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8/6/2019 Materi matrikulasi SBM
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Marketing: Managing ProfitableCustomer Relationships
Principles of Marketing: 6th Canadian Edition
Introduction to KK-BSM
Mia T.D. Indriani MS.c
http://www.pearsoned.ca/kotler/8/6/2019 Materi matrikulasi SBM
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2005Pearson
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Kotlers social definition:
Marketing is a societal process bywhich individuals and groupsobtain what they need and wantthrough creating, offering, and
freely exchanging products andservices of value with others.
1.2
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The AMA managerial definition:
Marketing is the process ofplanning and executing the
conception, pricing, promotion,and distribution of ideas, goods,and services to create exchanges
that satisfy individual andorganizational objectives.
1.3
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4 Types of Markets
Consumer Markets
Business Markets
Global Markets
Nonprofit andGovernmental
Markets
1.4
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Core Marketing Concepts Target markets and
market segmentation
Marketplace, market-space, metamarkets
Marketers & prospects
Needs, wants,
demands Product offering and
brand
Value and satisfaction
Exchange andtransactions
Relationship andnetworks
Marketing channels
Supply chain
Competition Marketing
environment
Marketing program
1.5
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Core Marketing Concepts
1.6
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Needs, Wants, and Demands
Marketing: The managing of profitable relationships
Satisfying customer needs
Needs: Felt deprivation
Wants: Form of needs shaped
by culture andpersonality
Demands: Wants backed by
buying power
Principles of Marketing:
6th Canadian
Edition
1.7
Figure 1.1
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Value and Satisfaction
Value: Benefits gained versus costs of obtaining product
Satisfaction: Degree of meeting consumers expectations
Exchange: Trade of value
between parties
Transaction: Two things of value
Agreed-uponconditions
Time/place ofagreement
Principles of Marketing:
6th Canadian
Edition
1.8
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Educat i
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Marketing Management
Market: Set of actual or potential buyers
Marketing management: Choosing target markets
Building profitable relationships with them
Demarketing: Reduce, not
destroydemand
Temporarily orpermanently
Principles of Marketing:
6th Canadian
Edition
1.9
Figure 1.2
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2005Pearson
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Marketing ManagementOrientations
Production concept
Product concept
Selling concept
Marketing
concept
Principles of Marketing:
6th Canadian
Edition
1.10
Figure 1.3
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Societal Marketing Concept
Societal marketing concept: Determine needs/wants of target markets
Deliver desired satisfactions
More efficiently andeffectively
Maintain or improveconsumers andsocietys well-being
Principles of Marketing:
6th Canadian
Edition
1.11
Figure 1.4
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Customer Satisfaction andLoyalty
Customer __________ Relationship management
Lifetime value
Perceivedvalue
Satisfaction Loyalty and
retention
Equity
Principles of Marketing:
6th Canadian
Edition
1.12
Figure 1.5
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Todays Marketing Connections
The Internet
One to one marketing Selective relationship
management
Increase share of
customer Partner relationship
management
Supply chainmanagement
Strategic alliances
Principles of Marketing:
6th Canadian
Edition
1.13
Figure 1.6
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Marketing Connections in Transition
Old marketingthinking:
Sales/product centered
Practice mass marketing
Focus on product/sales
Make sales to customers
Get new customers
Grow share of market
Serve any customer
Use mass media
Standardized products
Sales/marketing responsiblefor customersatisfaction/value
Go it alone
Market locally
Profit responsibility
Corporations
Use marketplaces
New marketing thinking: Market/customer centered
Selected market segments Focus on customer satisfaction/value
Develop customer relationships
Keep old customers
Grow share of customer
Serve profitable customers
Connect with customers directly
Customized products Enlist all departments to deliver
customer satisfaction/value
Partner with others
Market locally and globally
Social/environmental responsibility
Non-profits
Use marketspaces
Principles of Marketing:
6th Canadian
Edition
1.14
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Generic Business Strategies
Differentiation strategyThese firms aim to serve broad segment of
market by offering products/services thatare perceived as unique.
Likely to work best with products/services thatlend themselves well to differentiation. Even commodities can be differentiated: Morton
salt.
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Generic Business Strategies
Differentiation strategy (cont.) It is theperception of differences that is
most important -- not just the actualcharacteristics of competing products.Customer perceptions can be fragile and
short-lived.
Firms must develop strong marketingcapabilities and a reputation for quality or
uniqueness.
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Generic Business Strategies
Firms pursuing differentiation must alsoenhance their: Creativity and research capabilities;
Coordination among R&D, marketing, andmanufacturing; and
Ability to attract highly skilled labor,scientists, or creative people.
Value-chain analysis is helpful.
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18
Basic Model ofStrategic Management
Four Basic Elements
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Ronaldo ParenteChapter 1
Wheelen & Hunger 10ed
19
1. Environmental Scanning