PARADIGMA BARU PEMASARAN PARIWISATA Prinsip & Perencanaan Pemasaran Pariwisata 1
PARADIGMA BARU PEMASARAN PARIWISATA
Prinsip & Perencanaan Pemasaran Pariwisata
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A Definition of Marketing Marketing: the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. (Sumber : Boone & Kurtz; 2005)
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and value with others. (Sumber : Kotler, Bowen, & Makens; 2002)
PEMASARAN merupakan
proses tentang memfokuskan alokasi sumberdaya & tujuan organisasi pada kesempatan dan kebutuhan lingkungan. serangkaian teori, konsep, alat, prosedur, pengalaman
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Core Marketing Concepts
Needs, wants, and demands
Products
Value, satisfaction, and quality
Exchange, transactions,
and relationships
Markets
Sumber : Kotler, Bowen, & Makens; 2002
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Core Marketing Concepts
1. Pemahaman tujuan & ruang lingkup pemasaran CUSTOMER VALUE ( V = B/C )
2. Pemahaman akan kompetisi KEUNGGULAN KOMPETITIF
3. Pemahaman akan orientasi pemasaran FOKUS
“. . . satisfied customers are the source of all profits and shareholder
value. Customers can choose from whom they buy, and unless the
firm satisfies them at least as well as competitors, sales and profits
will quickly erode. Customer satisfaction should therefore be a
prime objective and measure of the performance of managers.”
(Doyle dalam Gilligan & Wilson, 2003)
“Business decisions
flow back from an understanding of customers rather than from
a financial requirement”.
(Doyle dalam Gilligan & Wilson, 2003)
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Marketing’s Future
“It (marketing) encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view.”
Peter Drucker
Marketing has become the job of everyone.
Sumber : Kotler, Bowen, & Makens; 2002
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Major Forces to Tourism Destination
Destination
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Scope of marketing functions
(Kotler,2000:p395)
Attractivenessof the market
offering
Attractivenessof the market
offering
Product features and quality
Services mixand quality
Value-based prices
KOMPETENSIYG SPESIFIK
SWPASAR
SASARAN
OT
PosisiStrategi
PILIHAN RASIONAL
PEMANFAATANPELUANG
PEMANFAATANPOTENSI
Kemampuan organisasi pemasaran pariwisata
Implementasi program yg aplikabel thd situasi kompetisi
Sulit untuk di-duplikasi
Superior dalam persaingan
INSIDE – OUTPROCESSES
OUTSIDE – INPROCESSES
Spanning processes
InternalEmphasis
ExternalEmphasis
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External socioeconomic/political/physical environment and competitors' actions
Destination Marketing Organization
(Dinas/Kantor Parsenibud)
Marketing Communication (Public)
Industry opportunity sets Consumer opportunity
sets Destination opportunity
setsTargeted customers
Organization in the tourism industry
Tourism industry promotional activities
Marketing researchAnd intelligence
Marketing researchAnd intelligence
Policy, strategy, marketing plans
Policy, strategy, marketing plans
Communication, information, advice
Communication, information, advice
Sumber : Modifikasi Middleton & Clarke (2001:338) dan Stabler dalam Ashworth & Goodall (1990:25)
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Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
• Consumers favor products that are available and highly affordable.• Improve production and distribution.
• Consumers favor products that offer the most quality, performance, and innovative features.
• Consumers will buy products only if the company promotes/ sells these products.
• Focuses on needs/ wants of target markets & delivering satisfaction better than competitors.
• Focuses on needs/ wants of target markets & delivering superior value.
Marketing Management Philosophies
Konsep PEMASARAN STRATEGISproses pengembangan strategi pemasaran berdasarkan pada
market-driven (keadaan pasar / lingkungan)
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Strategic planning is the process of developing
and maintaining a feasible fit between
the organization’s objectives, skills, and resources
and its changing marketing opportunities.
Strategic planning is the process of developing
and maintaining a feasible fit between
the organization’s objectives, skills, and resources
and its changing marketing opportunities.
The Role of Marketing in Strategic Planning
Sumber : Kotler, Bowen, & Makens; 2002
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Strategic Planning versus Tactical Planning
Strategic planning is the process of determining an organization’s primary objectives, allocating funds, and then initiating actions designed to achieve those objectives
Tactical planning is the process of defining implementation activities that the firm must carry out to achieve its objectives
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Nontraditional Marketing
Person MarketingEfforts to cultivate the
attention, interest, and preferences of a target market toward a celebrity or authority figure
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Place MarketingAttempt to attract
customers to particular areas
Michigan ad promotes the State as a good business location
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Event MarketingThe marketing of sporting, cultural, and
charitable activities to Selected target markets
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Organization MarketingInvolves attempts
to influence other to accept the goals of, receive the services of, or contribute in some way to an organization.
Boy Scouts of America ad targets volunteers as one of its multiple publics
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Critical Thinking and Creativity
Challenges presented by today’s complex and technologically sophisticated marketing environment require critical-thinking skills and creativity from marketing professionals
Critical Thinking refers to the process of determining the authenticity, accuracy, and worth of information, knowledge, claims and arguments
Creativity helps to develop novel solutions to perceived marketing problems
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The Technology Revolution in Marketing
Technology: Application to business of knowledge based on scientific discoveries, inventions, and innovations
Interactive marketing refers to buyer-seller communications in which the customer controls the amount and type of information received from a marketer
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The Internet is an all-purpose global network composed of more than 50,000 different networks around the globe that allows those with access to a computer send and receive images and text anywhereThe World Wide Web
Broadband technology is extremely high speed, always-on Internet connection
Wireless Internet connections for laptops and PDA’s
Interactive Television Service
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From Transaction-Based Marketing to Relationship Marketing
Transaction – based marketing (Simple exchanges)
Relationship marketingHoliday Inn building a
relationship beyond selling a place to sleep
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Developing Partnerships and Strategic AlliancesStrategic alliances: partnerships between
organizations that create competitive advantages
Pentingnya RELATIONSHIP STRATEGY
The rationale
Value-enhanchingopportunities
EnvironmentalTurbulence & diversity
Skills andResource gaps
resiko
Kompleksitas teknologi Kendala finansial Kendala akses ke pasar Perkembangan teknologi informasi
MOTIF
Pentingnya RELATIONSHIP STRATEGY
The rationale
Value-enhanchingopportunities
EnvironmentalTurbulence & diversity
Skills andResource gaps
Kompleksitas teknologi Kendala finansial Kendala akses ke pasar Perkembangan teknologi informasi
MOTIF
resiko
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Ethics and Social Responsibility: Doing Well by Doing Good
Increased Employee Loyalty
Better Public Image
Market Place Success
Improved Financial Performance Shell Oil Promotional Message
Recruiting Mentors for Inner City Youth
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Criticisms of the Competitive Marketing System Marketing costs are too high The marketing system is inefficient Marketers and the business system collude and
commit price-fixing Firms deliver poor product quality and service Consumers receive incomplete, false, and/or
misleading information The marketing system produces health and safety
hazards Marketers persuasively promote unwanted and
unnecessary products to those who least need them
29Sumaryadi
(Gilligan & Wilson, 2003)
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(Gilligan & Wilson, 2003)
ANALISIS PESAING
Kemampuan menciptakan kesempatan melalui daya
beda
ANALISIS INTERNAL
Pemberdayaan sumber dan kapasitas
ANALISIS PASAR
Penajaman segmentasi pasar
Perlakuan terhadapDAYA BEDA PRODUK
Perlakuan terhadapSEGMEN PASAR YANG
TAJAM
PENANGANAN THD DINAMIKA LINGKUNGAN & SINERGI PELAKSANAAN PEMASARAN PARIWISATA
(Modifikasi Model Kaynak)
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Kesimpulan Pemasaran pariwisata mencakup kegiatan strategis maupun operasional. Strategis
dalam hal penyelesaian masalah secara keseluruhan sehingga bersifat sistematis & operasional, tidak memfokuskan pd teknik yg digunakan melainkan pada hasil yg dapat dicapai shg bersifat pragmatis.
Aktivitas pemasaran pariwisata terus berkembang, yg diperlihatkan melalui berkembangnya cakupan bauran pemasaran.
Berkembangnya market-driven marketing & business-driven marketing.
Aktivitas marketing harus mampu melingkupi pasar & bisnis suatu perusahaan. Dalam konteks ini peran marketing intelligence & sistem informasi pemasaran sebagai penyedia informasi menjadi sangat penting.
Marketing dilakukan dengan semakin result-driven, efektif, dg teknik yg semakin rinci & sophisticated.
Marketing berevolusi dg mengarah pd analisa thd trend yg timbul, validasi, & kontrol thd trend tsb. (broad trend, relevant trend, & spesific trend)
Meningkatnya peran teknologi dlm aktivitas marketing
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Kesimpulan
Prinsip-prinsip dalam pemasaran pariwisata dengan paradigma baru :
Pengambilan keputusan yg didasari pada penilaian masalah secara menyeluruh, tidak membagi masalah menjadi beberapa bagian, serta melakukan penilaian kembali.
Pemahaman akan visi konsumen di masa datang menentukan berbagai kegiatan marketing yang akan dilakukan.
Marketing intelligence merupakan suatu keharusan
Aktivitas marketing tidak hanya dilakukan oleh departemen marketing
Strategi & operasi marketing dilakukan secara simultan & sistemik.
Melanjutkan misi yang telah ditetapkan.
TERIMA KASIH
36Sumaryadi