basic understanding of marketing concepts and the ... · basic understanding of marketing and its...
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BASIC UNDERSTANDING OF MARKETING
CONCEPTS AND THE DEVELOPMENT
IN THE 21ST CENTURY
MARKETING
RISKA SEPTIFANI, STP, MP
DEPARTMENT OF AGROINDUSTRIAL TECHNOLOGY
FACULTY OF AGRICULTURAL TECHNOLOGY
UNIVERSITAS BRAWIJAYA
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Contracts:
Credits 2/0
Team teaching RIS -
PAD
Assessment 50% UTS;
30% task; 20% quiz
Coordinator???
Neat and polite clothes
Assignment should be
submitted on time
Hp silent
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COURSE OUTLINE
Basic understanding of marketing and its development in the 21st century
Marketing Concept and it application in industry
Market Challenge Analysis
Market and marketing research
Strategic Marketing Planning (STP)
Mid-Test
Customer behaviour
Selling management
Marketing mix and competition analysis
Digital Marketing
Marketing Intelligence
Marketing for Business Plan
Final-Test
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Marketing in the 21st century
21st
century
New EkonomicIT e-marketing
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Benefits of new economic
Customers
Improving the ability of purchasing
Increasing the variety of products and services that can be chosen by the consumer
Improving the information received to support any practice (how to order, how to pay, how to use, etc)
Improve the ease in interacting, placing and receiving products
Improve the ability to compare the information contained in the products and services
Means more powerful to influence friends and public opinion
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Benefits of new economic
Company
Companies can send ads, coupons, product samples and information to get consumers (ex: endorsement)
Companies can customize deals and services for each customer
Internet media can be used to make purchases, training and recruitment
Companies can improve the logistics and cost savings when services are performed more appropriately to every consumer (ex: delivery services)
Improve communication with workers and consumers
Support better access to research data
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MARKET
The market is a physical place where buyers and
sellers come together to buy and sell goods.
Economists define the market as a set of buyers
and sellers who transact over a particular product
or product class.
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MARKETING
Social definitions
Marketing is the social process by which individualsand groups obtain what they need and want throughcreating, offering, and the exchange of products andservices freely with others.
AMA (The American Marketing Association)
“Marketing is the process of planning and executingthe conception, pricing, promotion, and distribution ofideas, goods, and services to create exchanges thatsatisfy individual and organizational objectives.”
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PRODUCTS WHICH CAN BE MARKETED
Goods
Services
Experiences
Event
Human
Place
Property
Organizations
Informations
Idea
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Type of Market
CONSUMER MARKET
BUSINESS MARKET
GLOBAL MARKET
NONPROFIT / GOVERNMENT MARKET
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Core Marketing
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MARKETING STAGES
Entrepreneurial
marketing
Formulated
marketing
Intrepreneurial
marketing
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MARKETING BASIC CONCEPT
Target and market segmentation
Market, market space and Metamarket
Marketers and ProspectsNeeds, desires and demands
Products offerings
Value and satisfaction
Exchange and transactions
Relationship and network
Marketing channelsupply Chain
Competition
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Target and Market Segmentation
Demographic segmentation
By sex, age, income, type of housing and level of education.
Geographic segmentation
Market segment product can attack the geographic-specific
geographic
Psychographic segmentation
Segmentation based behaviors, perceptions, beliefs and
interests of consumers.
Price Segmentation
Household income varies creates the opportunity to share a
few markets along the dimensions of price
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Market, Market Place and Metamarket
MarketThe physical place where buyers and sellers meet to exchange goods.
Market PlaceDigital, such as when people are shopping on the internet.
MetamarketImages of a group of complementary products and services are inextricably linked in the minds of consumers but spread over a diverse set of industries. For example, metamarketcar consists of car manufacturers, new and used car dealers, and insurance companies.
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Marketers dan Prospects
Marketer is someone seeking a response (attention,
purchasing, voice, donations) from another party,
called the prospect
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Need, Desire, and Demand
Needs
Terms of human life such as food, air, water, people,
and places to stay.
Desire
The need would be desire when directed to a
specific object that is used to meet the needs.
Demand
Desire to certain products are accompanied by the
ability to pay.
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Product Offerings
The product is a form of deals to satisfy the needs
and desires of consumers.
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Value and Satisfaction
In marketing, a product is successful if it has value
and managed to meet customer satisfaction
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Exchange and Transactions
The terms of the exchange are:
1. There are at least two parties
2. Each party has something of value to others
3. Each party is able to communicate
4. Each party is free to accept or reject the offer
5. Each party believes it is in accordance with the
desired other party
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Relations and Networking
Network marketing aimed at building long-term
relationships with customers, suppliers and
distributors.
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Supply chain
The supply chain is a longer channel that extends
from raw materials to the consumer until the final
product is delivered to the ultimate purchaser.
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Competition
Brand competition (Toyota - Daihatsu)
Industry competition (Toyota - Mercedez Benz)
Form Competition (Toyota - Polygon)
Generic competition (Toyota - Property)
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CONCEPT OF THE COMPANY TO MARKET
Production concept
Assume that consumers prefer products that are available in large
quantities and is not expensive.
Product concept
Assume that consumers prefer products that offer quality, performance, or
innovative features best.
Selling concept
Assume that consumers and businesses need active promotions to grow
and develop
Marketing concept
The task of marketing is not looking for the right customers for the
company's products, but to find the right product for the customer.
Holistic marketing concept
Based on the design, development and implementation of marketing
programs, processes and activities that are aware of the extent and nature
of interdependence.
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Thank you