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MARKETING

:
THE ART & SCIENCE OF SATISFYING CUSTOMERS
Week 1
TEXTBOOK
KRITERIA PENILAIAN
Nilai Angka Nilai Huruf Bobot Keterangan
85 - 100 A 4 Sangat Baik
80 - 84,99 A- 3,7
75 - 79,99 B+ 3,3
70 - 74,99 B 3
65 - 69,99 B- 2,7
60 - 64,99 C+ 2,3
55 - 59,99 C 2
45 - 54,99 D 1 Kurang
0 - 44,99 E 0 Sangat Kurang
F 0 Pelanggaran Akademik
Baik
Cukup
WHAT IS MARKETING ?
Marketing is the management process responsible for
identifying, anticipating and satisfying customer requirements profitably
CHARTERED INSTITUTE OF MARKETING (UK)
Marketing defined :
“Marketing is a social and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging
value with others”
MARKETING MANAGEMENT IS ...
the art and science of choosing target markets and getting, keeping,
and growing CUSTOMERS through creating, delivering, and
communicating superior customer value.
managing profitable customer relationship
(attracting new customers, and retaining and growing current customers)
by creating value for customers and capturing value in a return.
MARKETING VS. SALES
“There will always be need for some selling.
But the aim of marketing is to make selling superfluous.
The aim of marketing is to know and understand the customer
so well that the product or service fits him and sells itself. Ideally, marketing
should result in a customer who is ready to buy.
All that should be needed is to make the product or service available.”
- Peter Drucker -
SELLING IS ONLY THE TIP OF THE ICEBERG
Key
Marketing
Concepts
1. Production
Concept
Key
Marketing
Concepts
2. Product
Concept
1. Production
Concept
Key
Marketing
Concepts
2. Product
Concept
3. Selling
Concept
1. Production
Concept
Key
Marketing
Concepts
2. Product
Concept
3. Selling
Concept
4. Marketing
Concept
1. Production
Concept
Key
Marketing
Concepts
2. Product
Concept
3. Selling
Concept
4. Marketing
Concept
1. Production
Concept
SELLING & MARKETING CONCEPTS CONTRASTS
Key
Marketing
Concepts
2. Product
Concept
3. Selling
Concept
4. Marketing
Concept
1. Production
Concept
MARKETING V.S. PRODUCTION CONCEPT
Key
Marketing
Concepts
2. Product
Concept
3. Selling
Concept
4. Marketing
Concept
1. Production
Concept
Key
Marketing
Concepts
2. Product
Concept
3. Selling
Concept
4. Marketing
Concept
1. Production
Concept
5. Societal
Concept
SOCIETAL
MARKETING
ORIENTATION
An organization exists not only to satisfy
customer wants but also to preserve or
enhance individuals’ and society’s long-
term best interests.
• Less toxic products
• More durable products
• Products with reusable
or recyclable materials
SOCIETAL MARKETING CONCEPT
Society
(Human Welfare)
Consumers
(Satisfaction)
Company
(Profits)
Needs, wants, and demands
Core
Marketing
Concepts
Products, services,
and experiences
DESIGNING THE “RIGHT” PRODUCT
ONLY THE BEST IS GOOD ENOUGH FOR LEXUS CUSTOMERS
Needs, wants, and demands
Core
Marketing
Concepts
Products, services,
and experiences
Value,
satisfaction,
and quality
VALUE
Perceived Value
Customer’s evaluation of the difference
between benefits & costs.
CUSTOMER VALUE
The relationship between benefits and sacrifice
necessary to obtain those benefits.
Customers often do not judge values and costs accurately or objectively.
SATISFACTION
CUSTOMER
SATISFACTION
• The feeling that a product met or exceeded
the customer’s expectations.
• Product’s perceived performance relative
to customer’s expectations.
Needs, wants, and demands
Exchange,
transactions,
and relationships
Core
Marketing
Concepts
Products, services,
and experiences
Value,
satisfaction,
and quality
Needs, wants, and demands
Exchange,
transactions,
and relationships
Markets
Core
Marketing
Concepts
Products, services,
and experiences
Value,
satisfaction,
and quality
A SIMPLE MODEL OF THE MARKETING PROCESS
HOLISTIC MARKETING DIMENSIONS
MARKETING STIMULATES
NEW IDEAS
MARKETING MIX
Customer Solution
Customer Cost
Communication
Distribution
Why Study Marketing ?
Important
to
Society
Important
to
Business
Good
Career
Opportunities
+
Marketing affects you every day!
MARKETING CHALLENGES
EMERGING
CHALLENGES
Non-profit
Marketing
Digital Age
Ethics and
Social Responsibility
Globalization
Marketing
Relationship
CRITICISMS OF MARKETING