public realtion
Patronage
1
 Stages;steps compiles advertensi
• Specifies purposes and objectives
• Determines who'll to apply product
• Determines its(the place
• Specifies words and picture
• Chooses medium which will be applied
• Provides fund required
• Executes observation
• Controls exercise advertensi

1
 Kinds of media
advertensi
Radio
Newspaper
Special magazine
Television
Common magazine

1
 Presentation
clauses of medium
edvertensi
Must can generate
attention of Consumer

Must earn
draws consumer
Must can generate
1 Desire will buy
1
 Factor determining level
of expense of advertensi
• Company policy
- Product which its(the brand have been famous
- Product which its(the brand has not have been famous
- Level and product type which is made company