Pertemuan Kedua
Marketing Role
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What is Marketing Role?
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Create customer focus throughout the business
Listen to the customer
Define and nurture distinctive competence
Define marketing as market intelligence
Target customer
Manage for profitability
Make customer value the guiding star
Let the customer define quality
Measure and manage customer expectations
Build customer relationships and loyalty
Define the business as a service business
Commit to continuous improvement and innovation
Grow with partners and alliances
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Recents Developments Affecting
The Strategic Role of Marketing
• Globalization; International markets account for a large
and growing portion of the sales of many organizations.
• Increased importance of service; such as financing,
delivery, installation, user training and assistance, and
maintenance often provided in conjunction with a
product.
• Information technology; IT has changed the nature of
marketing management.
• Relationships across functions and firms; as firms seek
for mechanisms for more effective and efficient, they try
to coordinate across functional departments and various
activities.
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Formulating and Implementing
Marketing Strategy
• Corporate objectives and strategy
• Business level objectives and strategy
• Market opportunity analysis:
– Environmental and competitor analysis
– Industry dynamics
– Marketing information
– Customer analysis, segmentation and
targeting decisions
– Positioning decisions
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Process of Formulating Strategies
• Formulating strategies for specific market
situations:
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Strategies for new market entries
Strategies for growth markets
Strategies for mature and declining markets
Strategies for new economy
• Implementation and control
– Implementing business and marketing strategies
– Coordinating marketing strategies and programs
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Strategic Marketing
• Strategic marketing is a market-driven
process of strategy development, taking
into account a constantly changing
business environment and the need to
achieve high levels of customer
satisfaction.
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The Marketing Plan: A Blueprint
for Action
• A marketing plan is a written document
detailing the current situation with respect
to customers, competitors and the external
environment and providing guidelines for
objectives, marketing actions and resource
allocations over the planning period for
either an existing or a proposed product or
service.
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Conclusion
• Market-Oriented firms those that plan and
coordinate company activities around the
primary goal of satisfying customer needs,
tend to outperform other firms on a variety
of dimensions, including sales growth.
• Formulating a successful marketing
strategy requires an understanding of the
company and its mission,
macroenvironments, customer segments,
and competitors.
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