Elroy_wintas

Kamis, 01 Maret 2012

makalah bahasa inggris

CHAPTER I
INTRODUCTION

Marketing is the process of developing an integrated

communication which aims to provide information about goods or
services in connection with satisfying human needs and desires.
Marketing is a process in satisfying human needs and
desires. Thus, all activities inrelation to the satisfaction
of human needs and desires are part of
the marketing concept. Marketing begins with the fulfillment
of human needs which later grew into human desire. For
example, a human being needs water to meet the needs
of thirst. If there is a glass of water then
the thirst needs will be met. But humans do not only want
to meet her needs but also want tofulfill his wish is for
example a glass of water that Aqua Net brand and easy to
carry. So thisman chose Aqua bottle to suit the
needs of thirst and in accordance with her wishes that is also
easy to carry. Process in fulfilling the needs and desires
of human beings which is
the marketingconcept. Starting from the fulfillment of the
product (product), pricing (price),
freight (place), and promoting goods (promotion). Someone who
works in the field of marketing is
called marketing. Marketers should have
knowledge in marketing concepts and principles for marketing a
ctivities can be achieved in accordance with the needs and
desires of humans, especially the part of
consumerswho dituju.Jadi, marketing is an art process that see
ks to make people happy (customer satisfaction). So the main
goal is not selling itself (sales oriented) but rather
the fulfillmentof the most fundamental human NEEDS.
There are several definitions of marketing are:
a. Philip Kotler (Marketing) Marketing is human activity that
is directed to meet
the needs andwants through exchange processes.

b. According
to Philip Kotler and Armstrong is marketing as a social and ma
nagerial process thatmakes individuals and groups obtain what
they need and want through creating and exchangingproducts and
value reciprocity with others.
c. Marketing is a total system of business activities designed
to plan, determine pricing, promotion and distribution
of goods which can satisfy the desire and achieve
the target market andcompany goals.

d. According to W Stanton marketing is a

whole system of activities aimed
at planning, pricing, promoting and distributing goods and ser
vices that can satisfy the needs of buyers and potential
buyers.
Marketing begins with the fulfillment of human needs
which later grew into human desire. For example, a human being
needs water to meet the needs of thirst. If there is a glass of
water then the thirst needs will be met. But humans do not only
want to meet her needs but also want to fulfill his wish is for
example a glass of water that Aqua Net brand and easy to carry.
So this man chose Aqua bottle to suit the needs of thirst and
in accordance with her wishes that is also easy to carry.
Process in fulfilling the needs and desires of human beings
which is the marketing concept. Starting from the fulfillment
of the product (product), pricing (price), freight (place), and
promoting goods (promotion). Someone who works in the field of
marketing is called marketing. Marketers should have knowledge
in marketing concepts and principles for marketing activities
can be achieved in accordance with human needs and desires of
consumers, especially the intended party
Process in fulfilling the needs and desires of human
beings which is the marketing concept. Starting from the
fulfillment of the product (product), pricing (price), freight
(place), and promoting goods (promotion). Someone who works in
the field of marketing is called marketing. Marketers should
have knowledge in marketing concepts and principles for
marketing activities can be achieved in accordance with human
needs and desires of consumers, especially the intended
party.
Marketing mix are the four components in the marketing of the
4P
• Product (product)
• Price (price)
• Place (places, including distribution)
• Promotion (promotion)
Because marketing is not an exact science such as finance,
marketing mix theory has also been growing. In the process,
also known as term 3P 7P where the next is the People
(People), Physical Evidence (Physical Evidence), Process
(Process). Author Seth Godin's book, for example, also offers
a new theory of Purple Cow.
Marketing is viewed as an art than a science, then a marketing
expert depends on more on the skills of the considerations in
making policy-oriented rather than specific knowledge.
Economists Views on marketing is in creating the time, the
place where the product is needed or desired and then submit
the product to satisfy the needs and desires of consumers
(marketing concept).
B. Marketing Concept
Core concepts of marketing covers: needs, wants, demand,
production, utility, value and satisfaction; exchange,
transaction and market relations, marketing and markets. We
can distinguish between needs, wants and demands. The need is
a situation he felt a certain lack of basic satisfaction.
Desire is a strong desire to satisfy specific to the needs of
the more profound. While demand is the desire for specific
products backed with the ability and willingness to buy.
The marketing concept says that the key to achieving
organizational goals consists of determining the needs and
wants of target markets and provide the expected satisfaction
more effectively and efficiently than its competitors.
Marketing concept that has been expressed in various ways:
1. Discover and fulfill the market demand.
2. Make what can be sold and do not try to sell what can be
made.
3. Love your customers, not your product.
4. Do it according to your way (Burger King)
5. You decide (United Airlines)
6. Doing everything within the limits of the ability to
appreciate the customer's money is loaded with value, quality
and satisfaction (JC. Penney).
In marketing there are six concepts that are basic marketing
activities of an organization that is: the production concept,
product concept, the concept of sales, marketing concepts, the
concept of social marketing, and global marketing concept.
1. Production concept
Production concept argues that consumers will love the
products that are available everywhere and cheap. This
concept-oriented production by deploying all efforts to
achieve high-efficiency products and extensive distribution.
Here the task of management is to produce goods as much as
possible, because consumers are assumed to receive a product
that is widely available with their purchasing power.
2. Concept product
Product concept that consumers will love the products that
offer quality, performance and characteristics best.
Management task here is to make quality products, because
consumers are considered high-quality product like in
appearance with the characteristics - the best properties
3. Concept selling
The concept of the sale argue that consumers, with the left
just like that, organizations must implement sales and
promotional efforts are aggressive.
4. Marketing concept
The marketing concept says that kunsi to achieve
organizational goals consists of determining the needs and
wants of target markets and provide the expected satisfaction
more effectively and efficiently than its competitors.
5. The concept of social marketing
The concept of social marketing organization believes that the
task is to determine the needs, desires and interests of
target markets and to give satisfaction expected in a more
effective and efficient daripasda competitors while preserving
or improving the welfare of consumers and society.

6. Global Marketing Concepts

On the concept of global marketing, executive manager tries to
understand all the factors that influence the marketing
environment through strategic management that is stable.
eventual goal is to strive to meet the wishes of all parties
involved in the company.
A. Understanding Marketing Strategy
Marketing strategies are making decisions about the cost of
marketing, marketing mix, marketing allocation in relation to
the expected environmental conditions and competitive
conditions. In marketing strategy, there are three main
factors that cause a change in marketing strategy are:
1. Product life cycle
Strategies must be adapted to the life cycle stages, namely
the introduction stage, growth stage, maturity stage and
decline stage.
2. Company's competitive position in the market
Marketing strategies must be tailored to the company's
position in the competition, whether to lead, challenge,
follow or just take a small portion of the market.
3. The economic situation
Marketing strategies must be tailored to the economic
situation and outlook in the future, whether the economy is in
prosperous circumstances or high inflation.
B. Kinds of Marketing Strategy
kinds of marketing strategies including:
1. Strategy primary needs
Marketing strategies for designing primary kebutuah namely:
1. Adding the number of users and
2. Increasing number of buyers.
2. Selective Needs Strategy
By:
a. Maintaining a customer for example:
1. Maintaining customer satisfaction;
2. Simplifying the purchasing process;
3. Reducing the attraction or ahead to switch brands;
b. Attract customers (Acquistion Strategier)
1. Taking the opposite position (head - to heas positioning)
2. Taking a different position (differentiated positin)
More clearly, marketing strategies can be divided into four
types:
1. Stimulate primary demand by increasing the number of
users.
2. Stimulate primary demand by increasing the level of
purchases.
3. Stimulate selective demand by maintaining an existing
customer.
4. Kebutuhgan stimulate selectively attract new customers.
C.MarketingManagement
Marketing management comes from two words namely management and
marketing. According to Kotler and Armstrong is a marketing
analysis, planning, implementation, and control of programs
designed to create, build, and maintain beneficial exchanges
with target buyers to achieve company goals. While the
management is the planning process (Planning), organization
(organizing) the mobilization (Actuating) and supervision.
So it can be interpreted that the Marketing Management is the
analysis, planning, implementation, and control programs
designed to create, build, and maintain beneficial exchanges
with target markets in order to achieve the goals - goals of the
organization.
WindH@ di 19.19