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Defining Marketing
for the 21st Century

Marketing Management, 13th ed


Chapter Questions

Arti Pentingnya Manajemen


Pemasaran
Ruang lingkup manjemen pemasaran
Berbagai konsep dasar dalam
manajemen pemasaran
Dinamika manajemen pemasaran
Strategi agar manajemen pemasaran
berjalan sukses
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Definisi Pemasaran . ?

Marketing

Adalah seperangkat proses dan fungsi organisasi


(yang saling berinteraksi) untuk menciptakan,
mengkomunikasikan, dan memberikan nilai (value)
kepada pelanggan dan untuk mengelola
hubungan pelanggan dengan cara yang dapat
memberi
manfaat bagi organisasi dan
pemangku kepentingan (stakeholder).

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What is Marketing Management?

Marketing management adalah


seni dan ilmu
yang digunakan untuk memilih target market
untuk mendapatkan, menjaga, dan mengembangkan
pasar (pelanggan) melalui
penciptaan, pemberian (delivery), dan
mengkomunikasikan
(keunggulan) nilai kepada pelanggan.

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What is Marketed?

Goods
Services
Events
Experiences
Persons

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What is Marketed?

Places
Properties
Organizations
Information
Ideas

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Demand States
Negative Demand (permintaan negatif), konsumen tidak
menyukai produk dan bahkan mungkin membayar untuk
menghindarinya

Nonexistent demand (permintaan tidak ada) : kondisi dimana


konsumen mungkin tidak menyadari atau tidak tertarik pada
produk

Latent demand, yaitu kondisi dimana konsumen masih dapat


berbagi kebutuhan (subtitusi produk) yang kuat yang tidak dapat
dipenuhi oleh produk yang sudah ada

Declining demand, yaitu kondisi terjadinya penurunan


permintaan - konsumen mulai jarang membeli produk atau
bahkan tidak sama sekali.
.
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Demand States
Irreguler demand, yaitu kondisi permintaan tidak teratur -
pembelian konsumen bervariasi secara musiman, bulanan,
mingguan, harian atau bahkan per jam
Full demand (permintaan penuh), yaitu kondisi dimana
konsumen cukup membeli semua produk yang ditawarkan
/ada di pasar
Overfull demand , yaitu kondisi dimana jumlah konsumen
ingin membeli produk lebih besar dari ketersediaan produk
yang dapat dipenuhi
Unwholesome demand, yaitu kondisi permintaan dimana
konsumen dapat tertarik ke produk yang memiliki
konsekuensi sosial yang tidak diinginkan.

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Figure 1.1 Structure of Flows in
Modern Exchange Economy

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Figure 1.2
A Simple Marketing System

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Jenis-jenis Pelanggan

Consumer markets
Business markets
Global markets
Nonprofit/Government markets

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Core Concepts

Needs, wants, and Marketing channels


demands Supply chain
Target markets, Competition
positioning, Marketing
segmentation environment
Offerings and Marketing planning
brands
Value and
satisfaction

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Types of Needs

Stated (dapat dinyatakan)

Real (ril)

Unstated (tidak dapat dinyatakan)

Delight (menyenangkan)

Secret (rahasia)

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Target Markets,
Positioning & Segmentation

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Offerings and Brands

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Value and Satisfaction

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Marketing Channels

Communication

Distribution

Service

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Marketing Environment

Demographic Economic

Socio-cultural
Political-legal

Technological Natural

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Major Societal Forces

Network information Industry convergence


technology Retail transformation
Globalization Disintermediation
Deregulation Consumer buying power
Privatization Consumer participation
Heightened competition Consumer resistance

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Company Orientations

Consumers prefer products that are


Production Concept widely available and inexpensive

Consumers favor products that


Product Concept offer the most quality, performance,
or innovative features

Consumers will buy products only if


Selling Concept the company aggressively
promotes/sells these products

Focuses on needs/ wants of target


Marketing Concept markets & delivering value
better than competitors

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Company Orientations
The societal marketing concept

The societal marketing concept holds that the


organizations task is to determine the needs,
wants,and interests of target markets and to
deliver the desired satisfaction more effectively
and efficiently than competitors in a way that
preserves or enhances the consumers and the
societys well-being.

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Social Marketing Concept

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Holistic Marketing

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Relationship Marketing

Customers

Employees

Marketing Partners

Financial Community

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Integrated Marketing

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Internal Marketing
Internal marketing adalah serangkaian
tugas untuk meng-hiring, training dan
memotivasi karyawan agar mampu
memberikan pelayanan yang baik
kepada pelanggan.

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Performance Marketing

Financial Social Responsibility


Accountability Marketing

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Types of
Corporate Social Initiatives

Corporate social marketing


Cause marketing
Cause-related marketing
Corporate philanthropy
Corporate community involvement
Socially responsible business practices

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The Marketing Mix

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The New Four Ps

People

Processes

Programs

Performance

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Marketing Management Tasks

Develop market strategies and plans


Capture marketing insights
Connect with customers
Build strong brands
Shape market offerings
Deliver value
Communicate value
Create long-term growth
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For Review

Why is marketing important?


What is the scope of marketing?
What are some fundamental marketing
concepts?
How has marketing management
changed?
What are the tasks necessary for
successful marketing management?
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