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Defining Marketing
for the 21st Century
Chapter Questions

 Mengapa pemasaran penting?


 Apa ruang lingkup pemasaran?
 Apa beberapa konsep pemasaran mendasar?
 Bagaimana manajemen pemasaran berubah?
 Apa tugas yang diperlukan untuk manajemen
pemasaran yang sukses?

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What is Marketing?

Pemasaran merupakan fungsi organisasi


dan seperangkat proses untuk menciptakan,
mengkomunikasikan, dan menyampaikan nilai
kepada pelanggan dan untuk mengelola
hubungan pelanggan dengan cara yang
bermanfaat bagi organisasi dan
pemangku kepentingan.

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What is Marketing Management?

Manajemen pemasaran adalah


seni dan ilmu memilih pasar sasaran,
mendapatkan, menjaga, dan
menumbuhkan pelanggan melalui
menciptakan, menyampaikan, dan
mengkomunikasikan
nilai pelanggan yang unggul.

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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  Irregular
 Nonexistent  Unwholesome
 Latent  Full
 Declining  Overfull

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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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Key Customer Markets

 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 (dinyatakan)

Real (Sebenarnya)

Unstated (tidak 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

Production

Product

Selling

Marketing

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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 tugas


mempekerjakan, pelatihan, dan memotivasi
karyawan agar mampu dan
mau melayani pelanggan dengan baik.

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Performance Marketing

Financial Social Responsibility


Accountability Marketing

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Types of
Corporate Social Initiatives
 Pemasaran sosial perusahaan
 penyebab pemasaran
 Penyebab pemasaran yang terkait
 filantropi perusahaan
 Keterlibatan masyarakat perusahaan
 Praktek bisnis yang bertanggung jawab sosial

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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

 Mengembangkan strategi pemasaran dan


rencana pemasaran
 Menangkap pemahaman pemasaran
 Hubungkan dengan pelanggan
 Membangun merek yang kuat
 Membentuk penawaran pasar
 Menyampaikan nilai
 Mengkomunikasikan nilai
 Menciptakan pertumbuhan jangka panjang
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For Review

 Mengapa pemasaran penting?


 Apa ruang lingkup pemasaran?
 Apa adalah beberapa konsep pemasaran
mendasar?
 Bagaimana manajemen pemasaran berubah?
 Apa tugas yang diperlukan untuk manajemen
pemasaran yang sukses?

Copyright © 2012 Pearson Education 1-29