Modul ke:

Fakultas

Program Studi

Konsep KomunikasiPemasaran

Dudi Permana, PhDFEB

Manajemenhttp://www.mercubuana.ac.id

MarketingKotler : Satisfying Customer Needs

Managing Demand

(The American Marketing Association)Is the process of planning and executing // the conception,

pricing, promotion and distribution // of ideas, goods, services

// to create exchange // that satisfy individual and organizational

goals

Marketing abad 21

(The American Marketing Association)Is the process of planning and executing // the conception,

pricing, promotion and distribution // of ideas, goods, services

// to create exchange // that satisfy individual and organizational

goalsis 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.

COMMUNICATION is the process ① whereby thoughts are conveyed ② and meaning is shared ③between individuals④or between organization and individuals.

MARKETING COMMUNICATION

(MARKETING COMMUNICATION)Represent the collection of all elements ① in brand’s

marketing mix ② that facilitate exchanges ③ by targeting the

brand to group of customers ④ positioning the brand as

somehow distinct from competitive brands ⑤ and sharing the

brand meaning’s (its point of difference) with the brand ‘s target

audience. ⑥

INTEGRATED MARKETING COMMUNICATION

(IMC)Is a communication process that entails // the planning ,

creation, integration and implementation // of diverse forms of

marketing communication // that are delivered over time to a

brand’s targeted customers and prospects.

INTEGRATED MARKETING COMMUNICATION (IMC)

QUIZ : PER KELOMPOK

SEBUTKAN TOOL(s) yang dipakai untuk dapat

menciptakan IMC

TOOL’S

BRAND EQUITY

BRAND AWARENESS

A CUSTOMER-BASED BRAND EQUITY MODEL

LEVERAGING BRAND MEANING FROM VARIOUS SOURCES

APA MANFAAT DARI MENINGKATKAN EKUITAS MEREK?

TOP 20 GLOBAL BRAND(VERSI INTERBRAND)

IMC

CLASSIFICATION OF FOUR GENERAL TARGET CHARACTERISTIC

CLASSIFICATION OF DEMOGRAPHICSTARGET CHARACTERISTIC

CLASSIFICATION OF DEMOGRAPHICSTARGET CHARACTERISTIC

CLASSIFICATION OF DEMOGRAPHICSTARGET CHARACTERISTIC

CLASSIFICATION OF DEMOGRAPHICSTARGET CHARACTERISTIC

CLASSIFICATION OF GEODEMOGRAPHICSTARGET CHARACTERISTIC

Terima KasihDudi Permana, PhD