Manajemen Pemasaran Jasa
Tujuan Perusahaan Profit Pangsa Pasar Spesifik Mempertahankan Eksistensi Tingkat Penjualan
Tingkat Pertumbuhan Pelayanan Sosial, dsb
Pencapaian Tujuan Organisasi
Penciptaan Kepuasan Pelanggan
Pemenuhan Kebutuhan dan Keinginan
Permintaan Produsen
Produk
Konsumen
Penawaran Kompetensi & Kapasitas Produktif
Daya Beli dan Kesediaan untuk Membeli
Anything that can be offered to a market to satisfy a want or need (kotler & Keller) Terdiri dari: barang, jasa, gagasan, tempat, orang,
organisasi, informasi, properti, kombinasinya.
12-5
Penawaran Ekonomik
Komoditas
Barang
Jasa
Pengalaman
Transformasi
Perekonomian
Agraris
Industri
Jasa
Pengalaman
Transformasi
Fungsi Ekonomi
Extract
Make
Deliver
Stage
Guide
Karakteristik Penawaran
Fungible
Tangible
Intangible
Memorable
Effectual
Atribut Kunci
Natural
Baku
Custumized
Personal
Individual
Metode Penawaran
Disimpan Disimpan stlh dlm Jlh Besar produksi
Diberikan sesuai permintaan
Dirasakan selama durasi tertentu
Dipertahankan kontinyu sepanjang waktu
Penjual
Trader
Manufacturer
Provider
Stager
Elicitor
Pembeli
Market
Customer
Client
Guest
Aspirant
Faktor yang dicari
Karakteristik
Fitur
Manfaat
Sensasi
Sifat (Traits)
13-7
Any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product.
13-8
Private nonprofit
Government
Business
Retail Manufacturing
13-9
Who or What is the Direct Recipient of the Service? DIRECTED AT PEOPLE
What is the Nature of the Service Act? TANGIBLE ACTS
INTANGIBLE ACTS
People Processing e.g., airlines, hospitals, hotels, restaurants, haircutting, fitness centers
Mental Stimulus Processing e.g., broadcasting, consulting, education, psychotherapy
DIRECTED AT POSSESSIONS
Possession Processing e.g., freight, repair, cleaning, landscaping, retailing, recycling
Information Processing e.g., accounting, banking, insurance, legal, research 10
Pure tangible good Good w/ accompanying services Hybrid
Service w/ accompanying goods Pure service 13-11
13-12
Equipment-based or people-based Service processes Client’s presence required or not Personal needs or business needs Objectives and ownership
13-13
Intangibility
Inseparability
Variability
Perishability
13-14
The Service Product
15
Distribution Price
Vehicle
Service frequency
Transport Pre- and post-flight service
In-flight service
Food and drink
KEY
Tangible elements Intangible elements Marketing Positioning (Weighted toward evidence)
Source: Shostack 16
Most firms offer customers a package of benefits: core product (a good or a service) supplementary services that add value to the core
In mature industries, core products often become commodities Supplementary services help to differentiate core products and create competitive advantage by:
facilitating use of the core service enhancing the value and appeal of the core 17
Information Consultation
Payment Billing
Core
Exceptions
Order-Taking Hospitality
KEY:
Facilitating Enhancing
Safekeeping 18
Core
Customers often require information about how to obtain and use a product or service. They may also need reminders and documentation
19
Core
Many goods and services must be ordered or reserved in advance. Customers need to know what is available and may want to secure commitment to delivery
20
Core
“How much do I owe you?” Customers deserve clear, accurate and intelligible bills and statements
21
Core
Customers may pay faster and more cheerfully if you make transactions simple and convenient for them
22
Core
Value can be added to goods and services by offering advice and consultation that are tailored to each customer’s needs and situation
23
Core
Customers who invest time and effort in visiting a business and using its services deserve to be treated as welcome guests (after all, marketing invited them there!)
24
Core
Customers prefer not to worry about looking after the personal possessions that they bring with them to a service site; they also expect firms to help care for the goods that they purchase or rent.
25
Core
Customers appreciate some flexibility in a business when they make special requests. They expect it when not everything goes according to plan
26
Fast-Food Restaurant (Eat In) Drive-In Restaurant (Take Out)
See sign
Park and enter
Order meal, and pay
Pick up meal
Find table and eat
See sign
Stop car at order point
Order via microphone
Get meal at pickup, pay
Home Delivery
Telephone Restaurant
Order food, give address
Driver rings doorbell
Pay driver, take food
Eat
Home Catering
Arrange to meet caterer
Plan meal, pay deposit
Food and staff arrive
Meal is prepared and served
Eat
Clear table and leave
Drive away, eat in car
Staff cleans up; pay
27
Unsur Fisik – Facilitating goods & Support goods, misalnya: menu makanan di restoran, film di bioskop Manfaat Sensual (Sensual Benefits) – Manfaat yang berkaitan dng panca indera, misalnya aroma dan rasa makan di restoran Manfaat psikologis – tidak dapat didefinisikan dengan jelas, sifatnya subyektif
Core Product Tangible
Priority baggage Menu Hidangan Safety Record Schedule
Time Critical Transport
Tur
Alokasi Tempat Duduk Paket liburan
Augmented
Substantive Service atau Service Concept Essential bagi konsumen Bentuk bisa barang/jasa
Memerlukan Common View atau Perceptual Congruence
Kombinasi produk yang bersifat nyata dan tidak nyata Semakin intangible produk yang ditawarkan, maka semakin besar bukti fisik yang dibutuhkan Manajemen bukti fisik penting dalam pemasaran jasa Ada kondisi dimana jasa sekundder tidak disediakan oleh penyedia jasa, melainkan oleh pelanggan itu sendiri
Fitur Styling Kemasan Merek Bukti Fisik Penyampaian Jasa Proses SDM Kualitas
Contoh?
Mudah dievaluasi DOMINAN BERUPA BARANG
DOMINAN BERUPA JASA
Pakaian Permata Mebel Rumah Mobil Hidangan Restoran Paket Liburan Potong Rambut Child Care Reparasi TV Jasa Hukum Terusan/Kanal Repasarasi Mobil Diagnosis Medis
Credence Quality Sangat Penting
Experience Quality Sangat Penting
Search Quality Sangat Penting
Sukar Dievaluasi Evaluasi Konsumen terhadap Jasa
9-35
A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
9-36
9-37
Excels at delivering desired benefits Stays relevant Priced to meet perceptions of value Positioned properly Communicates consistent brand messages
Well-designed brand hierarchy Uses multiple marketing activities Understands consumerbrand relationship Supported by organization Monitors sources of brand equity
Identify the maker Simplify product handling Organize accounting Offer legal protection
9-38
Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
9-39
Endowing products and services with the power of a brand.
9-40
Attribute Brand --- Ford Mobil Amerika Aspirational Brand --- Rolex Experience Brand --- Nike – Just do it
Presented Brand Perusahaan
Brand Awareness
Brand Equity
Komunikasi Merek Eksternal Pengalaman Pelanggan
Brand Meaning
The differential effect that brand knowledge has on consumer response to the marketing of that brand.
9-43
Thoughts
Feelings
Knowledge
Images
Beliefs Experiences 9-44
Strong Unique Favorable 9-45
Improved perceptions of product performance Greater loyalty Less vulnerable to competition Less vulnerable to crises Larger margins Inelastic consumer response to price increases
9-46
Elastic consumer response to price decreases Greater trade cooperation Increase in effectiveness of IMC Licensing opportunities Brand extension opportunities
9-47
The marketer’s vision of what the brand must be and do for Consumers.
9-48
9-49
9-50
Brand Asset Valuator Aaker Model BRANDZ Brand Resonance
Brand Equity
Knowledge
Esteem
Relevance
Differentiation 9-51
9-52
9-53
Brand-as-product
Brand-as-organization
Brand-as-person
Brand-as-symbol
Brand loyalty Brand associations Proprietary assets
9-54
Brand awareness Perceived quality
Bonding Advantage Performance Relevance
Presence 9-55
9-56
Brand Elements Marketing Activities Meaning Transference 9-57
Brand names Slogans
URLs
Elements Logos
Characters
9-58
Symbols
9-59
Memorable Meaningful Likeability
9-60
Transferable Adaptable Protectible
9-61
9-62
Like a good neighbor, State Farm is there Just do it Nothing runs like a Deere Help is just around the corner Save 15% or more in 15 minutes or less
We try harder We’ll pick you up Nextel – Done Zoom Zoom I’m lovin’ it Innovation at work This Bud’s for you Always low prices
Brand Audits
Brand Tracking
Brand Valuation
9-63
9-64
Brand
2004 Brand Value (Billions)
Coca-Cola Microsoft IBM
$67.39 $61.37 $53.79
GE Intel Disney
$44.11 $33.50 $27.11
McDonald’s Nokia Toyota
$25.00 $24.04 $22.67
Marlboro
$22.13
Brand earnings Brand sales Costs of sales Marketing costs Overhead expenses Remuneration of capital charge Taxation
9-65
Brand strength Leadership (25%) Stability (15%) Market (10%) Geographic spread (25%) Trend (10%) Support (10%) Protection (5%)
Brand Reinforcement
Brand Revitalization
Brand Crises
9-66
9-67
Develop new brand elements Apply existing brand elements Use a combination of old and new
9-68
9-69
Brand line Brand mix Brand extension Sub-brand Parent brand Family brand
Line extension Category extension Branded variants Licensed product Brand dilution Brand portfolio
Individual names Blanket family names Separate family names Corporate nameindividual name combo 9-70
9-71
9-72
Flankers
Cash Cows
Low-end Entry-level
High-end Prestige
Matriks Ansoff:
Pasar (Konsumen)
Saat Ini
Baru
Penetrasi Pasar
Pengembangan Pasar
Baru
Jasa
Saat Ini
Pengembangan Jasa
Diversifikasi
Sales and Profits Over the Product’s Life From Inception to Demise
Sales and Profits ($)
Sales
Profits Time Product Development
Introduction
Growth
Maturity
Decline
Losses/ Investments ($)
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens
Main Street
Tornado
Early Market
The Chasm
Bowling Alley
End of Life
Pada tahap mature Memanfaatkan kapasitas kosong Menyeimbangkan portofolio Retensi Pelanggan Adanya Peluang
Style Changes Service Improvements Service line Extentions New Service Major Innovations
Awareness Interest Evaluation Trial Adoption
Eliminasi Jasa Faktor Pertimbangan: Potensi PasarYad Manfaat dari modifikasi jasa Keuntungan strategi pemasaran Manfaat penghematan waktu bila mengeliminasi jasa Daya tarik peluang alternatif perusahaan Kontribusi jasa di luar biayalangsung
Kontribusi jasa penjualan lainnya
