1. Mengapa Pemasaran Penting 2. Apa Ruang Lingkup Pemasaran 3. Apa Saja Konsep-Konsep Dasar dalam Pemasaran 4. Bagaimana Manajemen Pemasaran Berubah 5. Apa Tugas Yang diperlukan Untuk Manajemen Pemasaran Yang Berhasil

1. MARKETING MANAGEMENT
12th edition
1
Defining
Marketing
for the
21st Century
Kotler Keller

2. 1-2
Chapter Questions
• Why is marketing important?
• What is the scope of marketing?
• What are some of the fundamental
marketing concepts?
• How has marketing management
changed?
• What are the tasks necessary for
successful marketing management?

3. 1-3
Good Marketing is No Accident
Boston Beer
Company,
maker of
Samuel
Adams,
constantly
innovates

4. 1-4
What is Marketing?
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships
in ways that benefit the
organization and its stakeholders.

5. 1-5
1. Suatu aktivitas yang bertujuan untuk mencapai
sasaran perusahaan dilakukan dengan cara
mengantisipasi kebutuhan pelanggan atau klien
serta mengarahkan aliran barang dan jasa yang
memenuhi kebutuhan pelanggan

6. 1.William J. Stanton : Sistem keseluruhan dari kegiatan-kegiatan
bisnis yang ditujukan untuk merencanakan,
menentukan harga, mempromosikan, dan
mendistribusikan barang dan jasa yg memuaskan
kebutuhan baik kepada pembeli yg ada maupun pembeli
potensial.
2. American Marketing Association : Kegiatan-kegiatan
individu & organisasi yg dilakukan untuk memudahkan
atau mendukung hubungan pertukaran yang
memuaskan dalam sebuah lingkungan yang dinamis
melalui penciptaan, distribusi, promosi, dan penetapan
harga untuk barang, jasa, dan gagasan

7. 1-7
What is Marketing Management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.

8. 1-8
Selling is only the tip of the iceberg
“There will always be need for
some selling. But the aim of marketing
is to make selling superfluous. The aim
of marketing is to know and understand
the customer so well that the product or
service fits him and sells itself. Ideally,
marketing should result in a customer
who is ready to buy. All that should be
needed is to make the product or
service available.”
Peter Drucker

9. 1-9
Designing the “Right” Product

10. Only the best is good enough for Lexus customers
1-10

11. 1-11
Obtaining Products

12. 1-12
For an exchange to occur….
• There are at least two parties.
• Each party has something that might be of
value to the other party.
• Each party is capable of communication
and delivery.
• Each party is free to reject the exchange
offer.
• Each party believes it is appropriate or
desirable to deal with the other party.

13. 1-13
Are both forms of exchange?
Transactions Transfers

14. 1-14
What is Marketed?
GGooooddss
SSeerrvviicceess
EEvveennttss && EExxppeerriieenncceess
PPeerrssoonnss
PPllaacceess && PPrrooppeerrttiieess
OOrrggaanniizzaattiioonnss
IInnffoorrmmaattiioonn
IIddeeaass

15. 1-15
Marketing Goods

16. Marketing Ideas:
Friends Don’t Let Friends
Drive Drunk
This is the watch
Stephen Hollingshead, Jr.
was wearing when he
encountered a drunk
driver.
Time of death 6:55 p.m.
1-16

17. 1-17
Demand States
Nonexistent Latent
Negative
Declining Irregular
Full Overfull Unwholesome

18. 1-18
Figure 1.1 Structure of Flows in a
Modern Exchange Economy

19. 1-19
Figure 1.2 A Simple Marketing System

20. 1-20
Key Customer Markets
Consumer Markets
Business Markets
Global Markets
Nonprofit/ Government
Markets

21. 1-21
Global Markets
Coke is
represented at the
first China
International
Beverage Festival
in Beijing in 2003

22. 1-22
The marketplace isn’t what it used to be…
CChhaannggiinngg tteecchhnnoollooggyy
GGlloobbaalliizzaattiioonn
DDeerreegguullaattiioonn
PPrriivvaattiizzaattiioonn
EEmmppoowweerrmmeenntt
CCuussttoommiizzaattiioonn
CCoonnvveerrggeennccee
DDiissiinntteerrmmeeddiiaattiioonn

23. 1-23
Company Orientations
Production
Product
Selling Marketing

24. Figure 1.3 Holistic Marketing Dimensions
1-24

25. 1-25
Puma’s rebirth attributed to holistic marketing

26. 1-26
Figure 1.4 The Four P’s

27. 1-27
Figure 1.5 Marketing-Mix Strategy

28. 1-28
Marketing Mix and the Customer
Four P’s
• Product
• Price
• Place
• Promotion
Four C’s
• Customer solution
• Customer cost
• Convenience
• Communication

29. 1-29
Corporate Social Initiatives

30. 1-30
Corporate Social Initiatives

31. 1-31
Core Concepts
• Needs, wants, and
demands
• Target markets,
positioning,
segmentation
• Offerings and brands
• Value and
satisfaction
• Marketing channels
• Supply chain
• Competition
• Marketing
environment
• Marketing planning

32. 1-32
I want it, I need it…
5 Types of Needs
• Stated needs
• Real needs
• Unstated needs
• Delight needs
• Secret needs

33. 1-33
Figure 1.6 Factors Influencing
Marketing Strategy

34. 1-34
Marketing Management Tasks
• Developing marketing
strategies
• Capturing marketing
insights
• Connecting with
customers
• Building strong
brands
• Shaping market
offerings
• Delivering value
• Communicating
value
• Creating long-term
growth

35. 1-35
Marketing Debate
Does Marketing
Create or Satisfy Needs?

36. 1-36
Marketing Discussion
Are there any themes that
emerge in the broad shifts
in marketing? Can they be
related to the major societal
forces? Expand.