Name : Khofifa Sasabila

NPM : 193402416067

Subject : Bahasa Inggris Bisnis 2 ( Marketing - Presentation)

Marketing

Marketing Definition

 Kotler (1997) says that marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating, offering and exchanging products of
value in the market.

TASKS, FUNCTIONS AND MARKETING ORIENTATION

Theoretically, marketing has 8 (eight) functions, which can be described as follows :

A. Trade function (merchandising) Planning relating to the marketing of the right product (goods
and/or service), in the right quantity, at the right price, including other factors such as shape,
size, packaging and so on.

B. Purchase function (buying) The company's role in procuring materials according to their needs.
Sales function (selling) Convincing people to buy a product (goods and/or services) that has
commercial meaning for him.

C. Transportation Function Planning, selection and deployment of all means of transportation to

facilitate products (goods and/or services) in the marketing process.

D. Warehousing function (storage) Storing goods during the time the product is produced and sold.

E. Function of Standardization, Determination of elementary boundaries in the form of details that

must be met by the product, including grading, namely selecting the unity of a product that is
included in the classes and degrees that have been determined by standardization
 F. Financial Function, It is an effort to find and manage capital and credit which are directly related
to transactions in the flow of products (goods and/or services) from producers to consumers.

G. Communication function, Everything that can facilitate relationships within the company and
outside the company.

H. Risk Function, Function to handle or face the risk of loss due to damage, loss or falling prices in
the market.

MARKETING STRATEGY

A marketing strategy is a set of goals and objectives, policies and rules that guide marketing efforts over
time at each level and location. Modern marketing strategies generally consist of three stages, namely:
market segmentation, target market determination, and market positioning.

 THE MARKET SEGMENTATION

In the market there are many consumers who differ in many ways. According to Private (1996) market
segmentation is defined as the activity of dividing a heterogeneous market from a product into
homogeneous market units (market segments).

 MARKET TARGET

The target market is a group of consumers who have characteristics or characteristics that are almost
the same (homogeneous) chosen by the company and which will be achieved by using a marketing mix
strategy.

 TARGET MARKET BENEFITS

A. Develop product positioning and marketing mix strategy.

B. Facilitate the adjustment of marketed products and implemented marketing mix strategies
(right price, effective distribution channels, right promotions) with the target market.
 C. Targeting wider market opportunities, this is important when marketing new products.

D. Utilizing limited company resources as efficiently and effectively as possible.

E. Anticipating competition

 MARKET POSITION

Positioning is the act of designing a company's offering and image so that it occupies a meaningful
competitive position and is in the minds of its target customers. (Kotler, 1997) Positioning is a very
important element in a marketing strategy.

"...Satisfaction lies in the effort, not the result. Trying hard is the ultimate victory…” (Mahatma Gandhi)