MANAJEMEN

PEMASARAN & UMKM

Masalah Pemasaran UMKM
1. Ketidakmampuan atau tidak ada akses bagi pedagang UKM untuk
ke lembaga keuangan dalam mendapatkan informasi mengenai
modal.
2. Minimnya pengetahuan mengenai strategi pemasaran dan hak
intelektual
3. Kebanyakan pengusaha mikro dan kecil berorientasi pada produk
bukan pada konsumen. Kebanyakan mereka lebih suka membuat
produk yang sesuai dengan selera sendiri dan sudah cukup puas
dengan produk yang dihasilkan tanpa ada perubahan yang
disesuaikan dengan selera konsumen.
4. Banyak pengusaha mikro memandang pemasaran sebagai sesuatu
yang mewah sehingga banyak produk tersebut tidak mendapat
sentuhan pemasaran.
To be a successful marketer, you need to
understand the marketing skills, marketing core
functions, and basic tools of marketing.
 The Nature of Marketing

A Definition of Marketing:

Marketing is the activity, set of institutions,

and processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large. 
 Marketing Tools

Marketing Mix:
The unique blend of product/service, pricing, promotion,
and distribution strategies designed to meet the needs of a
specific target market.

This mix must be altered over time because of changes in

the external environment. Customers are added and some
drop out of the relevant markets.
Marketing Activities
The New Marketing Landscape

Major Developments
Digital age
 Globalization
 Ethics and social responsibility
 Not-for-profit marketing

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The New Marketing Landscape
The New Digital Age
 Recent technology has had a major impact on the ways
marketers connect with and bring value to their
customers
 Market research
 Learning about and tracking customers
 Create new customized products
 Distribution
 Communication
 Video conferencing
 Online data services

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The New Marketing Landscape
The New Digital Age

Internet—creates marketplaces and

Marketspaces
 Information
 Entertainment
 Communication

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 Marketing professionals track
trends and consumer attitudes to
understand buying decisions.
Marketing and the Marketing Concept

Needs Wants

Determine Anticipate Satisfy

marketing concept
The idea that a business should strive to satisfy customers’ needs
and wants while generating a profit for the business.
Who is the customer?
Consider an adult who buys the following as a gift.
Who is the customer?

 Accounting/Finance: whoever pays

 Development: whoever uses

 Marketing: whoever derives value from it

-child who plays
-parent who gets babysitter,
-purchaser getting social capital
Understanding Customer Needs

Customer Needs, Wants, and Demands

Needs are states of deprivation:
 Physical—food, clothing, warmth, safety
 Social—belonging and affection
 Individual—knowledge and self-expression

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Understanding Customer Needs

Customer Needs, Wants, and Demands

 Wants are the form that needs take as they are
shaped by culture and individual personality.
 Demands are wants backed by
buying power.

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Gathering Customer Information

Interviews
Observations
Surveys
Focus groups
Example: Design of a Cordless Screwdriver
 Marketing Research Defined
Marketing Research is the function that links the
consumer, customer, and public to the marketer through
information that is used to identify and define marketing
opportunities and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; and
improve understanding of marketing as a process. Marketing
research specifies the
information required to address these
issues, designs the method for collecting
information, manages and implements the data
collection process, analyzes the results,
and communicates the findings and their
implications.
 The Three Critical Roles of
Marketing Research
Descriptive:
The gathering and presenting of
statements of fact

Diagnostic:
The explanation of data or actions

Predictive:
The specification of how to use
descriptive and diagnostic research
to predict the results of a planned
marketing decision
 Discovering Opportunities in the Market

What Holiday Inn Found:

Their guests were mostly business or sales people and government
employees.
They did not want to just sit around in their rooms.
They wanted to socialize while staying at the hotel, so the management
decided the bar should play a bigger and more significant role.
As a social hub, the bar could offer more food that could be shared.

The added food could be served by bar staff, instead of restaurant workers,
and labor costs could be lowered.
 Types of Research Studies
Applied Basic

Research aimed at Research aimed at

solving a specific, expanding the frontiers of
pragmatic problem. knowledge rather than
solving a specific,
pragmatic problem.
 Applied Research Types

Research conducted to develop marketing options

Programmatic through market segmentation, market opportunity
analyses, or consumer attitude and product usage
studies.

Selective Research used to test decision alternatives.

Evaluative Research done to assess program performance.

The Marketing Research Process