marketing basic

© UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 Marketing is a fundamental human activity It happens around the World Makes consumer to have better decision Marketing impacts the economy Is about 50 % of retail sales expenses Healthy marketing systems support Economic advance © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 ‘More than half the polled executives at 250 corporations ranked Marketing as the most important element of strategy’ (Yankelovitch, Skelly and White Survey, 2002) ‘The fastest way up the corporate ladder is through the Marketing Department’ (Economist Survey, 2004) © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 MARKETING DEFINITIONs Marketing is 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 (Philip Kotler) © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 MARKETING DEFINITIONs Management process Identifying Anticipating Satisfying Customer Requirements profitability © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 MARKETING DEFINITIONs Customer Satisfaction Any definition focused on Customer Orientation © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 Marketing Marketing definitions Menyampaikan dan menciptakan nilai untuk Memuaskan kebutuhan pasar terpilih (target market) demi laba. Mencari tahu semua kebutuhan dan keinginan yang belum Terpenuhi baik secara internal maupun oleh pesaing Mengukur dan menghitung ukuran pasar yang teridentifikasi Serta besaran potensi laba Menunjukan dengan tepat segmen pasar yang dapat dilayani Dengan baik oleh perusahaan Merancang dan meningkatkan produk / jasa yang tepat © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 MARKETING DEFINITIONs Group of consumer or organizations that is interested In the Product Has the resource to purchase the products Market refers to and is permitted by law and other regulations to acquire the products © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 Total population Potential Market Available Market Qualified Available Market Target Market Penetrated Market MARKETING DEFINITIONs © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 Consumer Orientation Servicing Needs Wants Demands Marketing Concepts Goal Orientation Targeting Positioning Segmenting Selling System Orientation Promotion Advertising Marketing mix © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 Marketing Concepts Philosophy analyze Customer Needs identify Decide to satisfy the customer’s Need better than the competitors The company have to © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 Marketing Concepts Philosophy In 1776 in The Wealth of Nations, Adam Smith wrote that the needs of producers should be considered only with regard to meeting the needs of consumers. While this philosophy is consistent with the marketing concept, it would not be adopted widely until nearly 200 years later (American Marketing Association) © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 PRODUCTION CONCEPT Production concept appeared in industrial revolutions age in early 1920s Creating the product efficiently Low cost products demand Can we produce the product ? Can we produce enough of it ? © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 Alternative Marketing Concepts Sales Concepts Awal 1930-an produksi massal menjadi suatu hal yang biasa, persaingan telah meningkat, dan hanya tersedia sedikit permintaan yang belum terpenuhi. Pada masa ini perusahaan -perusahaan mulai menerapkan, sales concept (or selling concept), artinya tidak hanya memproduksi saja namun juga berupaya untuk meyakinkan pelanggan untuk membeli melalui iklan dan penjualan langsung. Can we sell the product ? Can we charge enough of it ? © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 Alternative Marketing Concepts Marketing Concepts The Variety of products had increased AFTER WORLD WAR II Hard Selling No Longer could be relied upon to Generate Sales The Discretionary Income What do Customers want ? Can we develop it while they still want it ? How can we keep our customers satisfied ? © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 Marketing Concepts Focusing on the Customer needs before developing The Products The FIRMS Aligning all Functions of the company to focus On those needs Customer Satisfaction = profit over the long-term Began to set up separate Marketing Dept.→ CSO © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009 THANK YOU FOR LISTENING Presentation 1 Intro to Marketing By Sugiharto, SH.MM GICI Business School August 2009 Background image provide by Ace013 presentation pro Opening theme performed By Closing theme performed From the MGS3 OST © 2009 © UGIK017 Presentation Pro COPYRIGHT GICI BUSINESS SCHOOL 2009