MARKETING MANAGEMENT

OVERVIEW & INTRODUCTION

G.N. Sandhy Widyasthana

widyasthana@gmail.com
 Brief Introduction
❖ Education
❖ Electro STT Telkom (S1) 1991-1995
❖ MBA ITB (S2) 2004-2006
❖ DSM ITB (S3) 2015 - 2017
❖ Working Experience :
❖ Engineer at TelkomRDC
❖ Senior Of cer at Subdit Service Strategy & Tarif, Telkom Corporate
❖ VP Cloud Managed Service at Telkomsigma
❖ COO / Portfolio Director at MDI Venture (Telkom CVC)
❖ Teaching Experience :
❖ MBA ITB: Marketing, Decision Making, Consumer Behavior, Business Strategy
❖ Widyatama S2: Advanced Financial Management, International Finance & Fintech
❖ Telkom University S2: ICT Management, S1: Project Management, Tarif ng, Telco Regulation
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 Feedback From Student

❖ Student background
❖ Expectation from Marketing Management Class
❖ Assign ketua kelas
❖ Forming group
 Learning Goals
❖ Integrative Thinking
❖ Team Work
❖ Communication Skill
❖ Ethical Responsibilities
❖ Leadership
❖ Global Awareness
 Reading Material
❖ Text: Kotler P, K L Keller, SweeHoon ANG and C T Tan (2016), Marketing
Management: An Asian Perspective, 7th edition, Pearson, Singapore.
❖ Jochen WIRTZ and Christopher Lovelock (2016), Services Marketing: People,
Technology, Strategy, 8th edition, World Scienti c, Singapore.
❖ Rethinking Marketing: Sustainable Market-ing Enterprise in Asia by Philip Kotler,
Hermawan Kartajaya, Hooi Den Huan and Sandra Liu, second edition 2006
❖ Think New ASEAN! by Philip Kotler, Hermawan Kartajaya, and Hooi Den Huan,
2014
❖ New Wave Marketing: The World is Still Round, The Markets Already Flat, by
Hermawan Kartajaya et al, 2008
❖ Stay Connect: Sur ng the New Wave Marketing by Hermawan Kartajaya et al,
2009.
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Weekly Course Agenda
 Student Guidance
In order to succeed, students are advised to do the
followings:
❖ Allocate suf cient time for self preparation
❖ Discuss concepts and cases with their syndicate
❖ Elaborate practical cases apart from cases given
❖ Have a proper notes of all lecture
❖ Contribute actively in the class
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Selling is only the tip of the iceberg

There will always be a 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
 What is Marketing?

Marketing is the activity, set of institutions, and processes

for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large

The American Marketing Association

 What is marketing?
❖ Marketing deals with the two fundamental question of:
❖ “What am I selling?”
❖ “To whom am I selling it?”
❖ The marketing literature seek to answer these questions through ve
fundamental concepts
❖ Value
❖ Segmentation
❖ Positioning
❖ Targeting
❖ Buying behavior

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Why is marketing important?
Good Marketing is No Accident

Starbucks plans to ensure

its marketing successes in
countries around the
world.
What is Marketed?
Goods

Services
Events & Experiences

Persons

Places & Properties

Organizations
Information

Ideas
Structure of Flows in a Modern Exchange Economy
A Simple Marketing System
Key Customer Markets
Consumer Markets Global Markets

Business Markets Nonprofit/ Government Markets

 I want it, I need it…
Five Types of Needs
❖ Stated needs (The customer wants an
inexpensive car)
❖ Real needs (The customer wants a car
whose operating cost, not initial price, is
low)
❖ Unstated needs (The customer expects
good service from the dealer.)
❖ Delight needs (The customer would like
the dealer to include an onboard GPS
navigation system.)
❖ Secret needs (The customer wants friends
to see him or her as a savvy consumer.)
 Reference

❖ Marketing Management, 14th ed, Phillip Kotler, Kevin

Lane Keller