Materi Mata Kuliah Marketing Strategy - Repository UNIKAMA
Marketing Strategy
Introduction
Definitions of Marketing
Proses manajemen untuk mengidentifikasi,
mengantisipasi dan memuaskan
kebutuhan pelanggan secara
menguntungkan
Pemasaran adalah proses perencanaan
dan pelaksanaan konsepsi, penetapan
harga, promosi dan distribusi ide, barang
dan jasa untuk menciptakan pertukaran
yang memuaskan individu dan organisasi
tujuan.
Peter F Drucker : pemasaran merupakan orientasi
kepada pelanggan, perusahaan seharusnya
menempatkan pelanggan seabgai hal yang
pertama untuk itu perusahaan harus selalu
berinovasi dalam rangka memberikan nilai terbaik
bagi pelanggan
Drucker’s perspective lacked strategic content in
that it gives emphasis to the organizational
culture, but fails to provide guidance on which
customers to serve and how to serve them.
The essential Requirements of Marketing
The
identification of consumers’ needs (covering
what goods and services are bought, how they are
bought, by whom they are bought, and why they are
bought)
The definition of target market segments (by which
customers are grouped according to common
characteristics – whether demographic, psychological,
geographic, etc.)
The creation of a differential advantage within target
segments by which a distinct competitive position
relative to other companies can be established, and
from which profit flows
Strategic decisions are concerned with seven
principal areas:
1.
They are concerned with the scope of an
organization’s activities.
2.
They relate to the matching of the organization’s
activities with the opportunities of its substantive
environment.
3.
They require the matching of an organization’s
activities with its resources. In order to take
advantage of strategic opportunities it will be
necessary to have funds, capacity, personnel,
etc., available when required.
4.
They have major resource implications for
organizations – such as acquiring additional
capacity, disposing of capacity, or reallocating
resources in a fundamental way.
5. They are influenced by the values and
expectations of those who determine the
organization’s strategy.
6. They will affect the organization’s long-term
direction.
7. They are complex in nature since they tend
to be non-routine and involve a large
number of variables. As a result, their
implications will typically extend throughout
the organization.
Introduction
Definitions of Marketing
Proses manajemen untuk mengidentifikasi,
mengantisipasi dan memuaskan
kebutuhan pelanggan secara
menguntungkan
Pemasaran adalah proses perencanaan
dan pelaksanaan konsepsi, penetapan
harga, promosi dan distribusi ide, barang
dan jasa untuk menciptakan pertukaran
yang memuaskan individu dan organisasi
tujuan.
Peter F Drucker : pemasaran merupakan orientasi
kepada pelanggan, perusahaan seharusnya
menempatkan pelanggan seabgai hal yang
pertama untuk itu perusahaan harus selalu
berinovasi dalam rangka memberikan nilai terbaik
bagi pelanggan
Drucker’s perspective lacked strategic content in
that it gives emphasis to the organizational
culture, but fails to provide guidance on which
customers to serve and how to serve them.
The essential Requirements of Marketing
The
identification of consumers’ needs (covering
what goods and services are bought, how they are
bought, by whom they are bought, and why they are
bought)
The definition of target market segments (by which
customers are grouped according to common
characteristics – whether demographic, psychological,
geographic, etc.)
The creation of a differential advantage within target
segments by which a distinct competitive position
relative to other companies can be established, and
from which profit flows
Strategic decisions are concerned with seven
principal areas:
1.
They are concerned with the scope of an
organization’s activities.
2.
They relate to the matching of the organization’s
activities with the opportunities of its substantive
environment.
3.
They require the matching of an organization’s
activities with its resources. In order to take
advantage of strategic opportunities it will be
necessary to have funds, capacity, personnel,
etc., available when required.
4.
They have major resource implications for
organizations – such as acquiring additional
capacity, disposing of capacity, or reallocating
resources in a fundamental way.
5. They are influenced by the values and
expectations of those who determine the
organization’s strategy.
6. They will affect the organization’s long-term
direction.
7. They are complex in nature since they tend
to be non-routine and involve a large
number of variables. As a result, their
implications will typically extend throughout
the organization.