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MARKETING :THE ART & SCIENCE OF SATISFYING CUSTOMERS
Week 1
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TEXTBOOK
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KRITERIA PENILAIAN
Nilai Angka Nilai Huruf Bobot Keterangan
85 - 100 A 4 Sangat Baik
80 - 84,99 A- 3,7
75 - 79,99 B+ 3,3
70 - 74,99 B 3
65 - 69,99 B- 2,7
60 - 64,99 C+ 2,3
55 - 59,99 C 2
45 - 54,99 D 1 Kurang
0 - 44,99 E 0 Sangat Kurang
F 0 Pelanggaran Akademik
Baik
Cukup
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WHAT IS MARKETING ?
Marketing is the management process responsible foridentifying, anticipating and satisfying customerrequirements profitably
CHARTERED INSTITUTE OF MARKETING (UK)
Marketing defined :
Marketing is a social and managerial process by which individuals and groupsobtain what they need and want through creating and exchangingvalue with others
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MARKETING MANAGEMENT IS ...
the art and science of choosing target markets and getting, keeping,
and growing CUSTOMERSthrough creating, delivering, and
communicating superior customer value.
managingprofitable customer relationship
(attracting new customers, and retaining and growing current customers)
by creating value for customers andcapturing value in a return.
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MARKETING VS. SALES
There will always be need for some selling.But the aim of marketing is to make selling superfluous.
The aim of marketing is to know and understand the customerso well that the product or service fits him and sells itself. Ideally, marketing
should result in a customer who is ready to buy.All that should be needed is to make the product or service available.
- Peter Drucker -
SELLING IS ONLY THE TIP OF THE ICEBERG
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KeyMarketingConcepts
1. ProductionConcept
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KeyMarketingConcepts
2. ProductConcept
1. ProductionConcept
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KeyMarketingConcepts
2. ProductConcept
3. SellingConcept
1. ProductionConcept
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KeyMarketingConcepts
2. ProductConcept
3. SellingConcept
4. MarketingConcept
1. ProductionConcept
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KeyMarketingConcepts
2. ProductConcept
3. SellingConcept
4. MarketingConcept
1. ProductionConcept
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SELLING & MARKETING CONCEPTS CONTRASTS
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KeyMarketingConcepts
2. ProductConcept
3. SellingConcept
4. MarketingConcept
1. ProductionConcept
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MARKETING V.S. PRODUCTION CONCEPT
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KeyMarketingConcepts
2. ProductConcept
3. SellingConcept
4. MarketingConcept
1. ProductionConcept
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KeyMarketingConcepts
2. ProductConcept
3. SellingConcept
4. MarketingConcept
1. ProductionConcept
5. SocietalConcept
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SOCIETAL MARKETING CONCEPT
Society(Human Welfare)
Consumers(Satisfaction)
Company(Profits)
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Needs, wants, and demands
CoreMarketingConcepts
Products, services,and experiences
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ONLY THE BEST IS GOOD ENOUGH FOR LEXUS CUSTOMERS
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Needs, wants, and demands
CoreMarketingConcepts
Products, services,and experiences
Value,satisfaction,and quality
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VALUE
Perceived Value
Customers evaluation of the difference
between benefits & costs.
CUSTOMER VALUE The relationship between benefits and sacrificenecessary to obtain those benefits.
Customers often do not judge values and costs accurately or objectively.
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Needs, wants, and demands
Exchange,transactions,
and relationships
CoreMarketingConcepts
Products, services,and experiences
Value,satisfaction,and quality
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Needs, wants, and demands
Exchange,transactions,
and relationships
Markets
CoreMarketingConcepts
Products, services,and experiences
Value,satisfaction,and quality
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A SIMPLE MODEL OF THE MARKETING PROCESS
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HOLISTIC MARKETING DIMENSIONS
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MARKETING STIMULATESNEW IDEAS
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MARKETING MIX
Customer Solution
Customer Cost Communication
Distribution
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Why Study Marketing ?
Importantto
Society
Importantto
Business
Good
CareerOpportunities
+
Marketing affects you every day!
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MARKETING CHALLENGES
EMERGINGCHALLENGES
Non-profitMarketing
Digital Age
Ethics andSocial Responsibility
Globalization
Marketing
Relationship
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CRITICISMS OF MARKETING