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Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
Intro to marketing
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Intro to marketing

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  • 1. Presented by Sugiharto, SH. MMPRINCIPLES of MARKETING Marketing management, discussing principles of marketing, productionconcept, product concept, selling concept the marketing concept
  • 2. Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 3. MarketingThe PerspectivesMarketing is a fundamentalhuman activity It happens around the World Makes consumer to have better decisionMarketing impacts the economyIs about 50 % of retail salesexpenses and Healthy marketingsystems support Economic advance Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 4. MarketingThe Perspectives ‘More than half the polled executives at 250 corporations ranked Marketing as the most important element of strategy’ (Yankelovitch, Skelly and White Survey, 2002) The fastest way up the corporate ladder is through the Marketing Department (Economist Survey, 2004) Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 5. MarketingThe Perspectives ANY INTERPERSONAL AND INTERORGANISATIONAL RELATIONSHIP INVOLVING AN EXCHANGE IS MARKETING WILLIAM J.STANTON Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 6. Marketing The Fundamentals The essence of Marketing is a transaction - an exchange- intended to satisfy human needs and wants. There are three elements in the marketing process : WHAT IS BEING MARKETEDMarketing Management © Created by SUGIHARTO, SH.MM 2011
  • 7. MarketingThe Definitions Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 8. MarketingThe Definitions The process of planning and executing the conception, Pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organization objectives Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 9. Marketing The Perspectives NEED A state of felt deprivation of some basic satisfaction ( Food, Clothing, Shelter, Belonging etc. ) WANT Wants are desires for specific satisfiers of the deeper needs. Needs are few and wants are many DEMAND are wants backed by the Ability to buy and Willingness to buyMarketing Management © Created by SUGIHARTO, SH.MM 2011
  • 10. Marketing The PerspectivesPRODUCTS – Offers – SatisfiersAnything that can be offered tosomeone to satisfy a need or wantis a product .Product refers to physical objectandServices refer to intangible objectMarketing Management © Created by SUGIHARTO, SH.MM 2011
  • 11. Marketing The Definitions Resume Creating Value on target market satisfaction for profitability Researching the need and want which haven’t served internally or by competitors Pointing the rights market segment to be well served by the company Designing and increasing the right products and servicesMarketing Management © Created by SUGIHARTO, SH.MM 2011
  • 12. Marketing The Perspectives Value and Satisfaction Value is the Customers’ estimate of the product’s capacity to satisfy a set of goals. Value is the ratio between what the customer gets and what he gives Customers gets benefits and assume costs Customer Expectance = Performance Customer Expectance > Performance Customer Expectance < PerformanceMarketing Management © Created by SUGIHARTO, SH.MM 2011
  • 13. Marketing The Perspectives Exchange and TransactionExchange is the act of obtaininga desired product by offeringsomething in return . Exchangetakes place when 5 conditionsare satisfied:Need Two PartiesEach party must have something of value to the otherEach party is capable of communication & deliveryEach party is free to accept or reject the offerEach party believes that it is appropriate to deal withthe other party Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 14. Marketing can not be considered as a separate function , it is the whole business, seen from the point of view of its final results.... that is profit, through customer satisfactionMarketing Management © Created by SUGIHARTO, SH.MM 2011
  • 15. Marketing The Market Refers toGroup of consumer or organizations who are interested In the Product Has the resource to purchase the products or services and is permitted by law and other regulations to acquire the products and services A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want.Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 16. Total population Potential Market Available Market Qualified Available Market Target Market Penetrated MarketMarketing Management © Created by SUGIHARTO, SH.MM 2011
  • 17. Marketing WHAT is MARKETING?Marketing is the management process which identifies, anticipates, and supplies customer requirements efficiently and profitably it is the process of understanding,creating, and delivering profitable value to targeted customers better than the competitors Its aim is to establish, maintain, enhance long term relationship with customers at a profit so that the objectives of the parties involved are met marketing consists of attracting, developing, and retaining profitable customers Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 18. MarketingThe Simple Marketing System Communication Goods & Services INDUSTRY MARKETs Payment Feedback Information Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 19. Marketing Marketing Management is theWhat is Marketing Management ? analysis, planning, implementation and control of programs designed … To Create To Build To Maintain The beneficial exchanges and relationships with target markets for the purpose of Achieving Organizational Objectives Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 20. Marketing WHAT is MARKETING Management ? Marketing management = Demand management. it involves the task of influencing the level, timing and composition of demand At times the actual demand level may be below, equal to, or above the desired demand level the major task of marketing management is to regulate the level of demandMarketing Management © Created by SUGIHARTO, SH.MM 2011
  • 21. THANK YOU For LISTENING Principles of Marketing DAY ONE Presented by Sugiharto, SH. MM Re-programmed Presentation created by ugik013 Presentation Pro Images provided by Personal collections Source of reference : Philip Kotler Gary Armstrong Etc. E-mail: ugik013@yahoo.com STIE GICI Business School © 2011Marketing Management © Created by SUGIHARTO, SH.MM 2011

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