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What does the term marketing mean?Old Sense:

“Marketing only as selling and advertising.”

New Sense:

“Satisfying customer needs”

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Definisi Pemasaran: “A social and managerial process by which

individuals and groups obtain what they need and want through creating and exchanging products and value with others.” (Kotler, 1996)

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Konsep Inti Pemasaran:Non profit org Customers

Exchange Transactions

Value Needs

Products: Satisfaction Market Demand & Quality Wants

Relationship

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GAPS

Marketing Gaps:

Spatial Time Informational Ownership Value

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PRODUCERS

CUSTOMERS

Inti Pemasaran adalah Pertukaran

Marketing is the exchange, which take places between consuming groups and supplying groups (Alderson, 1957)

Marketing …is the discipline of exchange behavior, and it deals with problems related to this behavior (Bagozzi, 1975)

Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other (Kotler, 1984)

Marketing is the process planning and executing the conception, pricing, promotion and distribution of ideas, goods, and service to create exchange that satisfy individual and organizational objectives (Marketing News, 1985)

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Syarat Pertukaran (Exchange):Paling sedikit terdapat 2 kelompok (parties)Setiap party menawarkan sesuatu yang

bernilai kepada kelompok lainnyaSetiap party mampu berkomunikasi dan

mendeliverikanSetiap party bebas untuk menerima dan

menolak tawaranKondisi setiap party menjadi lebih baik

dibanding kondisi sebelum terjadinya pertukaran

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Marketing ManagementDefinition:

The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

Customer and Demand Management:Increasing demandReducing demand (demarketing)

Building Profitable Customer RelationshipRetain current customersBuild lasting customer relationships

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Marketing Management Orientations 5 konsep alternatif dalam aktivitas pemasaran

KONSEPKONSEP FOKUSFOKUS

1. 1. ProduksiProduksi ((productionproduction))

Produksi dan distribusiProduksi dan distribusi

2. 2. ProdukProduk ( (productproduct)) Kualitas produkKualitas produk

3. 3. PenjualanPenjualan ( (sellingselling)) Produk yang adaProduk yang ada

4. 4. MarketingMarketing Kebutuhan & kepuasan Kebutuhan & kepuasan pelangganpelanggan

5. 5. Societal MarketingSocietal Marketing Pelanggan dan Pelanggan dan masyarakatmasyarakat

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Customer Relationship Management/CRMMarketing management’s crucial task is to create

profitable relationships with customersCRM is the overall process of building and

maintaining profitable customer relationships by delivering superior customer value and satisfaction

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Attracting, Retaining, & Growing CustomerRelationship building blocks: customer value and

satisfactionCustomer value,

A customer buys from the firm that offers the highest customer perceived value—the customer’s evaluation of the difference between all the benefits and all the costs of marketing offer relative to those of competing offers.

Example: Toyota versus HondaCustomer satisfaction

The extent to which a product’s perceived performance matches a buyer’s expectations

Customer loyalty and retentionGrowing “share of customer”

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Building customer relationship & customer equityCustomer equity

The more loyal the firm’s customer, the higher the firm’s customer equity

Customer relationship levels and toolsExample: Procter & Gamble (not phone all) versus

P&GExample: frequency marketing program, Garuda

versus SIA

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Demographic-economic

environment

Publics

Competitors

Suppliers

MarketingChannels Technological-

natural environment

Political-legal

environment

Social-cultural

environment

Marketi

ng

analy

sis

Marketi

ng

imple

mentat

ion

Product

Marketing control

Marketing

planning

Promotion

PricePlaceTarget

customer

Source: Principles of Marketing, 7th ed, by Philip Kotler & Gary Amstrong

Marketing Process1. Analyzing marketing opportunities

Macro environment; Micro environment; Consumer buyer behavior

2. Selecting target markets Demand measurement and forecasting;

Market segmentation; Market targeting; Market Positioning

3. Developing marketing mix Product; Price; Promotion; Place

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