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Strategi Penerapan Marketing Mix

By admin - Mon Apr 30, 5:06 pm

Marketing mix adalah suatu strategi marketing yang menekankan bagaimana cara menjual produk seefektif mungkin. Marketing mix dilakukan dengan mengumpulkan data-data, baik melalui proses proses komputerisasi maupun data yang dikoleksi berdasarkan langganan, agar proses penjualan berjalan lancar. Dengan perkataan lain marketing mix adalah merupakan variabel-variabel yang dipergunakan oleh setiap perusahaan, sebagai sarana untuk memenuhi kebutuhan dan keinginan para konsumen. Jadi marketing mix itu sendiri terdiri atas himpunan variabel-variabel yang dapat dikendalikan dan digunakan oleh perusahaan untuk mmempengaruhi tanggapan konsumen dalam pasar sasarannya.

Marketing mix

Marketing mix adalah suatu istilah yang menggambarkan seluru unsur pemasaran dan paktor produksi yang dikerahkan guna mencapai tujuan badan usaha, Minsalnya laba, penghasilan, harta yang ditanam, omzet penjualan, dan bagian pasar yang ingin direbut. Komponen-komponen marketing mix tersebut adalah cap dagang, jenis barang, pembungkus, dan pelayanan. Komponen-komponen lainnya adalah adalah penjualan, pengawasan, pengangkutan, saluran distribusi, dan sebagainya..Kegunaan marketing mix bagi perusahan adalah dapat membuat membuat perencanaan dibawah suatu garis kebijaksanaan. kebijaksanaan dalam hal ini perusahaan perusahaan tidak ketinggalan dalam menentukan kebijaksanaan dalam persaingan untuk menguasai pasar. Adapun manfaat untuk mempelajari marketing mix adalah untuk mengarahkan kombinasi mana saja yang sesuai dengan kebutuhan perusahaan dalam membuat program.

Marketing mix mempunyai beberapa factor yang mempengaruhi, yaitu factor produk, factor penjualan dan factor pendistribusian.

  1. Product. Yang penting diperhatikan dalam desain dan produk jasa adalah atribut yang menyertai, seperti: sistem, prosedur dan pelayanannya. Desain produk dan jasa juga memperhatikan hal-hal yang berkaitan dengan ukuran bentuk, dan kualitas.
  2. Price. Pengertian harga dalam produk dan jasa, berupa kontra prestasi dalam bentuk barang/ jasanya.
  3. Promotion. Kegiatan promosi pada produk dan jasa pada umumnya dilakukan melalui iklan di media masa, atau televisi. Konsep kegiatan promosi secara menyeluruh meliputi advertising, sales promotion, public relation, sales trainning, marketing research and development.

Anda juga harus mengerti strategi tentang penentuan harga. Ketika suatu perusahaan telah menetapkan harga dasar dari suatu produk barang atau jasa maka perusahaan dapat menentukan strategi harga dengan mempertimbangkan berbagai faktor seperti harga kompetitor, tujuan perusahaan dan daur hidup produk. Strategi tersebut dapat digunakan untuk produk yang baru maupun yang lama sesuai dengan situasi dan kondisi yang ada.

Marketing mix harus mampu dijalankan dengan strategi penentuan harga yang tepat, begitupun penentuan harga pada produk baru. Beberapa hal yang perlu diperhatikan adalah sebagai berikut:

  1. Skimming Price. Strategi skimming adalah menetapkan harga awal yang tinggi ketika produk baru diluncurkan dan semakin lama akan terus turun harganya. Contoh handphone, laptop, komputer, dan lain sebagainya.
  2. Penetration Price / Harga Penetrasi. Strategi harga penetrasi adalah menentukan harga awal yang rendah serendah-rendahnya atau murah dengan tujuan untuk penetrasi pasar dengan cepat dan juga membangun loyalitas merek dari pada konsumen. Contoh: tarif layanan operator baru three / 3, mie selera rakyat, so klin MB, dan lain-lain.

Selain itu ada strategi untuk menentukan harga yang mempengaruhi psikologis konsumen, yaitu:

  1. Prestige Pricing / Harga Prestis. Strategi harga Prestige Price adalah menetapkan harga yang tinggi demi membentuk image kualitas produk yang tinggi yang umumnya dipakai untuk produk shopping dan specialty.
  2. Odd Pricing / Harga Ganjil. Strategi harga odd price adalah menetapkan harga yang ganjil atau sedikit di bawah harga yang telah ditentukan dengan tujuan secara psikologis pembeli akan mengira produk yang akan dibeli lebih murah.
  3. Multiple-Unit Pricing / Harga Rabat. Strategi harga multiple unit price adalah memberikan potongan harga tertentu apabila konsumen membeli produk dalam jumlah yang banyak.
  4. Price Lining / Harga Lini. Strategi harga lining pricing adalah memberikan cakupan harga yang berbeda pada lini produk yang beda.
  5. Leader Pricing / Pemimpin Harga. Strategi harga leader price adalah menetapkan harga lebih rendah daripada harga pasar / harga normal untuk meningkatkan omset penjualan / pembeli. 

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