the blood and the temperament

The Blood and The TemperamentThe Blood and The TemperamentBy Toshitaka Nomi

20/04/23 1Fauzan Asmara & Associates, Inc.

Disiplin

Prosedural

Dapat dipercaya

ulet

Perfectionis

Setia

Rentan stress

Tertutup

Keras kepala

Sulit kompromi


Kreatif

Fleksibel

Berani

Banyak ide

Suka kebebasan

Romantis

Pemberontak

Malas

Kurang tuntas

Kurang tg jawab

Berkepribadian ganda


Demokratis

Empaty

Terapis

Kompromis

Netral

Gampang terpengaruh

Ragu-ragu

Kurang tegas


Orator

Ambisius

Berani

Fashion

Leader

sexy

Kaya Ide

Sombong

Kekanak kanaan

Egois

Kejam

Experiencial


PendidikanPendidikanS1 Ekonomi

S2 Magister Manajemen

S3 Doktor Ilmu Ekonomi

HobiHobiMembacaMain MusikArung JeramMemancing Suka Bergaul

Marketing ManagementMarketing Management

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Fauzan Asmara & Associates, Inc.

THE THE RISE RISE AND THE AND THE FALL FALL OF M. LEADEROF M. LEADER Xoncee Vicee

AXI Densol

Pepsodent Prodent

Ni ke BATA

BAYGON RAID

Sari Puspa AUTAN

SASA Veltsin, etc.

MARKET LEADER BEHAVIOUR


Everybody has the same playground!

PEOPLE POWER IN MARKETING20/04/23 11Fauzan Asmara & Associates, Inc.

To heat up Markets !20/04/23 13Fauzan Asmara & Associates, Inc.

TheThe foundationfoundationTHE PROCESS OF PLANNING AND

EXECUTING THE CONCEPTION PRICING, PROMOTION AND DISTRIBUTION OF

IDEAS, GOODS, AND SERVICES TO CREATE EXCHANGES THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL

OBJECTIVE.

(AMA’s marketing defininition)20/04/23 14Fauzan Asmara & Associates, Inc.

Marketing is not only much broader than selling, it is not specialized activity at all. Marketing encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer point of view. (Drucker, 1959)

Marketing is a way of doing business by satisfying customers’ needs better than competitors (Levitt, 1960)


Peran Pemasaran dlm Organisasi Peran Pemasaran dlm Organisasi (Webster, 1992, 1997)(Webster, 1992, 1997)

Tingkat korporasi meletakkan kepentingan pelanggan sebagai unsur utama dalam penetapan kebijakan persh. dan menyebarkan nilai tersebut ke seluruh lini organisasi

Tingkat SBU membantu dalam penetapan atau pemilihan segmen pasar yang akan dijadikan pasar sasaran dan posisi persh./produk di pasar

Tingkat operasional menindak-lanjuti strategi bisnis yg sudah ditetapkan melalui bauran pemasaran dengan tetap mengacu pada penyediaan superior value kepada para pelanggan

Tiga dimensi Konsep Pemasaran:Sebagai budayaSebagai strategiSebagai taktik


Proporsi Dimensi Pemasaran pada Proporsi Dimensi Pemasaran pada Tingkatan Organisasi Tingkatan Organisasi

Tingkat Korporat

Tingkat Unit Bisnis

Tingkat Operasional

Pemasaran sebagai Budaya

Pemasaran sebagai Strategi

Pemasaran sebagai Taktik


OF PRICING POLICYOF PRICING POLICY

COST DEMAND COMPETITOR


Advertising

Direct Selling

Sales Promotion

Publicity

Marketing Public Relation

Advertising

Direct Selling

Sales Promotion

Publicity

Marketing Public Relation20/04/23 24Fauzan Asmara & Associates, Inc.

PRODUCT

EXCHANGETRANSACTIONRELATIONSHIP

VALUECOST

SATISFACTION

NEEDSWANTS

DEMAND


A measure of the desire that potential consumers have for a product and their ability and willingness to pay for it

A measure of the desire that potential consumers have for a product and their ability and willingness to pay for it


What is a product?What is a product?

Product is anything that can be offered to a market that might satisfy a want or need

20/04/23 28

Service Service is activity or benefit that one party is activity or benefit that one party can offer to another that is essentially can offer to another that is essentially

intangible and does not result in the ownership intangible and does not result in the ownership of anythingof anything


Three Levels of ProductThree Levels of Product

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CoreBenefit


Product ClassificationsProduct Classifications

Convenience ProductShopping ProductSpecialty ProductUnsought Product


Marketing Considerations for Consumer ProductsMarketing Considerations for Consumer Products

Marketing Marketing ConsiderationConsideration

ConvenienceConvenience ShoppingShopping SpecialtySpecialty UnsoughtUnsought

Customer Customer Buying Buying BehaviorBehavior

Frequent purchase, Frequent purchase, little planning, little little planning, little comparison or comparison or shopping effort, low shopping effort, low involvementinvolvement

Less frequent Less frequent purchase, much purchase, much planning & planning & shopping effort, shopping effort, comparison of comparison of brands on price, brands on price, quality, stylequality, style

Strong brand Strong brand preference and preference and loyalty, special loyalty, special purchase effort, purchase effort, little comparison of little comparison of brand, low price brand, low price sensitivitysensitivity

Little product Little product awereness, awereness, knowledge (or, if knowledge (or, if aware, little or even aware, little or even negative interest)negative interest)

PricePrice Low priceLow price Higher priceHigher price High priceHigh price VariesVaries

DistributionDistribution Widespread Widespread distribution, distribution, convenience locationconvenience location

Selective Selective distribution in fewer distribution in fewer outletsoutlets

Exclusive Exclusive distribution in only distribution in only one or a few outlets one or a few outlets per market area per market area

variesvaries

Promotion Promotion Mass promotion by the Mass promotion by the producerproducer

Advertising & Advertising & personal selling by personal selling by both producer and both producer and resellerreseller

More carefully More carefully targeted promotion targeted promotion by both producer by both producer and relsellers and relsellers

Aggressive Aggressive advertising and advertising and personal selling by personal selling by producer&resellerproducer&reseller

ExampleExample Toothpaste, Toothpaste, magazines, laundry magazines, laundry detergent, fast fooddetergent, fast food

TV, furniture, TV, furniture, clothing, hotelclothing, hotel

Luxury goods, such Luxury goods, such as Rolex watches or as Rolex watches or fine crystal, fine crystal, lamborghini lamborghini

Life insurance, red Life insurance, red cross blood cross blood donationsdonations 31

Type of Consumer ProductType of Consumer Product

Individual Product DecisionsIndividual Product Decisions

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Productattributes

Branding

Packaging

Labeling

ProductSupport Service


Developing the Marketing MixDeveloping the Marketing Mix

20/04/2333

VarietyQualityDesignFeaturesBrand namePackagingservices

AdvertisingDirect sellingSales promotionPublicityPublic relations

List priceDiscountAllowancesPayment periodCredit terms

ChannelsCoverageAssortmentsLocationsInventoryTransportationLogistics

TargetCustomer

IntendedPositioning


Daur Hidup ProdukDaur Hidup Produk

20/04/23 34

1. Tahap pengenalan, yaitu tahap ketika pertama kali produk dikenalkan di pasar.

2. Tahap pertumbuhan, yaitu Penjualan mulai mengalami peningkatan secara dramatis.

3. Tahap kedewasaan, yaitu pesaing telah memasuki pasar, karena itu walaupun penjualan mengalami puncaknya pada tahapan ini, laba mulai menurun.

4. Tahap penurunan, yaitu produk telah tidak memenuhi lagi keinginan, selera, dan kebiasaan pembeli. Respon pasar menjadi negatif sehingga penjualan mengalami penurunan


Grafik Daur Hidup ProdukGrafik Daur Hidup Produk

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Volume Penjualan

PengenalanProduk ditargetkan pada suatu pasar tertentu dan dikenalkan pada pasar

tersebut

PertumbuhanSeiring berjalannya waktu,

produk lebih dikenal di pasar, dan volume

penjualan pun meningkat

KedewasaanVolume penjualan mencapai puncak pada

akhir tahap pertumbuhan, kemudian penjualan mulai stabil dan cenderung

menurun sebagai akibat persaingan dari produk baru dan yang telah ada

sebelumnya

PenurunanVolume penjualan menurun seiring

menurunnya permintaan akan produk tersebut atau meningkatnya persaingan

Waktu


The 2th ultimate component of product

- Tangible - Intangible

The 2th ultimate component of product

- Tangible - Intangible


PRODUCT CATEGORYPRODUCT CATEGORYJASA MURNI

JASA UTAMA

CAMPURAN

PRODUK UTAMA

PRODUK MURNI20/04/23 37Fauzan Asmara & Associates, Inc.

Intangibility ‘manage the evidence` ‘tangibilize the intangible` (Levitt)Place, atmosphere, people, equipment, physical facilities Inseparability terjual ---> diproduksi dan dikonsumsi secara bersamaan Jasa menjual PROSES Peranan SDM sangat crucial Investasi dalam hal rekruitment dan pengembangan SDM

Intangibility ‘manage the evidence` ‘tangibilize the intangible` (Levitt)Place, atmosphere, people, equipment, physical facilities Inseparability terjual ---> diproduksi dan dikonsumsi secara bersamaan Jasa menjual PROSES Peranan SDM sangat crucial Investasi dalam hal rekruitment dan pengembangan SDM


Perishability (tidak tahan lama) - Initiating price cut - Additional Value - Part timer - Reservation - Reducing idle capacity Variability Non-standardized out-put depend on Who? When? Where?Tight Quality Control Through S O P (Standard Operating Procedure)

Perishability (tidak tahan lama) - Initiating price cut - Additional Value - Part timer - Reservation - Reducing idle capacity Variability Non-standardized out-put depend on Who? When? Where?Tight Quality Control Through S O P (Standard Operating Procedure)


MARKETING SYSTEM MARKETING SYSTEM CORE COMPONENTSCORE COMPONENTS


Marketing is how to Marketing is how to control quality, price, control quality, price, promotion and promotion and distribution of distribution of company’s productcompany’s product


Marketing is how to Marketing is how to satisfy customers’s satisfy customers’s

needsneeds


Marketing is how to Marketing is how to control competition by control competition by leading the marketleading the market


Marketing is how to Marketing is how to balance between internal balance between internal

and external needsand external needs


BUSINESS ENDSBUSINESS ENDS

The Production oriented efficiency The Product oriented quality The Selling oriented sales volume The Marketing oriented customer satisfaction Socio Marketing oriented c.s. & community devlp The Market oriented market leader The Strategic oriented competitive advantage


Establishing service performance standards Measuring performance again benchmarks Recognizing and rewarding exemplary

behavior Maintaining enthusiasm for the customer at

all times

Establishing service performance standards Measuring performance again benchmarks Recognizing and rewarding exemplary

behavior Maintaining enthusiasm for the customer at

all times


The Question isThe Question isThe Question isThe Question isHow to gain winning customers

and outperforming competitors?How to gain winning customers

and outperforming competitors?


Is not just building products, but how to build customers through create customers’ value

Is not just building products, but how to build customers through create customers’ value


CUSTOMER VALUECUSTOMER VALUE Product Value Service Value Personal Value Image Value

Monetary Cost Time Cost Energy Cost Mind Cost


Total Customer ValueTotal Customer Value

ProductServicePersonalImage


Product Product

FeaturesPerformanceConformity DurabilityReliabilityReparabilityStyleDesign, ect.


Service Service Ordering easyDeliveryCustomer trainingCustomer consultingMaintenance & Repair Installation GuaranteeAfter sales service, ect.


Personal Personal Visual ImageGestureMovementMilitant Body posture IntimacyCourtesyFacial Expression

CaringObservantMindfulFriendlyObligingResponsivenessTactfulResponsible


Image Image

SymbolMediaAtmosphereEvent


SATISFACTIONSATISFACTION“ is the level of a person’s felt state resulting from comparing a product’s perceived performance in relation to the person’s expectation “

“ is the level of a person’s felt state resulting from comparing a product’s perceived performance in relation to the person’s expectation “


THE LEVEL OF SATISFACTIONTHE LEVEL OF SATISFACTIONTHE LEVEL OF SATISFACTIONTHE LEVEL OF SATISFACTION

BASIC

EXPECTED

DESIREDAMAZING

UNANTICIPATED

SERVICEEXCELLENCE

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Basic marketing

Reactive marketing

Accountable marketing

Proactive marketing

Partnership marketing

Basic marketing

Reactive marketing

Accountable marketing

Proactive marketing

Partnership marketing20/04/23 61Fauzan Asmara & Associates, Inc.

Customer ?Customer ?

Consumer?Consumer?

Why are They so Important to satisfy?

20/04/23 Fauzan Asmara & Associates, Inc. 63

PROFIT TRIANGLEPROFIT TRIANGLEPROFIT TRIANGLEPROFIT TRIANGLE


TOTAL QUALITY MARKETINGTOTAL QUALITY MARKETING Quality must be perceived by

customers Quality must be reflected in every

company activity Quality requires total employee

commitment Quality requires high-quality partner Quality can always be improved Quality improvement sometimes

requires quantum leaps Quality is necessary but may not be

sufficient A quality drive cannot save a poor

product

6620/04/23 Fauzan Asmara & Associates, Inc.

Marketing PlanningMarketing Planning(Group Assignment)(Group Assignment)

Executive summaryCurrent marketing situationThreats and opportunities analysisObjectives and IssuesMarketing strategyAction programsBudgetsControls 20/04/23 67Fauzan Asmara & Associates, Inc.

the blood and the temperament

Documents

fauzan asmara associates

amas marketing defininition

entire business

customer point of view

market leader behaviour

market vs

managerial process

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