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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
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‘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)
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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)
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MARKETING DEFINITIONs
Management process
Identifying Anticipating Satisfying
Customer Requirements profitability
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MARKETING DEFINITIONs
Customer Satisfaction Any definition focused on Customer Orientation
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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
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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
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Total population Potential Market Available Market Qualified Available Market Target Market Penetrated Market
MARKETING DEFINITIONs
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Consumer Orientation
Servicing Needs Wants Demands
Marketing Concepts
Goal Orientation
Targeting Positioning Segmenting Selling
System Orientation
Promotion Advertising Marketing mix
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Marketing Concepts Philosophy analyze
Customer Needs
identify
Decide to satisfy the customer’s Need better than the competitors
The company have to
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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)
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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 ?
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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 ?
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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 ?
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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
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THANK YOU FOR LISTENING Presentation 1 Intro to Marketing By Sugiharto, SH.MM
GICI Business School
August 2009
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