FAKULTAS EKONOMI UNIVERSITAS TRISAKTI. DEFINING MARKETING FOR THE 21 st CENTURY

Transkripsi

1 FAKULTAS EKONOMI UNIVERSITAS TRISAKTI DEFINING MARKETING FOR THE 21 st CENTURY 1

2 THE IMPORTANCE OF MARKETING Marketing Management 2

3 MARKETING Marketing is everywhere Formally or informally Marketing profoundly affects our day to day lives [from the clothes we wear, to the websites we click on, to the as we see] Good marketing is not accident, but result of careful planning and execution. It s both an art and science. Product design, prices to offer customers, where to sell products, how much spend on advertising, wording, color, packaging, etc Marketing Management 3

4 THE SCOPE OF MARKETING Marketing Management 4

5 Marketing Proses sosial dan manajerial yang didalamnya individu dan kelompok mendapatkan apa yang mereka butuhkan serta inginkan dengan menciptakan, menawarkan, dan secara bebas mempertukarkan produk yang bernilai dengan pihak lain. Pemasaran umumnya dipandang sebagai tugas untuk menciptakan, memperkenalkan, menyerahkan barang maupun jasa kepada konsumen dan perusahaan. Marketing Management 5

6 Marketing Dalam definisi manajerial, marketing sering dideskripsikan sebagai the art of selling product. Tetapi bagian terpenting dari marketing bukanlah penjualan! Selling is only the top of the marketing iceberg. Tujuan dari marketing adalah untuk mengetahui dan memahami konsumen melalui produk atau layanan yang cocok dengannya. Pemasaran semuanya berhubungan dengan 4P (price, promotion, product, place) Marketing Management 6

7 Marketing Suatu rangkaian kegiatan periklanan (advertising), penjualan (selling), hubungan masyarakat (public relation), promosi penjualan (sales promotion), direct mail, penentuan harga (pricing), dan riset pasar (market rearch). American Marketing Association: Marketing adalah proses dari perencanaan dan keputusan, harga, promosi, dan pendistribusian ide, barang dan jasa untuk menciptakan pertukaran yang memuaskan individu dan organisasi. Marketing Management 7

8 Marketing Management 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. Proses perencanaan dan pelaksanaan pemikiran, penetapan harga, promosi, serta penyaluran gagasan, barang, dan jasa untuk menciptakan pertukaran yang memenuhi sasaransasaran individu dan organisasi. Proses berkelanjutan untuk menciptakan nilai bagi pihak-pihak yang berkepentingan (pelanggan, pemilik perusahaan, karyawan perusahaan, supplier, creditor, government, kompetitor dan masyarakat) Marketing Management 8

9 What is marketed? Goods Services Events Experiences Persons Places Properties Organization Information Ideas Marketing Management 9

10 Who Markets? Marketer & Prospect Negative demand, Nonexistent demand, Latent deman, Declining demand, Irregular demand, Full demand, Overfull demand, Unwholesone demand Markets Five basic market: Consumer market, intermediary market, manufacturer markets, resource market, government market Key Consumer Market Consumer market, business market, global market, non profit and governmental market Marketplaces, Marketspaces, Metamarkets Marketplaces is physycal, marketspace is digital, metamarket is the concept to describe a cluster of complementary products and services that are closely related in the mind of customer, but spread across a diverse set of industry Marketing Management 10

11 Leading marketing Marketing Management 11

12 CORE MARKETING CONCEPT Marketing Management 12

13 CORE SET OF CONCEPTS Marketing Management 13

14 Needs, Wants, Demands Needs: basic human requirements Wants: needs dapat berubah menjadi wants jika diarahkan dengan jalan memuaskan needs tadi. Demmands: wants atas spesifik produk dengan kemampuan untuk membeli. Perusahaan harus mengukur bukan hanya seberapa banyak orang menginginkan produk mereka tetapi juga seberapa banyak orang yang mampu untuk membelinya. Marketing Management 14

15 THE NEW MARKETING REALITIES Marketing Management 15

16 The New Marketing Realities Major Societal Forces Network information technology Globalization Deregulation Privatization Heightened competition Industry convergence Consumer resistant Retail transformation Disintermediation New Consumer Capabilities Buying power Variety of available goods and services Information Interacting and placing and receiving Ability to compare on product and services Voice to influence peer and public opinion New Comapany Capabilities Internet Researcher Internal Communictions External communications Target market and two way communications Marketer development Mobile marketing Produce individually Online Marketing Management 16

17 COMPANY ORIENTATION TOWARD THE MARKETPLACE Marketing Management 17

18 Evolutions The production concept The product concept The selling concept The marketing concept The holistic marketing concept Relationship marketing Integrated marketing Internal marketing Performance marketing Marketing Management 18

19 Holistic Marketing Dimensions Internal Marketing Integrated Marketing HOLISTIC MARKETING Performance Marketing Relationship Marketing Marketing Management 19

20 The Four P Components of the Marketing Mix Marketing Mix Target Market Marketing Management 20

21 MARKETING MANAGEMENT TASK Marketing Management 21

22 Marketing Management 22

23 TUGAS 1 1) XEROX, halaman 45 2) Breakthrough Marketing: NIKE, halaman 61 Tugas Kelompok (maksimal 3 orang) Deskripsikan dan kaitkan studi kasus marketing Xerox dan Nike dengan teori-teori yang ada di Chapter 1. Eksplorasi bahan di internet Tugas wajib diketik di kertas A4 Halaman pertama adalah TUGAS 1 / Marketing Breakthrough: Nike / NIM dan Nama Mahasiswa Deadline next week Marketing Management 23