dasar2 pemasaranminggu 09 page 1 minggu ke ix dasar-dasar pemasaran pokok bahasan: 1.tiga tingkatan...
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DASAR2 PEMASARAN Minggu 09 Page 1
MINGGU KE IXMINGGU KE IXDASAR-DASAR PEMASARANDASAR-DASAR PEMASARAN
Pokok Bahasan:1. Tiga tingkatan Produk2. Klasifikasi Produk Konsumen & Produk Industri3. Atribut Produk4. Brand & Brand Equity
Tujuan Instruksional Khusus:1. Membedakan pengertian produk & jasa (service)2. Menjelaskan 3 tingkatan produk3. Membedakan jenis2 produk konsume & produk industri4. Menjelaskan pentingnya merek bagi sebuah produk5. Menyebutkan elemen2 rand wquity (ekuitas merek) Referensi:1. Philip Kotter, “ Principles of Marketing “, Tenth Edition,
Armstrong Th 2004, Pearson Pretice Hall, New Jersey2. M. Taufik Amir, “ Dinamika Pemasaran “, Rajawali Press,
2005
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Chapter 9Product, Services, and
Strategies
S e k o l a h T i n g g i I l m u E k o n o m i
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What is a Product?A ProductProduct is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.Includes:
Physical Objects Services Events Persons Places Organizations Ideas Combinations of the above
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What is a Service?
A ServiceService is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.Examples include: Banking Hotels Tax Preparation Home Repair Services
S e k o l a h T i n g g i I l m u E k o n o m i
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BrandName
QualityLevel
Packaging
Design
Features
Delivery& Credit
Installation
Warranty
After-Sale
Service
CoreBenefit or
Service
CoreBenefit or
Service
Actual ProductActual Product Core ProductCore Product
Augmented ProductAugmented Product
Levels of Product (Fig. 8.1)
S e k o l a h T i n g g i I l m u E k o n o m i
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Product ClassificationsConsumer Products
• Convenience ProductsConvenience Products Buy frequently &
immediately Low priced Mass advertising Many purchase
locations i.e Candy, newspapers
• Shopping ProductsShopping Products Buy less frequently Higher price Fewer purchase
locations Comparison shop i.e Clothing, cars,
appliances
• Specialty ProductsSpecialty Products Special purchase
efforts High price Unique characteristics Brand identification Few purchase
locations i.e Lamborghini, Rolex
• Unsought ProductsUnsought Products New innovations Products consumers
don’t want to think about
these products Require much
advertising & personal selling
i.e Life insurance, blood donation
S e k o l a h T i n g g i I l m u E k o n o m i
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Suppliesand
Services
Suppliesand
Services
Materialsand PartsMaterialsand Parts
CapitalItems
CapitalItems
Product ClassificationsIndustrial Products
S e k o l a h T i n g g i I l m u E k o n o m i
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Product ClassificationsOther Marketable Entities
Activities undertaken to create, maintain, or change the attitudes and behavior toward the following:
Organizations - Profit (businesses) and nonprofit (schools and churches).
Persons – Politicians, entertainers, sports figures, doctors and lawyers.
Places - Business sites and tourism. Ideas (social ideas marketing) – public health
campaigns, environmental campaigns, and others such as family planning, or human rights.
S e k o l a h T i n g g i I l m u E k o n o m i
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Individual Product Decisions (Fig. 8.2)
Product Attributes
Branding
Packaging
Labeling
Product Support Services
S e k o l a h T i n g g i I l m u E k o n o m i
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Product Quality Product Quality
Product FeaturesProduct Features
Product Style & Design
Product Style & Design
Ability of a Product to Perform Its Functions;
Includes Level & Consistency
Ability of a Product to Perform Its Functions;
Includes Level & Consistency
Help to Differentiate the Product from Those of the
Competition
Help to Differentiate the Product from Those of the
Competition
Process of Designing a Product’s Style & Function
Process of Designing a Product’s Style & Function
Developing a Product or Service Involves Defining the Benefits that it Will Offer Such as:
Product Attributes
Design over perf ormance:
The iMac has less f eatures than many computers, but its untraditional design grabbed it a number two spot on the best-selling computer list only a month af ter its introduction.
Click to return.
S e k o l a h T i n g g i I l m u E k o n o m i
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BRANBRANDD
A name, term, sign, symbol, or design, or a combination of these, intede to identify the goodsor services of one seller or group of sellers and to differentiate them from those of competitors
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Advantagesof
Brand Names
BrandEquity
Advantagesof
Brand Names
BrandEquity Strong Brand
Association
Strong Brand Association
AttributesAttributes
Quality & ValueQuality & ValueConsistencyConsistency
IdentificationIdentification
Perceived QualityPerceived QualityName AwarenessName Awareness
High Brand Loyalty
High Brand Loyalty
Branding
S e k o l a h T i n g g i I l m u E k o n o m i