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Harga: Jumlah uang yang ditagihkan untuk suatu produk atau jasa, jumlah nilai yang dipertukarkan konsumen untuk manfaat memiliki atau menggunakan produk / jasa

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Setting Pricing Policy

1. Selecting the pricing objective 2. Determining demand 3. Estimating costs 4. Analyzing competitors costs, prices, and offers

5. Selecting a pricing method 6. Selecting final price

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Types of Costs
Fixed Costs (Overhead) Variable Costs
Costs that do vary directly with the level of production. Raw materials

Costs that dont vary with sales or production levels. Executive Salaries Rent

Total Costs
Sum of the Fixed and Variable Costs for a Given Level of Production
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The Three Cs Model for Price Setting

Low Price No possible profit at this price

Costs

Competitors prices and prices of substitutes

Customers High Price assessment No possible of unique demand at product this price features

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Penetapan pricing method

Penetapan harga secara umum berdasarkan Biaya (cost plus dan titik impas) Nilai Persaingan

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Beberapa startegi penetapan harga

Strategi penetapan harga produk baru Untuk meraup pasar (skimming price) Untuk peneterasi pasar (peneteration price) Strategi penetapan harga bauran produk Strategi penyesuaian harga

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Price-Reaction Program for Meeting a Competitors Price Cut

Has competitor cut his price? No
Hold our price at present level; continue to watch competitors price

No No Yes Is the price Is it likely to be How much has likely to permanent Yes his price been significantly Yes aprice cut? cut? hurt our sales? By less than 2% Include a cents-off coupon for the next purchase
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By 2-4% Drop price by half of the competitors price cut

By more than 4% Drop price to competitors price

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Saluran distribusi : Suatu perangkat organisasi yang saling tergantung dalam menyediakan satu produk atau jasa untuk digunakan atau dikonsumsi oleh konsumen atau pengguna bisnis

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How a Distributor Reduces the Number of Channel Transactions

1 2 3

4 5 6 7 8 9

A. Number of contacts without a distributor MxC=3X3=9

= Manufacturer
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= Customer

How a Distributor Reduces the Number of Channel Transactions

1 4 Store 2 5

B. Number of contacts with a distributor MxC=3+3=6

3
= Manufacturer
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= Customer

= Distributor

Distribution Channel Functions

Information

Transfer
Payments Physical Distribution Risk Taking
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Communication Negotiation

Ordering Financing

Consumer Marketing Channels

0-level channel Manufacturer 1-level channel Manufacturer 2-level channel

Consumer

Retailer

Consumer

Mfg

Wholesaler Wholesaler
Jobber

Retailer

Consumer

3-level channel Mfg

Retailer

Consumer

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Conventional Distribution Channel vs. Vertical Marketing Systems

Conventional marketing channel Manufacturer Vertical marketing channel Manufacturer Wholesaler Retailer Consumer
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Wholesaler

Retailer

Consumer

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Retailing : Semua aktivitas yg dilakukan untuk menjual barang atau jasa langsung kepada konsumen akhir bagi pengguan pribadi dan bukan untuk bisnis

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Four Levels of Retail Service

Self-service Self-selection Limited-service Full-service

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Classification Of Retailer Types

Store Type
Specialty Stores Department Stores Supermarkets Convenience Stores Discount Stores Off-Price Retailer Superstores

Length and Breadth of Product Assortment

Narrow Product Line, Deep Assortment ex: toko bunga
Wide Variety of Product Lines i.e. Clothing, Home Furnishings & Household ex: metro Wide Variety of Food, Laundry, & Household Products ex: super indo Limited Line of High-Turnover Convenience Goods ex: circle K Broad Product Line, Low Margin, High Volume ex: makro Inexpensive, Overruns, Irregulars, and Leftover Goods ex: factory outlet Large Assortment of Routinely Purchased Food & Nonfood Products, Services ex: giant

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Types of NonStore Retailing

NonStore Retailing Accounts for More Than 12% of All Consumer Purchases, and is trending up.

Direct Selling Ex: door to door

Direct Marketing Ex:by phone Automatic Vending Ex: mesin penjual rokok Buying Services
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Wholesaling : Semua aktivitas yang dilakukan dalam menjual brg dan jasa kpd mereka yg membeli untuk dijual lagi atau digunkan dlm bisnis

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Why are Wholesalers Used?

Management Services & Advice Market Information Risk Bearing

Selling and Promoting Buying and Assortment Building Bulk Breaking

Wholesaler Functions

Financing

Warehousing

Transporting
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Effective Communications
Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives

Buyer Readiness Stages Awareness

Knowledge
Liking Preference Conviction
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Purchase

Step 3. Designing the Message

Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity
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Step 4. Select Communications Channel

Personal Communication Channels Nonpersonal Communication Channels

Step 5. Establish the Budget

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Step 6. Decide on Communications Mix

Advertising

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Protect and/or Promote Companys Image/products.

Sales Promotion

Public Relations Personal Selling

Personal Presentations.

Direct Marketing
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Direct Communications With Individuals to Obtain an Immediate Response.

Step 7. Measure Results

Step 8. Manage the IMC Process

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Periklanan: Segala bentuk penyajian bukan pribadi dan promosi tentang gagasan, barang atau jasa yang dibayar oleh sponsor tertentu

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Advertising Objectives

Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
Persuasive Advertising
Build Selective Demand

Informative Advertising
Build Primary Demand

Comparison Advertising
Compares One Brand to Another

Reminder Advertising
Keeps Consumers Thinking About a Product.

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Profiles of Major Media Types

Newspapers
Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability

Limitations: Short life; poor reproduction quality; small pass-along audience

Television

Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity

Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization
Limitations: Relative high cost; junk mail image
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Profiles of Major Media Types

Radio
Advantages: Mass use; high geographic and demographic selectivity; low cost

Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences

Magazines

Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position

Outdoor
Advantages: Flexibility; high repeat exposure; low cost; low message competition
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Limitations: Little audience selectivity; creative limitations

Advertising Strategy
Message Execution
Turning the Big Idea Into an Actual Ad to Capture the Target Markets Attention and Interest. Testimonial
Evidence Scientific Evidence Technical Expertise Personality Symbol Slice of Life

Lifestyle

Typical Message Execution Styles

Fantasy
Mood or Image

Musical
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Why the increase in Sales Promotion?

Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter

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Channels of Sales Promotions

MANUFACTURER

Push

Trade Promotions RETAILER Consumer Promotions

Push

Retail Promotions
CONSUMER

Pull

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Consumer Promotion
Consumer-Promotion Objectives
Entice Consumers to Try a New Product Lure Customers Away From Competitors Products Get Consumers to Load Up on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building

Consumer-Promotion Tools
Samples Coupons Cash Refunds Price Packs Premiums Advertising Specialties Patronage Patronage Rewards Rewards Contests Sweepstakes

Games

Point-of-Purchase Displays
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Trade Promotions
Trade-Promotion Objectives
Persuade Retailers or Wholesalers to Carry a Brand
Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers

Trade-Promotion Tools
Price-Offs Allowances Premiums

Patronage Displays Rewards

Discounts Push Money Specialty Advertising Items

Buy-Back Guarantees
Free Goods Contests

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Business-to-Business Promotion
Business-Promotion Objectives
Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople

Business-Promotion Tools
Conventions Trade Shows Sales Contests

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Major Public Relations Tools

Web Site
Public Service Activities News

Corporate Identity Materials Audiovisual Materials

Speeches

Written Materials

Special Events

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