Professional Documents
Culture Documents
UI
3/19/15
Marketing
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The e-marketing
plan in the
context of other
plans
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Operating Process
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Management Process
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SOSTAC #1
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SOSTAC #2
a generic
framework for eMarketing
planning
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SWOT Analysis
10
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11
Market
segmentation
Nissan vs Infinity ,
Toyota vs Lexus,
Pepsodent vs Close
Up, Teh Botol vs S-Tea,
dll
Segment dalam acara
TV dan mapping
produk yang pas.
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Stages in target
marketing
strategy
development
12
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Messages
13
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Channels
Channels requiring
integration as part of
integrated emarketing strategy
14
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15
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16
Tipping Point :
The Law of The
Few
Penggunaan tokoh,
seperti Deddy Mizwar
untuk Promag,
Komeng untuk
Yamaha, Rhenald
Kasali untuk Tolak
Angin, dll
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17
Tipping Point :
Stickiness
Factor
Hit, Datsun/Suzuki,
Indomie dan Bangsa
Indonesia, Tag Nokia
vs Sony Ericsson, dll
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Tipping Point :
The power of
context
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Malcolm Gladwell
#1
http://hipohan.blogspo
t.com/2012/06/tipping
-point-nya-malcolmgladwell.html
19
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Malcolm Gladwell
#2
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Malcolm Gladwell
#3
21
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The main
elements of the
promotional mix
Mengingat cukup
banyak hotel yang
nakal memberikan
review pada hotel-nya
sendiri seakan akan
pelanggan, maka
orang beralih ke blog
yang dianggap lebih
fair.
22
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23
Automated
Options
The consideration of
the tactics by which
people can be
replaced or their work
automated
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Traditional vs
Online
24
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25
Brands
Proportion of buyers
have purchased from
different brands from
those they initially
considered.
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Influence of
Brand
Source :
BrandNewWorld: AOL
UK/Anne Molen
(Cranfield School of
Management)/Henley
Centre, 2004
26
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Internal audits
External audits
Marketing Plan
Framework #1
Situation analysis
Di Metrodata, mulai
dari perubahan kurs,
perkembangan
perdagangan
internasional, regulasi,
sampai data2 dari
Gartner digunakan
sebagai referensi.
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Marketing Plan
Framework #2
Objectives
statement
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Marketing Plan
Framework #3
Strategy definition
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Marketing Plan
Framework #4
Tactics
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Specify
Tasks
Resources
Partnering and outsourcing
Budget including costs for development,
promotion and maintenance.
Timescale
Staff.
Marketing Plan
Framework #5
Actions
Implementation
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Identify a measurement
process and metrics covering:
32
Marketing Plan
Framework #6
Control
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33
Summary #1
* e-Marketing is the
application of
technology to achieve
marketing objectives,
defined by the
Chartered Institute of
Marketing.
* Penggunaan eMarketing untuk
komunitas pengguna
yang tidak akrab
dengan teknologi
menjadi tidak efektif.
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Summary #2
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Summary #3
* KIA National
Manager ikut dalam
forum komunitas
pengguna., dan
dengan demikian
dapat mendengar
langsung keluhan
pelanggan.
UI 3/19/15