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Manajemen Pemasaran [7] March 28, 2009

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PRICE

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.

 

pricing11

Major considerations in setting prices:

pricing2

Types of cost factors that affect pricing decisions:

pricing3

Ilustrations were taken from this online presentation.

Manajemen Pemasaran [6] March 21, 2009

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PRODUCT LIFE CYCLE STRATEGIES

plc

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

Manajemen Pemasaran [5] March 14, 2009

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PRODUCT

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)

consumerproducts

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

productmix

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

Manajemen Pemasaran [4] March 7, 2009

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CUSTOMER BEHAVIOUR

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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MARKETING STRATEGY
– segmentation
– targeting
– positioning

MARKETING TACTICS
– differentiation
– marketing mix
– selling

MARKETING VALUE
– brand
– service
– process

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

whatwhyhow

Manajemen Pemasaran [2] February 15, 2009

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

4c

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.

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

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

PRICE
Factors:
– 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

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

PROMOTION
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)