MARKETING MANAGEMENT

Dr. Pramono Hariadi, MS

“Marketing adalah proses manajerial dan sosial dengan cara ini individu dan kelompok menemukan apa yang mereka butuhkan (need) dan inginkan (want) melalui penciptaan, penawaran dan pertukaran nilai barang dan jasa dengan pihak lain”.

Pemasaran

Kebutuhan, Keinginan, Permintaan

Produk

Nilai biaya Kepuasan

Pertukaran, Transaksi, hubungan

Pasar

PENJUALAN

MARKETTING

PROSES PEMASARAN

Kata kunciKebutuhan (needs) dan Keinginan

(wants) pelanggan Permintaan dan pasarPilihan, dalam upaya

memaksimalkan nilai atau kegunaan

The Core Concepts of Marketing

Needs

Wants

Demands

Products

Value

Cost

Satisfaction

Exchanges

Transactions

Relationships

MarketsMarketing

Marketers

1

23

4

56

Marketing Management

Post-PurchaseEvaluation

PurchaseDecision

Evaluationof

Alternatives

Inform ationSeeking

ProblemRecognition

Marketing Factors

Product

Price

Place

Promotion

Purchase Process Personal & Environmental

Factors

Psychological

CulturalSocial

Personal

SCOPE MARKETING

Marketers terkait dengan 10 hal:

1. Physical Goods2. Services3. Experiences4. Events

5. Persons6. Places7. Properties8. Organizations9. Information10. Ideas

A SIMPLE MARKETING SYSTEM

INDUSTRY(A collectionof sellers)

MARKET(A collectionof buyers)

COMMUNICATION

INFORMATION

GOODS & SERVICES

MONEY

STRUKTUR PRTUKARAN PADA EKONOMI MODERNS

ResourceMarkets

ConsumerMarkets

IntermediaryMarkets

ManufacturerMarkets

GovernmentMarkets

Money

Resources

Money

Resources

Money Money

Goods & Services Goods & Services

Taxes &Goods

Services& Money

S&m

Taxes &Goods

Services

Taxes

S&m T&g

KONSEP-KONSEP PEMASARAN

Ada lima jenis konsep marketing:

The PRODUCTION CONCEPT : konsumen lebih menyukai produk yang tersedia secara luas di pasar dan murah.

The PRODUCT CONCEPT: konsumen menyukai suatu produk yang memiliki kelebihan kualitas, penampilan atau fitur yang inovatif .

The SELLING CONCEPT : konsumen tidak akan membeli produk perusahaan cukup banyak, oleh karena itu perusahaan harus melakukan upaya penjualan dan promosi.

The MARKETING CONCEPT : kunci pencapaian tujuan perusahaan adalah dalam penciptaan, penghantaran dan komunikasi nilai pelanggan yang lebih efektif terhadap sasaran pasar yang telah ditetapkan.

The SOCIETAL MARKETING : tugas organisasi (perusahaan) adalah untuk menetapkan kebutuhan, keinginan dan ketertarikan konsumen yang menjadi sasaran pasar serta menghantarkan kepuasan yang dibutuhkan yang lebih efektif dari pesaing.

CUSTOMER RELATIONSHIPS

CREATING CUSTOMER VALUE AND SATISFACTION

Total customer value: the bundle of benefits customers expect from a given product or service.

Total customer cost: the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the product or service.

Customer delivered value: the difference between total customer value and total customer cost.

(continued)

CREATING CUSTOMER VALUE AND SATISFACTION

Example of Customer Delivered Value: a) Buyers perception of offer’s worth = Rp.200,000,-b) Company’s cost of manufacture = Rp.140,000,-c) Company’s price = Rp.160,000,-

1. Customer Delivered Value: = Rp.40,000,-2. Customer Delivered Value: = 1.25 (as a ratio)

(continued)

CREATING CUSTOMER VALUE AND SATISFACTION

Customer Satisfaction: Whether a customer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectations. We may define it as:“Customer satisfaction or dissatisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to the person’s expectations”.

THE NATURE OF HIGH PERFORMANCE BUSINESSES

STAKEHOLDERS

PROCESSES

RESOURCES ORGANIZATION

Set strategiesto satisfy keystakeholders …

… by improvingcritical businessprocesses …

… and aligningresources andorganization.

MARKET-ORIENTED STRATEGIC PLANNING

Ref: Chapter 4 of Core Text

STRATEGIC PLANNING:THE FOUR LEVELS

Most large companies consist of four organizational levels:

The Corporate level The Division level The Business Unit level The Product level

THE STRATEGIC PLANNING, IMPLEMENTATION & CONTROL PROCESSES

PLANNING IMPLEMENTING CONTROLLING

CorporatePlanning

DivisionPlanning

BusinessPlanning

ProductPlanning

Organizing

Implementing

MeasuringResults

DiagnosingResults

TakingCorrectiveAction

DEFINING THE CORPORATE MISSION

Peter Drucker’s Classic Questions:

1. What is our business?2. Who is the customer?3. What is value to the customer?4. What will our business be?5. What should our business be?

Ref: Chapter 4 of core Text

GOOD MISSION STATEMENTS

Good mission statements have three major characteristics:1. They focus on limited number of goals.2.They stress the major policies and values the company wants to honor.3. They define the major competitive scopes within which the company will operate.

Ref: Chapter 4 of Core Text

COMPETITIVE SCOPES OF A COMPANY

Industry scopeProducts and applications scopeCompetence scopeMarket segment scopeVertical scopeGeographical scope

Ref: Chapter 4 of Core Text

ESTABLISHING STRATEGIC BUSINESS UNITS

Large companies normally manage different businesses, each requiring its own strategy. These are termed as Strategic Business Units (SBUs). An SBU has three characteristics:

It is a single business or a collection of related businesses that can be planned separately from the rest of the company.

It has its own set of competitors. It has a manager who is responsible for strategic

planning and profit performance and who controls most of the factors affecting profit.

Ref: Chapter 4 of Core Text

ASSIGNING RESOURCES TO SBUs(THE BCG GROWTH-SHARE MATRIX)

The Boston Consulting Group (BCG), a leading management consulting firm, popularized the growth-share matrix. It is divided into four cells, each indicating a different type of business. The market-growth rate on the vertical axis indicates the annual growth rate of the market in which the business operates. The relative market share, measured on the horizontal axis, refers to the SBUs market share relative to that of the largest competitor in the segment.

Ref: Chapter 4 of Core Text

THE BCG GROWTH-SHARE MATRIX

10%

0%

20%

1x10x 0.1x

STARS QUESTION MARKS

CASH COWS

DOGS

RELATIVE MKT SHARE

MKTGROWTH

Market Segmentation Segmentation is dividing the market into groups

whose members have similar characteristics. Levels of segmentation:

– Mass marketing – sell the same product to as many perole as possible

– Niche Marketing – finding small/profitable market segments and designing for them

– One-to-One Marketing – unique mix of goods and services for each customer

Best segmentation is to use many bases to come up with a target market that is sizeable, reachable and profitable.

Market Segmentation: Target Marketing

Target market:– any group of potential customers who have similar

wants and needs and can be expected to show interest in the same products

– Focus on: Geographic region Customer demographics Customer psychographics Product-use variables

DEFINISI

“Marketing adalah penciptaan dan penyampaian standar hidup yang lebih tinggi”.

THE BCG MARIX (CONTD) QUESTION MARKS: New businesses of the

company in high growth-rate markets.

STARS: Successful Question-mark businesses become stars that gain market share and generate profits for the company.

CASH COWS: When market-growth rate slows down as competitors enter the segment, businesses that remain successful become Cash Cows. They fund Stars and new Question-mark businesses.

DOGS: These are businesses in decline and the company has the option to “harvest” or “divest”.

THE MARKETING PROCESSThe Marketing Process consists of: Analyzing Marketing Opportunities Researching and Selecting Target Markets Designing Marketing Opportunities Planning Marketing Programs Organizing, Implementing, and

Controlling the Marketing Effort

Ref: Chapter 4 of Core Text

MARKETING ENVIRONMENT & SYSTEM

Ref: Chapter 6 of Core Text

MARKETING ENVIRONMENT FACTORS

Demographic EnvironmentEconomic EnvironmentNatural EnvironmentTechnological EnvironmentPolitical-legal EnvironmentSocial-cultural Environment

DEMOGRAPHIC ENVIRONMENT

Worldwide Population Growth Population Age Mix Ethnic Markets Educational Groups Household Patterns Geographical Shifts in Population Shift from Mass to Micromarkets

Ref: Chapter 6 of Core Text

ECONOMIC ENVIRONMENT

Income Distribution Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, and Credit Availability

Ref: Chapter 6 of Core Text

NATURAL ENVIRONMENT Shortage of Raw Materials

Increased Energy Costs

Increased Pollution Levels

Changing Role of Governments

Ref: Chapter 6 of Core Text

TECHNOLOGICAL ENVIRONMENT

Accelerating Pace of Technological Change

Unlimited Opportunities for Innovation Varying R&D Budgets Increased Regulation of Technological

Change

Ref: Chapter 6 of Core Text

POLITICO-LEGAL ENVIRONMENT

Legislation Regulating Business:

Growth of Special Interest Groups

Ref: Chapter 6 of Core Text

SOCIO-CULTURAL ENVIRONMENT

Persistence of Core Cultural Values:Core beliefsSecondary beliefs

Existence of Subcultures

Shifts of Secondary Cultural Values Through Time

Ref: Chapter 6 of Core Text

ANALYZING CONSUMER BEHAVIOR

Ref: Chapter 7 of Core Text

ANALYZING CONSUMER BEHAVIOR

FACTORS INFLUENCING CONSUMER BEHAVIOR

BUYING ROLES

TYPES OF BUYING BEHAVIOR

THE BUYING DECISION PROCESS

Ref: Chapter 7 of Core Text

FACTORS INFLUENCING CONSUMER BEHAVIOR

CULTURAL FACTORS: Culture Sub-culture Social ClassSOCIAL FACTORS: Reference groups Family Roles & statuses

Ref: Chapter 7 of Core Text

FACTORS INFLUENCING CONSUMER BEHAVIOR(2)

PERSONAL FACTORS Age and Life-Cycle Stage Occupation Economic Circumstances Lifestyle Personality & Self-concept

Ref: Chapter 7 of Core Text

FACTORS INFLUENCING CONSUMER BEHAVIOR (3)PSYCHOLOGICAL FACTORS

Motivation Learning Perception Beliefs & Attitudes

Ref: Chapter 7 of Core Text

BUYING ROLES

INITIATOR: The first person to suggest the idea of buying.

INFLUENCER: A person whose views impact the buying decision.

DECIDER: The person who decides on what, when & where to buy the product or service.

BUYER: The actual purchaser. USER: The person who uses/consumes the

product or service.

Ref: Chapter 7 of Core Text

TYPES OF BUYING BEHAVIORDEGREE OF INVOLVEMENT

LOWHIGH

DEGREE OFDIFFERENCESIN BRANDS

HIGH

LOW

COMPLEXBUYINGBEHAVIOR

DISSONANCE-REDUCINGBUYINGBEHAVIOR

VARIETY-SEEKINGBUYINGBEHAVIOR

HABITUALBUYINGBEHAVIOR

TYPES OF BUYING BEHAVIOR

COMPLEX BUYING BEHAVIOR: High involvement, very expensive, infrequently purchased,very risky, self-expressive products (designer jewelry, custom-designed sports cars, housing).

DISSONANCE REDUCING BUYING BEHAVIOR: High involvement, expensive, infrequently purchased, self-expressive products (furniture, white goods, PCs).

Ref: Chapter 7 of Core Text

TYPES OF BUYING BEHAVIOR (CONTD)

VARIETY SEEKING BUYING BEHAVIOR: Low involvement, frequently purchased, inexpensive products (pastries, biscuits, snacks).

HABITUAL BUYING BEHAVIOR: Low involvement, frequently purchased, inexpensive products (sugar, salt, flour, commodities).

Ref: Chapter 7 of Core Text

THE BUYING DECISION PROCESS

Problem/need Recognition

Information Search

Evaluation Of Alternatives

Purchase Decision

Postpurchase BehaviorRef: Chapter 7 of Core Text

PROBLEM/NEED RECOGNITION

From Internal Stimuli: Hunger Thirst Fear

From External Stimuli: Neighbor’s Purchases Advertisements Window Shopping Newspapers & Magazines

Ref: Chapter 7 of Core Text

INFORMATION SEARCH

From Personal Sources:

Family Friends Neighbors Acquaintances

From Commercial Sources:

Advertisements Dealers Salespersons Packaging Displays

Ref: Chapter 7 of Core Text

INFORMATION SEARCH (CONTD)

From Commercial Sources:AdvertisementsDealersSalespersonsPackagingDisplays

Ref: Chapter 7 of Core Text

INFORMATION SEARCH (CONTD)

From Public Sources: Mass Media Chambers of Commerce Consumer Rating Magazines

From Experiential Sources: Handling the Product Examining the Product Using the Product

Ref: Chapter 7 of Core Text

EVALUATION OF ALTERNATIVESSuccessive Sets in Consumer

Decision-Making: Total Set Awareness Set Consideration Set Choice Set Buying Decision

(continued)Ref: Chapter 7 of Core Text

EVALUATION OF ALTERNATIVES

TOTAL SET

AWARENESSSET

CONSIDERATIONSET

CHOICESET

BUYINGDECISION

Ref: Chapter 7 of Core Text

PURCHASE DECISION

Interfering Factors: Attitudes of Others: Opposing and intense

opinions of family members, close friends and acquaintances

Unanticipated situational factors: Changes in income, job transfer, loss of employment, change of priority e.g. sudden payment of educational fees etc.

Ref: Chapter 7 of Core Text

POSTPURCHASE BEHAVIORPost purchase Satisfaction: Keep the Product Store the Product Convert to a Second UsePost purchase Dissatisfaction: Try to return the product/take legal

recourse Rent it Get rid of it/Throw it

Ref: Chapter 7 of Core Text

BUSINESS MARKETS VERSUS CONSUMER MARKETS

Business Markets: Fewer Buyers Larger Buyers Close Supplier-

Customer Relationship

Geographically Concentrated Buyers

Inelastic Demand

Derived Demand Professional

Purchasing Multiple Buying

Influences Direct Purchasing Reciprocity Leasing

Ref: Chapter 8 of Core Text

MARKET SEGMENTATION

Ref: Chapter 10 of Core Text

MARKET SEGMENTATION: VARIABLES

Geographic Segmentation

Demographic Segmentation

Psychographic Segmentation

Behavioral Segmentation

Ref: Chapter 10 of Core Text

SEGMENTATION VARIABLES (CONTD)

Geographic Segmentation: By Nations By Regions By States By Cities By Localities

Ref: Chapter 10 of Core Text

SEGMENTATION VARIABLES (CONTD)

Demographic Segmentation: By Age By Gender By Income By Education Level By Religion/Race By Nationality

Ref: Chapter 10 of Core Text

SEGMENTATION VARIABLES (CONTD)

Psychographic Segmentation:

By Personality

By Lifestyle

By Social Class

Ref: Chapter 10 of Core Text

SEGMENTATION VARIABLES (CONTD)

Behavioral Segmentation:

By Usage Pattern By Occasion By Loyalty Factor By Attitude Towards The Product

Ref: Chapter 10 of Core Text

THANK YOU ALL FOR YOUR PARTICIPATION IN

THIS PROGRAMME