Manajemen Penjualan

Referensi
• Clow, Keneth E., and Donald Baack, 2010,
Integrated Advertising, Promotion,
and Marketing Communication, 4th
Ed.; New Jersey: Prentice Hall Inc.
• Manning, Gerald L., Aherne, Michel, Rechee,
Barry L., 2012, Selling Today:
Partnering to Create Value, 12th Ed.;
New Jersey: Prentice Hall Inc.
 Content of Selling Management
Topic Sub-topic Session

1. The IMC Foundation a. Integrated Marketing Communication 1

b. Corporate Image and Brand Management 2
c. Buyer Behavior 3
d. Promotions Opportunity Analysis 4
2. IMC Advertising Tools a. Trade Promotion 5
b. Consumer Promotion 6

3. Review of Topic 1-6 7

UTS 8
4. Developing a Personal Selling a. Relationship Selling Opportunities 9
b. Creating Product Solution 10
c. Developing and qualifying a prospect base 11

5. Developing a Presentation a. Approaching Customer with adaptive Selling 12

Strategy b. Negotiation Buyers Selling 13
c. Closing the Sales 14
6. Review 15

UAS 16
 Integrated Marketing
Communication

a. IMC Concept
b. Identifying IMC Tools
C. Differentiating every IMC tool
 Tujuan Pembelajaran

Mampu mengidentifikasi alat-

Mampu mendefinisikan apa yang
dimaksud dengan
Integrated Marketing
Communication (IMC)
alat IMC
Mampu membedakan fungsi
dari setiap alat-alat IMC
 Brainstorming
• What is communications ?
• How’s the process ?
 Communication

Transmitting, receiving, and processing information,

when a person, group, or organization attempts to
transfer an idea or massage.
 Communication

• Communication occurs when receiver (another person or

group) is able to comprehend the information
 The Communication Process

Sender Encoding Transmission Decoding Receiver

Device

Feedback
 The Communication Process

Sender

Senders, are companies that manufacture

and sell shoes. The Company wants to get
the customers or Consumers attention.
 The Communication Process

Sender Encoding

Encoding, the massage is the second step.

A creative take the idea and transforms it
into attention-getting advertisements
designed for various media
 The Communication Process

Sender Encoding Transmission

Device

Transmission devices, massages

travel to audiences. The third
step of marketing
communication process occurs
when a channel or medium
delivers the massage
 The Communication Process

Sender Encoding Transmission Decoding

Device

Decoding, occurs when the

massage reaches one or more
of the receiver’s sense
 The Communication Process

Sender Encoding Transmission Decoding Receiver

Device

Receiver, quality marketing

communication occurrs when
receivers decode or understand
the massage as it was intended
by the sender
 The Communication Process

Sender Encoding Transmission Decoding Receiver

Device

Feedback

Feedback Travelled to the sender

 Integrated Marketing Communication
(IMC)

• Coordination and integration of all marketing

communication tools, avenues, and sources within a
company into a seamless program that maximizes the
impact on customers and other stake holders at a
minimal cost Clow, 2010. p 32
 Objective IMC
• Knowledge
• Attitude
• Behaviour
• Sosial Change
• ( Soemanegara , P.5)
 The Component of Promotion
Product Price Promotion Distribution

Advertising Sales Promotion Personal Selling

Database Direct Sponsorship E-Active Alternatif Public

Marketing Response Marketing Marketing Marketing Relation
Marketing
 Marketing Mix
• Promotion is one of the four components of the
marketing mix (product, price, promotion, and
distribution)
• Traditional view was promotional activities
included advertising, sales promotions, and
personal selling activities
• Now, it also includes activities such as database
marketing, direct marketing, sponsorship
marketing, guerrila marketing, alternative
marketing, and public relation
 Advertising Tools
• Advertising is a major component of
integrated marketing communication
• Part of the traditional promotions mix of
advertising, consumer and trade promotion,
and personal selling
 The Role Advertising
• For some products and companies advertising
is central focus, and the other components
(trade promotion, consumer promotions, and
personal selling) support the advertising
campaign
• In other situations advertising plays a
secondary role, such as supporting the
national sales force and a firm’s trade
promotion program
 IMC Media Tools
How to reach potential customers:
• Traditional Media Channels: chapter 8
- Television
- Radio
- Magazines
- News papers,
- Out door signs
- Direct mail
• Fungsi Masing-masing media
• Advantage and disadvantage masing-masing
media
 COMMUNICATION MEDIA
RADIO
Advantages/ kelebihan
• Low airtime cost/ Biaya
penayangan murah
• Low production cost/ Biaya
produksi murah
• Can be produced and aired
quickly/ diproduksi dan
ditayangkan dengan cepat
• Massege can be changed
quickly/ Pesan dapat diganti
dengan cepat
Disadvantages/ kekurangan
• Only uses audio message/
Hanya menggunakan pesan
audio
• Fleeting exposure/ penayangan
cepat
• Listener’s attention often
distracted while doing other
things/ Perhatian pendengar
dapat terganggu saat
mengerjakan hal lain
 COMMUNICATION MEDIA

Cont......

Advantages/ kelebihan Disadvantages/ kekurangan

• Massage can be topical/ Pesan dibuat
disesuaikan dengan topik
• Sponsorship opportunities/ Peluang
sponsor
• Direct response can be facilitated/ Respon
langsung difasilitasi
• Geographic selectivity/ Seleksi geografis
• High acceptance of repeated messeges/
Penerimaan yang tinggi karena pesan yang
diulang-ulang
• Creative treatment and quality often
mixed/poor/ Pelayanan kreatif dan
kualitas seringkali bercampur/buruk
• Information content limited/ Isi informasi
dapat diterima terbatas
• Perceived as lacking in persuasiveness by
many/ Dikenal luas sebagai media yang
kurang menjual
• Audience passive receivers of information/
Pendengar pasif dalam mendapatkan
informasi
 COMMUNICATION MEDIA
TELEVISI
Advantages/ kelebihan
• Large and mass audience/ audience
banyak dan tersebar
• Highly visible/ Mudah terlihat
• High impact/ Dampak yang besar
• Hight creative flexibility/ Fleksibilitas
kreatif yang tinggi
• Can generate excitement/ Dapat
menimbulkan ketertarikan
Disadvantages/ kekurangan
• High airtime cost/ Biaya
penayangan yang tinggi
• High production cost/ Biaya
produksi yang tinggi
• Fleeting exposure/ penayangan
cepat
• May not reach the target adiences/
belum tentu Dapat meraih target
pemirsa
 COMMUNICATION MEDIA

Cont....

Advantages/ kelebihan Disadvantages/ kekurangan

• Perceived as having high prestige/ Dikenal • Viewers attention not focused on
luas sebagai media yang sangat prestise the TV advertisement/ Perhatian
• Ability to demonstrate product/ Dapat pemirsa tidak terfokus pada iklan TV
menunjukan produk
• Can take long time to produce/
• Can create strong image-branding/ Dapat
Waktu yang lama untuk produksi
menciptakan imej merek yang kuat
• Good for generating high levels of • Zapping/channel hoping/ Pindah
awareness/ Baik dalam menciptakan chanel TV
pengetahuan yang tinggi • Information content limited/ Isi
• Content synergy with the TV progams/ Isi informasi terbatas
sinergi dengan program TV
• Sponsorship opportunities/ Peluang sponsor
• Direct response can be fadlitated/ Respon
langsung dapat difasilitasi
 COMMUNICATION MEDIA
INTERNET
Advantages/ kelebihan
• Message can be changed quickly and
easily/ Pesan dapat diganti dengan
mudah dan cepat
• Interactive possible/ dapat Interaksi
• Can create own pages cheaply/ Dapat
menciptakan halaman sendiri dengan
murah
• Can advertise on other’s web pages/
Dapat membuat iklan di halaman web
yang lain
Disadvantages/ kekurangan
• Limited Visual presentation/ Dampak
terbatas pada visual
• Audience not guaranteed/ Pemirsa
tidak dijamin
• ‘Hits’ may not represent interest/
Kepopuleran tidak menjamin
ketertarikan
• Relies on browsers finding page/
Tergantung pada halaman pencarian
browser
 COMMUNICATION MEDIA

Cont...

Advantages/ kelebihan Disadvantages/ kekurangan

• Very low cost possible/ Biaya • Can create irritation/ Dapat

produksi yang sangat rendah
• Very large audience potential/
Dapat menjaring audience
potensial
• Direct sales possible/ dapat
menjualan langsung
• High informations content
possible on own pages/ Informasi
yang padat
menimbulkan iritasi
• Large number of target group
may not use the internet yet/
Sejumlah besar masyarakat
belum menggunakan internet
• Creative limitations/
Pembatasan kreatif
 COMMUNICATION MEDIA

NEWPAPER/ Koran

Advantages/ kelebihan Disadvantages/

kekurangan
• Selective • Impact limited to visual sense/ Dampak
terbatas pada visual
• Production costs can be very low/ Biaya
produksi dapat rendah • Short life
• Short lead time • Mediocre reproduction quality/ Kualitas
reproduksi
• Frequent publication/ Frekuensi publikasi
• Micro-environment often crowded with
• Geographical selectivity possible/ Seleksi
geografis dimungkinkan advertisements/ Lingkup yang kecil terkadang
dipenuhi dengan iklan
• Newspapers are actively read/ Koran dibaca
secara aktif
• Classified sections actively searched/
Bagian-bagian tertentu dicari secara aktif
• Hihg information content possible/
Informasinya padat
 COMMUNICATION MEDIA

NEWPAPER/ Koran

Advantages/ kelebihan Disadvantages/

kekurangan
• Broad acceptance/ believability/
Penerimaan yang luas/ kepercayaan –koran bisa
dijadilan referensi
• Some creative flexibility/ Flesibilitas kreatif
• Direct response facilitated/ Respons
langsung difasilitasi
 COMMUNICATION MEDIA
MAGAZINES/ Majalah

Advantages/ kelebihan Disadvantages/

• Highly selective/ Seleksi tinggi
• Production costs can be low/ Biaya produksi dapat
rendah
• High information content possible/ Informasi padat
dimungkinkan
• Short lead time
• Frequent publication available for many titles/
Frekuensi publikasi dapat tersedia dengan macam jenis
• Content synergy possible with editorial and
megazine image/ Sinergi antara isi dengan imej editorial
dan majalah
• Can have extended life/ Dapat dibaca lebih lama
• Megazines are actively read/ Majalah dibaca secara
aktif
kekurangan
• Impact limited to visual sense/ Dampak
terbatas pada visual
• Micro-environment often crowded with
advertisement/ Lingkup yang kecil terkadang
dipenuhi dengan iklan
• Limited geographic options in key titles/
Pilihan geografis pada judul
• Long lead time for some titles/ dapat
membaca beberapa judul secara berkali-kali utk berita
penting
 COMMUNICATION MEDIA
MAGAZINES/ Majalah

Advantages/ kelebihan

• Classified sections are actively searched/

Bagian-bagian tertentu dicari secara aktif
• Some titles have high prestige and
credibility/ Beberapa judul memiliki prestise
dan kredibilitas yang tinggi
• Creative flexibility/ Flesibilitas kreatif
• Good quality reproduction/ Kualitas
reproduksi yang bagus
• Product placement possible / Penempatan
produk dimungkinkan
• Inserts possible/ Penambahan-penambahan
dimungkinkan
 COMMUNICATION MEDIA
BROCHURES/ brosur
Advantages/ kelebihan
• Longer life/Umur yang lebih panjang
• Brochure are actively searched and read by
interested group/Brosur dapat mudah dicari
dan dibaca oleh pihak yang tertarik
• Low product cost/Biaya produksi rendah
• High selectivity possible/ Alternatif pilihan
pemirsa dimungkinkan
• High informasi content possible/ Informasi
yang padat dimungkinkan
Disadvantages/ kekurangan
• Impect limited to visual sense and could be
very low/Dampaknya terbatas pada apa yang
terlihat dan dapat sangat rendah
• As a complement of other displays,e.g. service
center, point of sales, sales promo/demo
etc./Sebagai pelengkap dari display lain, seperti
pusat servis, titik penjualan promosi demo, dll
• Could cause extra distribution costs/ Dapat
menyebabkan tambahan biaya distribusi
• More difficult to hit target group if not carefully
distributed and monitored/Akan lebih sulit
mengenai target jika tidak didistribusikan
secara baik dan dimonitor
• May easily be discarded/Dapat dengan mudah
dibuang
• Limited geographic options/Pilihan gografis
terbatas
BROCHURES
 COMMUNICATION MEDIA
OUTDOOR BOARDS/ Papan reklame Outdoor

Advantages/ kelebihan Disadvantages/ kekurangan

• Reaches broad, diverse audience/ Jarak jauh, • Creative Limitations/ Pembatasan kreatif
dapat dilihat oleh beragam pemirsa
• High repeat exposure( Frequensi) / Dilakukan
• Short exposure time/ Waktu pemaparan
berulang-ulang (frekuensi sering)
singkat
• High attention-getting possible with good
design/ Perhatian yang besar dengan desain yang bagus • Message must be simple/ Pesan harus
• Prominent brand identification possible/ sederhana
Pengenalan merek yang kuat
• Relatively low cost/ Biaya rendah • Limited audience selectivity/ Pilihan pemirsa
terbatas
• Can create strong impact of simple
message/ Dapat berefek besar dengan pesan yang • Seldom attracts readers’ full attention/
sederhana
Jarang menarik perhatian pemuh pemirsa
• Message can be placed close to point of
sale/ Pesan dapat diletakkan di dekat lokasi penjualan • Poster areasw are highly variable,many
• High geographic selectivity/ Alternatif pemilihan may not have high impact/ Poster sangat
letak geografis beragam, banyak yang tidak berpengaruh besar
• Visible throughout the day/ Dapat terlihat sepanjang
hari
OUTDOOR BOARDS
 COMMUNICATION MEDIA
CINEMA/ Bioskop
Advantages/ kelebihan Disadvantages/ kekurangan
• High quality production possible/ Kualitas • Cost of production can be high/
Biaya produksi tinggi
produksi tinggi
• Limited audience size and profile can be • Limited audience size and
appropriate for some/ Segmen dan profil profile/ segmen dan profil pemirsa
terbatas
pemirsa dapat dibatasi dan disesuaikan
dengan produk
• Captive audience/ Pemirsa yang tanggap
• Extended length advertising is possible and
acceptable/ Panjangnya iklan masih dapat
diterima
• High selectivity trough film and cinema
choice/ Alternatif pilihan dari pilihan film dan
sinema
• Product placement in film available/
Penempatan produk di film
• High creative flexiiiiibility/ Fleksibilitas kreasi
Cinema
 COMMUNICATION MEDIA
DIRECT MAIL/ Surat langsung

Advantages/ kelebihan Disadvantages/ kekurangan

• Highly audience selectivity/ dapat menentukan • Can be associated with ‘junk
audience yang dikehendaki mail’/ Dapat diasosiasikan sebagai surat
sampah
• Can be personalized/ lebih personalized sesuai
kebutuhan
• Circulation is controlled by advertiser/ Sirkulasinya • Each exposure is expensive/
Setiap usaha berbiaya mahal
dapat dikontrol oleh pengiklan
• Circulation can be limited to what is affordable/
Sirkulasinya dapat dibatasi dengan kemampuan dana
• Can be used to encourage action/ direct response/
sales/ Dapat digunakan untuk mendorong suatu
perbuatan/respons langsung/penjualan
• Aspects of its performance can beeaslly measured e.g
responses/ Aspek-aspek performansinya dapat
mudah diukur, misalnya jenis respons
• High information content possible/ Informasi lebih
akurat/ terjamin
 COMMUNICATION MEDIA
Standing Banner
Advantages/ kelebihan
• Reaches broad, diverse audience /Jarak jauh, dapat terlihat oleh beragam
pemirsa
• High repeat expoosure (frequency)/ Dilakukan berulang-ulang (frekuensi
sering)
• High attention-getting possible with good design/ Perhatian yang besar jika
desain yang bagus
• Prominent brand identificationpossible/ Pengenalan merek yang kuat
• Low cost/ Biaya rendah
• Can create strong impact ofsimple message/ Dapat berefek besar dengan pesan
yang sederhana
• Message can be placed very close to point of sale/ Pesan dapat diletakkan di
dekat lokasi penjualan
• High geographic selectivity/ Alternatif pemilihan letak geografis
• Visible during working hours/ Dapat terlihat pada jam kerja
• Flexible and portable/ Fleksibel dan dapat dipindahkan
 COMMUNICATION MEDIA
Standing Banner

Disadvantages/ kekurangan

• Not as broad as outdoor board (limited target)/

Tidak seluas papan outdoor (target terbatas)
• Creative limitations/ Pembatasan kreatif
• Message must be simple/ Pesan harus sederhana
• Limited audience selectivity/ audiecenya terbatas
• Seldom attracts readers’ full attention/ Jarang
menarik perhatian pemuh pemirsa
• In high potential area, it could be very crowded
with standing banners/ Di area yang berpotensi
tinggi, akan sangat sesak jika dipenuhi dengan
standing banner
 IMC Media Tools
• Internet
- E-active marketing integrates e-commerce program
with more recent that have involved with internet
usage (include social network and blogs)
• Alternative Marketing
- Buzz marketing
- Product placement and branded entertainment
- Life style marketing
 Question and Answer
• Apa yang dimaksud dengan IMC
• Sebutkan tools IMC
• Fungsi tools IMC
 Tujuan Komunikasi
 Membujuk orang untuk berfikir, merasakan atau bertindak
dengan cara tertentu dalam hubungan dengan merek
 Menentukan sasaran secara logis
 Unsur utamanya :

Ketidaksadaran

Kesadaran

Pemahaman

Keyakinan

Tindakan
 MARKETING COMMUNICATION MEDIA
Medium Keunggulan Keterbatasan
Fleksibel, tepat waktu, dipercaya, diterima luas, Tidak awet, mutu reproduksi rendah, pass-
Koran
local market coverage along audience rendah
Gabungan penglihatan, bunyi dan gerak;
Biaya absolut tinggi, high clutter, fleeting
Televisi menggelitik panca indera, atensi tinggi,
exposure, selektivitas audiens kurang
jangkauan luas
Audiens terseleksi, fleksibel, tidak ada pesaing
Direct Mail Biaya agak tinggi, citra surat sampah
dalam medium yang sama, personalisasi
Massa, seleksi geografis dan demografis, biaya Audio saja, atensi rendah ketimbang TV,
Radio
rendah struktur tarif tidak baku, fleeting exposure
Seleksi geografis dan demografis, kredibel dan
Antrian giliran iklan, sebagian sirkulasi sia-
Majalah prestis, reproduksi, berkualitas, awet, goog pass-
sia, tidak ada jaminan posisi iklan
along readership
Fleksibel, exposure berulang, biaya rendah,
Luar Ruang Selektifitas terbatas, kreatifitas terbatas
persaingan rendah
Local coverage bagus, dipercaya, jangkauan Persaingan tinggi, antrian lama, kreatifitas
Halaman Kuning
luas, biaya rendah terbatas
Newsletter Selektifitas tinggi, kendali penuh, biaya rendah Biaya bisa tak terkontrol
Banyak pengguna, peluang untuk sentuhan Biaya relatif tinggi, kecuali menggunakan
Telepon
pribadi sukarelawan
Internet Selektifitas tinggi, interaktif, biaya rendah Media baru dengan pemakai terbatas
Fleksibel, kendali penuh, bisa mendramatisir Produksi berlebihan bisa membuat biaya tak
Brosur
pesan terkontrol
 Why Marketing Management? (1)

Core
Marketing
Concepts
Marketing as a social and
managerial process by
which individuals and
groups obtain what they
need and want through
creating and exchanging
products and value with Fig.1. The Core Marketing Concepts
others