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Apr 10, 2023 property of indra setiawan 1
MANAJEMEN PEMASARAN JASA TRANSPORTASI
Bahan Kuliah
SEKOLAH TINGGI MANAJEMEN TRANSPOR TRISAKTIJAKARTA
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MANAJEMEN PEMASARAN JASA TRANSPORTASI BUKU WAJIB:
1.Kotler, Philip and Armstrong, Gary; Marketing Principles 12th; New Jersey, Prentice Hall, 2008.
2.Kotler, Philip and Keller, Kevin Lane; Marketing Management 13th; New Jersey, Prentice Hall, 2009.
3.Mullins, John and Walker Jr., Orville C and Boy Jr., Harper W.; Marketing Management 6th; A Strategic Decision-Making Approach, New York, Mc Graw-Hill, 2008
4.Shaw, Stephen; Airline Marketing & Management; Krieger, Malabar, 2009
BUKU ANJURAN:
1.Cateora R. Philip & Graham L. John; International Marketing; The Mac Graw-Hill, 2007
2.Lovelock, Christopher H and Wright K Lauren; Principles of Service Marketing and Management; Prentice Hall Inc, edisi Indonesia, PT Indeks, 2005.
3.Kotler, Philip et al: Marketing Management; an Asian Perspective, Singapore, Prentice Hall, 2003
4.Quelch, John. et al; Strategic Marketing Cases for 21st Century, Prentice Hall, Singapore, 2000
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MANAJEMEN PEMASARAN JASA TRANSPORTASI
AN OVERVIEW OF MARKETING
“MARKETING IS SO BASIC THAT IT CANNOT BE CONSIDERED A SEPARATE FUNCTION....IT IS THE WHOLE BUSINESS SEEN FROM THE POINT OF ITS FINAL RESULT, THAT IS, FROM THE CUSTOMER’S POINT OF VIEW” (Peter Drucker)
“MARKETING IS HUMAN ACTIVITY DIRECTED AT SATISFYING NEEDS & WANTS THROUGH EXCHANGE PROCESSES” (Philip Kotler)
“MARKETING IS THE MANAGEMENT PROCESS RESPONSIBLE FOR IDENTIFYING, ANTICIPATING AND SATISFYING CUSTOMER REQUIREMENTS PROFITABLY”
(UK Chartered Insitute of Marketing)
PRODUCTION-ORIENTED FIRM:WHAT SHALL WE MAKE? ----------------THE CONSUMER
MARKETING-ORIENTED FIRM:THE CUSTOMER ---------------------------WHAT DOES HE NEED?
MARKETING BEGINS AND ENDS WITH THE CUSTOMER
Marketing is a strategic process; sales is a tactic, a tool
Marketing is about creating demand; sales is getting orders
A service is an activity or a series of activities which take placein interactions with a contact person or physical machine and which provides consumer satisfaction(Lehtinen, 1983).
A service is any activity of benefit that one party can offer toanother that is essentially intangible and does not result in theownership of anything. Its production may or may not be tied to a physical product (Kotler, 1988).
A service is an activity or series of activities of more or less intangiblenature that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or good and/or system of the service provider, which areprovided as solutions to customer problems (Gronroos, 1990).
Service is all economic activities whose output is not a physical product or construction is generally consumed at that time it isproduced, and provides added value in forms (such as convenience,amusement, comfort or health)(Valarie A. Zethaml & Mary Jo Bitner,1996).
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PERAN MARKETING DALAM ORGANISASI PERUSAHAAN
PRODUCTION
SALES
FINANCEPERSONNEL
NO MARKETING FUNCTION
PRODUCTIO
N
MARKETIN
G
FINANCE PERSONNEL
MARKETING AS AN EQUAL FUNCTION
MARKETIN
G
PRODUCTION
FINANCE PERSONNEL
MARKETING AS A MORE IMPORTANT FUNCTION
FINANCE
PRODUCTION
PERSO
NNE
L
MARKETING AS THE MAJOR FUNCTION
MARKETING CUSTOMER
MAR
KETI
NG
PERSO
NNE
L
FINANCE
PRODUCTIO
N
THE CUSTOMER AS THE CONTROLLING FUNCTION
CUSTOMER
MARKETING
MARKETING
PRODUCTION
FINANC
E
PERSO
NNE
L
MA
RK
ETIN
G
MA
RK
ETIN
G
THE CUSTOMER AS THE CONTROLLING FUNCTION, AND MARKETING AS THE INTERACTIVE FUNCTION
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STEPS IN DEFINING A MARKET
TOTAL POPULATION
HAVE A NEED FORTHE GOODS OR
SERVICE?
INTERESTED OR POTENTIALLY INTR
IN BUYING THEGOODS ORSERVICE?
HAVE ENOUGHMONEY?
WILLING TO SPENDIT ON THE GOODS
OR SERVICE?
NO PART OF THE MARKET FOR THE GOODS OR SERVICE
YES
NO
YES
YES
NO NO NO
DEFINITIONOF THE MARKET
YES
STEPS IN STRATEGIC PLANNING
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Defining the company mission
Setting company objectives & goals
Designing the business portfolio
Planning marketing & other functional
strategies
THE MARKETING PROCESS
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Understandingthe marketplace & customer needs
& wants
Design a customer-driven
marketing strategy
Construct an integrated marketing
program that delivers superior
value
Build profitable relationships & createcustomer
delight
Capture value from customers to
create profits & customer equity
5 CORE CUSTOMER & MARKETPLACE CONCEPTS
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1. Needs, wants, demands
2. Marketing offerings (products, services, experiences)
3. Value & satisfaction
4. Exchanges and relationships
5. Markets
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MARKETING MIX: PRODUCT – PRICE – PROMOTION - PLACE
THE CLASSICAL MARKETING MIX:
Product:• Route/Network• Schedules• Type of aircraft• In-flight Service• Lounges• Branding
Price:• Net fares• Discount• Rebates• Premium• Seasonal
Promotion:• Advertising• PR Firm• Internet• Sales Blitz• Trade Fairs
Place:• New CRS• Office hours• Go direct• Agents
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THE SERVICE MARKETING MIX
The Classical
Marketing Mix
The Service
Marketing Mix
Product Promotion
Price Place
+
+
People
Process
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CUSTOMER
COMPETITIONCOMPANY
Technological environment
Economic environment
ETERNAL TRIANGLE OF MARKETING
Political & regulatory environment
Sociocultural environment
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1Kebutuhan Fisik
(makanan, minuman, tempat tinggal)
2Kebutuhan Keamanan
(keamanan, perlindungan)
3
Kebutuhan Sosial
(perasaan diterima sebagai anggota kelompok, dicintai)
4Kebutuhan
Penghargaan(harga diri,
status,pengakuan)
5
Kebutuhan
Aktualisasi Diri
HIERARKI KEBUTUHAN
MASLOW