2000 Prentice Hall

2000 Prentice Hall

Objectives
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketings Responses to New
Challenges
2000 Prentice Hall
Course/Text Organization
Part I - Understanding Marketing
Management
Part II - Analyzing Marketing
Opportunities
Part III - Developing Marketing
Strategies
Part IV - Shaping the Market Offering
Part V - Managing & Delivering
Marketing Programs
2000 Prentice Hall
Defining Marketing
Pemasaran adalah suatu proses
masyarakat individu dan kelompok
untuk memperoleh apa yang mereka
perlukan dan inginkan melalui
menciptakan, menawarkan, dan
dengan bebas menukarkan produk
dan jasa berharga dengan orang lain.
- Philip Kotler (p. 7)
2000 Prentice Hall
Core Concepts of Marketing
Product or Offering
Value and Satisfaction
Needs, Wants, and Demands
Exchange and Transactions
Relationships and Networks
Target Markets & Segmentation
Marketing Channels
Supply Chain
Competition
Marketing Environment
2000 Prentice Hall
Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/service
s
Money
Communication
Information
2000 Prentice Hall
Manufactur
er
markets
Service
s,
money
Governmen
t
markets
Service
s,
money
Service
s
Servic
es,
money
Taxes
Taxes
,
good
s
Taxe
s,
good
s
Taxe
s,
good
s
Money
Mone
y
Consumer
markets
Intermediar
y
markets
Goods,
services
Goods,
services
Resources
Resource
s
Resource
markets
Money Money
Structure of Flows
2000 Prentice Hall
The Four Ps
Marketi
ng
Mix
Produ
ct
Price
Prom
otion
Place
The Four Cs
Customer
Solution
Customer
Cost
Communication
Conven-
ience
2000 Prentice Hall

Production Concept

Product Concept
Selling Concept
Marketing Concept
Konsumen menyukai produk yang
Tersedia secara luas dan murah
Konsumen menyukai produk yang
menawarkan mutu yang paling baik,
performan, atau corak yang inovatif
Konsumen akan membeli produk jika
perusahaan dengan agresif
mempromosikan penjualan produk nya
Fokus pada keinginan/kebutuhan
target market & pengiriman yang
lebih baik daripada pesaing
Company Orientations
Towards the Marketplace
2000 Prentice Hall
Marke
t
Integrated
marketing
Profits through
customer
satisfaction
Customer
needs
(b) The marketing
concept
Factor
y
Existing
products
Selling
and
promotion
Profits through
sales volume
Starti
ng
point
Focus Means Ends
(a) The selling concept
Customer Delivered Value
2000 Prentice Hall
Customers
Front-line people
Middle
Management

Top
Ma
nag
em
ent
Traditional Organization Chart
2000 Prentice Hall
Customer-Oriented
Organization Chart
Customers
Front-line people
Middle management


Top
manage-
ment
2000 Prentice Hall
Evolving Views of Marketings
Role
a. Marketing as
an
equal function
Finance
Producti
on
Marketin
g
Human
resource
s
b. Marketing as a
more
important function
Finance
Human
resource
s
Marketin
g
Producti
on
2000 Prentice Hall
Evolving Views of Marketings
Role
c. Marketing as
the
major function
Marketing
Productio
n
d. The customer as
the
controlling factor
Custome
r
2000 Prentice Hall
Evolving Views of Marketings
Role
e. The customer as the controlling
function and marketing as the
integrative function
Customer
Marketing
Production
2000 Prentice Hall
Review
Kursus Organisasi
Tugas Pemasaran
Konsep Utama& Perkakas Pemasaran
Orientasi Pasar
Pemasaran Menjawab Tantangan Baru