1. DASAR-DASAR PEMASARAN
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
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2. Product, Services, and Strategies
Chapter 9
Product, Services, and Strategies
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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
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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
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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
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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
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7. Product Classifications Industrial Products
Materials
and Parts
Capital
Items
Supplies
and
Services
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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.
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9. Individual Product Decisions (Fig. 8.2)
Product Attributes
Branding
Labeling
Packaging
Product Support Services
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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
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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
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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
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