copyright © 2003 prentice-hall, inc. 1-1 pertemuan 1 ruang lingkup kulian & defining marketing...

Copyright © 2003 Prentice-Hall, Inc.

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Pertemuan Pertemuan 1 1Ruang Lingkup Kulian

&Defining Marketing for the 21st Century

Marketing Management12th Edition


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Materi Kuliah1.1. Pengantar dan Ruang Lingkup MarketingPengantar dan Ruang Lingkup Marketing

Materi :Materi : What is Market?What is Market? What is Marketing and marketing What is Marketing and marketing

management?management? Marketing core ConceptsMarketing core Concepts Marketing management philosophiesMarketing management philosophies


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Marketing ManagementDefinition

§ Definisi Definisi Market Market : seorang atau sekumpulan : seorang atau sekumpulan pelanggan yang telah membeli atau ingin pelanggan yang telah membeli atau ingin membeli (mengorder) suatu produk atau membeli (mengorder) suatu produk atau

service. service.

Market = population + Purchasing Power + Purchasing Need

Market akan tercipta jika ada need + want + ability (power)Potential market ?


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Needs, Want, and Demands

Needs describe basic human Needs describe basic human requirements.requirements.

Want are shaped by one’s society.Want are shaped by one’s society. Demands are wants for specific Demands are wants for specific

products backed by ability to pay.products backed by ability to pay. Contoh : Haus – Minum – Teh BotolContoh : Haus – Minum – Teh Botol Lapar – makan – gado-gado.Lapar – makan – gado-gado.


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Product and service Product---Anything that can be offered to a Product---Anything that can be offered to a

market for attention, acquisition, use or market for attention, acquisition, use or consumption that might satisfying a want or consumption that might satisfying a want or need. It includes physical objectives, services, need. It includes physical objectives, services, persons, places, organizations and ideas.persons, places, organizations and ideas.

Service--- any activity or benefit that one party Service--- any activity or benefit that one party can offer to another that is essentially can offer to another that is essentially intangible and does not result in the ownership intangible and does not result in the ownership of anything.of anything.


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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 atas2. Jelaskan perbedaan diantara keempatnya.


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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


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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 :


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Simple Marketing System

Industry(a collection

of sellers)

Market(a collection

of Buyers)

Goods/services

Money

Communication

Information


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The analysis, planning, implementation, The analysis, planning, implementation, and control of programs designed to and control of programs designed to create, build, and maintain beneficial create, build, and maintain beneficial exchanges with target buyers for the exchanges with target buyers for the purpose of achieving organization purpose of achieving organization objectivesobjectives


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Production ConceptProduction Concept

Product ConceptProduct Concept

Selling ConceptSelling Concept

Marketing ConceptMarketing 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 ifthe company aggressively

promotes/sells these products

Focuses on needs/ wants of target markets & delivering value

better than competitors

Marketing Concept


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The production concept

the production concept holds the production concept holds that consumers will prefers that consumers will prefers

products that are widely products that are widely available and inexpensiveavailable and inexpensive..


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The product concept

The product concept holds that The product concept holds that consumers will favor those products that consumers will favor those products that

offer the most quality,performance,or offer the most quality,performance,or innovative features.innovative features.


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The selling concept

The selling concept holds that consumers and The selling concept holds that consumers and businesses, if left alone, will ordinarily not businesses, if left alone, will ordinarily not buy enough of the organization’s products. buy enough of the organization’s products.

The organization must, therefore, undertake The organization must, therefore, undertake an aggressive selling and promotion effortan aggressive selling and promotion effort


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The marketing concept

The marketing concept holds that the The marketing concept holds that the key to achieving its organizational goals key to achieving its organizational goals

consists of the company being more consists of the company being more effective than competitors in effective than competitors in

creating,delivering,and communicating creating,delivering,and communicating customer value to its chosen target customer value to its chosen target

marketsmarkets


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The societal marketing concept

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


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Levels of CompetitionLevels of Competition

Generic

Brand

Form

Industry


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Competitive Set Dell

Brand

Industry

Form

Generic

Direct substitutes

Compete for same salesdollars

Same end benefit

Same product or classof products


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The Scope of Marketing

PlacesPlaces OrganizationsOrganizations InformationInformation IdeasIdeas

GoodsGoods ServicesServices ExperiencesExperiences EventsEvents PersonsPersons


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The marketplace isn’t what it used to be. . .

Changing TechnologyChanging Technology GlobalizationGlobalization DeregulationDeregulation PrivatizationPrivatization Customer Customer

EmpowermentEmpowerment CustomizationCustomization

Heightened CompetitionHeightened Competition Industry ConvergenceIndustry Convergence Retail TransformationRetail Transformation


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Five Forces Determining Segment Structural Attractiveness

Five Forces Determining Segment Structural Attractiveness

Potential Entrants(Threat ofMobility)

Potential Entrants(Threat ofMobility)

Buyers(Buyer power)

Substitutes(Threats ofsubstitutes)

Suppliers(Supplier power)

Suppliers(Supplier power)

IndustryCompetitors

(Segment rivalry)


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Core Marketing Concepts

Target Markets & Segmentation Target Markets & Segmentation


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Demographic Shifts

Increasing Diversity of PopulationIncreasing Diversity of Population

Changing Family and Living PatternsChanging Family and Living Patterns

Emergence of New Children’s MarketsEmergence of New Children’s Markets

Income and Education IncreasesIncome and Education Increases


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Value and Satisfaction Value and Satisfaction

Marketing Channels Marketing Channels


Supply Chain Supply Chain

Offering and BrandOffering and Brand

Needs, Wants and DemandsNeeds, Wants and Demands


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Levels of CompetitionLevels of Competition

Generic

Brand

Form

Industry


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Competitive Set Dell

Brand

Industry

Form

Generic

Direct substitutes

Compete for same salesdollars

Same end benefit

Same product or classof products


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Value and Satisfaction Value and Satisfaction

Marketing Channels Marketing Channels


Supply Chain Supply Chain

Competition Competition

Offering and BrandOffering and Brand

Needs, Wants and DemandsNeeds, Wants and Demands

Marketing EnvironmentMarketing Environment


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The 4 PsThe 4 Ps

Marketing Mix

ProductProduct VarietyQualityDesignFeaturesBrand NamePackagingSizes ServicesWarrantiesReturns

PromotionSales PromotionAdvertisingSales ForcePublic RelationsDirect Marketing

PlaceChannelsCoverageAssortmentsLocationsInventoryTransportation

PriceList PriceDiscountsAllowancesPayment PeriodCredit Terms


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Company Orientations Toward the Marketplace

Production ConceptProduction Concept Product ConceptProduct Concept Selling ConceptSelling Concept Marketing ConceptMarketing Concept


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TargetMarket

Integratedmarketing

Profits throughcustomer

satisfactionCustomer

needs

Holistic Marketing Concept

Customer Delivered ValueCustomer Delivered Value


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HolisticMarketing

Internal Marketing

MarketingDepartment

OtherDepartments

Senior Management

Holistic MarketingHolistic Marketing

IntegratedMarketing

4 Ps

SociallyResponsible

Marketing

Legal

EthicsEnvironment Community

RelationshipMarketing

CustomersChannel Partners

copyright © 2003 prentice-hall, inc. 1-1 pertemuan 1 ruang lingkup kulian & defining marketing...

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