Chapter 1

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Manajemen Pemasaran Global Chapter 1

Semester Genap 2015-2016

Irma M. Nawangwulan

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Introduction

• What is Global Marketing?

• How is it different from regular

marketing?

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Nature of Marketing

 Create value by allowing individuals and organizations to obtain what they need and want

 Other functional areas of the business (operations, finance, and all areas of management) must be coordinated with marketing decisions

Marketing

• A group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods,

services, and ideas

Sumber: Ferrel, 2011

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Pemasaran:

Serangkaian kegiatan yang melibatkan seluruh strategi bauran pemasaran

(creating, distributing, pricing,

promoting) untuk meningkatkan nilai barang/jasa yang pada akhirnya

memberi kepuasan para stake holder

(pelanggan, pegawai, pemilik modal)

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Konsep Pemasaran

• Produk

1950

• Orientasi Pelanggan

• Pengembangan Bauran Pemasaran: 4 P

1960

• Memusatkan pada pelanggan dalam konteks lingkungan eksternal yang lebih luas (persaingan, kebijakan & peraturan pemerintah)

• Memusatkan perhatian pada nilai-nilai dari para pihak yang berkepentingan (pegawai, pelanggan, pemegang saham, masyarakat)

1990

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Nilai Penting

Bauran Pemasaran:

1. Product (barang) 2. Price (harga)

3. Promotion (promosi) 4. Place (distribusi)

Prinsip Pemasaran:

1. Nilai Pelanggan &

Persamaan Nilai

2. Keunggulan Kompetitif

& Diferensiasi

3. Fokus

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Tiga Prinsip Dalam Pemasaran

Nilai Pelanggan

(Costumer Value)

Perbedaan

(Differentiation)

Pemusatan

(Focus)

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Unsur Kunci Pemasaran

1. Nilai Pelanggan (Customer Value)

• Tujuan : menciptakan nilai pelanggan yang lebih besar dibanding nilai yang diciptakan oleh pesaing

• Strategi :

a. menambah atau memperbaiki produk dan / layanan yang bermanfaat

b. mengurangi harga

c. menggabungkan dua elemen diatas

Nilai Konsumen

V = Nilai

B = Manfaat yang diharapkan – biaya yang diharapkan P = harga

V = B / P

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Unsur Kunci Pemasaran Lanjutan

2. Pembedaan (Differentiation)

• Tujuan : menciptakan keunggulan bersaing melalui pembedaan (differentiation)

• Keunggulan dapat berada di setiap elemen yang ditawarkan perusahaan

• Satu cara untuk menembus suatu pasar nasional baru dengan menawarkan suatu produk unggul pada suatu harga yang lebih murah

3. Pemusatan (Focus)

 Tujuan : konsentrasi pada sumber daya & perhatian

 Kebutuhan untuk menciptakan nilai pelanggan pada keunggulan yang kompetitif

 Suatu cara bertahan untuk perusahaan kecil dan menengah untuk mencapai posisi yang dominan dalam pasar dunia

 Suatu pemusatan yang jelas pada apa yang konsumen butuhkan & inginkan

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Marketing vs Global Marketing

• Marketing

– Process of planning and executing the

conception pricing, promotion and

distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals

• Global Marketing

– Focuses resources on global market

opportunities and threats; the main

difference is the scope of activities because global marketing

occurs in markets outside the

organization’s home country

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Keegan and Green, Chapter 1 11

7

The International Marketing Task

Political/legal forces

Economic forces

1

2

Environmental uncontrollables country market A

Environmental uncontrollables country

market B

Environmental uncontrollables country

market C Competitive

structure Competitive Forces

Level of Technology Price Product

Promotion Channels of distribution

Geography Infrastructure and

Foreign environment (uncontrollable)

Structure of distribution Economic climate Cultural

forces

3

5 4 6

7 Political/

legal forces

Domestic environment (uncontrollable)

(controllable)

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Global Marketing: What it is and What it isn’t

• Global marketing does not mean doing business in all of the 200-plus country markets

• Global marketing does mean widening

business horizons to encompass the

world in scanning for opportunity and

threat

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Reasons for Global Marketing

• Growth

– Access to new markets – Access to resources

• Survival

– Against competitors with lower costs (due to increased access to

resources)

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Global Marketing: What it is and What it isn’t

NEED TO:

• Search for similarities and adjust to differences

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Standardization versus Adaptation

• Globalization (Standardization)

– Developing standardized products marketed worldwide with a standardized marketing mix

– Essence of mass marketing

• Global localization (Adaptation)

– Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction

– Essence of segmentation – Think globally, act locally

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Standardization versus Adaptation

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Amsterdam Singapore

Germany

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Management Orientations

Ethnocentric:

Home country is Superior, sees Similarities in foreign

Countries Regiocentric:

Sees similarities and differences in a world Region; is ethnocentric or polycentric in its view of

the rest of the world

Geocentric:

World view, sees Similarities and Differences in home

And host countries Polycentric:

Each host country Is Unique, sees differences

In foreign countries

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The EPRG framework

• Ethnocentrism

– Associated with national arrogance & home country superiority

– Assumes what succeeds in the home

country will also succeed in other countries – Domestic and international companies

– Standardized approach to marketing – Foreign markets are secondary to the

domestic market

– E.g. Nissan in 60s, Coke in the late 80s/early 90s

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The EPRG framework

• Polycentrism

– Opposite of ethnocentrism – each country market is unique

– Highly localized / adapted approach to marketing

– Multinational companies – Local

“kingdoms”

– E.g. Citicorp in the 90s.

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The EPRG framework

• Regiocentrism

– Treat a world region as one homogeneous market (e.g. NAFTA region; the EU, etc.) – Localization / adaptation for the region;

ethnocentric or polycentric view of the rest of the world

• Geocentrism

– World view – focused on standardizing programs but will adapt if indicated by research

– Global / transnational company / a blurring of national identity

– E.g. Toyota

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Forces Affecting Global Integration and Global Marketing

• Driving Forces

– Regional economic agreements

– Market needs and wants – Technology

– Transportation and communication improvements

– Product development costs – Quality

– World economic trends – Leverage

• Restraining Forces

– Management myopia – Organizational culture – National controls

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