Marketing Management Market : Any person or group with whom an individual or organization has an existing or potential exchange relationship.

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Presentation transcript:

Marketing Management Market : Any person or group with whom an individual or organization has an existing or potential exchange relationship.

Marketing : is a total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets to achieve organizational objective. According to American Marketing Association ( AMA ) :The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.

Selling Vs Marketing ( 1 ) SellingMarketing Emphasis is on the product. Emphasis is on customers’ wants. Company first makes the product and then figures out how to sell it. Company first determines customers’ wants and then figures out how to make and deliver the product to satisfy those wants. Management is sales volume- oriented. Management is profit- oriented

Selling Vs Marketing ( 2 ) SellingMarketing Planning is short- run oriented, in term of today’s products and markets. Planning is long- run oriented, in terms of new products, tomorrow’s market and future growth. Needs of seller are stressed. Wants of buyers are stressed.

Needs, Wants, Demands Needs :A state of felt deprivation.These needs are not invented by marketers, they are basic part of the human makeup. E.g : mobile phone. Wants : The form taken by human needs as they are shaped by culture and individual personality. E.g : blackberry. Demands : human wants that are backed by buying power.

Product & Service : Product : anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.It includes physical objects, services, persons, places, organizations and ideas. Service : Any activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership of anything.

Customer & Consumer Customer : is the individual or organization that actually makes a purchase decision. Consumer : is the individual or organizational unit that uses or consumes a product.

Bauran Pemasaran ( Marketing Mix ) Pemasaran memfasilitasi proses pertukaran dan pengembangan hubungan dengan konsumen dengan cara mengamati secara cermat kebutuhan dan keinginan konsumen yang dilanjutkan dengan mengembangkan suatu produk ( product ) yang memuaskan kebutuhan konsumen dan menawarkan produk tersebut pada harga ( price ) tertentudan mendistribusikannya agar tersedia si tempat-tempat ( place ) yang menjadi pasarnya.Untuk itu perlu dilakukan program promosi ( promotion ) guna menciptakan kesadaran dan ketertarikan konsumen pada produk ybs.

Promotional Mix Iklan Direct Marketing Interactive / Internet Marketing Promosi Penjualan Publikasi / Humas Personal Selling