Market, Segments and
Customer Value
•Market and Competitive
Space
•Strategic Marketing
Segmentation
•Strategic Customer
Relationship Management
•Capibilities for Learning
About Markets
Designing Market-driven
Strategies
•Market Targeting and Strategy
Positioning
•Strategy Relationships
•Innovad and New Product
Strategy
Implementating
Managing Market-
Driven Strategy
Market-Driven
Program
Development
MPD
IMMS
STRATEGIC MARKETING PROCESS
Pemasaran pada awal abad 20 berorientasi kepada produksi.
Perusahaan tahu bahwa apa pun yang dapat diproduksi dapat dijual, ketika barang siap pakai sedikit jumlahnya, konsumen bersedia membeli hampir apa saja dengan harga yang masuk akal tanpa memperdulikan atribut atau kualitas produk tersebut.
Namun memahami pelanggan dan mengidentifikasi apa yang menjadi kebutuhan pelanggan tidak pernah terdengar dalam banyak bisnis di awal abad ke 20.
Masih sedikit perhatian diberikan kepada apa yang diinginkan pelanggan
Orientasi pada produksi berlangsung sampai pada tahun 1920-an, ketika para pembuat barang mulai menghadapi persaingan yang makin meningkat, dan sebagai konsekuensinya perusahaan mulai menekankan penjualan sebagai fondasi inisiatif pemasaran mereka
Perusahaan mulai mengambil pandangan pemasaran yang berfokus kepada pelanggan.
Banyak perusahaan yang mulai menyadari apa yang dibutuhkan dan diinginkan oleh pelanggan.
Orientasi ini kemudian dikenal sebagai konsep pemasaran.
Konsep ini didasarkan pada 3 tujuan, yaitu:
1. Orientasi pelanggan,
2. Koordinasi dan integrasi dari semua aktivitas pemasaran,
3. Fokus pada kemampuan organisasi untuk menghasilkan keuntungan jangka panjang
Pandangan baru pemasaran muncul pada tahun 1950-an, yang sebagian besar dimotori oleh industri barang-barang konsumtif cepat jual dan barang-barang dalam kemasan.
Pandangan ini merupakan suatu terobosan dalam pemikiran pemasaran.
Tetapi sekarang, beberapa orang menganggap konsep tersebut sebagai konsep yang sempit.
Ketika fokusnya seolah-olah pada pelanggan dan kebutuhannya, sehingga kebutuhan biasanya diterjemahkan sebagai produk yang baik dengan harga yang baik pula, dan pemasaran dipandang sebagai “sesuatu yang dilakukan kepada orang-orang” dengan memasarkan produk kepada mereka
Pandangan baru pemasaran muncul pada tahun 1950-an, yang sebagian besar dimotori oleh industri barang-barang konsumtif cepat jual dan barang-barang dalam kemasan.
Pandangan ini merupakan suatu terobosan dalam pemikiran pemasaran.
Tetapi sekarang, beberapa orang menganggap konsep tersebut sebagai konsep yang sempit.
Ketika fokusnya seolah-olah pada pelanggan dan kebutuhannya, sehingga kebutuhan biasanya diterjemahkan sebagai produk yang baik dengan harga yang baik pula, dan pemasaran dipandang sebagai “sesuatu yang dilakukan kepada orang-orang” dengan memasarkan produk kepada mereka
Selama 40 tahun berikutnya, konsep pemasaran secara erat dihubungkan dengan 4P dari McCarthy – product, price, promotion dan place (produk, harga, promosi dan tempat).
Implikasi dari pandangan ini adalah jika perusahaan dapat memadukan keempat elemen pemasaran secara tepat, maka perusahaan akan menikmati sukses pemasaran
Nilai dari konsep pemasaran pada awalnya terletak pada fakta bahwa akhirnya konsep pemasaran bertujuan untuk memberi perhatian kepada pelanggan.
Tujuannya adalah apa yang dapat dilakukan oleh perusahaan untuk menarik pelanggan, bahkan hanya menjual sesuatu kepada pelanggan tersebut.
Asumsiinya adalah jika perusahaan dapat membuat produk yang lebih baik, memberi harga murah, dan melakukan promosi secara luas maka sukses pemasaran akan tercipta
Pada akhir tahun 1960-an para tenaga penjual mulai memberi perhatian lebih pada pendekatan yang lebih strategis pada pemasaran.
Dalam tahap perkembangan pemasaran ini di dominasi oleh kemajuan yang pesat didalam pendekatan strategis terhadap segmentasi pasar, produk, dan memposisikan merek, diferensiasi produk yang ditawarkan, dan sungguh-sungguh mengerti apa yang diinginkan dan dibutuhkan pelanggan
Konsep pemasaran yang terefleksi dalam perpaduan 4P dalam pemasaran sangat menonjol dalam pemikiran dan praktik pemasaran sampai pertengahan tahun 1980-an.
Ketika referensi tentang hubungan pelanggan dan membangun hubunganmulai muncul dalam literatur dan menjadi fokus dalam banyak penelitian.
Konsep pemasaran walaupun masih relevan, telah dikembangkan untuk ditambahkan dimensi hubungan
Pada awal abad ke-21 perusahaan menyadari bahwa pelanggan adalah aset jangka panjang bagi sebuah perusahaan.
Perusahaan penting untuk melakukan investasi pada pelanggan untuk mengelola investasi tersebut untuk memastikan bahwa pelanggan tersebut akan kembali berbisnis dengan perusahaan. (Barnes, 2003:12).
Oleh karenanya AMA (American Marketing Association) menambahkan konsep hubungan
Saat ini relationship menjadi topik utama dalam aktivitas bisnis.
Kebanyakan perusahaan, secara financial, bertujuan ingin mendapatkan profit yang maksimal dari hasil operasinya dengan memaksimalkan nilai sahamnya.
Di sisi lain dalam pemasaran, loyalitas pelanggan dan kepuasan pelanggan merupakan tujuan setiap perusahaan.
Peningkatan kualitas atas produk serta layanan yang superior kepada pasar (konsumen) merupakan usaha untuk mewujudkan loyalitas pelanggan terhadap produk dan layanan yang diberikan.
Usaha tersebut tidak terlepas dari adanya perubahan yang terjadi dalam lingkungan bisnis, persaingan yang semakin ketat, kemajuan teknologi, serta perubahan dalam kebutuhan dan keinginan pasar, yang menuntut para pemasar untuk mengubah strategi dan taktiknya dari product-oriented menjadi market-oriented
Perusahaan yang sukses adalah perusahaan yang mampu untuk menjalin relationship jangka panjang dengan pelangganya. Relationship jangka panjang berarti pelanggan yang loyal di mana kebutuhan dan keinginannya terpuaskan.
Tugas pemasar di sini adalah bagaimana untuk tetap mempertahankan pelanggannya agar tetap loyal terhadap
produk atau jasa yang ditawarkan.
Consumer
Marketing
Industrial
Marketing
Non-profit and
societal marketing
Services
Marketing
Relationship
Marketing
The Future of
Marketing?
1950s 1960s 1970s 1980s 1990s 2000s
Sumber: John Egan, 2001, Relationship Marketing: Exploring relationall stragies in marketing, p.5,
Pearson Education Limited, England
Consumer goodsmarketing
Servicesmarketing
NordicSchool ofservice management
Anglo-Australianapproach tointegrating quality, customer service and marketing
Relationshipsin marketing
Relationshipsin marketing
Strategicalliance andpartnershipsresearch
Network approach toindustrial (business tobusiness) marketing
Industrial (business to business)
marketing
Relation ship marketing
RM bertujuan untuk mengidentifikasi dan membentuk, memelihara dan meningkatkan dan, apabila diperlukan mengakhiri suatu hubungan dengan pelanggan dan stakeholders lainnya, pada suatu tingkat laba sehingga sasaran hasil dari semua pihak yang terlibat dapat tercapai; dan hal tersebut dilakukan oleh pertukaran yang saling menguntungkan dan pemenuhan janji.
Relationship marketing focuses on creating NEW and MUTUAL VALUE between you and
your customers on a long-term basis.
Regis McKenna (marketing guru) puts it:"Marketing is not a function, it is a way of doing
business . . . marketing has to be all pervasive, part of everyone's job description, from the receptionist
to the board of directors."
Konsep relationship marketing menjadi kunci utama dalam kegiatan bisnis perusahaan saat ini. Konsep tersebut berkembang dari pandangan tradisional yang memfokuskan pada transactional marketing.
Fokus dari relationship marketing adalah untuk mendapatkan dan mempertahankan konsumen.
Relationship dengan pelanggan yang meningkat berarti memperlakukan mereka dengan baik, meningkatkan layanan inti (core service) perusahaan melalui penambahan nilai, dan yang paling penting adalah memberikan layanan yang sangat dibutuhkan oleh setiap individu (McIlroy & Barnett, 2000).
Pelanggan menjadi inti dari relationship marketing.
Para pemasar perlu mengenal lebih banyak informasi mengenai pelanggan,
siapa mereka?
Apa yang mereka lakukan?
Dan apa yang mereka inginkan?
Database pelanggan dan segmentasi pelanggan diperlukan dalam menerapkan strategi relationship marketing untuk mendapatkan informasi yang lebih mengenai pelanggannya (Chan, 2003).
Relationship marketing merupakan paradigma baru dalam pemasaran di mana Grönroos (1991) menggambarkannya sebagai marketing strategy continuum, dengan maksud untuk menyampaikan produk dan jasa tanpa melalui discrete and causal transaction (pandangan dari traditional marketing) melainkan melalui penyampaian yang berlanjut dalam konteks relationship yang terus-menerus.
Transaction Marketing Relationship Marketing
Fokus hanya pada penjualan tunggal
Orientasi pada karakteristik produk
Skala jangka waktu pendek
Kurang menekankan pelayanan
pelanggan
Komitmen dengan pelanggan yang
terbatas.
Kontak dengan pelanggannya sedang
Kualitas yang diperhatikan terutama
yang berkaitan dengan produksi
Berfokus pada pemeliharaan pelanggan
Orientasi pada product benefit
Skala jangka waktu panjang
Sangat menekankan pelayanan
pelanggan
Komitmen dengan pelanggan tinggi
Kontak dengan pelanggan tinggi
Memperhatikan kualitas secara
menyeluruh
Traditional model*
four P's of marketing mix:
Pricing
Product Management
Promotion
Placement
Current relationship
marketing model:
the 4 C’s
Cost to the
Customer
Customer Solution
Communication
Convenience
*Replace with an alternative model where the focus is on
customers and relationships rather than markets and products.
Relationship
Marketing
Transactional
Marketing
Mutual
Cooperation
Competition
and conflict
Mutual
Cooperation
Mutual
Interdependence
Sumber: Svend Hollensen, 2003, Marketing Management: A Relationship Approach,
p. 11, Prentice Hall, Essex
Lanjutan Tabel 2.1
Category Transactional Marketing Relationship Marketing
Focus Economic transaction.Decision focus on product/brand and 4Ps.
Decision focus on relationships between firms in a network and individuals.
The marketing Environment
Marketing rules are very clear, defined and constantMarket is bound by countries and regions
Marketing rules are relatively clear, defined and constant.Market is relatively bound by network and alliances.The boundaries between firms are blurred, if not completely eroded.
Parties involved A firm and buyers are involved in a general market. Distant and impersonal contact.
Dyadic relationships: sellers, buyers, and other firms. Face-to-face, close interpersonal contacts based on commitment and trust.
Goals Each party’s goals and objectives, while similar, are geared to what is best for them.
Shared goals and objectives ensure common direction.
Managerial intent Transaction/sales volume and creating new customers are considered a successCustomer atraction (to satisfy the customer at a profit)
Keeping the existing customers, retention, is considered to be a success.Satisfy the customer, increase profit, and attain other objectives such as increased loyalty, decreased customer risk, etc.
Production focus Mass production Mass customization
Lanjutan Tabel 2.1
Communication Communications structured and
guardedOpen communication avoids misdirection and bolsters effective working relationships.
Customers Low customer interactivity.Customers are less knowledgeable
and informed
High customer interactivityCustomers are aware and informed.
Their feedback can be immediate.
Competitive advantage/differentiation
The quality of the product is important for differentiation. The marketing mix can be used for the
differentiation.
• of differentiation.
Balance of power/sharing Active seller – less passive buyers.Suspicion and Distrust. Each party wary of the motives and action by t he other.Sharing limited by lack of trust and different objectives. Often opportunistic behaviour.
Seller and buyer mutually active and adaptive (interdependent and reciprocal).Mutual trust forms the basis for strong working relationships.Sharing of business plans and strategies.
Organization/managerial level
Functional marketers (e.g sales manager, product development manager).Marketing is a concern of the marketing department.
Managers from across functions and levels in the firm.Everyone in the organization is a part-time marketer.Specialist marketers (e.g key account
managers)
Formality Formal (yet personalized via technology).
Formal and informal(i.e. at both a business and social level).
Duration Discrete (yet perhaps over time).Short term.
Continuous (ongoing and mutually adaptive, may be short or long-term).
General advantages/disadavantages
Advantage: independence of buyer and seller.Disadavantage: the firm is in a vulnerable situation if a competitor makes better offer to the customer.
Advantage: intimate knowledge of needs and markets ( developed over time), which has been likened to reading the minds of customers.Disadavantage: the firm is in a vulnerable situation if its business supplier (customer) disappears.
Transactional Marketing
Relationship Marketing
Focus Single Sale Customer Retention
Orientation Product Features Product Benefits
Time Scale Short Time Scale Long Time Scale
Customer Service Little Emphasis High Emphasis
Commitment Limited High
Customer Contact Moderate High
Quality Product Quality Total Quality
Sumber: Christopher, Payne and Ballantyn, 1991, Relationship Marketing: Bringing quality,
Customer Service and Marketing Together, Butterworth—Heinemann Ltd, Oxford
Long-term customers tend to be less inclined to switch, and also tend to be less price sensitive.
Long-term customers may initiate free word of mouth promotions and referrals.
Long-term customers are more likely to purchase related products from you.
Regular customers tend to be less expensive to service and tend to be consistent in their purchase habits.
Increased customer loyalty makes employees' jobs easier and more satisfying.
Grönroos (1991) dalam Palmer (1994) yang menggambarkan relationship marketing sebagai suatu marketing strategy continuum yang bertujuan untuk menyampaikan suatu barang dan jasa tidak melalui discrete transactional melainkan melalui penyampaian terus menerus dalam konteks hubungan yang berkesinambungan
Whereas the goal of traditional marketing is customer acquisition, under relationship marketing the focus shifts to creating value
The objective is to create more value through interdependent, collaborative relationships with customers, the outcome is customer retention
Relationship marketing is ongoing, constantly looking for opportunities to generate new value
Retaining customers requires marketers to exhibit care and concern after they have made a purchase
The sale often represents only the beginning of the relationship between the buyer and seller
Directors Shareholders Employees
Distributors
Intermediaries
Customers
PublicFinancial PartnersGovernment
Producers
Suppliers
Sub-contractors Firm
Sumber: Bill Donaldson and Tom O ’Toole, 2002, Strategic Market Relationship:
From Strategy to Implementation, John Wiley & Sons Ltd, England.
Johnson, W. and Weinstein, A. (1999)
Based on a study of Motorola and Lucent Marketing
Managers.
TRUST
COMMITMENT
DEPENDENCEINFORMATION
EXCHANGE
COOPERATION
Transaction-
Based
Relationship
Partnership
Relationship
Transaction
Selling
Relationship
Selling
Low Account
Penetration
High
Account
Penetration
Services that the seller is willing to provide the relationship
Info
rmati
on
, T
ime,
or
Tru
st L
evel
that
the
Bu
yer
is
wil
lin
g t
o i
nves
t in
th
e re
lati
on
ship
Figure 11.3 - Information Sustains a Relationship
Primary
Bond
FINANCIAL LOW
Competitive
Advantage
LOW
SOCIAL MEDIUM MEDIUM
STRUCTURALMEDIUM-HIGHHIGH
Customized
Service
*Source: Berry, L. (1995)
Definition of CRM
CRM is a business strategy that involves selecting and managing customer relationships to optimize the long-term value of a company
Goal of CRM
The goal of CRM is to acquire, grow, and retain the right customer relationships -- those with the best long-term profit potential
(Bob Thompson, founder of CRMGuru.com)
CRM is about collaborating with customers and partners so they receive superior value
Interactions with customers regardless of the sales channel should be constantly managed to optimize the value of those relationships
Effective CRM systems provide a “360 degree” view of the customer, including the frequency, response, and quality of customer interactions
● A good CRM system is capable of describing customer relationships in sufficient detail so that management, salespeople, customer service and even suppliers have direct and real-time access to customer information
● The information gathered should help match customer needs with product/service offerings, remind customers of service requirements, predict future purchases, and alert the company when a customer’s purchase behavior has changed
● A key feature of CRM is sharing the customer experience across the organization and supply chain
CRM BUSINESS DRIVERS
Automation/Productivity/Efficiency
Competitive Advantage
Customer Demands and Requirements
Increased Revenue
Cost or Price Reduction
Speed/Saving Time
Keeping Track of All Aspects of Business
Customer Support
Inventory Control/Resource Management
Better/Expanded Communication
Integration
Customer Satisfaction
Accessibility
ConformityStandardization
33%
22%
15%
14%
10%
9%
7%
7%
6%
6%
6%
6%
4%
4%
0% 5% 10% 15% 20% 25% 30% 35%
Source: AMR Research, 2002
Figure 11.5 Customer Relationship Model
CUSTOMER STRATEGY
• Customer centric
strategy
• Clear value proposition
• Channel bonding
• Dominate the segment (DTS)
• Dominate the cycle (DTC)
• Integrated marketing processes (internal)
• Supply chain network
coordination
MARKETING KNOWLEDGE
• BADI
• Competitors value proposition
• RFM
• Customer Lifetime Value
• Acquisition costs
• Retention Rates
Customer
focused
strategies
drive
marketing
execution
Relationship
Marketing
activities are
coordinated
Customer
experience
is shared
across the
organization
and supply
chain
• Direct Sales
• Web Site
• Call Center
• Customer Service
• Cross-Sell
• Up-Sell
Planning
Analysis
Control
Implementation
Adapted From Levine, S (1998)
“Selling Smart” America‟s Network, Sept. 1, p. 3
Figure 11.5 Customer Relationship Model
Companies should continuously gather critical customer data known as BADI
☛Behaviors (how often and where customers visit)
☛Attitudes (customers satisfaction, service
quality assessments)
☛ Demographics☛Insights (share of market,
share of wallet)
Marketing knowledge forms the basis of a customer strategy by analyzing, planning, implementing, and control – re:
a customer-centric orientation a clearly defined value proposition alignment with key channel partners dominating the segment (focused on a
particular market segment) or cycle (dominate the evolving value proposition aimed a group of customers)
internal and supply chain process integration. the coordination and practice of relationship
marketing activities
Lack of focus
No change management policies
No buy-in
Business unit silos
Complicated procedures
Poor training
Careful planning
Appropriate use of people in the organization
Get supply chain members involved
Using customer-driven processes
Have a sound platform for introducing CRM systems and activities
Customer relationships are improved by
responding to customer needs
Companies who successfully practice relationship marketing have mastered mass customization
In many markets it is not only possible, but imperative to
mass customize for customers
New technology enables efficient customization of products and services, even when the customer base is quite large
More and more companies are utilizing “web alliances” in order to create superior customer
value.
These value webs now represent the“new economy supply chains”
The key to creating superior value in the new economy resides in understanding and leveraging the power of supply chain network relationships
Value is created (or captured) by a firm moving upstream or downstream in the supply chain
A value web can be described as an inchoate network of customers, suppliers, complement-ors, allies and competitors whose services either enhance or drain a firm’s value
These relationships can be vertical or horizontal (or both) and are less enduringthan in traditional supply chains
Unlike conventional supply chains, adding more users to a value web actually creates more, not less value
■ Value webs are optimized to the extent a firm understands its relationship with other actors in the web, how its activities will affect the network and how the other actors will respond
■ True value creation takes place when several organizations in the value web share common technologies and/or intellectual capital
Competitors
Complements
Allies
eBay
Customers
Suppliers
eBay primarily competes for these flows
eBay Value Web
A final key to practicing relationship marketing is to track each relationship
LTV is simply a projection of what customers are worth over a lifetime of doing business with them
Calculating LTV is important because of the impact of retention levels on profitability
Companies successful at practicing relationship marketing look for opportunities to add value through their business relationships, offering new features, services or customized offerings
GM Cadillac
Gateway Computer
Pizza Hut
Proctor & Gamble
Safeway
$ 426,000
$ 25,000
$ 12,400
$ 10,000
$ 4,800
Proof
The top 6% of cellular phone users represent 69% of total usage
The top 6% of the UK cola users represent 60% of all consumption
25% of cars are rented by the top 0.02% of clients
Source: Watt Solutions, Inc., 2002
IkatanKedua belah pihak membentuk suatu kesatuan untuk mencapai tujuan
KepercayaanKeyakinan masing2 pihak untuk menepati janjinya dan tidak akan merugikan
EmpatiUsaha memahami hasrat dan keinginan seseorang
ResiprokalWin-win solution
Relationship marketing merupakan pemasaran yang didasarkan atas interaksi antara berbagai jaringan hubungan yang
terdiri dari 30 hubungan (30 Rs)
Market Relationship Non-Market
Relationship
Classic
R1-R3Special
R4-R17Mega
R18-R23
Nano
R24-R30
Classic market relationships
R1 The classic dyad – the relationship between the supplier and the customer
This is the parent relationship of marketing, the ultimate exchange of value
which constitutes the basis of business
R2 The classic triad – the drama of the customer – supplier – competitor triangle
Competition is centran ingredient of the market economy. In competition there
are relationships between three parties: between the customer and the current
supplier, between the customer and the supplier‟s competitors, and between
competitors.
R3 The classic network – distribution channels
The traditional physical distribution and the modern channel management,
including goods, services, people and information, consists of a network of
relationships.
Special market relationships
R4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs)
Those who work in marketing and sales departments – the FTMs – are
professional relationship makers. All others, who perform other main functions
but yet influence customer relationships directly or indirectly, are PTMs. There
are also contributing FTMs and PTMs outside organization
R5 The service encounter – interaction between the customer and service
provider
Production and delivery of services involve the customer in an interactive
relationship with the service provider, often reffered to as a moment of truth
R6 The many – headed customer and the many-headed supplier
Marketing to other organizations – industrial marketing or business marketing
– often means contacts between many individuals from the supplier‟s and the
customer‟s organization.
R7 The relationship to the customer‟s customer
A condition for success is often the understanding of the customer‟s customer,
and what suppliers can do to help their customers become successful.
R8 The close to the distant relationships
In mass marketing, the closeness to the customer is lost and the relationship
become distant, based on surveys, statistics, and written report.
R11 The customer as ‘member
In order to create a long-term sustaining relationship, it has become increasingly
common to enlist customers as a members of various loyalty programmes
R12 The e-relationship
The electronic relationship, the e-relationship, represented by the internet, email and
mobile telephony, is set against the h-relationship, the human relationship. The
concept of high tech-high touch becomes increasingly more crucial to watch in RM
and CRM.
R13 Parasocial relationships – relationships to brands and objects
Relationships do not only exist with people and objects, but also in the form of mental
images and symbols, such as brand and corporate indentities
R9 The relationship to the dissatisfied customer
The dissatisfied customer perceives a special type of relationship, more intense than
the normal situation, and often badly managed by the provider. The way of handling a
complaint – the recovery – can determine the quality of the future relationship.
R10 The monopoly relationship: the customer or supplier as prisoners
When competition is inhibited, the customer may be at the mercy of the supplier – or
the other way around. One of them becomes prisoner.
Special market relationships (Cont)
R14 The non – commercial relationships
This is a relationship between the public sector and citizens/customers, but it also
includes voluntary organizations and other activities outside of the profit-based and
monetarized economy, such as those performed in families
R15 The green relationship
Environmental and health issues have slowly but gradually increased in importance
and are creating a new type of customer relationship through legislation, the voice of
opinion-leading consumers, changing behaviour of consumers and an extension of
the customer-supplier relationship to encompass a recycling process.
R16 The law- based relationship
A relationship to a customer is sometimes founded primarily on legal contracts and
the threat of litigation.
R17 The criminal network
Organized crime is built on tight and often impermeable networks guided by an illegal
business mission.They exist around the world and are apparently growing but are not
observed in marketing theory. These networks can disturb the functioning of a whole
market or industry.
Special market relationships (Cont)
Mega relationships
R18 Personal and social networks
Personal and social networks often determine business networks. In some cultures,
business is solely conducted between friends and friends to friends
R19 Mega marketing – the real „customer‟ is not always found in the market place
In certain instances, relationships must be sought with governments, legislators,
influential individuals and others, in order to make marketing feasible on an
operational level.
R20 Alliances change the market mechanisms
Alliances mean closer relationships and collaboration between companies. Thus,
competition is partly curbed, but collaboration is necessary to make the market
economy work.
R21 The knowledge relationship
Knowledge can be the most strategic and critical resource and „knowledge
acquisition‟ is often the rationale for alliances
R22 Mega alliances change the basic conditions for marketing
The European Union (EU), or the North American Free Trade Organization
(NAFTA), are examples of alliances above the single company and industry.
They exist on government and supranational levels.
R23 The mass media relationships
The media can be supportive or damaging to marketing and they are
particularly influential in forming public opinion. The relationship to media is
crucial for the way media will handle an issue.
Mega relationships (Cont)
Nano relationships
R24 Market mechanisms are brought inside a company
By introducing profit centers in an organization, a market inside the company is
created and internal as well as external relationships of a new kind emerge.
R25 Internal customer relationships
The dependency between the different tiers and departments in a company is seen
as a process consisting of relationships between internal customers and internal
suppliers
R26 Quality and customer orientation: the relationship between operations
management and marketing
The modern quality concept has built a bridge between design, engineering,
manufacturing, and other technology-based activities and marketing. It considers
the company‟s internal relationships as well as its relationships to the customers.
R27 Internal marketing – relationships with the „employee market‟
Internal marketing can be seen as a part of RM as it gives indirect and necessary
support to the relationships with external customers.
R28 The two – dimensional matrix relationship
Matrices are the simplest form of networks and exist in all large corporations, and
above all they are found in the relationships between product management and
sales
R29 The relationship to external providers of marketing services
External providers reinforce the marketing function by supplying a series of
services, such as those offered by advertising agencies and market research
institutes, but also in the area of sales and distribution.
R30 The owner and financier relationships
Owners and other financiers partly determine the conditions under which a
marketing function can operate. The relationship to them influences the marketing
strategy.
Nano relationships (Cont)
CUSTOMER
RELATIONSHIP
TRANSACTION
PRODUCT COMPETENCE
CRM
TRADITIONAL
MARKETING
No Nama Definisi
1. Petrissans (1999:95) CRM is a new customer-centric business model that reorients firm
operations around customer needs (as opposed to products, resources or
processes) in order to improve customer satisfaction, loyalty and
retentition.
2. Peppers & Rogers
(1999:7)
CRM is the integration of customer focus in marketing, sales, production,
logsistics and accounting,i.e. in all parts of the company‟s operations and
structure
3. Galbreath & Rogers
(1999:162)
The activities a business performs to indentify, qualify, acquire, develop
and retain increasingly loyal and profitable customers by delivering the
right product or service, to the right customer, at the right time and the
right cost.
4. Berry (1983:25) Relationship marketing” sebagai konsep modern pemasaran, yang
didefinisikan sebagai: “Attracting, maintaining and enhancing customer
relationships.
5. Grönroos (1994: 9)
dalam John Egan
(2001:23)
Relationship marketing yaitu: “Identify and establish, maintain and
enhance and, when necessary, terminate relationships with customers
and other stakeholders, at a profit so that the objectives of all parties
involved are met; and this is done by mutual exchange and fulfilment of
promises.
6. Dwyer, Schurr dan
Oh (1987) Dalam
Sheth et.al (2001:5)
RM refers to all marketing activities directed toward establishing,
developing and maintaining successful relationship”. Artinya relationship
marketing mengarah kepada aktivitas pemasaran yang diarahkan untuk
7. Shani dan Chalasalani
(1992) dalam Sheth
et.al (2001:4),
“Relationship Marketing as an integrated effort to identify, maintain, and
build up a network with individual consumers and to continuously
strengthen the network for that mutual benefit of both sides, trough
contacts over a long period of a long time”. Artinya relationship
marketing merupakan usaha yang terintegrasi untuk mengenali,
memelihara, dan membangun kembali sebuah jaringan dengan konsumen
secara individu dan untuk memperkuat jaringan secara berkelanjutan
yang saling menguntungkan untuk kedua belah pihak (perusahaan dan
pelanggan), melalui kontak dalam jangka waktu yang lama.
8. Berry (1995) dalam
Sheth et.al (2001:5)
Di dalam istilah yang lebih luas, juga memiliki pandangan strategis
mengenai CRM. Dia menitikberatkan bahwa menarik pelanggan baru
harus dipandang hanya sebagian tingkat menengah/perantara di dalam
sebuah proses pemasaran. Pengembangan hubungan yang lebih dekat
dengan pelanggan dan menjadikan mereka kepada pelanggan yang loyal
merupakan aspek yang sama penting dari sebuah proses pemasaran.
Lebih lanjut, Berry mengungkapkan bahwa Relationship Marketing
sebagai “menarik, mempertahankan dan -didalam organisasi multi
service-mempertahankan hubungan pelanggan.
9. Phillip Kotler
(2003:13)
Relationship marketing adalah proses menciptakan, mempertahankan,
dan memperkuat nilai hubungan dengan pelanggan dan pihak-pihak
stakeholders.
10. Phillip Kotler
(2004:15)
CRM is the overall process of building and maintaining profitable
customer relationships by delivering superior customer value and
satisfaction.
11. Sheth dan
Parvatiyar
(2001:6)
Customer Relationship Management is a
comprehensive strategy and process of acquiring,
retaining and partnering with selective customers to
create superior value for the company and the
customer.
12. Evert Gummesson
(2002:3)Relationship marketing is marketing based on
interaction within networks of relationships.
13. Evert Gummesson
(2002:3)CRM is the values and strategies of relationship
marketing - with particular emphasis on customer
relationship - turned into pratical application.
14. Syafruddin Chan
(2003:6)Relationship Marketing (RM) dapat didefinisikan
sebagai: “Pengenalan setiap pelanggan secara lebih
dekat dengan menciptakan komunikasi dua arah
dengan mengelola suatu hubungan yang saling
menguntungkan antara pelanggan dan perusahaan”.
No Nama Tujuan CRM
1 Burnett (2001)
Meningkatkan pendapatan dari penjualan
Meningkatkan kemenangan dalam proses penjualan
Meningkatkan hasil dari magir
Meningkatkan derajat kepuasa pelanggan
Mengurangi biaya biaya administrasi penjualan dan pemasaran.
2 Newell (2000)
Mengidentifikasi nilai-nilai pelanggan yang penting terhadap suatu segmen.
Memahami kepentingan relatif dari nilai-nilai terhadap setiap segmen pelanggan.
Menentukan apakah penghantaran nilai mempengaruhi secara positif.
Mengkomunikasikan dan menghantar nilai-nilai yang tepat bagi pelanggan dengan cara yang
diinginkan pelanggan dalam memperoleh informasi
Mengukur hasil dan memperbaiki ROI (return-on-investment)
3 Swift (2001)
Meningkatkan proses komunikasi kepada konsumen yang tepat.
Menyediakan penawaran yang tepat kepada setiap pelanggan.
Menyediakan waktu yang tepat untuk setiap pelanggan
4.Galbreath &
Rogers (1999)
Customization: pelanggan menginginkan layanan yang sesuai atau melebihi kebutuhan pribadi
mereka, perusahaan harus dapat menjawab karakter unik pelanggan dan memenuhi kebutuhan
mereka dengan penawaran yang tepat bagi individu pelanggan yang membelinya.
Hubungan pribadi: perusahaan secara aktif menggunakan umpan balik untuk meningkatkan
hubungan dengan pelanggan.
Layanan purna jual: memperhatikan pelanggan setelah penjualan dengan layanan yang responsif
dan proactive memiliki dampak besar terhadap profitabilitas perusahaan.
5.Kalakota &
Robinson
Menggunakan hubungan dengan pelanggan yang ada untuk meningkatkan pendapatan.
Menggunakan sistem informasi agar dapat memberikan layanan yang excellent.
Mengenalkan saluran proses dan prosedur yang konsisten serta dapat direplikasi.
Setting Realistic
Targets &Assessing
Performance
Maintaining
Dialogue with
Customer
Invest in
People
Measure
customersatisfaction but
manageCustomer
Service
Emphasis on
Quality
Customer
Relationship
Management
Relationship
Based Interfaces
Behavioral
Loyalty
Direct Mail Preferential
Treatment
Interpersonal
Communication
Tangible
Reward
Perceived
Relationship
Invesment
Product
Category
Involvement
Consumer
Relationship
Proneness
Relationship
Quality
Pelangganaquire danpelangganprospektif
Penyampainnilai yang meningkatpada pelanggan
Interaksi denganpelanggan dan pelanggan prospektif
Penyesuaianberdasarkansegmenpelanggan
Mengembangkanproduk, jasa,saluran untuk
memenuhi kebutuhanpelanggan
DeferensiasiBerdasarkankebutuhankarakteristikdan perilakukonsumen
MemahamiKebutuhan
Pelanggan retainyang berharga
CRM
Customer Types/
Program Types
Mass Marketing Distributor Business To Bussines
Types
Continuity Marketing After Marketing
Loyalty Programs
Cross Selling
Continuous
Replinshment
ECR Programs
Special Sourcing
Arrangement
One To One
Marketing
Permission
Marketing
Personalization
Customer Business
Development
Key Account
Global Account
Programs
Partnering/
Co-Marketing
Affinity Partnering
Co Branding
Logistics
Partnering
Joint Marketing
Strategic
Partnering
Co-Design
Co-Development
ONE TO ONE MARKETING
COUNTINITY MARKETING
Ex. Ucapan Ultah, Perkawinan, Hari Raya dll
PATNERING PROGRAM
Ex. Diskon/Potongan Harga pada Outlet2 khusus yang menjadi relasi Perusahaan tsb.