4&5_aspek Pasar & Pemasaran
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Transcript of 4&5_aspek Pasar & Pemasaran
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ASPEK PASAR & PEMASARAN
-faktor pasar dan pemasaran yangdapat mempengaruhi kelangsungan
sn s yang a an a an an
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PASAR
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Market is corps of people who have :
- Need of product or service (Need)
- Want to satisfaction (Want)
- Money to spend (Money)- Willingness for expense (behavior)
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Pasar Produsen :
Persaingan Sempurna, Monopoli
Konsumen, Industri, Reseller
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Permintaan ;
adalah jumlah barang yang dibutuhkan konsumen yang
mempunyai kebutuhan pada berbagai tingkat harga aya e ;
Efektif ada
Subject ;
Konsumen individu
Pasar kolektif
Penawaran ;adalah berbagai kuantitas barang yang ditawarkan di pasarpada berbagai tingkat harga
Berlakunya hukum Supply and Demand
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TTRENDREND PPROJECTIONSROJECTIONS
Fitting a trend line to historical data points toFitting a trend line to historical data points to-- -- --
Linear trends can be found using the leastLinear trends can be found using the least
squares ec n quesquares ec n que^
where ywhere y = computed value of the variable to be predicted= computed value of the variable to be predicted^ aa = y= y--axis interceptaxis interceptbb = slope of the regression line= slope of the regression linexx = the independent variable= the independent variable
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LLEASTEAST SSQUARESQUARES MMETHODETHOD
Equations to calculate the regression variablesEquations to calculate the regression variables
yy == aa ++ bxbx^
xyxy -- nxynxy
xx22 -- nxnx22
a = ya = y -- bxbx
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USING A TREND LINE
Year Demand
1999 74
electrical power at
N.Y.Edison over the
2000 79 years 1997 2003 isgiven at the left. Find
2002 90 the overall trend.
2004 142
2005 122
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LLEASTEAST SSQUARESQUARES EEXAMPLEXAMPLE
meme ec r ca owerec r ca owerYearYear Period (x)Period (x) DemandDemand xx22 xyxy
19991999 11 7474 11 7474
20002000 22 7979 44 158158
20012001 33 8080 99 240240
20032003 55 105105 2525 52552520042004 66 142142 3636 852852
xx == 2828 yy == 692692 xx22 == 140140 xyxy == 33,,063063
xx == 44 yy == 9898..8686
bb = = == = = 1010..5454xyxy -- nxynxy
xx22 -- nxnx22
33,,063063 -- ((77)()(44)()(9898..8686))
140140 -- 77 4422
aa == yy -- bxbx == 9898..8686 -- 1010..5454((44) =) = 5656..7070
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LLEASTEAST SSQUARESQUARES EEXAMPLEXAMPLE
meme ec r ca owerec r ca owerYearYear Period (x)Period (x) DemandDemand xx22 xyxy
19991999 11 7474 11 7474
20002000 22 7979 44 158158
20012001 33 8080 99 240240The trend line is
20032003 55 105105 2525 52552520042004 66 142142 3636 852852
y = 56.70 + 10.54x^
xx == 2828 yy == 692692 xx22 == 140140 xyxy == 33,,063063
xx == 44 yy == 9898..8686
bb = = == = = 1010..5454xyxy -- nxynxy
xx22 -- nxnx22
33,,063063 -- ((77)()(44)()(9898..8686))
140140 -- 77 4422
aa == yy -- bxbx == 9898..8686 -- 1010..5454((44) =) = 5656..7070
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LLEASTEAST SSQUARESQUARES RREQUIREMENTSEQUIREMENTS
1.1. We always plot the data to insure aWe always plot the data to insure alinear relationshiplinear relationship
..beyond the databasebeyond the database
3.3. Deviations around the least squaresDeviations around the least squares
line are assumed to be randomline are assumed to be random
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PELUANG & PERSAINGAN
Gambaran tentang peluang dan persaingan yang
berada dipasar
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MARKET SHARE
Target yang diharapkan dapat dicapai oleh
perusahaan dalam sebuah persaingan pasar
23%
45%
32%
Swasta Pemerintah Lain-lain
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WHAT IS MARKETING?WHAT IS MARKETING?
Process by which individuals and groups obtain what they needneedand wantwant throu h creatin and exchan in roductsexchan in roducts and valuevaluewith others.
The process by which companies create value for customers and
from customers in return (Kotler & Amstrong 2006).
Marketing is a strategic business discipline that directs theprocess of creating, offering, and changing value from one
.
More simply: Marketing is the delivery of customer satisfactionat a profit.
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CORE MARKETING CONCEPTSCORE MARKETING CONCEPTS
and
Services
Needs, wants,and demands
CoreMarketingConcepts
CoreMarketingConcepts
Value, satisfaction,and quality
Markets
Exchange, transactions,and relationships
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MARKETING STRATEGY
Product
Price
Place Promotion
Distribution
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ar e egmen a on,,
for Competitive Advantage
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STEPS IN SEGMENTATION,
,
6. Develop MarketingMix for Each Target Segment
4. Select Tar et
5. Develop Positioningfor Each Target Segment
Positioning
3. Develop Measuresof Segment Attractiveness
Segment (s) MarketTargeting
1. Identify Bases
2. Develop Profilesof Resulting Segments
Market Segmentationfor Segmenting the Market
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MARKET SEGMENTATION
The process by which customers in markets with
some heterogeneity can be grouped into smaller,more similar or homogeneous segments
McCarthy A re atin rocess clusterin to ether eo le with similar needs into a
relatively homogeneous group of customer who will respond to a marketingmix in a similar way.
Kotler e ac o en y ng, pro ng an v ng a mar e n o a sma er groups
of buyers distinct needs, characteristic or behavior who might requireseparate products and / or marketing mixes.
Kasali Proses mengkotak-kotakkan pasar (yang heterogen) ke dalam kelompok-2
potential customers yang memiliki kesamaan kebutuhan dan ataukesamaan karakter yang memiliki respons yang sama dalammembelan akan uan n a
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BASES FOR SEGMENTING CONSUMER MARKETS
Geographic
,Size, Density, Climate Demographic
Age, Gender, Family size, ,
Occupation, or Income ...
Lifestyle or Personality
Psychographic
Occasions, Benefits,
Behavioral
Uses, or Att itudes
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SEGMENTATION :
TUJUAN
Menguasai posisi yg superior dan kompetitif
ampu men esa n pro u -pro u yang e
memenuhi kebutuhan pasar
e mu a un u mengana sa pasar
Membuka jalan untuk menemukan market niche
Dapat menentukan strategi komunikasi yang lebih
.
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Targeting: The decision about which segment (s) a business
decides to priorities for its sales and marketing efforts
marketers evaluate the attractiveness of each potential
,
decide which of these groups they will try to turn into
customers.
Target market:
customers as a result of segmentation and targeting.
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: The process of creating an image for a product in the mind of
target customers Positioning (Ries & Trout): starts with a product but
positioning is not what you do with a product. Positioning iswhat you do in the mind of the prospect. That is, you position
e pro uc n e m n o e prospec .
the act of designing the companys offering and image tothe act of designing the companys offering and image tooccupy a distinctive place in theoccupy a distinctive place in the thethe target markets mind.target markets mind. --
Adalah pertempuran untuk merebut sebuah kapling di benakkonsumen.