Entrepreneurial Customer Relationship

Service quality

1. Reliability; providing service as promised, dependability in handling customer's service
problem

2. Assurance; employers who instill confidence in customers, making customers feel safe in.
their transaction, employees who are consistently courteous, employees who have the

knowledge to answer customer questions.

3. Responsiveness; keeping customer informed on when service will be performed, prompt

service to customers, willingness to help customers, readiness to repond to customers'

request.

4. Emphathy; giving customer individual attention, employees who deal with customers in a

caring fashion,

5. Tangibles; modern equipment, visual appealing facilities, employees who have a neat.

Customer Decision Making Unit

1. Inisiator penginisiasi

2. Influencer pendukung

3. Decider pengambil keputusan

4. Buyer pembeli

5. User pemakai


Assessing Customer Satisfaction

Satisfaction GAP- mengandung unsur kekecewaan/kepuasan


Customer relation management

Roadmap to success

Customer aquisition - customer satisfaction - customer loyalty - customer retention


Cutomer benefit (yang didapat customer) = customer value (nilai yang dijanjikan kepada
customer) - customer cost (harga yang harus dibayar customer)


Customer database
Companies can use their database in 5 ways;
1. To identify prespects
2. To decide which customers should receive a particular offer
3. To deepen customer loyalty and retention
4. To reactive customer purchases
5. To avoid serious customer mistakes.

Entrepreneural Marketing "Channel"

"Ngga butuh modal untuk menjadi kaya"

"Network is the key to become sucsess"

Self networking; parents, siblings, family (komunitas), teman, others
Bis networking; employees, supplier, customer.goverments, other

Interorganizational
- ownership : keuntungan di bagi sama rata sama juga dg tanggung jawabnya
- joint venture : perusahaan yang sudah mapan digabungkan
- strategic aliance : dilakukan secara rutin dan kerjasama berlangsung lama
- partnership : sistem kontrak dan rekan kerja dalam proyek
- outsourcing : resiko kecil, keuntungan lebih besar, tidak ada kontrak

The jigsaw of network organizatiion:
- comitments & interdependence
- power
- social norms
- trust


Channel

B to B
Direct lgs ke customer
Indirect lewat channel

B to C
Direct
Semi indirect
Full indirect

Alternative channel system
Direct chanel systerm
Mix channel system
Indirect channel system

Direct chanel system
Direct sales customer datang ke PT
Online; via internet
Direct marketing PT mendatangi customer
Telemarketing melalui telepon
Agent representative

"Brick and Click Companies"

Entrepreneural Product, Pricing and Branding

Product innovation
Produk klasifikasi
Barang non durable(tidak tahan lama / bisa habis; makanan minyak wangi), durable (tidak bisa habis tp bisa rusak; handphone dll)
Jasa

Level produk
~ Core : tidak lengkap bila ingin harus menambah
~ Tangibla : barang yang bisa kita pegang
~ Augmented : paket
~ Communicated : standart yang dijual (kebanggaan)

Product innovativeness
~ Product newness to the firm (produk innovative yang baru)
~ Market Newnessto the firm (ke market yang baru)
~ Product superiority to the customer (kebanggaan akan produk)
~ Adoption difficulty to the customer (kemudahan yang didapat dari innovasi proses pembelian)

Product Differentiation

~ Performance (inovasi produk)
~ Consistency (konsisten)
~ Reliability (bisa diterima)
~ Durability (tahan lama)
~ Compatibility (sesuai kebutuhan)

~ Ease of Use
~ Technological design
~ Degree of customization
~ Form
~ Style
~ Packaging




Entrepreneurial Pricing
~ Five characteristic of price
~ Value (mengapa nilai suatu produk tinggi)
~ Variable (bervariasi)
~ Variety (harga tergantung macam produk)
~ Visible (membandingkan harga)
~ Virtual (sesuai ketentuan)


Factors Chat Influence Pricing
~ Cost of Goods
~ Demand for Product/service
~ Competition
~ Market Pricing
~ Customer Perceptions
~ Margin Standards
Factors Influenced by Pricing
Sales Volum (unit penjualan)
Sales Revenue
Market Share (perhitungan total pendapatan)
Company Image (jika berjualan produk murah image menjadi barang kelas bawah)
Profitability

Entrepreneural vs. Trading Pricing
~ Market Based vs. Cost Based (perhitungan harga mengikuti pendapat pangsa pasar; produk inovatif tetapi diminati oleh customer)
~ Pro-active vs. Re-active
~ Risk Assumptive vs. Risk Aversive
~ Flexible vs. Standardized
~ Skimming Pricing vs. Penetration Pricing (menyesuaikan harga terhadap pasar)

Pricing Practical
Price Discount
~ Cash Discount
~ Quantity Discount
~ Seasonal Discount

Differentiated Pricing
~ Product Form Pricing
~ Location Pricing (perbedaan harga karena lokasi)
~ Time Pricing (harga berbeda karena waktu pembelian)

Brand Elements
~ Memorable (nama brand mudah diingat, bisa diterima)
~ Meaningful (bermakna)
~ Likeability (mudah disukai)
~ Transferable
~ Adaptable (kecocokan)
~ Protectable (terlindungi)

Brand Dimension
~ Brand Awareness
Recognition
Recall
~ Brand Image
Attribute (tulisan, warna, huruf pada brand)
Benefit