1. Deny A. Kwary www.kwary.net
MARKETING
Deny A. Kwary

2. Sales vs. Marketing Starting Point Focus Means Ends
The Selling Concept
Factory
Products
Selling and Promoting
Profits through sales volume
The Marketing Concept
Target Market
Customer Needs
Coordinated Marketing
Profits through customer satisfaction

3. Market Segmentation Geographic Demographic Psychographic Behavioral
Region
Density
City size
Geographic
Age
Gender
Family size
Income
Occupation
Education
Religion
Race
Nationality
Demographic
Social class
Lifestyle
Personality
Psychographic
Occasions
Benefits
Loyalty status
Behavioral

4. Market Targetting Target the best market segment, by evaluating:
Segment size and growth
Segment structural attractiveness
Company objectives and resources

5. Market Positioning
Attribute positioning, e.g. Disneyland, the largest theme park in the world.
Benefit positioning, e.g. A theme park for people seeking a fantasy experience.
Use/Application positioning: e.g. Japanese Deer Park for quick entertainment.
User positioning, e.g. Magic Mountain  thrill seekers.
Competitor positioning, e.g. Lion Country Safari, a greater variety of animals.
Product category positioning, e.g. Merineland  educational institution.
Quality/Price positioning, e.g. Busch Gardens, the best value for money.

6. Marketing Mix (the four Ps)
Product:
Product variety, quality, design, features, brand name, packaging, sizes, services, warranties.
Price
List price, Discounts, Allowances, Payment period, Credit terms
Place
Channels, Locations, Transport
Promotion
Advertising, sales promotion, public relations, personal selling, direct marketing.

7. Promotion Mix
Advertising: Any paid form of nonpersonal presentation and promotion of a product.
Sales promotion: Short term incentives to encourage trial or purchase of a product.
Public relations: A variety of programs designed to promote and/or protect a company’s image or its individual products.
Personal selling: Face to face interaction with one or more prospective purchasers for the purpose of making sales.
Direct marketing: Use of mail, telephone, or other nonpersonal contact tools to communicate with or solicit a response from speicific customers or prospects.

8. Tugas Makalah dan Presentasi Kelompok
Tentukan suatu bisnis/produk yang akan Anda mulai.
Bagaimana cara Anda merekrut karyawan?
Lakukan segmentasi untuk menentukan target market.
Buat slogan yang menunjukkan positioning dari bisnis/produk Anda.
Tentukan harga produk Anda.
Tentukan tempat/lokasi.
Tentukan bauran promosi yang akan Anda gunakan.