PROGRAM STUDI DIPLOMA III MANAJEMEN ADMI
MATA KULIAH BUSINESS ENGLISH
MARKETING
Dosen Mata Kuliah Business English:
Enny Setyo M S.Pd., M.Si
Disusun Oleh:
Ana Sholihah N
Andika Putra
Anindya Kartika C.D
Nuzzila Rizki F
D1516010
D1516012
D1516014
D1516072
PROGRAM STUDI DIPLOMA III MANAJEMEN ADMINISTRASI
FAKULTAS ILMU SOSIAL DAN POLITIK
UNIVERSITAS SEBELAS MARET
KOTA SURAKARTA
2017
PRELIMINARY
Marketing is the process of developing an integrated communication which aims to
provide information about goods or services in connection with satisfying human needs and
desires. Marketing is a process in satisfying human needs and desires. Thus, all activities in
relation to the satisfaction of human needs and desires are part of the marketing concept.
Marketing begins with the fulfillment of human needs which later grew into human desire.
For example, a human being needs water to meet the needs of thirst. If there is a glass of
water then the thirst needs will be met. But humans do not only want to meet her needs but
also want to fulfill his wish is for example a glass of water that Aqua Net brand and easy to
carry. So this man chose Aqua bottle to suit the needs of thirst and in accordance with her
wishes that is also easy to carry. Process in fulfilling the needs and desires of human beings
which is the marketing concept. Starting from the fulfillment of the product (product), pricing
(price), freight (place), and promoting goods (promotion). Someone who works in the field of
marketing is called marketing. Marketers should have knowledge in marketing concepts and
principles for marketing activities can be achieved in accordance with the needs and desires of
humans, especially the part of consumers who dituju.Jadi, marketing is an art process that
seeks to make people happy (customer satisfaction). So the main goal is not selling itself
(sales oriented) but rather the fulfillment of the most fundamental human NEEDS.
A. DEFINITION OF MARKETING
Philip Kotler (Marketing) Marketing is human activity that is directed to meet
the needs and wants through exchange processes. According to Philip Kotler and
Armstrong is marketing as a social and managerial process that makes individuals and
groups obtain what they need and want through creating and exchanging products and
value reciprocity with others. Marketing is a total system of business activities
designed to plan, determine pricing, promotion and distribution of goods which can
satisfy the desire and achieve the target market and company goals.
According to W Stanton marketing is a whole system of activities aimed at
planning, pricing, promoting and distributing goods and services that can satisfy the
needs of buyers and potential buyers. Marketing begins with the fulfillment of human
needs which later grew into human desire. For example, a human being needs water to
meet the needs of thirst. If there is a glass of water then the thirst needs will be met.
But humans do not only want to meet her needs but also want to fulfill his wish is for
example a glass of water that Aqua Net brand and easy to carry. So this man chose
Aqua bottle to suit the needs of thirst and in accordance with her wishes that is also
easy to carry. Process in fulfilling the needs and desires of human beings which is the
marketing concept. Starting from the fulfillment of the product (product), pricing
(price), freight (place), and promoting goods (promotion). Someone who works in the
field of marketing is called marketing. Marketers should have knowledge in marketing
concepts and principles for marketing activities can be achieved in accordance with
human needs and desires of consumers, especially the intended party
B. THE IMPORTANT THINGS IN MARKETING
Marketing mix are the four components in the marketing of the 7P:
1. Product (product)
Product is an important element in a marketing program. Product
strategy may affect other marketing strategies. Purchase a product is not just to
have the product but also to meet the needs and desires of consumers.
Example: instant noodle "Mie Sedap" which has various flavors, so customers
can choose according to their wishes.
2. Price (price)
According to Monroe (2005) states that the price is an economic
sacrifice made by customers to obtain products or services. In addition, the
price of one important factor consumers in making decisions to make
transactions or not (Engel, Blackwell and Miniard, 1996). Price is said to be
expensive, cheap or mediocre of every individual is not necessarily the same,
because it depends on the individual perception of the background of the
environment of life and individual conditions (Schifman and Kanuk, 2001).
Example: "Samsung" which provides various types of mobile phones with
varying prices so that customers can choose according to their budget.
3. Place (places, including distribution)
Kotler (2000: 96) states that "The distribution channel consists of a set
of institutions that perform all activities (Functions) used to channel the
product and the status of the owner from producer to consumer". From the
above definition can be interpreted that the distribution channel of an item is
the whole activity or function to move the product accompanied with the right
of the owner from producer to end consumer or user industry.Distribution deals
with the ease of acquiring products in the market and available when
consumers search for them. Distributions feature the various activities the
company undertakes to make the product or service available and available to
the targeted consumer. Example: "MC Donald" who chooses a strategic and
crowded place, usually in the middle of the city or inside a mall so that
customers are able to find it easily
4. Promotion
Promotion is the activity of communicating information from the seller
to the consumer or other parties in the sales channel to influence attitudes and
behavior. Through advertising a company directs persuasive communication to
the target buyers and the community through media called mass media such as
newspapers, magazines, tabloids, radio, television and direct mail (Baker,
2000: 7). Promotional media that can be used in this business include (1)
Advertising, (2) Sales promotion, (3) Publicity and public relations, and (4)
Direct Marketing. The determination of promotional media to be used is based
on the type and shape of the product itself. For example: Matahari Department
Store is implementing a big sale system that intends to attract visitors as much
as possible.
5. People
Participants here are employees of service providers or salespeople, or
persons directly or indirectly involved in the service process itself, such as in a
beauty clinic: among them the reception, doctors, and beauty therapists.
6. Physical Evidence
The physical environment is a state or condition that also includes
atmosphere. The physical environment is the most visible aspect of the
situation. What is meant by this situation is the geographical and institutional
environment, the decor, the room, the sound, the smell, the light, the weather,
the apparent alignment and layout or the important environment as the stimuli
object (Belk 1974 in Assael 1992). For example, devices used by Indofood to
introduce indomie widely can be seen from the form of packaging that has
appeal to its customers, because it looks very attractive and make consumers
want to try it. The quality is very good, packaged well, arranged in boxes so
that indofood indirectly provide the best service for consumers.
7. Process
Process is an activity that shows how the service is provided to the
consumer during the purchase of goods. For example Business managers
through front liners often offer various forms of service for the purpose of
attracting consumers. Facilities free consultation services, product delivery,
credit cards, card members and service facilities that affect the image of the
company.
C. MARKETING CONCEPT
Core concepts of marketing includes: needs, wants, demand, production,
utility, value and satisfaction; exchange, transaction and market relations, marketing
and markets. We can distinguish between needs, wants and demands. The need is a
situation he felt a certain lack of basic satisfaction. Desire is a strong desire to satisfy
specific to the needs of the more profound. While demand is the desire for specific
products backed with the ability and willingness to buy.
The marketing concept says that the key to achieving organizational goals
consists of determining the needs and wants of target markets and provide the
expected satisfaction more effectively and efficiently than its competitors.
Marketing concept that has been expressed in various ways:
1. Discover and fulfill the market demand.
2.
3.
4.
5.
6.
Make what can be sold and do not try to sell what can be made.
Love your customers, not your product.
Do it according to your way (Burger King)
You decide (United Airlines)
Doing everything within the limits of the ability to appreciate the customer's
money is loaded with value, quality and satisfaction (JC. Penney).
In marketing there are six concepts that are basic marketing activities of an
organization that is: the production concept, product concept, the concept of sales,
marketing concepts, the concept of social marketing, and global marketing concept.
1. Production concept
Production concept argues that consumers will love the products that are available
everywhere and cheap. This concept-oriented production by deploying all efforts
to achieve high-efficiency products and extensive distribution. Here the task of
management is to produce goods as much as possible, because consumers are
assumed to receive a product that is widely available with their purchasing power.
2. Concept product
Product concept that consumers will love the products that offer quality,
performance and characteristics best. Management task here is to make quality
products, because consumers are considered high-quality product like in
appearance with the characteristics - the best properties
3. Concept selling
The concept of the sale argue that consumers, with the left just like that,
organizations must implement sales and promotional efforts are aggressive.
4. Marketing concept
The marketing concept says that kunsi to achieve organizational goals consists of
determining the needs and wants of target markets and provide the expected
satisfaction more effectively and efficiently than its competitors.
5. The concept of social marketing
The concept of social marketing organization believes that the task is to determine
the needs, desires and interests of target markets and to give satisfaction expected
in a more effective and efficient daripasda competitors while preserving or
improving the welfare of consumers and society.
6. Global Marketing Concepts
On the concept of global marketing, executive manager tries to understand all the
factors that influence the marketing environment through strategic management
that is stable. eventual goal is to strive to meet the wishes of all parties involved in
the company.
D. KINDS OF MARKETING STRATEGY
Kinds of marketing strategies including:
1. Strategy primary needs
Marketing strategies for designing primary needs namely:
a. Adding the number of users and
b. Increasing number of buyers.
2. Selective Needs Strategy , by:
a. Maintaining a customer for example:
b. Maintaining customer satisfaction;
c. Simplifying the purchasing process;
d. Reducing the attraction or ahead to switch brands;
e. Attract customers (Acquistion Strategier)
f. Taking the opposite position (head - to heas positioning)
g. Taking a different position (differentiated positin)
More clearly, marketing strategies can be divided into four types:
1.
2.
3.
4.
Stimulate primary demand by increasing the number of users.
Stimulate primary demand by increasing the level of purchases.
Stimulate selective demand by maintaining an existing customer.
Stimulate selectively demand attract new customers.
E. MARKETING MANAGEMENT
Marketing management comes from two words namely management and
marketing. According to Kotler and Armstrong is a marketing analysis, planning,
implementation, and control of programs designed to create, build, and maintain
beneficial exchanges with target buyers to achieve company goals. While the
management is the planning process (Planning), organization (organizing) the
mobilization (Actuating) and supervision.
So it can be interpreted that the Marketing Management is the analysis, planning,
implementation, and control programs designed to create, build, and maintain
beneficial exchanges with target markets in order to achieve the goals - goals of the
organization.
CONCLUSION
1. All activities in relation to the satisfaction of human needs and desires are part of the
marketing concept.
2. Marketing is a total system of business activities designed to plan, determine pricing,
promotion and distribution of goods which can satisfy the desire and achieve the target
market and company goals.
3. Marketing mix are the four components in the marketing of the 7P
Product (product)
Price (price)
Place (places, including distribution)
Promotion (promotion)
People
Physical Evidence
Process
4. In marketing there are six concepts that are basic marketing activities of an
organization that is: the production concept, product concept, the concept of sales,
marketing concepts, the concept of social marketing, and global marketing concept.
5. Marketing strategies can be divided into four types:
Stimulate primary demand by increasing the number of users.
Stimulate primary demand by increasing the level of purchases.
Stimulate selective demand by maintaining an existing customer.
Stimulate selectively demand attract new customers.
6. Marketing Management is the analysis, planning, implementation, and control
programs designed to create, build, and maintain beneficial exchanges with target
markets in order to achieve the goals - goals of the organization.
BIBLIOGRAPHY:
http://elroywintas.blogspot.co.id/2012/03/makalah-bahasa-inggris.html Kamis, 1 March 2012
http://trifannyroland.blogspot.co.id/2013/11/contoh-bauran-pemasaran-marketing-mix.html
http://www.ekomarwanto.com/2012/04/marketing-mix-7p-produk-price-promotion.html
MARKETING
Dosen Mata Kuliah Business English:
Enny Setyo M S.Pd., M.Si
Disusun Oleh:
Ana Sholihah N
Andika Putra
Anindya Kartika C.D
Nuzzila Rizki F
D1516010
D1516012
D1516014
D1516072
PROGRAM STUDI DIPLOMA III MANAJEMEN ADMINISTRASI
FAKULTAS ILMU SOSIAL DAN POLITIK
UNIVERSITAS SEBELAS MARET
KOTA SURAKARTA
2017
PRELIMINARY
Marketing is the process of developing an integrated communication which aims to
provide information about goods or services in connection with satisfying human needs and
desires. Marketing is a process in satisfying human needs and desires. Thus, all activities in
relation to the satisfaction of human needs and desires are part of the marketing concept.
Marketing begins with the fulfillment of human needs which later grew into human desire.
For example, a human being needs water to meet the needs of thirst. If there is a glass of
water then the thirst needs will be met. But humans do not only want to meet her needs but
also want to fulfill his wish is for example a glass of water that Aqua Net brand and easy to
carry. So this man chose Aqua bottle to suit the needs of thirst and in accordance with her
wishes that is also easy to carry. Process in fulfilling the needs and desires of human beings
which is the marketing concept. Starting from the fulfillment of the product (product), pricing
(price), freight (place), and promoting goods (promotion). Someone who works in the field of
marketing is called marketing. Marketers should have knowledge in marketing concepts and
principles for marketing activities can be achieved in accordance with the needs and desires of
humans, especially the part of consumers who dituju.Jadi, marketing is an art process that
seeks to make people happy (customer satisfaction). So the main goal is not selling itself
(sales oriented) but rather the fulfillment of the most fundamental human NEEDS.
A. DEFINITION OF MARKETING
Philip Kotler (Marketing) Marketing is human activity that is directed to meet
the needs and wants through exchange processes. According to Philip Kotler and
Armstrong is marketing as a social and managerial process that makes individuals and
groups obtain what they need and want through creating and exchanging products and
value reciprocity with others. Marketing is a total system of business activities
designed to plan, determine pricing, promotion and distribution of goods which can
satisfy the desire and achieve the target market and company goals.
According to W Stanton marketing is a whole system of activities aimed at
planning, pricing, promoting and distributing goods and services that can satisfy the
needs of buyers and potential buyers. Marketing begins with the fulfillment of human
needs which later grew into human desire. For example, a human being needs water to
meet the needs of thirst. If there is a glass of water then the thirst needs will be met.
But humans do not only want to meet her needs but also want to fulfill his wish is for
example a glass of water that Aqua Net brand and easy to carry. So this man chose
Aqua bottle to suit the needs of thirst and in accordance with her wishes that is also
easy to carry. Process in fulfilling the needs and desires of human beings which is the
marketing concept. Starting from the fulfillment of the product (product), pricing
(price), freight (place), and promoting goods (promotion). Someone who works in the
field of marketing is called marketing. Marketers should have knowledge in marketing
concepts and principles for marketing activities can be achieved in accordance with
human needs and desires of consumers, especially the intended party
B. THE IMPORTANT THINGS IN MARKETING
Marketing mix are the four components in the marketing of the 7P:
1. Product (product)
Product is an important element in a marketing program. Product
strategy may affect other marketing strategies. Purchase a product is not just to
have the product but also to meet the needs and desires of consumers.
Example: instant noodle "Mie Sedap" which has various flavors, so customers
can choose according to their wishes.
2. Price (price)
According to Monroe (2005) states that the price is an economic
sacrifice made by customers to obtain products or services. In addition, the
price of one important factor consumers in making decisions to make
transactions or not (Engel, Blackwell and Miniard, 1996). Price is said to be
expensive, cheap or mediocre of every individual is not necessarily the same,
because it depends on the individual perception of the background of the
environment of life and individual conditions (Schifman and Kanuk, 2001).
Example: "Samsung" which provides various types of mobile phones with
varying prices so that customers can choose according to their budget.
3. Place (places, including distribution)
Kotler (2000: 96) states that "The distribution channel consists of a set
of institutions that perform all activities (Functions) used to channel the
product and the status of the owner from producer to consumer". From the
above definition can be interpreted that the distribution channel of an item is
the whole activity or function to move the product accompanied with the right
of the owner from producer to end consumer or user industry.Distribution deals
with the ease of acquiring products in the market and available when
consumers search for them. Distributions feature the various activities the
company undertakes to make the product or service available and available to
the targeted consumer. Example: "MC Donald" who chooses a strategic and
crowded place, usually in the middle of the city or inside a mall so that
customers are able to find it easily
4. Promotion
Promotion is the activity of communicating information from the seller
to the consumer or other parties in the sales channel to influence attitudes and
behavior. Through advertising a company directs persuasive communication to
the target buyers and the community through media called mass media such as
newspapers, magazines, tabloids, radio, television and direct mail (Baker,
2000: 7). Promotional media that can be used in this business include (1)
Advertising, (2) Sales promotion, (3) Publicity and public relations, and (4)
Direct Marketing. The determination of promotional media to be used is based
on the type and shape of the product itself. For example: Matahari Department
Store is implementing a big sale system that intends to attract visitors as much
as possible.
5. People
Participants here are employees of service providers or salespeople, or
persons directly or indirectly involved in the service process itself, such as in a
beauty clinic: among them the reception, doctors, and beauty therapists.
6. Physical Evidence
The physical environment is a state or condition that also includes
atmosphere. The physical environment is the most visible aspect of the
situation. What is meant by this situation is the geographical and institutional
environment, the decor, the room, the sound, the smell, the light, the weather,
the apparent alignment and layout or the important environment as the stimuli
object (Belk 1974 in Assael 1992). For example, devices used by Indofood to
introduce indomie widely can be seen from the form of packaging that has
appeal to its customers, because it looks very attractive and make consumers
want to try it. The quality is very good, packaged well, arranged in boxes so
that indofood indirectly provide the best service for consumers.
7. Process
Process is an activity that shows how the service is provided to the
consumer during the purchase of goods. For example Business managers
through front liners often offer various forms of service for the purpose of
attracting consumers. Facilities free consultation services, product delivery,
credit cards, card members and service facilities that affect the image of the
company.
C. MARKETING CONCEPT
Core concepts of marketing includes: needs, wants, demand, production,
utility, value and satisfaction; exchange, transaction and market relations, marketing
and markets. We can distinguish between needs, wants and demands. The need is a
situation he felt a certain lack of basic satisfaction. Desire is a strong desire to satisfy
specific to the needs of the more profound. While demand is the desire for specific
products backed with the ability and willingness to buy.
The marketing concept says that the key to achieving organizational goals
consists of determining the needs and wants of target markets and provide the
expected satisfaction more effectively and efficiently than its competitors.
Marketing concept that has been expressed in various ways:
1. Discover and fulfill the market demand.
2.
3.
4.
5.
6.
Make what can be sold and do not try to sell what can be made.
Love your customers, not your product.
Do it according to your way (Burger King)
You decide (United Airlines)
Doing everything within the limits of the ability to appreciate the customer's
money is loaded with value, quality and satisfaction (JC. Penney).
In marketing there are six concepts that are basic marketing activities of an
organization that is: the production concept, product concept, the concept of sales,
marketing concepts, the concept of social marketing, and global marketing concept.
1. Production concept
Production concept argues that consumers will love the products that are available
everywhere and cheap. This concept-oriented production by deploying all efforts
to achieve high-efficiency products and extensive distribution. Here the task of
management is to produce goods as much as possible, because consumers are
assumed to receive a product that is widely available with their purchasing power.
2. Concept product
Product concept that consumers will love the products that offer quality,
performance and characteristics best. Management task here is to make quality
products, because consumers are considered high-quality product like in
appearance with the characteristics - the best properties
3. Concept selling
The concept of the sale argue that consumers, with the left just like that,
organizations must implement sales and promotional efforts are aggressive.
4. Marketing concept
The marketing concept says that kunsi to achieve organizational goals consists of
determining the needs and wants of target markets and provide the expected
satisfaction more effectively and efficiently than its competitors.
5. The concept of social marketing
The concept of social marketing organization believes that the task is to determine
the needs, desires and interests of target markets and to give satisfaction expected
in a more effective and efficient daripasda competitors while preserving or
improving the welfare of consumers and society.
6. Global Marketing Concepts
On the concept of global marketing, executive manager tries to understand all the
factors that influence the marketing environment through strategic management
that is stable. eventual goal is to strive to meet the wishes of all parties involved in
the company.
D. KINDS OF MARKETING STRATEGY
Kinds of marketing strategies including:
1. Strategy primary needs
Marketing strategies for designing primary needs namely:
a. Adding the number of users and
b. Increasing number of buyers.
2. Selective Needs Strategy , by:
a. Maintaining a customer for example:
b. Maintaining customer satisfaction;
c. Simplifying the purchasing process;
d. Reducing the attraction or ahead to switch brands;
e. Attract customers (Acquistion Strategier)
f. Taking the opposite position (head - to heas positioning)
g. Taking a different position (differentiated positin)
More clearly, marketing strategies can be divided into four types:
1.
2.
3.
4.
Stimulate primary demand by increasing the number of users.
Stimulate primary demand by increasing the level of purchases.
Stimulate selective demand by maintaining an existing customer.
Stimulate selectively demand attract new customers.
E. MARKETING MANAGEMENT
Marketing management comes from two words namely management and
marketing. According to Kotler and Armstrong is a marketing analysis, planning,
implementation, and control of programs designed to create, build, and maintain
beneficial exchanges with target buyers to achieve company goals. While the
management is the planning process (Planning), organization (organizing) the
mobilization (Actuating) and supervision.
So it can be interpreted that the Marketing Management is the analysis, planning,
implementation, and control programs designed to create, build, and maintain
beneficial exchanges with target markets in order to achieve the goals - goals of the
organization.
CONCLUSION
1. All activities in relation to the satisfaction of human needs and desires are part of the
marketing concept.
2. Marketing is a total system of business activities designed to plan, determine pricing,
promotion and distribution of goods which can satisfy the desire and achieve the target
market and company goals.
3. Marketing mix are the four components in the marketing of the 7P
Product (product)
Price (price)
Place (places, including distribution)
Promotion (promotion)
People
Physical Evidence
Process
4. In marketing there are six concepts that are basic marketing activities of an
organization that is: the production concept, product concept, the concept of sales,
marketing concepts, the concept of social marketing, and global marketing concept.
5. Marketing strategies can be divided into four types:
Stimulate primary demand by increasing the number of users.
Stimulate primary demand by increasing the level of purchases.
Stimulate selective demand by maintaining an existing customer.
Stimulate selectively demand attract new customers.
6. Marketing Management is the analysis, planning, implementation, and control
programs designed to create, build, and maintain beneficial exchanges with target
markets in order to achieve the goals - goals of the organization.
BIBLIOGRAPHY:
http://elroywintas.blogspot.co.id/2012/03/makalah-bahasa-inggris.html Kamis, 1 March 2012
http://trifannyroland.blogspot.co.id/2013/11/contoh-bauran-pemasaran-marketing-mix.html
http://www.ekomarwanto.com/2012/04/marketing-mix-7p-produk-price-promotion.html