Seminar PemasaranSeminar Pemasaran

Konsep Konsep MarketingMarketing

Marketing ????Marketing ????

Marketing management is theart and science

of choosing target markets and getting, keeping, and growing

customers throughcreating, delivering, and communicating

superior customer value.

What is Marketing?What is Marketing?

Marketing is an organizational function and a set of processes for creating,

communicating, and delivering value to customers and for managing

customer relationships in ways that benefit the

organization and its stakeholders.

What is Marketing What is Marketing Management?Management?

Marketing management is theart and science

of choosing target markets and getting, keeping, and growing

customers throughcreating, delivering, and communicating

superior customer value.

What is MarketedWhat is Marketed

GoodsGoods ServicesServices Events Events ExperiencesExperiences PersonsPersons

PlacesPlaces PropertiesProperties OrganizationsOrganizations InformationInformation IdeasIdeas

Company OrientationCompany Orientation

ProductionProduction ProductProduct SellingSelling MarketingMarketing

Marketing Mix and the CustomerMarketing Mix and the Customer

Four PsFour Ps ProductProduct PricePrice PlacePlace PromotionPromotion

Four CsFour Cs Customer solutionCustomer solution Customer costCustomer cost ConvenienceConvenience CommunicationCommunication

Core ConceptsCore Concepts

Needs, wants, and Needs, wants, and demandsdemands

Target markets, Target markets, positioning, positioning, segmentationsegmentation

Offerings and brandsOfferings and brands Value and satisfactionValue and satisfaction

Marketing channelsMarketing channels Supply chainSupply chain CompetitionCompetition Marketing Marketing

environmentenvironment Marketing planningMarketing planning

Developing Developing marketing strategiesmarketing strategies

Capturing marketing Capturing marketing insightsinsights

Connecting with Connecting with customerscustomers

Building strong Building strong brandsbrands

Shaping market Shaping market offeringsofferings

Delivering valueDelivering value Communicating Communicating

valuevalue Creating long-Creating long-

term growthterm growth

Marketing Management TaskMarketing Management Task

Marketing StrategiesMarketing Strategies

An example of marketing strategy : An example of marketing strategy : Use a Use a low cost product to attracts low cost product to attracts consumersconsumers

A good marketing strategy should A good marketing strategy should integrate an oraganization’s integrate an oraganization’s marketing goals, polices and action marketing goals, polices and action sequencessequences

Marketing Strategies are partially derived Marketing Strategies are partially derived from broader from broader corporate strategiescorporate strategies, , corporate missionscorporate missions, and , and corporate corporate goals.goals.

Marketing Management ProcessMarketing Management Process

Adopt a Marketing Philosophy

Dev. A MarketingStrategy (STP)

Design Marketing Mix

Plan and ImplementMarketing Programs

Do a Competitor Analysisi

Do a CustomerAnalysisi

Estimate Market Potensial

Forecast sales And Contributon

Take into AccountInternational Factors

Obtain Feedback On Results

Take in AccountsSocial Concerns

Targetconsumer

Demographic-economicenvironment

Technological-natural

environment

Political-legalenvironment

Social-culturalenvironment

marketingintermediaries

PublicsSuppliers

Competitors

Place

Product

Promotion

Price

Five Force on Marketing Five Force on Marketing SystemSystem

SUPPLIER

INDUSTRY(Marketer)

COMPETITOR

DISTRIBUTORCONSUMER(End User)