Marketing ManagementDr. Doni P. Alamsyah, MM

Meeting 1

Understanding Marketing Management

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Meeting I

Defining Marketing for the 21st Century

1. Why is marketing Important?2. What is the scope of marketing?3. What are some core marketing concepts?4. How has marketing management changed

in recent years?5. What are the tasks necessary for successful

marketing management?

Session 1

The Importance of Marketing

The first decade of the 21st century challenged firms to prosper financially and even survive in the

face of an unforgiving economic environment. Marketing is playing a key role in addressing those

challenges.

Good marketing is no accident, but a result of careful, planning and execution using state-of-the-

art tools and techniques.

After a distasteful video was posted online by two employees,Domino’s Pizza learned a valuable lesson about

the power of social media

Why is marketing Important?

The Scope of Marketing

Marketing is about identifying and meeting human and social needs.

Marketing is “meeting needs profitably.”

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at

large. (AMA)

Marketing Management as the art and science of choosing target markets and getting, keeping, and growing customers

through creating, delivering, and communicating superior customer value (Kotler & Keller, 2012:5)

The Scope of Marketing

Whats is Marketed?1. Goods (foods, cars ...)2. Services (hotels, car rental firms ...)3. Events (Word Cup ...)4. Experiences (roll vantasy camp, climb ...)5. Persons (Artists, Lawyers ...)6. Places (Cities, States ...)7. Properties (real estate ...)8. Organizations (Universities, ...)9. Informations (Information of lab test ...)10. Ideas (“A Mind Is a Terrible Thing to Waste” ...)

The Scope of Marketing

Who Markets?

A marketer is someone who seeks a response—attention, a purchase, a

vote, a donation—from another party, called the prospect.

If two parties are seeking to sell something to each other, we call

them both marketer

MARKETS Traditionally, was a physical place where buyers and sellers gathered to buy and sell goods. Economists describe a market as a collection of buyers and sellers who transact over a particular product or product class

Structure of Flows in a Modern Exchange Economy

KEY CUSTOMER MARKETS

Consumer Markets Business Markets Global Markets Nonprofit and Governmental Markets

The Scope of Marketing

What is the scope of marketing?

Needs, Wants, Demands

Target Markets, Positioning, and Segmentation

Offerings and Brands

Value and Satisfaction

Marketing Channels

Supply Chain

Competition

Marketing Environment

Core Marketing Concepts

Needs, Wants and Demands

Needs are the basic human requirements such as for air, food, water, clothing, and shelter.

Wants, when they are directed to specific objects that might satisfy the need.

Demands are wants for specific products backed by an ability to pay.

Core Marketing Concepts

Eight (8) demand states are possible:

1. Negative demand, Consumers dislike the product and may even pay to avoid it.

2. Nonexistent demand, Consumers may be unaware of or uninterested in the product.

3. Latent demand, Consumers may share a strong need that cannot be satisfied by an existing product.

4. Declining demand, Consumers begin to buy the product less frequently or not at all.

5. Irregular demand, Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis.

6. Full demand, Consumers are adequately buying all products put into the marketplace.

7. Overfull demand, More consumers would like to buy the product than can be satisfied.

8. Unwholesome demand, Consumers may be attracted to products that have undesirable social consequences.

Core Marketing Concepts

What are some core marketing concepts?

How has marketing management changed in recent years?

Today, major, and sometimes interlinking, societal forces have created new marketing behaviors, opportunities, and challenges. Here are 12 key

ones.Network information technology.Globalization. Deregulation. Privatization. Heightened competition. Industry convergence.

Retail transformation. Disintermediation.

Consumer buying power. Consumer information.

Consumer participation. Consumer resistance.

It’s Departemen Stores?

Company Orientation Toward the Marketplace

Given these new marketing realities, what philosophy should guide a company’s marketing efforts?

The Production Concept The Product Concept The Selling Concept The Marketing Concept The Holistic Marketing Concept

How has marketing management changed in recent years?

How has marketing management changed in recent years?

Updating The Four Ps

How has marketing management changed in recent years?

What are the tasks necessary for successful marketing management?

Developing Marketing Strategies and PlansCapturing Marketing InsightsConnecting with Customers

Building Strong BrandsShaping the Market Offerings

Delivering ValueCommunicating Value

Creating Successful Long-Term Growth

Defining Marketing for the 21st Century

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Session 2

1. How does marketing affect customer value?2. How is strategic planning carried out at

different levels of organization?3. What does a marketing plan Include?

How does marketing affect customer value?

The task of any business is to deliver customer value at a profit. In a hypercompetitive economy with increasingly informed buyers faced with abundant choices, a company can win only by fine-tuning the value delivery process and choosing, providing, and communicating superior value.

The Value Delivery ProcessThe Value ChainCore CompetenciesA Holistic Marketing Orientation and Customer ValueThe Central Role of Strategic Planning

How does marketing affect customer value?

How is strategic planning carried out at different levels of organization?

Chapter II

Some corporations give their business units freedom to set their own sales and profit goals and strategies. Others set goals for their business units but let them

develop their own strategies. Still others set the goals and participate in developing individual business unit

strategies.

Defining the corporate missionEstablishing strategic business unitsAssigning resources to each strategic business unitAssessing growth opportunities

How is strategic planning carried out at different levels of organization?

What does a marketing plan Include?

What does a marketing plan Include?