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MANAJEMEN PEMASARAN

ENDRA YUAFANEDI ARIFIANTO

endraya.lecture.ub.ac.id

TEKNIK INDUSTRI

FAKULTAS TEKNIK

UNIVERSITAS BRAWIJAYA

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MATERI PEMASARAN


1.Why is marketing important?

2.What is the scope of marketing?

3.What are some fundamental marketing

concepts?

4.How has marketing management

changed in recent years?

5.What are the task necessary for

successful marketing management?

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DEFINISI


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.

Pemasaran adalah suatu proses sosial yang

didalamnya individu dan kelompok mendapatkan apa

yang mereka butuhkan dan inginkan dengan

menciptakan, menawarkan dan secara bebas

mempertukarkan produk yang bernilai dengan pihak

lain

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DEFINISI


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.

Manajemen Pemasaran adalah proses perencanaan

dan pelaksanaan pemikiran, penetapan harga, promosi

serta penyaluran gagasan, barang dan jasa untuk

menciptakan pertukaran yang memenuhi saran-saran

individu dan organisasi.

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Experiences

Events

Properties

Organizations

Information

Ideas

What is Marketed?

Places

Persons

Services

Goods


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Who markets?

Marketer Prospect

Attention

Purchase

Donation

Vote

Response


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Types of Demand

Negative

• Nonexistent

• Latent

• Full

• Overfull

Declining Unwholesome

Irregular


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Markets


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Simple Marketing System


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Key Customer Markets Global Markets

Business Markets Government Market

Consumer

Market


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Markets

Marketplaces Marketspaces

Metamarkets endraya.lecture.ub.ac.id

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Core Marketing Concepts Needs, Wants, and

Demands Target Markets, Positioning,

and Segmentation

Offerings and Brands

Value and

Satisfaction


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Core Marketing Concepts Marketing

Channels

Competition Marketing Environment

Supply Chain


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The New Marketing Realities

New

Company

Capabilities

Major

Societal

Forces

Information

Technology

Globalization

Increased

Competition

Consumer

Information

Communicate

/Customer

Collect

Information

Differentiate

Goods


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Who is Responsible for Marketing?

Chief Marketing Officer

(CMO)

Entire Organization Marketing Department


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Holistic Marketing

Marketing Concepts

Selling Product Production

Mass production

Mass distribution

Quality

Innovation

Unsought

goods

Overcapacity

Create, deliver, and

communicate value


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Holistic Marketing Dimensions


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Relationship Marketing

Build long-term

relationships

Develop marketing

networks


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Integrated Marketing

Create, communicate,

and deliver customer

value


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Internal Marketing


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Performance Marketing

Social Responsibility

Financial Accountability


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The Four P’s of the Marketing Mix


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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

Marketing Management Tasks


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