Defining Marketing

for the 21st

Century

Marketing Management, 13th ed

 Chapter Questions
• Why is marketing important?
• What is the scope of marketing?
• What are some fundamental marketing
concepts?
• How has marketing management
changed?
• What are the tasks necessary for
successful marketing management?

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 Good Marketing is No Accident

Starbucks plans to
ensure its marketing
successes in
countries around the
world.

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 What is 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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 What is Marketing Management?

Marketing management is the

art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and
communicating superior customer
value.
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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
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Inc. Publishing as Prentice Hall
 What is Marketed?
Goods

Services
Events & Experiences

Persons
Places & Properties
Organizations
Information

Ideas
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 Successful New Product Launches
Require Careful Planning

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 Marketing Can Promote Ideas

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 Figure 1.1 Structure of Flows in a
Modern Exchange Economy

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 Figure 1.2 A Simple Marketing System

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 Demand States
(Penjelasan ada di slide berikut)

Negative Nonexistent Latent

Declining Irregular

Full Overfull Unwholesome

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 Eight demand states possible:
Negative demand - consumers dislike the product and may even pay to avoid
it.
Nonexistent demand - consumers may be unaware of or uninterested in the
product.
Latent demand - consumers may share a strong need that cannot be satisfied
by an existing product.
Declining demand - consumers begin to buy the product less frequently or not
at all.
Irregular demand - consumer purchases vary on a seasonal, monthly, weekly,
daily or even hourly basis.
Full demand - consumers are adequately buying all products put into the
marketplace.
Overfull demand - more consumers would like to buy the product than can be
satisfied.
Unwholesome demand - consumers may be attracted to products that have
undesirable social consequences.

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 Key Customer Markets
Consumer Markets Global Markets

Business Markets Nonprofit/ Government Markets

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 Edmunds.com:
A Metamediary Website

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 Functions of CMOs
(Chief Marketing Officer)

• Strengthening the brands

• Measuring marketing effectiveness
• Driving new product development
based on customer needs
• Gathering meaningful customer
insights
(wawasan)

• Utilizing (memanfaatkan) new marketing

technology
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 Figure 1.3 Improving CMO Success
• Make the mission and responsibilities clear
• Fit the role to the marketing culture and
structure
• Ensure the CMO is compatible with the
CEO
• Remember that show people don’t
succeed
• Match the personality with the CMO
type
• Make line managers marketing heroes
1-17 • Infiltrate the Copyright
line organization (menyusup)
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 Core Marketing Concepts

• Needs, wants, and • Value and

demands satisfaction
• Target markets, • Marketing
positioning, channels
segmentation • Supply
• Offerings and chain
brands • Competitio
n
• Marketing
environment
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 I want it, I need it…

Five Types of Needs

• Stated needs
• Real needs
• Unstated needs
• Delight needs
• Secret needs

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 The marketplace isn’t what it used to be…

Information technology

Globalization
Deregulation

Privatization
Competition
Convergence
Consumer resistance
Retail
transformation
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 New Consumer Capabilities
• A substantial increase in buying power
• A greater variety of available goods and
services
• A great amount of information about
practically anything
• Greater ease in interacting and placing and
receiving orders
• An ability to compare notes on products and
services
• An amplified voice to influence public
opinion
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 Company Orientations

Production Product

Selling Marketing

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 Figure 1.4 Holistic Marketing Dimensions

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 RBC emphasizes a
relationship marketing approach

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 Figure 1.5 The Four P’s

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 Carnival uses
online marketing activities

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 Internal Marketing

Internal marketing is the task of

hiring, training, and motivating able
employees who want to serve
customers well.

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 Performance Marketing

• Financial Social Initiatives

Accountability • Corporate social
• Social marketing
Responsibility • Cause marketing
Marketing • Corporate philanthropy
(kedermawanan)
• Corporate community
involvement
• Socially responsible
business practices

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 Marketing Management Tasks
• Develop market strategies and plans
• Capture marketing insights (wawasan)
• Connect with customers
• Build strong brands
• Shape market offerings
• Deliver value
• Communicate value
• Create long-term growth

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 Marketing Debate:
Take a Position!

Does marketing shape consumer needs?

or
Does marketing merely reflect the needs
and wants of consumers?

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 Marketing Discussion

 Consider the societal forces noted in

the chapter (e.g., information
technology, globalization, deregulation,
consumer resistance, retail
transformation).
 How have marketing practices shifted
to accommodate and even leverage
(mempengaruhi) these forces?

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