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CHAPTER II LITERATURE REVIEW
A. Marketing
According to Amstrong and Kotler 2009:38 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. Based on Lamb, Hair and Mc Daniel 2009:4 marketing is organizational
function and a set of process for creating, communicating and delivering value to customer and for managing customer relationship in ways that benefit the
organization and its stakeholder. According to Kotler and Armstrong 2010:5 marketing is the social process
by which individuals and organizations obtain what they need and want through creating and exchanging value with others. In a business setting marketing
involves building and managing and managing profitable exchange relationship with customer.
According to Kotler and Keller 2012:27 marketing is about identifying and meeting human and social need. Marketing is a societal process by which
individuals and groups obtain what they need and want trough creating, offering
and freely exchanging products and services of value with others.
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So based on definition above at marketing is the management process through which goods and services move from strategy to customer need and their
satisfaction.
B. Marketing Strategy
According to Kotler and Amstrong 2012:72 marketing strategy is the marketing logic by which the company hopes to create customer value and
achieve profitable customer relationship. Based on Walker, Mullins, Boyd and Larreche 2006: 11 marketing strategy
is the process to effectively allocate and coordinate marketing resources and activities to accomplish the firm’s objectives within a specific product market.
So marketing strategy is a long-term course of action designed to optimize allocation of the scarce resources at the disposal of a firm in delivering superior
customer experiences and promote the interests of other stakeholders.
C. Differentiation
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