Marketing Management

MINI MBA Program

DAY 04 | 15 Mar. 2022
Mini MBA
BINUS BUSINESS
– BINUS SCHOOL
BUSINESS
Executive
SCHOOLEducation
Executive Education 2022

Marketing Management Agenda

Session Day Topic Learning Focus

• Marketing Mix
1 Core Marketing Concepts • Customer-Perceived Value
Day 4 • Consumer Behavior
Willy Gunadi
15 Mar, 2022 • Market Segmentation
2 Segmentation and Targeting • Brand Positioning
• Value Proposition

• Value Creation
3 Pricing Strategy
• Price Sensitivity
Day 5
Bun Sucento • New Trends in Marketing
16 Mar. 2022 Integrated Marketing Communications
4
Communication • Advertising Design
• Ethics in Advertising

• Traditional vs. Digital

5 Digital Marketing
Day 6 • Social Media Marketing
Evi R Simanjuntak
17 Mar. 2022 Contemporary Issue in • Marketing and Technology
6
Marketing • Green & Sustainable Marketing

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 Session 01

Core Marketing
Concepts
• Marketing Mix
• Consumer Behavior

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 EVOLUTION OF MARKETING
Evolution of Marketing

Marketing Marketing
Marketing
Is Is
Is 4 P
SELLING BUSINESS STRATEGY

Competitive
Low High
Situation

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Definition of Marketing

”Marketing is the management

process responsible for
identifying, anticipating &
satisfying customer
requirements by delivering
value profitably“
(Chartered Institute of Marketing, 2009)

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Complex Marketplace

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 The Paradigm Shift (1)

• Your every move is now being tracked, recorded, viewed, and

archived.
• People are sharing vast amount of personal information online.
• We now have a vastly interconnected web of personal and
professional connections called “the social graph”.
• You now need to invest in thorough training and may need to
shore up your in-house resources to properly manage all your
relationships on the social graph.
• Your visibility and findability will land you the best opportunities.

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Search Engine Marketing

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 Social Media Marketing

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The Paradigm Shift (2)

• Consumers, publishers, and the media can easily see the

size and quality of your online “digital footprint” and use it as
the key decision-making factor.
• Consumers finally have a voice.
• Anyone can now carve out his or her piece of virtual real
estate on the Internet.
• You can now significantly enhance and accelerate the
growth of all your relationships by blending offline and online
strategies.

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 A Dramatically Changed Marketplace (1)
• New Consumer Capabilities
▪ Can use the internet as a powerful information and
purchasing aid
▪ Can search, communicate, and purchase on the move
▪ Can tap into social media to share opinions and express
loyalty
▪ Can actively interact with companies
▪ Can reject marketing they find inappropriate

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A Dramatically Changed Marketplace (2)

• New Company Capabilities
▪ Can use the internet as a powerful information and sales
channel, including for individually differentiated goods.
▪ Can collect fuller and richer information about markets,
customers, prospects, and competitors.
▪ Can reach customers quickly and efficiently via social media
and mobile marketing, sending targeted ads, coupons, and
information.
▪ Can improve purchasing, recruiting, training, and internal and
external communications.
▪ Can improve cost efficiency.

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 A Dramatically Changed Marketplace (3)

• Changing channels
▪ Retail transformation

▪ Disintermediation

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Marketing Concept Requirements

• The Marketing Mix (4 Ps)

▪ Product or service
▪ Price
▪ Place
▪ Promotion
• Consumer Behavior
• Market Segmentation, Targeting and Positioning

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What is Marketed?

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 Marketing Mix – 4 Ps

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Product - example

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Place

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 https://www.youtube.com/watch?v=eW7HRnRy4d8

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Goods vs. Services:

Value Creation is Dominated by Intangible Elements
Physical Elements

High

Salt
Detergents
CD Player
Wine
Golf Clubs
New Car
Tailored clothing Plumbing Repair
Fast-Food Restaurant Health Club
Airline Flight
Landscape Maintenance
Consulting
Life Insurance
Internet Banking

Low High
Intangible Elements
Source; Adapted from Lynn Shostack

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Marketing Mix Components – Service (7 Ps)

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 Consumer Behavior

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What is Consumer Behavior?

• Deals a lot with human behavior

• “Borrow” much of its concept from Psychology
• The basic and most important knowledge for a marketer
• Mastering consumer behavior means mastering the
market

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 Welcome to The New ‘Normal’

• Everyone is looking down (instead of looking ahead).

• Multitasking and multiconversations: in person, text, and
social media.
• Everything is available in real time.

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The Current New ‘Normal’

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 The Rise of Generation ‘Y’ and ‘Z’

• Generation Y (Born: 1977 – 1994) • Multitasking

• Generation Z (Born: 1995 – 2012) • Believe that business success
• Digital Native should be measured by more than
• Technology Savvy profit
• Information Overload • Feel personally responsible to make
a difference in the world
• Want to start their own business

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Consumer “Micro-Moments”

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Underlying Principles of Consumer Behavior

• Consumer is Sovereign – freedom of choice
• Consumer is Global – the world is our marketplace
• Consumers are Different; Consumers are Alike – segments,
targets
• Consumers has Rights – the rights to obtain goods and
services that equals to what they have been promised

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Class Discussion #1:

Identify marketing mix of Ruangguru app
Assess factors that affect consumer decision to use Ruangguru

https://dailysocial.id/post/ruangguru-siapkan-ekspansi-ke-luar-negeri

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 Session 02

Segmentation
& Targeting
• Market Segmentation
• Brand Positioning
• Value Proposition

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 Market Segment

• A group of consumers with similar behavior and needs that differs from
those of the entire mass market
• Why do we need to segment/cluster customers?

You can please some of the people all

of the time
and all of the people some of the time
but you can't please all of the people
all of the time

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This is the Battlefield

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 Same Market Segment?

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Same Marketing Approach?

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 Selecting Target Market

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Companies & Their Target Market

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 Developing a Brand Positioning

• Positioning
• The act of designing a company’s
offering and image to occupy a
distinctive place in the minds of the
target market
• Value proposition

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Value Proposition Canvas

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Class Discussion #2:

Create Value Proposition Canvas for Ruangguru

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 Mini MBA – BINUS BUSINESS SCHOOL Executive Education 2022

This presentation material is strictly for class discussion purpose only, and can not be used, copied and
distributed for other purposes.