INTRODUCTION OF

INDUSTRIAL
SYSTEM AND
ENGINEERING
Week-12
Get Order
 TABLE OF CONTENTS
01 02 03
Core concepts of Needs, Wants, and Push vs Pull Strategy of
Marketing Demand Marketing

04 05
Three Basic Sales Tools Digital Marketing
Questions to be addressed

In your opinion, whata is the Pada arsitektur CIMOSA,

relation between marketing bolehkah Get order dilakukan
management with people sebelum Riset dan
need and want? Pengembangan Produk ?

Discussion

Berdasarkan istilahnya apakah Apa yang saudara pahami

perbedaan konsep MARKETING
dengan SELLING? tentang GET ORDER ?

PTSI Dept. of Industrial Engineering - ITS

The core concepts of marketing

Needs, wants, and demand

Value, cost, and satisfaction

Product

Exchange, transactions, and relationship

Marketing and Marketers

Market

PTSI Dept. of Industrial Engineering - ITS

Needs, Wants, and Demand
Needs Wants Demands
Kebutuhan dasar Keinginan manusia untuk Keinginan akan produk
manusia kepuasan yang lebih tertentu yang didukung
spesifik oleh kemauan dan
kemampuan untuk
membeli

PTSI Dept. of Industrial Engineering - ITS

Products (Tangibles)

Segala sesuatu yang

ditawarkan kepada
seseorang untuk
memuaskan
kebutuhan atau
keinginannya.

(istilah lain: Offers, satisfiers,

resources)

PTSI Dept. of Industrial Engineering - ITS

Services (Intangibles)

Persons Places Actitives

Organizations Ideas Ideas

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Value, Cost, Satisfaction

• Value: Estimasi pelanggan akan kapasitas produk yang bisa

memuaskan kebutuhannya.

• Cost: Biaya yang dikeluarkan untuk pilihan produk tertentu

• Satisfaction: Nilai kepuasan apabila suatu produk tertentu

memberikan nilai minimal sama dengan nilai yang diharapkan

Sangat penting dalam pemasaran

PTSI Dept. of Industrial Engineering - ITS
Markets

• Didasari oleh konsep exchange.

• Ada berbagai pelanggan potensial dan saling bertukar
produk tertentu untuk memuaskan kebutuhan atau
keinginannya.
Komunikasi

Barang/Jasa
Industri Pasar
(kumpulan (kumpulan
Uang
penjual) pembeli)

Informasi

Sistem Pemasaran sederhana

PTSI Dept. of Industrial Engineering - ITS

Marketing

“A social and managerial

process by which
individuals and groups
obtain what they need
and want through
creating, offering, and
exchanging products of
value with others”

Philip Kotler “Marketing Management”

PTSI Dept. of Industrial Engineering - ITS
A Marketing Management Framework

COMPANY

COMP. ANALYSIS

COMPT. ANALYSIS CUS. ANALYSIS

MARKETING
MANAGEMENT

COMPETITION CUSTOMER
P1 P3

P1= Product
P2 P4 P2= Price
P3= Promotion
PRODUCT MARKET P4= Place

PTSI Dept. of Industrial Engineering - ITS

PUSH vs. PULL STRATEGY

MANUFACTURER INTERMEDIARIES END USER

PUSH Marketing
activities

MANUFACTURER INTERMEDIARIES END USER

PULL Marketing
activities
PTSI Dept. of Industrial Engineering - ITS
Push vs. Pull Strategy

PTSI Dept. of Industrial Engineering - ITS

Push vs. Pull Strategy

Push Strategy Pull Strategy

• Trade show promotions to • Advertising and mass media
encourage retailer demand promotion
• Direct selling to customers in • Word of mouth referrals
showrooms or face to face • Customer relationship
• Negotiation with retailers to management
stock your product • Sales promotions and discounts
• Efficient supply chain allowing
retailers an efficient supply
• Packaging design to encourage
purchase
• Point of sale displays

PTSI Dept. of Industrial Engineering - ITS

Relative Importance of Promotion Tools In Consumer vs. Industrial

Consumer Goods Industrial Goods

Iklan Personal Selling

Promosi Penjualan Promosi Penjualan

Personal Selling Iklan

Public Public
relation relation

Relative Importance Relative Importance

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Keputusan Strategis Manajer Pemasaran

1) Berapa banyak tenaga penjualan (salespeople) yang

diperlukan,
2) Tenaga penjualan seperti apa yang diperlukan,
3) Seperti apa bentuk presentasi penjualan yang akan
digunakan,
4) Bagaimana tenaga penjualan harus diseleksi dan di
training,
5) Bagaimana tenaga penjualan harus di supervisi dan di
motivasi.

PTSI Dept. of Industrial Engineering - ITS

Three Basic Sales Tasks

Supporting

Order
Takers

Order
Getters

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Order Getting

Adalah kegiatan
yang dilakukan
secara agresif oleh
order getters untuk
mencari pembeli
dengan cara yang
terorganisir (well-
designed sales
presentation)

PTSI Dept. of Industrial Engineering - ITS

Order Getters :

• Peran: Negosiator dan provokator.

Manufacturer • Tugas: Mencari pelanggan baru, memenuhi target penjualan,
order getters membangun relasi
• Kemampuan: Conceptual & Technical dan Problem solver
(know-how).

• Peran: counselors & advisors dan sebagai “partners retailers”

Wholesalers • Tugas: cek stock, mencatat pesanan, demo produk,
merencanakan iklan, melakukan promosi khusus, menjalankan
order getters aktivitas retail yang lain.
• Kemampuan: counselors dan advisor. Sering diperankan oleh
agen distributor.

• Peran: Mengenalkan & meyakinkan produk yang tidak dicari

Retail order orang (unsought goods).
• Tugas: Menjual unsought product dan shopping goods.
getters • Kemampuan: meyakinkan pelanggan akan manfaat produk.
Friendly advisor

PTSI Dept. of Industrial Engineering - ITS

Order Taking

Kegiatan rutin yang

dilakukan oleh order
takers sebagai hasil akhir
transaksi penjualan yang
di awali oleh kegiatan
order getters, supporting,
iklan atau promosi khusus.
Seringkali peran order
takers tidak seagresif
order getters.

PTSI Dept. of Industrial Engineering - ITS

Beberapa tugas utama order takers

• Memberikan penjelasan detail

• Menangani komplain
• Melakukan adjustments
• Menjelaskan perubahan harga
• Mendistribusikan sarana promosi penjualan
• Menginformasikan pengembangan produk ke
pelanggan
• Melatih pegawai pelanggan untuk penggunaan mesin
atau produk.

PTSI Dept. of Industrial Engineering - ITS

Order Takers

• Peran: Follow Up rutin.

Manufactures’ • Tugas: Menjelaskan detail, menangani komplain, melakukan
adjustments, menjelaskan & negosiasi perubahan harga,
membagi material promosi, menginformasikan
order takers pengembangan produk baru, melatih karyawan pelanggan.
• Kemampuan: Bisa mengambil hati pelanggan, memahami
detail produk, komunikasi efektif

• Peran: Menjual ribuan item produk.

Wholesalers • Tugas: Melakukan pertemuan rutin, menangani komplain,
sebagai laison perusahaan dan pelanggan, cek inventori,
mencatat order.
order takers • Kemampuan: Membangun hubungan sosial dan bersahabat,
memahami variasi produk.

• Peran: Klerikal retail. Mekanistis. Biasanya ada di depan

Retail order check-out counter.
• Tugas: Mengatur stock barang. Membantu pelangggan
mencari apa yang dibutuhkan. Pekerjaannya paling ringan
takers dan seringkali dibayar murah.
• Kemampuan: Melakukan pekerjaan yang mekanistis untuk
• membantu mengatur stok barang.

PTSI Dept. of Industrial Engineering - ITS

Supporting Sales Force

Kegiatan yang mendukung

order getters atau order
takers. Hampir semua
supporting salespeople
bekerja untuk manufaktur.
Supporting salespeople
tidak mencari order.

PTSI Dept. of Industrial Engineering - ITS

 Customer Behavior Shifting

Buy fashion products in a store

Buy everything via marketplaces in your finger tips
Need big effort to get what you need/want Very simple, less effort, fast, provides huge of
information, discounted price

It happened because of the ultimate enabler: Internet

PTSI Dept. of Industrial Engineering - ITS

Get Order Process need to change
To be connected to your audience/customers, you need to go online

PTSI Dept. of Industrial Engineering - ITS

What is digital marketing?

Digital marketing can be described as actively promoting products and

services using digital distribution channels as an alternative to the more
traditional mediums such as television, print and radio

Digital marketers turn to technology to help reach target consumers

1. Internet marketing

2. Mobile marketing The goal for digital marketers is to focus on

interactive elements, encouraging consumers to
3. Social marketing participate in the marketing process

4. Viral marketing
Digital Marketing Strategy Framework
The 5 Components of DM Operation
The 5 Components of DM Operation
The 5 Components of DM Operation
The 5 Components of DM Operation
The 5 Components of DM Operation
Success Story

Sports and entertainment properties

use the Internet for a host of
marketing functions

➢ Ticket sales ➢ Community relations

➢ Sponsorship sales ➢ Player/staff fan connection

(blogs, chats etc.)
➢ Merchandise sales
➢ General promotion
➢ Additional revenue
streams (banner advertising
on team websites etc.)
Success Story

Website & Blogs Social Media Apps Streaming &

Update articles, Engage fans, Merchandise & ticket on-demand
Merchandise & Ticket community relation, sales, games, live
Sales latest information – information –
TV
connected to website integrate with web Live and on demand
game video,
subscription