MARKETING BISNIS : DEFINISI DAN KONSEP DASAR MARKETING

Marketing adalah
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Bisnis atau perusahaan yang telah berdiri pada dasarnya sangat memerlukan marketing. Marketinglah yang mendatangkan traffic kedalam sebuah bisnis yang sedang beroperasi, marketinglah yang membuat brand anda dikenal di pasar melalui teknik promosi dan branding, serta marketinglah yang membuat produk anda memiliki karakter dan nilai (value) yang kuat saat bersaing di pasaran.

Tanpa marketing produk atau jasa yang dijual oleh perusahaan tidak akan mampu memiliki daya saing di pasaran. Bagaiamana bisa pasar yang begitu luas, dengan berbagai macam produk / jasa didalammnya mampu mengenali produk yang telah anda ciptakan tanta adanya marketing.

Disinilah fungsi dari marketing berperan. Marketing layaknya sebuah lentera atau lilin kecil didalam ruang yang gelap. Marketing mampu memberikan penerangan dan mampu membuat sesuatu terlihat meskipun kegelapan menyelimuti seisi ruangan tersebut. It’s All about Marketing !

APA ITU MARKETING ?

Marketing adalah suatu proses mengidentifikasi, menciptakan dan mengkomunikasikan nilai, serta memelihara hubungan yang memuaskan pelanggan untuk memaksimalkan keuntungan perusahaan. (Hasan (2013:4)).

Kegiatan marketing akan selalu berhubung dengan perkiraan penjualan (forecasting), anggaran biaya (budgeting), hasil penjualan produk / jasa (selling), evaluasi dan pemantauan (evaluating and monitoring).

Dikarenakan dunia marketing selalu bersifat dinamis (cepat berubah) seiring perkembangan zaman. Sehingga, diperlukan adanya pembaharuan ilmu marketing yang wajib dilakukan secara konsisten dan terus menerus.

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KONSEP DASAR MARKETING

Pada dasarnya marketing adalah upaya untuk menerjemahkan ide-ide ke dalam produk dan jasa yang akan dijual agar bisa diterima oleh masyarakat luas, sehingga mampu memenuhi target penjualan perusahaan.

Marketing memiliki 3 (tiga) komponen penting di dalamnya, dimana satu komponen dengan komponen lainnya memiliki hubungan yang saling terkait satu sama lain. Diantaranya :

  1. Konsumen (Customer)
  2. Karyawan (Employees)
  3. Perusahaan (Company)
Marketing Triangle

Jika salah satu dari komponen tidak berjalan dengan baik, maka secara keseluruhan marketing sebagai fungsi pemasaran juga akan bermasalah dalam penerapannya dilapangan. Hasil kolaborasi komponen marketing diatas akan menciptakan Fungsi Marketing, antara lain :

A. MARKETING INTERNAL

Sebelum memasarkan barang dan / jasa ke pasaran luar. Marketing harus mampu meyakinkan seluruh karyawan dibawah manajemen dari level tertinggi sampai ke level terendah. Karyawan perusahaan harus tertanam rasa memiliki dan rasa manfaat atas produk / jasa tersebut. Sehingga timbul lah nilai – nilai pada seluruh karyawan agar secara sukarela mampu menjual dan mempromosikan produk dan jasa diluar perusahaan.

B. MARKETING EKSTERNAL

Fungsi marketing ini merupakan fungsi yang secara umum terjadi. Sejatinya perusahaan melakukan proses penjualan produk / jasa pada konsumen. Semakin banyak transaksi penjualan ke konsumen, maka semakin besar pula keuntungan yang akan diperoleh perusahaan dan berlaku sebaliknya.

Pada marekting eksternal ini produk dan jasa kita akan melakukan penetrasi pasar bersamaan dengan kompetitor sejenis. Fungsi ini menitikberatkan pada aksi dilapangan baik dengan cara direct selling ke konsumen, selling business to business (B2B), maupun selling dengan teknik afiliasi marketing .

Pada fase ini manajemen sebuah bisnis umumnya tidak hanya menuggu traffic pelanggan hadir ke store atau tempat dimana produk / jasa dijual. Melainkan manajemen harus memilik tim khusus force sales yang berfungsi untuk menjemput bola dalam hal ini konsumen, dikarenakan kompetisi pasar yang begitu ketat dan padat.

C. MARTKETING INTERKATIF

Setelah fungsi marketing secara eksternal dan internal telah berjalan, maka secara tidak langsung fungsi interaktif akan muncul. Proses dimana seluruh karyawan perusahaan mampu melakukan penjualan langsung ke konsumen dikarenkan telah tertanam nilai akan rasa memiliki dan manfaat yang sebenarnya dari produk dan / jasa perusahaan tersebut.

Seluruh karyawan dari top manajemen sampai kebawah, telah memiliki rasa memiliki yang begitu besar baik pada produk atau pun jasa. Bahkan mereka tidak akan sungkan untuk menjual dan mempromosikan produk yang dimiliki perusahaan meskipun secara jabatan mereka bukan berasal dari devisi sales marketing.

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KESIMPULAN

Kesimpulannya adalah marketing dalam sebuah bisnis atau perusahaan akan terbentuk dan berfungsi sebagaimana mestinya, apabila 3 komponen (konsumen, karyawan dan perusahaan) diatas mampu terhubung satu sama lain yang membentuk pondasi segitiga dan saling terkoneksi.

Bagi anda yang sudah memiliki bisnis namun secara fungsi marketing belum berjalan. Perlu melakukan pengecekan atas bisnis anda, bisa jadi segitiga dasar marketing dalam bisnis atau perusahaan anda belum terbentuk secara optimal. Dan pada akhirnya belum dapat memberikan keuntungan yang maksimal bagi bisnis / perusahaan yang anda miliki.

Anda terbantu dengan artikel ini ? Silahkan share agar menjadi lebih bermanfaat 😊.


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About F Joanda

Dirutkece adalah brand. Menjadi kebanggan tersendiri untuk saya ketika bisa berbagi banyak hal kepada orang lain.

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