MARKETING

MARKETING
MANAGEMENT
MANAGEMENT
Bauran Pemasaran

Dr.
Dr. Syamsul
Syamsul Alam,
Alam, SE,
SE, M.Si
M.Si
 MARKETING MIX

MARKETING MIX is :

the set of marketing tools that the firm

uses to pursue its marketing objectives
in the target market

MARKETING MANAGEMENT
 PRODUCT

FIVE LEVEL of PRODUCTS :

1. Core benefit : fundamental service or benefit

2. Generic product : basic version of product

3. Expected product : a set of attributes & conditions

4. Augmented product : one that includes additional services & benefit

5. Potential : all of the augmentations & transformations that this product

might ultimately undergo in the future

MARKETING MANAGEMENT
 PRODUCT

Product Classification
Durability
Non durable goods
Durable goods
Services

Consumer Shopping Habits

Convenience goods
Shopping goods
Unsought goods
Specialty goods
Industrial Goods Classification
Material & parts
Capital item
Supplies & services

MARKETING MANAGEMENT
 PRODUCT

BRAND is :

a name, term, sign, symbol, or design,

or a combination of them, intended to
identify the goods or services of one seller
or group of sellers & to differentiate them
from those of competitors.

MARKETING MANAGEMENT
 PRODUCT

Attributes
Benefits
A brand can convey up Values
to six levels of meaning :
Culture
Personality
User

MARKETING MANAGEMENT
 PRODUCT

Easier to process orders

Legal protection
Branding gives
Attract a loyal & profitable
several advantages : customers
Segment markets
Build the corporate image

MARKETING MANAGEMENT
 PRODUCT

PACKAGING is :

the activities of designing & producing

the container or wrapper for a product

MARKETING MANAGEMENT
 PRODUCT

Package include :

Primary package
Secondary package
Shipping package

MARKETING MANAGEMENT
 PRODUCT

Main function of package :

Product protection
Suggest certain qualities about
the product or company
Attract customer

MARKETING MANAGEMENT
 PRODUCT

SERVICE is :

any act or performance that one party can

offer to another that is essentially intangible
& doesn’t result in the ownership of anything.
Its production may or may not be tied to
a physical product

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

PRODUCT is :

anything that can be offered to a market

for attention, acquisition, use, or
consumption that might satisfy a want
or need.

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

PRODUK BARU :

PRODUKSI BARU

PRODUK YANG
PERUSA- DIKEMBANGKAN
KONSUMEN
HAAN
PRODUK YANG
DIMODIFIKASI

MEREK BARU

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

COMPANY CAN ADD NEW PRODUCTS THROUGH ACQUISITION OR DEVELOPMENT

ACQUISITION ROUTE CAN TAKE THREE FORMS

Company can buy other companies

Company can acquire patents from other companies
Company can buy a license or franchise from another company

DEVELOPMENTS ROUTE CAN TAKE TWO FORMS

Company can develop new products in its own laboratories
Company can contract with independent researcher or new product developments
Firms to develop specific new product

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

BOOZ, ALLEN, and HAMILTON IDENTIFIED SIX CATEGORIES

of NEW PRODUCTS

New-to-the-world products
New product lines
Additions to existing product lines
Improvements and revisions of existing products
Repositionings
Cost reductions

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

Why do many new products fail ?

Executive might push a favorite idea through in spite of negative marketing research findings
The idea is good but the market size is overestimated
Actual product is not well design
Incorrectly positioned
Not advertised effectively
Overpriced

Successful new product development is hindered by :

Shortage of important new product ideas in certain area
Fragmented markets
Social & governmental constraints
Costliness of the new product development process
Capital shortage
Faster development time
Shorter product life cycle

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

BEBERAPA KRITERIA UMUM DALAM

MEMPERTIMBANGKAN PRODUCT BARU :

PRODUK BARU DAPAT DIPERKENALKAN DALAM KURUN

WAKTU 5 TAHUN

PRODUK TERSEBUT MEMILIKI PASAR POTENSIL

( min $ 50 juta atau 15% tingkat pertumbuhan )

PRODUK TSB DAPAT MENCAPAI TECHNICAL ATAU

MARKET LEADERSHIP

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

Stages of the new product development :

Idea generation
Screening
Concept development & testing
Marketing strategy
Business analysis
Product development
Market testing
Commercialization

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

IDEA GENERATION :
SOURCES of IDEA : CUSTOMER, SCIENTIST, COMPETITORS,
EMPLOYEE, CHANNEL of DISTRIBUTION,
TOP MANAGEMENT

CREATIVITY TECHNIQUES :

ATTRIBUTE LISTING
FORCED RELATIONSHIP
MORPHOLOGICAL ANALYSIS
REVERSE ASSUMPTION ANALYSIS
NEW CONTEXT
MIND MAPPING

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

IDEA SCREENING:
AS THE IDEA MOVES THROUGH DEVELOPMENT, THE COMPANY
WILL
CONSTANTLY NEED TO REVISE ITS ESTIMATE OF THE PRODUCTS ‘S
OVERALL PROBABILITY OF SUCCESS, USING THIS FORMULA :
OVERALL PROBABILITY PROBABILITY PROBABILITY
PROBABILITY = OF TECHNICAL X OF COMMER X OF ECONOMIC
OF SUCCES COMPLETION CIALIZATION SUCCESS GIVEN
GIVEN TECHNI COMMERCIALI
CAL COMPLETION ZATION

EX : IF THREE POSSIBILITIES ARE ESTIMATED AS 0,50 X 0,65

X 0,74, THE OVERALL PROBABILITY OF SUCCESS IS 0,24

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

MARKETING STRATEGY :
The PLAN CONSIST of THREE PARTS :

FIRST PART DESCRIBES THE TARGET MARKET’S SIZE,

STRUCTURE, & BEHAVIOR ; THE PLANNED PRODUCT
POSITIONING, & THE SALES, MARKET SHARE, & PROFIT
GOALS SOUGHT IN THE FIRST FEW YEARS

THE SECOND PART OUTLINES THE PLANNED PRICE, DISTRI-

BUTION STRATEGY, & MARKETING BUDGET FOR THE FIRST
YEAR

THE THIRD PART OF THE MARKETING STRATEGY PLAN

DESCRIBES THE LONG RUN SALES & PROFIT GOALS &
MARKETING MIX STRATEGY OVER TIME

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT
MARKET TESTING :

FOUR MAJOR METHODS of CONSUMER GOODS MARKET TESTING :

SALES-WAVE RESEARCH ; Consumers who initially try the product at no
cost are reoffered the product, or a competitor’s product, at slightly
reduced prices
SIMULATED TEST MARKETING ; Calls for finding 30 to 40 qualified
shoppers & questioning them about brand familiarity & preferences in
a specific product category
CONTROLLED TEST MARKETING ; The research firm delivers the product
to the participating stores & controls shelf position; number of facings,
displays, & point of purchase promotions; and pricing. Sales result can be
measured through electronic scanners at the checkout

TEST MARKETS ; The company chooses a few representative cities, &

the sales force tries to sell the trade on carrying the product & giving it
good shelf exposure.

MARKETING MANAGEMENT
 NEW PRODUCT DEVELOPMENT

Consumer adoption process :

Awareness
Interest
Evaluation
Trial
Adoption

MARKETING MANAGEMENT
 PRODUCT LIFE CYCLE

$
SALES
&
PROFIT

Introduction Growth Maturity Decline

TIME

MARKETING MANAGEMENT
 PRODUCT LIFE CYCLE

TAHAP INTRODUCTION

MARKETING STRATEGY

 HARGA TINGGI PROMOSI GENCAR

 HARGA RENDAH PROMOSI GENCAR

 HARGA TINGGI PROMOSI TIDAK GENCAR

 HARGA RENDAH PROMOSI TIDAK GENCAR

MARKETING MANAGEMENT
 PRODUCT LIFE CYCLE

TAHAP PERTUMBUHAN
 MARKETING STRATEGY
 Perbaikan kualitas produk, penambahan feature

baru, pengembangan gaya

 Memasuki segmen pasar baru

 Memperluas cakupan distribusi & menggunakan

saluran distribusi baru

 Menggeser tujuan iklan dari product awareness ke

product preference
 Menurunkan harga

MARKETING MANAGEMENT
 PRODUCT LIFE CYCLE

TAHAP KEDEWASAAN
 MARKETING STRATEGY

 Market modification : company might try to expand the market by
working with two factors that make up sales volume.
Volume = number of brand users X usage rate per user

 Product modification : quality improvement, feature improvement,
style improvement

 Marketing mix modification

MARKETING MANAGEMENT
 PRODUCT LIFE CYCLE

TAHAP PENURUNAN
 MARKETING STRATEGY

 Mengidentifikasi kelemahan produk

 Menghapus produk

MARKETING MANAGEMENT
 PRICE

U S EN KONSUMEN
D
PRO
BERAPA YG
BERAPA PERTIMBANGAN KONSUMEN
SEHARUSNYA PENTING BERSEDIA
YG DIMINTA DALAM BAYAR
UNTUK KEPUTUSAN UNTUK
PRODUK INI ? HARGA PRODUK
INI ?

MARKETING MANAGEMENT
 PRICE

Rent
Rent
Tuition
Tuition
Price goes by many names Fee
Fee
Bribe
Bribe
Salary
Salary

MARKETING MANAGEMENT
 PRICE

MARRIOTT HOTEL MENGEMBANGKAN BEBERAPA MEREK

YANG BERBEDA UNTUK SEGMEN YANG BERBEDA

TERMAHAL MARRIOTT VACATION CLUB

MAHAL MARRIOTT MARQUIS
KELAS ATAS sampai MARIOTT HOTEL
MENENGAH
KELAS MENENGAH RENNAISSANCE
sampai ATAS
KELAS MENENGAH COUTYARD
MENENGAH BAWAH TOWNE PLACE SUITES
HARGA MURAH FAIRFIELD INN
MARKETING MANAGEMENT
 PRICE

PRICE

HIGH MEDIUM LOW

1. PREMIUM 2. HIGH VALUE 3. SUPER VALUE

PRODUCT QUALITY

HIGH STRATEGY STRATEGY STRATEGY

4. OVERCHARGING 5. MEDIUM VALUE 6. GOOD VALUE

MEDIUM STRATEGY STRATEGY STRATEGY

7. RIP-OFF 8. FALSE ECONOMY 9. ECONOMY

LOW STRATEGY
STRATEGY STRATEGY

MARKETING MANAGEMENT
 PRICE

Six step procedure for price setting :

Selecting the pricing objective :

Survival
Maximum current profit
Maximum market share
Product quality leadership
Maximum market skimming
Other pricing objectives : social price, promotion price

Determining demand

% change in quantity demanded

Price elasticity of demand = ---------------------------------------
% change in price

Estimating cost . . .

MARKETING MANAGEMENT
 PRICE

Estimating cost :
Fixed cost
Variable cost
Total cost
Analyzing competitor’s cost, prices, offers
Selecting price method :
Markup pricing
Perceived value pricing
Value pricing
Going rate pricing
Sealed bid pricing
Selecting the final price :
Psychological pricing
Influence of other marketing mix elements on price
Company pricing policies
Impact of price on other parties

MARKETING MANAGEMENT
 PRICE

(a) Inelastic demand (b) Elastic demand

$ 15 $ 15
Price

$ 10 $ 10

100 105 50 150

Quantity demanded per period Quantity demanded per period

MARKETING MANAGEMENT
 PRICE

MARKUP PRICING

Suppose a toaster manufacturer has the following costs & sales expectations :
Variable cost per unit $ 10
Fixed cost 300.000
Expected unit sales 50.000

The manufacturer’s unit cost is given by :

Unit cost = variable cost + fixed cost = $ 10 + $ 300,000 = $ 16

unit sales 50,000

Now assume the manufacturer wants to earn a 20 percent markup on sales.

The manufacturer’s markup price is given by :

Markup price = unit cost = $ 16 = $ 20.

(1 – desired return on sales) 1 - 0.2

MARKETING MANAGEMENT
 PRICE

TARGET RETURN PRICING

Suppose the toaster manufacturer has invested $ 1 million in the business

and wants to set a price to earn a 20 percent ROI, specifically $ 200,000.
The target-return price is given by the following formula :

Target - return price = unit cost + desired return x invested capital

unit sales
= $ 16 + 0.20 x $ 1,000,000 = $ 20
$ 50,000

MARKETING MANAGEMENT
 PRICE

Several price adaptation strategies :

Geographical pricing :
Discount & allowances :
Cash discount
Quantity discount
Functional discount
Seasonal discount
Allowances
Promotional pricing :
Special event
Loss leader pricing
Low interest financing
Discriminatory pricing :
Product mix pricing :
Product line pricing
Captive product pricing
Optional feature pricing
Two part pricing

MARKETING MANAGEMENT
 PRICE

COMPANIES OFTEN FACE SITUATIONS WHERE THEY MAY NEED TO CUT

OR RAISE PRICES

INITIATING PRICE CUTS

Excess plan capacity
Declining market share
Drive to dominate the market through lower costs
Economic recession

INITIATING PRICE INCREASES

Cost inflation
Overdemand

MARKETING MANAGEMENT
 PRICE

PERUBAHAN HARGA AKAN MENDAPAT RESPON DARI PELANGGAN,

PESAING, DISTRIBUTOR, PEMASOK, BAHKAN PEMERINTAH

PELANGGAN BIASANYA MENANYAKAN MOTIVASI PERUBAHAN HARGA

PENURUNAN HARGA DAPAT DIINTERPRETASIKAN SEBAGAI :

BERLALUNYA SUATU MODEL

AFKIR
TIDAK TERJUAL

PERUSAHAAN DALAM MASALAH KEUANGAN

KUALITAS MENURUN

MARKETING MANAGEMENT
 DISTRIBUTION CHANNEL

VALUE NETWORK :

A SYSTEM OF PARTNERSHIPS & ALLIANCES THAT A FIRM

CREATES TO SOURCE, AUGMENT, & DELIVER ITS OFFERINGS

THIS PERSPECTIVE YIELDS INSIGHTS :

COMPANY MIGHT WANT TO INTEGRATED BACKWARD OR FOWARD

COMPANY IS MORE AWARE OF DISTURBANCES ANYWHERE IN
THE SUPPLY CHAIN THAT MIGHT CAUSE COSTS, PRICES, OR SUPPLIES
TO CHANGE SUDDENLY
MORE COMPANIES ARE EAGER TO GO ONLINE WITH THEIR BUSINESS
PARTNERS TO CARRY ON FASTER & MORE ACCURATE COMMUNICATIONS,
TRANSACTIONS, & PAYMENTS; THIS WILL REDUCE COSTS, SPEED UP
INFORMATION, & INCREASE ACCURACY

MARKETING MANAGEMENT
 DISTRIBUTION

Why are marketing intermediary use ?

Lack financial resources to carry out direct marketing

Require to become many middlemen
Earn greater return by increasing their investment in their
Main business
Partially owned distribution system

In some cases, direct marketing simply is not feasible

Ex : Small retail gum shops

Intermediaries normally achieve superior efficiency in making goods widely

available and accessible to target markets. Through their contacts, experience,
specialization & scale of operation, intermediaries offer more ….
MARKETING MANAGEMENT
 DISTRIBUTION

MARKETING CHANNELS

can be viewed as sets of interdependent

organizations involved in the process of making
a product or service available for use or
consumption

MARKETING MANAGEMENT
 DISTRIBUTION

Information
Promotion
Negotiation
Marketing channel perform Ordering
a number of key functions : Financing
Risk Taking
Physical Possession
Payment
Title

MARKETING MANAGEMENT
 DISTRIBUTION

Customer expect channel integration characterized by :

The ability to order a product on line and pick it up

at a convenient retail location

The ability to return an online-ordered product to nearby

store of the retailer

The right to receive discount based on total online and offline

purchase

MARKETING MANAGEMENT
 DISTRIBUTION CHANNEL

M C M C

M C M D C

M C M C

NUMBER of CONTACTS NUMBER of CONTACTS

MXC=3X3=9 M+C=3+3=6

MARKETING MANAGEMENT
 DISTRIBUTION CHANNEL

MANUFACTURER MANUFACTURER MANUFACTURER MANUFACTURER

WHOLESALER WHOLESALER

JOBBER

RETAILER RETAILER RETAILER

CONSUMER CONSUMER CONSUMER CONSUMER

0 - LEVEL 1 - LEVEL 2 - LEVEL 3 - LEVEL

MARKETING MANAGEMENT
 DISTRIBUTION

PHYSICAL DISTRIBUTION
involves planning, implementing, and controlling
the physical flows of materials & final goods
from points of origin to points of use to meet
customer requirements at a profit

MARKETING MANAGEMENT
 DISTRIBUTION

SERVICE SECTOR CHANNELS

Producer of service and ideas also face the problem
of making their output available and accessible to target
population. Ex : school develop “educational-dissemination
system”, Hospital develop “ health delivery system”.

MARKETING MANAGEMENT
 DISTRIBUTION

Starting point for designing the physical distribution system

is to study what customer require & what competitor offering
customers are interested :

On time delivery
Supplier willingness to meet emergency needs
Careful handling
Supplier willingness to take back defetive goods & resupply
Supplier willingness to carry inventory

MARKETING MANAGEMENT
 DISTRIBUTION

Four major decision :

1. How should orders be handled ? order processing

2. Where should stocks be located ? warehousing

3. How much stock should be held ? inventory

4. How should goods be shipped ? transportation

MARKETING MANAGEMENT
 DISTRIBUTION

Four decisions channel design :

1. Analyze customer’s desired service ouput levels

2. Establish objective constraints, perishable products required more direct

marketing, bulky products such building materials require channel that
minimize shipping distance & the amount of handling

3. Identify major channel alternatives, types of internediaries, the number of

intermediaries needed, terms & responsibilities of each channel member

4. Terms and responsibilities of channel member, each hannel need to be

evaluated against economic, control, & adaptive criteria

MARKETING MANAGEMENT
 DISTRIBUTION

In designing the marketing channel, the marketer must

understand the service level output desired by target customer :

1. Lot size the number of units the channel permits a

customer to purchase on one occasion

2. Waiting time Average time customer of that channel wait

for receipt of the goods
3. Special convenience Degree to which the marketing channel
makes it easy for customer to purchase the
product
4. Product variety Assortment breadth provided by channel

5. Service backup The add-on service provided by the

channel

MARKETING MANAGEMENT
 DISTRIBUTION

Channel management decision :

Selecting
Selecting channel
channel member,
member, companies
companies need
need to
to select
select channel
channel member
member carefully
carefully because
because to
to
1.
1. customer
customer the
the channel
channel are
are the
the company
company
Training
Training channel
channel member,
member, companies
companies need
need toto plan
plan && implement
implement careful
careful training
training program
program
2.
2. for
for their
their intermediaries,
intermediaries, because
because they
they will
will be
be viewed
viewed asas the
the company
company by
by end
end user
user
Motivating
Motivating channel
channel member,
member, company
company needs
needs to
to view
view its
its intermediaries
intermediaries in
in the
the same
same way
way
3.
3. itit views
views its
its end
end user.
user.
Evaluating
Evaluating channel
channel member,
member, producers
producers must
must periodically
periodically evaluate
evaluate intermediaries’
intermediaries’
performance
performance against
against such
such standard
standard as
as sales
sales quota
quota attainment,
attainment, average
average inventory
inventory levels,
levels,
4.
4. customer
customer delivery
delivery time,
time, treatment
treatment of
of damaged
damaged && loss
loss goods,
goods, && cooperation
cooperation in
in promotional
promotional &&
training
training programs
programs
Modifying
Modifying channel
channel arrangements,
arrangements, modification
modification become
become necessary
necessary when
when the
the distribution
distribution
5.
5. channel
channel isis not
not working
working as
as planned,
planned, consumer
consumer buying
buying patterns
patterns change,
change, market
market expands,
expands,
new
new competition
competition arises,
arises, innovative
innovative distribution
distribution channel
channel emerge,
emerge, product
product moves
moves into
into later
later
stages
stages
MARKETING MANAGEMENT
 DISTRIBUTION

DINAMIKA PADA SALURAN PEMASARAN

1. SISTEM SALURAN PEMASARAN VERTIKAL, TERDIRI DARI PRODUSEN, PEDAGANG,

BESAR, & PENGECER YG BERTINDAK SEBAGAI SISTEM YG MENYATU

2. SISTEM PEMASARAN HORISONTAL, DUA ATAU LEBIH PERUSAHAAN YG TIDAK BER-

HUBUNGAN MENEMPATKAN SUMBERDAYA ATAU PROGRAM UNTUK MEMANFAATKAN
PELUANG PEMASARAN.
Mis. Banyak jaringan supermarket memiliki kesepakatan dengan bank untuk menyajikan
Bank dalam toko.

3. SISTEM SALURAN PEMASARAN MULTICHANNEL, KETIKA PERUSAHAAN MENGGUNAKAN

DUA ATAU LEBIH SALURAN PEMASARAN UNTUK MENCAPAI SATU ATAU LEBIH SEGMEN
PELANGGAN

MARKETING MANAGEMENT
 DISTRIBUTION

MEMBAWA BARANG YANG TEPAT

TUJUAN DISTRIBUSI FISIK KE TEMPAT YANG TEPAT DENGAN
BIAYA SERENDAH MUNGKIN

TITIK AWAL MEMAHAMI / MENDESAIN SISTEM DISTRIBUSI FISIK ADALAH

MEMPELAJARI APA YG DIBUTUHKAN KONSUMEN & APA YG DITAWARKAN
KOMPETITOR
KONSUMEN TERTARIK PADA :
PENGIRIMAN TEPAT WAKTU
KEINGINAN SUPPLIER UNTUK MEMENUHI KEBUTUHAN EMERGENCY
KEHATI-HATIAN PENANGANAN PRODUK
KEINGINAN SUPPLIER MENGGANTI BARANG YG RUSAK
KEINGINAN SUPPLIER MERESUPPLY BARANG YG RUSAK
KEINGINAN SUPPLIER UNTUK MENYIMPAN PERSEDIAAN

MARKETING MANAGEMENT
 PROMOTION

LIMA PERTANYAAN PENTING DALAM KOMUNIKASI PEMASARAN

APA YG DISAMPAIKAN ?
KEPADA SIAPA ?
MELALUI SALURAN APA ?

SIAPA YG MELAKUKAN PROMOSI ?

APA EFEKNYA ?

MARKETING MANAGEMENT
 PROMOTION

PROMOTION MIX :

Advertising : any paid form of non personal presentation & promotion

of ideas, goods, or services by an identified sponsor.

Sales Promotion : short term incentives to encourage trial or purchase

of a product or service

Public Relations & Publicity : a variety of programs designed to promote

and/or protect a company’s image or its individual products

Personal Selling : face-to-face interaction with one or more prospective

purchasers for the purpose of making sales

MARKETING MANAGEMENT
 PROMOTION

EMPAT SASARAN UTAMA PROMOSI

MENGINFORMASIKAN; MENGINFORMASIKAN KETERSEDIAAN & SIFAT PRODUK

PERSUASI; MEMBUJUK & MEYAKINKAN CALON PEMBELI BAHWA PEMBELIAN

PRODUK AKAN MENGHASILKAN KEPUASAN

MENGINGATKAN; MENGINGATKAN KONSUMEN AKAN KETERSEDIAAN PRODUK

MENGUATKAN; MEYAKINKAN PELANGGAN AKAN KETEPATAN PILIHAN MEREKA

MARKETING MANAGEMENT
 PROMOTION

DALAM MENGELOLA PERIKLANAN, MANAJER PEMASARAN HARUS MULAI

DENGAN MENGIDENTIFIKASI PASAR SASARAN & MOTIF PEMBELI

5 Ms ADALAH LIMA KEPUTUSAN DALAM MENGEMBANGKAN PROGRAM IKLAN

MISION ; APA TUJUAN PERIKLANAN

MONEY ; BERAPA BESAR ANGGARAN YG AKAN DIKELUARKAN

MESSAGE ; PESAN APA YG HARUS DISAMPAIKAN
MEDIA ; MEDIA APA YG AKAN DIGUNAKAN
MEASUREMENT ; BAGAIMANA MENGEVALUASI HASIL

MARKETING MANAGEMENT
 PROMOTION

Developing Advertising Program :

Setting advertising objectives :
Attention
- To inform
Interest
- To persuade or
Desire
- To remind
Action
Deciding advertising budget

Deciding advertising message

Deciding on the media

Evaluating advertising effectiveness

MARKETING MANAGEMENT
 PROMOTION

The aim of advertising at different stages in the hierarchy of effects :

Informative advertising aims to create awareness and knowledge of new
products, new features, existing products

Persuasive advertising aims to create liking, preference, conviction, and

purchase of product or service

Reminder advertising aims to stimulate repeat purchase of product & services.

Reinforcement advertising aims to convince current purchasers that they made

the right choice

MARKETING MANAGEMENT
 PROMOTION

Five specific factors to consider when setting advertising budget :

Stage in product life cycle

Market share & customer base

Competitor.

Advertising frequency

Product substitutability

MARKETING MANAGEMENT
 PROMOTION

Periklanan melalui empat tahap :

Menciptakan pesan. Inspirasi dapat datang dari dealer, pakar, pelanggan,
atau menggunakan metode deduktif

Mengevaluasi dan menyeleksi pesan. Iklan yang baik berfokus hanya pada
satu proposisi

Menyampaikan pesan. Pengaruh pesan bukan hanya pada apa yang

disampaikan tapi bagaimana menyampaikannya.

Mengkaji tanggung jawab sosial. Iklan harus diyakini tidak melanggar norma
sosial dan hukum.

MARKETING MANAGEMENT
 PROMOTION

RESPONSE HIERARCHY MODELS

MODELS

AIDA HIERARCHY of INNOVATION -

STAGES COMMUNICATIONS
MODEL- A EFFECTS ADAPTION
MODEL- D
MODEL- B MODEL- C
EXPOSURE
AWARENESS
COGNITIVE ATTENTION AWARENESS RECEPTION
STAGE
KNOWLEDGE
COGNITIVE RESPONSE

INTEREST LIKING INTEREST

ATTITUDE
AFFECTIVE
PREFERENCE
STAGE
DESIRE EVALUATION INTENTION
CONVICTION

TRIAL
BEHAVIOR ACTION PURCHASE BEHAVIOR
STAGE
ADAPTION

MARKETING MANAGEMENT
 PROMOTION

Major decisions in sales promotion :

Establishing the sales promotion objectives
Selecting the sales promotion tools :
Samples
Coupon
Cash refund offers
Price packs
Point
Developing sales promotion program :
Determine the size of the incentive to offer
Conditions for participation
Duration of promotion
Distribution vehicle
Timing of promotion
Total sales promotion budget
Pretesting the sales promotion program
Implementing & controlling the sales promotion program
Evaluating the sales promotion results

MARKETING MANAGEMENT
 PROMOTION

Keunggulan :
Pembidikan lebih terarah
Lebih adaptif
Daya persuasi personil lebih besar
PERSONAL SELLING : Berpotensi menghasilkan penjualan

Kelemahan :
Jumlah kontak terbatas
Biaya per kontak lebih mahal
Duration of promotion

MARKETING MANAGEMENT
 PROMOTION

PUBLIC is :

any group that has an actual or potential

interest or impact on a company’s ability
to achieve its objectives

MARKETING MANAGEMENT
 PROMOTION

Public Relations perform five activities :

Press Relations

Product Publicity

Corporate Communication
Lobbying
Counseling

MARKETING MANAGEMENT
 PROMOTION

Public Relations tools :

News

Speeches

Public service activities

Publications
Events : seminar, anniversary, contest, etc.

MARKETING MANAGEMENT
 PROMOTION

Humas dapat berperan sbb :

Membangun kesadaran. PR dapat membuat cerita untuk

menarik perhatian terhadap produk dan organisasi

Membanguin kredibilitas. PR membangun kredibilitas dengan

mengkomunikasikan pesan editorial
Menstimulasi tenaga penjual dan dealers. Cerita mengenai
produk baru dapat membantu salesforce menjual

Menekan anggaran promosi. PR biayanya lebih rendah daripada

direct mail dan media advertising

MARKETING MANAGEMENT