Introducing of Marketing &

Customer Satisfaction
Sumber Bacaan
Kotler dan Keller, Prinsip-prinsip Pemasaran, Prentice Hall, 2009
Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003
Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007

Peta Pembelajaran
Manajemen Pemasaran (Overall)
Result
(Findings)
Inte
rnal
Exte
rnal

What should
we do ?
Environmen
t Analysis

What Is Our
Business ?
What we
want to be
in the
future ?

Create
Vision&
Mision
Goal

Marketing
Research
How to know ?

Start

Needs
&
Wants

Marketin
g

Comp
t
Advt.

Value

What?

Unique?

Importan
t?

Deliver?

Cost?

+
3P

Suistainb
le
Strategy

How to ?

Cus. Satisf

Marketin
g Tools

Branding
Mark Expan.

Peta Pembelajaran
Manajemen Pemasaran (Introducing)
(1) Definition

(7) Company
Orientation to
market
Productio
Product
n
Marketin
Selling
g

Marketin
g

(6) Marketing
Concept and Tools
STP
Marketing Mix

(2) Need, Wants

and Demand
(3) What is
market ?

(4) Core marketing

Concept ?
(5) Scope of
marketing

10 Things we can
offer to market
Goods, Service, Place, Information,
Experience, Properties, Idea, Event,
Organization, Person

Introducing
Characteristics and Scope of Marketing
Marketing
Marketing is a social and managerial process by
which individuals and groups obtain what they need
and want through creating and exchanging
products and value with others (Kotler)

Marketing
Proses perencanaan dan pelaksanaan pemikiran,
penetapan harga, promosi dan penyaluran gagasan,
barang dan jasa untuk menciptakan pertukaran
yang memenuhi sasaran-sasaran individu dan
organisasi (AMA-American Marketing Association)

Needs, Wants, and

Demands
Kebutuhan (Needs)

Tuntutan dasar manusia

Makan

Keinginan (Wants)

Hasrat akan pemuas

kebutuhan tertentu Mau
makan apa? (Bakso, Sate,
Nasi)

Permintaan (Demands)

Keinginan akan suatu produk

yang didukung dengan
kemampuan dan kesediaan
untuk membelinya Mobil
BMW ?

Demand States
Negative demand
No demand
Latent demand
Decline demand
Irreguler Demand
Full demand
Excess demand
Unwholesome demand

Core Marketing Concept

The Scope of Marketing

Marketing
Typically seen as the task of
creating, promoting, and
delivery goods and services to
consumer or bussiness

Places
Properties
Organization
s
Information
Ideas
Goods
Services
Experiences
Events
Persons

Marketing Concepts And

Tools

S
Segmentation
Targeting
Positioning

Conce
pt

Marketing Mix

Marketing Mix Strategy

Marketing
Concepts And Tools
Relationships and Networks
Relationship marketing
Marketing network

Marketing Channels
Supply Chain
Competition
Brand competition
Industry competition
Form competition
Generic competition

Company Orientations
Toward the Marketplace

Pemasaran Jasa dalam konteks

Pemasaran Relasional
Orientasi ke Pasar
Selling (jangka pendek) vs Marketing (jangka panjang)

Selling
Volum
e

Marketing
Relasio
nal

Penekanan Pemasaran Relasional

Mendapatkan
konsumen baru
memerlukan
biaya 5 kali lipat
lebih mahal
daripada
mempertahankan
konsumen lama

Rekrutmen

Pemeliharaan

Strategi Pemasaran Relasional

Pasar
Pelanggan
(end user,
intermediari)

Pasar
pengaruh
(stock holder,
pemerintah,
pesaing, dll)

Pasar
Rekrutmen
(Tenaga kerja=>
Univ, Agen SDM,
dll

Refferal
market

Pasar pemasok
(modal,
teknologi,
kompetensi,
kapabilitas)

Pasar
internal
(Internal
perusahaan
)

Perbedaan pemasaran
transaksional
dan Pemasaran Relasional
ASPEK

PENJUALAN

PEMASARAN
Mempertahankan

FOKUS

Penjualan

ORIENTASI

Karakteristik produk Manfaat produk

SKALA WAKTU

Jangka pendek

Jangka Panjang

Terbatas

Tinggi

Rendah

Tinggi

Urusan bagian

Urusan semua

operasi

bagian

KOMITMEN KEPADA
KONSUMEN
KONTAK
KUALITAS

konsumen

Sekian dan Terimakasih