CHAPTE

R 13

Marketing :
Helping
Buyers Buy
 MEMBERS :

Ni Kadek Dian Kotami (1707531120)

Putu Arinda Putriana(1707531121)

I Made Surya Kusuma Arta (1707531122)

Caroline (1707531129)

Putu Chintya Dewi Pradnyaningsih(1707531133)

 WHAT IS
MARKETING ?
MARKETING IS “SELLING”
OR “ADVERTISING”
 “The activity set of institutions and
processes for creating, communicating,
delivering, and exchanging offerings
that have value for customers,clients,
AMERICAN
partners, and society at large.”
MARKETING
ASSOCIATION
 WE The term "marketing" is derived from the word
WILL "market",which refers to a group of sellers and
UNDERSTAND buyers that co-operate to exchange goods and
WHAT services.
Marketing includes all the activities (creating,
IS
communicating,delivering, and exchanging)
MARKETING ? needed to direct the flow of goods and services
from producers to consumers.
 Different Marketing Trend

Past Today

Helping Sellers Sell Helping Buyers Buy

In the past marketing focused almost entirely on helping the seller sell.That’s why
many people still think of marketing as mostly selling,advertising,and distribution from
seller to the buyer.Today much of marketing is instead about helping buyers buy. One
author calls it “The Power of Pull”
EXAMPLE

In the past people go to hotel,travel agent,and

compare ideal hotel for the best price alone,it is
very hard to compare ideal hotel for the best price
alone.
EXAMPLE

Trivago (www.trivago.co.id ) is a hotel search and price

comparison website. Trivago scan 200+ hotel booking
sites, such as Expedia and Booking.com, to help you find
your ideal hotel for the best price.
Marketing Trend

Consumer today spend hours searching the Internet for good

deals.Marketers must provide a wealth of information online
in website and even cultivate customers relationships using
blogs and social networking site (Social Media) such as
Facebook,Twitter,Instagram,etc.
• The Production Era
• The Selling Era

• The Marketing Concept Era

• The Customer Relationship Era

 The Production Era
The first European settlers began their struggle so they can survive in
America until the early 1900s.

General philosophy of business :

“Produce as much as you can,

because there is a limitless market
for it.”
Given the limited production capability and also the vast
demand for products at that time, a production philosophy was
both logical and profitable.
Farmers

Carpenters

Trade Workers
 The Selling Era
By the 1920s, business had developed mass-production
techniques (such as automobile assembly lines), and production
capacity often exceeded the immediate market demand. Therefore
the business philosophy turned from producing to selling. Most
companies emphasized selling and advertising in an effort to
persuade consumers to buy existing products. Few offered
extensive service after the sale.
 The Marketing Concept Era
After World War II (1945), returning soldiers starting new careers and beginning families sparked a tremendous demand
for goods and also services. The businesses recognized that they needed to be responsive to consumers if they wanted to
get their business, and a philosophy emerged in the 1950s called the marketing concept.

A consumers orientation. In this part we should

1. have to find out what are the consumers want
and provide it for them.
A service orientation. In this part make sure if
everyone in the organization has the same objective:
2. customer satisfaction. This should be a total and also
integrated organizational effort.
A profit orientation. In this part we have to be focus on
those goods and services that will earn the most profit
3. and enable the organization to survive and expand to
serve more consumer wants and needs.
 The Customer Relationship Era
In the 1990s and early 2000s managers extended the marketing concept by adopting the
practice of the consumer relationship management.
Customer Relationship Management (CRM) is the process of learning as much as
possible about present customers and doing everything you can over time to satisfy them
or even to exceed their expectations with goods and services. The idea is to enhance
customer satisfaction and stimulate long-term customer loyalty.
Example :
The Newest in CRM efforts is customer-managed
relationship (CMR). The idea is to give the consumers
the power to build relationship with suppliers and
consumers.
Example :
 Nonprofit
Organizations
and Marketing
 The Marketing “Mix”
The marketing mix is about putting the right product or a combination
there of in the right place, at the right time, and at the right price. The
difficult part is doing this well, as you need to know every aspect of your
business plan. The marketing mix consists of four basic marketing
strategies known as the 4 P’s.

The purpose of marketing

mix is to satisfy the needs
and wants of the customers
in most effective and
 4P’S
The marketing mix consists
of four basic marketing
strategies known as the
4P’s.
 Product
 Price
 Place
 Promotion
 ‘Product’ refers to the functions and features of a good or service
 ‘Product’ also includes a range of factors such as packaging, quality,
warranties, after-sales service and branding
 The price of the product is basically the amount that a
customer pays for to enjoy it.
 The price must be one that the customer thinks is good value
for money.
 o Place strategies deal with how
and where a product will be
distributed. Products should be
conveniently available for
customers to buy.

o The more places to buy the

product and the easier it is
made to buy it, the better for
the business.
 Promotion is a very important component of marketing as it can boost
brand recognition and sales.
 This refers to all the activities undertaken to make the product or
service known to the user and trade.
 THE MARKETING PROCESS WITH THE
4P’S

1.Find Opportunities
2.Conduct Research
3.Identify a Target Market
4.Design a Product
5.Do Product Testing
6.Determine a Brand Name, Design a Package, and Set a Price
7.Select a Distribution System
8.Design a Promotional Program
9.Build a Relationship with Customers
STARBUCKS 4P’S ANALYSIS
 TWO DIFFERENT MARKET
CUSTOMER MARKET

BUSINESS TO BUSINESS MARKET

CUSTOMER MARKET
BUSINESS TO BUSINESS MARKET
Discussion Session