Seminar Pemasaran
Konsep Marketing
Marketing ????
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
What is Marketing?
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships
in ways that benefit the
organization and its stakeholders.
What is Marketing
Management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
What is Marketed
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Goods
Services
Events
Experiences
Persons
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Places
Properties
Organizations
Information
Ideas
Company Orientation
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Production
Product
Selling
Marketing
Marketing Mix and the Customer
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Four Ps
Product
Price
Place
Promotion
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Four Cs
Customer solution
Customer cost
Convenience
Communication
Core Concepts
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Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and brands
Value and satisfaction
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Marketing channels
Supply chain
Competition
Marketing environment
Marketing planning
Marketing Management Task
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Developing marketing
strategies
Capturing marketing
insights
Connecting with
customers
Building strong
brands
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Shaping market
offerings
Delivering value
Communicating
value
Creating long-term
growth
Marketing Strategies
An example of marketing strategy : Use a low
cost product to attracts consumers
A good marketing strategy should integrate an
oraganization’s marketing goals, polices
and action sequences
Marketing Strategies are partially derived from
broader corporate strategies, corporate
missions, and corporate goals.
Marketing Management Process
Adopt a Marketing
Philosophy
Do a Competitor
Analysisi
Do a Customer
Analysisi
Estimate Market
Potensial
Dev. A Marketing
Strategy (STP)
Take into Account
International Factors
Take in Accounts
Social Concerns
Design Marketing Mix
Forecast sales
And Contributon
Plan and Implement
Marketing Programs
Obtain Feedback
On Results
Demographiceconomic
environment
Target
consumer
g
tin
ke
ar
M
Promotion
l
ro
nt
co
Political-legal
environment
Competitors
Price
Publics
im M
pl ark
em e
en ting
ta
tio
n
M
a
an rke
al tin
ys g
is
Place
Product
g
tin g
ke in
ar n
M la n
p
Suppliers
Technologicalnatural
environment
marketing
intermediaries
Social-cultural
environment
Five Force on Marketing System
S
U
P
P
L
I
E
R
INDUSTRY
(Marketer)
DISTRIBUTOR
COMPETITOR
CONSUMER
(End User)