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Objectives

Course Organization

Tasks of Marketing

Major Concepts & Tools of Marketing

Marketplace Orientations

Marketings Responses to NewChallenges

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Course/Text Organization

Part I - Understanding Marketing

Management

Part II - Analyzing MarketingOpportunities

Part III - Developing Marketing

Strategies Part IV - Shaping the Market Offering

Part V - Managing & Delivering

Marketing Programs

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Defining Marketing

Pemasaran adalah suatu proses

masyarakat individu dan kelompok

untuk memperoleh apa yang merekaperlukan dan inginkan melalui

menciptakan, menawarkan, dan

dengan bebas menukarkan produkdan jasa berharga dengan orang lain.

- Philip Kotler (p. 7)

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Core Concepts of Marketing

Product or Offering

Value and Satisfaction

Needs, Wants, and Demands

Exchange and Transactions

Relationships and Networks

Target Markets & Segmentation

Marketing Channels

Supply Chain

Competition

Marketing Environment

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Simple Marketing System

Industry

(a collection

of sellers)

Market

(a collection

of Buyers)

Goods/service

s

Money

Communication

Information

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The Four Ps

Marketi

ng

MixProdu

ct

PriceProm

otion

Place

The Four Cs

Customer

Solution

Customer

Cost

Communication

Conven-ience

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Production Concept

Product Concept

Selling Concept

Marketing Concept

Konsumen menyukai produk yangTersedia secara luas dan murah

Konsumen menyukai produk yangmenawarkan mutu yang paling baik,

performan, atau corak yang inovatif

Konsumen akan membeli produk jika

perusahaan dengan agresifmempromosikan penjualan produk nya

Fokus pada keinginan/kebutuhantarget market & pengiriman yang

lebih baik daripada pesaing

Company Orientations

Towards the Marketplace

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Marke

tIntegratedmarketing

Profits throughcustomer

satisfaction

Customerneeds

(b) The marketing

concept

Factor

y

Existing

products

Sellingand

promotion

Profits through

sales volume

Starting

pointFocus Means Ends

(a) The selling concept

Customer Delivered Value

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Customers

Front-line people

Middle

Management

Top

Ma

nag

ement

Traditional Organization Chart

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Customer-Oriented

Organization Chart

Customers

Front-line people

Middle management

Top

manage-

ment

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Evolving Views of Marketings

Role

a. Marketing asan

equal function

FinanceProduction

Marketing

Humanresource

s

b. Marketing as amore

important function

Finance

Humanresource

sMarketin

g

Producti

on

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Evolving Views of Marketings

Role

c. Marketing asthe

major function

Marketing

Production

d. The customer as

thecontrolling factor

Custome

r

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Evolving Views of Marketings

Role

e. The customer as the controllingfunction and marketing as the

integrative function

Customer

Marketing

Production

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Review

Kursus Organisasi

Tugas Pemasaran

Konsep Utama& Perkakas Pemasaran

Orientasi Pasar

Pemasaran Menjawab Tantangan Baru