mm kotler minggu 1 - 3 slide per halaman

28/02/2015

1

1

Defining Marketing

for the 21st Century

1

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?

Copyright 2012 Pearson Education 1-2

THE MARKET REVOLUTION:

CRASH COURSE US HISTORY #12

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3

28/02/2015

2

AMAs Official Definition of Marketing and How It Has Changed Over Time

AMERICAN MARKETING ASSOCIATIONS DEFINITION

FOCUS OF DEFINITION

Marketing is the performance of business

activities that direct the flow of goods, and services from producers to consumers.

AMA 1935

1. The managerial function of

coordinating demand and supply

2. Production of goods and services

3. Marketing is a business activity

Marketing is the process of planning and

executing the conception, pricing, promotion, and distribution of ideas, goods,

and services to create exchanges that satisfy individual and organizational

objectives. AMA 1985

1. Marketing as a managerial function

2. Purpose of marketing is objective satisfying exchanges

3. Marketing is both an individual and organizational function

Marketing is an organizational function and

a set of processes for creating, communicating and delivering value to

customers and for managing customer relationship in ways that benefit the

organization and its stakeholders (2004)

1. Marketing is once again an

organizational function, not an individual function

2. Marketings purpose is to create value

3. The importance of managing

relationships with all stakeholders

Marketing is the activity, set of institutions,

and processes for creating, communicating, delivering, and exchanging offerings that

have value for customers, clients, partners, and society at large. (Approved July 2013)

1. The activity, set of institutions, and

process

2. Marketings purpose is to create value

3. Not only organizational function but it is themselves involved institutions

THE HISTORY OF

ADVERTISING IN 60 SECONDS

History of Marketing

Production era - 1850s - 1920s

production creates its own demand -Pillsbury

major concern of business was production

good products sell themselves

28/02/2015

3


Sales Era - 1920s - 1960s

Firms could produce more than their

customers could buy

Competition became significant

We must hire salespeople to sell it just as we hire accountants to keep our books


Marketing Concept Era - 1960s - 1990s

We are in the business of satisfying needs and wants of the consumer Pillsbury

Satisfy the needs of consumers - product

lines expand

Achieve the organizations goals (more

sales) and a happy (faithful) consumer


Market Orientation Era - 1980s

Total quality management

Continuously collect information on

customers needs and competitors

capabilities

Share the information across departments

Use the information to create customer

value (promote customer retention)

28/02/2015

4

The Three Stages of a New Marketing Paradigm

from Marketing Moves, Philip Kotler, Dipak C. Jain, Suvit Maesincee

NameStarting

PointFocus Means Ends

Selling concept

Factory ProductsSelling and

promoting

Profits through

sales volume

Marketing concept

Customers varying needs

Appropriate

offerings and marketing

mixes

Market

segmentation, targeting, and

positioning

Profits through

customer satisfaction

Holistic marketing

concept

Individual

customer requirements

Customer

value, companys core competencies, and

collaborative network

Database

management and value chain

integration linking

collaborators

Profitable

growth through capturing

customer share, customer

loyalty, and customer

lifetime value

What is Marketing?

Kotlers Social Definition:

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 value

with others

Marketing is NOT synonymous with sales or advertising

What is Marketing?

The American Marketing Association:

Marketing is the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients, partners, and

society at large

Kotlers Social Definition:

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 value with others

Marketing is NOT synonymous with sales or advertising

28/02/2015

5

What is Marketing Management?

Kotler and Keller:

Marketing management is the art and science of choosing target markets and

getting, keeping, and growing customers through creating, delivering, and

communicating superior customer value

What is Marketed?


Goods

Services

Events

Experiences

Persons

What is Marketed?


Places

Properties

Organizations

Information

Ideas

28/02/2015

6


Demand States

Negative

Nonexistent

Latent

Declining

Irregular

Unwholesome

Full

Overfull

Figure 1.1 Structure of Flows in

Modern Exchange Economy


Figure 1.2

A Simple Marketing System


28/02/2015

7


Key Customer Markets

Consumer markets

Business markets

Global markets

Nonprofit/Government markets

Core Concepts

Needs, wants, and

demands

Target markets,

positioning,

segmentation

Offerings and

brands

Value and

satisfaction

Marketing channels

Supply chain

Competition

Marketing

environment

Marketing planning


Types of Needs


Stated

Real

Unstated

Delight

Secret

28/02/2015

8

Target Markets,

Positioning & Segmentation


Offerings and Brands


Value and Satisfaction


28/02/2015

9

Marketing Channels


Communication

Distribution

Service

Marketing Environment


Demographic Economic

Socio-cultural

NaturalTechnological

Political-legal

Major Societal Forces

Network information

technology

Globalization

Deregulation

Privatization

Heightened competition

Industry convergence

Retail transformation

Disintermediation

Consumer buying power

Consumer participation

Consumer resistance


28/02/2015

10

Company Orientations


Production

Product

Selling

Marketing

Holistic Marketing


Relationship Marketing


Customers

Employees

Marketing Partners

Financial Community

28/02/2015

11

Integrated Marketing


Internal Marketing

Internal marketing is the task of

hiring, training, and motivating able employees

who want to serve customers well.


Performance Marketing


Financial

Accountability

Social Responsibility

Marketing

28/02/2015

12

Types of

Corporate Social Initiatives

Corporate social marketing

Cause marketing

Cause-related marketing

Corporate philanthropy

Corporate community involvement

Socially responsible business practices


The Marketing Mix


Marketing-Mix Strategy

CompanyProducts

ServicesPrices

Offering mix

Advertising

Sales

promotion

Events and

experience

Public

relations

Direct

marketing

Personal

selling

Distribution

channels

Target

customers

Communication mix

28/02/2015

13

The New Four Ps


Processes

People

Programs

Performance

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


For Review

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?


mm kotler minggu 1 - 3 slide per halaman

Documents