Defining Marketi

ng
for the 21st
Century
Marketing = Sales?
Marketing vs
Sales

Customer oriented: Product Oriented

Identifying human & social needs for value. Emphasizes the Physical product, trends or
technical superiority.
Value = Benefit vs Cost
Benefit (Product, Service, Personal, Image)
Cost (Monetary, Effort, Time, Psychological)
Production Oriented
Ex. People need small car  city car (Honda Prioritized efficiency & effectiveness
production process (cost;time)
Jazz)

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What is Marketing?

Marketing is an organizational function

with 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

art1 and science2
of choosing target markets;
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and getting, keeping, and growing
customers through
creating, communicating, and delivering 2
superior customer value.

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Selling is only the top 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

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What is Marketed?
Goods
Goods
Services
Services
Events
Events &
& Experiences
Experiences
Persons
Persons
Places
Places &
& Properties
Properties
Organizations
Organizations
Information
Information
Ideas
Ideas
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Marketing Can Promote Ideas

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Structure of Flows in a Modern Exchange
Economy (5 basic markets)

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A Simple Marketing System
(Relationship between industry and market)

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For an exchange to occur….
• 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, information, 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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 Holistic Marketing Dimensions

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Marketing Mix
4P vs 5P vs 8P
Marketing
Mix

Product Place
Variety Channels
Quality Coverage
Design Assortments
Features Locations
Brand name Inventory
Packaging Transport
Sizes Price Promotion
Services List price Sales promotion
Warranties Discounts Advertising People ??
Returns Allowances Sales force
Payment period Public relations
Process ??
Credit terms Direct marketing

Programs ??

Performances??

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TUGAS MINGGU DEPAN
• Case Study Exercise;
(Paper & Presentation)

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