2. Process by which individuals
and groups obtain what they
need and want through
creating and exchanging
products and value with others.
More simply: Marketing is the
delivery of customer
satisfaction at a profit.
Marketing
4. Needs - states of felt deprivation including physical needs
for food, social needs for belonging and individual needs
for self-expression. i.e. I am thirsty.
Wants - form that a human need takes as shaped by culture
and individual personality. i.e. I want a Coca-Cola.
Demands - human wants backed by buying power. i.e. I
have money to buy a Coca-Cola.
Motivasi Konsumen
5. Products - anything that
can be offered to a
market to satisfy a need
or want.
Products also include:
Persons, Places,
Organizations, Activities,
and Ideas.
Services - activities or
benefits offered for sale
that are essentially
intangible and don’t result
in the ownership of
anything.
Examples: banking,
airlines, haircuts, and
hotels.
Mengatasi Need dan Wants
6. Customer Value - difference between the
value the customer gains from owning and
using a product and the cost of obtaining
the product.
Customer Satisfaction - depends on the
product’s perceived performance in
delivering value relative to a buyer’s
expectations.
Both are closely linked to Quality and Total
Quality Management (TQM).
Bagaimana Konsumen Memilih
7. Exchanges - act of obtaining a desired object from someone by
offering something, such as money, another good, or a service,
in return.
Transactions - trade of values between parties: one party gives
X to another party and gets Y in return.
Relationship Marketing - building long-term relationships with
valued consumers, distributors, dealers, and suppliers.
Bagaimana Konsumen
Mendapatkan Produk?
8. Adding Financial Benefits
i.e. Frequent Flier Programs
Adding Social Benefits
i.e. Focusing on Individual
Needs & Wants
Adding Structural Ties
i.e. Special Equipment
Seeking Profitable Customers
i.e. Who Can We Serve
Effectively?
The Goal is to Deliver Long-Term Value to Customers
and Build Customer Satisfaction and Retention. How?
Relationship Marketing
9. Market - buyers
who share a
particular need
or want that can
be satisfied through
exchanges and
relationships
Actual
Buyers
Potential
Buyers
Pasar
11. Market Characteristics: Consumer ><
Business
Market
Consumer Mkt
Industrial Mkt
Large # of customers
Small amount of purchase
Consumer buying
Small # of customers
Large amount of purchase
Derived demand
Professional Buying
12. Marketing Management Process
Marketing
Objectives
STP Marketing
Program;
1.Product
2. Price
3. Place
4. Promotion
1. Advertising
2. Sales Promotion
3. Personal Selling
4. Direct Marketing
5. Public Relations
Marketing
Implementation
Evaluation
& Control
External
Environment
Internal
Environment
Business
Mission
13. Company’s Internal Environment- functional areas such as
top management, finance, and manufacturing, etc.
Competitors - those who serve a target market with similar
products and services against whom a company must gain
strategic advantage.
Customers - five types of markets that purchase a
company’s goods and services.
Micro Environment
15. 1. Identify Bases
for Segmenting the Market
2. Develop Profiles
of Resulting Segments
3. Develop Measures
of Segment Attractiveness
4. Select Target
Segment(s)
5. Develop Positioning
for Each Target Segment
6. Develop Marketing
Mix for Each Target Segment Market
Positioning
Market
Targeting
Market Segmentation
Segmentasi-Targeting-Positioning
16. Geographic
Demographic
Age, gender,
family size and
life cycle, or
income
Psychographic
Social class, lifestyle,
or personality
Behavioral
Occasions, benefits
sought, user status,
usage rate, loyalty
Nations, states,
regions or cities
Segmentasi Pasar Konsumen
18. Segment 1
Segment 2
Segment 3
Segment 1
Segment 2
Segment 3
Company
Marketing
Mix
Company
Marketing
Mix
Company
Marketing Mix 1
Company
Marketing Mix 2
Company
Marketing Mix 3
Market
A. Undifferentiated Marketing
B. Differentiated Marketing
C. Concentrated Marketing
Targeting
19. Product’s Position - the way the product is defined by
consumers on important attributes - the place the
product occupies in consumers’ minds relative to
competing products.
Marketers must:
Plan positions to give their products the
greatest advantage in selected target
markets,
Design marketing mixes to create these
planned positions.
Positioning
22. Sumber: 1. InfoRDev, The Indonesian Banking Industry: An
overview and its Prospects (2003)
2. Kotler, Marketing Management: An Asian Perspective (2003)
3. Kotler & Amrstrong, Principles of Marketing (2003)
4. Zeithaml & Bitner, Services Marketing (2003)
THANK YOU
