Marketing within communication
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Transcript of Marketing within communication
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Muhamad Sulhan, SIP, MSiJurusan Ilmu Komunikasi
FISIPOL- UGM
Harga Mati Marketing ‘within’ Komunikasi: Catatan Kritis Tentang Relasi
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Formula Sukses Komunikasi Pemasaran ?
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Proses KomunikasiMODEL
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include creating a common perception, changing behaviors and acquiring
information.
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ASPEKMarketing 1.0
Product-centric marketing
Marketing 2.0 customer-oriented
marketing
Marketing 3.0 values-driven
marketing
Konsep kunci pemasaran
Pengembangan produk
diferensiasi Nilai-nilai
Panduan pemasaran perusahaan
Spesifikasi produk Positioning perusahaan dan produk
Visi, misi, dan values dari perusahaan
Nilai yang dijual perusahaan
Fungsional Fungsional dan emosional
Fungsional, emosional, dan spiritual
Interaksi dengan konsumen
Transaksional yang bersifat top-down (one to many)
Hubungan intimasi yang bersifat one-to-one
Kolaborasi antarjenjang konsumen (many-to-many)
(Kartajaya, 2010: 16)
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StakeholdersPublikUsersAudiensPelangganKonsumen
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humanisme diantara hingar bingar kapitalisme ?
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mari berdiskusi ...
“Focusing your business simply on giving the customer what he wants can be dangerous !”
(Ranjay Gulati, 2010)