Marketing Management

(Industrial Marketing)

Dr. Ir. Sri Bramantoro Abdinagoro, MM.

Departemen Metalurgi dan Material

Fakultas Teknik Universitas Indonesia

2018
 The Business’s value chain
SUPPORT ACTIVITIES
Organization

Human resources

Technology
Financing

Inbound
logistic Operations Outbound Marketing Service
logistics and sales
Materials service
Manufacturing Order Advertising repair
handing
Parts assembly Processing Promotion
Delivery
Shipping

PRIMARY ACTIVITIES
Memanajemeni Usaha Pemasaran

SALURAN
PEMASARAN

PRODUK

PEMASOK MASYA-
PASAR
SASARAN RAKAT
UMUM

PROMOSI

PESAING
 Marketing

THE BUSINESS TASK OF :

 SELECTING ATTRACTIVE TARGET MARKETS

 DESIGNING CUSTOMER-ORIENTED
PRODUCTS, SERVICES AND PROGRAMS
 PRODUCE HIGH CUSTOMER SATISFACTION
 AND ATTRACTIVE COMPANY PROFIT
 LANGKAH DASAR MENUJU PASAR

MARKETING MIX
BAURAN
APA BISNIS PRODUK/JASA PEMASARAN
KITA

PASAR YANG DITUJU

 Marketing Mix Strategy
PROMOTION MIX

SALES
PROMOTION

ADVERTISING

TARGET
SEGMENT
SALES
FORCE
PRODUK/ DISTRIBUTION
PERUSAHAAN PRICING CHANNELS
TARGET
JASA
PUBLIC
RELATION
POSITIONING

DIRECT MAIL &

TELE MARKETING

TELECOM &
IT NETWORK
 Core Marketing Concepts
NEEDS

MARKETS WANTS
CORE
MARKETING
CONCEPTS
TRANSACTIONS DEMANDS

EXCHANGE PRODUCTS
PRODUCT - CONSUMER
PRODUCT / SERVICES

FEATURES / PROGRAMS

BENEFITS

CONSUMER
 Concept & Company’s Aim
CONCEPT ORGANISATION/COMPANY’S AIM

PRODUCT QUALITY PRODUCT IMPROVEMENT

PRODUCTION IMPROVE PRODUCT EFFICIENCY AND DISTRIBUTION FOR COST REDUCTION

SALES CONTINUING IN IMPROVEMENT OF MARKETING AREA WITH STIMULATE

CONSUMER INTEREST

MARKETING CONDUCT THE MARKET RESEARCH, CHOOSE THE MARKET, OFFER THE
PRODUCT WITH INTEGRATED MARKETING PROGRAM
 Marketing Mix
•
•
PRODUCT DIFFERENCES
QUALITY
MARKETING
•
•
DESIGN
CHARACTERISTIC
MIX •
•
CHANNEL
SCOPE
• BRAND • CHANNEL TYPE
• PACKAGE • LOCATION
• SIZE • INVENTORY
• SERVICES • TRANSPORTATION
• GUARANTEE
PRODUCT PLACE

PROMOTION
PRICE TARGET
• PRICE
MARKET •
•
ADVERTISEMENT
SALES PERSON
• DISCOUNT • SALES PROMOTON
• EASYNESS • PUBLIC RELATION
• PAYMENT METHOD
• CREDIT METHOD
 Target Market

SEGMENTATION BY

OBJECTIVES COVERAGE

GEOGRAPHIC
DEMOGRAPHIC
PHYCO GRAPHIC
BEHAVIOUR
 Differentiation

Product Services Personel Channels Image

• FEATURES • DELIVERY • EXPERETISE • SYMBOLS

• COVERAGE • MEDIA
• PERFORMANCE • INSTALLATION • COURTESY • EXPERTISE
• CONFORMANCE • CUSTOMER TRAINING • CREDIBILITY • ATMOSPHERE
• PERFORMANCE • EVENTS
• DURABILITY • CONSULTING SERVICE • RELIABILITY
• RELIABILITY • REPAIR • RESPONSIVENESS
• STYLE • CLARITY
• DESIGN
 Customer Satisfaction

PROMISE DELIVERY
PERCEPTION
EXPECTATION PERFORMANCE

SATISFACTION
B2C vs. B2B
 Buying Center for Business Markets
Users : users are those people who will use the product or service.

Influencers : influencers are persons who influence the buying decision.

Deciders : deciders are persons who decide on product requirements

and/or suppliers.

Approvers : approvers are persons who authorized the proposed

actions of deciders or buyers.

Buyers : buyers are person who have formal authority to select the
suppliers and arrange the purchase terms.

Gatekeepers : gatekeepers are person who have the power to prevent

sellers or information from reaching members of the buying
center.
Major Influences on Industrial Buying Behavior

Environmental

Level of
Organizational
Demand

Economic Interpersonal
Outlook Objectives Individual
Cost of money Policies Age
Authority
Income
Rate of Procedures Education
Status BUSINESS
technological Job position
change BUYERS
Organizational Empathy Personality
Structures Risk Attitudes
Political and Culture
Persuasiveness
regulatory Systems
developments

Competitive
development