Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:

Objectives
 Course

Organization
 Tasks of Marketing
 Major Concepts & Tools of Marketing
 Marketplace Orientations
 Marketing’s Responses to New
Challenges

©2000 Prentice Hall

Course/Text Organization
 Part

I - Understanding Marketing
Management
 Part II - Analyzing Marketing
Opportunities
 Part III - Developing Marketing
Strategies

 Part IV - Shaping the Market Offering
 Part V - Managing & Delivering
Marketing Programs
©2000 Prentice Hall

Defining Marketing
Marketing is a societal process by
which individuals and groups obtain
what they need and want through
creating, offering, and freely
exchanging products and services of
value with others.
- Philip Kotler (p. 7)

©2000 Prentice Hall

Core Concepts of Marketing
Target
Target Markets
Markets &

& Segmentation
Segmentation
Needs, Wants, and Demands
Product
Product or
or Offering
Offering
Value
Value and
and Satisfaction
Satisfaction
Exchange
Exchange and
and Transactions
Transactions
Relationships
Relationships and
and Networks
Networks
Marketing

Marketing Channels
Channels
Supply
Supply Chain
Chain
Competition
Competition
©2000 Prentice Hall

Marketing
Marketing Environment
Environment

Simple Marketing System
Communication

Industry
(a collection
of sellers)

Goods/services
Money

Information
©2000 Prentice Hall

Market
(a collection
of Buyers)

Structure of Flows
Resources
Money

Resource
markets

Services,
money
Services,

money

Manufacturer
markets

Government
markets

Taxes,
goods
Services,
money
Money

Goods, services
©2000 Prentice Hall

Taxes,
goods

Resources
Money

Taxes

Consumer
markets

Services
Taxes,
goods
Money

Intermediary
Goods, services
markets

The Four Ps
The Four Cs
Marketing

Mix
Place

Product
Customer
Solution

©2000 Prentice Hall

Price
Customer
Cost

ConvenPromotion ience
Communication

Company Orientations
Towards the Marketplace
Production
Production Concept

Concept

Consumers prefer products that are
widely available and inexpensive

Product
Product Concept
Concept

Consumers favor products that
offer the most quality, performance,
or innovative features

Selling
Selling Concept
Concept

Consumers will buy products only if
the company aggressively
promotes/sells these products

Marketing
Marketing Concept
Concept

Focuses on needs/ wants of target
markets & delivering value
better than competitors

©2000 Prentice Hall

Customer Delivered Value
Starting
point

Focus

Means

Ends

Factory

Existing
products

Selling and
promotion

Profits through
sales volume

(a) The selling concept
Market

Customer
needs

Integrated
marketing

Profits through
customer
satisfaction

(b) The marketing concept
©2000 Prentice Hall

Traditional Organization Chart
Top
Management
Middle Management
Front-line people
Customers

©2000 Prentice Hall

Customer-Oriented
Organization Chart
Customers
Front-line people

to
m
er

om
st
s
er

©2000 Prentice Hall

Top
management

Cu
s

Cu

s

Middle management

Evolving Views of Marketing’s
Role

Production
Marketing

Finance
Human
resources

a. Marketing as an
equal function
©2000 Prentice Hall

Production

Finance
Human
resources

Marketing

b. Marketing as a more
important function

Evolving Views of Marketing’s
Role

Customer
e
c
n
a
n

c. Marketing as the
major function
©2000 Prentice Hall

M
ar

ke

tin
g

re Hu
so m
ur an
ce
s

n
ma ces
Hu ur
so
re

Fi

ce

Marketing

n
na
Fi

n
o
ti
c
u
d
o
r
P

Production

d. The customer as the
controlling factor

Evolving Views of Marketing’s
Role
Production
Marketing
n
ma ces
Hu ur
so
re
©2000 Prentice Hall

Customer

e
c
n
a
n
i
F

e. The customer as the controlling
function and marketing as the
integrative function

Review
 Course

Organization
 Tasks of Marketing
 Major Concepts & Tools of Marketing
 Marketplace Orientations
 Marketing’s Responses to New
Challenges

©2000 Prentice Hall