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    Marketing SDA

    Uploaded by

    Hanief Syafi Al-Umam
    This document discusses key concepts in marketing. It defines marketing as a social and managerial process of satisfying customer needs through product exchange. Marketing involves identifying gaps between producer and customer needs and building relationships through transactions that create value for both parties. The document also summarizes different marketing management orientations, the importance of customer relationship management and building customer equity, and the key elements of the marketing process.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Marketing SDA

    Uploaded by

    Hanief Syafi Al-Umam
    71 views14 pages
    This document discusses key concepts in marketing. It defines marketing as a social and managerial process of satisfying customer needs through product exchange. Marketing involves identifying gaps between producer and customer needs and building relationships through transactions that create value for both parties. The document also summarizes different marketing management orientations, the importance of customer relationship management and building customer equity, and the key elements of the marketing process.

    Original Description:

    marketing Sumber Daya Alam

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    This document discusses key concepts in marketing. It defines marketing as a social and managerial process of satisfying customer needs through product exchange. Marketing involves identifying gaps between producer and customer needs and building relationships through transactions that create value for both parties. The document also summarizes different marketing management orientations, the importance of customer relationship management and building customer equity, and the key elements of the marketing process.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    71 views14 pages

    Marketing SDA

    Uploaded by

    Hanief Syafi Al-Umam
    This document discusses key concepts in marketing. It defines marketing as a social and managerial process of satisfying customer needs through product exchange. Marketing involves identifying gaps between producer and customer needs and building relationships through transactions that create value for both parties. The document also summarizes different marketing management orientations, the importance of customer relationship management and building customer equity, and the key elements of the marketing process.

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    © All Rights Reserved
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    You are on page 1of 14

    1

    What does the term marketing mean?


    Old Sense:

    Marketing only as selling and


    advertising.
    New Sense:

    Satisfying customer needs

    Definisi Pemasaran:
    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. (Kotler, 1996)

    Konsep Inti Pemasaran:


    Non profit org

    Customers
    Exchange
    Transactions

    Value
    Products: Satisfaction
    Quality

    G
    A
    P
    S

    Needs
    Market Demand
    &
    Wants

    Relationship

    Marketing Gaps:
    P
    R
    O
    D
    U
    C
    E
    R
    S

    Spatial

    Time

    Informational

    Ownership

    Value

    C
    U
    S
    T
    O
    M
    E
    R
    S
    5

    Inti Pemasaran adalah Pertukaran


    Marketing is the exchange, which take places between

    consuming groups and supplying groups (Alderson, 1957)


    Marketing is the discipline of exchange behavior, and
    it deals with problems related to this behavior (Bagozzi,
    1975)
    Marketing is a social process by which individuals and
    groups obtain what they need and want through creating
    and exchanging products and value with other (Kotler,
    1984)
    Marketing is the process planning and executing the
    conception, pricing, promotion and distribution of ideas,
    goods, and service to create exchange that satisfy
    individual and organizational objectives (Marketing News,
    1985)

    Syarat Pertukaran (Exchange):


    Paling sedikit terdapat 2 kelompok (parties)
    Setiap party menawarkan sesuatu yang

    bernilai kepada kelompok lainnya


    Setiap party mampu berkomunikasi dan
    mendeliverikan
    Setiap party bebas untuk menerima dan
    menolak tawaran
    Kondisi setiap party menjadi lebih baik
    dibanding kondisi sebelum terjadinya
    pertukaran
    7

    Marketing Management
    Definition:
    The analysis, planning, implementation, and control of

    programs designed to create, build, and maintain beneficial


    exchanges with target buyers for the purpose of achieving
    organizational objectives.

    Customer and Demand Management:


    Increasing demand
    Reducing demand (demarketing)

    Building Profitable Customer Relationship


    Retain current customers
    Build lasting customer relationships

    Marketing Management Orientations


    5 konsep alternatif dalam aktivitas
    pemasaran
    KONSEP
    FOKUS
    1. Produksi
    (production)

    Produksi dan distribusi

    2. Produk (product)

    Kualitas produk

    3. Penjualan (selling)

    Produk yang ada

    4. Marketing

    Kebutuhan & kepuasan


    pelanggan

    5. Societal Marketing

    Pelanggan dan
    masyarakat
    9

    Customer Relationship
    Management/CRM
    Marketing managements crucial task is to create

    profitable relationships with customers


    CRM is the overall process of building and
    maintaining profitable customer relationships by
    delivering superior customer value and satisfaction

    10

    Attracting, Retaining,
    & Growing Customer
    Relationship building blocks: customer value and

    satisfaction

    Customer value,
    A customer buys from the firm that offers the highest customer
    perceived valuethe customers evaluation of the difference
    between all the benefits and all the costs of marketing offer
    relative to those of competing offers.
    Example: Toyota versus Honda
    Customer satisfaction
    The extent to which a products perceived performance
    matches a buyers expectations

    Customer loyalty and retention


    Growing share of customer
    11

    Building customer relationship &


    customer equity
    Customer equity
    The more loyal the firms customer, the higher the

    firms customer equity

    Customer relationship levels and tools


    Example: Procter & Gamble (not phone all) versus

    P&G
    Example: frequency marketing program, Garuda
    versus SIA

    12

    Marketing
    Channels

    Technologicalnatural environment
    g
    tin g
    ke in
    ar n
    M l an
    p

    M
    an ar k
    al eti
    ys ng
    is

    Demographiceconomic
    environment

    Product

    Target
    Place customer

    M
    a
    co rke
    nt tin
    ro g
    l

    Politicallegal
    environment

    Source: Principles of Marketing, 7th ed, by


    Philip Kotler & Gary Amstrong

    Promotion

    Price

    Publics

    im M
    p l ar
    em ke
    en tin
    ta g
    tio
    n

    Suppliers

    Competitors

    Socialcultural
    environment

    13

    Marketing Process
    Analyzing marketing opportunities
    Macro environment; Micro environment;
    Consumer buyer behavior
    2. Selecting target markets
    Demand measurement and forecasting;
    Market segmentation; Market targeting;
    Market Positioning
    3. Developing marketing mix
    Product; Price; Promotion; Place
    1.

    14

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