Marketing for Non Marketer

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A brief introduction to marketing

A brief introduction to marketing

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  • Retrieval is the process whereby we recover information from long-term memory. Many things affect our ability to retrieve information. For example, how the marketer presents the information.

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  • 1. Introduction to Marketing Harryadin Mahardika, PhD Faculty of Economics and Business Universitas Indonesia AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 2. Harryadin Mahardika Pop Economist, FEUI laporsuap.com, Unlimited Insights & co Research objective: “to liberate and empower consumer...” Current research: Consumer empowerment Consumer intervention/engineering Mobile advertising AB International P C rogram : AB International P C rogram : Indonesia Indonesia 2
  • 3. Session 1: The Role of Marketing in Modern Company AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 4. History of marketing 1900’s: Sales Department  “Sell whatever the plant produces..” (Peter Drucker).  Simply selling core functionality of the product. 1960’s: Marketing Department  “…It’s our job to produce what the market needs” (Peter Drucker)  Offering an augmented set of benefits. 21st century: Cross-functional Department  Relationship marketing  Beyond consumer AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 5. Selling vs Marketing Concepts AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 6. Augmented benefit AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 7. Marketing today: Team effort AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 8. Development of key concepts 1950’s: Market Segmentation  Segmenting, Targeting, Positioning 1960’s: Marketing Mix  Product, Price, Place, Promotion 1970’s: Consumer Behavior 1980’s: Strategic Marketing 1990’s: Relationship Marketing  B2B marketing, loyalty and satisfaction 21st century: Digital Marketing (?) AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 9. Market Segmentation SEGMENTATION AB International P C rogram : AB International P C rogram : Indonesia Indonesia FRAGMENTATION 9
  • 10. The importance of niche market AB International P C rogram : AB International P C rogram : Indonesia Indonesia 10
  • 11. Marketing Mix AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 12. Marketing Mix AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 13. Consumer behavior AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 14. Relationship marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 15. Co-opetition: compete and collaborate AB International P C rogram : AB International P C rogram : Indonesia Indonesia 15
  • 16. Mobile marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 17. Digital marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 18. Traditional role of marketing : Exchange AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 19. Structure of Flows in a Modern Exchange Economy AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 20. New role of marketing: Holistic AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 21. Discussion “Marketing: cost center or profit center?” AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 22. Session 2: Key marketing strategies AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 23. Marketing strategy: Art and science AB International P C rogram : AB International P C rogram : Indonesia Indonesia 2-23
  • 24. Marketing Strategy Clusters 1. 2. 3. 4. 5. Strategic Marketing Consumer Behavior Marketing Communication Channel Management Marketing Contexts AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 25. Cluster 1: Strategic Marketing Competitive Analysis Product Development and Innovation Marketing Organization Structures Pricing Strategy Brand Strategy Positioning Strategy AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 26. Challenge: Competitive advantage AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 27. Continuous innovation Gartner Hype Cycle 2012 AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 28. AB International P C rogram : AB International P C rogram : Indonesia Indonesia 28
  • 29. Co-opetitor: creating value  A player is a complementor if customers value your product more when they have the other player’s product than when they have your product alone. Twitter and Facebook  A player is a substitutor if customers value your product less when they have the other player’s product than when they have your product alone. Pepsi and Coke AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 30. Garuda Business Co-opetition AB International P C rogram : Indonesia
  • 31. Components of co-opetitive marketing  Co-opetitive branding Brand alliance, brandsourcing  Co-opetitive pricing Price cartel, multi-platform payment  Co-opetitive product Collaborative innovation  Co-opetitive channel Online channel AB International P C rogram : AB International P C rogram : Indonesia Indonesia 31
  • 32. Cluster 2: Consumer Behavior Consumer Culture Choices and Decision Making Behavioral Pricing Consumer Spatial Behavior Consumer Co-creation AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 33. Consumer challenge: Decision making + Rp 39,000 + Rp 59,000 AB International P C rogram : AB International P C rogram : Indonesia Indonesia + Rp 59,000
  • 34. Evaluations of alternatives: Tools • • • • Rating Reviews Price Brand AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 35. Business Markets Vs. Consumer Markets AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 36. Cluster 3: Marketing Communication Media Psychology Branding Promotions Integrated Marcomm Media Planning Social Media Mobile Advertising Sponsorship Marketing Public Relations AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 37. Marcomm challenge: clutter AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 38. The age of creativity AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 39. Alternative media AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 40. Engagement AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 41. The Five M’s of Advertising AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 42. Integrated Marketing Communication AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 43. Cluster 4: Channel Management Retail Strategy Product Assortments and Placements Sales Management Distribution Strategy E-Commerce and M-Commerce Multi-channel Management Point of Sales Strategy Relationship Marketing B2B Marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 44. Distribution challenge: speed AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 45. Consumer Marketing Channels AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 46. Marketing Channel Flows AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 47. Industrial Marketing Channels AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 48. Cluster 5: Marketing Contexts Marketing and Public Policy International Marketing Multicultural Marketing Social Marketing Marketing Ethics AB International P C rogram : AB International P C rogram : Indonesia Indonesia
  • 49. Global supply chain AB International P C rogram : AB International P C rogram : Indonesia Indonesia 49
  • 50. Discussion “What is SCG’s ultimate marketing challenge?” AB International P C rogram : AB International P C rogram : Indonesia Indonesia