3Tugas Kelompok : 1. Presentasi per chapter 2. Presentasi Marketing PlanBuku Wajib :Kotler, Keller, Marketing Management, edisi 14, 2012
4Penilaian Partisipasi : 10% Nilai Presentasi Individual : 20% Nilai Presentasi Kelompok : 10%UTS : 30%UAS : 30%
5All of the above, plus much more! What is Marketing…??Selling?Advertising?Promotions?Making products available in stores?Maintaining inventories?All of the above, plus much more!
6Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large. (American Marketing Association, dalam Kotler dan Keller, 2012)
7Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others (Kotler and Keller, 2012)
8Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
9Simple Marketing System CommunicationIndustry(a collectionof sellers)Marketof Buyers)Goods/servicesMoneyInformation
11What is Marketed? Experiences Events Properties Organizations PersonsExperiencesEventsPropertiesOrganizationsInformationIdeasServicesGoodsExperiences include a trip to Disney World, Fantasy baseball camp, a cruise.Events can include trade shows, the Olympics, Super Bowl, etc.Properties include real estate as well as stocks and bonds.Organizations use marketing to connect with their target market.Information is marketed by universities, textbook publishers, newspapers, etc.Ideas include “Friends don’t let friends drive drunk”Places
12What is Marketed?1. Goods – Physical products, consumer products, consumer durables, etc. 2. Services – Transport, repair & maintenance, legal, financial, consultancy, hotel, specialised skills, professionals, 3. Events – Trade shows, sports, world cups, vintage car rally, fashion shows, artistic performance, annual functions, event management, etc. 4. Experiences – Theatres, opera, Disney-world, trekking, mountaineering, ocean cruise, cinema, music concerts, etc. 5. Persons – Celebrity marketing, film stars, politicians, artists, performers, advertisers, and now also CEOs of companies. 6. Places – Cities, states, countries for tourism, leisure & place for industrialisation, real estate agents & business
13What is Marketed?7. Properties – Ownership of tangible properties like real estate, house, apartment, farm house, precious metals and intangible properties like financial portfolio of various securities, stocks, bonds. 8. Organisation – Building up identity, image, reputation, and brand value in the minds of consumers. 9. Information – It can be produced, packaged & marketed as a product – text books, encyclopaedias, magazines & journals on literature, science, technology, medicine info, available thru internet 10. Ideas – The concept regarding a utility, business opportunity, advertising / marketing ideas, scientific & technical, social, financial, psychological etc.
14Core Marketing Concepts Target Markets, Positioning, and SegmentationNeeds, Wants, and DemandsOfferings and BrandsValue and Satisfaction
17Core Concepts of Marketing Based on :Needs, Wants, Desires / demandProducts, Utility, Value & SatisfactionExchange, Transactions & RelationshipsMarkets, Marketing & Marketers.
18Needs, wants, and demands; Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang MenguntungkanNeeds, wants, and demands;Needs are states of felt deprivation.All humanity have the same needs;Physical needs: Food, clothing, shelter, safety.Social needs: Belonging, affection.Individual needs: Learning, knowledge, self-expression– food ( is a must )Wants; are needs shaped by culture and individual personalityWant – Pizza, Burger, French fry's ( translation of a need as per our experience )Demand – Burger ( translation of a want as per our willingness and ability to buy )1818
19Penawaran Pasar (Marketing Offer) Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang MenguntungkanPenawaran Pasar (Marketing Offer)consumer needs and wants are fulfilled through a marketing offer, which is some combination of products, services, or experiences offered to a market to satisfy a need.Valuethe value or benefits the customers gain from using the product versus the cost of obtaining the product.SatisfactionBased on a comparison of performance and expectations.Performance > Expectations => SatisfactionPerformance < Expectations => Dissatisfaction1919
20Exchange, transactions, and relationships The act of obtaining a desired object from someone by offering something in return.Transaction :consists of a trade values between two parties.Relationship :The goal of marketers is to build solid relationship with customers and retaining them by delivering superior value.MarketsThe set of all actual and potential buyers of a product. Sellers must search for buyers, both buyers and sellers are carried out by marketing
21Who is Responsible for Marketing? Entire OrganizationMarketing DepartmentChief Marketing Officer(CMO)CMOs must have strong quantitative skills, to accompany their qualitative skills. Must be entrepreneurial as well as a team player. However, the CMO nor the marketing department can be solely responsible for marketing. It must be undertaken by the entire organization.David Packard of Hewlett-Packard is quoted as saying: “Marketing is far to important to be left to the marketing department.”
22Marketing Concepts Production Product Selling Marketing Holistic QualityInnovationCreate, deliver, and communicate valueProductionProductSellingMarketingHolisticMass productionMass distributionUnsought goodsOvercapacityThe five distinct marketing concepts are: Production, Product, Selling, Marketing, and Holistic. These philosophies have evolved over time and began with the production concept. The evolution of a new marketing concept does not mean that all companies are changing. Many companies continue to operate under the production concept.Under a production philosophy the company will seek to mass produce products and to distribute them on a wide scale. The belief is that consumers prefer products that are widely available and inexpensive.The product concept proposes that consumers prefer products that have higher quality, performance, or are more innovative. Often, managers focus too much on the product (a better mousetrap) but this does not always equal success.The selling concept argues that members of a market will not purchase enough product on their own so companies use the “hard-sell” to increase demand. Typically used with unsought goods such as insurance or cemetery plots, or when companies face overcapacity.The marketing concept first emerged in the 1950’s and focuses more on the customer with a “sense-and-respond” attitude. Companies that have embraced the marketing concept have been shown to achieve superior performance than competitors.The holistic concept takes a philosophy that everything matters in marketing. Figure 1.3 (next slide) outlines the Holistic Marketing Concept.
23Company Orientations Towards the Marketplace Consumers prefer products that arewidely available and inexpensiveProduction ConceptConsumers favor products thatoffer the most quality, performance,or innovative featuresProduct ConceptConsumers will buy products only ifthe company aggressivelypromotes/sells these productsSelling ConceptFocuses on needs/ wants of targetmarkets & delivering valuebetter than competitorsMarketing Concept
24Pemasaran secara keseluruhan (holistic marketing) merupakan ide dimana pemasaran merupakan segalanya, dikatakan bahwa organisasi yang sukses harus memiliki pendekatan secara menyeluruh pada pemasaran dimana semua bagian dari organisasi memfokuskan untuk bagaimana meningkatkan nilai tambah bagi pelanggan dan bagaimana mengkomunikasikan nilai tersebut kepada pelanggannya.
26Relationship Marketing Relationship marketing seeks to build mutually beneficial, long-term relationship with key constituents in order to earn and retain their business. The four key constituents are: customers, employees, partners, and member of the financial community. Attracting a new customer can cost five times as much as retaining existing customers so building long-term relationships makes financial sense for the company.Marketing networks consist of the company and its supporting stakeholders who have built a mutually profitable business relationship.Build long-term relationshipsDevelop marketing networks
27Integrated Marketing Create, communicate, and deliver customer value Integrated marketing holds that all activities undertaken by the company should create, communicate, and deliver value. Further, all new activities should take into consideration all other marketing activities.
28Internal MarketingInternal marketing is the task of hiring, training, and motivating able employees to serve customers well. You can’t promise excellent service if you can’t deliver excellent service.
29Performance Marketing Social ResponsibilityMarketers must understand both the financial and nonfinancial returns to a business and society from marketing programs and activities. Financial accountability involves the justification of marketing expenditures in terms of financial returns. But they must also think about the ethical, environmental, legal, and social aspects of their activities.Financial Accountability
34Faktor-faktor yang Mempengaruhi Strategi Perusahaan TargetConsumersProductPlacePricePromotionImplementationMarketingPlanningControlAnalysisCompetitorsIntermediariesPublicsSuppliersDemographic-EconomicEnvironmentTechnological-NaturalPolitical-LegalSocial-Cultural
3510 dosa pemasaranPerusahaan tidak berfokus pada pasar dan tidak digerakkan oleh pelanggan pada tingkat yang memadaiPerusahaan tidak sepenuhnya memahami pelanggan sasarannyaPerusahaan perlu menentukan dan memantau pesaingnya dengan lebih baikPerusahaan belum mengelola hubungan dengan pemangku kepentingan (stakeholder)nya secara benarPerusahaan kurang lihai dalam menentukan peluang-peluang baruRencana pemasaran dan proses perencanaan perusahaan burukKebijakan-kebijakan produk dan jasa perusahaan memerlukan pengetatanKeahlian komunikasi dan pembangunan merek perusahaan lemahPerusahaan tidak terorganisasi dengan baik untuk menjalankan pemasaran secara efektif dan efisienPerusahaan tidak memaksimalkan pemanfaatan teknologi.