Modul Kewrausahaan B. Inggris

Module

VISI CERDAS DAN

INOVATIV

1

Oleh

Drs. Abdul Fattah

SMK NEGERI 1 MEMPAWAH HILIR TAHUN 2009

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MARKETING of GOODS AND SERVICE

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MARKETING UNDERSTANDING Philip Kotler

With refer to activity of man addressed to make fluent and makes perfect exchanges DW. Foster

a successive sistimatic process from planning, exercise, and observation of business W.J Stanton

One systems overall of from activitys of business addressed to plan 1

Cognition of Marketing strategy • Be an action of adjustment to perform [a] reaction to certain area • Activity formulates businesss performed within pemasran of goods during which will come to reach purpose of • a way or technique to apply marketing system which will be executed executed [by] 1

THE IMPORTANCE OF CORPORATE STRATEGY

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MARKETING STRATEGY BOTTOM • What its(the production engineering • What goods price change in • What its(the distribusin channel • What analyst SWOT from company • What its(the SDM 1

Marketing strategy Concept Product will which be marketed

Who markets it What marketing 1

Marketing strategy Usefulness • Gives a basis fundamental for function of other business. • Becomes measuring instrument which will be reached in marketing • Eliminates work that is is productive not • Assists marketing activity

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Marketing strategy role For entrepreneurs • Motivates thinking is far to the fore • Coordinates directional and better marketing activity • Formulates purpose of which wish to be reached • Formulates policy 1

PURPOSE OF MARKETING STRATEGY • Brings towards improvement of coordination in marketing • Specifies achievement standard to measure result of marketing • Gives logical bottom to take decision • Increases ability to face alterations in marketing • Gives approach which tratur to towards business is bringing improvement of coordination in marketing • Specifies achievement standard to measure result of marketing • Gives logical bottom to take decision • Increases ability to face alterations in marketing 1 • Gives approach which tratur to business

Kinds Of Strategies Strategic Marketing ( Marketing mix )

4P PRODUCT PRICE PLACE 1

PROMOTION

Corporate strategy • Area resource analysis startegi product benchmark • Situation analysis : market and market segmentation measurement of market rentability • Corporate strategy pegging : penentrasi market product development market expansion diversification 1

Corporate strategy Type Company devisi the line of produk 1

product brand

STRATEGY TYPE MARKETING

Entirety Long-range Annual 1

Cara pendekatan dalam menyusun strategi pemasaran Tahunan Extrpolative planning

Optimization planning

Goal planning 1

PROCESS OF MARKETING STRATEGY • • • • • • • •

Making analysis of strategy Pemaaran Analysis SWOT in Marketing Compilation of Marketing program Determination of purpose of marketing strategy Marketing Applying Pegging of target of Marketing Compilation of Marketing strategy Compilation of Marketing budget 1

DETERMINES MARKET SEGMENT 1

IS THAT MARKET SEGMENT DIVIDES MARKET THAT IS INITIALY HAS DEMAND HETEROGENEOUS BECOMES DEMAND HOMOGENEOUS 1

PURPOSE OFMARKET SEGMENTATION • • • • • •

Reachs position of strong yg in sale Increases income expected Facilitates market analysis exercise That company can differentiate its(the market That company can give service satisfying. That product marketing which is made more effectively and efesien 1

BENEFIT SIGMENTASI MARKET • Will stay in position of better yg • Will be able to determine from comparing various market opportunities • Will be able to group its(the budget is correctly • Will be able to apply marketing idea in explains. • Will be able to arrange its(the product is better • Will be able to create fascination in marketing area . 1

Clauses Market segmentation MUST BE ENFORCEABLE ( ACTIONABLE ) MUST EARN IN MEASURE ( MEASURABLE )

MUST INCLUDE;COVER WIDE ( SUBSTANSIAL )

MUST BE REACHABLE ( ACCESSIBLE ) 1

ELEMENTARY MARKET

SEGMENTATION DEMOGRAPHY FACTOR PRODUCTION FACTOR SOSIOLOGIS FACTOR PSYCHOLOGICAL FACTOR

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GEOGRAFI FACTOR

COGNITION MARKETING MIX • Rapp & Colin It is a marketing strategy yg emphasizes how to sell possible selective product based on data obtained collected [by] and either through computerization process and also data collected based on customer to process sale to go well

• D.W. Foster a jargon depicting all element of marketing and factors of production mobilized to reach purpose of business body 1

USEFULNESS MARKETING MIX That company can make planning below(under one wise Ke linesThat company can make planning below(under one wise Ke lines

BENEFIT STUDIES MARKETING MIX what particular combination matching with requirement of company in making program 1

FACTORS IS INFLUENCING MARKETING MIX

COMPONENT COMBINATION

PRODUCT SALE SHELF DISTRIBUTION PROMOTION 1

PRICE GAZEPRICE GAZE PURPOSE OFPURPOSE OF

• • • • •

To obtain maximum income To exploit gain To promote product To reach gain targeted. To reach result of sale acceptance? receiving of maximum • To get share market 1

Fixation targetFixation target Orients at income Purpose of - Reachs target of investment - Reachs target of income inves

Orients at sale Purpose of - Increases product sale - Maintains market share

Orients at status Purpose 1

- Pursues emulation - Stabilizes price

SQUANDERING MARKET 1. It is a strategy run a business to A

increase sale to available goods passed businesss in the field of marketing 2. Aim to increase position of

company relating to product and market is being served company 1

ORM - FORM OF SQUANDER MARKET Consumer stimulus Influences consumer

esting of which is not cons 1

RKET SQUANDERING STRAT • Rapid skimming ( A stiff price, high promotion ) • Slow skimming ( A stiff price, low promotion ) • Rapid penetration ( Low price of high promotion ) • Slow penetration (Low price of low promotion 1

Strategic dealer office location problem • • • •

Factors influencing strategic dealer office four p’s : Goods pattern yg is provided [by] Service Goods delivery Transportation amenity

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continuation Audition benefit of dealer office strategic ; • Very profits • Can gratify cutomer?client • Existence of amenity in having business • Makes product marketing fluent • 1

continuation Applying size of strategic dealer office four p’s : • Can guarantee continuity of company life • Can guarantee satisfaction of requirement of konsomen • Can guarantee company security and safety from at konsomen • Tranportasi easy to in earning and cheap relative fare 1

continuation

Place wanted by company – Its(the situation is strategic – Transportation easy to – Close to konsomen – Good enough konsomen chartered investment counsel social – Close to market – Expense of cheap transportation – Existence of local government facility – Consumer buying power enough potential 1

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ECT SALES PROMOTION T Door to door Shares Present

RaceRace

Fair or exhibiti 1

Product sale method Directly to consumer

onsumer comes direct to place of sal

Applies seller machine Delivery according to resting order

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Door to door

Personal Selling

Advertensi

Sales promotion 1

Publicity

ADVERTENSI Philip Kotler It is form of communication non personal executed through medium and paid [by] sponsor that is clear 1

Function Of Advetensi • As a means of information introduces new product • Product extension assistant • Increases product sale • Multiplies cutomer?client • subvention of Program personal selling • Forms company good name • Assists sales dlm product sale • Extends commercial relation • Promotes company product brand • Gives description about product • Reachs konsomen which cannot be visited 1 salesgirl

Kinds of advertensi 1

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Based on medium type applied • Advertensi print • Advertensi electronic • Transit advertising • Direct consignment • Special advertensi • Outdoors advertensi

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Based on in character

• Public peresentasi • Penetration • Wide meaningful • Not personal

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3 • • • • • 1

Based on purpose and its use

Advertensi product Direct advertensi Indirect advertensi National Advertensi Local Advertensi

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Based on institution

Public service Public realtion Patronage 1

Stages;steps compiles advertensi • • • • • • • •

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Specifies purposes and objectives Determines who'll to apply product Determines its(the place Specifies words and picture Chooses medium which will be applied Provides fund required Executes observation Controls exercise advertensi

Kinds of media advertensi Radio Newspaper Special magazine Television Common magazine 1

Presentation clauses of medium edvertensi Must can generate attention of Consumer

Must earn draws consumer

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Must can generate Desire will buy

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Factor determining level of expense of advertensi •

Company policy - Product which its(the brand have been famous - Product which its(the brand has not have been famous Level and product type which is made company

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