MARKETING

MANAGEMEN
T
BY
PROF. DR. PM. BUDI HARYONO
Why is Marketing Management important ?

 Marketing is fulfill customer needs and wants

 Marketing is solve customer problem
 Marketing is create customer standard of living and Quality of Life
 Marketing is serve customer satisfaction
Objectives 4 P  4 C 
4C 4 E
• Customer
Value
4P • Customer 4E
• Product Cost • Experience
• Price • Customer • Exchange
• Place Convenienc • Everywhere
• Promotion e • Evangelist
• Customer
Communica
tion
What is Customer Behavior ?

 What, Why, How, Who, When, Where, is they buy ?

 Customer Perception, Motivation, Learning.
“Me or You”
Why segment ?

 Company can’t serve to all customer.

 What information serves as bases for segmentation.
 Demographic, Geographic, Psychographic, Behavior.
What is Targeting ?

 Target is selection of ideal customer

segment.
 Top, Middle, Low Class.
What is Positioning ?

 A position is your place in the market

space.
 Product positioning among competition,
price, quality, outlet.
Product to fulfill customer needs and wants

 Goods and Services.

 Core, Actual, Augmented, Expectation, Potential Product.
What is brand ?

 Name and mark.

 Brand awareness, preference, loyalty,
equity.
UJIAN
TENGAH
SEMESTER
What is Product Development ?

 Product is fulfill Customer Needs and Wants (Customer Value).

 Product Life Cycle.
 New Product development.
Product Life Cycle
What is Price ?

 Cost of Customer to buy.

 Basic concept from Competition, Cost,
Customer.
 Penetration and Skimming Strategy.
What is Channel of Distribution ?

 Level of Distribution.
 Manufacturing – Wholeseller – Retailer – Consumer.
 Supply Chain Management.
 Channel selection : Power, Coersive, Information, Legitimate ,Reference,
Reward.
What is Integrated Marketing Communication ?

 4P communication concept.
 Main objectives of promotion.
 Promotion Mix, Social Media, Direct
Marketing, WOM (positive negative).
 Budget IMC.
What is Customer Relationship ?

 Transaction Concept vs Relationship

Concept.
 CRM and SCM
 Customer Voice, Customer Service,
Customer
Loyalty/Engagement/Intimation.
What is Marketing Research ?
 Marketing Continuous
Improvement.
 Marketing evaluation,
Market, Competition,
Customer, Service.
 Research Quantitative,
Qualitative.
What is Marketing Strategy ?

 SWOT Analysis.
 Formulation,
Implementation, Control
Strategy.
UJIAN
AKHIR
SEMESTER