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Manajemen Pemasaran [7] March 28, 2009

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Definition of price: Amount of money charged for  product or service or the sum of values consumer exchange for the benefits of having or using the product or service.



Major considerations in setting prices:


Types of cost factors that affect pricing decisions:


Ilustrations were taken from this online presentation.


Manajemen Pemasaran [6] March 21, 2009

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Ilustration was taken from http://www.atkinson.yorku.ca/~lripley/imUproduct.htm

Manajemen Pemasaran [5] March 14, 2009

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From customer’s view, there are two classifications of products:
– CONSUMER PRODUCTS (convenience, shopping, specialty, unsought)
– INDUSTRIAL PRODUCT (materials and parts, capital items, supplies and service)


Product mix = all product lines offered, usually managed by individual SBU (strategic business unit), example:


Ilustrations were taken from http://www.atkinson.yorku.ca/~lripley/imUproduct.htm

Manajemen Pemasaran [4] March 7, 2009

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Customer behaviour is different for each role in organization:
– Initiator
– Influencer
– Decider
– Buyer
– User

Market analysis based on 6O:
– Occupants (WHO)
– Objects (WHAT)
– Occassions (WHEN)
– Organization (WHERE)
– Objectives (WHY)
– Operations (HOW)

Manajemen Pemasaran [3] February 27, 2009

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– segmentation
– targeting
– positioning

– differentiation
– marketing mix
– selling

– brand
– service
– process

– WHAT (type of information)
– WHY (type of analysis)
– HOW (quality management)


Manajemen Pemasaran [2] February 15, 2009

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There are four component in business: 4C (Company, Customer, Competitor, Change).


2C: stable => production oriented company
2.5C: interrupted (by emerging competitor) => selling oriented company
3C: complicated => marketing oriented company
3.5C: sophisticated => market driven company
4C: chaos => customer driven company

In monopolistic market (2C), a company would concern about basic matters on the product. In more competitive environment, below points might be taken into consideration:
P = product
Q = quality
C = cost
D = delivery
S = safety
M = morale
E = environment

Marketing mix: 4P (products, price, place, promotion). Each factors must be studied to decide best marketing strategy.

Consumer products classiffication:
– convenience products
– shopping products
– specialty products
– unsought products

Industrial product classification:
– materials and parts
– capital item
– supplies and services

– cost
– competitive price
– market
– elasticity of demand
– competitor and customer reactions
– economic conditions
– nature of the industry
– financial status of the firm
– product characteristics
– government restrictions

= distribution management:
1. Channel of distribution (institution)
2. Logistics (physical transportation)

Tools of marketing communications:
– advertising
– personal selling
– sales promotion
– public relations
– direct marketing

Manajemen Pemasaran [1] February 8, 2009

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Hari Sabtu lalu, 7 Februari 2009, saya datang ke kampus pukul 10:15 WIB karena tidak mengambil mata kuliah Sistem Manufaktur-nya Pak Yadrifil yang diadakan di jam pertama (8:30 – 10:00 WIB).

Pertama kalinya saya bertemu dengan PA (pembimbing akademis) yang sekaligus dosen Marketing Management, Ibu Ir.Erlinda Muslim, MEE., langsung suka sekali dengan gaya mengajar beliau yang asyik. Belajar ilmu-ilmu pemasaran di Fakultas Teknik ini sepertinya akan sangat menarik deh.

Focus of this marketing class is study about selling.

2C: Company + Customer
3C: Company + Customer + Competitor
4C: Company + Customer + Competitor + Change (outside factor)

If the company has a monopoly on the product (goods or service), then it might only concern about “P” (product) for the customer.

More complex condition (2.5C, 3C, 3.5C, 4C) requires attention on:
P = product
Q = quality
C = competitiveness
D = delivery (availability)
S = safety
M = moral
E = environment

Current market in Indonesia (in general):
– Monopolysts are not ready for competition, e.g. PLN
– Imported goods are sold in lower price compare to local products

Out of getting support from government, a company should measure its own asset utilization ratio to sell better, because it means:
– Reducing price
– Improve quality (standardization)

To fulfil customer’s requirement, company must review:
– Need (basic necessities)
– Want (available choice)
– Demand (power to buy)