w1 Marketing - the art and science of satisfying customers v2014.pdf

8/11/2019 w1 Marketing - the art and science of satisfying customers v2014.pdf

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MARKETING :THE ART & SCIENCE OF SATISFYING CUSTOMERS

Week 1


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TEXTBOOK


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KRITERIA PENILAIAN

Nilai Angka Nilai Huruf Bobot Keterangan

85 - 100 A 4 Sangat Baik

80 - 84,99 A- 3,7

75 - 79,99 B+ 3,3

70 - 74,99 B 3

65 - 69,99 B- 2,7

60 - 64,99 C+ 2,3

55 - 59,99 C 2

45 - 54,99 D 1 Kurang

0 - 44,99 E 0 Sangat Kurang

F 0 Pelanggaran Akademik

Baik

Cukup


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WHAT IS MARKETING ?

Marketing is the management process responsible foridentifying, anticipating and satisfying customerrequirements profitably

CHARTERED INSTITUTE OF MARKETING (UK)

Marketing defined :

Marketing is a social and managerial process by which individuals and groupsobtain what they need and want through creating and exchangingvalue with others


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MARKETING MANAGEMENT IS ...

the art and science of choosing target markets and getting, keeping,

and growing CUSTOMERSthrough creating, delivering, and

communicating superior customer value.

managingprofitable customer relationship

(attracting new customers, and retaining and growing current customers)

by creating value for customers andcapturing value in a return.


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MARKETING VS. SALES

There will always be need for some selling.But the aim of marketing is to make selling superfluous.

The aim of marketing is to know and understand the customerso well that the product or service fits him and sells itself. Ideally, marketing

should result in a customer who is ready to buy.All that should be needed is to make the product or service available.

- Peter Drucker -

SELLING IS ONLY THE TIP OF THE ICEBERG


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KeyMarketingConcepts

1. ProductionConcept


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2. ProductConcept



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2. ProductConcept

3. SellingConcept



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2. ProductConcept

3. SellingConcept

4. MarketingConcept



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2. ProductConcept

3. SellingConcept

4. MarketingConcept



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SELLING & MARKETING CONCEPTS CONTRASTS


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2. ProductConcept

3. SellingConcept

4. MarketingConcept



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MARKETING V.S. PRODUCTION CONCEPT


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2. ProductConcept

3. SellingConcept

4. MarketingConcept



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2. ProductConcept

3. SellingConcept

4. MarketingConcept


5. SocietalConcept


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SOCIETAL MARKETING CONCEPT

Society(Human Welfare)

Consumers(Satisfaction)

Company(Profits)


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Needs, wants, and demands

CoreMarketingConcepts

Products, services,and experiences


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ONLY THE BEST IS GOOD ENOUGH FOR LEXUS CUSTOMERS


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Value,satisfaction,and quality


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VALUE

Perceived Value

Customers evaluation of the difference

between benefits & costs.

CUSTOMER VALUE The relationship between benefits and sacrificenecessary to obtain those benefits.

Customers often do not judge values and costs accurately or objectively.


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Exchange,transactions,

and relationships





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Exchange,transactions,

and relationships

Markets





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A SIMPLE MODEL OF THE MARKETING PROCESS


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HOLISTIC MARKETING DIMENSIONS


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MARKETING STIMULATESNEW IDEAS


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MARKETING MIX

Customer Solution

Customer Cost Communication

Distribution


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Why Study Marketing ?

Importantto

Society

Importantto

Business

Good

CareerOpportunities

+

Marketing affects you every day!


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MARKETING CHALLENGES

EMERGINGCHALLENGES

Non-profitMarketing

Digital Age

Ethics andSocial Responsibility

Globalization

Marketing

Relationship


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CRITICISMS OF MARKETING

Documents

w1 Marketing - the art and science of satisfying customers v2014.pdf