0% found this document useful (0 votes)
61 views

Definisi Data Driven Marketing Sesi 1

Uploaded by

Alfred Wijaya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
61 views

Definisi Data Driven Marketing Sesi 1

Uploaded by

Alfred Wijaya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 29

Description

Course term : January 7 – April 29, 2022


Time schedule : Friday, 6.30 – 9.15 pm
Faculty Members : Dr. Handyanto Widjojo;
Maydison Ginting, PhD
Emails : [email protected]
[email protected]
Credits : 3
Curriculum Approach

Concept Analytics

Practice
Competency Goal

❖ Complex Problem Solving

❖ Innovativeness

❖ Sustainability
Learning Objectives

❖ Ability to analyze complex problems across


management functions
❖ Ability to generate business solutions to the
complex problems
❖ Identify innovation opportunities in the existing
business process
❖ Identify ethics and sustainability issues pertaining
to business process
Course Delivery

1.Presentasi Dosen (PD)


2.Tugas Kelompok (TK)
3.Case Study (CS)
4.Presentasi kelompok (PK)
Course Evaluation

❖ Teaching Assignment : 30%


Class Participation (CP)
Presentation Assessment (PA)
❖ Mid-Term Exam (MTX) : 30 %
❖ Final Projects (FP) : 40 %
Course Outline
1. Data-Driven Marketing & 9. Segmentation
Customer Focus 10. Positioning
2. Building Strong Brand 11. A/B Testing
3. Creating Value 12. Single & Multiple Linear
4. Delivering Value Regression
5. Communicating Value 13. Single & Multiple Linear
6. Marketing Plan Regression
7. Guest Lecture 14. Logistic Regression
8. Mid-Term Evaluation 15. Machine Learning
16. UAS (Team Project)
REFERENCES

edisi 16, 2022


Session 1
Data-Driven
Marketing &
Customer Focus

Copyright © 2016 Pearson Education Ltd. 1-11


Learning Objectives
1. Understand the definition of marketing
2. Understand the marketing environment
3. Understand the difference between consumer and
business market

Copyright © 2016 Pearson Education Ltd. 1-13


The Definition of Marketing
cara kerja (dealing/agreement)

• Marketing is the activity, set of institutions, and


processes for creating, communicating, delivering,
and exchanging offerings that have value for
customers, clients, partners, and society at large
ini yang penting

(American Marketing Association-AMA)


https://www.ama.org/the-definition-of-marketing-what-is-marketing/

Marketing = exchanging value


Proses: Creating, communicating, delivering, exchanging offerings (inti)

Copyright © 2016 Pearson Education Ltd. 1-14


data: third parties / customer interaction.
What is Marketed?
• Goods • Places

• Services • Properties

• Events • Organizations

• Experiences • Information

• Persons • Ideas
- negara juga marketing, olimpiade
marketing = membuat value
Komoditas: bisa di marketingkan dengan nama

COPYRIGHT © 2016 PEARSON


Copyright © EDUCATION, INC.Education Ltd.
2016 Pearson 1-16 1-16
company

competitor

3C: Company, Customer, Competitor


3C + PETS
STD(diffirenciate)P

--> 4P

hal yg bisa di kontrol


experience: produk hrus memikirkan service, service memikirkan produk.
rumah sakit/dokter: value di bangun, rumah sakit dengan kompetensi terbaik untuk kanker, ada alat (teknologi terbaru),
dokternya jas putih (reputable), di ruangan ada sertifikasi, training, dan lain lain. ada evidence yg menenangkan. ada bukti.

Core Marketing Concepts


steril, cuci tangan, bersih.

KONSUMEN MARKETER

Needs (kebutuhan dasar) Value proposition:


Segmentation
– benefits to satisfy
Wants: specific (keinginan) needs
Targeting kalau cuma beda, bahaya bisa aneh
need & want : berubah Naik, gak akan turun
Offerings:
Demands: Positioning – products+services
specific + +information+
experiences
ability to pay penawaran bukan cuma beda,

willingness to pay tidak sama dengan ability to pay


Experience Brands: tapi ada competitive
advantage u/ target .

– an offering from a
known source
wants & needs: Dinamis Loyalty
karena manusia berubah,
dan tdk pernah puas. analitics: memunculkan hidden needs.

ADA RELUCTANCY
COPYRIGHT © 2016 PEARSON
Copyright © EDUCATION, INC.Education Ltd.
2016 Pearson 1-18 1-18
Integrated: nike+ , sponsoring events, co-branding

The New Marketing Realities


competitive environment:
kompetisi tidak saling membunuh.

• Technology
Discuss what the
• Globalization consumer and the
companies do with
the realities?
• Social responsibility
market forces: technology, globalization, physical environment, social responsibility

market outcomes (3C) : new consumer capabilities, new company capabilities, new competitive environment

holistic marketing: relationship marketing, integrated marketing, internal marketing, performance marketing
exchange value seragam

Internal marketing: semua karyawan harus tau produk dan value performance: membangun brand equity

COPYRIGHT © 2016 PEARSON


Copyright © EDUCATION, INC.Education Ltd.
2016 Pearson 1-19 1-19
tactical promo bahaya. harus ada waktu. meluncurkan second brand.
horizon planning, mau bawa ini kemana

Customer Focus
3C dan PETS

competitor bisa
creating demand

jadi gaada
strategi jangka panjang

akuisisi lebih mahal


Product Orientation vs.
Market Orientation
Company Product Market
Kereta Api We run a train route We are a people-
Indonesia (transportation) and-goods mover

Meta We make platform We connect people


for social networks

Standard Oil We sell gasoline We supply energy

Netflix We rent movies We offer an


convenient way of
entertainment
value: lebih dari tangible, lebih dari benefit
Components of a
Modern Marketing
Information System (MIS)

✓ Internal company records


✓ Marketing intelligence activities
✓ Marketing research
TAM, SAM, SOM
siapapun yg akan konsumsi market size dalam rupiah

apa yang akan kita offer spesifikasi brand anda berada.

target yg akan dicapai


dalam waktu deket
(1 tahun kedepan)
Determinants of CPV

Perceived Quality Perceived Risk

value = quality - risk

meningkatkan value:

quality di tingkatkan
risk di minimize
Maximizing Customer Lifetime
Value
perhitungan nilai masa depan di tarik ke sekarang

• CUSTOMER LIFETIME VALUE (CLV)


– THE NET PRESENT VALUE OF THE
STREAM OF FUTURE PROFITS EXPECTED
OVER THE CUSTOMER’S LIFETIME
PURCHASES

banyak brand mulai menargetkan lebih muda, dan lebih muda lagi.
supaya sedari dini dipupuk
Model of Consumer Behavior
menghabiskan/membuang

experience dibuat select buy use dispose


dr awal sampe akhir
cara meningkatkan evaluation of alternatives:
meningkatkan value (di slide sebelumnya)

bisa memberikan
informasi saat dibutuhkan ---> BUY

ketika evaluasi: gimana bisa menjadi pilihan pertama


value sesuai = ketika evaluasi jadi pilihan
internal ( di dalam)
Post purchase jgn dilupakan --> membangun loyalitas,
contoh mobil, 1 bulan pertama uda saat service, gratis.
iklan yang baik di repeat 3x. Integrated --> pengulangan. di undang untuk event, di undang untuk seminar ksehatan
reward and punishment. merchandise, dll untuk maintian customer.
behavior --> menggunakan endorser
Perceived Quality
Perceived Risk

Functional
Physical risk
risk

Financial
Time risk risk

Psychological
Social risk
risk
Consumer Perceived Value

Perceived
Quality

Perceived
Value

Perceived
Risk
Business vs Consumer Market
Copyright © 2016 Pearson Education Ltd. 1-33

You might also like