MARKETING MANAGEMENT 2013

UNDERSTANDING MARKETING MANAGEMENT

Silabi Manajemen Pemasaran 1. Understanding MM

2. Customer value, satisfaction and Loyalty 3. Analyzing consumers market 4. Market Segments & Targets 5. Brand Equity 6. Brand Positioning 7. Dealing with competition 8. Setting product strategy 9. Pricing Strategy 10. Marketing Channels 11. Communicating value 12. Presentasi Marketing Plan

Tugas Kelompok :  1. Presentasi per chapter  2. Presentasi Marketing Plan Buku Wajib : Kotler, Keller, Marketing Management, edisi 14, 2012

Penilaian

     Partisipasi Nilai Presentasi Individual Nilai Presentasi Kelompok UTS UAS : 10% : 20% : 10% : 30% : 30%

What is Marketing…??

Selling?

Advertising?

Promotions?

Making products available in stores?

Maintaining inventories?

All of the above, plus much more!

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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. ( American Marketing Association, dalam Kotler dan Keller, 2012 ) Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 25

Marketing

is a societal process by which individuals and groups obtain what they services of value need and want through creating, offering, and freely exchanging products and with others ( Kotler and Keller, 2012 ) Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 25

Marketing management

growing customers through creating, delivering, and communicating superior customer value.

is the art and science of choosing target markets and getting, keeping, and Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 25

Simple Marketing System Communication Industry (a collection of sellers) Goods/services Money Market (a collection of Buyers) Information

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Persons

What is Marketed?

      Experiences Events Properties Organizations Information Ideas Goods Places Services

What is Marketed?

1. Goods – 2. Services – Physical products, consumer products, consumer durables, etc.

Transport, repair & maintenance, legal, financial, consultancy, hotel, specialised skills, professionals, 3. Events – Trade shows, sports, world cups, vintage car rally, fashion shows, artistic performance, annual functions, event management, etc.

4. Experiences – Theatres, opera, Disney-world, trekking, mountaineering, ocean cruise, cinema, music concerts, etc.

5. Persons – 6. Places – Celebrity marketing, film stars, politicians, artists, performers, advertisers, and now also CEOs of companies.

Cities, states, countries for tourism, leisure & place for industrialisation, real estate agents & business

What is Marketed?........

 7. Properties – Ownership of tangible properties like real estate, house, apartment, farm house, precious metals and intangible properties like financial portfolio of various securities, stocks, bonds.

8. Organisation – Building up identity, image, reputation, and brand value in the minds of consumers.

9. Information – It can be produced, packaged & marketed as a product – text books, encyclopaedias, magazines & journals on literature, science, technology, medicine info, available thru internet 10. Ideas – The concept regarding a utility, business opportunity, advertising / marketing ideas, scientific & technical, social, financial, psychological etc.

Core Marketing Concepts

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

Core Marketing Concepts

Marketing Channels Supply Chain Marketing Environment Competition

Core Marketing Concepts

PENERBIT ERLANGGA 16

Core Concepts of Marketing

Based on :  Needs, Wants, Desires / demand  Products, Utility, Value & Satisfaction  Exchange, Transactions & Relationships  Markets, Marketing & Marketers.

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Bab

1 Pemasaran:

Mengatur Hubungan Pelanggan yang Menguntungkan

Needs, wants, and demands

;  Needs are states of felt deprivation. All humanity have the same needs; ◦ Physical needs: Food, clothing, shelter, safety.

◦ Social needs: Belonging, affection.

◦ Individual needs: Learning, knowledge, self-expression  – food ( is a must ) Wants ; are needs shaped by culture and individual personality  Want – Pizza, Burger, French fry's ( translation of a need as per our experience )

Demand

– Burger ( translation of a want as per our willingness and ability to buy ) 18

Bab

1 Pemasaran:

Mengatur Hubungan Pelanggan yang Menguntungkan

Penawaran Pasar (Marketing Offer)

consumer needs and wants are fulfilled through a marketing offer, which is some combination of products, services, or experiences offered to a market to satisfy a need.

Value the value or benefits the customers gain from using the product versus the cost of obtaining the product.

Satisfaction Based on a comparison of performance and expectations.

Performance > Expectations => Satisfaction Performance < Expectations => Dissatisfaction

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Exchange, transactions, and relationships

Exchange : The act of obtaining a desired object from someone by offering something in return.

Transaction : consists of a trade values between two parties.

Relationship : The goal of marketers is to build solid relationship with customers and retaining them by delivering superior value.

Markets

The set of all actual and potential buyers of a product. Sellers must search for buyers, both buyers and sellers are carried out by marketing

Who is Responsible for Marketing?

Entire Organization Marketing Department Chief Marketing Officer (CMO)

Marketing Concepts

Production Mass production Mass distribution Quality Innovation Product Selling Unsought goods Overcapacity Create, deliver, and communicate value Marketing Holistic

Company Orientations Towards the Marketplace

Production Concept Consumers prefer products that are widely available and inexpensive Product Concept Selling Concept Marketing Concept Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors

  Pemasaran secara keseluruhan (

holistic marketing

) merupakan ide dimana pemasaran merupakan segalanya, dikatakan bahwa organisasi yang sukses harus memiliki pendekatan secara menyeluruh pada pemasaran dimana semua bagian dari organisasi memfokuskan untuk bagaimana meningkatkan nilai tambah bagi pelanggan dan bagaimana mengkomunikasikan nilai tersebut kepada pelanggannya .

Holistic Marketing Dimensions

Build long-term relationships

Relationship Marketing

Develop marketing networks

Integrated Marketing

Create, communicate, and deliver customer value

Internal Marketing

Performance Marketing

Social Responsibility Financial Accountability

The Four P’s of the Marketing Mix

Marketing Management Tasks

        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

Tahap-tahap Proses Perencanaan

Menganalisis peluang pasar Riset pemasaran dan sistem informasi (bab 5) Lingkungan pemasaran (bab 6) Pasar konsumen(bab 7) Pasar bisnis (bab 8) Memperhatikan para pesaing (bab 9) Mengidentifikasi segmentasi pasar (bab 10) Merancang strategi pemasaran (Bab 11-13) Merancang program pemasaran (Bab 14-21) Strategi Positioning (bab 11) Pengembangan pasar baru (bab 12) Peluang & tantangan global yang berubah (bab 13) Seting strategi produk dan merek (bab 14) Mendesain jasa (bab 15) Strategi harga (bab 16) Saluran pemasaran (bab 17 & 18) Strategi promosi (bab 19 s/d 21) Melaksanakan pemasaran (Bab 22) Melaksanakan usaha Pemasaran total (bab 22) 33

Demographic Economic Environment Suppliers Faktor-faktor yang Mempengaruhi Strategi Perusahaan Political Legal Environment Marketing Intermediaries Place Product Target Consumers Promotion Price Technological Natural Environment Publics Competitors Social Cultural Environment 34

10 dosa pemasaran

5.

6.

7.

8.

9.

1.

2.

3.

4.

10.

Perusahaan tidak berfokus pada pasar dan tidak digerakkan oleh pelanggan pada tingkat yang memadai Perusahaan tidak sepenuhnya memahami pelanggan sasarannya Perusahaan perlu menentukan dan memantau pesaingnya dengan lebih baik Perusahaan belum mengelola hubungan dengan pemangku kepentingan (stakeholder)nya secara benar Perusahaan kurang lihai dalam menentukan peluang-peluang baru Rencana pemasaran dan proses perencanaan perusahaan buruk Kebijakan-kebijakan produk dan jasa perusahaan memerlukan pengetatan Keahlian komunikasi dan pembangunan merek perusahaan lemah Perusahaan tidak terorganisasi dengan baik untuk menjalankan pemasaran secara efektif dan efisien Perusahaan tidak memaksimalkan pemanfaatan teknologi.

13 Kunci Marketing 2013 ala Hermawan Kartajaya

1. Connectivityo

[konektivitas].

2. Community

[komunitas].

3. Confirmation

[konfirmasi].

4. Clarification

[klarifikasi].

5. Codification

[kodifikasi]

6. Co-creation 7. Currency

[mata uang].

8. Communal Activation

[aktivasi komunitas].

9. Kesembilan, Conversation

[obrolan].

10.Commercialization

[komersialisasi].

11.Character

[karakter].

12.Care

[perhatian].

13. Collaboration

[kolaborasi]