Marketing for Non Marketer

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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.
  • Marketing for Non Marketer

    1. 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. 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. 3. Session 1: The Role of Marketing in Modern Company AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    4. 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. 5. Selling vs Marketing Concepts AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    6. 6. Augmented benefit AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    7. 7. Marketing today: Team effort AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    8. 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. 9. Market Segmentation SEGMENTATION AB International P C rogram : AB International P C rogram : Indonesia Indonesia FRAGMENTATION 9
    10. 10. The importance of niche market AB International P C rogram : AB International P C rogram : Indonesia Indonesia 10
    11. 11. Marketing Mix AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    12. 12. Marketing Mix AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    13. 13. Consumer behavior AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    14. 14. Relationship marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    15. 15. Co-opetition: compete and collaborate AB International P C rogram : AB International P C rogram : Indonesia Indonesia 15
    16. 16. Mobile marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    17. 17. Digital marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    18. 18. Traditional role of marketing : Exchange AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    19. 19. Structure of Flows in a Modern Exchange Economy AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    20. 20. New role of marketing: Holistic AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    21. 21. Discussion “Marketing: cost center or profit center?” AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    22. 22. Session 2: Key marketing strategies AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    23. 23. Marketing strategy: Art and science AB International P C rogram : AB International P C rogram : Indonesia Indonesia 2-23
    24. 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. 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. 26. Challenge: Competitive advantage AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    27. 27. Continuous innovation Gartner Hype Cycle 2012 AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    28. 28. AB International P C rogram : AB International P C rogram : Indonesia Indonesia 28
    29. 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. 30. Garuda Business Co-opetition AB International P C rogram : Indonesia
    31. 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. 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. 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. 34. Evaluations of alternatives: Tools • • • • Rating Reviews Price Brand AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    35. 35. Business Markets Vs. Consumer Markets AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    36. 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. 37. Marcomm challenge: clutter AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    38. 38. The age of creativity AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    39. 39. Alternative media AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    40. 40. Engagement AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    41. 41. The Five M’s of Advertising AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    42. 42. Integrated Marketing Communication AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    43. 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. 44. Distribution challenge: speed AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    45. 45. Consumer Marketing Channels AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    46. 46. Marketing Channel Flows AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    47. 47. Industrial Marketing Channels AB International P C rogram : AB International P C rogram : Indonesia Indonesia
    48. 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. 49. Global supply chain AB International P C rogram : AB International P C rogram : Indonesia Indonesia 49
    50. 50. Discussion “What is SCG’s ultimate marketing challenge?” AB International P C rogram : AB International P C rogram : Indonesia Indonesia

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