MARKETING MANAGEMENT 2013

UNDERSTANDING
MARKETING
MANAGEMENT
 Silabi Manajemen Pemasaran
1. Understanding MM
2. Customer value, satisfaction and Loyalty
3. Analyzing consumers market
4. Market Segments & Targets
5. Brand Equity
6. Brand Positioning
7. Dealing with competition
8. Setting product strategy
9. Pricing Strategy
10. Marketing Channels
11. Communicating value
12. Presentasi Marketing Plan
Tugas
Kelompok :
1. Presentasi per chapter
2. Presentasi Marketing Plan

Buku Wajib :
Kotler, Keller, Marketing Management, edisi 14, 2012
Penilaian
Partisipasi : 10%
Nilai Presentasi Individual : 20%
Nilai Presentasi Kelompok : 10%
UTS : 30%
UAS : 30%
What is Marketing??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?

All of the above, plus much more!

5
 Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offers that have value
for customers, clients, partners,
and society at large. (American Marketing
Association, dalam Kotler dan Keller, 2012)

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 25

 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 (Kotler
and Keller, 2012)

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 25

 Marketing management is the
art and science of choosing target
markets and getting, keeping, and
growing customers through
creating, delivering, and
communicating superior
customer value.

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 25

 Simple Marketing System

Communication

Goods/services
Industry Market
(a collection (a collection
of sellers) of Buyers)
Money

Information
9
 What is Marketed?
Persons Experiences
Events
Properties
Organizations
Information
Ideas

Goods
Places
Services
What is Marketed?
1. Goods Physical products, consumer products, consumer
durables, etc.
2. Services Transport, repair & maintenance, legal, financial,
consultancy, hotel, specialised skills, professionals,
3. Events Trade shows, sports, world cups, vintage car rally,
fashion shows, artistic performance, annual functions,
event management, etc.
4. Experiences Theatres, opera, Disney-world, trekking,
mountaineering, ocean cruise, cinema, music
concerts, etc.
5. Persons Celebrity marketing, film stars, politicians, artists,
performers, advertisers, and now also CEOs of
companies.
6. Places Cities, states, countries for tourism, leisure & place
for industrialisation, real estate agents & business
What is Marketed?........
7. Properties Ownership of tangible properties like real estate,
house, apartment, farm house, precious metals and
intangible properties like financial portfolio of various
securities, stocks, bonds.
8. Organisation Building up identity, image, reputation, and
brand value in the minds of consumers.
9. Information It can be produced, packaged & marketed as a
product text books, encyclopaedias, magazines &
journals on literature, science, technology, medicine
info, available thru internet
10. Ideas The concept regarding a utility, business
opportunity, advertising / marketing ideas, scientific
& technical, social, financial, psychological etc.
 Core Marketing Concepts
Needs, Wants, and Demands Target Markets, Positioning,
and Segmentation

Offerings and Brands

Value and Satisfaction

 Core Marketing Concepts
Marketing Channels

Supply Chain

Marketing Environment
Competition
Core Marketing Concepts

PENERBIT ERLANGGA 16
 Core Concepts of Marketing

Based on :
Needs, Wants, Desires / demand

Products, Utility, Value & Satisfaction

Exchange, Transactions & Relationships
Markets, Marketing & Marketers.

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 Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan

Needs, wants, and demands;

Needs are states of felt deprivation.
All humanity have the same needs;
Physical needs: Food, clothing, shelter, safety.
Social needs: Belonging, affection.
Individual needs: Learning, knowledge, self-expression
food ( is a must )
Wants; are needs shaped by culture and individual personality
Want Pizza, Burger, French fry's ( translation of a need as per our
experience )
Demand Burger ( translation of a want as per our willingness and
ability to buy )
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 Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan

Penawaran Pasar (Marketing Offer)

consumer needs and wants are fulfilled through a
marketing offer, which is some combination of products,
services, or experiences offered to a market to satisfy a
need.

Value
the value or benefits the customers gain from using the
product versus the cost of obtaining the product.
Satisfaction
Based on a comparison of performance and expectations.
Performance > Expectations => Satisfaction
Performance < Expectations => Dissatisfaction
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Exchange, transactions, and relationships

Exchange :
The act of obtaining a desired object from someone by
offering something in return.
Transaction :
consists of a trade values between two parties.
Relationship :
The goal of marketers is to build solid relationship with
customers and retaining them by delivering superior
value.
Markets
The set of all actual and potential buyers of a
product. Sellers must search for buyers, both
buyers and sellers are carried out by marketing
 Who is Responsible for Marketing?
Entire Organization
Marketing Department

Chief Marketing
Officer
(CMO)
 Marketing Concepts

Quality Create, deliver, and

Innovation communicate value

Production Product Selling Marketing Holistic

Mass
Unsought
production
goods
Mass
Overcapacity
distribution
 Company Orientations Towards the
Marketplace

Consumers prefer products that are

Production Concept widely available and inexpensive

Consumers favor products that

Product Concept offer the most quality, performance,
or innovative features

Consumers will buy products only if

Selling Concept the company aggressively
promotes/sells these products

Focuses on needs/ wants of target

Marketing Concept markets & delivering value
better than competitors
 Pemasaran secara keseluruhan (holistic
marketing)
merupakan ide dimana pemasaran merupakan
segalanya, dikatakan bahwa organisasi yang sukses
harus memiliki pendekatan secara menyeluruh pada
pemasaran dimana semua bagian dari organisasi
memfokuskan untuk bagaimana meningkatkan nilai
tambah bagi pelanggan dan bagaimana
mengkomunikasikan nilai tersebut kepada
pelanggannya.
Holistic Marketing Dimensions
 Relationship Marketing

Build long-term
relationships

Develop marketing
networks
Integrated Marketing

Create, communicate,
and deliver customer
value
Internal Marketing
 Performance Marketing

Social Responsibility

Financial
Accountability
The Four Ps of the Marketing Mix
Marketing Management Tasks
Developing market strategies and plans
Capturing marketing insights
Connecting with customers
Building strong brands
Shaping market offerings
Delivering value
Communicating value
Creating long-term growth
 Tahap-tahap Proses Perencanaan

Merancang Merancang Melaksanakan

Menganalisis
strategi pemasaran program pemasaran pemasaran
peluang pasar (Bab 11-13) (Bab 14-21) (Bab 22)

Riset pemasaran dan Seting strategi

Strategi Positioning Melaksanakan usaha
sistem informasi (bab 5) produk dan merek Pemasaran total
(bab 11)
(bab 14) (bab 22)
Lingkungan pemasaran Mendesain jasa
(bab 6)
Pengembangan (bab 15)
pasar baru (bab 12)
Pasar konsumen(bab 7) Strategi harga
(bab 16)
Pasar bisnis (bab 8) Peluang & tantangan
global yang berubah Saluran pemasaran
Memperhatikan (bab 13) (bab 17 & 18)
para pesaing (bab 9)
Strategi promosi
Mengidentifikasi
(bab 19 s/d 21)
segmentasi pasar
(bab 10)
33
 Faktor-faktor yang Mempengaruhi Strategi
Perusahaan

Demographic- Marketing Technological-

Economic Intermediaries Natural
Environment Environment

Product

Target
Suppliers Place Price Publics
Consumers

Promotion

Political- Social-
Legal Competitors Cultural
Environment Environment
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10 dosa pemasaran
1. Perusahaan tidak berfokus pada pasar dan tidak digerakkan oleh
pelanggan pada tingkat yang memadai
2. Perusahaan tidak sepenuhnya memahami pelanggan sasarannya
3. Perusahaan perlu menentukan dan memantau pesaingnya dengan lebih
baik
4. Perusahaan belum mengelola hubungan dengan pemangku kepentingan
(stakeholder)nya secara benar
5. Perusahaan kurang lihai dalam menentukan peluang-peluang baru
6. Rencana pemasaran dan proses perencanaan perusahaan buruk
7. Kebijakan-kebijakan produk dan jasa perusahaan memerlukan pengetatan
8. Keahlian komunikasi dan pembangunan merek perusahaan lemah
9. Perusahaan tidak terorganisasi dengan baik untuk menjalankan pemasaran
secara efektif dan efisien
10. Perusahaan tidak memaksimalkan pemanfaatan teknologi.
 13 Kunci Marketing 2013 ala
Hermawan Kartajaya
1. Connectivityo [konektivitas].
2. Community [komunitas].
3. Confirmation [konfirmasi].
4. Clarification [klarifikasi].
5. Codification [kodifikasi]
6. Co-creation
7. Currency [mata uang].
8. Communal Activation [aktivasi komunitas].
9. Kesembilan, Conversation [obrolan].
10.Commercialization [komersialisasi].
11.Character [karakter].
12.Care [perhatian].
13. Collaboration [kolaborasi]