MANAJEMEN

vs
MARKETING
DR. HASYIM, SE., M.ED

Hasyim Ahmad ©
FUNGSI-FUNGSI MANAJEMEN
PILAR MANAJEMEN
PILAR DAN FUNGSI MANAJEMEN
DALAM
PERUSAHAAN/ORGANISASI
PEMASARAN

SDM MARKETING

OPERASIONAL POACE KEUANGAAN

FINANCE OPERASONAL

SDM

Hasyim Ahmad ©
 The Definition of Management

Management is the attainment of organizational goals in an effective

and efficient manner through planning, organizing, leading, and
controlling organizational resources (Roobins &Coulter: 2009)

Managers get things done through the organization

Create right systems and environment
Organizations need good managers

COPYRIGHT ©2012 BY SOUTH-WESTERN, A DIVISION OF CENGAGE LEARNING. ALL RIGHTS RESERVED. Hasyim Ahmad
3 ©
The Process of Management

COPYRIGHT ©2012 BY SOUTH-WESTERN, A DIVISION OF CENGAGE LEARNING. ALL RIGHTS

RESERVED. Hasyim Ahmad © 4
Mengapa perlu memahami manajemen?
• MENENTUKAN ARAH ORGANISASI/PERUSAHAAN
1

• MEMAHAMIKEKUATAN SUMBERDAYA YANG DIMILIKI

2-3 • MENGALOKASIKAN SUMBERDAYA SECARA EFISIEN DAN EFEKTIF

• MENGANTISIPASI PERUBAHAN LINGKUNGAN

4

• MENCIPTAKAN PROFIT
5

• MENJAGA SUSTAINABILITAS
6

Hasyim Ahmad ©
EVOLUSI MANAJEMEN MARKETING

GDL SDL
*)services dominan logic
*) Goods dominan Logic **) orientasi pada kepuasan
konsumen
**)orientasi pada kualitas
barang tangibles ***) Fokus pada Konsumen
***)Fokus pada produsen

Hasyim Ahmad ©
METODE PEMASARAN
•Barter
•Harga kesepakatan
• tatap muka

TRADISIONAL SWALAYAN ONLINE

•Penggunan mata uang •Penggunaan mata uang

•Harga ditetapkan •Harga kesepakatan/tawar
•Tidak ada tawar menawar menawar
• semi tatap muka •Tidak ada tatap muka/teknologi

Hasyim Ahmad ©
METODE PEMBAYARAN

BARTER CASH TRANSFER ?

Hasyim Ahmad ©
METODE PROMOSI

• DOOR TO KON • LEAFLET

TRA DOOR •MEDSOS
DISIONAL • WOM
VEN • BILLBOARD MODERN
SIONAL • ETC

Hasyim Ahmad ©
PORTFOLIO
PRODUK YANG DITAWARKAN

JASA/SERVICES
(INTANGIBLE
GOODS)

BARANG (TANGIBLE EXPERIENCE/LEISURE

GOODS) ECONOMY

Hasyim Ahmad ©
MANAJEMEN MARKETING

PEMASARAN

OPERASIONAL POACE KEUANGAAN

SDM

Hasyim Ahmad ©
DEFINISI MARKETING

Marketing is the activity,

conducted by organizations and
individuals, that operates through
a set of institutions and processes
Marketing for creating, communicating,
delivering, and exchanging market
offerings that have value for
costumers, clients, marketers, and
society at large (AMA:2007)

Hasyim Ahmad ©
PROSES MARKETING

Choosing
target
market
CREATING COMMUNICATING DELIVERING EXCHANGING

Need
Wants
Expectation

Hasyim Ahmad ©
ORIENTASI MARKETING
Creating communicating Delivering Exchange
Choosing
target
market

Product
and Price
Promotion Need
Distributing
Wants
Expectation
Selling

Hasyim Ahmad ©
BAURAN PEMASARAN
(Kottlers and Keller:2009)

•Productvariety
•Quality PRODUCT
•Design
•List Price
•Features
•Discounts
•Brand name
•Allowances
•Packaging
•Payment Period
•Size
•Credit terms
•Services
•Warranties
•Reurns PROMOTION
BAURAN PRICE
PEMASARAN

•Channels
•Coverage
•Sales Promotion •Assortments
•Advertising •Location
•Sales Force •Inventory
PLACE
•Public Relation •Transport
•Direct Marketing

Hasyim Ahmad ©
7 P vs 7C
Product
Price
Promotion
Place
People
Process
Physical evidence

Hasyim Ahmad ©
MARKETING MIX
Price:
Place:
List
Channels
Discount
Payment period Location
Credit terms transportation

Product: Promotion:
Quality Variety sales promotion
Design Features Advertising
Brand Package Public relation
Size Services Marketing Direct marketing

mix

Hasyim Ahmad ©
PELAKU PASAR DAN KEKUATAN UTAMA DALAM
PASAR ( 7C)

COMPETITOR/PESAING

CENTERED/ COMPANY/ CHANNEL/ CONSUMERS/

PEMASOK PERUSAHAAN DISTRIBUTOR KONSUMEN

COMPLEMENTER/
PENDUKUNG

CHANGE /LINGKUNGAN

Hasyim Ahmad ©
THANK YOU
DR. Hasyim, SE.,M.Ed
Jakarta
September 2017