MATERI 1

DASAR-DASAR PEMASARAN

WHAT IS MARKETING ?

• Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging product of values with others

THE CORE CONCEPTS OF MARKETING

• Needs : a state of felt of deprivation of some basic

satisfaction• Wants : desires for specific satisfiers• Demands : wants that are backed up by ability &

willingness to buy • Product : anything that can be offer to someone

to satisfy a need or want.

• Value

• Cost

• Satisfaction

• Exchange / Transaction

• Markets

MARKETING MANAGEMENT

• Is the analysis, planning, implementation, and control of program designed to create, build and maintain beneficial exchange, with target buyers for the purpose of achieving organizational objectives

MARKETING MANAGEMENTPHILOSOPHIES

• The Production Concept : widely available and low in cost; high production efficiency and wide distribution coverage.

• The Product Concept : most quality or performance, making & improving product over time.

• The Selling Concept : if left alone will ordinarily not buy enough; aggressive selling & promotion efforts.

• Marketing Concept : determining the needs, delivering more effectively and efficiently than competitors; market research; customer orientation

• The Societal Marketing Concept long run societal welfare.

THE GOALS OF THE MARKETING SYSTEM

• Maximize Consumption

• Maximize Consumer Satisfaction

• Maximize Choice

• Maximize Life Quality

Diskusi : Jelaskan hubungan antara marketing philosophies dan tujuan sistem pemasaran !

THE MARKETING’S ROLE INTHE ORGANIZATION

• Marketing as an equal function

• Marketing as a more important function

• Marketing as the major function

• The Customer as the controlling function

• The Customer as the controlling function and marketing as the integrative function

(Evolusi menuju Marketing Company)

INFLUENCING FACTORSOF COMPETITION

KEHNICHI OHMAE : 3C• Company• Customer• CompetitorHERMAWAN KERTAJAYA : 4C• Change Driver : Economy , TechnologyMICHAEL PORTER : 5 Forces• Substitute Product & Potential New Entrance• Suplier

COMPETITIVE SETTINGEVOLUTION

• Stable

• Interupted

• Complicated

• Sophisticated

• Chaos

TYPE OF COMPANY &KEY SUCCESS FACTORS

Producer ( Production Oriented)- Operational Efficiency- Product Standardization- Mass Distribution

Seller (Selling Oriented)- Persuasive Selling- Product Featuring- Mass Promotion

Marketer ( Marketing Oriented)- Market Effectiveness- Product Differentiation- Balanced PromotionSpecialist (Market Driven)- Niche Selectivity- Product Specialization- Integrated CommunicationService Provider (Customer Driven)- Database Accountability (CRM)- Product Customization- Interactive Communication

COMPETITION GOALS

• Market Share

• Mind Share

• Heart Share

VALUE OFMARKETING COMPANY

• Brand

• Service

• Process

MARKETING MANAGEMENTPROCESS

1. Analyzing Marketing Opportunities2. Researching and Selecting Target Market3. Designing Marketing Strategies

(Positioning)4. Planning Marketing Program (Marketing

Mix)5. Organizing, Implementing and

Controlling Marketing Effort.

ANALYZING MARKETINGOPPORTUNITIES

• Marketing Information System : Internal Record System, Marketing Intelligent System, Market Research System, Marketing Decision Support System.

• Analyzing The Marketing Environment

• Analyzing Consumer Behavior

• Analyzing Competitor

RESEARCHING & SELECTING TARGET

• Measuring & Forecasting Market Demand : Methods & Tools.

• Identifiying Market Segments : Approach/ Bases & Profiling segments

• Selecting Target Market : Evaluating & Selecting.

DESIGNING MARKETING STRATEGIES

• Differentiating & Positioning : competitive advantage & Positioning Strategy

• Managing Product Life Cycle

• Designing Strategies : Leaders, Challengers, Followers, and Nichers.

• Strategies for The Global Marketplace

PLANNING MARKETING PROGRAM

• Managing product lines, brands, and packaging• Designing pricing strategies• Managing Marketing Channels : Retailing,

Wholesaling• Designing promotion mix strategies: advertising,

direct selling, sales promotion, public relations.• Managing the salesforce

MANAGING MARKETING EFFORT

• Organizing and Implementing Marketing Programs

• Evaluating and Controlling Marketing Performance.