Proses manajemen untuk mengidentifikasi,
mengantisipasi dan memuaskan
kebutuhan pelanggan secara
menguntungkan
Pemasaran adalah proses perencanaan
dan pelaksanaan konsepsi, penetapan
harga, promosi dan distribusi ide, barang
dan jasa untuk menciptakan pertukaran
yang memuaskan individu dan organisasi
tujuan.
Peter F Drucker : pemasaran merupakan orientasi kepada pelanggan, perusahaan seharusnya
menempatkan pelanggan seabgai hal yang pertama untuk itu perusahaan harus selalu
berinovasi dalam rangka memberikan nilai terbaik bagi pelanggan
Drucker’s perspective lacked strategic content in that it gives emphasis to the organizational
The identification of consumers’ needs (covering
what goods and services are bought, how they are bought, by whom they are bought, and why they are bought)
The definition of target market segments (by which
customers are grouped according to common
characteristics – whether demographic, psychological, geographic, etc.)
The creation of a differential advantage within target
segments by which a distinct competitive position relative to other companies can be established, and from which profit flows
Strategic decisions are concerned with seven
principal areas:
1.
They are concerned with
the scope of an
organization’s activities
.
2.
They relate to the matching of the organization’s
activities with the opportunities of its substantive
environment
.
3.
They require the matching of an organization’s
activities with its resources
. In order to take
advantage of strategic opportunities it will be
necessary to have funds, capacity, personnel,
etc., available when required.
4.
They have major resource implications for
5. They are influenced by the values and
expectations of those who determine the
organization’s strategy.
6.
They will affect the organization’s long-term
direction.
7.
