MARKETING MANAGEMENT

Disampaikan oleh:

Dr. Martaleni, SE.,MM

Universitas Gajayana Malang
REFERENSI
 Philip Kotler dan Kevin Lane Keller,
2016. Marketing Management
 Philip Kotler, Kevin Lane Keller and
Alexander Chernev. 2022. Marketing
Management
 Jurnal-jurnal terkini, Nasional dan
Internasional bereputasi
Defining Marketing
for the New Realities

Marketing is about identifying and meeting human

and social needs in a way that harmonizes with
the goals of the organization

Marketing Management is the activity set of

institutions, and processes for creating,
communicating, delivering, have value for
customers, clients, partners, and society at large.
Marketer Market 10 Main
Types Entities
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organizations
 Information
 Ideas
 Who Markets?
MARKETERS AND PROSPECTS
adalah seseorang yang mencari
tanggapan, perhatian, pembelian,
pemungutan suara, sumbangan dari pihak
lain, yang disebut prospek. Jika dua pihak
berusaha untuk menjual sesuatu satu
sama lain, mereka berdua disebut
pemasar.
 Delapan Status Permintaan
1. Negative demand
2. Nonexistent demand
3. Latent demand
4. Declining demand
5. Irregular demand
6. Full demand
7. Overfull demand
8. Unwholesome demand
Key Customer Markets

 Consumer Markets
 Business Markets
 Global Markets
 Nonprofit and Governmental Markets
Marketplaces, Marketspaces,
and Metamarkets
 Marketplace is Physical, such as a store
you shop.
 Marketspace is digital, as when you
shop on the internet.
 Metamarket to describe a cluster of
complementary products and services
closely in the minds of consumers, but
spread across a diverse set of
industries.
 Core Marketing Concepts
 Needs, Wants and Demands
 Target Markets, Positioning, and
Segmentation
 Offering and Brands
 Value and satisfaction
 Marketing Channels
 Supply Chain
 Competition
 Marketing Environment
 The New Marketing Realities
1. Network information technology
2. Globalization
3. Deregulation
4. Privatization
5. Heightened competition
6. Industry convergence
7. Retail transformation
8. Disintermediation
9. Consumer buying power
10. Consumer information
11. Consumer participation
12. Consumer resistance
LINGKUNGAN PEMASARAN
 Lingkungan tugas mencakup aktor-aktor
yang terlibat dalam memproduksi,
menyalurkan,dan mempromosikan tawaran
yang terdiri dari: perusahaan, pemasok,
distributor, dealer,dan pelanggan sasaran.
 Lingkungan Luas terdiri dari enam
komponen: Lingkungan demografi,
ekonomi, alam, hukum-politik, dan
lingkungan social-budaya.
Marketing Mix
Adalah seperangkat alat pemasaran
yang digunakan perusahaan untuk terus
menerus mencapai tujuan
pemasarannya di pasar sasaran.
Mc carthy menyebutnya empat P dalam
pemasaran: product, price, place,
promotion. Lihat gambar dibawah.
Robert Lauterbon mengemukakan bahwa empat P
penjual berhubungan dengan empat C pelanggan.

EMPAT P EMPAT C
Product Costumer solution
Price Costumer cost
Place Convenience
Promotion Communication
 Marketing Management Tasks

 Developing Marketing Strategies and Plans

 Capturing Marketing Insights
 Connecting with Customers
 Building Strong Brands
 Shaping the Market Offering
 Delivering Value
 Communicating Value
 Creating Successful Long-Term Growth
Company Orientation Toward
Marketplace

1. The Production Concept

2. The Product Concept
3. The Selling Concept
4. The Marketing Concept
5. The Holistic Marketing Concept
Pabrik Produk Menjual dan Laba Melalui Volume
Promosi Penjualan

a .Konsep berwawasan menjual

Pasar Kebutuhan Pemasaran Keunntungan

sasaran Pelanggan Terkoordinasi Melalui
Kepuasan
Pelanggan

b. Konsep berwawasan pemasaran

Gambar: Faktor Penentu Nilai yang

Diserahkan kepada Pelanggan