1 - 1

Selasa, 5 Agustus 2008 Disiapkan oleh :Nelly Nailatie Ma’arif

THE POWER OF MARKETING

Presentasi pada KULIAH UMUM

MB PROGRAM

INSTITUT PERTANIAN BOGOR

1 - 2

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

1 - 3

CHAPTER 1 : :HISTORY OF MARKETING

1 - 4

Netherland ( 1612 )

VOC(Verenigde Oost-Indische Compagnie: 1602 )

1 - 5

Japan ( 1650 )Mitsui (1650 )Mitsui (1650 )

Toyota ( 1937 )

1 - 6

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 “.

1 - 7

Switzerland ( 1866 )

Nestle ( 1866 )

1 - 8

england (1890)

feel good, look good and get more out of life

1890s, William Hesketh Lever

1 - 9

India ( 1888 )

Hindustan Lever Limited ( 1888 )

1 - 10

singapore/ malaysia(1890)

Unilever Unilever

( 1890s )( 1890s )

1 - 11

Indonesia (1933 )

Matshushita Gobel Matshushita Gobel ( 1954 )( 1954 )

Unilever ( 1933 )

1 - 12

Korea ( 1938s )

Samsung ( 1938s )

1 - 13

Vietnam ( 1988 )

Unilever ( 1988 )

1 - 14

Pakistan ( 1988 )

Nestle ( 1988 )

1 - 15

NON PROFIT SECTORS

Today, Marketing technique is widely used by ie.:•school •universities •hospital •museum •symphony orchestra•politicians

1 - 16

CHAPTER 2 : DOMAIN OF MARKETING

1 - 17

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 )

1 - 18

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

1 - 19

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

1 - 20

• 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

1 - 21

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 )

1 - 22

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

1 - 23

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

1 - 24

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

1 - 25

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

1 - 26

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

1 - 27

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

1 - 28

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

1 - 29

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….!

1 - 30

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

1 - 31

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 ?

1 - 32

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

1 - 33

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

1 - 34

1 - 35

1 - 36

1 - 37

………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

1 - 38

“ …………. 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

1 - 39

1 - 40

Chapter 3: Chapter 3:

Concept Concept DevelopmentDevelopment

1 - 41

Production ConceptProduction Concept

Selling ConceptSelling Concept

Product ConceptProduct Concept

Branding ConceptBranding Concept

Customer Service ConceptCustomer Service Concept

Relationship ConceptRelationship Concept

1 - 42

PRODUCTION CONCEPT

1 - 43

Selling Concept

1 - 44

Product Concept

1 - 45

BRANDING CONCEPT

1 - 46

1 - 10

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

1 - 47

Modern Branding Paradigm

Brand becomes the status symbol.

1 - 48

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)

1 - 49

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

1 - 50

1 - 51

1 - 52

Products and Promotion

1 - 53

1 - 54

1 - 55

1 - 56

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 ……)

1 - 57

Postmodern Branding Paradigm

Customer Service Oriented

1 - 58

1 - 59

1 - 60

Post Postmodern

Branding Paradigm

Relationship Concept

1 - 61

1 - 62

1 - 63

1 - 64

MARI KITA LIHAT MARI KITA LIHAT

PENGARUH BRAND PENGARUH BRAND DALAM KEHIDUPAN DALAM KEHIDUPAN

SEHARI HARI SEHARI HARI MASYARAKATMASYARAKAT

1 - 65

Mari BerdiskusiMari Berdiskusi

………………………………..

1 - 66