I 7 marketing

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  • Marketing mix : kombinasi dari strategi produk, harga, promosi, dan distribusi yang digunakan untuk memasarkan produk
  • Advertising = beriklan (surat kabar, majalah, media elektronik) Personal selling = jika memerlukan informasi terinci dan teknis Sales promotion = relatif murah, mis: hadiah, kupon, paket murah Public relation = usaha komunikasi utk membangun ‘goodwill’
  • I 7 marketing

    1. 1. Sesi 7 Understanding Marketing Processes and Consumer Behavior Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
    2. 2. Key Topics <ul><li>Definition of marketing </li></ul><ul><li>The external marketing environment </li></ul><ul><li>Segmentation and target marketing </li></ul><ul><li>The consumer buying process </li></ul><ul><li>Organizational markets and buying behavior </li></ul><ul><li>Consumer and industrial products </li></ul><ul><li>Branding and packaging </li></ul>
    3. 3. What Is Marketing? <ul><li>“ Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives” </li></ul>Finding a need and filling it! OR
    4. 4. Nature of Marketing <ul><li>To create value by allowing people and organizations to obtain what they need and want </li></ul>
    5. 5. The Exchange Relationship <ul><li>Exchange: </li></ul><ul><ul><li>The act of giving up something (money, credit, labor, goods) in return for something else (goods, services, or ideas) </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    6. 6. The Exchange Process: Giving Up One Thing in Return for Another Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    7. 7. Marketing Creates Utility <ul><li>Utility--a product’s ability to satisfy human needs and wants </li></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Ownership </li></ul></ul><ul><ul><li>Form </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    8. 8. Functions of Marketing <ul><li>Buying </li></ul><ul><li>Selling </li></ul><ul><li>Transporting </li></ul><ul><li>Storing </li></ul><ul><li>Grading </li></ul><ul><li>Financing </li></ul><ul><li>Marketing research </li></ul><ul><li>Risk taking </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    9. 9. The Marketing Concept <ul><li>The idea that an organization should try to satisfy customer’s needs through coordinated activities that allow it to achieve its own goals (profit) </li></ul>Did You Know? Trying to determine a customer’s true needs is difficult because no one fully understands what motivates people to buy. Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    10. 10. Evolution of the Marketing Concept <ul><li>The production orientation </li></ul><ul><ul><li>During the second half of the 19th century </li></ul></ul><ul><li>The sales orientation </li></ul><ul><ul><li>By the early part of the 20th century </li></ul></ul><ul><li>The marketing orientation </li></ul><ul><ul><li>By the 1950s </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    11. 11. Marketing Orientation <ul><li>Requires organizations to: </li></ul><ul><ul><li>Gather information about customer needs </li></ul></ul><ul><ul><li>Share that information throughout the entire firm </li></ul></ul><ul><ul><li>Use that information to help build long-term relationships with customers </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    12. 12. Developing Marketing Strategy <ul><li>Marketing strategy: </li></ul><ul><ul><li>A plan of action for developing pricing, distributing and promoting products that meet the needs of specific customers </li></ul></ul><ul><li>Two major components: </li></ul><ul><ul><li>Selecting a target market </li></ul></ul><ul><ul><li>Developing the appropriate marketing mix </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    13. 13. Selecting a Target Market <ul><li>Market </li></ul><ul><ul><li>A group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas </li></ul></ul><ul><li>Target market </li></ul><ul><ul><li>A more specific group of consumers on whose needs and wants a company focuses its marketing effort </li></ul></ul>12- Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    14. 14. Total-Market Approach <ul><li>The marketer tries to appeal to everyone and assumes that all buyers have the same needs </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    15. 15. Target Market Strategies Total-Market Approach Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    16. 16. Market Segmentation <ul><li>Market Segmentation: </li></ul><ul><ul><li>A strategy to divide the total market into groups of people who have relatively similar product needs </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    17. 17. Market Segment <ul><li>A collection of individuals, groups, or organizations who share one or more characteristics and have similar product needs and desires </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    18. 18. Bases for Segmenting Markets <ul><li>Demographic </li></ul><ul><li>Geographic </li></ul><ul><li>Psychographic </li></ul><ul><li>Behavioristic </li></ul>Did You Know? During its first year of operation, sales of Coca-Cola averaged just nine drinks per day for total first-year sales of $50. Today, Coca-Cola products are consumed at the rate of one billion drinks per day. Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    19. 19. The Keys to Successful Market Segmentation <ul><li>Consumers’ product needs must be heterogeneous </li></ul><ul><li>Segments must be identifiable and divisible </li></ul><ul><li>The market must be divided so segment sales, cost, and profit can be compared </li></ul><ul><li>One segment must have enough profit potential to justify a special marketing strategy </li></ul><ul><li>The chosen segment must be reached by the firm with a particular marketing strategy </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    20. 20. Marketing Mix: The “Four P’s” (Distribution) P roduct P ricing P romotion P lace
    21. 21. Developing the Marketing Mix Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    22. 22. Product <ul><li>A good, service, or idea that has tangible and intangible attributes that provide satisfaction and benefit to consumers </li></ul><ul><ul><li>Products should be sold at a profit </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    23. 23. Price <ul><li>A value placed on a product or service that is exchanged between a buyer and seller </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    24. 24. Distribution <ul><li>Making products available to consumers in the quantities and locations desired </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    25. 25. Promotion <ul><li>A persuasive form of communication that attempts to expedite a marketing exchange by influencing individuals and organizations to accept goods, services, and ideas </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    26. 26. The Promotional Mix Advertising Personal Selling Sales Promotions Public Relations
    27. 27. Marketing Research & Information Systems <ul><li>Marketing research </li></ul><ul><ul><li>A systematic, objective process of getting customer information to guide marketing decisions </li></ul></ul><ul><li>Marketing information system </li></ul><ul><ul><li>A framework for assessing information about customers from internal and external sources </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    28. 28. Collecting Data <ul><li>Primary data </li></ul><ul><ul><li>Marketing information that is observed, recorded, or collected directly from respondents </li></ul></ul><ul><li>Secondary data </li></ul><ul><ul><li>Information that is compiled inside or outside an organization for some purpose other than changing the current situation </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    29. 29. Buying Behavior <ul><li>The decision processes and actions of people who purchase and use products </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    30. 30. Psychological Variables of Buying Behavior <ul><li>Perception </li></ul><ul><li>Motivation </li></ul><ul><li>Learning </li></ul><ul><li>Attitude </li></ul><ul><li>Personality </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    31. 31. Social Variables of Buying Behavior <ul><li>Social roles </li></ul><ul><li>Reference groups </li></ul><ul><li>Social classes </li></ul><ul><li>Culture </li></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    32. 32. The Marketing Environment <ul><li>External forces that directly or indirectly influence the development of marketing strategies </li></ul><ul><ul><li>Political </li></ul></ul><ul><ul><li>Legal </li></ul></ul><ul><ul><li>Regulatory </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Competitive </li></ul></ul><ul><ul><li>Economic, and technological </li></ul></ul>Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    33. 33. The Marketing Mix and the Marketing Environment Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved
    34. 34. REVIEW <ul><li>Jelaskan bagaimana supply dan demand dapat mempengaruhi jumlah produksi maupun distribusi </li></ul><ul><li>Sebutkan dan jelaskan mengenai “The Function of Management” </li></ul><ul><li>Apa yang dimaksud Competitive environtment dan Makro Environtment ?Jelaskan bagaimana lingkungan dapat berpengaruh terhadap bisnis </li></ul><ul><li>Sebutkan dan jelaskan bentuk-bentuk kepemilikan perusahaan </li></ul><ul><li>Jelaskan tantangan dan konsekuensi dari bisnis global </li></ul><ul><li>Faktor-faktor apa sajakah yang mempengaruhi pembentukan struktur organisasi? Sebutkan bentuk-bentuk struktur organisasi yang anda ketahui! </li></ul><ul><li>Apa yang dimaksud Marketing Mix ? Jelaskan! </li></ul>

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