Presentation on theme: "Defining Marketing for the 21st Century"— Presentation transcript:
1Defining Marketing for the 21st Century Pertemuan 1Ruang Lingkup Kulian&Defining Marketing for the 21st CenturyMarketing Management12th Edition
2Materi Kuliah Pengantar dan Ruang Lingkup Marketing Materi : What is Market?What is Marketing and marketing management?Marketing core ConceptsMarketing management philosophies
3Marketing Management Definition Definisi Market : seorang atau sekumpulan pelanggan yang telah membeli atau ingin membeli (mengorder) suatu produk atau service.Market = population + Purchasing Power + Purchasing NeedMarket akan tercipta jika ada need + want + ability (power)Potential market ?
4Needs, 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 BotolLapar – makan – gado-gado.
5Product and serviceProduct---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.
6Marketing Management Definition Jenis- jenis Market:Consumer MarketBusiness MarketGlobal MarketNonprofit and Government MarketsTugas individual:1. sebutkan definisi, karakter dan contoh dari setiap jenis market di atas2. Jelaskan perbedaan diantara keempatnya.
7Marketing 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
8Marketing Management Definition Marketing is :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.
9Simple Marketing System CommunicationIndustry(a collectionof sellers)Marketof Buyers)Goods/servicesMoneyInformation
10Marketing 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
11Marketing Concept Production Concept Product Concept Selling Concept 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
12The production concept the production concept holds that consumers will prefers products that are widely available and inexpensive.
13The product conceptThe product concept holds that consumers will favor those products that offer the most quality,performance,or innovative features.
14The selling conceptThe 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
15The marketing conceptThe 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
16The 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.
18Competitive Set Dell Compete for same sales dollars Same end benefit GenericFormSame end benefitIndustrySame product or classof productsBrandDirect substitutes
19The Scope of Marketing Places Goods Organizations Services Information IdeasGoodsServicesExperiencesEventsPersons
20The marketplace isn’t what it used to be. . . Changing TechnologyGlobalizationDeregulationPrivatizationCustomer EmpowermentCustomizationHeightened CompetitionIndustry ConvergenceRetail Transformation