defining marketing for the 21 century - … and science of choosing target markets and getting,...

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Defining Marketingfor the 21st Century

Marketing Management, 13th ed

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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall1-2

Chapter Questions• Why is marketing important?• What is the scope of marketing?• What are some fundamental marketing

concepts?• How has marketing management

changed?• What are the tasks necessary for

successful marketing management?


Pemasaran Yang Benar BukanlahKecelakaan

Starbucks plans toensure its marketingsuccesses incountries around theworld.

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What is Marketing?

Marketing is an organizational functionand a set of processes for creating,

communicating, and delivering valueto customers and for managing

customer relationshipsin ways that benefit the

organization and its stakeholders.


What is Marketing Management?

Marketing management is theart and science

of choosing target marketsand getting, keeping, and growing

customers throughcreating, delivering, and communicating

superior customer value.


Selling is only the tip of the iceberg

“There will always be a need forsome selling. But the aim of marketingis to make selling superfluous. The aimof marketing is to know and understandthe customer so well that the product orservice fits him and sells itself. Ideally,marketing should result in a customerwho is ready to buy. All that should be

needed is to make the product orservice available.”

Peter Drucker

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What is Marketed?

Goods (barang)Goods (barang)

Services (Jasa)Services (Jasa)

Events & ExperiencesEvents & Experiences

PersonsPersons

Places & PropertiesPlaces & Properties

OrganizationsOrganizations

InformationInformation

IdeasIdeas


Successful New Product LaunchesRequire Careful Planning


Marketing Can Promote Ideas

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Figure 1.1 Structure of Flows in a ModernExchange Economy


Figure 1.2 A Simple Marketing System


Demand States

Nonexistent Latent

Declining Irregular

Full UnwholesomeOverfull

Negative

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Key Customer MarketsConsumer Markets

Business Markets

Global Markets

Nonprofit/ Government Markets


Edmunds.com:A Metamediary Website


Functions of CMOs

• Strengthening the brands• Measuring marketing effectiveness• Driving new product development

based on customer needs• Gathering meaningful customer insights• Utilizing new marketing technology

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Figure 1.3 Improving CMO Success

• Make the mission and responsibilities clear• Fit the role to the marketing culture and

structure• Ensure the CMO is compatible with the CEO• Remember that show people don’t succeed• Match the personality with the CMO type• Make line managers marketing heroes• Infiltrate the line organization• Require right-brain and left-brain skills


Core Marketing Concepts

• Needs, wants, anddemands

• Target markets,positioning,segmentation

• Offerings andbrands

• Value andsatisfaction

• Marketing channels• Supply chain• Competition• Marketing

environment


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 isn’t what it used to be…

Information technologyInformation technology

GlobalizationGlobalization

DeregulationDeregulation

PrivatizationPrivatization

CompetitionCompetition

ConvergenceConvergence

Consumer resistanceConsumer resistance

Retail transformationRetail transformation


New Consumer Capabilities

• A substantial increase in buying power• A greater variety of available goods and

services• A great amount of information about

practically anything• Greater ease in interacting and placing and

receiving orders• An ability to compare notes on products and

services• An amplified voice to influence public opinion


Company Orientations

Production

Selling Marketing

Product

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Figure 1.4 Holistic Marketing Dimensions


RBC emphasizes arelationship marketing approach


Figure 1.5 The Four P’s

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Carnival usesonline marketing activities


Internal Marketing

Internal marketing is the task ofhiring, training, and motivating able

employees who want to servecustomers well.


Performance Marketing

• FinancialAccountability

• SocialResponsibilityMarketing

Social Initiatives• Corporate social

marketing• Cause marketing• Corporate philanthropy• Corporate community

involvement• Socially responsible

business practices

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Marketing Management Tasks

• 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


Marketing Debate:Take a Position!

Does marketing shape consumer needs?orDoes marketing merely reflect the needsand wants of consumers?


Marketing Discussion

Consider the societal forces noted inthe chapter (e.g., informationtechnology, globalization, deregulation,consumer resistance, retailtransformation).

How have marketing practices shiftedto accommodate and even leveragethese forces?

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Latihan I1. Tuliskan 4 pragarap yang

menceritakan bagaimana keberhasilanSturbuck memasakan kopi.

2. MEA (Masyarakat Ekonomi Asean)Tahun 2015 akan berlangsung,jelaskan tantangan

3. Jawaban diunggah ke blog.4. Soal dibundel, di map bersamaan

dengan ppt kuliah.

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