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Market Orientation
Product Orientation
Business Philosophies
Relationship Orientation Selling Orientation
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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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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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Sales Concepts
Mass Production was common
Early in the 1930s
High Competitions Low Demands
Not Only Producing
Can we sell the product ? Can we charge enough of it ?
Convincing Consumer Direct Selling
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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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Marketing Concepts
Customer Satisfaction Total Company Efforts The Marketing Concept
Profit
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Needs, Want and Demand
Product and Services
The Core of Marketing Concept
Market
Value, satisfaction and Quality Exchange, Transaction and Relationship
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Type Individual Task Theme
ASSIGNMENT OF THE DAY
Format
Pilih salah satu produk berikut, New VW Beetle, Cosmopolitan Magazine, Pepsodent, Mc Donald, jelaskan Alasan Mengapa customer menyukainya
Tugas diketik sebanyak max.1 hal, dikertas ukuran F4 (legal) Menggunakan Font: Arial Narrow, size:12, batas atas, kanan-kiri 1,5 cm Dan batas bawah 1,9 cm, Nama mahasiswa dicantumkan di kanan atas, diikuti dgn NIM, tanda tangan, judul tugas, sumber referensi baik dari Buku maupun internet harus jelas. Tugas harus diserahkan pada hari JUMAT, 21 – 8 – 2009
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Need
What Motivates a Consumer To take ACTION?
Wants
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Needs, Want and Demand
Physical Needs NEEDS Social Needs Individual Needs Wants: Form that a human need takes, as shaped by culture and individual personality, ex: Coca-Cola Wants + Buying Power = Demand
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PRODUCTS anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a need or want.
What will satisfy a consumer Needs and Wants?
SERVICES activities or benefits offered for sale that are essentially intangible and don’t result in the ownership of anything.
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Needs, Want and Demand
Need Wants
Marketing Offers
Product Combination Services Information Experiences
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CUSTOMER VALUE benefit that the customer gains from owning and using a product compared to the cost of obtaining the product
How do the Consumer Choose Among Products and Services?
CUSTOMER SATISFACTION •depends on the product’s perceived performance in delivering value relative to a buyer’s expectations. •Linked to Quality and Total Quality Management (TQM).
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THANK YOU For LISTENING
Presentation 2 Presented by Sugiharto,SH.MM Class Program Presentation created by Ace013 Presentation Pro Images provided by Deviant art HD wallpaper Opening song performed by Richard Marx Closing theme performed by Lee son young © 2008
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