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Copyright © 2003 Prentice-Hall, Inc. 1-1 Pertemuan 1 Ruang Lingkup Kulian & Defining Marketing for the 21st Century Marketing Management 12 th Edition.

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Presentation on theme: "Copyright © 2003 Prentice-Hall, Inc. 1-1 Pertemuan 1 Ruang Lingkup Kulian & Defining Marketing for the 21st Century Marketing Management 12 th Edition."— Presentation transcript:

1 Copyright © 2003 Prentice-Hall, Inc. 1-1 Pertemuan 1 Ruang Lingkup Kulian & Defining Marketing for the 21st Century Marketing Management 12 th Edition

2 Copyright © 2003 Prentice-Hall, Inc. 1-2 Materi Kuliah 1.Pengantar dan Ruang Lingkup Marketing Materi :  What is Market?  What is Marketing and marketing management?  Marketing core Concepts  Marketing management philosophies

3 Copyright © 2003 Prentice-Hall, Inc. 1-3 Marketing Management Definition §Definisi Market : seorang atau sekumpulan pelanggan yang telah membeli atau ingin membeli (mengorder) suatu produk atau service. Market = population + Purchasing Power + Purchasing Need Market akan tercipta jika ada need + want + ability (power) Potential market ?

4 Copyright © 2003 Prentice-Hall, Inc. 1-4 Needs, Want, and Demands  Needs describe basic human requirements.  Want are shaped by one’s society.  Demands are wants for specific products backed by ability to pay.  Contoh : Haus – Minum – Teh Botol  Lapar – makan – gado-gado.

5 Copyright © 2003 Prentice-Hall, Inc. 1-5 Product and service  Product---Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfying a want or need. It includes physical objectives, services, persons, places, organizations and ideas.  Service--- any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

6 Copyright © 2003 Prentice-Hall, Inc. 1-6 Marketing Management Definition Jenis- jenis Market: Consumer Market Business Market Global Market Nonprofit and Government Markets Tugas individual: 1. sebutkan definisi, karakter dan contoh dari setiap jenis market di atas 2. Jelaskan perbedaan diantara keempatnya.

7 Copyright © 2003 Prentice-Hall, Inc. 1-7 Marketing Management Definition 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. - Philip Kotler

8 Copyright © 2003 Prentice-Hall, Inc. 1-8 Marketing Management Definition the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,services to create exchanges that satisfy individual and organizational goals. Marketing is :

9 Copyright © 2003 Prentice-Hall, Inc. 1-9 Simple Marketing System Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information

10 Copyright © 2003 Prentice-Hall, Inc Marketing Management Definition  The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organization objectives

11 Copyright © 2003 Prentice-Hall, Inc Production Concept Product Concept Selling Concept Marketing Concept Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors Marketing Concept

12 Copyright © 2003 Prentice-Hall, Inc The production concept the production concept holds that consumers will prefers products that are widely available and inexpensive.

13 Copyright © 2003 Prentice-Hall, Inc The product concept The product concept holds that consumers will favor those products that offer the most quality,performance,or innovative features.

14 Copyright © 2003 Prentice-Hall, Inc The selling concept The selling concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization’s products. The organization must, therefore, undertake an aggressive selling and promotion effort

15 Copyright © 2003 Prentice-Hall, Inc The marketing concept The marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating,delivering,and communicating customer value to its chosen target markets

16 Copyright © 2003 Prentice-Hall, Inc The societal marketing concept  The societal marketing concept holds that the organization’s task is to determine the needs, wants,and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being.

17 Copyright © 2003 Prentice-Hall, Inc Levels of Competition Generic Brand Form Industry

18 Copyright © 2003 Prentice-Hall, Inc Competitive Set Dell Brand Industry Form Generic Direct substitutes Compete for same sales dollars Same end benefit Same product or class of products

19 Copyright © 2003 Prentice-Hall, Inc The Scope of Marketing  Places  Organizations  Information  Ideas  Goods  Services  Experiences  Events  Persons

20 Copyright © 2003 Prentice-Hall, Inc The marketplace isn’t what it used to be...  Changing Technology  Globalization  Deregulation  Privatization  Customer Empowerment  Customization  Heightened Competition  Industry Convergence  Retail Transformation

21 Copyright © 2003 Prentice-Hall, Inc Five Forces Determining Segment Structural Attractiveness Potential Entrants (Threat of Mobility) Potential Entrants (Threat of Mobility) Buyers (Buyer power) Substitutes (Threats of substitutes) Suppliers (Supplier power) Suppliers (Supplier power) Industry Competitors (Segment rivalry)

22 Copyright © 2003 Prentice-Hall, Inc Core Marketing Concepts Target Markets & Segmentation

23 Copyright © 2003 Prentice-Hall, Inc Demographic Shifts  Increasing Diversity of Population  Changing Family and Living Patterns  Emergence of New Children’s Markets  Income and Education Increases

24 Copyright © 2003 Prentice-Hall, Inc Core Marketing Concepts Value and Satisfaction Marketing Channels Target Markets & Segmentation Supply Chain Offering and Brand Needs, Wants and Demands

25 Copyright © 2003 Prentice-Hall, Inc Levels of Competition Generic Brand Form Industry

26 Copyright © 2003 Prentice-Hall, Inc Competitive Set Dell Brand Industry Form Generic Direct substitutes Compete for same sales dollars Same end benefit Same product or class of products

27 Copyright © 2003 Prentice-Hall, Inc Core Marketing Concepts Value and Satisfaction Marketing Channels Target Markets & Segmentation Supply Chain Competition Offering and Brand Needs, Wants and Demands Marketing Environment

28 Copyright © 2003 Prentice-Hall, Inc The 4 Ps Marketing Mix Product Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns Promotion Sales Promotion Advertising Sales Force Public Relations Direct Marketing Place Channels Coverage Assortments Locations Inventory Transportation Price List Price Discounts Allowances Payment Period Credit Terms

29 Copyright © 2003 Prentice-Hall, Inc Company Orientations Toward the Marketplace  Production Concept  Product Concept  Selling Concept  Marketing Concept

30 Copyright © 2003 Prentice-Hall, Inc Target Market Integrated marketing Profits through customer satisfaction Customer needs Holistic Marketing Concept Customer Delivered Value

31 Copyright © 2003 Prentice-Hall, Inc Holistic Marketing Internal Marketing Department Other Departments Senior Management Holistic Marketing Integrated Marketing 4 Ps Socially Responsible Marketing Legal Ethics Environment Community Relationship Marketing Customers Channel Partners


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