Marketing Management

2012

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Marketing is Universal

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Three Marketing Points

PROCESS

PLAYERS

PRODUCT

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Des-13

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Player 1

Marketer
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Who is the Marketer?

is

You

!
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2012

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Marketing Players

product
Marketer
Consumer

payment

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Consumer Market
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Player 2

Markets

Economists describe a market as a collection of buyers and sellers who transact over a particular product or product class.
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MARKET DEFINITION
Rupiah

in

Economics term

MARKET is a collection of buyer of consumers and seller of producers who have transactions over a particular product or product class.

R2 R3
MARKET

R1

Q1
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Q3
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Q2

Quantity

Traditional Market
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Modern Market
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Banjarmasin Floating Market

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Wife-selling in market
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MARKET DEFINITION
Rupiah

in

Marketing term is:

R2 R3

Potential Market Potential Market

Actual Market
Potential Market

R1

Potential Market

Q1
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Q2

Quantity

Markets

Marketers use the term market to cover various groups of customers.

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Market
is set of individuals and organizations, who have: needs and wants, purchasing power, and intense to buy goods or services for certain period of time and place.

Consumerism?

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Markets types
Consumer markets Business markets Global markets Government markets

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Needs, Wants, and Demands

Marketers must try to understand the target markets needs, wants, and demands.

Needs are basic human desires. Wants are shaped by ones society. Demands are wants for specific products backed by an ability to pay.
Marketers do not create needsneeds pre-exist marketers. Marketers, along with society influence wants.
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5 Types of Needs
Stated needs Real needs Unstated needs Delight needs Secret needs

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Marketing Players

product
Marketer Consumer

payment

Other Marketers

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Competitors
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Player 3

Competitor
Marketer

Market

Marketer

Marketer

C
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Product as a Value for customer

PRODUCT

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What is Marketed?

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Goods Services Events Experiences Persons Places Properties Organizations Information Ideas
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Modern Products
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Old Brand

Bebek ku
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Mick Jagger and his Rolling Stones Band (1960s)

Glamourous Las Vegas

Javanese Wayang Wong

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Boyscout Organization
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Marketing Debates
We need Marketing

I dont think so

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Value Creation Delivery Exchange Transaction Relationship Network

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Business Operations produce Values

Needs & Wants

Product

Benefits

Value

Satisfaction

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Value Creation

1. Marketers need to: 2. Identify new customer benefits from the customers view. 3. Utilize core competencies. 4. Select and manage business partners from its collaborative networks. 5. Business realignment may be necessary to maximize core competencies.
(Re)defining the business conceptbig idea. (Re)shaping the business scopelines of business. (Re)position the companys brand identity.

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Value creation and delivery

consists of three parts:
a) Choosing the value

(segment the market, define target market, develop offering). (product features, prices, and distribution channels).
(sales force, advertising, and promotional tools).

b) Providing the value

c) Communicating the value

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Nirmalya Kumars 3 Vs approach to marketing: Define the value segment or segments. Define the value proposition. Define the value network.

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Frederick Webster views marketing in terms of: Value defining process. Value developing processes. Value delivering processes.

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the value network

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The firms task is

to examine its costs and performance in each value-creating activity and to look for ways to improve performance.

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Value Delivery

Proficient at customer relationship management. Who the customers are, and respond to different customer opportunities. Internal resource management. Integrate major business processes within a single family of software modules. Business partnership management. Allow the company to handle complex relationships with its trading partners.

Often requires an investment in infrastructure and capabilities

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Value-delivery network (supply chain).

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Supply chain management (SCM)

is the management of a network of interconnected businesses involved in the ultimate provision of product and service packages required by end customers (Harland, 1996).

Supply chain management spans all movement and storage of raw materials, work-in-process inventory, and finished goods from point of origin to point of consumption (supply chain).

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Business Network
Suplier A Insurance

Suplier B

Company

Agent

Whole saler

Retailer

Suplier C

Warehouse

Trans porter

Consumer

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Value Exploration

Customers cognitive space

Companys competence space

(reflects existing and latent needs and includes participation, stability, freedom, and change). (broad versus focused scope of business and depth physical versus knowledge-based capabilities).

The collaborator resource space

(horizontal and vertical partnerships).

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latent needs

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Exchange

1. 2. 3. 4. 5.
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There are at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party.
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Core business processes:

1. The market sensing process
(marketing intelligence). (research and development).

2. The new offering realization process 3. The customer acquisition process

(deeper understanding of consumers). (defining target markets and consumers).

4. The customer relationship management process

Strong companies develop superior capabilities in these core business

processes. Strong companies also reengineer the workflows and build cross-functional teams responsible for each process. Many companies have partnered with suppliers and distributors to create a superior value-delivered network.
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Customer Relationship

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A Holistic Marketing Orientation and Customer Value

Value exploration
identify new value opportunities. Value creation create more promising new value offerings. Value delivery deliver the new value offerings more efficiently.

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Holistic Marketing

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The Value Chain

Primary activities:
a) b) c) d) e) a) b) c) d) Inbound logistics (material procurement). Operations (turn into final product). Outbound logistics (shipping and warehousing). Marketing (marketing and sales). Servicing (service after the sale). Procurement. Technology development. Human resource management. Firm infrastructure.

Support activities:

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THE BASIC VALUE CHAIN

Support activities
Firm Infrastructures Human Resource Man. Technological Develpment Procurement

M ar gi n

Primary activities

Outbound Logistics

Inbound Logistics

Marketing&Sales

Operations

Downstream activities
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Upstream activities
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Services

n gi r a M

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Core Competencies
Companies need resources (labor, materials, energy, etc.) Own or nurture the resources and competencies that make up the essence of the businessoutsource if competency is cheaper and available. Competitive advantage accrues to companies that possess distinctive capabilities (excellence in broader business processes). Competitive advantage derives from how well the company fits its core competencies and distinctive capabilities into tightly interlocking activity systems.

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Marketing Definition

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MARKETING
Organizations Needs

satisfaction

Markets needs

Marketer
exchange
Organizations Competencies

Market

products
Markets Purchasing Power

payments

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Whats Marketing?

Marketing

is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
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Marketing And Customer Value

Marketing involves satisfying consumers needs and wants.
The task of marketer is to deliver customer value at a profit.
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satisfying consumers needs and wants.

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Sudah yaa..
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