DASAR2 PEMASARAN Minggu 09 Page 1

MINGGU KE IXMINGGU KE IXDASAR-DASAR PEMASARANDASAR-DASAR PEMASARAN

Pokok Bahasan:1. Tiga tingkatan Produk2. Klasifikasi Produk Konsumen & Produk Industri3. Atribut Produk4. Brand & Brand Equity

Tujuan Instruksional Khusus:1. Membedakan pengertian produk & jasa (service)2. Menjelaskan 3 tingkatan produk3. Membedakan jenis2 produk konsume & produk industri4. Menjelaskan pentingnya merek bagi sebuah produk5. Menyebutkan elemen2 rand wquity (ekuitas merek) Referensi:1. Philip Kotter, “ Principles of Marketing “, Tenth Edition,

Armstrong Th 2004, Pearson Pretice Hall, New Jersey2. M. Taufik Amir, “ Dinamika Pemasaran “, Rajawali Press,

2005

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Chapter 9Product, Services, and

Strategies

S e k o l a h T i n g g i I l m u E k o n o m i

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What is a Product?A ProductProduct 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

S e k o l a h T i n g g i I l m u E k o n o m i

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What is a Service?

A ServiceService 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

S e k o l a h T i n g g i I l m u E k o n o m i

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BrandName

QualityLevel

Packaging

Design

Features

Delivery& Credit

Installation

Warranty

After-Sale

Service

CoreBenefit or

Service

CoreBenefit or

Service

Actual ProductActual Product Core ProductCore Product

Augmented ProductAugmented Product

Levels of Product (Fig. 8.1)

S e k o l a h T i n g g i I l m u E k o n o m i

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Product ClassificationsConsumer Products

• Convenience ProductsConvenience Products Buy frequently &

immediately Low priced Mass advertising Many purchase

locations i.e Candy, newspapers

• Shopping ProductsShopping Products Buy less frequently Higher price Fewer purchase

locations Comparison shop i.e Clothing, cars,

appliances

• Specialty ProductsSpecialty Products Special purchase

efforts High price Unique characteristics Brand identification Few purchase

locations i.e Lamborghini, Rolex

• Unsought ProductsUnsought Products New innovations Products consumers

don’t want to think about

these products Require much

advertising & personal selling

i.e Life insurance, blood donation

S e k o l a h T i n g g i I l m u E k o n o m i

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Suppliesand

Services

Suppliesand

Services

Materialsand PartsMaterialsand Parts

CapitalItems

CapitalItems

Product ClassificationsIndustrial Products

S e k o l a h T i n g g i I l m u E k o n o m i

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Product ClassificationsOther 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.

S e k o l a h T i n g g i I l m u E k o n o m i

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Individual Product Decisions (Fig. 8.2)

Product Attributes

Branding

Packaging

Labeling

Product Support Services

S e k o l a h T i n g g i I l m u E k o n o m i

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Product Quality Product Quality

Product FeaturesProduct Features

Product Style & Design

Product Style & Design

Ability of a Product to Perform Its Functions;

Includes Level & Consistency

Ability of a Product to Perform Its Functions;

Includes Level & Consistency

Help to Differentiate the Product from Those of the

Competition

Help to Differentiate the Product from Those of the

Competition

Process of Designing a Product’s Style & Function

Process of Designing a Product’s Style & Function

Developing a Product or Service Involves Defining the Benefits that it Will Offer Such as:

Product Attributes

Design over perf ormance:

The iMac has less f eatures than many computers, but its untraditional design grabbed it a number two spot on the best-selling computer list only a month af ter its introduction.

Click to return.

S e k o l a h T i n g g i I l m u E k o n o m i

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BRANBRANDD

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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Advantagesof

Brand Names

BrandEquity

Advantagesof

Brand Names

BrandEquity Strong Brand

Association

Strong Brand Association

AttributesAttributes

Quality & ValueQuality & ValueConsistencyConsistency

IdentificationIdentification

Perceived QualityPerceived QualityName AwarenessName Awareness

High Brand Loyalty

High Brand Loyalty

Branding

S e k o l a h T i n g g i I l m u E k o n o m i