Documente Academic
Documente Profesional
Documente Cultură
Dosen:
Citra Kusuma Dew i SE., MBA
CHAPTER QUESTIONS
1-5
“SELLING IS ONLY THE TIP OF THE ICEBERG ”
1. Goods
2. Services
3. Events
4. Experiences
5. Persons
WHAT IS MARKETED?
6. Places
7. Properties
8. Organizations
9. Information
10.Ideas
KEY CUSTOMER MARKETS
Consumer markets
Companies selling mass consumer goods and ser vices spend
a great deal of time establishing a strong brand image
Business markets
Companies selling business goods and ser vices of ten face
well-informed professional buyers skilled at evaluating
competitive of ferings.
Global markets
Companies in the global marketplace must decide which
countries to enter; how to enter each, how to adapt, how to
price and how to design communications
Nonprofit/Government markets
limited purchasing power such as churches, univer sities, charitable
organizations, and government agencies need to price carefully
CORE MARKETING CONCEPTS
Needs
basic human requirements
Wants
specific objects that might satisfy the need
Demands
with purchasing power
11
SEGMENTATION, TARGET MARKETS &
POSITIONING
?
VALUE AND SATISFACTION
Task Environment
includes the actors engaged in producing, distributing, and
promoting the of fering. These are the company, suppliers,
distributors, dealers, and target customers.
Broad environment
o Demographic environment
o Economic environment
o Socio-cultural environment
o Natural environment
o Technological environment
o Politic-legal environment
COMPANY ORIENTATIONS
People
Processes
Programs
Performance
MARKETING PROCESS
MARKETING MANAGEMENT TASKS