understanding marketing management by : renny r (2013) marketing management 2013

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UNDERSTANDING UNDERSTANDING MARKETING MANAGEMENT MARKETING MANAGEMENT BY : RENNY R (2013) BY : RENNY R (2013) MARKETING MANAGEMENT 2013

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Page 1: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

UNDERSTANDING UNDERSTANDING MARKETING MARKETING MANAGEMENT MANAGEMENT BY : RENNY BY : RENNY

R (2013)R (2013)

MARKETING MANAGEMENT 2013

Page 2: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Silabi Manajemen PemasaranSilabi Manajemen Pemasaran1. Understanding MM

2. Customer value, satisfaction and Loyalty 3. Analyzing consumers market 4. Market Segments & Targets5. Brand Equity6. Brand Positioning7. Dealing with competition8. Setting product strategy9. Pricing Strategy10. Marketing Channels11. Communicating value12. Presentasi Marketing Plan

Page 3: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

TugasTugas

Kelompok :1. Presentasi per chapter2. Presentasi Marketing Plan

Buku Wajib :Kotler, Keller, Marketing Management, edisi

14, 2012

Page 4: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

PenilaianPenilaian

Partisipasi : 10%Nilai Presentasi Individual :

20%Nilai Presentasi Kelompok : 10%UTS : 30%UAS : 30%

Page 5: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

5

What is Marketing…??What is Marketing…??Selling?

Advertising?

Promotions?

Making products available in stores?

Maintaining inventories?

All of the above, plus much more!

Page 6: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Define

d

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 25

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)

Page 7: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Define

d

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 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)

Page 8: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Define

d

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 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.

Page 9: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

9

Simple Marketing SystemSimple Marketing System

Industry(a collection

of sellers)

Market(a collection

of Buyers)

Goods/services

Money

Communication

Information

Page 10: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013
Page 11: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

ExperiencesEventsPropertiesOrganizationsInformationIdeas

What is Marketed?What is Marketed?

Places

Persons

Services

Goods

Page 12: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

What is Marketed?What is Marketed?1. Goods – Physical products, consumer products, consumer durables, etc.2.    Services – Transport, repair & maintenance, legal, financial, consultancy, hotel, specialised skills, professionals, 3.    Events – Trade shows, sports, world cups, vintage car rally,

fashion shows, artistic performance, annual functions, event management, etc.4.    Experiences – Theatres, opera, Disney-world, trekking, mountaineering, ocean cruise, cinema, music

concerts, etc.5.    Persons – Celebrity marketing, film stars, politicians, artists, performers, advertisers, and now also CEOs of companies.6.    Places – Cities, states, countries for tourism, leisure & place

for industrialisation, real estate agents & business

Page 13: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

What is Marketed?........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 internet10.  Ideas – The concept regarding a utility, business

opportunity, advertising / marketing ideas, scientific & technical, social, financial, psychological etc.

Page 14: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Core Marketing ConceptsCore Marketing ConceptsNeeds, Wants, and

Demands

Target Markets, Positioning, and

Segmentation

Offerings and Brands

Value and Satisfaction

Page 15: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Core Marketing ConceptsCore Marketing ConceptsMarketing Channels

CompetitionMarketing

Environment

Supply Chain

Page 16: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

PENERBIT ERLANGGA 16

Core Marketing ConceptsCore Marketing Concepts

Page 17: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

17

Core Concepts of Core Concepts of MarketingMarketing

Based on : Needs, Wants, Desires / demand

Products, Utility, Value & Satisfaction

Exchange, Transactions & Relationships

Markets, Marketing & Marketers.

Page 18: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

18

Needs, wants, and demandsNeeds, 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 )

Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan

Page 19: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

19

Penawaran Pasar (Marketing Offer)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.

Bab 1 Pemasaran: Mengatur Hubungan Pelanggan yang Menguntungkan

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

Page 20: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

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

Page 21: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Who is Responsible for Who is Responsible for Marketing?Marketing?

Chief Marketing Officer(CMO)

Entire Organization

Marketing Department

Page 22: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

HolisticMarketing

Marketing Concepts

SellingProductProduction

Mass productionMass distribution

QualityInnovation

Unsought goodsOvercapacity

Create, deliver, and communicate value

Page 23: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Production ConceptProduction Concept

Product ConceptProduct Concept

Selling ConceptSelling Concept

Marketing ConceptMarketing Concept

Consumers prefer products that are widely available and inexpensive

Consumers favor products that offer the most quality, performance,

or innovative features

Consumers will buy products only ifthe company aggressively

promotes/sells these products

Focuses on needs/ wants of target markets & delivering value

better than competitors

Company Orientations Company Orientations Towards the MarketplaceTowards the Marketplace

Page 24: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

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.

Page 25: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Holistic Marketing Holistic Marketing DimensionsDimensions

Figu

re

1.3

Page 26: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Relationship MarketingRelationship Marketing

Build long-term relationships

Develop marketing networks

Page 27: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Integrated MarketingIntegrated Marketing

Create, communicate, and deliver customer value

Page 28: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Internal MarketingInternal Marketing

Page 29: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Performance MarketingPerformance Marketing

Social Responsibility

Financial Accountability

Page 30: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013
Page 31: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

The Four P’s of the Marketing The Four P’s of the Marketing MixMix

Figu

re

1.4

Page 32: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Developing market strategies and plans

Capturing marketing insightsConnecting with customersBuilding strong brandsShaping market offeringsDelivering valueCommunicating valueCreating long-term growth

Marketing Management Marketing Management TasksTasks

Page 33: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Tahap-tahap Proses Tahap-tahap Proses PerencanaanPerencanaan

33

Menganalisis peluang pasar

Merancang strategi pemasaran

(Bab 11-13)

Merancang program pemasaran

(Bab 14-21)

Riset pemasaran dan sistem informasi (bab 5)

Lingkungan pemasaran (bab 6)

Pasar konsumen(bab 7)

Pasar bisnis (bab 8)

Memperhatikan para pesaing (bab 9)

Mengidentifikasi segmentasi pasar

(bab 10)

Strategi Positioning (bab 11)

Pengembangan pasar baru (bab 12)

Peluang & tantanganglobal yang berubah

(bab 13)

Seting strategi produk dan merek

(bab 14)

Mendesain jasa (bab 15)

Strategi harga (bab 16)

Saluran pemasaran (bab 17 & 18)

Strategi promosi (bab 19 s/d 21)

Melaksanakan pemasaran

(Bab 22)

Melaksanakan usahaPemasaran total

(bab 22)

Page 34: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

Faktor-faktor Faktor-faktor yyang Mempengaruhi ang Mempengaruhi Strategi PerusahaanStrategi Perusahaan

34

TargetConsumers

Product

Place Price

Promotion

Mar

ketin

g

Im

plem

enta

tion

Marketing

Planning

Marketing

Control

Mar

ketin

g

Analysis

Competitors

MarketingIntermediaries

PublicsSuppliers

Demographic-Economic

Environment

Technological-Natural

Environment

Political-Legal

Environment

Social-Cultural

Environment

Page 35: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

10 dosa pemasaran10 dosa pemasaran1. Perusahaan tidak berfokus pada pasar dan tidak digerakkan oleh

pelanggan pada tingkat yang memadai2. Perusahaan tidak sepenuhnya memahami pelanggan sasarannya3. Perusahaan perlu menentukan dan memantau pesaingnya

dengan lebih baik4. Perusahaan belum mengelola hubungan dengan pemangku

kepentingan (stakeholder)nya secara benar5. Perusahaan kurang lihai dalam menentukan peluang-peluang

baru6. Rencana pemasaran dan proses perencanaan perusahaan buruk7. Kebijakan-kebijakan produk dan jasa perusahaan memerlukan

pengetatan8. Keahlian komunikasi dan pembangunan merek perusahaan

lemah9. Perusahaan tidak terorganisasi dengan baik untuk menjalankan

pemasaran secara efektif dan efisien10. Perusahaan tidak memaksimalkan pemanfaatan teknologi.

Page 36: UNDERSTANDING MARKETING MANAGEMENT BY : RENNY R (2013) MARKETING MANAGEMENT 2013

13 Kunci Marketing 2013 13 Kunci Marketing 2013 ala Hermawan Kartajayaala Hermawan Kartajaya

1. Connectivityo [konektivitas].2. Community [komunitas].3. Confirmation [konfirmasi].4. Clarification [klarifikasi].5. Codification [kodifikasi]6. Co-creation7. Currency [mata uang].8. Communal Activation [aktivasi komunitas].9. Kesembilan, Conversation [obrolan].10.Commercialization [komersialisasi].11.Character [karakter].12.Care [perhatian].13. Collaboration [kolaborasi]