marketing in 21 century

8/7/2019 Marketing in 21 Century

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MARKETING MANAGEMENTMARKETING MANAGEMENT

Dr. AGUS SUROSO, MSDr. AGUS SUROSO, MS

Marketing in the TwentyMarketing in the Twenty- -FirstFirstCenturyCentury


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THE SCOPE OF MARKETING

GOODSPhysical goods constitute the bulk of most countriesproductions and marketing effortSERV ICES A s economics advance, a growing proportion of their activitiesare focused on the production of serviceEXPER IENCESBy oorchestrating several service and goods, one can create,stage and market experiencesEVENT

Marketers promote time-based events, such as the Olympics,company anniversaries, major trade shows, sports event andartistic performancesPERSONSCelebrity marketing has become a major business


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PLACESPLACESPlaces (cities, states, regions and whole nations)Places (cities, states, regions and whole nations)compete actively to attract tourist, factories, company,compete actively to attract tourist, factories, company,headquarters and new residentsheadquarters and new residentsPROPERTIESPROPERTIESProperties are intangible right of ownership of either relProperties are intangible right of ownership of either relproperty (real estate) or financial property (stocks andproperty (real estate) or financial property (stocks andbonds)bonds)ORGANIZATIONSORGANIZATIONSOrganizations actively work to build a strong, favorableOrganizations actively work to build a strong, favorableimage in the mind of their publicsimage in the mind of their publicsINFORMATIONSINFORMATIONSInformation can be produced and marketed as a product Information can be produced and marketed as a product IDEASIDEASEvery market offering includes a basic idea at its coreEvery market offering includes a basic idea at its core


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A BRO A DENED V IEW OF A BRO A DENED V IEW OF

M A

RKETING T

ASKSM

ARKET

ING T

ASKSMarketers are skilled in stimulating demandMarketers are skilled in stimulating demand

for a companys product. But this is toofor a companys product. But this is toolimited a view of te tasks marketerslimited a view of te tasks marketersperform. Just a production and logisticperform. Just a production and logisticprofessionals are responsible for supplyprofessionals are responsible for supplymanagement, marketers are responsible formanagement, marketers are responsible fordemand management. Marketing managersdemand management. Marketing managersseek to influence the level, timing andseek to influence the level, timing andcomposition of demand to meet thecomposition of demand to meet theorganizations objectivesorganizations objectives


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THE DEC IS IONS M A RKETERSTHE DEC IS IONS M A RKETERS

M A

KEM A

KEThese questios vary in importance inThese questios vary in importance indifferent marketplaces :different marketplaces :

CONSUMER M A RKETSCONSUMER M A RKETSBUS INESS M A RKETSBUS INESS M A RKETSGL OB AL M A RKETSGL OB AL M A RKETS

NONPROF IT A ND GOVERNMENT AL NONPROF IT A ND GOVERNMENT AL M A RKETSM A RKETS


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CORE MARKETING CONCEPTSCORE MARKETING CONCEPTSTarget Markets andTarget Markets andSegmentationsSegmentationsMarketers andMarketers andProspectsProspectsNeeds, wants andNeeds, wants anddemanddemandProduct or OfferingProduct or Offering

Value and Value andSatisficationSatisfication

Exchange andExchange andTransactionsTransactionsRelationship andRelationship and

NetworksNetworksMarketing ChannelsMarketing ChannelsSupply ChainSupply ChainCompetitionCompetitionMarketingMarketingEnvironment Environment Marketing MixMarketing Mix


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A SIMPLE MARKETING SYSTEMA SIMPLE MARKETING SYSTEM

TARGET MARKETS AND SEGMENTATIONSTARGET MARKETS AND SEGMENTATIONS

Industry (acollection of

Sellers)

Market (acollection of

Buyers)

Communication

Goods/ Services

Money

Information


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Structure of Flows in a Modern ExchangeEconomy

Manufacturer Markets

GovernmentMarkets

Consumer Markets

IntermediaryMarkets

ResourceMarkets

Resources

Money

Resources

Money

Money

Goods and

services

Money

Goods and

services

Service,Money

Service,Money

Taxes,goods

Taxes,goods

Service,Money

Taxes,goods

Taxes

goods


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MARKETERS AND PROSPECTS A marketer is someone seeking a response (attention, apurchase, a vote, a donation) from another party, called theprospect. If two parties are seeking to sell something to eachother, we call them both marketers

NEEDS, WANTS AND DEMANDS

Needs describe basic human requirementsThese needs become wants when they are directed to specificobjects that might satisfy the needDemand are wants for specific product backed by an ability topay

PRODUCT OR OFFERING

A product is any offering that can satisfy need or want


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VALUE AND SATISFICATION VALUE AND SATISFICATION

t PsychicCos EnergyCost TimeCost st MonetaryCo

enefitsemotionalbbenefits Functional

Costs

BenefitsValue !!

EXCHANGE AND TRANSACTIONSEXCHANGE AND TRANSACTIONS

Exchange is a process rather than an event

Exchange, which is the core concept of marketing, involves obtaining adesired product from someone by offering something in return. For exchange potential to exist, five conditions must be satisfied :

1.There are at least two parties

2.Each party has something that might be of value to the other party3.Each party is capable of communication and delivery

4.Each party is free to accep or reject the exchange offer

5.Each party believes it is appropriate or desirable to deal with the other party


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TWO PARTY EXCHANGE MAP SHOWING WANT LISTS OR BOTH PARTIES

Construction Co. Want L ist

1. High quality, durableequipment

2. Fair price

3. On time delivery of equipment

4. Good financing terms5. Good parts and service

Caterpillar Want L ist

1. Good price for equipment

2. On time payment

3. Good word of mouth

C ATERP ILLA R

(M A RKETER)

CONSTRUCT ION CO(PROSPECT)


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M A RKET ING ENV IRONMENTM A RKET ING ENV IRONMENT

Competition represent only one force inthe environment inwhich the marketer operates. The marketing environmentconsist of the task environment and the broad environmentThe broad environment consist of six component :demographic environment, economic environment, naturalenvironment, technological environment, political-legalenvironment and social cultural environment

M A RKET ING M IXM A RKET ING M IXMarketing mix is the set of marketing tools that the firm usesto pursue its marketing objectives in the target marketFour P : Product, Price, Place, PromotionFour C : Customer Solution, Customer Cost, Convenience,Communication


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Marketing Mix StrategyMarketing Mix Strategy

Company ProductsServicesPrices

Sales Promotion

Advertising

Sales Force

Public Relations

Direct mail,Telemarketing, andInternet

DistributionChannels

TargetCustomers

Offering MIx

Promotion MIx


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COMPANY ORIENTATIONS TOWARD THECOMPANY ORIENTATIONS TOWARD THEMARKETPLACEMARKETPLACE

THE PRODUCTION CONCEPT Holds that consumers will prefers product that are widely

available and inexpensiveTHE PRODUCT CONCEPT Holds thats consumers will favor those product that offer

the most quality, performance, or innovative featuresTHE SELLING CONCEPT Holds that consumers and businesses, if left alone, will

ordinarily not buy enough of the organizations products.The organization must, therefore, undertake an aggressiveselling and promotion effort

THE MARKETING CONCEPT Holds that the key to achieving its organizational goals

consist of the company being more effective thancompetitors in creating, delivering, and communicatingcustomer value to its chosen target markets


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Determinants of Customer Delivered ValueDeterminants of Customer Delivered Value

Factory Product Selling and Profits throughPromoting sales volume

Target Customer Integrated Profits throughmarket needs Marketing customer saticfaction

StartingPoint

Focus Means Ends

A . The Selling Concept

B. The Marketing Concept


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TARGET MARKETTARGET MARKET

Companies do best when they choose theirCompanies do best when they choose theirtarget market(s) carefully and prepare tailoredtarget market(s) carefully and prepare tailoredmarketing programsmarketing programs

CUSTOMER NEEDSCUSTOMER NEEDS

Five type of needs:Five type of needs:1.1. Stated needsStated needs2.2. Real needsReal needs3.3. Unstated needsUnstated needs4.4. Delight needsDelight needs5.5. Secret needsSecret needs

INTEGRATED MARKETINGINTEGRATED MARKETING

When all the company s department workWhen all the company s department worktogether to serve the customer s intereststogether to serve the customer s interests


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CUSTOMERS

FRONT- LI NEPEOP L E

MIDDL E MGT

TOPMGT

TOPMGT

MIDDL E MGT

FRONT-LI

NE PEOPL

E

CUSTOMERS

CU

ST

OM

ER

S CU

ST

OM

ER

S

The ultimate purpose of the marketing concept isto help organizations achieve their objective.

P R O F I T A B I L I T YP R O F I T A B I L I T Y

Traditional Organization Chart Vs Modern Customers-Oriented CompanyOrganization Chart

Traditional Organizational Chart Modern Customer-oriented Organizational Chart


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Most Companies do not embrace the marketingMost Companies do not embrace the marketingconcept until driven to it by circumstances. Variousconcept until driven to it by circumstances. Variousdevelopment prod them to take the marketing conceptdevelopment prod them to take the marketing concept

to heart :to heart :Sales Decline When sales fall, companies panic and look for answers

Slow Growth Slow sales growth leads some companies to search for new markets.

Changing buying patterns Many companies operate in markets characterized by rapidly changing

customer wantsIncreasing competition Complacent companies may suddenly be attacked by powerfull

competitorsIncreasing marketing expenditures Companies may find their expenditures for advertising, sales

promotion, marketing research, and customer service to be poorlydone


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THE SOC IET AL M A RKET INGCONCEPT

The societal marketing concept hold s thatthe organizations task is to determine theneeds, wants and interest of target marketsand to deliver the desired satisfactionsmore effectively and efficiently thancompetitors in a way that preserves or enchances the customers and thesocietys well-being.


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HOW BUSINESS AND MARKETINGHOW BUSINESS AND MARKETING

ARE CHANGING ARE CHANGINGCompany responses and adjustmentsCompany responses and adjustments

ReengineeringReengineering

OutsourcingOutsourcingEE--commercecommerceBenchmarkingBenchmarking

Alliances AlliancesPartnerPartner--supplierssuppliersMarket CenteredMarket CenteredGlobal and localGlobal and localDecentralizedDecentralized


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Marketers responses and adjustmentRelationship marketingCustomer lifetime valueCustomer share

T arget marketingIndividualizationCustomer databaseIntegrated marketing communicationsEvery employee a marketerModel-based decision making

marketing in 21 century

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