Piece Of Marketing...

Hai salam kenal dari gue yang baru Go Blog… Kenalin nama gue Apriani Bangun. Gue mau berbagi ilmu nih yang gue dapat dari kuliah marketing di MB IPB oleh Prof. Dr. Ir. Ujang Sumarwan, MSc. Tapi maap ya kalo belum terlalu dalem. Maklumlah masih pemula…hihihi…  Lets start…

Marketing adalah ujung tombak perusahaan yang menentukan kemajuan perusahaan tersebut, dimana marketing bertugas untuk menghasilkan pendapatan bagi perusahaan.

Core Concept of Marketing:

1.       Market Segmentation, Targeting, Positioning

2.       Needs, wants, demands, and benefits

3.       Marketing Mix

4.       Value

5.       Exchange, Transactions, and Satisfaction

1.       STP

a.       Step 1. Segmenting the Market

Divide the overall market into segments, in which consumers have similar characteristics.

b.      Step 2. Selecting a Target Market

Evaluate the segments identified in the segmentation process, select target market

c.       Step 3. Positioning the Product

Marketer plans the product’s market position, which is how the target market perceives the product in the comparison to competitors brands.

2.       Needs, Wants, Demands, and Benefits

a.       Needs describe basic human requirements such as food, air, water, clothing, and shelter, recreation, education, and entertainment.

b.      Needs become wants when the are directed to specific objects that might satisfy the need.

c.       Demands are wants for specific products backed by a ability to pay.

d.      Benefits are outcomes sought by a consumer that motivates buying behavior.

3.       Marketing Mix

a.       Product

Good, Service, Idea, Place, Promotion

b.      Price

Assignment of Value

c.       Place

Availability of Product

d.      Promotion

Activities to Inform Consumers

4.       Value

a.       Value is a ratio between what the customer gets and what he gives.

Perceived value is increased by:

·         Raising benefits

·         Reducing costs

·         Raising benefits and reducing costs

·         Raising benefits by more than the raise in costs

·         Lowering benefits by less than the reduction in costs

5.       Exchange, Transactions, and Satisfaction

a.       Exchange is the process by which some transfer of value occurs between a buyer an a seller.

b.      Transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.

c.       Satisfaction occurs when the exchange process meets or exceeds expectations

Lecturer Prof Dr Ir Ujang Sumarwan, MSc

Dr. Ir. Kirbrandoko, MSM

www.ujangsumarwan.blog.mb.ipb.ac.id

sumarwan@mb.ipb.ac.id

Based on Book written by Ujang Sumarwan, Agus Djunaidi, Aviliani, H.C.Royke Singgih, Jusup Agus Sayono, Rico R Budidarmo, Sofyan Rambe. 2009. Pemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dalam Penciptaan Nilai bagi Pemegang Saham (Strategic Marketing: Strategy for Corporate Growth in Creating Share Holder Value). Jakarta. Inti Prima