DEFINING MARKETING FOR st 21 CENTURY

Presented by

Sony Kusumasondjaja, SE., MCom.

THE IMPORTANCE OF MARKETING

Hypercompetition situation Globalization Technology advancement Changes in Business and Competitive Models

WHAT IS MARKETING?

An organizational function and the art and science involving 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 A societal process by which individuals and groups obtain what they need and want through creating offering and freely exchanging products and services of value with others
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WHAT IS MARKETED?

Goods Services Events Experiences Persons/Individuals Places Properties Organizations Information Ideas
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WHAT IS MARKET?

Traditionally, a market was a physical place where buyers and sellers gathered to sell and buy products Economists describe market as a collection of buyers and sellers who transact over a particular product Marketer use the term market to cover various groupings of customers
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KEY CUSTOMER MARKETS

Consumer Market Business Market Global Market Non-Profit and Government Market

How Marketing is Changing

Deregulation Customer empowerment Customization Retail transformation Disintermediation

COMPANY ORIENTATION

PRODUCTION CONCEPT PRODUCT CONCEPT SELLING CONCEPT MARKETING CONCEPT HOLISTIC MARKETING CONCEPT

PRODUCTION CONCEPT

It holds that consumers will prefer products that are widely available and inexpensive Managers of production-oriented firms will concentrate on achieving high production efficiency, low costs, and mass distribution

PRODUCT CONCEPT

It holds that consumers will favor products that offer the most quality, performance, or innovative features Managers will focus on making superior products and improving them over time Sometimes, the managers are caught up in love affair with the products and they forget that the new products will not be successful unless they are priced, distributed, promoted, and sold properly
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SELLING CONCEPT

It holds that consumers, if left alone, will ordinarily not buy enough products. Therefore, firms must undertake an aggressive selling effort Most firms practice the concept when they have overcapacity The aim is TO SELL what they can make
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MARKETING CONCEPT

It holds that the key to achieving success is to create, deliver, and communicate superior customer value to its chosen target market better than than competitors Firms job is not to find the right consumers for their products but to make the right products for the consumers (TO MAKE what they can sell)
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HOLISTIC MARKETING CONCEPT

It is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes that everything matters It consists of 4 components, namely Relationship Marketing, Integrated Marketing, Internal Marketing, and Social Responsible Marketing
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RELATIONSHIP MARKETING

It has aim of building mutually satisfying long-term relationships with key parties of the firm The ultimate outcome is a marketing network

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INTEGRATED MARKETING

Marketing program consists of numerous decisions on valueenhancing marketing activities, called MARKETING MIX Four Ps correspond to Customers Four Cs (customer solution, cost, convenience, communication)

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INTERNAL MARKETING

Holistic marketing ensures that everyone in the firm embraces appropriate marketing principles Internal marketing is the task of hiring, training, and motivating employees serving customers

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SOCIAL RESPONSIBLE MARKETING

SRM incorporates understanding broader concerns and the ethical, environmental, legal, and social context of marketing activities and programs Social responsibility also requires that marketers carefully consider the role they are playing and could play in terms of social welfare
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MARKETING CORE CONCEPTS

Needs, Wants, Demands Segmentation, Targeting, and Positioning Offering and Brand Value and Satisfaction Marketing Channels Marketing Environment Marketing Planning
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SHIFTS IN MARKETING

Everyone does the marketing Organizing by customer segments, not by products Working with fewer suppliers in a partnership Emphasizing intangible assets Making products available online Focusing on Lifetime Customer Value
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Penjualan vs Pemasaran

Dua konsep yang dianggap sama, padahal maknanya jauh berbeda Tujuan penjualan adalah menjual produk, orientasi jangka pendek, dan berawal dari konsep saya jual apa yang bisa saya buat Tujuan pemasaran adalah memasarkan produk, orientasi jangka panjang, dan berawal dari konsep saya buat apa yang bisa saya jual

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