AN 015 Bab 9.pptx
Transcript of AN 015 Bab 9.pptx
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A 9
PEMASARAN
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KANDUNGAN
9.1 Pengenalan Pemasaran
a) Definisi Pemasaran
b) Kepentingan Pemasaran
c) Aktiviti Pemasaran
9.2 Paduan Pemasaran
d) Definisi Paduan Pemasaran
e) Komponen Paduan Pemasaran
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KANDUNGAN
9.3 Pemasaran asaran
a) Konsep Pemasaran asaran
b) Kepentingan Pasaran asar
c)!angka"#langka" dalam menentukan p
emasaran sasaran
9.$ Gelagat Pengguna
d)Konsep Gelagat Pengguna
e) %enis Pengguna
f) &aktor 'ang (empengaru"i Gelagat Pe
ngguna
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KANDUNGAN
9.) Pen'elidikan Pemasaran
a)Definisib) Kepentingan Pen'elidikan Pemasaran
c) !angka"#langka" Pen'elidikan Pemasa
ran
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9.1 P*NG*NA!AN P*(AA+AN
Denisi Pemasaran
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Konsep Asas dalam Pemasaran
Keperluan meru,uk kepada keperluan manusia 'ang ter"asil se-arasemula ,adi
dalam
diri manusia tetapi ole" dipengaru"i ole" aktiviti pemasaran.
Keperluan tidak dientuk ole" pemasar kerana ia adala"perkara asas
'ang sangat dik
e"endaki agi setiap manusia.
Bila keperluan tidak dapat dipenu"i/ seseorang akan men-ari untuk mendapatkan kep
erluan terseut atau -ua untuk mengurangkan keperluan terseut. Contoh :- Keperluan fsiologi (makanan, minuman, pakaian) Keperluan keselamatan (ubat, tempat tinggal,
kesihatan Keperluan sosial (kasih sayang dan kawan) Keperluan penghargaan diri (perasaan ingin
dihormati, mempunyai reputasi yang baik dan
status dalam masyarakat)
Keperluan pencapaian diri (sesuatu yang dapatmemenuhi hasrat hati)
Maslow’s ierarchy o!"eeds
1. Keperluan
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#a terhasil daripada keperluan asasmanusia dan terbentuk dari persekitaranbudaya atau personaliti seseorangmelalui proses pembela$aran%
Kehendak manusia hampir tiada adnya tetapi ia dibataskan melalui sumber yangdimiliki yang selalunya terhad
!. Keenda"
0Konsep Asas dalam Pemasaran
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&efnisi - Kemahuan atau kesediaan seseorang untukmemiliki'membeli sesuatu barang atau perkhidmatanyang disertai dengan "emampuan untuk memilikinya%
Kehendak dapat ditukar kepada permintaan biladiso"on# ole "emampuan untu" memili"i
umber kemampuan contohnya $an#.
%. Permintaan
0Konsep Asas dalam Pemasaran
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&. Pertu"aran
0Konsep Asas dalam Pemasaran
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'. (rusnia#a
0Konsep Asas dalam Pemasaran
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Kepentin#an Pemasaran
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Kepentin#an Pemasaran
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A"ti*iti Pemasaran
Pen+ualan
Pembelian
Pembiayaan,"e$an#an
Pen#an#"utan
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Penyera#aman,Pia$aian
Kidmat Selepas -ualan
Per#udan#an
Penyelidi"an
A"ti*iti Pemasaran
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Kombinasi * komponen asas merangkumi produk,penentuan harga, promosi dan pengedaran bagimenentukan strategi pemasaran yang akandigunakan oleh sesebuah organisasi%
Pen#edara
Produ"
PromosiPenentuan
ar#a
Denisi Paduan Pemasaran
9.2 PADUAN P*(AA+AN
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Komponen Paduan Pemasaran
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Komponen PaduanPemasaran
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/.% PEN0ENAAN PEMASARANSASARAN
Konsep Pemasaran Sasaran
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Pasaran
PasaranSasar
Kana"2"ana"
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Kepentin#an Pasaran Sasar
Membantu or#anisasi membina strate#i campuran pemasaran yaMenin#"at"an "elebian persain#an or#anisasi 3or#anisasi dapaSe#ala sumber dan usaa dapat ditumpu"an "epada sasaran yaKe+ayaan strate#i pemasaran ber#antun# "epada "ebolean peDapat
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Se#mentasi
an#"a2lan#"a dalamMenentu"an
Pemasaran Sasaran
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Pembaa#ian pasaran yan#besar 3pelba#ai) "epada
pasaran yan# "ecilberdasar"an "eperluan5 ciri
dan "riteria yan# sama.
6u+uannya supayasyari"at lebi senan#memaami "eperluan
dan "eenda"pelan##annya.
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Asas2asas Se#mentasi
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Asas2asas Se#mentasi
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Penyasaran Pasaran
Proses
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+aktor &alam Menilai egmen asaran
Penyasaran Pasaran
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..Penyasaran Pasaran
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Menilai Se#men Pasaran
Sai42 meru+u" "epada besar atau "ecil sesuatu pasaran
1. Sai4 dan Pertumbuan Se#men
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Menilai Se#men Pasaran
Pemasar
!. Potensi Persain#an
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Menilai Se#men Pasaran
Setiap
%. Kesesuaian Den#an 7b+e"tif
Syari"at
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Penyasaran Pasaran
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Memili Se#men Pasaran
1. Pemasaran 6a" 6erbe4a 3(ndi8erentiatedMar"etin#)
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Memili Se#men Pasaran
9irma mena$ar"an produ" dan campuran pemasaran yan# berb
!. Pemasaran 6erbe4a 3Di8erentiatedMar"etin#)
Contoh: Kereta Perodua Kancil , Kenari dan Kelisa menggambarkan
usaha Syarikat Perodua untuk memenuhi keperluan segmen pasaran
yang berbeza, terutama dari segi tingkat pendapatan pengguna
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Menilai Se#men Pasaran
9irma a"an menumpu"an "epada satu se#men saa+a dar
%. Pemasaran 6ertumpu 3:oncentratedMar"etin#)
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Pemposisian Pasaran
(saa meleta"an ime+ produ" yan# +elas5 bai" dan berbe4adalam minda pen##una berbandin# produ" pesain#Pen#i"lanan
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0ela#at Pen##una
/.& 0EA0A6 PEN00(NA
Konsep 0ela#at Pen##una
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-enis2+enis Pen##una
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-enis2+enis Pen##una;ndustri
Pasaran ;ndustri
9 " f " M i
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9a"tor2fa"tor yan# Mempen#arui0ela#at Pen##una
<udayaKelas SosialKelas Sosial<udaya
=Kottler 31//>) menyata"an baa$a #ela#at
pembelian pen##una dipen#arui ole pelba#aifa"tor beri"ut ?
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9a"tor Kebudayaan
1. <udaya
Meru+u" "epada satu set
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9a"tor Kebudayaan
!. Kelas Sosial
Meru+u"
9a"tor Sosial
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9a"tor Sosial
1. Kumpulan Ru+u"an
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9a"tor Sosial
!. Ali Keluar#a
Ali dalam sebua "eluar#a seperti ibu5 bapa dan ana".
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9a"tor Sosial
%. Peranan dan StatusPen##una
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9a"tor Peribadi
1. (mur dan Kitaran ayat Keluar#a 39amily ife:ycle)
(mur 2 Sema"in menin#"at5 sema"in beruba cara pembelian.:onto ? Sebelum ini su"a ma"anan se#era5 tetapi bila umur &@taun5 lebi su"a amal pema"anan seimban#.6aap:onto
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9a"tor Peribadi
!. Kedudu"an
E"onomi
6aap pendapatan atau "edudu"an e"onomi yan#mempen#arui #ela#at pembelian seseoran#.
:onto ?
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9a"tor Peribadi
%. Personaliti
:iri2ciri psi"olo#i yan# menon+ol pada diri seseoran# danseterusnya
:onto?
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9a"tor Peribadi
&. Pe"er+aan
:ora":onto?
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9a"tor Psi"olo#i
1. Moti*asi Diri
Doron#an
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9a"tor Psi"olo#i
!. Persepsi 6eradap
Produ"
;ndi*idu memperole5 memili5 men#elola dan m
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9a"tor Psi"olo#i
%. Pen#alaman
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..9a"tor Psi"olo#i
&. 6aap Kesetiaan
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/.' PENE;D;KAN PEMASARAN
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an#"a2lan#"a Penyelidi"anPemasaran
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an#"a lan#"a Penyelidi"anPemasaran
!. Membina Keran#"a Ka+ian
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an#"a lan#"a Penyelidi"anPemasaran
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Membina Keran#"a Ka+ian
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# # yPemasaran
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# # yPemasaran
'. Menyedia"an aporan danKesimpulanroses menyediakan satu laporan secara bertulis untuk dibentangkan
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erima Kasi"