MARKETING MANAGEMENT

MM560
2020
Assoc.Prof.Dr. Wilhelmus
Hary susilo

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PERTEMUAN MATERI 03

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MODUL 03

WEEK ●
The Grand Theory
of Marketing
03nd ●
The role of theory

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 I. GRAND TEORI MANAJEMEN
MARKETING

Grand Theory: teori dasar dengan memiliki cakupan pengakuan yang luas, serta
ada pengakuan.

Service Dominand Logic

Theory: value offering,
Resources-Advantage of value articulation,
Competition Theory epistemic value (Vargo
( Shelby D Hunt) and Lusch, 2008, and
Akaka, 2009, Evans,
2015)
Consumer Culture
Theory, Relationship
Marketing (Maxim,
2009), Social Exchange
Theory (Guo et al, 2017)

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GRAND THEORY 01

RESOURCE-


ADVANTAGE (R-A)
GRAND MARKETING
THEORY
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 RESOURCE-ADVANTAGE THEORY
By Hunt and Morgan, 1995, 2000

ORIGINAL SCOPE R-A MARKETING SCOPE MARKETING INSIGHTS

THEORY
R-A THEORY, the Was developed in a Strategic marketing practice
comparative marketing context. and operations can provide a
advantage theory of Giving its marketing competitive advantage for all
competition, a foundation, the R_A marketing organizations in
general theory of Theory envisions the marketplace.
competitions: marketing organization R-A THEORY’ stresses that
suggests that the as a bundle of marketing productivity and
basis for a sustainable marketing resources economic growth are
competitive that it rooted in furthered through both of
advantage resides in disequilibrium- seeking efficient allocation of scarce
an organization’s process embed-ded in tangible marketing resources
resources and in how market place of less and the creation of new
in structures, bundles than perfect intangible and tangible
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and leverages those competition. marketing resources.
Dr Wilhelmus Hary Susilo 2019
R-A GRAND MARKETING THEORY –
(the back ground )

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THE PREMISES

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NEXT THE PREMISES

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THE STRESSES

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MARKET SEGMENT
Difined as intra industry
groups of consumers who
tasted and preferences with
regard to industry’s output
are relative homogeneous.

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RESOURCES
Defined as tangible and
intangible entities available
to the firm that enable it to
produce efficiently and or
effectively market offering
that has value for some
market segments.
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FIG. THE R-A THEORY OF
COMPETITIONS

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The Scematic

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The structure and Foundations

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The Catagory

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A Scematic of R-A Theory of
Competition

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THE SUCCESS

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