CITY

MARKETIN
G
MANAJEMEN & ADMINISTRASI
RANCANG KOTA
MPWK TRIWULAN II 2009/2010
By md & dik

LATAR BERLAKANG
Permasalahan kota:
External Forces:
Perkembangan teknologi,dll

Internal Forces:
Pertumbuhan & perkembangan kota
Penurunan aktivitas pekotaan di beberapa bagian kota
Peningkatan PAD

Need city marketing

CITY MARKETING?
A city should be marketed in order
to sell the city to a wide market so
that its advantages are known
City marketing selling the city as
a product to customers.
The product or supply is city, the
whole city with unique
characteristic that can not be
generalize to other city image

Target groups:

Residents
Visitors
Investors
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Marketing
Means

What is Marketing?
Needs, wants,
and demands

Markets

Core Marketing
Concepts

Exchange,
transactions and
relationships

Products and
services

Value,
satisfaction,
and quality

Market segmentation, targeting, and positioning

Market
Targeting:

Market
Positionin
g:

1.Identify
bases for
segmentin
g the
market

1.Develop
measures
of
segment
attractive
ness

1.Develop
positionin
g for each
target
segment

2.Develop
profiles of
resulting
segments

2.Select the
target
segment
(s)

Market
Segmentat
ion:

2.Develop
marketing
mix for
each
target
segment

Consumer Behavior
(Market Segmentation)
Bases for Market Segmentation
Geographic
Demographic
Socio Economic
Psycographic
Behavior Patterns
Concumption patterns
Consumer Predispositions

Cara mengukur Persepsi pasar:

Salah satunya dengan cara
familiarity favorability measurement:

Never
heard
before

Heard of
little bit

Know a
little
amount

Know a fair Know very

amount
well

Very
unfavorable

Somewhat
unfavorable

Indifferent

Somewhat
favorable

Very favorable

Web Site

Smart Card
Prepaid card for
tourist to access
tourism
attractions and
facilities

Tugas kecil
Cari penerapan city marketing di berbagai daerah Indonesia
Lokasi & ulasan tidak boleh sama jika ya,
nilai 0
Serta jawab pertanyaan pada slide berikut sebagai
paduan mengulas artikel
Format: 1 lembar A4, Arial 11, spasi 2, nama dan
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Tugas dikumpul-dipresentasikan kamis, 14/01/10

CITY MARKETING
(pertanyaan)

Apa jenis atraksi/aktivitas yang menjadi unggulan pada

asset yang ada di kota tersebut?
Bagaimana strategi mempromosikan asset yang ada
sehingga menarik investor untuk datang?
Jelaskan bagaimana pembiayaan operasionalisasi atas
asset yang sudah desain?
Menurut anda, apakah asset tersebut layak untuk
dipasarkan sampai dengan tingkat Asia? Mengapa?
dll

Kerangka berpikir strategis

Daftar Pustaka

Kotler, Philip, Irving Rein, Donald H. Haider (1993).

Marketing Places: Attracting Investment, Industries, and
Tourism to Cities, Region and Nations. New York: The
Free Press
Kotler, Philip, Michael Alan Hamlin, Irving Rein, Donald
H. Haider (2002). Marketing Asian Places: Attracting
Investment, Industries, and Tourism to Cities, Region
and Nations. Singapore: John Wiley & Sons
Ward, Stephen (1998). Selling Places: The Marketing
and Promotion of Town and Cities 1850-2000. New
York: E & FN Spon
Weaver, David and Martin Oppermann (2000). Tourism
Management. Milton: John Wiley & Sons Australia, Ltd.