Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:

(1)

(2)

Objectives



Course Organization



Tasks of Marketing



Major Concepts & Tools of Marketing



Marketplace Orientations



Marketing’s Responses to New

(3)

Course/Text Organization



Part I - Understanding Marketing

Management



Part II - Analyzing Marketing

Opportunities



Part III - Developing Marketing

Strategies



Part IV - Shaping the Market Offering



Part V - Managing & Delivering

Marketing Programs

(4)

Defining Marketing

Marketing is a societal process by

which individuals and groups obtain

what they need and want through

creating, offering, and freely

exchanging products and services of

(5)

Core Concepts of Marketing

Product or Offering Product or Offering

Value and Satisfaction Value and Satisfaction Needs, Wants, and Demands Needs, Wants, and Demands

Exchange and Transactions Exchange and Transactions

Relationships and Networks Relationships and Networks Target Markets & Segmentation

Target Markets & Segmentation

Marketing Channels Marketing Channels

Supply Chain Supply Chain

Competition Competition

(6)

Simple Marketing System

Industry (a collection

of sellers)

Market

(a collection of Buyers) Goods/services

Money

Communication

(7)

Manufacturer

markets

Services, Services, money money

Government

markets

Services, Services, money money Services Services Services, Services, money money Taxes Taxes Taxes, Taxes, goods goods Taxes, Taxes, goods goods Taxes, Taxes, goods goods Money

Money MoneyMoney

Consumer

markets

Intermediary

markets

Goods, services

Goods, services _{Goods, services}_{Goods, services} Resources

Resources ResourcesResources

Resource

markets

Money

Money MoneyMoney

Structure of Flows

(8)

The Four Ps

Marketing Mix

Product

Price Promotion

Place

The Four Cs

Customer Solution

Customer Cost

Communication

(9)

Production Concept

Product Concept

Selling Concept

Marketing Concept

Consumers prefer products that are widely available and inexpensive

Consumers favor products that offer the most quality, performance,

or innovative features

Consumers will buy products only if the company aggressively

promotes/sells these products

Focuses on needs/ wants of target markets & delivering value

better than competitors

Company Orientations

Towards the Marketplace

(10)

Market Integratedmarketing Profits throughcustomer satisfaction Customer

needs

(b) The marketing concept

Factory productsExisting Selling andpromotion Profits throughsales volume

Starting

point

Focus

Means

Ends

(a) The selling concept

Customer Delivered Value

(11)

Customers

Front-line people Middle Management

Top

Management

Traditional Organization Chart

(12)

Customer-Oriented

Organization Chart

Customer-Oriented

Organization Chart

Customers

Front-line people

Middle management

Top

manage-ment

Cu

sto_m

(13)

Evolving Views of Marketing’s

Role

Evolving Views of Marketing’s

Role

a. Marketing as an

equal function

Finance

Production

Marketing

resources

Human

b. Marketing as a more

important function

Finance

Human

resources

Marketing

(14)

Role

c. Marketing as the

major function

Marketing

Fi

na

nc

e

H

um

an

re

so

ur

ce

s

Production

(15)

Role

e. The customer as the controlling

function and marketing as the

integrative function

Customer

Marketing

Production

H

um

an

re

so

ur

ce

s

Fi

na

(16)

Review



Course Organization



Tasks of Marketing



Major Concepts & Tools of Marketing



Marketplace Orientations



Marketing’s Responses to New