Welcome to

Marketing Management
Jurusan Manajemen Fakultas Bisnis dan Ekonomika

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

Understanding Management Marketing

Marketing ada dimana mana.

Marketing menjadi bagian vital kesuksesan bisnis.

Marketing mempengaruhi dan dipengaruhi oleh kehidupan kita.

Marketing melekat dalam SETIAP hal yang kita lakukan.

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

Understanding Management Markerting

Defining Marketing for Developing Marketing

New Realities Strategies and Plans

Week 1
Week 4

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

Defining Marketing for New Realities

1. Why is marketing important?

2. What is the scope of marketing?

3. What are some core marketing concept ?

4. What force are defining the new marketing realities?

5. What does a holistic marketing philosophy include?

6. What task are necessary for successful marketing management?

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

 Good marketing is no accident. Is both art

Fact of Marketing and science, and it results from carefull planning

and execution using state of the art tools and
techniques.

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi
Scope of Marketing

What Marketing as an organizational function and a set of process for

creation, communicating, and delivering value to customer relationships in ways that
benefit the organization and its stakeholders.

Marketing is societal process by which individuals and groups obtain what they
need and want trough creating, offering, and freely exchanging products and
services of value with others.

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

Scope of Marketing (10 Main Market Type of Entities)

Goods Places
Services Properties
Events Organizations
Experiences Information
Persons Ideas

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi
Who Markets?
A marketer is someone who seeks a respons – attention, a purchase, a
vote, a donation from another party , called the prospect
Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi
 Consumer Markets, Business Markets, Global
Customer markets Markets, Non Profit & Governmental
Markets

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

Core Marketing Concept

1. Needs, Wants & Demands 6. Paid Media, Owned Media,

2. Target Markets, Positioning & Earned Media
Segmentation (STP) 7. Supply Chain
3. Offerings & Brands 8. Competition
4. Value & Satisfaction 9. Marketing Environment
5. Marketing Channels

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

Defining the New Marketing
Realities

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

Technology
Globalization
Social Responsibility
Marketing Activity Concepts (Marketing Philosophies)

The Production Concept konsumen lebih menyukai produk yang tersedia dalam jumlah
banyak dan tidak mahal

The Product Concept konsumen menyukai produk yang nemawarkan kualitas, kinerja dan
inovatif

The Selling Concept konsumen dan bisnis harus seimbang untuk mencapai target
The Marketing Concept “membuat dan menjual” berubah “ merasakan dan merespon”
The Holistic Marketing Concept pemasar mampu memahami kebutuhan dan
keinginan dengan menyadari bahwa segala hal berarti

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

The Holistic Marketing Concept

Relationship Marketing (customers, channel, partners)

Integrated Marketing (marketing mix 4P: Product, Price, Place, Promotion
+ modern marketing management 4P: People, Process, Programs,
Performance)
Internal Marketing (marketing department & others)
Performance Marketing (sales revenue, brand & customer equity, ethics,
environment, legal, community)

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

What task are necessary for successful
marketing management?

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi

• Developing Marketing
Strategies & Plans
• Capturing Marketing Insights
• Connecting with Customers
• Building Strong Brands
• Value
• Delivering Value
• Communicating Value
• Conducting Marketing
Responsibly for Long-Term
Growth
Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi
Are u ready to be good marketer?

Manajemen Pemasaran_FBE@2020_Hayuning Purnama Dewi