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DASAR2 PEMASARANMinggu 09 Page 1 MINGGU KE IX DASAR-DASAR PEMASARAN Pokok Bahasan: 1.Tiga tingkatan Produk 2.Klasifikasi Produk Konsumen & Produk Industri.

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Presentation on theme: "DASAR2 PEMASARANMinggu 09 Page 1 MINGGU KE IX DASAR-DASAR PEMASARAN Pokok Bahasan: 1.Tiga tingkatan Produk 2.Klasifikasi Produk Konsumen & Produk Industri."— Presentation transcript:

1 DASAR2 PEMASARANMinggu 09 Page 1 MINGGU KE IX DASAR-DASAR PEMASARAN Pokok Bahasan: 1.Tiga tingkatan Produk 2.Klasifikasi Produk Konsumen & Produk Industri 3.Atribut Produk 4.Brand & Brand Equity Tujuan Instruksional Khusus: 1.Membedakan pengertian produk & jasa (service) 2.Menjelaskan 3 tingkatan produk 3.Membedakan jenis2 produk konsume & produk industri 4.Menjelaskan pentingnya merek bagi sebuah produk 5.Menyebutkan elemen2 rand wquity (ekuitas merek) Referensi: 1.Philip Kotter, Principles of Marketing, Tenth Edition, Armstrong Th 2004, Pearson Pretice Hall, New Jersey 2.M. Taufik Amir, Dinamika Pemasaran, Rajawali Press, 2005

2 DASAR2 PEMASARANMinggu 09 Page 2 Chapter 9 Product, Services, and Strategies

3 DASAR2 PEMASARANMinggu 09 Page 3 What is a Product? Product A Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Includes: Physical Objects Services Events Persons Places Organizations Ideas Combinations of the above

4 DASAR2 PEMASARANMinggu 09 Page 4 What is a Service? Service A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples include: Banking Hotels Tax Preparation Home Repair Services

5 DASAR2 PEMASARANMinggu 09 Page 5 Brand Name Quality Level Packaging Design Features Delivery & Credit Installation Warranty After- Sale Service Core Benefit or Service Core Benefit or Service Actual Product Core Product Augmented Product Levels of Product (Fig. 8.1)

6 DASAR2 PEMASARANMinggu 09 Page 6 Product Classifications Consumer Products Convenience Products Convenience Products Buy frequently & immediately Low priced Mass advertising Many purchase locations i.e Candy, newspapers Shopping Products Shopping Products Buy less frequently Higher price Fewer purchase locations Comparison shop i.e Clothing, cars, appliances Specialty Products Specialty Products Special purchase efforts High price Unique characteristics Brand identification Few purchase locations i.e Lamborghini, Rolex Unsought Products Unsought Products New innovations Products consumers dont want to think about these products Require much advertising & personal selling i.e Life insurance, blood donation

7 DASAR2 PEMASARANMinggu 09 Page 7 Supplies and Services Supplies and Services Materials and Parts Materials and Parts Capital Items Capital Items Product Classifications Industrial Products

8 DASAR2 PEMASARANMinggu 09 Page 8 Product Classifications Other Marketable Entities Activities undertaken to create, maintain, or change the attitudes and behavior toward the following: Organizations - Profit (businesses) and nonprofit (schools and churches). Persons – Politicians, entertainers, sports figures, doctors and lawyers. Places - Business sites and tourism. Ideas (social ideas marketing) – public health campaigns, environmental campaigns, and others such as family planning, or human rights.

9 DASAR2 PEMASARANMinggu 09 Page 9 Individual Product Decisions (Fig. 8.2) Product Attributes Branding Packaging Labeling Product Support Services

10 DASAR2 PEMASARANMinggu 09 Page 10 Product Quality Product Features Product Style & Design Product Style & Design Ability of a Product to Perform Its Functions; Includes Level & Consistency Help to Differentiate the Product from Those of the Competition Process of Designing a Products Style & Function Developing a Product or Service Involves Defining the Benefits that it Will Offer Such as: Product Attributes

11 DASAR2 PEMASARANMinggu 09 Page 11 BRAND A name, term, sign, symbol, or design, or a combination of these, intede to identify the goodsor services of one seller or group of sellers and to differentiate them from those of competitors

12 DASAR2 PEMASARANMinggu 09 Page 12 Advantages of Brand Names Brand Equity Advantages of Brand Names Brand Equity Strong Brand Association Strong Brand Association Attributes Quality & Value Consistency Identification Perceived Quality Name Awareness High Brand Loyalty High Brand Loyalty Branding


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