Manajemen Pemasaran - Endra Yuafanedi Arifianto
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LOGO MANAJEMEN PEMASARAN ENDRA YUAFANEDI ARIFIANTO TEKNIK INDUSTRI FAKULTAS TEKNIK UNIVERSITAS BRAWIJAYA endraya.lecture.ub.ac.id LOGO MATERI PEMASARAN 1.Why is marketing important? 2.What is the scope of marketing? 3.What are some fundamental marketing concepts? 4.How has marketing management changed in recent years? 5.What are the task necessary for successful marketing management? endraya.lecture.ub.ac.id LOGO DEFINISI Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large. Pemasaran adalah suatu proses sosial yang didalamnya individu dan kelompok mendapatkan apa yang mereka butuhkan dan inginkan dengan menciptakan, menawarkan dan secara bebas mempertukarkan produk yang bernilai dengan pihak lain endraya.lecture.ub.ac.id LOGO DEFINISI 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. Manajemen Pemasaran adalah proses perencanaan dan pelaksanaan pemikiran, penetapan harga, promosi serta penyaluran gagasan, barang dan jasa untuk menciptakan pertukaran yang memenuhi saran-saran individu dan organisasi. endraya.lecture.ub.ac.id LOGO What is Marketed? Experiences Events Properties Organizations Information Ideas Persons Goods Services Places endraya.lecture.ub.ac.id LOGO Who markets? Response Attention Purchase Donation Vote Marketer Prospect endraya.lecture.ub.ac.id LOGO Types of Demand Unwholesome Irregular Negative Declining • • • • Nonexistent Latent Full Overfull endraya.lecture.ub.ac.id LOGO Markets endraya.lecture.ub.ac.id LOGO Simple Marketing System endraya.lecture.ub.ac.id LOGO Key Customer Markets Global Markets Consumer Market Business Markets Government Market endraya.lecture.ub.ac.id LOGO Markets Marketplaces Marketspaces Metamarkets endraya.lecture.ub.ac.id LOGO Core Marketing Concepts Needs, Wants, and Demands Target Markets, Positioning, and Segmentation Offerings and Brands Value and Satisfaction endraya.lecture.ub.ac.id LOGO Core Marketing Concepts Marketing Channels Supply Chain Marketing Environment Competition endraya.lecture.ub.ac.id LOGO The New Marketing Realities Globalization Information Technology Collect Information New Company Capabilities Major Societal Forces Consumer Information Communicate /Customer Increased Competition Differentiate Goods endraya.lecture.ub.ac.id LOGO Who is Responsible for Marketing? Entire Organization Marketing Department Chief Marketing Officer (CMO) endraya.lecture.ub.ac.id LOGO Marketing Concepts Quality Innovation Production Product Mass production Mass distribution Create, deliver, and communicate value Selling Marketing Holistic Unsought goods Overcapacity endraya.lecture.ub.ac.id LOGO Holistic Marketing Dimensions endraya.lecture.ub.ac.id LOGO Relationship Marketing Build long-term relationships Develop marketing networks endraya.lecture.ub.ac.id LOGO Integrated Marketing Create, communicate, and deliver customer value endraya.lecture.ub.ac.id LOGO Internal Marketing endraya.lecture.ub.ac.id LOGO Performance Marketing Social Responsibility Financial Accountability endraya.lecture.ub.ac.id LOGO The Four P’s of the Marketing Mix endraya.lecture.ub.ac.id LOGO Marketing Management Tasks Developing market strategies and plans Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth endraya.lecture.ub.ac.id LOGO Join UB Be The Best endraya.lecture.ub.ac.id