Thursday, January 14, 2010

Tujuan Pemasaran

Tujuan pemasaran atau marketing objective, adalah apa yang akan dicapai oleh perusahaan melalui bagian pemasaran
  1. titik awalnya adalah konsumen target
  2. fokusnya adalah kebutuhan konsumen
  3. sasarannya adalah laba melalui kepuasan konsumen
  4. caranya melalui paduan antara promosi dan komunikasi pemasaran -> komunikasi pemasaran terpadu
Kepuasan konsumen akan tercapai apabila perusahaan mampu untuk menyediakan consumer value package, yang berupa :
  1. produknya -> berkualitas dan memenuhi kebutuhan konsumen
  2. harganya -> dapat terjangkau oleh konsumen target
  3. pelayanannya -> kepada konsumen memuaskan
  4. citra produknya -> baik dari sudut pandang konsumen
Apabila kepuasan konsumen tersebut terpenuhi, maka hasil penjualan produknya akan meningkat, dan akhirnya tujuan pemasaran dapat tercapai, yaitu perolehan laba.
Sebaliknya, apabila perusahaan melalaikan kebutuhan konsumen dan hanya berfikir dari sudut pandang produsen saja, kemungkinan hasil penjualan produknya akan menurun, sehingga laba yang diperoleh minim, bahkan dapat terjadi adanya kerugian.
Kepuasan konsumen adalah segalanya bagi perusahaan yang berorientasi kepada pemasaran/marketing

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