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MATERI 1

DASAR-DASAR PEMASARAN

WHAT IS MARKETING ?
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging product of values with others

THE CORE CONCEPTS OF MARKETING


Needs : a state of felt of deprivation of some basic satisfaction Wants : desires for specific satisfiers Demands : wants that are backed up by ability & willingness to buy Product : anything that can be offer to someone to satisfy a need or want.

Value Cost Satisfaction Exchange / Transaction Markets

MARKETING MANAGEMENT
Is the analysis, planning, implementation, and control of program designed to create, build and maintain beneficial exchange, with target buyers for the purpose of achieving organizational objectives

MARKETING MANAGEMENT PHILOSOPHIES


The Production Concept : widely available and low in cost; high production efficiency and wide distribution coverage. The Product Concept : most quality or performance, making & improving product over time. The Selling Concept : if left alone will ordinarily not buy enough; aggressive selling & promotion efforts.

Marketing Concept : determining the needs, delivering more effectively and efficiently than competitors; market research; customer orientation The Societal Marketing Concept long run societal welfare.

THE GOALS OF THE MARKETING SYSTEM


Maximize Consumption Maximize Consumer Satisfaction Maximize Choice Maximize Life Quality

Diskusi : Jelaskan hubungan antara marketing philosophies dan tujuan sistem pemasaran !

THE MARKETINGS ROLE IN THE ORGANIZATION


Marketing as an equal function Marketing as a more important function Marketing as the major function The Customer as the controlling function The Customer as the controlling function and marketing as the integrative function (Evolusi menuju Marketing Company)

INFLUENCING FACTORS OF COMPETITION


KEHNICHI OHMAE : 3C Company Customer Competitor HERMAWAN KERTAJAYA : 4C Change Driver : Economy , Technology MICHAEL PORTER : 5 Forces Substitute Product & Potential New Entrance Suplier

COMPETITIVE SETTING EVOLUTION


Stable Interupted Complicated Sophisticated Chaos

TYPE OF COMPANY & KEY SUCCESS FACTORS


Producer ( Production Oriented) - Operational Efficiency - Product Standardization - Mass Distribution Seller (Selling Oriented) - Persuasive Selling - Product Featuring - Mass Promotion

Marketer ( Marketing Oriented) - Market Effectiveness - Product Differentiation - Balanced Promotion Specialist (Market Driven) - Niche Selectivity - Product Specialization - Integrated Communication Service Provider (Customer Driven) - Database Accountability (CRM) - Product Customization - Interactive Communication

COMPETITION GOALS
Market Share Mind Share Heart Share

VALUE OF MARKETING COMPANY


Brand Service Process

MARKETING MANAGEMENT PROCESS


1. Analyzing Marketing Opportunities 2. Researching and Selecting Target Market 3. Designing Marketing Strategies (Positioning) 4. Planning Marketing Program (Marketing Mix) 5. Organizing, Implementing and Controlling Marketing Effort.

ANALYZING MARKETING OPPORTUNITIES


Marketing Information System : Internal Record System, Marketing Intelligent System, Market Research System, Marketing Decision Support System. Analyzing The Marketing Environment Analyzing Consumer Behavior Analyzing Competitor

RESEARCHING & SELECTING TARGET


Measuring & Forecasting Market Demand : Methods & Tools. Identifiying Market Segments : Approach/ Bases & Profiling segments Selecting Target Market : Evaluating & Selecting.

DESIGNING MARKETING STRATEGIES


Differentiating & Positioning : competitive advantage & Positioning Strategy Managing Product Life Cycle Designing Strategies : Leaders, Challengers, Followers, and Nichers. Strategies for The Global Marketplace

PLANNING MARKETING PROGRAM


Managing product lines, brands, and packaging Designing pricing strategies Managing Marketing Channels : Retailing, Wholesaling Designing promotion mix strategies: advertising, direct selling, sales promotion, public relations. Managing the salesforce

MANAGING MARKETING EFFORT


Organizing and Implementing Marketing Programs Evaluating and Controlling Marketing Performance.