ASAS PEMASARAN UNTUK USAHAWAN
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Dokumen tersebut membahas konsep pemasaran untuk usaha kecil, termasuk definisi pemasaran, faktor yang mempengaruhi kemampuan perusahaan, jenis produk, harga, promosi, dan saluran distribusi.
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ASAS PEMASARAN UNTUK USAHAWAN
- 1. ASAS PEMASARAN UNTUK USAHAWAN
- 3. Produk dan servis Nilai&kepuasan & kualiti Transaksi &hubungan perniagaan pasar KONSEP PEMASARAN
- 4. PASARAN PEMBELI BAKAL PEMBELI
- 5. PERSEKITARAN PERNIAGAAN syarikat PELANGGAN Org awam pembekal Pesaing Org tengah FAKTOR YG MEMPENGARUHI KEMAMPUAN SYKT
- 16. Ciri-ciri, Objektif, & Strategi Jualan Kos Untung Objektif pemasaran Produk Harga Jualan yang rendah Kos yg tinggi/pelanggan Negatif Mewujudkan kesedaran produk dan percubaan pelanggan Menawarkan produk yg asas Guna Kost-plus Pengedaran Bina pengedaran ekluksif Pengiklanan Bina kesedaran produk dikalang penguna awal dan pembekal
- 17. Peringkat Pertumbuhan dlm KHP Ciri-ciri, Objektif, & Strategi Jualan Kos Untung Objektif Pemasaran Produk Penetapan Harga Jualan meningkat dgn cepat Kos purata/pelanggan Keuntungan meningkat Memaksimum syer pasaran Menawarkan penmbahan produk, servis, jaminan Price to penetrate market Pengedaran Bina pengedaran intensif Pengiklanan Bina kesedaran dan minat produk pada pasaran massa
- 18. Peringkat Kematangan Ciri-ciri, Objektif, & Strategi Jualan Kos Untung Objektif Pemasaran Produk Penetapan Harga Jualan diperingkat puncak Kos rendah/pelanggan Untung yg tinggi Memaksimum untung serta menjaga pasar menambah jenama dan model ba Tetap harga ikut pasaran Pengedaran Bina pengedaran yg sgt intensif Pengiklanan Tuju pembezaan jenama and manaafat produk
- 19. Peringkat Kejatuhan Ciri-ciri, Objektif, & Strategi Jualan Kos Untung Objektif Pemaaran Produk Penetapan Harga Jualan jatuh Kos rendah/pelanggan Untung menurun Kurang perbelanjaan and raih untung sedapat mungkin Keluarkan produk yg lemah Potong harga Pengedaran Kena memilih; tutup outlet yg rugi Pengiklanan Kurangkan pada yg perlu dan jaga pelanggan yg setia
Editor's Notes
- Core Concepts This CTR corresponds to Figure 1-1 on p. 4 and relates to the discussion on pp. 3-10. Also to the CTRs numbers 4 - 8 which follow. Core Concepts Needs. These emerge from a state of felt deprivation. Ask students to distinguish among physical, social, and individual needs. Wants . These are the form taken by human needs as they are shaped by culture and individual experience. Have students provide examples for different wants based upon geographical differences, gender, age, wealth. Link culture to socio-economic standing, education. Demands . These are wants backed by buying power. Discuss such popular items as dream vacations or favorite cars to illustrate the difference between wants and demands. You may want an Acura Legend but drive a Subaru Justy. Introduce the idea that demands are often for a bundle or group of benefits and may address a number of related needs and wants. Products . These are anything offered for sale to satisfy a need or want. Have students discuss an extended view of products to include services and ideas. Discuss the role of value in distinguishing products. Discussion Note: Ask students to identify their product choice set for cars, vacations, dating partners, or college professors. Exchanges . These are the act of obtaining desired objects by offering something in return. Link to barter economies and promises to pay (i.e., credit, checks). Transactions. These are an actual trade of value between at least two parties. Transaction marketing is part of the larger concept of relationship marketing in which parties build long-term, economic ties to enhance quality and customer-delivered value. Markets . These are the set of actual and potential buyers of a product. Markets may be decentralized or centralized. Markets exist wherever something of value is desired, such as in the labor market, the money market, even the donor market - for human “products” such as blood or organs.
- Microenvironmental Forces Suppliers . Suppliers are the firms and persons that provide the resources needed by the company and competitors to produce goods and services. Company . Marketing plans must accommodate the needs of other functional areas of the firm to coordinate product/service delivery effectively (See following CTR and notes. Competitors . Competitors are usually considered those companies also serving a target market with similar products and services, although broader definitions may apply. Publics . Publics consist of any group that perceives itself having an interest in the actions of the firm. Publics can have positive as well as negative influences on the company's objectives. Intermediaries . Intermediaries include various middlemen and distribution firms as well as marketing service agencies and financial institutions. Customers . Customers consist of consumer, industrial, reseller, government, and international markets.
- Introduction. In this stage marketers spend heavily on promotions to inform the target market about the new product's benefits. Low or negative profits may encourage the company to price the product high to help offset expenses. companies can concentrate on skimming strategies to generate high profits now or on penetration strategies to build market share and dominant the market for larger profits once the market stabilizes. Product Life Cycle Strategies Product Life-Cycle Strategies This CTR relates to the material on pp. 289 and 293.
- Product Life-Cycle Strategies This CTR relates to the material on pp. 289-290 and 293. Product Life-Cycle Strategies Growth. In this stage the company experiences both increasing sales and competition. Promotion costs are spread over larger volume and strategic decisions focus on growth strategies. Strategies include adding new features, improving quality, increasing distribution, and entering new market segments.
- Product Life Cycle Strategies Maturity. In this stage the company must manage slower growth over a longer period of time. Strategic decisions made in the growth stage may limit choices now. Marketing managers must proactively seek advantage by either market modification to increase consumption, product modification to attract new users (quality, feature, and style improvements), or marketing mix modification in an attempt to improve competitive position. Product Life-Cycle Strategies This CTR relates to the material on pp. 290-292 and 293.
- Product Life-Cycle Strategies This CTR relates to the material on pp. 292-293. Product Life Cycle Strategies Decline. In this stage the costs of managing the product may eventually exceed profits. Rate of decline is a major factor in setting strategy. Management may maintain the brand as competitors drop out, harvest the brand by reducing costs of support for short term profit increases, or drop the product (divest) altogether.