power of marketing mb ipb
TRANSCRIPT
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Selasa, 5 Agustus 2008 Disiapkan oleh :Nelly Nailatie Ma’arif
THE POWER OF MARKETING
Presentasi pada KULIAH UMUM
MB PROGRAM
INSTITUT PERTANIAN BOGOR
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Nelly N.Ma’arif Career Development
Senior Researcher / Lecturer HOS Marketing- BINUS Business Owner / Exportir Marketing Director- THAMES PAM JAUA VP Marketing - METROSEL AVP Marketing Regional Sales Manager Sasles Manager for Industrial Products Group Product Manager
Marketing Executive – NESTLE MALAYSIA Head of Department - NESTLE INDONESIA
Marketing Serrice Manager Brand Manager Ass. Brand Manager
Marketing Trainee – UNILEVER INDONESIA - 1977
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CHAPTER 1 : :HISTORY OF MARKETING
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Netherland ( 1612 )
VOC(Verenigde Oost-Indische Compagnie: 1602 )
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Japan ( 1650 )Mitsui (1650 )Mitsui (1650 )
Toyota ( 1937 )
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u.s.a. ( 1809 )
•1809 : Cyrus H.McCormick, launched International Harvester •1905 : W.E. Kreusi from the University of Pennsylvania came out with a concept known as “ The Marketing Products “.
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Switzerland ( 1866 )
Nestle ( 1866 )
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england (1890)
feel good, look good and get more out of life
1890s, William Hesketh Lever
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India ( 1888 )
Hindustan Lever Limited ( 1888 )
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singapore/ malaysia(1890)
Unilever Unilever
( 1890s )( 1890s )
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Indonesia (1933 )
Matshushita Gobel Matshushita Gobel ( 1954 )( 1954 )
Unilever ( 1933 )
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Korea ( 1938s )
Samsung ( 1938s )
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Vietnam ( 1988 )
Unilever ( 1988 )
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Pakistan ( 1988 )
Nestle ( 1988 )
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NON PROFIT SECTORS
Today, Marketing technique is widely used by ie.:•school •universities •hospital •museum •symphony orchestra•politicians
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CHAPTER 2 : DOMAIN OF MARKETING
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Marketing Theory
• Discovery period (1900 – 1910 )Discovery period (1900 – 1910 )
• Conceptualization (1910 –1920)Conceptualization (1910 –1920)
• Integration ( 1920 – 1930 )Integration ( 1920 – 1930 )
• Development ( 1930 – 1940)Development ( 1930 – 1940)
• Reappraisal ( 1940 – 1950 )Reappraisal ( 1940 – 1950 )
• Reconceptualization ( 1950 – Reconceptualization ( 1950 – 1960 )1960 )
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Bartels (1968) proposed that a general theory of Bartels (1968) proposed that a general theory of
1.1. Theory of social initiativeTheory of social initiative2.2. Theory of economics (market) Theory of economics (market)
separationsseparations3.3. Theory of market roles, expectations, Theory of market roles, expectations,
interactionsinteractions4.4. Theory of flows and systemsTheory of flows and systems5.5. Theory of behavior constraintsTheory of behavior constraints6.6. Theory of social change and marketing Theory of social change and marketing
evolutionevolution7.7. Theory of social control of marketingTheory of social control of marketing
(2) Source :Robert Bartels,” The General Theory of Marketing “, Journal of Marketing 32 (2) Source :Robert Bartels,” The General Theory of Marketing “, Journal of Marketing 32 (January 1968), pp 29-33.(January 1968), pp 29-33.
General Theory of Marketing
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From many disciplines such as : From many disciplines such as : mathematics, mathematics, economicseconomicspsychology psychology historyhistory sociologysociologylawlawpolitical science political science communications communications anthropology and anthropology and the creative-arts. the creative-arts.
MARKETING INSIGHTS
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• As an academic subject, As an academic subject, marketing focus on :marketing focus on :
» firms, firms, » market and market and » consumers.consumers.
• Exact sciences mostly deal with Exact sciences mostly deal with predictable formulae. predictable formulae.
• Marketing deals with human’s Marketing deals with human’s needs and wants.. needs and wants.. Human’s mood Human’s mood can change ………> a matter of a can change ………> a matter of a split second. split second.
After 100 years of birthday
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MARKETING CONTRIBUTION TO ECONOMICS
1. TEN CONTRIBUTIONS TO THE LARGER ECONOMIC SYSTEM
2. INSIGHTS ON MARKETING AND ECONOMIC DEVELOPMENT
Source : Marketing’s Relationship to Society by William L.WIlkie and Elizabeth S.Moore, (1999 )
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Contributions From Improvement In Marketing System Activities
Transportation Product DesignProduct Design Marketing Marketing ResearchResearch
Material Handling
Product ProgramProduct Program Packaging Packaging InnovationInnovation
Distribution Distribution Product Product ManagementManagement
Pricing ProgramPricing Program
AssemblyAssembly Market Market SegmentationSegmentation
Service MarketingService Marketing
RetailingRetailing Database Database MarketingMarketing
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CONTRIBUTIONS FROM IMPROVEMENT IN MARKETING SYSTEM ACTIVITIES
Transportation- e.g., Real-timeMonitoring
Material HandlingEg.. Containerization
DistributionEg. Order Processing
AssemblyEg.. Global Sourcing
Retailingeg.Checkout Scanners
-Product Designe.g. Match or better
Product ProgramEg.. Loyalty Clubs, Product Management, Brand Equity
Market SegmentationEg. Product / Service Customization
Database Marketingeg.Personalized Offering
Marketing ResearchEg. Expert System
Packaging InnovationsEg Environmental Impact
Pricing ProgramEg. Value / Bonus Packs
Services MarketingEg. Consumer Satisfaction
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CONTRIBUTION TO QUALITY OF LIFE
I. Illustrative Social/Psychological Benefits to Marketing Participants(Opportunities for)
II. Illustrative Social/ Psychological Benefits Created by Consumers Engaged with the System
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TOP 20 MAIN TASKS OF MARKETER
1 Maintaining Consumer Loyalty2 Formulating Strategic Business Direction3 Creating Demand4 Creating Competitive Advantage5 Achieving Target6 Managing Business Profitability7 Managing Research &
Development8 Developing Company’s Positive Image9 Sustainability Performance of the Company10 Managing Staffs
11 Know the Market Demand12 Quality of Product 13 Good Relation with Customers14 Negotiation with Government15 PricingBranding16 BrandingTeamwork17 Customer OrientedMarketing
Research18 Product & Distribution
problem19.Production20. Promotion24Market Research
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SKILLS REQUIRED TO BE SUCCESSFUL MARKETEER
1.Communication2.Having vision3.Analytical Ability4.Personnel Management5.Planning6.Control7.Coordination Function8.Networking9.Innovative10.Financial11.Knowing competitors
1.Creativity2.Product Knowledge3.Self confidence4.Ability to solve problem5.Convincing people6.Good working team7.Adaptation skills8.Consumer behavior9.Wide knowledge10.Leadership
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SOME INSIGHT ON CEO’ PERSONAL DATASOME INSIGHT ON CEO’ PERSONAL DATA
The result of the research also discloses some The result of the research also discloses some interesting personal data such as (6):interesting personal data such as (6):
Age : 41 – 45 years Age : 41 – 45 years
Working periodin : av. 21 to 25 Working periodin : av. 21 to 25 years of working experienceyears of working experience
Annual Av.spending : US$ Annual Av.spending : US$ 32.00032.000
Note: I US$ = RP. 9.345, - (June 2006)Note: I US$ = RP. 9.345, - (June 2006)
Source (3, 4, 5, 6 ) : Research among 300 professionals – of 210 Source (3, 4, 5, 6 ) : Research among 300 professionals – of 210 companies - in marketing areas including CEO, Marketing /Product / Brand companies - in marketing areas including CEO, Marketing /Product / Brand Management, Advertising / Promotion, and Sales, carried out by students Management, Advertising / Promotion, and Sales, carried out by students of BInus International, School of Marketing (batch 2009), May 2006, of BInus International, School of Marketing (batch 2009), May 2006, Jakarta, IndonesiaJakarta, Indonesia
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Position of Marketing within organization
R & D
P r o g r a m i n g
In fo r m a t i o n S y s t e m
A c c o u n t i n g
F i n a n c e
M a r k e t in g
S a le s
M a n u fa c t u r i n g / P ro d u c t i o n
H u m a n R e s o u r c e
O p e r t a t i o n
T e c h n i c a l
O t h e r s
0
2 0
4 0
6 0
8 0
1 0 0
1 2 0
R & D S a le s
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What is Marketing ?
• Creation of product / service / Creation of product / service / perception fot the target groupperception fot the target group
•,,, penciptaan produk, jasa, ,,, penciptaan produk, jasa, persepsi ….. Untuk sasaran persepsi ….. Untuk sasaran pengguna….!pengguna….!
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Mengapa Ilmu Pemasaran Penting ?
Bisnis Bisnis • memenangkan memenangkan
persaingan persaingan • laba besar !laba besar !
Individu Individu • PrestasiPrestasi• respekrespek• persepsi tertentupersepsi tertentu
Non Profit / Non Profit / Bukan BisnisBukan Bisnis
• berkembang berkembang • menjadi lebih kuatmenjadi lebih kuat• mendominasi mendominasi • menguasai menguasai
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Buku The Power of Marketing
• Alasan menulisAlasan menulis• Analisa pasar dan Analisa pasar dan
industriindustri• Apa judul bukuApa judul buku• Apa essensi – bab Apa essensi – bab
buku buku • Bahasa yang Bahasa yang
digunakan ?digunakan ?• Diberi gambar – Diberi gambar –
berwarna ?berwarna ?
• Design ?Design ?• Penerbit ?Penerbit ?• Reviewer ?Reviewer ?• Pemasaran, Pemasaran,
dalam dan luar dalam dan luar negeri ?negeri ?
• Memperkenalkan Memperkenalkan pada pengguna pada pengguna potensial ?potensial ?
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May 2006 Skills Required to be Successful 300 May 2006 Add. Skills Required to be Successful 300 Dec 2006 Main task of Marketing
Management 1200 Dec 2006 Relationship Marketing 280 May 2007 Reasons Why Consumer Buy Branded Product 250 May 2007 Reasons Why Consumers Choose
Certain Branded Product 250 May 2007 Resons for Choosing a Product 188 May 2007 Is Marketing the Most Important Division in a Business Corporation ? 266
Total : > 2700 respondents
PRIMARY RESEARCHS
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BINUS INTERNATIONAL
SCHOOL OF MARKETING
Subject Text book
1 Marketing Fundamental Kotler " Marketing , An Introduction " - Prentice Hall
2 Research Method in Marketing Kumar, Aaker & Day " Essentials of Marketing Research ", Wiley
3 Sales M'gement & Negoti Skills Johnson & Marshal " Sales Force Management " - MacGraw Hill
4 Relationship Marketing Gummesonm " Total Relationship Marketing "Butterworth & CIM, UK
5 Consumer BehaviorHawkins, Mothersbough and Best " Consumer Behavior ", MacGraw,
USA
6 Product & Brand Management Keller " Strategic Brand Management ", Prentice Hall
7 Pricing Strategy current one
8 Management & Leadership Ferrel " Business " MacGraw Hill
9 Strategic Marketing Craven & Piercy " Strategic Marketing ", MacGraw Hill
10Entrepreneurship current one
11IMMC current one
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………is its various examples and cases derived from Indonesian brands, and companies as well as other Asian ones. They may give more real and down to earth approach in understanding how marketing works in reality…….!
Sofyan A.Djalil PhDThe State Minister for State Own Enterprises, Republic of Indonesia
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“ …………. A book that
seeks to deepen understanding of the field
of marketing through historical and practical
perspective “
Francis G. EstradaPresident, Asian Institute of Management, Manila, Philippines
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Chapter 3: Chapter 3:
Concept Concept DevelopmentDevelopment
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Production ConceptProduction Concept
Selling ConceptSelling Concept
Product ConceptProduct Concept
Branding ConceptBranding Concept
Customer Service ConceptCustomer Service Concept
Relationship ConceptRelationship Concept
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PRODUCTION CONCEPT
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Selling Concept
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Product Concept
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BRANDING CONCEPT
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Dialectical Model of Consumer Culture and Branding
Modern Modern Branding ParadigmBranding Paradigm Modern Modern Consumer CultureConsumer Culture
Accept without arguing to Brands’ Cultural Authority
Cultural Engineering Scientific Branding
Authentic Cultural Resources5 Postmodern Branding
Citizen Artist
Personal Sovereignty through Brands
Cultivating Self through Brands
ContradictionDenies freedom to choose
Contradiction5 Postmodern Contradiction
Postmodern Postmodern Branding ParadigmBranding Paradigm
Postmodern Postmodern Consumer CultureConsumer Culture
Post Postmodern Post Postmodern Branding ParadigmBranding Paradigm
Post Postmodern Post Postmodern Consumer CultureConsumer Culture
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Modern Branding Paradigm
Brand becomes the status symbol.
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Reasons for choosing a product
0
20
40
60
80
100
120it'
s a
qualit
y
pro
duct
it's a
pre
stig
eous
it's a
n
expensiv
eit
boost up
my s
elf
it m
ake m
e
feel b
etter
people
notic
e m
eit
indic
ate
s
that I have a
it
diff
ere
ntia
teit
nic
e to
wear
oth
er
(expla
in)
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Reasons why consumer buy branded product
It i s a q u a li t y p r o d u c t
i t m a k e m e fe e l b e t te r
p e o p le n o t i c e m e i f I
w e a r
i t i s a n e x p e n s i v e
p r o d u c t
i t i n d i c a te s th a t I h a v e a g o o d ta s te
i t n i c e to w e a r
i t b o o s t u p m y s e lf
c o n f i d e n c e
i t i s a p r e s t i g e o u s
p r o d u c t
i t d i f fe r e n t i a te m e f r o m th e
o th e r p e o p le o th e r
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Products and Promotion
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Essensi Branding• ……..Value of your money.... ..Value of your money....
(….. nilai uang abda….. )(….. nilai uang abda….. )
bukanbukan• …….amount of your money.amount of your money ……. …….
( ….jumlah uang anda ……)( ….jumlah uang anda ……)
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Postmodern Branding Paradigm
Customer Service Oriented
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Post Postmodern
Branding Paradigm
Relationship Concept
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MARI KITA LIHAT MARI KITA LIHAT
PENGARUH BRAND PENGARUH BRAND DALAM KEHIDUPAN DALAM KEHIDUPAN
SEHARI HARI SEHARI HARI MASYARAKATMASYARAKAT
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Mari BerdiskusiMari Berdiskusi
………………………………..
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