Universitas Bakrie

Fakultas Ekonomi dan Ilmu Sosisal

2011
Week-1: 29-09-2011 Kontrak Perkuliahan dan Overview Defining Marketing for the 21st Century

Muchsin S. Shahab, MBA, Ph.D.

Kontrak Perkuliahan
Penjelasan Secara Umum mengenai Mata Kuliah Pengorganisasian materi setiap kali pertemuan Metode Pembelajaran (Medium of Language) Penjelasan Mengenai tugas, kuis dan studi kasus Penjelasan Mengenai kehadiran dan penilaian
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Chapter Questions
What is marketing? Why is marketing important? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management?
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Introduction
What do you understand about marketing?

Why is marketing important? CMO ------Functions? Needscapabilities (Customer and

Company)
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MarketingWhats It All About? More than Selling or Advertising

All Those More than Selling and Advertising Bicycles!

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What is Marketed?
Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas
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Demand States
Negative Nonexistent Latent

Declining

Irregular

Full

Overfull

Unwholesome

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Key Customer Markets

Consumer Markets Global Markets

Business Markets

Nonprofit/ Government Markets

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Company Orientations

Production

Product

Selling

Marketing

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Holistic Marketing Dimensions

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The Four Ps

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Marketing Mix and the Customer

Four Ps Product Price Place Promotion Four Cs Customer solution Customer cost Convenience Communication

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So, Good Marketing is No Accident

Starbucks plans to ensure its marketing successes in countries around the world.

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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.

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The Marketing Concept and Customer Value

Take Customers Point of View Customer May Not Dwell On Value

Costs

Benefits

Where Does Competition Fit? Customer Value Builds Relationships

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Checking your knowledge

A computer manufacturer is attempting to increase the customer value associated with purchases of its products. Which of the following might be a way to achieve this increase in value? A. Reduce price. B. Increase technical support for customers. C. Increase warranty coverage. D. Offer free shipping. E. Any of the above, depending on the needs of the target market.

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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.

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Core Marketing Concepts

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

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I want it, I need it

Five Types of Needs
Stated needs Real needs Unstated needs Delight needs Secret needs

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The marketplace isnt what it used to be

Information technology Globalization Deregulation Privatization Competition Convergence Consumer resistance Retail transformation
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Shifts in Marketing Management

From marketing does the marketing to everyone does the marketing. From organization by products units to organizing by customer segments. From making everything to buying more goods and services from outside. From using many suppliers to working with fewer suppliers in a partnership. From relying on old market positions to uncovering new ones.

From emphasizing tangible assets to emphasizing intangible assets. From building brands through advertising to building brands through performance and integrated communications.
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From

attracting customers through stores and salespeople to making products available online.

From selling to everyone to trying to be the best firm serving a well-defined target market.

From From From

focusing on profitable transactions to focusing on customer lifetime value. a focus on gaining market share to a focus on building customer share. being local to being glocalboth global and local.
From

focusing on the financial scorecard to focusing on the marketing scorecard.

From

focusing on shareholders to focusing on stakeholders.

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Marketing Management Tasks

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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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Marketing Discussion
Consider the societal forces noted in the chapter (e.g., information technology, globalization, deregulation, consumer resistance, retail transformation). How have marketing practices shifted to accommodate and even leverage these forces?
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