TIA451 - Manajemen Pemasaran

Topic: Introduction to Marketing Management

Class: D - Second Semester 2021/2022
Teacher: Adhya Rare Tiara
Prodi Teknik Industri
INSTITUT TEKNOLOGI NASIONAL BANDUNG
adhyartiara@itenas.ac.id
Rules of Conduct
● Referensi :
Marketing Management by Philip Kotler
● Penilaian (tentative):
1. UTS 1 (25%)
2. UTS 2 (25%)
3. UAS (35%)
4. Kuis/Tugas (15%)

Main Reference and Assessments

Rules of Conduct

✶ Seluruh kegiatan dan informasi pembelajaran disampaikan melalui media e-learning

ITENAS.
✶ Biasakan untuk mengecek pengumuman sebelum perkuliahan dimulai dan isi kehadiran pada
DHK di awal jam kuliah berlangsung.
✶ Dosen akan memfasilitasi diskusi yang berhubungan dengan materi kuliah, dan
✶ mahasiswa diharapkan terlibat aktif.
✶ Mahasiswa yang tidak merespon setelah dipanggil untuk kedua kali akan dianggap tidak
hadir.
✶ Tidak ada toleransi untuk segala tindak kecurangan (NILAI E).
✶ Jika menghadapi kendala dalam proses pembelajaran silakan menghubungi dosen.
Introduction to
Marketing
Management
 “
The “Why”
Any business functions (e.g.
nance, operations, accounting,
and others) won’t rea y matter
without su icient demand for
products and services so the
rm can make a pro t.

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● Marketing has helped introduce and gain
acceptance of new products that have eased or
enriched people’s lives.
● It can inspire enhancements in existing
products as marketers innovate to improve
their position in the marketplace.
● Successful marketing builds demand for
products and services, which, in turn, creates
jobs.
The Broader Role of Marketing
 “
The “What”
Marketing: meeting needs
pro tably.
Marketing Management: the art
and science of choosing target
markets and getting, keeping, and
growing customers through
creating, delivering, and
communicating superior customer
value.

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What is being Marketed?

✶ Goods ✶ Places
✶ Services ✶ Properties
✶ Experiences ✶ Organizations
✶ Events ✶ Information
✶ Persons ✶ Ideas

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Demand States

✶ Negative demand Marketers must:

✶ No demand ✶ comprehend the states,
✶ Latent demand ✶ identify the underlying cause(s)
✶ Declining demand of the demand state and
✶ Irregular demand ✶ determine a plan of action to
✶ Fu demand shift demand to a more desired
✶ Overfu demand state.
✶ Unwholesome demand
Key Customer Markets

Marketers use the term market to

cover various groupings of 1. Consumer Markets
customers. 2. Business Markets
✶ 3. Global Markets
4. Nonpro t and
Governmental Markets
Market-what?

1. Marketplaces
2. Marketspaces
3. Metamarket
Ter󰈎󰈚󰇽 ka󰈻󰈎󰈋