ekma4111: modul 6
DESCRIPTION
Modul 6: Konsep Pemasaran & Perilaku Konsumen EKMA 4111 Pengantar Bisnis Universitas Terbuka KoreaTRANSCRIPT
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Konsep Pemasaran dan Perilaku Konsumen
Anggriawan Sugianto EKMA 4111 Pengantar Bisnis
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Outline
1. Konsep Dasar Pemasaran
2. Marketing STP
3. Perilaku Konsumen
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Research is to see what everybody else has seen,
and to think what nobody else has thought. – Albert Szent-Gryorgyi
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Konsep Dasar Pemasaran EKMA4111 Pengantar Bisnis
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Konsep Pemasaran
Pemasaran
• Proses dari perencanaan dan pelaksanaan konsep yang telah
ditetapkan sebelumnya, penentuan harga, promosi dan distribusi ide,
barang dan jasa untuk menciptakan pertukaran yang dapat
memuaskan tujuan individu dan organisasi.
Marketing
• 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.
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Analisis Pasar
• Consumer behaviour
• Competition
• Brand competition (local + international)
• Substitute product
• Macro-environmental factors
• Political
• Economic
• Social
• Technological
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Riset Pemasaran
Tahapan riset pemasaran:
1. Analisis situasi
2. Pemilihan metode riset
• Observasi
• Survey
• Focus group
• Eksperimen
3. Pengumpulan data
4. Analisis data
5. Laporan Riset
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Marketing Mix
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Being the best is great, you're the number one.
Being unique is greater, you're the only one.
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Marketing STP EKMA4111 Pengantar Bisnis
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Segmentation
Segmentasi pasar
• Proses pemilahan pasar menjadi sekumpulan konsumen yang
memiliki kebutuhan dan keinginan yang sama
• Variabel penting dalam segmentasi:
1. Geografis – lokasi
2. Demografis – usia, jenis kelamin, penghasilan, pekerjaan
3. Psikografis – gaya hidup, nilai
4. Kegunaan produk – aktivitas
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Targeting
Target pasar
• Menentukan segmen pasar mana yang jadi sasaran pemasaran
produk/jasa
• Strategi penentuan target pasar:
1. Single-segment (Spesialisasi pasar)
2. Multi-segment (Spesialisasi selektif)
3. All-segment (Spesialisasi produk)
4. Full market coverage
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Positioning
Penentuan posisi
• Bagaimana perusahaan menanamkan citra produk di benak konsumen
• Positioning strategy:
• Product positioning
• attribute, brand
• Price positioning
• high price, low price with quality
• Competitive positioning
• market leader (#1), category leader
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Customers can't always tell you what they want,
but they can always tell you what's wrong.
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Perilaku Konsumen EKMA4111 Pengantar Bisnis
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Consumer Behaviour
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Buying Decision Process
Problem/Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Decision
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• Internal stimuli • External stimuli
• Attitude • Involvement level
• Rational motive • Emotional motive
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Pasar Organisasi
• Pasar Organisasi (B2B)
• Pasar industri
• Pasar penjual (Reseller)
• Pemerintah / Institusi non-profit
• B2B vs B2C
• Permintaan derivatif
• Permintaan tidak elastis
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Problem/Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Decision
+ Spesifikasi produk/jasa
+ Kualifikasi vendor
+ Evaluasi vendor
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End of Module 6