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Chapter 15 Designing Pricing Strategies and Programs
Marketing Management Tenth Edition Philip Kotler
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Harga: Jumlah uang yang ditagihkan untuk suatu produk atau jasa, jumlah nilai yang dipertukarkan konsumen untuk manfaat memiliki atau menggunakan produk / jasa
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Setting Pricing Policy
1. Selecting the pricing objective 2. Determining demand 3. Estimating costs 4. Analyzing competitors’ costs, prices, and offers 5. Selecting a pricing method 6. Selecting final price
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Sum of the Fixed and Variable Costs for a Given
Types of Costs Fixed Costs (Overhead) Costs that don’t vary with sales or production levels. Executive Salaries Rent Variable Costs Costs that do vary directly with the level of production. Raw materials Total Costs Sum of the Fixed and Variable Costs for a Given Level of Production
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The Three C’s Model for Price Setting
Low Price No possible profit at this price High Price No possible demand at this price Costs Competitors’ prices and prices of substitutes Customers’ assessment of unique product features
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Penetapan pricing method
Penetapan harga secara umum berdasarkan Biaya (cost plus dan titik impas) Nilai Persaingan
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Beberapa startegi penetapan harga
Strategi penetapan harga produk baru Untuk meraup pasar (skimming price) Untuk peneterasi pasar (peneteration price) Strategi penetapan harga bauran produk Strategi penyesuaian harga
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Price-Reaction Program for Meeting a Competitor’s Price Cut
No Hold our price at present level; continue to watch competitor’s price Has competitor cut his price? No No Is the price likely to significantly hurt our sales? Yes Is it likely to be a permanent price cut? Yes How much has his price been cut? Yes By less than 2% Include a cents-off coupon for the next purchase By 2-4% Drop price by half of the competitor’s price cut By more than 4% Drop price to competitor’s price
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Managing Marketing Channels
Chapter 16 Selecting and Managing Marketing Channels Marketing Management Tenth Edition Philip Kotler
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Saluran distribusi : Suatu perangkat organisasi yang saling tergantung dalam menyediakan satu produk atau jasa untuk digunakan atau dikonsumsi oleh konsumen atau pengguna bisnis
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How a Distributor Reduces the Number of Channel Transactions
A. Number of contacts without a distributor M x C = 3 X 3 = 9 1 3 2 4 5 6 7 8 9 = Manufacturer = Customer
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How a Distributor Reduces the Number of Channel Transactions
B. Number of contacts with a distributor M x C = = 6 Store 1 2 3 4 5 6 = Manufacturer = Distributor = Customer
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Distribution Channel Functions
Information Transfer Communication Payments Negotiation Physical Distribution Ordering Risk Taking Financing
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Consumer Marketing Channels
Manufacturer 0-level channel Consumer 1-level channel Manufacturer Retailer Consumer Mfg 2-level channel Wholesaler Retailer Consumer Mfg 3-level channel Wholesaler Jobber Retailer Consumer
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Conventional Distribution Channel vs. Vertical Marketing Systems
Manufacturer Manufacturer Wholesaler Wholesaler Retailer Retailer Consumer Consumer
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Chapter 17 Managing Retailing, Wholesaling, and Market Logistics
Marketing Management Tenth Edition Philip Kotler
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Retailing : Semua aktivitas yg dilakukan untuk menjual barang atau jasa langsung kepada konsumen akhir bagi pengguan pribadi dan bukan untuk bisnis
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Four Levels of Retail Service
Self-service Self-selection Limited-service Full-service
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Classification Of Retailer Types
Store Type Length and Breadth of Product Assortment Specialty Stores Narrow Product Line, Deep Assortment ex: toko bunga Department Stores Wide Variety of Product Lines i.e. Clothing, Home Furnishings & Household ex: metro Supermarkets Wide Variety of Food, Laundry, & Household Products ex: super indo Convenience Stores Limited Line of High-Turnover Convenience Goods ex: circle K Discount Stores Broad Product Line, Low Margin, High Volume ex: makro Off-Price Retailer Inexpensive, Overruns, Irregulars, and Leftover Goods ex: factory outlet Superstores Large Assortment of Routinely Purchased Food & Nonfood Products, Services ex: giant
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Ex: mesin penjual rokok
Types of NonStore Retailing Direct Selling Ex: door to door Direct Marketing Ex:by phone NonStore Retailing Accounts for More Than 12% of All Consumer Purchases, and is trending up. Automatic Vending Ex: mesin penjual rokok Buying Services
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Wholesaling : Semua aktivitas yang dilakukan dalam menjual brg dan jasa kpd mereka yg membeli untuk dijual lagi atau digunkan dlm bisnis
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Why are Wholesalers Used?
Management Services & Advice Selling and Promoting Wholesaler Functions Market Information Buying and Assortment Building Risk Bearing Bulk Breaking Financing Warehousing Transporting
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Designing and Managing
Chapter 18 Designing and Managing Integrated Marketing Communications Marketing Management Tenth Edition Philip Kotler
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Effective Communications
Step 1. Identifying the Target Audience Effective Communications Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase
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Step 3. Designing the Message
Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity
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Step 4. Select Communications Channel Step 5. Establish the Budget
Personal Communication Channels Nonpersonal Communication Channels
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Step 6. Decide on Communications Mix
Advertising Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Personal Selling Public Relations Protect and/or Promote Company’s Image/products. Personal Presentations. Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response.
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Step 8. Manage the IMC Process
Step 7. Measure Results Step 8. Manage the IMC Process
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Chapter 19 Managing Advertising, Sales Promotion and Public Relations
Marketing Management Tenth Edition Philip Kotler
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Periklanan: Segala bentuk penyajian bukan pribadi dan promosi tentang gagasan, barang atau jasa yang dibayar oleh sponsor tertentu
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Advertising Objectives
Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Reminder Advertising Keeps Consumers Thinking About a Product.
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Profiles of Major Media Types
Newspapers Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; poor reproduction quality; small pass-along audience Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity Direct Mail Advantages: Audience selectivity; flexibility, no ad compe- tition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image
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Profiles of Major Media Types
Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences Magazines Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations
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Advertising Strategy Message Execution
Testimonial Evidence Slice of Life Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. Lifestyle Typical Message Execution Styles Scientific Evidence Fantasy Technical Expertise Mood or Image Personality Symbol Musical
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Why the increase in Sales Promotion?
Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter Retailer - scanner data, industry consolidation -MFGs want to break through Loyalty & Sensitivity & proliferation - we did that Frag - more media, more targeted Short-term&Account - US Business, stock mkt, not BE
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Channels of Sales Promotions
MANUFACTURER CONSUMER Consumer Promotions RETAILER Trade Promotions Push Pull Retail Promotions
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Consumer Promotion Consumer-Promotion Objectives
Consumer-Promotion Tools Entice Consumers to Try a New Product Point-of-Purchase Displays Premiums Price Packs Cash Refunds Coupons Samples Patronage Rewards Games Sweepstakes Contests Advertising Specialties Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building
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Trade Promotions Trade-Promotion Tools Trade-Promotion Objectives
Specialty Advertising Items Contests Free Goods Buy-Back Guarantees Allowances Price-Offs Patronage Rewards Push Money Discounts Premiums Displays Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers
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Business-to-Business Promotion
Business-Promotion Objectives Business-Promotion Tools Generate Business Leads Conventions Trade Shows Sales Contests Stimulate Purchases Reward Customers Motivate Salespeople
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Major Public Relations Tools
Web Site News Public Service Activities Speeches Corporate Identity Materials Father of PR was Edward Bernays, turns out he was Freud’s nephew! Value of some good brand publicity/movie placements: SPECIAL EVENTS: Reeses Pieces sales jumped 85% after E.T. Mumford High sold $1M in school shirts after Beverly Hills Cop CA. Raisin Board paid $25K for bus-stop sign and raisin eating scene in Back to the future. Coke and Pepsi scout out roles full time. Special Events Audiovisual Materials Written Materials
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