MARKETING

MANAGEMEN
T

Akreditasi Internasional
Akreditasi Nasional
International Accreditation
National Accreditation

‘A’
 Fakultas Ekonomi dan Bisnis
School Economics and Business VISI, MISI Magister Manajemen

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)

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 Fakultas Ekonomi dan Bisnis
School Economics and Business

Topic 11
Value Communication : Mass Communication

Akreditasi Internasional
Akreditasi Nasional
International Accreditation
National Accreditation

‘A’

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 Fakultas Ekonomi dan Bisnis
School Economics and Business

Pokok Bahasan Capaian Bahasan

Video Animasi Kuis / Latihan Link

Kesimpulan Pustaka

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 Fakultas Ekonomi dan Bisnis
School Economics and Business

Learning outcome

© 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Creating the great business leaders
 Fakultas Ekonomi dan Bisnis
School Economics and Business What is a Global Firm?

A global firm is one that operates in more than one country

and captures R&D, production, logistical, marketing, and
financial advantages in its costs and reputation that are not
available to purely domestic competitors.

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Major Decisions in International Marketing

• Deciding whether to go
• Deciding which markets to enter
• Deciding how to enter
• Deciding on the marketing program
• Deciding on the marketing organization

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Reasons for Pursuing Global Markets

 Better profit opportunities

 Larger customer base to achieve economies of scale
 Less dependence on any one market
 Desire to counterattack global competitors in their home
markets
 Customers require international service

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Risks to Going Abroad

 Lack of knowledge of foreign culture

 Lack of understanding of foreign needs
 Lack of understanding of foreign regulations
 Lack of managers with international expertise
 Changes in the country environment

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Four Stages of Internationalization

• Stage 1: No regular export activities

• Stage 2: Export via independent agents
• Stage 3: Establish sales subsidiaries
• Stage 4: Establish production facilities abroad

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School Economics and Business Momentum in Market Entry

Waterfall Approach

Sprinkler Approach

Born Global

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Regional Free Trade Zones

• European Union
• NAFTA
• MERCOSUL
• APEC
• ASEAN

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Key Emerging Markets

 Brazil
 Russia
 India
 China
 Indonesia
 South Africa

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Five Modes of Entry into Foreign Markets

• Indirect exporting
• Direct exporting
• Licensing
• Joint ventures
• Direct investment

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School Economics and Business Table 21.2 Global Marketing

Advantages
 Economies of scale
Disadvantages
 Lower marketing costs
• Differences in consumer
 Power and scope needs, wants, usage
 Consistency in brand image patterns
 Ability to leverage • Differences in consumer
response to marketing mix
 Uniformity of marketing practices
• Differences in brand
development process
• Differences in environment

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Cultural Dimensions

• Individualism vs. collectivism

• Masculine vs. feminine
• High vs. low power distance
• Weak vs. strong uncertainty avoidance

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School Economics and Business
What Marketing Aspects Might Be Adapted for International Marketing?

 Product features
 Labeling
• Brand name
 Colors
• Packaging
 Materials
• Advertising execution
 Sales promotion
• Prices
 Advertising media
• Advertising themes

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Commandments of Global Branding

• Understand similarities and differences in the global branding

landscape
• Do not take shortcuts in brand building
• Establish a marketing infrastructure
• Embrace integrated marketing communications
• Establish brand partnerships

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Commandments of Global Branding

• Balance standardization and customization

• Balance global and local control
• Establish operable guidelines
• Implement a global brand-equity measurement system
• Leverage brand elements

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School Economics and Business
Figure 21.3 Five International Product and Communication Strategies

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School Economics and Business Levels of Product Adaptation

• Production of regional product versions

• Production of country versions
• Production of city versions
• Production of retailer versions

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School Economics and Business Price Choices

• Set a uniform price everywhere

• Set a market-based price in each country
• Set a cost-based price in each country

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 Fakultas Ekonomi dan Bisnis
School Economics and Business What is a Gray Market?

A gray market consists of branded products diverted from

normal or authorized distributions channels in the
country of product origin or cross international borders;
dealers in lower priced countries sell products in higher
priced countries

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Whole-Channel Concept for International marketing

• Seller
• International headquarters
• Channels between nations
• Channels within nations
• Final buyers

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 Fakultas Ekonomi dan Bisnis
School Economics and Business The Marketing Organization

Export Departments

International Divisions

Global Organization

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 . 3
e 1
g ur Holistic Marketing Dimensions
Fi

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Internal Marketing

 R&D
 Purchasing
 Manufacturing
 Marketing
 Sales
 Logistics
 Accounting
 Finance
 Public Relations
 Other Customer-Contact Personnel

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Organizing the Marketing Department

• Functional Organization
• Geographic Organization
• Product- or Brand-Management Organization
• Market-Management Organization
• Matrix-Management Organization

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Figure 22.1 Functional Organization

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School Economics and Business Figure 22.2 The Product-Management Organization

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School Economics and Business Tasks Performed by Brand Managers

• Develop long-range and competitive strategy for each product

• Prepare annual marketing plan and sales forecast
• Work with advertising and merchandising agencies to develop
campaigns
• Increase support of the product among channel members
• Gather continuous intelligence on product performance, customer
attitudes
• Initiate product improvements

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 Fakultas Ekonomi dan Bisnis Figure 22.3 Types of
School Economics and Business Product Teams

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Market-Management Organization

 Market managers supervise several market-development

managers, market specialists, or industry specialists
 Market managers are staff people with duties like those of
product managers. They develop long-range and annual
plans for their markets.
 Companies organized this way are called market-centered
organizations.

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Building a Creative Marketing Organization

• Developing a company-wide passion for customers

• Organizing around customer segments instead of products
• Understanding customers through qualitative and quantitative
research

© 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. 34 Creating the great business leaders
 Fakultas Ekonomi dan Bisnis How Can CEOs Create a Marketing-Focused
Company?
School Economics and Business

• Convince senior management of the need to become customer

focused
• Appoint a senior marketing officer and marketing task force
• Get outside guidance
• Change the company’s reward measurement and system
• Hire strong marketing talent

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 Fakultas Ekonomi dan Bisnis
School Economics and Business How Can CEOs Create a Marketing-Focused Company?

• Develop strong in-house marketing training programs

• Install a modern marketing planning system
• Establish an annual marketing excellence recognition program
• Shift from a department focus to a process-outcome focus
• Empower the employees

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Corporate Social Responsibility

• Socially responsible behavior

• Ethical behavior
• Legal behavior

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Cause-Related Marketing

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Cause-Marketing Benefits

 Build brand awareness

 Enhance brand image
 Establish brand credibility
 Evoke brand feelings
 Create a sense of brand community
 Elicit brand engagement

© 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. 39 Creating the great business leaders
 Fakultas Ekonomi dan Bisnis
School Economics and Business Branding a Cause Marketing Program

• Self-branded: Create Own Cause Program

• Co-branded: Link to Existing Cause Program
• Jointly branded: Link to Existing Cause Program

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Social Marketing Campaigns

Cognitive

Action

Behavioral

Value

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Key Success Factors for Social Marketing Programs

• Chose target markets that are ready to respond

• Promote a single, doable behavior in clear, simple terms
• Explain the benefits in compelling terms
• Make it easy to adopt the behavior
• Develop attention-grabbing messages
• Consider an education-entertainment approach

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Social Marketing Planning Process

• Where are we?

• Where do we want to go?
• How will we get there?
• How will we stay on course?

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Figure 22.4 The Control Process

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Types of Marketing Control

Annual Plan Control

Profitability Control

Efficiency Control

Strategic Control

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Approaches to Annual Plan Control

• Sales analysis
• Market share analysis
• Sales-to-expense ratios
• Financial analysis
• Market-based scorecard analysis

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Approaches to Profitability Control

 Product
 Territory
 Customer
 Segment
 Trade channel
 Order size

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School Economics and Business Efficiency Control Approaches

 Sales force
 Advertising
 Sales promotion
 Distribution

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Strategic Control Approaches

 Marketing effectiveness rating instrument

 Marketing audit
 Marketing excellence review
 Company ethical and social responsibility review

© 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. 49 Creating the great business leaders
 Fakultas Ekonomi dan Bisnis
School Economics and Business What is a Marketing Audit?

A marketing audit is a comprehensive, systematic,

independent, periodic examination of a company’s or
business unit’s marketing environment, objectives,
strategies, and activities with a view to determining
problem areas and opportunities, and recommending a
plan of action to improve the company’s marketing
performance.

© 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. 50 Creating the great business leaders
 Fakultas Ekonomi dan Bisnis
School Economics and Business Characteristics of Marketing Audits

Comprehensive

Systematic

Independent

Periodic

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Term to know
• Reengineering
. • Globalizing
• Outsourcing • Flattening
• Benchmarking
• • Focusing
Supplier partnering
• Customer • Accelerating
partnering • Empowering
• Merging

Creating the great business leaders

 Fakultas Ekonomi dan Bisnis
School Economics and Business

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 Education : Edinburgh Gate

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 Fakultas Ekonomi dan Bisnis
School Economics and Business

THANK YOU
Pamm.tebs2@gmail.com @mm.telkomuniversity

We are like trees. We must create new leaves, new directions, in order to grow.
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