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MARKETING
Deny A. Kwary
www.kwary.net
Sales vs. Marketing
Starting
Point
The
Selling
Concept
The
Marketing
Concept
Focus
Means
Ends
Selling and
Promoting
Profits
through
sales
volume
Factory
Products
Target
Market
Profits
Customer Coordinated
through
Needs
Marketing
customer
satisfaction
Market Segmentation

Geographic

Demographic

Psychographic

Behavioral
•Region
•Density
•Age
•City size
•Gender
•Family size
•Income
•Occupation
•Education
•Religion
•Race class
•Social
•Nationality
•Lifestyle
•Personality
•Occasions
•Benefits
•Loyalty status
Market Targetting
Target the best market segment, by evaluating:

Segment size and growth

Segment structural attractiveness

Company objectives and resources
Market Positioning







Attribute positioning, e.g. Disneyland, the largest theme park in the
world.
Benefit positioning, e.g. A theme park for people seeking a fantasy
experience.
Use/Application positioning: e.g. Japanese Deer Park for quick
entertainment.
User positioning, e.g. Magic Mountain  thrill seekers.
Competitor positioning, e.g. Lion Country Safari, a greater variety of
animals.
Product category positioning, e.g. Merineland  educational institution.
Quality/Price positioning, e.g. Busch Gardens, the best value for
money.
Marketing Mix (the four Ps)

Product:


Price


List price, Discounts, Allowances, Payment period,
Credit terms
Place


Product variety, quality, design, features, brand name,
packaging, sizes, services, warranties.
Channels, Locations, Transport
Promotion

Advertising, sales promotion, public relations,
personal selling, direct marketing.
Promotion Mix





Advertising: Any paid form of nonpersonal presentation
and promotion of a product.
Sales promotion: Short term incentives to encourage trial
or purchase of a product.
Public relations: A variety of programs designed to
promote and/or protect a company’s image or its
individual products.
Personal selling: Face to face interaction with one or
more prospective purchasers for the purpose of making
sales.
Direct marketing: Use of mail, telephone, or other
nonpersonal contact tools to communicate with or solicit
a response from speicific customers or prospects.
Tugas Makalah dan Presentasi Kelompok
1. Tentukan suatu bisnis/produk yang akan Anda mulai.
2. Bagaimana cara Anda merekrut karyawan?
3. Lakukan segmentasi untuk menentukan target
market.
4. Buat slogan yang menunjukkan positioning dari
bisnis/produk Anda.
5. Tentukan harga produk Anda.
6. Tentukan tempat/lokasi.
7. Tentukan bauran promosi yang akan Anda gunakan.