MINGGU KE IX

1. DASAR-DASAR PEMASARAN MINGGU KE IX 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 DASAR2 PEMASARAN

2. Chapter 9 Product, Services, and Strategies DASAR2 PEMASARAN

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 DASAR2 PEMASARAN

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 DASAR2 PEMASARAN

5. Augmented Product Installation Packaging Features Brand Name Delivery & Credit After- Sale Service Core Benefit or Service Quality Level Design Warranty Core Product Actual Product Levels of Product (Fig. 8.1) DASAR2 PEMASARAN

6. Product ClassificationsConsumer 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 DASAR2 PEMASARAN

7. Product ClassificationsIndustrial Products Materials and Parts Capital Items Supplies and Services DASAR2 PEMASARAN

8. 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. DASAR2 PEMASARAN

9. Individual Product Decisions (Fig. 8.2) Product Attributes Branding Labeling Packaging Product Support Services DASAR2 PEMASARAN

10. Product Quality Ability of a Product to Perform Its Functions; Includes Level & Consistency Product Features Help to Differentiate the Product from Those of the Competition Product Style & Design Process of Designing a Product’s Style & Function Product Attributes Developing a Product or Service Involves Defining the Benefits that it Will Offer Such as: DASAR2 PEMASARAN

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 DASAR2 PEMASARAN

12. Branding Consistency Quality & Value Attributes Identification Advantages of Brand Names Brand Equity High Brand Loyalty Strong Brand Association Perceived Quality Name Awareness DASAR2 PEMASARAN