Download - Marketing For Non Marketing People
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Marketing for Non Marketing People
Muhammad Arman
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Background
• Complex Business Environments.
• No partial view point.
• Continuing organization (sustainable).
• Strategic Business Unit, important role
• Marketing as a daily activities
• Strategic planning and action
• Understanding marketing concept
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In the past, if we were trying to sell sushi, we will market it as a
cold dead fish
Bojana FazarincHewlett Packard
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Story of
• Inul
• Pepsodent• Mandra• Acara minum the ala
jepang
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Menu
• Marketing concept
• Marketing MIX (4 P’s of marketing)
• Marketing segmentation and targeting
• Product positioning
• Understanding customer and their needs
• Marketing information
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Marketing Concept
Marketing: is the process of planning and executing the conception,
pricing, promotion and distribution of idea, goods and services to create
exchanges that satisfy individual and organizational goals (American
Marketing Association)
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Marketing = sales ????
Why there are more often marketing manager than sales manager ?
Sales engineer vs marketing engineer
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Identical
SalesMarketing
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Different
SalesMarketing
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Case
• Motor Cina
• Apakah marketing atau sales ???
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Satisfaction
• Benefit, utility = value
• "Perceived value"
• Value; product over the price
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Satisfaction con't
Service Quality
Product Quality
Price
Situational factors
Customer Satisfaction
Personal factors
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Marketing Mix; 4P's
• Bauran Pemasaran– Product– Price– Promotion– Placement (distribution)
• A comprehension understanding of strategic and action in marketing
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Marketing Mix (traditional)
Product
Price
Promotion
Place
Strategic Action
Customer
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Marketing Mix
Product
Price
Distribution
Promotion
Product
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Product (definition)
• A bundle of tangible and intangible attributes that seller offers a potential buyer and that satisfies the buyer's need or wants (Lusch and Lusch, 1987)
• Product : physical good or service, more often blend of both
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Product
• The Core: function, basic benefits
• The Actual:, labeling, packaging, feature, color, size, material, texture, smell, taste
• The Extended: term of payment, service, branding, return policy, guarantees, training, delivery, styling.
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Product vs Service
0 % 100 %
100 %
Service Emphasis
Pro
duct
Em
phas
is
Washing Powder
Fast food restaurant
Insurance
Cleaning service
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Product vs service
• Product– Tangible– "distance"
production and consumption
– "Homogeneity", standardization
– Perishable
• Service– Intangible
– Inseparability production and consumption
– "Heterogeneity", Non Standard
– Imperishable
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Implication
• Not only focus on production
• Give space for service, realize the need of customer
• Define the actual, core and extended of your product.
• Give "added value" of your product
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Define your existing product and or service
(DISCUSSION)
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Product Innovations, why?
• Survive in the competition
• Technology change, need new product
• Change of the needs of customer
• Competitor
• Legal aspect
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New Product ???
It is really new?
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New Product
• Simply a product that is perceived as new by the customer
• New Product means:– Really new (first discover, no one has produced
before)– Product improvement– Product addition– Repositioning Product
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Successful New product
• Important
• Unique
• Sustainable
• Marketable
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Process of New Product
• idea generation
• screening of ideas• business analysis• prototype
development• market tests• commercialization
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What is your new product?
• Base on :– Really new product– Product improvement– Product addition– Repositioning Product
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Service, deeper
“Hospitality Mentality”
It is easy enough to be pleasant
When life flows along like a song,
But the person worthwhile
Is the person who can smile
When everything goes dead wrong.
Anonymous
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Dimensions Service
• Procedural– The mechanical or systems “stuff”
• Convivial– Warm & caring service – emotional “stuff”
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Procedural Dimension
• Accommodation
• Anticipation
• Timeliness
• Organized Flow
• Communication
• Customer Feedback
• Supervision
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Convivial Dimension
• Attitude• Attentiveness• Tone of Voice• Body Language• Tact• Naming Names• Guidance• Suggestive Selling• Problem Solving
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Service from customer's point of view
Service People• Contact Employees
• Customer him/herself
• Other customer
Process• Operation flow activities
• Step in process
• Flexibility vs standard
• Technology vs human
Physical Evidence
• Tangible communication
• Service space
• Technology
• Guarantees
• Website
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Brand
Branding is the process by which companies distinguish their product
offerings from those of the competition
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Important of Branding
• For Customer:– Save time and effort– Security, reduce risk of purchase– Offer psychological reward
• For Supplier– Loyal base customer– Higher price– Platform to launch new product– Economic scale of promotion– An asset
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Good brand name should
• Positive association
• Easy to pronounce and remember
• Distinctive
• Suggest product benefits
• Not infringe an existing registered brand name
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Marketing Mix
Price
Distribution
Promotion
Product
Price
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Price and Pricing Strategy
• Price: about the selling price at the end customer
• How much the customer willing to pay,
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Pricing, both side
Consumer costs Business costs
Money Time Cognitive activity Behavior effort
Price willing to sell
ProfitValue
Price willing to pay
Production Promotion Distribution Marketing research
Market exchange
+
=
+
=
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Price Objectives
• Income related: how much money can we make?
• Volume related: how many units can we sells?
• Competition related: what share of the available business do we want?
• Societal: what are our responsibility to our customer and society as a whole?
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Five C's of Pricing
• Costs
• Customers
• Channels
• Competition
• Compatibility
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Strategic Approach of Pricing
Analyze consumer-product relationships
Analyze the environmental situation
Determine the role of price in marketing strategy
Estimate production and marketing costs
Set pricing objectives
Develop pricing strategy and set prices
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Think About Your
• Customer and market
• Product and competitor product
• Cost and objectives
• Environmental and situation
For your pricing
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Marketing Mix
Price
Distribution
Promotion
Product
Promotion
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Promotion
• Process to communicate the benefits of the product
• Basic communications approach needed
• Start from the customer
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Some questions
• Who is the target?
• What should be said (actual message)? How should it be said (tone of message)?
• What medium should be used convey the message? Where should the message be placed each medium?
• When will it be done (timing)?
• How will the plan be assessed?
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Promotional MIX
• Advertising
• Public relation• Sales promotion• Personal selling
Advertising
Public Relation
Sales Promotion
Personal Selling
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AIDA
• Attract: friendly greeting
• Interest: focus on benefits, allowing customer to appreciate its relevance to their needs
• Desire: opening question from customer. Try to convince them of desirability
• Action; not always be immadiate purchase
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Customer vs promotion
• Customer only select what they are interested in
• Customer are selective to the information we give
• Customer use “their language”, not “our language”
• Listen carefully to the customer needs even more effective than try to explain your product.
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Stage of Sales Contact
• Prospecting
• Approach
• Presentation
• Handling objection
• Closing
• Follow up
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Marketing Mix
Price
Distribution
Promotion
Product
Distribution
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Distribution
• Traditional: Moving the goods or service from producer to customer.
• Modern, start from product design
• Size, packaging, ware house, inventory management, supply chain, distribution channel, agent, broker, media, personal interaction (service).
• As integrated marketing
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Distribution Channel
• Environment
• Consumer
• Product Characteristic
• Strategy (price setting)
• Competition
• Organization
• Case : Bimbingan Belajar, Alfa Mart, Hemart, Pepsodent
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Distribution of Service
• Location
• Time
• Physical Environment
• Apperance of people
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Summary
• Marketing concept
• 4P's of Marketing (integrated marketing)
• Customer satisfaction
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Question ?
• www.akangarman.wordpress.com
• www.akangarman.blogspot.com
• www.sdpondokbambu07.wordpress.com