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UNDERSTANDING MARKETING MANAGEMENT by : Renny R (2013)

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1 UNDERSTANDING MARKETING MANAGEMENT by : Renny R (2013)

2 Silabi Manajemen Pemasaran
1. Understanding MM 2. Customer value, satisfaction and Loyalty 3. Analyzing consumers market 4. Market Segments & Targets 5. Brand Equity 6. Brand Positioning 7. Dealing with competition 8. Setting product strategy 9. Pricing Strategy 10. Marketing Channels 11. Communicating value 12. Presentasi Marketing Plan

3 Tugas Kelompok : 1. Presentasi per chapter
2. Presentasi Marketing Plan Buku Wajib : Kotler, Keller, Marketing Management, edisi 14, 2012

4 Penilaian Partisipasi : 10% Nilai Presentasi Individual : 20%
Nilai Presentasi Kelompok : 10% UTS : 30% UAS : 30%

5 All 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!

6 Marketing 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)

7 Marketing 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)

8 Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

9 Simple Marketing System
Communication Industry (a collection of sellers) Market of Buyers) Goods/services Money Information

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11 What is Marketed? Experiences Events Properties Organizations
Persons Experiences Events Properties Organizations Information Ideas Services Goods Experiences 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

12 What 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

13 What 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.

14 Core Marketing Concepts
Target Markets, Positioning, and Segmentation Needs, Wants, and Demands Offerings and Brands Value and Satisfaction

15 Core Marketing Concepts
Marketing Channels Supply Chain Marketing Environment Competition

16 Core Marketing Concepts
PENERBIT ERLANGGA 16

17 Core Concepts of Marketing
Based on : Needs, Wants, Desires / demand Products, Utility, Value & Satisfaction Exchange, Transactions & Relationships Markets, Marketing & Marketers.

18 Needs, wants, and demands;
Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan Needs, 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 personality Want – 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 ) 18 18

19 Penawaran Pasar (Marketing Offer)
Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan Penawaran 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. Value the value or benefits the customers gain from using the product versus the cost of obtaining the product. Satisfaction Based on a comparison of performance and expectations. Performance > Expectations => Satisfaction Performance < Expectations => Dissatisfaction 19 19

20 Exchange, 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. Markets The set of all actual and potential buyers of a product. Sellers must search for buyers, both buyers and sellers are carried out by marketing

21 Who is Responsible for Marketing?
Entire Organization Marketing Department Chief 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.”

22 Marketing Concepts Production Product Selling Marketing Holistic
Quality Innovation Create, deliver, and communicate value Production Product Selling Marketing Holistic Mass production Mass distribution Unsought goods Overcapacity The 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.

23 Company Orientations Towards the Marketplace
Consumers prefer products that are widely available and inexpensive Production Concept Consumers favor products that offer the most quality, performance, or innovative features Product Concept Consumers will buy products only if the company aggressively promotes/sells these products Selling Concept Focuses on needs/ wants of target markets & delivering value better than competitors Marketing Concept

24 Pemasaran 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.

25 Holistic Marketing Dimensions
Figure 1.3 Holistic Marketing Dimensions

26 Relationship 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 relationships Develop marketing networks

27 Integrated 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.

28 Internal Marketing Internal 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.

29 Performance Marketing
Social Responsibility Marketers 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

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31 The Four P’s of the Marketing Mix
Figure 1.4 The Four P’s of the Marketing Mix

32 Marketing Management Tasks
Developing market strategies and plans Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth

33 Tahap-tahap Proses Perencanaan
Menganalisis peluang pasar Merancang strategi pemasaran (Bab 11-13) Merancang program pemasaran (Bab 14-21) Melaksanakan pemasaran (Bab 22) Riset pemasaran dan sistem informasi (bab 5) Strategi Positioning (bab 11) Seting strategi produk dan merek (bab 14) Melaksanakan usaha Pemasaran total (bab 22) Lingkungan pemasaran (bab 6) Mendesain jasa (bab 15) Pengembangan pasar baru (bab 12) Pasar konsumen(bab 7) Strategi harga (bab 16) Pasar bisnis (bab 8) Peluang & tantangan global yang berubah (bab 13) Saluran pemasaran (bab 17 & 18) Memperhatikan para pesaing (bab 9) Strategi promosi (bab 19 s/d 21) Mengidentifikasi segmentasi pasar (bab 10)

34 Faktor-faktor yang Mempengaruhi Strategi Perusahaan
Target Consumers Product Place Price Promotion Implementation Marketing Planning Control Analysis Competitors Intermediaries Publics Suppliers Demographic- Economic Environment Technological- Natural Political- Legal Social- Cultural

35 10 dosa pemasaran Perusahaan tidak berfokus pada pasar dan tidak digerakkan oleh pelanggan pada tingkat yang memadai Perusahaan tidak sepenuhnya memahami pelanggan sasarannya Perusahaan perlu menentukan dan memantau pesaingnya dengan lebih baik Perusahaan belum mengelola hubungan dengan pemangku kepentingan (stakeholder)nya secara benar Perusahaan kurang lihai dalam menentukan peluang-peluang baru Rencana pemasaran dan proses perencanaan perusahaan buruk Kebijakan-kebijakan produk dan jasa perusahaan memerlukan pengetatan Keahlian komunikasi dan pembangunan merek perusahaan lemah Perusahaan tidak terorganisasi dengan baik untuk menjalankan pemasaran secara efektif dan efisien Perusahaan tidak memaksimalkan pemanfaatan teknologi.

36 13 Kunci Marketing 2013 ala Hermawan Kartajaya
Connectivityo [konektivitas]. Community [komunitas]. Confirmation [konfirmasi]. Clarification [klarifikasi]. Codification [kodifikasi] Co-creation Currency [mata uang]. Communal Activation [aktivasi komunitas]. Kesembilan, Conversation [obrolan]. Commercialization [komersialisasi]. Character [karakter]. Care [perhatian]. 13. Collaboration [kolaborasi]


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