Manajemen Pemasaran Global
Chapter 1
Semester Genap 2015-2016
Irma M. Nawangwulan
© 2005 Prentice Hall 1-2
Introduction
• What is Global Marketing?
• How is it different from regular marketing?
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
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)
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
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
Tiga Prinsip Dalam Pemasaran
Nilai Pelanggan (Costumer Value)
Perbedaan (Differentiation)
Pemusatan (Focus)
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
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
© 2005 Prentice Hall 1-10
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
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 and
Infrastructure
Foreign environment (uncontrollable)
Structure of distribution
Economic climate
Cultural forces
3
4 5
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
© 2005 Prentice Hall 1-20
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
© 2005 Prentice Hall 1-21
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.
© 2005 Prentice Hall 1-22
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
© 2005 Prentice Hall 1-23
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