AGI GINANJAR

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Old Sense:

“Marketing only as selling and advertising.”

New Sense:

“Satisfying customer needs”

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“A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” (Kotler, 1996)

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Companies Customers Exchange

Transactions Value Needs

Products: Satisfaction Market Demand &

Quality Wants

Relationship

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GAPS

Spatial

Time

Informational

Ownership

Value

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PRODUCERS

CUSTOMERS

Marketing is the exchange, which take places between consuming groups and supplying groups (Alderson, 1957)

Marketing …is the discipline of exchange behavior, and it deals with problems related to this behavior (Bagozzi, 1975)

Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other (Kotler, 1984)

Marketing is the process planning and executing the conception, pricing, promotion and distribution of ideas, goods, and service to create exchange that satisfy individual and organizational objectives (Marketing News, 1985)

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Paling sedikit terdapat 2 kelompok (parties)

Setiap party menawarkan sesuatu yang bernilai kepada kelompok lainnya

Setiap party mampu berkomunikasi dan mendeliverikan

Setiap party bebas untuk menerima dan menolak tawaran

Kondisi setiap party menjadi lebih baik dibanding kondisi sebelum terjadinya pertukaran

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Definition:◦ The analysis, planning, implementation, and control of

programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

Customer and Demand Management:◦ Increasing demand◦ Reducing demand (demarketing)

Building Profitable Customer Relationship◦ Retain current customers◦ Build lasting customer relationships

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KONSEPKONSEP FOKUSFOKUS

1. 1. ProduksiProduksi

((productionproduction))Produksi dan distribusiProduksi dan distribusi

2. 2. ProdukProduk ( (productproduct)) Kualitas produkKualitas produk

3. 3. PenjualanPenjualan ( (sellingselling)) Produk yang adaProduk yang ada

4. 4. MarketingMarketing Kebutuhan & kepuasan Kebutuhan & kepuasan pelangganpelanggan

5. 5. Societal MarketingSocietal Marketing Pelanggan dan Pelanggan dan masyarakatmasyarakat

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Marketing management’s crucial task is to create profitable relationships with customers

CRM is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction

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Relationship building blocks: customer value and satisfaction◦ Customer value,

A customer buys from the firm that offers the highest customer perceived value—the customer’s evaluation of the difference between all the benefits and all the costs of marketing offer relative to those of competing offers.

Example: Toyota versus Honda◦ Customer satisfaction

The extent to which a product’s perceived performance matches a buyer’s expectations

Customer loyalty and retention Growing “share of customer”

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Customer equity◦ The more loyal the firm’s customer, the

higher the firm’s customer equity Customer relationship levels and tools

◦ Example: Procter & Gamble (not phone all) versus P&G

◦ Example: frequency marketing program, Garuda versus SIA

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Demographic-economic

environment

Publics

Competitors

Suppliers

MarketingChannels Technological-

natural environment

Political-legal

environment

Social-cultural

environment

Mar

ketin

g

anal

ysis

Mar

ketin

g

impl

emen

tatio

n

Product

Marketing control

Marketing

planning

Promotion

PricePlaceTarget

customer

Source: Principles of Marketing, 7th ed, by Philip Kotler & Gary Amstrong

1. Analyzing marketing opportunities Macro environment; Micro

environment; Consumer buyer behavior

2. Selecting target markets Demand measurement and

forecasting; Market segmentation; Market targeting; Market Positioning

3. Developing marketing mix Product; Price; Promotion; Place

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