Pertemuan 1 Ruang Lingkup Kulian & Defining Marketing for the 21st Century Marketing Management

1. Pertemuan 1 Ruang Lingkup Kulian & Defining Marketing for the 21st Century Marketing Management 12th Edition

2. Materi Kuliah • Pengantar dan Ruang Lingkup Marketing Materi : • What is Market? • What is Marketing and marketing management? • Marketing core Concepts • Marketing management philosophies

3. Marketing ManagementDefinition • Definisi Market : seorang atau sekumpulan pelanggan yang telah membeli atau ingin membeli (mengorder) suatu produk atau service. Market = population+ Purchasing Power + Purchasing Need Market akan tercipta jika ada need + want + ability (power) Potential market ?

4. Needs, 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 Botol • Lapar – makan – gado-gado.

5. Product and service • Product---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.

6. Marketing ManagementDefinition 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 atas 2. Jelaskan perbedaan diantara keempatnya.

7. Marketing ManagementDefinition 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

8. Marketing ManagementDefinition 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.

9. Communication Industry (a collection of sellers) Market (a collection of Buyers) Information Simple Marketing System Goods/services Money

10. Marketing ManagementDefinition • 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

11. Marketing Concept Consumers prefer products that are widely available and inexpensive Production Concept • Consumers favor products that • offer the most quality, performance, • or innovative features Product Concept Consumers will buy products only if the company aggressively promotes/sells these products Selling Concept Focuses on needs/ wants of target markets & delivering value better than competitors Marketing Concept

12. The production concept the production concept holds that consumers will prefers products that are widely available and inexpensive.

13. The product concept The product concept holds that consumers will favor those products that offer the most quality,performance,or innovative features.

14. The selling concept The 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

15. The marketing concept The 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

16. The 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.

17. Levels of Competition Generic Form Industry Brand

18. Competitive Set Dell Compete for same salesdollars Generic Form Same end benefit Industry Same product or class of products Brand Direct substitutes

19. Places Organizations Information Ideas Goods Services Experiences Events Persons The Scope of Marketing

20. Changing Technology Globalization Deregulation Privatization Customer Empowerment Customization The marketplace isn’t what it used to be. . . • Heightened Competition • Industry Convergence • Retail Transformation

21. Potential Entrants (Threat of Mobility) Suppliers (Supplier power) Industry Competitors (Segment rivalry) Buyers (Buyer power) Substitutes (Threats of substitutes) Five Forces Determining Segment Structural Attractiveness

22. Core Marketing Concepts Target Markets & Segmentation

23. Demographic Shifts • Increasing Diversity of Population • Changing Family and Living Patterns • Emergence of New Children’s Markets • Income and Education Increases

24. Core Marketing Concepts Target Markets & Segmentation Needs, Wants and Demands Offering and Brand Value and Satisfaction Marketing Channels Supply Chain

25. Levels of Competition Generic Form Industry Brand

26. Competitive Set Dell Compete for same salesdollars Generic Form Same end benefit Industry Same product or class of products Brand Direct substitutes

27. Core Marketing Concepts Target Markets & Segmentation Needs, Wants and Demands Offering and Brand Value and Satisfaction Marketing Channels Supply Chain Competition Marketing Environment

28. Place Channels Coverage Assortments Locations Inventory Transportation Product Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns Promotion Sales Promotion Advertising Sales Force Public Relations Direct Marketing Price List Price Discounts Allowances Payment Period Credit Terms The 4 Ps Marketing Mix

29. Company Orientations Toward the Marketplace • Production Concept • Product Concept • Selling Concept • Marketing Concept

30. Customer Delivered Value Target Market Customer needs Integrated marketing Profits through customer satisfaction Holistic Marketing Concept

31. Holistic Marketing Senior Management Marketing Department Other Departments 4 Ps Internal Marketing Integrated Marketing Relationship Marketing Socially Responsible Marketing Ethics Customers Community Partners Environment Channel Legal Holistic Marketing