1 Introduction-Marketing Manajemen

MARKETING
MANAGEMEN
T
Akreditasi Internasional
Akreditasi Nasional
International Accreditation
National Accreditation
‘A’
Fakultas Ekonomi dan Bisnis
School Economics and Business VISI, MISI Magister Manajemen
Telkom University
VISI
“Menjadi program studi Magister Manajemen berbasis teknologi informasi dan
komunikasi (TIK) yang unggul di Asia Tenggara pada tahun 2022”
MISI
Menumbuhkembangkan pemimpin, manajer dan peneliti yang unggul di Asia
Tenggara melalui pengajaran, penelitian dan pengabdian masyarakat dengan
memanfaatkan jejaring dan kapabilitas pemangku kepentingan yang kami
miliki di industri teknologi informasi dan komunikasi (TIK)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 2 Creating the great business leaders 2
School Economics and Business
Telkom University
Chapter 1
Introduction to Management
Akreditasi Internasional
Akreditasi Nasional
International Accreditation
National Accreditation
‘A’
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 3 Creating the great business leaders
Telkom University
Pokok Bahasan Capaian Bahasan
Video Animasi Kuis / Latihan Link
Kesimpulan Pustaka
Learning outcome
1. Kejelasan konsep pemasaran
2. Kejelasan membedakan konteks web 1.0, 2.0, 3.0
Creating the great business leaders

• Marketing is the activity, set of institutions, and

processes for creating, communicating,
delivering, and exchanging offers that have
value for customers, clients, partners,
and society at large.
• Marketing management is the art and

science of choosing target markets and
getting, keeping, and growing customers
through creating, delivering, and
communicating superior
customer value.
What is Marketed?
Telkom University
Persons  Experiences
 Events
 Properties
 Organizations
 Information
 Ideas
Goods
Places
Services Creating the great business leaders
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 8
Who markets?
Telkom University
Response
Attention
Purchase
Donation
Vote
Marketer Prospect
Types of Demand
Telkom University
Unwholesome Declining
• Nonexistent
• Latent
Irregular • Full
Negative • Overfull
School Economics and Business Markets
Telkom University
. 1
e 1
ur
Fi g
School Economics and Business Simple Marketing System
. 2
e 1
ur
Fi g
12 Creating the great business leaders

School Economics and Business Key Customer Markets
Global Markets
Consumer Market
Business Markets Government Market

School Economics and Business Markets
Marketplaces Marketspaces
Metamarkets
Core Marketing Concepts

Needs, Wants, and Demands Target Markets, Positioning, and
Segmentation
Offerings and Brands
Value and Satisfaction

Core Marketing Concepts
Telkom University
Marketing Channels
Supply Chain
Marketing Environment Competition
School Economics and Business The New Marketing Realities
Globalization Communicate
Information w/Customer
Technology Collect Information
Major Societal New Company

Forces Capabilities
Consumer Differentiate
Information Increased Goods
Competition

School Economics and Business Who is Responsible for Marketing?
Entire Organization
Marketing Department
Chief Marketing Officer

(CMO)

Marketing Concepts
Quality Create, deliver, and

Innovation communicate value
Production Product Selling Marketing Holistic
Mass production Unsought goods
Mass distribution Overcapacity

School Economics and Business Holistic Marketing Dimensions
. 3
e 1
ur
Fi g

School Economics and Business Relationship Marketing
Build long-term relationships
Develop marketing networks

School Economics and Business Integrated Marketing
Create, communicate, and deliver

customer value

School Economics and Business Internal Marketing

School Economics and Business Performance Marketing
Social Responsibility
Financial Accountability
. 4
re 1 The Four P’s of the Marketing Mix
g u
Fi
Marketing Management Tasks
Telkom University
 Developing market strategies and plans
 Capturing marketing insights
 Connecting with customers
 Building strong brands
 Shaping market offerings
 Delivering value
 Communicating value
 Creating long-term growth
Marketing Past, Now and Future

School Economics and Business E-Marketing’s Past: Web 1.0
Telkom University
 The Internet started in 1969 as the ARPANET, a network for
academic and military use.
 Web pages and browsers appeared in 1993.
 The first generation of e-business was like a gold rush.
 Between 2000 and 2002, more than 500 internet firms shut down in the U.S.
 By Q4 2003, almost 60% of public dot-coms were profitable.
©2009 Pearson Education, Inc. 1-28

Publishing as Prentice Hall
School Economics and Business E-Business to Just Business
Telkom University

School Economics and Business E-Marketing Today: Web 2.0
Telkom University
 Web 1.0 connected people to networks.
 Web 2.0 connected people with machines and each other.
 Web 2.0 is the second generation of internet technology and
includes:
 Blogs
 Social networking
 Photo, video, and bookmark sharing

School Economics and Business The Future: Web 3.0
Telkom University
 The newest technologies allow marketers to focus on user:
 Engagement
 Participation
 Co-creation
 Online gaming represented over $1 billion in revenue and 15 million
players in 2006.

Term to know

Reference
Buku Utama:
1. Solomon, Michael R, Greg W Marshal, and Elnora W Stuart, (2018), Marketing:
Real people, Real Choices, 9th Edition, Pearson Education; US
2. Kotler, Philip dan Kevin Lane Keller, (2016). Marketing Management. 15th
Global Edition. Pearson Education: Edinburgh Gate
Buku Tambahan:
1. Frost, Raymond, Alexa K Fox and Judy Strauss, (2019). e-Marketing, 8th Ed.,
Routledge, New York
2. Chaffey, Dave and Ellis-Chadwk, Flona (2015). Digital Marketing, Strategy
Implementation and Practice, 6th Edition. Pearson Educatio : Edinburgh Gate
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

THANK YOU
Pamm.tebs2@gmail.com @mm.telkomuniversity
We are like trees. We must create new leaves, new directions, in order to grow.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

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MARKETING

Pokok Bahasan Capaian Bahasan

Video Animasi Kuis / Latihan Link

Creating the great business leaders

• Marketing is the activity, set of institutions, and

• Marketing management is the art and

12 Creating the great business leaders

Business Markets Government Market

Core Marketing Concepts

Offerings and Brands

Value and Satisfaction

Marketing Environment Competition

Major Societal New Company

17 Creating the great business leaders

Chief Marketing Officer

18 Creating the great business leaders

Quality Create, deliver, and

19 Creating the great business leaders

20 Creating the great business leaders

Build long-term relationships

Develop marketing networks

21 Creating the great business leaders

Create, communicate, and deliver

22 Creating the great business leaders

23 Creating the great business leaders

Marketing Past, Now and Future

27 Creating the great business leaders

©2009 Pearson Education, Inc. 1-28

©2009 Pearson Education, Inc. 1-29

©2009 Pearson Education, Inc. 1-30

©2009 Pearson Education, Inc. 1-31

Creating the great business leaders

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

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