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MARKETING MANAGEMENT 2013
UNDERSTANDING
MARKETING
MANAGEMENT
Silabi Manajemen Pemasaran
1. Understanding MM
2. Customer value, satisfaction and Loyalty
3. Analyzing consumers market
4. Market Segments & Targets
5. Brand Equity
6. Brand Positioning
7. Dealing with competition
8. Setting product strategy
9. Pricing Strategy
10. Marketing Channels
11. Communicating value
12. Presentasi Marketing Plan
Tugas
Kelompok :
 1. Presentasi per chapter
 2. Presentasi Marketing Plan
Buku Wajib :
Kotler, Keller, Marketing Management, edisi 14, 2012
Penilaian
Partisipasi
 Nilai Presentasi Individual
 Nilai Presentasi Kelompok
 UTS
 UAS

:
:
:
:
:
10%
20%
10%
30%
30%
What is Marketing…??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All of the above, plus much more!
5
Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offers that have value
for customers, clients, partners,
and society at large. (American Marketing
Association, dalam Kotler dan Keller, 2012)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 6 of 25
Marketing is a societal process
by which individuals and groups
obtain what they need and want
through creating, offering, and
freely exchanging products and
services of value with others (Kotler
and Keller, 2012)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 7 of 25
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.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 8 of 25
Simple Marketing System
Communication
Goods/services
Market
Industry
(a collection
of Buyers)
(a collection
of sellers)
Money
Information
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What is Marketed?
Persons






Experiences
Events
Properties
Organizations
Information
Ideas
Goods
Services
Places
What is Marketed?
1. Goods –
2.
3.
4.
5.
6.
Physical products, consumer products, consumer
durables, etc.
Services – Transport, repair & maintenance, legal, financial,
consultancy, hotel, specialised skills, professionals,
Events –
Trade shows, sports, world cups, vintage car rally,
fashion shows, artistic performance, annual functions,
event management, etc.
Experiences – Theatres, opera, Disney-world, trekking,
mountaineering, ocean cruise, cinema, music
concerts, etc.
Persons – Celebrity marketing, film stars, politicians, artists,
performers, advertisers, and now also CEOs of
companies.
Places –
Cities, states, countries for tourism, leisure & place
for industrialisation, real estate agents & business
What is Marketed?........

7. Properties – Ownership of tangible properties like real estate,
house, apartment, farm house, precious metals and
intangible properties like financial portfolio of various
securities, stocks, bonds.
8. Organisation – Building up identity, image, reputation, and
brand value in the minds of consumers.
9. Information – It can be produced, packaged & marketed as a
product – text books, encyclopaedias, magazines &
journals on literature, science, technology, medicine
info, available thru internet
10. Ideas
– The concept regarding a utility, business
opportunity, advertising / marketing ideas, scientific
& technical, social, financial, psychological etc.
Core Marketing Concepts
Needs, Wants, and Demands
Target Markets, Positioning,
and Segmentation
Offerings and Brands
Value and Satisfaction
Core Marketing Concepts
Marketing Channels
Supply Chain
Marketing Environment
Competition
Core Marketing Concepts
PENERBIT ERLANGGA
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Core Concepts of Marketing
Based on :
 Needs, Wants, Desires / demand

Products, Utility, Value & Satisfaction

Exchange, Transactions & Relationships

Markets, Marketing & Marketers.
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Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan
Needs, wants, and demands;
Needs are states of felt deprivation.


All humanity have the same needs;
◦ Physical needs: Food, clothing, shelter, safety.
◦ Social needs: Belonging, affection.
◦ Individual needs: Learning, knowledge, self-expression
– food ( is a must )
Wants; are needs shaped by culture and individual personality

Want – Pizza, Burger, French fry's ( translation of a need as per our
experience )
Demand – Burger ( translation of a want as per our willingness and
ability to buy )
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Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan
Penawaran Pasar (Marketing Offer)
consumer needs and wants are fulfilled through a
marketing offer, which is some combination of products,
services, or experiences offered to a market to satisfy a
need.
Value
the value or benefits the customers gain from using the
product versus the cost of obtaining the product.
Satisfaction
Based on a comparison of performance and expectations.
Performance > Expectations => Satisfaction
Performance < Expectations => Dissatisfaction
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Exchange, transactions, and relationships
Exchange :
The act of obtaining a desired object from someone by
offering something in return.
Transaction :
consists of a trade values between two parties.
Relationship :
The goal of marketers is to build solid relationship with
customers and retaining them by delivering superior
value.
Markets
The set of all actual and potential buyers of a
product. Sellers must search for buyers, both
buyers and sellers are carried out by marketing
Who is Responsible for Marketing?
Entire Organization
Marketing Department
Chief Marketing
Officer
(CMO)
Marketing Concepts
Quality
Innovation
Production
Mass
production
Mass
distribution
Product
Create, deliver, and
communicate value
Selling
Unsought
goods
Overcapacity
Marketing
Holistic
Company Orientations Towards the
Marketplace
Production Concept
Consumers prefer products that are
widely available and inexpensive
Product Concept
Consumers favor products that
offer the most quality, performance,
or innovative features
Selling Concept
Consumers will buy products only if
the company aggressively
promotes/sells these products
Marketing Concept
Focuses on needs/ wants of target
markets & delivering value
better than competitors
 Pemasaran
secara keseluruhan (holistic
marketing)

merupakan ide dimana pemasaran merupakan
segalanya, dikatakan bahwa organisasi yang sukses
harus memiliki pendekatan secara menyeluruh pada
pemasaran dimana semua bagian dari organisasi
memfokuskan untuk bagaimana meningkatkan nilai
tambah bagi pelanggan dan bagaimana
mengkomunikasikan nilai tersebut kepada
pelanggannya.
Holistic Marketing Dimensions
Relationship Marketing
Build long-term
relationships
Develop marketing
networks
Integrated Marketing
Create, communicate,
and deliver customer
value
Internal Marketing
Performance Marketing
Social Responsibility
Financial
Accountability
The Four P’s of the Marketing Mix
Marketing Management Tasks
Developing market strategies and plans
 Capturing marketing insights
 Connecting with customers
 Building strong brands
 Shaping market offerings
 Delivering value
 Communicating value
 Creating long-term growth

Tahap-tahap Proses Perencanaan
Menganalisis
peluang pasar
Riset pemasaran dan
sistem informasi (bab 5)
Lingkungan pemasaran
(bab 6)
Merancang
strategi pemasaran
(Bab 11-13)
Strategi Positioning
(bab 11)
Pengembangan
pasar baru (bab 12)
Pasar konsumen(bab 7)
Pasar bisnis (bab 8)
Memperhatikan
para pesaing (bab 9)
Mengidentifikasi
segmentasi pasar
(bab 10)
Merancang
program pemasaran
(Bab 14-21)
Melaksanakan
pemasaran
(Bab 22)
Seting strategi
produk dan merek
(bab 14)
Melaksanakan usaha
Pemasaran total
(bab 22)
Mendesain jasa
(bab 15)
Strategi harga
(bab 16)
Peluang & tantangan
global yang berubah
(bab 13)
Saluran pemasaran
(bab 17 & 18)
Strategi promosi
(bab 19 s/d 21)
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Faktor-faktor yang Mempengaruhi Strategi
Perusahaan
DemographicEconomic
Environment
TechnologicalNatural
Environment
Marketing
Intermediaries
Product
Suppliers
Place
Target
Consumers
Price
Publics
Promotion
PoliticalLegal
Environment
Competitors
SocialCultural
Environment
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10 dosa pemasaran
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Perusahaan tidak berfokus pada pasar dan tidak digerakkan oleh
pelanggan pada tingkat yang memadai
Perusahaan tidak sepenuhnya memahami pelanggan sasarannya
Perusahaan perlu menentukan dan memantau pesaingnya dengan lebih
baik
Perusahaan belum mengelola hubungan dengan pemangku kepentingan
(stakeholder)nya secara benar
Perusahaan kurang lihai dalam menentukan peluang-peluang baru
Rencana pemasaran dan proses perencanaan perusahaan buruk
Kebijakan-kebijakan produk dan jasa perusahaan memerlukan pengetatan
Keahlian komunikasi dan pembangunan merek perusahaan lemah
Perusahaan tidak terorganisasi dengan baik untuk menjalankan pemasaran
secara efektif dan efisien
Perusahaan tidak memaksimalkan pemanfaatan teknologi.
13 Kunci Marketing 2013 ala
Hermawan Kartajaya
1. Connectivityo [konektivitas].
2. Community [komunitas].
3. Confirmation [konfirmasi].
4. Clarification [klarifikasi].
5. Codification [kodifikasi]
6. Co-creation
7. Currency [mata uang].
8. Communal Activation [aktivasi komunitas].
9. Kesembilan, Conversation [obrolan].
10.Commercialization [komersialisasi].
11.Character [karakter].
12.Care [perhatian].
13. Collaboration [kolaborasi]