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
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23
4
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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