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Presentation on theme: "DASAR-DASAR PEMASARAN"— Presentation transcript:

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

2 Product, Services, and Strategies
Chapter 9 Product, Services, and Strategies DASAR2 PEMASARAN

3 What is a 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 DASAR2 PEMASARAN

4 What is a 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 DASAR2 PEMASARAN

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

6 Product Classifications Consumer Products
Convenience Products Buy frequently & immediately Low priced Mass advertising Many purchase locations i.e Candy, newspapers Shopping Products Buy less frequently Higher price Fewer purchase locations Comparison shop i.e Clothing, cars, appliances Unsought Products New innovations Products consumers don’t want to think about these products Require much advertising & personal selling i.e Life insurance, blood donation Specialty Products Special purchase efforts High price Unique characteristics Brand identification Few purchase locations i.e Lamborghini, Rolex DASAR2 PEMASARAN

7 Product Classifications Industrial Products
Materials and Parts Capital Items Supplies and Services DASAR2 PEMASARAN

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. DASAR2 PEMASARAN

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

10 Product Attributes Developing a Product or Service Involves Defining the Benefits that it Will Offer Such as: Product Quality Product Features 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 Product’s Style & Function DASAR2 PEMASARAN

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 DASAR2 PEMASARAN

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


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