CH A N G CH A N G

F• X E F• X E
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KONSEP DASAR
PEMASARAN

Dr. Adelina Lubis,SE, M.Si

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WHAT DOES IT MEAN?

KONTEKS FISIK,• tempat terjadinya

transaksi.

KONTEKS PELANGGAN
POTENSIAL,• sekelomp. Individu yang
mau dan mampu bertransaksi.

KONTEKS DIGITAL,• dimensi/ruang

dimana terjadi transaksi.
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HOW IT DIFFERENT?
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EVOLUSI PERAN PEMASARAN

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KONSEP PENERAPAN PEMASARAN

Konsep Produksi
Konsep Produk
Konsep Penjualan
Konsep Pemasaran
Konsep Pemasaran Berwawasan
Sosial
Konsep Customer
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PROSES MANAJEMEN PEMASARAN

Analisis Peluang Pasar

Analisis & Penentuan Target Pasar
Merancang Srategi Pemasaran
Merancang Program Pemasaran
Mengorganisir & Melaksanakan
Kegiatan (kebijakan) Pemasaran
Mengawasi &/ mengevaluasi Kegiatan
(kebijakan) Pemasaran
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FRAME•WORK PEMASARAN MODERN

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KONSEP PENERAPAN PEMASARAN

4P 4C
Concept
Product ConceptSolutions
Customer
Price Customer Cost
Promotion Communication
with Customer
Place Customers’
Convenience
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MARKETING DIFFERENCES

Old Economy New Economy

Organized by product unit  by
customersegments and
satisfaction
Fokus pada pencapaian transaksi  CLV (Customer Lifetime
yang menguntungkan Value)

Tolok ukur : Finansial  finansial dan marketing

Marketing does marketing  Everyone does marketing

Kekuatan merk dibangun dari  by performance
advertising
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HOW BUSINESS ARE CHANGING?

Customer today Company today

Harapan semakin tinggi Persaingan makin tajam
Info semakin lengkap Margin laba makin turun
 makin kritis
Tuntutan dan orientasi
Loyalitas rendah sosial meningkat

Sensitifitas terhadap Trend kekuatan

harga meningkat informasi meningkat
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SOLUSI MENGHADAPI PERUBAHAN

Marketer Company
Customer relationship
management Re•engineering

Target marketing Benchmarking

Everyone does Outsourcing

marketing
E• Commerce
Customization
Alliance
Integrated
communication system
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KONSEP 4C DINAMIKA BISNIS

4 Diamond
Customer – they build the market.
Competitor – they play on the market.
Change – always happen on the market.
Company – just one of player on the market.
 CH A N G CH A N G
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T hank Y
ou