Session 1 -2

Erwin Panigoro, ST, MM.

MARKETING MANAGEMENT -
1
Introduction to Marketing
What is Marketing?
 What is Marketing?
• Social definition
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
 What is Marketing?
• Management definition
It is the process of planning and
executing the conception, pricing,
promotion and distribution of ideas,
goods and services to create
exchanges that satisfy individual and
organizational goals.
What is Marketing?
Komunikasi

Uang

Barang / Jasa

Informasi
 Marketing Management
• The process of planning and execution
the conception, pricing, promotion, and
distribution of ideas, goods and service
to create exchange that satisfy
individual and organizational goals.
Core Marketing Concepts
 1. Needs and Wants
• Needs are basic human requirements
• Wants are needs directed to specific
objects/services that might satisfy the
need
 2. Product
• A product is any offering catered to
satisfy needs and wants.
• A brand is when the product is from a
known source.
 3. Demand
• This is the wants for specific products
backed by an ability to pay.
 4. Target Market
• Very rarely does a product cater to the
entire market. Most products are
designed to cater to a group of
customers who specifically want such a
product. This group of customers is the
target market which is a slice of the
total market. We say it is the market
segment.
 5. Value and Satisfaction
• Value = Benefits/Costs
• Benefits = Functional Benefits + Emotional

benefits
• Costs = Monetary costs + Time + Energy +
Psychic costs
 6. Exchange
• Get something (product /service) by
offering something in return.
Eg. kind (barter) or money (value )
• Exchange is a value creating process
because it leaves both parties better off
(win – win situation)
 7. Transaction and Transfer
• A transaction is an exchange between
two things of value on agreed conditions
and a time and place of agreement.
• A transfer is a one way exchange
without receiving anything in return.
 8. Relationship Marketing
• Building long term mutually satisfying
relations with customers, suppliers,
distributors in order to retain their long
term preference and business
 9. Marketing Network
• A marketing network is the relationships
built with its stakeholders. Effective
relationships make up an effective and
strong network.
 10. Marketing Channels
• Marketing channels are used to reach
the target segment.
• Communication channels
eg. Advertising, telephone enquiry
system
• Distribution channels – trade, direct
sales
 11. Supply Chain
• The supply chain represents a value
delivery chain – from procurement of
raw materials to final delivery of product
to consumer.
 12. Competition
• Potential and rival substitutes and
offerings a buyer might consider.
• Competition can be viewed in various
perspectives – brand, industry, form,
generic
 Marketing Environment
 Competition  Product
 Customers  Import tariffs
 Govt. policies  Trends
 Suppliers  Technology
 Trade  Politics
 Marketing Mix

• It is the tools that an organization

employs to pursue its marketing
objectives in the target market
Marketing Mix
Company orientation toward the
marketplace

• Production concept
– Konsumen lebih menyukai produk yang tersedia secara luas dan murah
– Supply (S) > Demand (D)

• Product Concept
– Konsumen yang menyukai produk yang menawarkan ciri paling bermutu,
berkinerja atau inovatif
– Supply (S) = Demand (D)

• Selling Concept
– Berorientasi pada usaha penjualan dan promosi yang agresif
– Supply (S) ^^=Demand (D)
Company orientation toward the
marketplace

• Marketing Concept
– Tuntutan untuk menjadi yang terbaik dibandingkan pesaing dalam menciptakan,
menyerahkan, mengkomunikasikan
– Supply (S)^^^= Demand (D)^

• Societal marketing Concept

– Menentukan kebutuhan, keinginan, minat dari pasar sasaran dan
memberikan kepuasan yang diinginkan
 Customer needs
• Stated needs
– Pelanggan menginginkan mobil yang tidak mahal

• Real needs
– Pelanggan menginginkan mobil yang biaya operasinya , bukan harga awalnya,
rendah

• Unstated needs
– Pelanggan mengharapkan pelayanan yang baik dari dealer

• Delight needs
– Pelanggan akan senang dengan dealer yang memberikan hadiah sebuah peta jalan

• Secret Needs
– Pelanggan ingin terlihat oleh teman-temannya sebagai konsumen yang cerdas
 Company Responses and
Adjustments
 Reengineering  Partner – supplies
 Outsourcing  Market centered
 E – Commerce  Global/local
 Bench marking  Decentralization
 Alliances
 Marketer Responses and
Adjustments
 Customer  Customer
Database relationship
 Integrated  Customer lifetime
Marketing value
Communication  Customer share
 Channels as  Target Marketing
partner  Customization
 Every employee a  Customer
marketer Database
 Model-based
“Marketing takes a day to learn,
unfortunately it takes lifetime
to master”
(Philip Kotler)
 The End

See u next Thursday….