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    2000 Prentice Hall

    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