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Manajemen dan Konsep Dasar Pemasaran

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  • , Rahmadana

Abstract

Manajemen Pemasaran adalah perencanaan, pelaksanaan, dan pengendalian operasi pemasaran total, termasuk perumusan tujuan pemasaran, kebijakan pemasaran , program pemasaran dan strategi pemasaran, yang ditujukan untuk menciptakan pertukaran yang dapat memenuhi tujuan individu maupun organisasi. Definisi tersebut menyiratkan bahwa tujuan pemasaran adalah memuaskan kebutuhan pelanggan. Oleh karena itu, tantangan pertama dalam manajemen pemasaran adalah mendapatkan sejumlah pelanggan, kemudian mengidentifikasiakn kebutuhan dan keinginan mereka sehingga barang dan jasa dengan harga tertentu, ditawarkan melalui distribusi tertentu, dan dikomunikasikan dengan cara tertentu. Empat unsur pokok untuk menyusun program dan strategi pemasaran disebut bauran pemasaran (marketing mix), terdiri atas produk,harga,distribusi dan promosi.

Suggested Citation

  • , Rahmadana, 2022. "Manajemen dan Konsep Dasar Pemasaran," OSF Preprints p93zv, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:p93zv
    DOI: 10.31219/osf.io/p93zv
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