1. MARKETING MANAGEMENT
Dr. Pramono Hariadi, MS

2. DEFINISI
“Marketing adalah penciptaan dan penyampaian standar hidup yang lebih tinggi”.

3. “Marketing adalah proses manajerial dan sosial dengan cara ini individu dan kelompok menemukan apa yang mereka butuhkan (need) dan inginkan (want) melalui penciptaan, penawaran dan pertukaran nilai barang dan jasa dengan pihak lain”.

4. Kata kunci
Kebutuhan (needs) dan Keinginan (wants) pelanggan
Permintaan dan pasar
Pilihan, dalam upaya memaksimalkan nilai atau kegunaan

5. PROSES PEMASARAN

6. SCOPE MARKETING Marketers terkait dengan 10 hal: 5. Persons 6. Places
1. Physical Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10. Ideas

7. A SIMPLE MARKETING SYSTEM
COMMUNICATION
GOODS & SERVICES
MARKET
(A collection
of buyers)
INDUSTRY
(A collection
of sellers)
MONEY
INFORMATION

8. STRUKTUR PRTUKARAN PADA EKONOMI MODERNS
Resources
Resources
Resource
Markets
Money
Money
Services
& Money
Taxes &
Goods
Services
Government
Markets
Consumer
Markets
Manufacturer
Markets
S&m
Taxes
Taxes &
Goods
S&m
T&g
Money
Money
Intermediary
Markets
Goods & Services
Goods & Services

9. KONSEP-KONSEP PEMASARAN
Ada lima jenis konsep marketing:
The PRODUCTION CONCEPT : konsumen lebih menyukai produk yang tersedia secara luas di pasar dan murah.
The PRODUCT CONCEPT: konsumen menyukai suatu produk yang memiliki kelebihan kualitas, penampilan atau fitur yang inovatif .

10. The SELLING CONCEPT : konsumen tidak akan membeli produk perusahaan cukup banyak, oleh karena itu perusahaan harus melakukan upaya penjualan dan promosi.
The MARKETING CONCEPT : kunci pencapaian tujuan perusahaan adalah dalam penciptaan, penghantaran dan komunikasi nilai pelanggan yang lebih efektif terhadap sasaran pasar yang telah ditetapkan.

11. The SOCIETAL MARKETING : tugas organisasi (perusahaan) adalah untuk menetapkan kebutuhan, keinginan dan ketertarikan konsumen yang menjadi sasaran pasar serta menghantarkan kepuasan yang dibutuhkan yang lebih efektif dari pesaing.

12. The Core Concepts of Marketing1 3 2
Needs
Value
Products
Wants
Cost
Demands
Satisfaction 4 6
Exchanges 5
Marketing
Markets
Transactions
Marketers
Relationships

13. CUSTOMER RELATIONSHIPS

14. CREATING CUSTOMER VALUE AND SATISFACTION
Total customer value: the bundle of benefits customers expect from a given product or service.
Total customer cost: the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the product or service.
Customer delivered value: the difference between total customer value and total customer cost.
(continued)

15. CREATING CUSTOMER VALUE AND SATISFACTION
Example of Customer Delivered Value:
a) Buyers perception of offer’s worth = Rp.200,000,-
b) Company’s cost of manufacture = Rp.140,000,-
c) Company’s price = Rp.160,000,-
1. Customer Delivered Value: = Rp.40,000,-
2. Customer Delivered Value: = 1.25 (as a ratio)
(continued)

16. CREATING CUSTOMER VALUE AND SATISFACTION
Customer Satisfaction: Whether a customer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectations. We may define it as:
“Customer satisfaction or dissatisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to the person’s expectations”.

17. THE NATURE OF HIGH PERFORMANCE BUSINESSES
Set strategies
to satisfy key
stakeholders …
STAKEHOLDERS
… by improving
critical business
processes …
PROCESSES
… and aligning
resources and
organization.
RESOURCES
ORGANIZATION

18. MARKET-ORIENTED STRATEGIC PLANNING
Ref: Chapter 4 of Core Text

19. STRATEGIC PLANNING: THE FOUR LEVELS
Most large companies consist of four organizational levels:
The Corporate level
The Division level
The Business Unit level
The Product level

20. THE STRATEGIC PLANNING, IMPLEMENTATION & CONTROL PROCESSES
IMPLEMENTING
CONTROLLING
Corporate
Planning
Organizing
Measuring
Results
Division
Planning
Implementing
Diagnosing
Results
Business
Planning
Taking
Corrective
Action
Product
Planning

21. DEFINING THE CORPORATE MISSION
Peter Drucker’s Classic Questions:
1. What is our business?
2. Who is the customer?
3. What is value to the customer?
4. What will our business be?
5. What should our business be?
Ref: Chapter 4 of core Text

22. GOOD MISSION STATEMENTS
Good mission statements have three major characteristics:
1. They focus on limited number of goals.
2.They stress the major policies and values the company wants to honor.
3. They define the major competitive scopes within which the company will operate.
Ref: Chapter 4 of Core Text

23. COMPETITIVE SCOPES OF A COMPANY
Industry scope
Products and applications scope
Competence scope
Market segment scope
Vertical scope
Geographical scope
Ref: Chapter 4 of Core Text

24. ESTABLISHING STRATEGIC BUSINESS UNITS
Large companies normally manage different businesses, each requiring its own strategy. These are termed as Strategic Business Units (SBUs). An SBU has three characteristics:
It is a single business or a collection of related businesses that can be planned separately from the rest of the company.
It has its own set of competitors.
It has a manager who is responsible for strategic planning and profit performance and who controls most of the factors affecting profit.
Ref: Chapter 4 of Core Text

25. ASSIGNING RESOURCES TO SBUs (THE BCG GROWTH-SHARE MATRIX)
The Boston Consulting Group (BCG), a leading management consulting firm, popularized the growth-share matrix. It is divided into four cells, each indicating a different type of business. The market-growth rate on the vertical axis indicates the annual growth rate of the market in which the business operates. The relative market share, measured on the horizontal axis, refers to the SBUs market share relative to that of the largest competitor in the segment.
Ref: Chapter 4 of Core Text

26. THE BCG GROWTH-SHARE MATRIX
RELATIVE MKT SHARE
20%
STARS
QUESTION MARKS
MKT
GROWTH
10%
DOGS
CASH COWS 0%
10x 1x
0.1x

27. Personal & Environmental
Marketing Management
Personal & Environmental
Factors
Marketing Factors
Purchase Process
Product
Psychological
Price
Personal
Discussed on pages This slide duplicates Figure 12.2 on page 387.
Notes:
The purchase process is affected by the marketing strategy of the firm (marketing mix) as well as the factors affecting consumers on a personal level.
Activities:
Analysis Questions: #3,4
Place
Social
Cultural
Promotion

28. Market Segmentation
Segmentation is dividing the market into groups whose members have similar characteristics.
Levels of segmentation:
Mass marketing – sell the same product to as many perole as possible
Niche Marketing – finding small/profitable market segments and designing for them
One-to-One Marketing – unique mix of goods and services for each customer
Best segmentation is to use many bases to come up with a target market that is sizeable, reachable and profitable.

29. Market Segmentation: Target Marketing
any group of potential customers who have similar wants and needs and can be expected to show interest in the same products
Focus on:
Geographic region
Customer demographics
Customer psychographics
Product-use variables

30. THE BCG MARIX (CONTD)
QUESTION MARKS: New businesses of the company in high growth-rate markets.
STARS: Successful Question-mark businesses become stars that gain market share and generate profits for the company.
CASH COWS: When market-growth rate slows down as competitors enter the segment, businesses that remain successful become Cash Cows. They fund Stars and new Question-mark businesses.
DOGS: These are businesses in decline and the company has the option to “harvest” or “divest”.

31. THE MARKETING PROCESS The Marketing Process consists of:
Analyzing Marketing Opportunities
Researching and Selecting Target Markets
Designing Marketing Opportunities
Planning Marketing Programs
Organizing, Implementing, and Controlling the Marketing Effort
Ref: Chapter 4 of Core Text

32. MARKETING ENVIRONMENT & SYSTEM
Ref: Chapter 6 of Core Text

33. MARKETING ENVIRONMENT FACTORS
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Political-legal Environment
Social-cultural Environment

34. DEMOGRAPHIC ENVIRONMENT
Worldwide Population Growth
Population Age Mix
Ethnic Markets
Educational Groups
Household Patterns
Geographical Shifts in Population
Shift from Mass to Micromarkets
Ref: Chapter 6 of Core Text

35. ECONOMIC ENVIRONMENT Income Distribution Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
Savings, Debt, and Credit Availability
Ref: Chapter 6 of Core Text

36. NATURAL ENVIRONMENT Shortage of Raw Materials Increased Energy Costs
Increased Pollution Levels
Changing Role of Governments
Ref: Chapter 6 of Core Text

37. TECHNOLOGICAL ENVIRONMENT
Accelerating Pace of Technological Change
Unlimited Opportunities for Innovation
Varying R&D Budgets
Increased Regulation of Technological Change
Ref: Chapter 6 of Core Text

38. POLITICO-LEGAL ENVIRONMENT
Legislation Regulating Business:
Growth of Special Interest Groups
Ref: Chapter 6 of Core Text

39. SOCIO-CULTURAL ENVIRONMENT
Persistence of Core Cultural Values:
Core beliefs
Secondary beliefs
Existence of Subcultures
Shifts of Secondary Cultural Values Through Time
Ref: Chapter 6 of Core Text

40. ANALYZING CONSUMER BEHAVIOR
Ref: Chapter 7 of Core Text

41. ANALYZING CONSUMER BEHAVIOR
FACTORS INFLUENCING CONSUMER BEHAVIOR
BUYING ROLES
TYPES OF BUYING BEHAVIOR
THE BUYING DECISION PROCESS
Ref: Chapter 7 of Core Text

42. FACTORS INFLUENCING CONSUMER BEHAVIOR
CULTURAL FACTORS:
Culture
Sub-culture
Social Class
SOCIAL FACTORS:
Reference groups
Family
Roles & statuses
Ref: Chapter 7 of Core Text

43. FACTORS INFLUENCING CONSUMER BEHAVIOR(2)
PERSONAL FACTORS
Age and Life-Cycle Stage
Occupation
Economic Circumstances
Lifestyle
Personality & Self-concept
Ref: Chapter 7 of Core Text

44. FACTORS INFLUENCING CONSUMER BEHAVIOR (3)
PSYCHOLOGICAL FACTORS
Motivation
Learning
Perception
Beliefs & Attitudes
Ref: Chapter 7 of Core Text

45. BUYING ROLES
INITIATOR: The first person to suggest the idea of buying.
INFLUENCER: A person whose views impact the buying decision.
DECIDER: The person who decides on what, when & where to buy the product or service.
BUYER: The actual purchaser.
USER: The person who uses/consumes the product or service.
Ref: Chapter 7 of Core Text

46. TYPES OF BUYING BEHAVIOR
DEGREE OF INVOLVEMENT
HIGH
LOW
VARIETY-
SEEKING
BUYING
BEHAVIOR
COMPLEX
BUYING
BEHAVIOR
HIGH
DEGREE OF
DIFFERENCES
IN BRANDS
DISSONANCE-
REDUCING
BUYING
BEHAVIOR
HABITUAL
BUYING
BEHAVIOR
LOW

47. TYPES OF BUYING BEHAVIOR
COMPLEX BUYING BEHAVIOR: High involvement, very expensive, infrequently purchased,very risky, self-expressive products (designer jewelry, custom-designed sports cars, housing).
DISSONANCE REDUCING BUYING BEHAVIOR: High involvement, expensive, infrequently purchased, self-expressive products (furniture, white goods, PCs).
Ref: Chapter 7 of Core Text

48. TYPES OF BUYING BEHAVIOR (CONTD)
VARIETY SEEKING BUYING BEHAVIOR: Low involvement, frequently purchased, inexpensive products (pastries, biscuits, snacks).
HABITUAL BUYING BEHAVIOR: Low involvement, frequently purchased, inexpensive products (sugar, salt, flour, commodities).
Ref: Chapter 7 of Core Text

49. THE BUYING DECISION PROCESS
Problem/need Recognition
Information Search
Evaluation Of Alternatives
Purchase Decision
Postpurchase Behavior
Ref: Chapter 7 of Core Text

50. PROBLEM/NEED RECOGNITION
From Internal Stimuli:
Hunger
Thirst
Fear
From External Stimuli:
Neighbor’s Purchases
Advertisements
Window Shopping
Newspapers & Magazines
Ref: Chapter 7 of Core Text

51. INFORMATION SEARCH From Personal Sources: Family Friends Neighbors
Acquaintances
From Commercial Sources:
Advertisements
Dealers
Salespersons
Packaging
Displays
Ref: Chapter 7 of Core Text

52. INFORMATION SEARCH (CONTD)
From Commercial Sources:
Advertisements
Dealers
Salespersons
Packaging
Displays
Ref: Chapter 7 of Core Text

53. INFORMATION SEARCH (CONTD)
From Public Sources:
Mass Media
Chambers of Commerce
Consumer Rating Magazines
From Experiential Sources:
Handling the Product
Examining the Product
Using the Product
Ref: Chapter 7 of Core Text

54. EVALUATION OF ALTERNATIVES
Successive Sets in Consumer Decision-Making:
Total Set
Awareness Set
Consideration Set
Choice Set
Buying Decision
(continued)
Ref: Chapter 7 of Core Text

55. EVALUATION OF ALTERNATIVES
TOTAL
SET
AWARENESS
SET
CONSIDERATION
SET
CHOICE
SET
BUYING
DECISION
Ref: Chapter 7 of Core Text

56. PURCHASE DECISION Interfering Factors:
Attitudes of Others: Opposing and intense opinions of family members, close friends and acquaintances
Unanticipated situational factors: Changes in income, job transfer, loss of employment, change of priority e.g. sudden payment of educational fees etc.
Ref: Chapter 7 of Core Text

57. POSTPURCHASE BEHAVIOR
Post purchase Satisfaction:
Keep the Product
Store the Product
Convert to a Second Use
Post purchase Dissatisfaction:
Try to return the product/take legal recourse
Rent it
Get rid of it/Throw it
Ref: Chapter 7 of Core Text

58. BUSINESS MARKETS VERSUS CONSUMER MARKETS
Derived Demand
Professional Purchasing
Multiple Buying Influences
Direct Purchasing
Reciprocity
Leasing
Business Markets:
Fewer Buyers
Larger Buyers
Close Supplier-Customer Relationship
Geographically Concentrated Buyers
Inelastic Demand
Ref: Chapter 8 of Core Text

59. MARKET SEGMENTATION
Ref: Chapter 10 of Core Text

60. MARKET SEGMENTATION: VARIABLES
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Ref: Chapter 10 of Core Text

61. SEGMENTATION VARIABLES (CONTD)
Geographic Segmentation:
By Nations
By Regions
By States
By Cities
By Localities
Ref: Chapter 10 of Core Text

62. SEGMENTATION VARIABLES (CONTD)
Demographic Segmentation:
By Age
By Gender
By Income
By Education Level
By Religion/Race
By Nationality
Ref: Chapter 10 of Core Text

63. SEGMENTATION VARIABLES (CONTD)
Psychographic Segmentation:
By Personality
By Lifestyle
By Social Class
Ref: Chapter 10 of Core Text

64. SEGMENTATION VARIABLES (CONTD)
Behavioral Segmentation:
By Usage Pattern
By Occasion
By Loyalty Factor
By Attitude Towards The Product
Ref: Chapter 10 of Core Text

65. THANK YOU ALL FOR YOUR PARTICIPATION IN THIS PROGRAMME