Dosen: Dr. Ir. Arif Imam Suroso, MSc (CS)

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SIM UAT – ANNISA RAHMA HERDYANA

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CASE STUDY CHP 6 CASE 1 ANNISA HERDYANA

Based on Lecture by Prof. Dr. Ir. Ujang Sumarwan, MSc

Marketing Class Notes February 28th, 2012 | MB-IPB R-47

Communication Mix

  • Direct Marketing
  • Personal Selling
  • Advertising
  • Sales Promotion
  • Publicity & Public Relations

Marketing Communication

  • Mass Communication –> advertising, sales promotion, publicity and public relations
  • Personal Communication –> direct marketing & personal selling

Appeals Used in Advertising

  • Unique Selling Proposition
  • Slice of Life
  • Comparative Advertising
  • Testimonial
  • Lifestyle
  • Demonstration
  • Fear Appeal
  • Sex Appeal
  • Humor Appeal

Inspirational Words

  1. “Although it seems quite simple, people don’t realize how big the chocolate industry is…”
  2. “Behind a product that makes you full and happy, there is a long history of cruel rivalry war.”

Marketing Concepts

  • Diferensiasi produk melalui brand extension, dimana Mars mengeluarkan berbagai macam brand permen dan cokelat seperti Mars Bar, Snickers, M&M dan lain-lain, sedangkan Hersheys mengeluarkan brand  seperti Hershey’s Kisses, Reese Bar, Milky Way, dan lain-lain

    Classic Hershey's Chocolate BarMars Bar

  • Untuk menyaingi Hershey yang telah merebut posisi pertama market share di Amerika Serikat, Mars meluncurkan strategi distribusi dengan mengembangkan sayapnya ke benua lain, dan bahkan memanfaatkan jalur distribusi di Arab dan Kuwait untuk memasok kebutuhan militer Amerika Serikat saat perang teluk
  • American Troops fighting in Gulf War

  • Positioning Godiva Chocolatier sebagai penyedia gourmet chocolate yang dibuat dari bahan-bahan terbaik dan dikemas secara apik memungkinkannya untuk memberi harga premium pada seluruh produknya
  • Salah satu outlet Godiva Chocolatier di Hong Kong

  • Bagaimana M&M menggunakan promosi untuk meningkatkan market share mereka –> meluncurkan M&M Oscars edition yang disertakan dalam goodiebag yang akan dibawa pulang oleh para undangan Academy Awards; mempelopori penggunaan animated commercial dengan karakter kartun yang memorable dan disukai anak-anak

    Academy Awards M&M GiftBox

Jawaban Pertanyaan untuk Kelompok Orange

To download the PDF file of Orange Group’s answers to the questions asked during our presentation last Tuesday, please click the link listed  above 🙂

Hop on to Touche! Interior Design link listed on the navigation menu above to see more and know more 🙂

 

Based on Lecture by Prof. Dr. Ir. Ujang Sumarwan, MSc

Marketing Class Notes February 10th, 2012 | MB-IPB R-47

Different from firms that solely sell goods, service firms deal with unique characteristics of service, which are:

  1. Lack of ownership
  2. Intangibility
  3. Inseparability
  4. Perishability
  5. Heterogeneity

And, to certain extent, managing services are more complicated than managing products. Thus, the service marketing mix not only involves analyzing the core 4P’s of marketing (product, price, place and promotion), but also the extended marketing mix (3P’s, consisting of people, process and physical evidence). To take a closer look at service marketing, below is a brief insight on these additional 3P’s:

  • People
  • An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organisation wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the employees they interact with. Therefore, staff should have the appropriate interpersonal skills, aptitude, and service knowledge to provide the service that consumers are paying for.
  • Process
  • This aspect refers to the system(s) used by an organization to deliver its service.
  • Physical Evidence
  • Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organisation. Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organisations perceptual plan of the service.

The Extended Marketing Mix

 

To further illustrate the application of the extended marketing mix, let’s take an example:

McDonald’s

  • People
  • McDonald’s apply SOP (standard operating procedure) as to how their staff should greet and serve their customers, with an emphasize on smile and care.
  • Process
  • McDonald’s restaurant outlets are always located in strategic locations to ease their customers’ access to the restaurant. McDonald’s also has SOPs on service speed, to ensure that the waiting time and queue is minimized.
  • Physical Evidence
  • McDonald’s halal and ISO certifications are part of physical evidences that they offer to their customers to ensure their credibility & qualifications

McDonald's Logo

 

McDonald's Staff

Studi Kasus O’Brien Sistem Informasi Manajemen (SIM)

(Rabu, 07 Februari 2012)

Sistem informasi merupakan teknologi penting dalam manajemen perusahaan yang berhubungan dengan aktivitas seseorang dalam berkomunikasi. Untuk dapat mengembangkan suatu sistem informasi ke orang banyak, diperlukan teknologi informasi yang sesuai dengan karakteristik perusahaan sehingga dapat meningkatkan efisiensi dan efektivitas secara signifikan.

Studi kasus yang dibahas dalam tugas pertama ini mengenai dasar-dasar informasi dalam bisnis dan persaingan dengan menggunakan teknologi yang terdapat dalam buku Management Information Systems tahun 2010 oleh James O’Brien. Tugas ini  berisi contoh-contoh kasus di dunia, yang disusun oleh:

Kelompok III (Orange)

Annisa Rahma Herdyana P056111051.47
Dian Lestari Pujiastuti P056111131.47
Euis Solihah P056111161.47
Leonardus Nikolas P056111261.47
Nur Shabrina P056111301.47
Raden Pradizta Romadona P056111321.47
Regawa Indramahardhika Gadas P056111331.47
Resti Nurianingsih P056111341.47
Ridwan Idham P056111351.47
Sheila Nuraisha Hanif P056111381.47

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