1. Defining Marketing for the 21st Century
Pertemuan 1
Ruang Lingkup Kulian
&
Defining Marketing for the 21st Century
Marketing Management
12th Edition

2. Materi Kuliah Pengantar dan Ruang Lingkup Marketing Materi :
What is Market?
What is Marketing and marketing management?
Marketing core Concepts
Marketing management philosophies

3. Marketing Management Definition
Definisi Market : seorang atau sekumpulan pelanggan yang telah membeli atau ingin membeli (mengorder) suatu produk atau service.
Market = population + Purchasing Power + Purchasing Need
Market akan tercipta jika ada need + want + ability (power)
Potential market ?

4. Needs, Want, and Demands Needs describe basic human requirements.
Want are shaped by one’s society.
Demands are wants for specific products backed by ability to pay.
Contoh : Haus – Minum – Teh Botol
Lapar – makan – gado-gado.

5. Product and service
Product---Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfying a want or need. It includes physical objectives, 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 the ownership of anything.

6. Marketing Management Definition
Jenis- jenis Market:
Consumer Market
Business Market
Global Market
Nonprofit and Government Markets
Tugas individual:
1. sebutkan definisi, karakter dan contoh dari setiap jenis market di atas
2. Jelaskan perbedaan diantara keempatnya.

7. Marketing Management Definition
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.
- Philip Kotler

8. Marketing Management Definition
Marketing is :
the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,services to create exchanges that satisfy individual and organizational goals.

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

10. Marketing Management Definition
The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organization objectives

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

12. The production concept
the production concept holds that consumers will prefers products that are widely available and inexpensive.

13. The product concept
The product concept holds that consumers will favor those products that offer the most quality,performance,or innovative features.

14. The selling concept
The selling concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization’s products. The organization must, therefore, undertake an aggressive selling and promotion effort

15. The marketing concept
The marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating,delivering,and communicating customer value to its chosen target markets

16. The societal marketing concept
The societal marketing concept holds that the organization’s task is to determine the needs, wants,and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being.

17. Levels of Competition
Generic
Form
Industry
Brand

18. Competitive Set Dell Compete for same sales dollars Same end benefit
Generic
Form
Same end benefit
Industry
Same product or class
of products
Brand
Direct substitutes

19. The Scope of Marketing Places Goods Organizations Services Information
Ideas
Goods
Services
Experiences
Events
Persons

20. The marketplace isn’t what it used to be. . .
Changing Technology
Globalization
Deregulation
Privatization
Customer Empowerment
Customization
Heightened Competition
Industry Convergence
Retail Transformation

21. Five Forces Determining Segment Structural Attractiveness
Potential Entrants
(Threat of
Mobility)
Suppliers
(Supplier power)
Industry
Competitors
(Segment rivalry)
Buyers
(Buyer power)
Substitutes
(Threats of
substitutes)

22. Core Marketing Concepts
Target Markets & Segmentation

23. Demographic Shifts Increasing Diversity of Population
Changing Family and Living Patterns
Emergence of New Children’s Markets
Income and Education Increases

24. Core Marketing Concepts
Target Markets & Segmentation
Needs, Wants and Demands
Offering and Brand
Value and Satisfaction
Marketing Channels
Supply Chain

25. Levels of Competition
Generic
Form
Industry
Brand

26. Competitive Set Dell Compete for same sales dollars Same end benefit
Generic
Form
Same end benefit
Industry
Same product or class
of products
Brand
Direct substitutes

27. Core Marketing Concepts
Target Markets & Segmentation
Needs, Wants and Demands
Offering and Brand
Value and Satisfaction
Marketing Channels
Supply Chain
Competition
Marketing Environment

28. The 4 Ps Marketing Mix Place Channels Coverage Assortments Locations
Price
List Price
Discounts
Allowances
Payment Period
Credit Terms
Place
Channels
Coverage
Assortments
Locations
Inventory
Transportation
Product
Product Variety
Quality
Design
Features
Brand Name
Packaging
Sizes
Services
Warranties
Returns
Promotion
Sales Promotion
Advertising
Sales Force
Public Relations
Direct Marketing

29. Company Orientations Toward the Marketplace
Production Concept
Product Concept
Selling Concept
Marketing Concept

30. Customer Delivered Value Holistic Marketing Concept
Target
Market
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
Holistic Marketing Concept

31. Holistic Marketing Holistic Marketing Internal Marketing Integrated
Department
Other
Departments
Senior
Management
Integrated
Marketing
4 Ps
Holistic
Marketing
Relationship
Marketing
Customers
Channel
Partners
Socially
Responsible
Marketing
Legal
Ethics
Environment
Community