Pendekatan Pemasaran 1-3

Introduction

This tutorial focuses on three marketing approaches discussed in the video: commodity, institutional, and functional approaches. Understanding these strategies is essential for effectively marketing products, especially in the context of demand and supply trends. We will explore each approach, the marketing institutions involved, and their functions, leading to insights on improving marketing efficiency.

Step 1: Understanding the Commodity Approach

• The commodity approach emphasizes the product itself and its characteristics.
• Key aspects to consider:
  • Analyze the market demand for different commodities.
  • Identify attributes that make your product stand out (e.g., quality, price, availability).
  • Research trends in consumer preferences and how they affect commodity sales.

Practical Advice

• Use surveys or market research tools to gather information about customer needs and preferences.
• Monitor competitors and their offerings to position your commodity effectively.

Step 2: Exploring the Institutional Approach

• The institutional approach focuses on the organizations involved in the marketing process.
• Identify the key marketing institutions:
  • Distributors
  • Retailers
  • Wholesalers
• Understand their roles in getting the product to the end consumer.

Practical Advice

• Build partnerships with relevant institutions to enhance distribution channels.
• Evaluate the performance of these institutions to ensure they align with your marketing goals.

Step 3: Analyzing the Functional Approach

• The functional approach looks at the specific marketing functions performed by institutions.
• Key functions include:
  • Promotion (advertising, public relations)
  • Selling (direct sales, online platforms)
  • Distribution (logistics, inventory management)

Practical Advice

• Develop a marketing plan that outlines specific functions and responsibilities.
• Regularly assess the efficiency of each function to identify areas for improvement.

Conclusion

In summary, understanding the commodity, institutional, and functional approaches to marketing is crucial for creating a successful marketing strategy. By analyzing market demands, collaborating with marketing institutions, and optimizing functions, you can enhance the efficiency of your marketing efforts. As you continue to explore these concepts, consider how they apply to your specific market or product, and prepare for the next marketing approaches to be discussed in future content.