1. TRIHADI PUDIAWAN ERHAN Universitas Pembangunan Jaya
What Is Marketing?
TRIHADI PUDIAWAN ERHAN
- -
Universitas Pembangunan Jaya
Program Strata Satu
© August 2014

2. What is marketing?
The process by which companies create value for customers and build strong customer relationship in order to capture value from customer in return. (Kotler & Armstrong)

3. Create value for customers and build customer relationship
Capture value
from customer
in return
Create value for customers and
build customer relationship
Understand the marketplace and customer needs & wants
Designs customer-driven strategy
Construct an integrated marketing program that delivers superior value
Build profitable realtionship and create customer deligt
Capture value from customer to create profit and customer equity

4. The Customer Company Consumers NEEDS MARKET OFFERINGS WANTS DEMAND
PRODUCSTS
SERVICES
INFORMATION
EXPERIENCE
NEEDS
MARKET OFFERINGS
WANTS
DEMAND

5. Market Intermediaries
The Marketplace
Suppliers
Company
Market Intermediaries
Consumers
Competitors

6. Customer-Driven
Marketing Strategy

7. What is marketing management?
The art and science of choosing target markets and
building profitable relationship with them.
(Kotler & Armstrong)

8. UNDERSTANDING CUSTOMER
CHOOSING CUSTOMER
STP
AQUIRING CUSTOMER
IMC
RETAINING CUSTOMER
CRM

9. What customer will we serve? How can we serve these customer best?
Selecting Customer To Serve
What customer will we serve?
How can we serve these customer best?

10. What customer will we serve? Segmenting & Targeting
Selecting Customer To Serve
What customer will we serve?
Segmenting & Targeting

11. How can we serve these customer best?
Selecting Customer To Serve
How can we serve these customer best?
Value Positioning

12. Integrated Marketing Communication
4 P’s
PRODUCT
PRICE
PLACE
PROMOTION

13. Customer Relationship Management
The overall process of building and maintaining profitable customer relationship by delivering superior
customer value & customer satisfaction

14. Customer Relationship Management
The overall process of building and maintaining profitable customer relationship by delivering superior
customer value & customer satisfaction

15. Customer Relationship Management
The overall process of building and maintaining profitable customer relationship by delivering superior
customer value & customer satisfaction
Customer-Perceived Value
The customer’s evaluation of the difference between
all the benefits and all the cost of a marketing offer
relative to those of competing offers

16. Customer Relationship Management
The overall process of building and maintaining profitable customer relationship by delivering superior
customer value & customer satisfaction
Customer Satisfaction
The extent to whicha product’s perceived
Performance matches a buyer’s expectation

17. Customer Relationship Management
Customer-managed relationship
Marketing relationships in which customers, empowered by today’s
new digital technologies, interact whith companies and with each other
to shape their relationships with brands
Consumer-generated marketing
Brand exchanges created by consumer themselves–both invited and uninvited—
by which consumers are playing an increasing role in shaping their own brand
experiences and those of other consumers

18. Customer Relationship Management

19. Why should brand build good relationship
Customer Relationship Management
Why should brand build good relationship
with their consumers?
To win their more SHARE OF CUSTOMER!!!
Larger CUSTOMER LIFETIME VALUE!!!
Bigger CUSTOMER EQUITY!!!

20. Create value for customers and build customer relationship
Capture value
from customer
in return
Create value for customers and
build customer relationship
Understand the marketplace and customer needs & wants
Designs customer-driven strategy
Construct an integrated marketing program that delivers superior value
Build profitable realtionship and create customer deligt
Capture value from customer to create profit and customer equity

22. © February 2014