INTRODUCTION

Manajemen Pemasaran

Irsanti Hasyim . Program Studi Manajemen . Fakultas Ekonomi . Universitas Katolik Parahyangan
What is Marketing?
How much will this cost you?
So, What is Marketing?
 It is an organized process of
COMMUNICATING VALUE to customer
Who markets? What is being marketed? What is a market?

What is the difference between needs and demand?

What is market segmentation?

B2B and B2C

 Production
Marketing Management Concept

Product

Selling

Marketing

Societal
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Production Concept

Production concept is the idea that consumers will favor

products that are available or highly affordable.

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Product Concept

Product concept is the idea that consumers will

favor products that offer the most quality,
performance, and features that the organization
should therefore devote its energy to making
continuous improvements.

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Selling Concept

Selling concept is the idea that consumers will not buy

enough of the firm’s products unless it undertakes a large
scale selling and promotion effort.
Marketing Concept
Marketing concept is the idea that achieving
organizational goals depends on knowing the needs and
wants of the target markets and delivering the desired
satisfactions better than competitors do.
Who is YOUR customer?
What VALUE to give?
STP
SEGMENTING

TARGETING

POSITIONIG

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Value (Gupta, 2014)
• The total cost of ownership
Economic Value • Life cycle cost

• Functional benefit
Functional Value • Features vs Benefits

• Psychological benefit
Experiential Value • Branding, Design, Customer experience &
Customer services, Emotional benefit

• Network effects
Social Value • Preference formation
• Social capital
• Social relationships
17
The Axe Effect
Male
Student / College students / young executive
Age 15-25
Interest?
Hobby?
Lifestyle?
Income?
Print Ads
TV ads: Asmirandah
NEEDS
WANTS
DEMANDS
Needs, Wants, and Demand
Created by: ivan.prasetya@b0chun.com
 Customer Needs
stated needs | real needs |
unstated needs | delight needs |
secret needs |

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 TOYOTA
AGYA
So,
Which one?

BMW

TOYOTA
YARIS

FORD
FIESTA

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Demand States
• Negative demand
• No demand
• Latent demand
• Declining demand
• Irregular demand
• Full demand
• Overfull demand
• Unwholesome demand
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Should
I go?
Healthier?
Better?
Pay phone
Anyone?
We’ll all die one
day,
isn’t it ?