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MARKETING MANAGEMENT

MARKETING MANAGEMENT. Dr. Pramono Hariadi, MS. DEFINISI. “Marketing adalah penciptaan dan penyampaian standar hidup yang lebih tinggi”.

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MARKETING MANAGEMENT

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  1. MARKETING MANAGEMENT Dr. Pramono Hariadi, MS

  2. DEFINISI “Marketing adalah penciptaan dan penyampaian standar hidup yang lebih tinggi”.

  3. “Marketing adalah proses manajerial dan sosial dengan cara ini individu dan kelompok menemukan apa yang mereka butuhkan (need) dan inginkan (want) melalui penciptaan, penawaran dan pertukaran nilai barang dan jasa dengan pihak lain”.

  4. Kata kunci • Kebutuhan (needs) dan Keinginan (wants) pelanggan • Permintaan dan pasar • Pilihan, dalam upaya memaksimalkan nilai atau kegunaan

  5. PROSES PEMASARAN

  6. Marketers terkait dengan 10 hal: 1. Physical Goods 2. Services 3. Experiences 4. Events 5. Persons 6. Places 7. Properties 8. Organizations 9. Information 10. Ideas SCOPE MARKETING

  7. A SIMPLE MARKETING SYSTEM COMMUNICATION GOODS & SERVICES MARKET (A collection of buyers) INDUSTRY (A collection of sellers) MONEY INFORMATION

  8. STRUKTUR PRTUKARAN PADA EKONOMI MODERNS Resources Resources Resource Markets Money Money Services & Money Taxes & Goods Services Government Markets Consumer Markets Manufacturer Markets S&m Taxes Taxes & Goods S&m T&g Money Money Intermediary Markets Goods & Services Goods & Services

  9. KONSEP-KONSEP PEMASARAN • Ada lima jenis konsep marketing: • The PRODUCTION CONCEPT : konsumen lebih menyukai produk yang tersedia secara luas di pasar dan murah. • The PRODUCT CONCEPT: konsumen menyukai suatu produk yang memiliki kelebihan kualitas, penampilan atau fitur yang inovatif .

  10. The SELLING CONCEPT : konsumen tidak akan membeli produk perusahaan cukup banyak, oleh karena itu perusahaan harus melakukan upaya penjualan dan promosi. • The MARKETING CONCEPT : kunci pencapaian tujuan perusahaan adalah dalam penciptaan, penghantaran dan komunikasi nilai pelanggan yang lebih efektif terhadap sasaran pasar yang telah ditetapkan.

  11. The SOCIETAL MARKETING : tugas organisasi (perusahaan) adalah untuk menetapkan kebutuhan, keinginan dan ketertarikan konsumen yang menjadi sasaran pasar serta menghantarkan kepuasan yang dibutuhkan yang lebih efektif dari pesaing.

  12. 1 3 2 Needs Value Products Wants Cost The Core Concepts of Marketing Demands Satisfaction 4 6 Exchanges 5 Marketing Markets Transactions Marketers Relationships

  13. CUSTOMER RELATIONSHIPS

  14. CREATING CUSTOMER VALUE AND SATISFACTION • Total customer value: the bundle of benefits customers expect from a given product or service. • Total customer cost:the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the product or service. • Customer delivered value:the difference between total customer value and total customer cost. (continued)

  15. CREATING CUSTOMER VALUE AND SATISFACTION • Example of Customer Delivered Value: a) Buyers perception of offer’s worth = Rp.200,000,- b) Company’s cost of manufacture = Rp.140,000,- c) Company’s price = Rp.160,000,- 1. Customer Delivered Value: = Rp.40,000,- 2. Customer Delivered Value: = 1.25 (as a ratio) (continued)

  16. CREATING CUSTOMER VALUE AND SATISFACTION Customer Satisfaction: Whether a customer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectations. We may define it as: “Customer satisfaction or dissatisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to the person’s expectations”.

  17. THE NATURE OF HIGH PERFORMANCE BUSINESSES Set strategies to satisfy key stakeholders … STAKEHOLDERS … by improving critical business processes … PROCESSES … and aligning resources and organization. RESOURCES ORGANIZATION

  18. MARKET-ORIENTED STRATEGIC PLANNING Ref: Chapter 4 of Core Text

  19. STRATEGIC PLANNING:THE FOUR LEVELS • Most large companies consist offour organizational levels: • The Corporate level • The Division level • The Business Unit level • The Product level

  20. THE STRATEGIC PLANNING, IMPLEMENTATION & CONTROL PROCESSES PLANNING IMPLEMENTING CONTROLLING Corporate Planning Organizing Measuring Results Division Planning Implementing Diagnosing Results Business Planning Taking Corrective Action Product Planning

  21. DEFINING THE CORPORATE MISSION • Peter Drucker’s Classic Questions: 1. What is our business? 2. Who is the customer? 3. What is value to the customer? 4. What will our business be? 5. What should our business be? Ref: Chapter 4 of core Text

  22. GOOD MISSION STATEMENTS • Good mission statements have three major characteristics: 1. They focus on limited number of goals. 2.They stress the major policies and values the company wants to honor. 3. They define the major competitive scopes within which the company will operate. Ref: Chapter 4 of Core Text

  23. COMPETITIVE SCOPES OF A COMPANY • Industry scope • Products and applications scope • Competence scope • Market segment scope • Vertical scope • Geographical scope Ref: Chapter 4 of Core Text

  24. ESTABLISHING STRATEGIC BUSINESS UNITS • Large companies normally manage different businesses, each requiring its own strategy. These are termed as Strategic Business Units(SBUs). An SBU has three characteristics: • It is a single business or a collection of related businesses that can be planned separately from the rest of the company. • It has its own set of competitors. • It has a manager who is responsible for strategic planning and profit performance and who controls most of the factors affecting profit. Ref: Chapter 4 of Core Text

  25. ASSIGNING RESOURCES TO SBUs(THE BCG GROWTH-SHARE MATRIX) The Boston Consulting Group (BCG), a leading management consulting firm, popularized the growth-share matrix. It is divided into four cells, each indicating a different type of business. The market-growth rate on the vertical axis indicates the annual growth rate of the market in which the business operates. The relative marketshare, measured on the horizontal axis, refers to the SBUs market share relative to that of the largest competitor in the segment. Ref: Chapter 4 of Core Text

  26. THE BCG GROWTH-SHARE MATRIX RELATIVE MKT SHARE 20% STARS QUESTION MARKS MKT GROWTH 10% DOGS CASH COWS 0% 10x 1x 0.1x

  27. Marketing Management Personal & Environmental Factors Marketing Factors Purchase Process Product Psychological Price Personal Place Social Cultural Promotion

  28. Market Segmentation • Segmentation is dividing the market into groups whose members have similar characteristics. • Levels of segmentation: • Mass marketing – sell the same product to as many perole as possible • Niche Marketing – finding small/profitable market segments and designing for them • One-to-One Marketing – unique mix of goods and services for each customer • Best segmentation is to use many bases to come up with a target market that is sizeable, reachable and profitable.

  29. Market Segmentation: Target Marketing • Target market: • any group of potential customers who have similar wants and needs and can be expected to show interest in the same products • Focus on: • Geographic region • Customer demographics • Customer psychographics • Product-use variables

  30. THE BCG MARIX (CONTD) • QUESTION MARKS: New businesses of the company in high growth-rate markets. • STARS:Successful Question-mark businesses become stars that gain market share and generate profits for the company. • CASH COWS:When market-growth rate slows down as competitors enter the segment, businesses that remain successful become Cash Cows. They fund Stars and new Question-mark businesses. • DOGS:These are businesses in decline and the company has the option to “harvest” or “divest”.

  31. THE MARKETING PROCESS • The Marketing Process consists of: • Analyzing Marketing Opportunities • Researching and Selecting Target Markets • Designing Marketing Opportunities • Planning Marketing Programs • Organizing, Implementing, and Controlling the Marketing Effort Ref: Chapter 4 of Core Text

  32. MARKETING ENVIRONMENT & SYSTEM Ref: Chapter 6 of Core Text

  33. MARKETING ENVIRONMENT FACTORS • Demographic Environment • Economic Environment • Natural Environment • Technological Environment • Political-legal Environment • Social-cultural Environment

  34. DEMOGRAPHIC ENVIRONMENT • Worldwide Population Growth • Population Age Mix • Ethnic Markets • Educational Groups • Household Patterns • Geographical Shifts in Population • Shift from Mass to Micromarkets Ref: Chapter 6 of Core Text

  35. ECONOMIC ENVIRONMENT • Income Distribution • Subsistence economies • Raw-material-exporting economies • Industrializing economies • Industrial economies • Savings, Debt, and Credit Availability Ref: Chapter 6 of Core Text

  36. NATURAL ENVIRONMENT • Shortage of Raw Materials • Increased Energy Costs • Increased Pollution Levels • Changing Role of Governments Ref: Chapter 6 of Core Text

  37. TECHNOLOGICAL ENVIRONMENT • Accelerating Pace of Technological Change • Unlimited Opportunities for Innovation • Varying R&D Budgets • Increased Regulation of Technological Change Ref: Chapter 6 of Core Text

  38. POLITICO-LEGAL ENVIRONMENT • Legislation Regulating Business: • Growth of Special Interest Groups Ref: Chapter 6 of Core Text

  39. SOCIO-CULTURAL ENVIRONMENT • Persistence of Core Cultural Values: • Core beliefs • Secondary beliefs • Existence of Subcultures • Shifts of Secondary Cultural Values Through Time Ref: Chapter 6 of Core Text

  40. ANALYZING CONSUMER BEHAVIOR Ref: Chapter 7 of Core Text

  41. ANALYZING CONSUMER BEHAVIOR • FACTORS INFLUENCING CONSUMER BEHAVIOR • BUYING ROLES • TYPES OF BUYING BEHAVIOR • THE BUYING DECISION PROCESS Ref: Chapter 7 of Core Text

  42. FACTORS INFLUENCING CONSUMER BEHAVIOR • CULTURAL FACTORS: • Culture • Sub-culture • Social Class • SOCIAL FACTORS: • Reference groups • Family • Roles & statuses Ref: Chapter 7 of Core Text

  43. FACTORS INFLUENCING CONSUMER BEHAVIOR(2) • PERSONAL FACTORS • Age and Life-Cycle Stage • Occupation • Economic Circumstances • Lifestyle • Personality & Self-concept Ref: Chapter 7 of Core Text

  44. FACTORS INFLUENCING CONSUMER BEHAVIOR (3) • PSYCHOLOGICAL FACTORS • Motivation • Learning • Perception • Beliefs & Attitudes Ref: Chapter 7 of Core Text

  45. BUYING ROLES • INITIATOR: The first person to suggest the idea of buying. • INFLUENCER: A person whose views impact the buying decision. • DECIDER: The person who decides on what, when & where to buy the product or service. • BUYER: The actual purchaser. • USER: The person who uses/consumes the product or service. Ref: Chapter 7 of Core Text

  46. TYPES OF BUYING BEHAVIOR DEGREE OF INVOLVEMENT HIGH LOW VARIETY- SEEKING BUYING BEHAVIOR COMPLEX BUYING BEHAVIOR HIGH DEGREE OF DIFFERENCES IN BRANDS DISSONANCE- REDUCING BUYING BEHAVIOR HABITUAL BUYING BEHAVIOR LOW

  47. TYPES OF BUYING BEHAVIOR • COMPLEX BUYING BEHAVIOR:High involvement, very expensive, infrequently purchased,very risky, self-expressive products (designer jewelry, custom-designed sports cars, housing). • DISSONANCE REDUCING BUYING BEHAVIOR:High involvement, expensive, infrequently purchased, self-expressive products (furniture, white goods, PCs). Ref: Chapter 7 of Core Text

  48. TYPES OF BUYING BEHAVIOR (CONTD) • VARIETY SEEKING BUYING BEHAVIOR:Low involvement, frequently purchased, inexpensive products (pastries, biscuits, snacks). • HABITUAL BUYING BEHAVIOR:Low involvement, frequently purchased, inexpensive products (sugar, salt, flour, commodities). Ref: Chapter 7 of Core Text

  49. THE BUYING DECISION PROCESS • Problem/need Recognition • Information Search • Evaluation Of Alternatives • Purchase Decision • Postpurchase Behavior Ref: Chapter 7 of Core Text

  50. PROBLEM/NEED RECOGNITION • From Internal Stimuli: • Hunger • Thirst • Fear • From External Stimuli: • Neighbor’s Purchases • Advertisements • Window Shopping • Newspapers & Magazines Ref: Chapter 7 of Core Text

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