Mts1 mkt 110913

Apr 10, 2023 property of indra setiawan 1

MANAJEMEN PEMASARAN JASA TRANSPORTASI

Bahan Kuliah

SEKOLAH TINGGI MANAJEMEN TRANSPOR TRISAKTIJAKARTA


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


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).


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


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


Defining the company mission

Setting company objectives & goals

Designing the business portfolio

Planning marketing & other functional

strategies

THE MARKETING PROCESS


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


1. Needs, wants, demands

2. Marketing offerings (products, services, experiences)

3. Value & satisfaction

4. Exchanges and relationships

5. Markets


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


THE SERVICE MARKETING MIX

The Classical

Marketing Mix

The Service

Marketing Mix

Product Promotion

Price Place

+

+

People

Process


CUSTOMER

COMPETITIONCOMPANY

Technological environment

Economic environment

ETERNAL TRIANGLE OF MARKETING

Political & regulatory environment

Sociocultural environment



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

Business

Mts1 mkt 110913