manajemen pemasaran dan indonesia distribusi
1st Meeting
MARKETING IN A CHANGING WORLD: CREATING
CUSTOMER VALUE AND SATISFACTION
A. WHAT IS MARKETING?
More than any other functions, deals with customers
Creating customer value and satisfaction are the heart of
modern marketing thinking and practice
The simplest definition is the delivery of customer satisfaction
at a profit.
The twofold goal of marketing is to attract new customers by
promising superior value and to keep current customers by delivering
satisfaction.
B. MARKETING DEFINED
Definition by Kotler and Armstrong: “a social and managerial
process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with
others”.
Need → a state of felt deprivation
Want → the form taken by a human need as shaped by culture
and individual personality
Demands → human wants that are backed by buying power
Product → anything that can be offered to a market for
attention, acquisition, use or consumption that might satisfy want or
need. It includes physical objects, services, persons, places,
organizations and ideas.
Service → any activity or benefit that one party can offer to
another that is essentially intangible and does not result in the
ownership of anything.
Customers value → the difference between the values the
customer gains from owning and using a product and the costs of
obtaining the product.
Exchange → the act of obtaining a desired object from
someone by offering something in return
Transaction → a trade between two parties that involves at
least two things of value, agreed-upon conditions, a time of
agreement, and a place of agreement.
Relationship marketing → the process of creating,
maintaining, and enhancing strong, value-laden relationships with
customers and other stakeholders.
Market → the set of all actual and potential buyers of a
product or service.
C. MARKETING MANAGEMENT
Definition: “ the analysis, planning, implementation, and
control of programs designed to create, build and maintain
beneficial exchanges with target buyers for the purpose of achieving
organizational objectives”.
Marketing management seeks to affect the level, timing, and
nature of demand in a way that helps the organization achieves its
objectives (demand management).
D. MARKETING MANAGEMENT PHILOSOPHIES
1. The Production Concept
This concept is one of the oldest philosophies that guides
sellers
This concept holds that consumers will favor products that
are available and highly affordable → management should
focus on improving production and distribution efficiency.
2. The Product Concept
This concept holds that consumers will favor products that
offer the most quality, performance, and innovative features →
organization should devote energy to making continuous
product improvements.
This concept can lead to marketing myopia.
3. The Selling Concept
This concept holds that consumers will not buy enough of
the organization's product unless it undertakes a large-scale
selling and promotion effort.
The concept is typically practiced with unsought goods.
Most firms practice the selling concept when they have
overcapacity.
4. The Marketing Concept
This concept holds that achieving organizational goals
depends on determining the needs and wants of target markets
and delivering the desired satisfactions more effectively and
efficiently than do competitors.
5. The Societal Marketing Concept
This concept holds that organization should determine the
needs, wants, and interests of target markets. It should then
deliver superior value to consumers in a way that maintains or
improves the consumer's and the society's well-being.
The societal Marketing Concept questions whether the
pure marketing concept is adequate in an age of environmental
problems, resource shortages, rapid population growth,
worldwide economic problems, and neglected social services.
The societal Marketing Concept calls on marketers to
balance three considerations in setting their marketing policies:
company profits, consumer wants, and society's interests.
DISCUSSING THE ISSUES
1. Discuss the concept of customer value and its importance to successful
marketing. How are the concepts of customer value and relationship
marketing linked?
2. Identify the biggest difference between the marketing concept and the
production, product, and selling concepts. Discuss which concepts are
easier to apply in the short run. Predict which concept you believe can
offer the best long-term success.
2nd Meeting
STRATEGIC PLANNING AND THE MARKETING PROCESS
All companies must look ahead and develop long-term strategies to meet
the changing conditions in their industries. Each company must find the
game plan that makes the most sense given its specific situation,
opportunities, objectives and resources. The hard task of selecting an
overall company strategy for long-run survival and growth is called
strategic marketing.
A. STRATEGIC PLANNING
The process of developing and maintaining a strategic fit
between the organization's goals and capabilities and its changing
marketing opportunities. It involves defining a clear company
mission, setting supporting objectives, designing a sound business
portfolio and coordinating functional strategies.
Benefits:
1. It encourages management to think ahead systematically
2. It forces the company to sharpen its objectives and policies
3. It leads to better coordination of company efforts
4. It provides clearer performance standard for control.
A.1. DEFINING THE COMPANY MISSION
A mission statement is a statement of the organization's
purpose – what it wants to accomplish in th larger environment.
Traditionally, companies have defined their business in
product term or in technological terms. But mission statement
should be market-oriented (defines business in terms of
satisfying basic customer needs).
Good mission statement:
1) not to broadly or to narrow
2) realistic
3) specific
4) fit the market environment
5) based on its distinctive competencies
6) should be motivating (however, one recent study found
that 'visionary companies' set a purpose beyond making
money).
A.2. SETTING COMPANY OBJECTIVES AND GOALS
The company's mission needs to be turned into detailed
supporting objectives for each level of management.
Each manager should have objectives and be responsible
for reaching them.
The firm's mission is translated into a set of objectives for
the current period
The objectives should be as specific as possible
B. DESIGNING THE BUSINESS PORTFOLIO
Business portfolio: the collection of businesses and products
that make up the company
The best business portfolio is the one that best fits the
company's strengths and weakness to opportunities in the
environment.
B.1. ANALYZING THE CURRENT BUSINESS PORTFOLIO
Portfolio analysis: a tool by which management identifies
and evaluates the various businesses that make up the company.
Strategic business unit (SBU): a unit of the company that
has a separate mission and objectives and that can be planned
independently from other company businesses
The Boston Consulting Group Approach (BCG): classifies
all SBUs according to the growth-share matrix.
B.2. DEVELOPING GROWTH STRATEGIES
It involves identifying businesses and products the
company should consider in the future.
Product/market expansion grid: a portfolio-planning tool
for identifying company growth opportunities through market
penetration, market development, product development or
diversification.
B.3. PLANNING FUNCTIONAL STRATEGIES
B.3.1. Marketing's Role in Strategic Planning
Marketing provides a guiding philosophy -the
marketing concept- which suggest company strategy
should revolve around serving the needs of important
consumer groups
Marketing provides inputs to strategic planners by
helping identify attractive market opportunities and by
assessing the firm's potential to take advantage of them.
Within individual business units, marketing designs
strategies for reaching the unit's objectives.
B.3.2. Marketing and the Other Business Functions
Marketing play an important role in delivering
customer value and satisfaction.
However, marketing cannot do this alone.
Because consumer value and satisfaction are
affected by the performance of other functions, all
departments must work together to deliver superior value
and satisfaction.
Marketing plays an integrative role to help ensure
that all departments work together toward this goal.
DISCUSSING THE ISSUE
Using the product/market expansion grid, illustrate the process that a
company can use to evaluate a portfolio. Pick an example for your
demonstration that is different from the one used in the text. Be sure your
example covers all cells.
3rd Meeting
THE MARKETING PROCESS
A. THE MARKETING PROCESS
The process of (1) analyzing marketing opportunities; (2) selecting target
markets; (3) developing the marketing mix; and (4) managing the
marketing effort.
Factors Influencing Company Marketing Strategy
(Kotler & Armstrong, 1999)
Market segmentation
The process of dividing a market into distinct groups of buyers on the
basis of needs, characteristics, or behavior who might require separate
products or marketing mix.
Market targeting
The process of evaluating each market segment's attractiveness and
selecting one or more segments to enter.
Market Positioning
Arranging for a product to occupy a clear, distinctive, and desirable place
relative to competing products in the minds of target consumers.
Formulating competitive positioning for a product and a detailed
marketing mix (the set of controllable tactical marketing tools_product,
price, place and promotion_ that the firm blends to produce the response it
wants in the target market).
The Four Ps of the Marketing Mix
(Kotler & Armstrong, 1999)
B. MANAGING THE MARKETING EFFORT
Marketing analysis
The company must analyze its markets and marketing environment to find
attractive opportunities and to avoid environmental threats. It must analyze
company strengths and weaknesses, as well as current possible marketing
actions to determine which opportunities it can pursue.
Marketing planning
It involves deciding on marketing strategies that will help the company
attain its overall strategic objectives. A detailed marketing plan is needed
for each business, product or brand.
Marketing implementation
The process that turns marketing plans into marketing actions in order to
accomplish strategic-marketing objectives. Successful marketing
implementation depends on how well the company blends its people,
organization structure, decision and reward systems, and company culture
into a cohesive action program that supports its strategies.
Marketing control
It involves evaluating the results of marketing strategies and plans and
taking corrective action to ensure that objective attained.
Discussing the issue
Marketing management's job is to attract and build relationships
with customers by creating customer value and satisfaction. Their
success will depend on successfully adapting and using the firm's
micro and macro environment. In the 20....the ….company was very
successful on a variety of fronts. If you were in charge of marketing
at ….what would you do with respect to the company's micro and
macro environment to ensure success in the next decade? Outline
your plan.
DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES
(Marketing Research and Information System)
A. The Marketing Information System
MARKETING IN A CHANGING WORLD: CREATING
CUSTOMER VALUE AND SATISFACTION
A. WHAT IS MARKETING?
More than any other functions, deals with customers
Creating customer value and satisfaction are the heart of
modern marketing thinking and practice
The simplest definition is the delivery of customer satisfaction
at a profit.
The twofold goal of marketing is to attract new customers by
promising superior value and to keep current customers by delivering
satisfaction.
B. MARKETING DEFINED
Definition by Kotler and Armstrong: “a social and managerial
process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with
others”.
Need → a state of felt deprivation
Want → the form taken by a human need as shaped by culture
and individual personality
Demands → human wants that are backed by buying power
Product → anything that can be offered to a market for
attention, acquisition, use or consumption that might satisfy want or
need. It includes physical objects, services, persons, places,
organizations and ideas.
Service → any activity or benefit that one party can offer to
another that is essentially intangible and does not result in the
ownership of anything.
Customers value → the difference between the values the
customer gains from owning and using a product and the costs of
obtaining the product.
Exchange → the act of obtaining a desired object from
someone by offering something in return
Transaction → a trade between two parties that involves at
least two things of value, agreed-upon conditions, a time of
agreement, and a place of agreement.
Relationship marketing → the process of creating,
maintaining, and enhancing strong, value-laden relationships with
customers and other stakeholders.
Market → the set of all actual and potential buyers of a
product or service.
C. MARKETING MANAGEMENT
Definition: “ the analysis, planning, implementation, and
control of programs designed to create, build and maintain
beneficial exchanges with target buyers for the purpose of achieving
organizational objectives”.
Marketing management seeks to affect the level, timing, and
nature of demand in a way that helps the organization achieves its
objectives (demand management).
D. MARKETING MANAGEMENT PHILOSOPHIES
1. The Production Concept
This concept is one of the oldest philosophies that guides
sellers
This concept holds that consumers will favor products that
are available and highly affordable → management should
focus on improving production and distribution efficiency.
2. The Product Concept
This concept holds that consumers will favor products that
offer the most quality, performance, and innovative features →
organization should devote energy to making continuous
product improvements.
This concept can lead to marketing myopia.
3. The Selling Concept
This concept holds that consumers will not buy enough of
the organization's product unless it undertakes a large-scale
selling and promotion effort.
The concept is typically practiced with unsought goods.
Most firms practice the selling concept when they have
overcapacity.
4. The Marketing Concept
This concept holds that achieving organizational goals
depends on determining the needs and wants of target markets
and delivering the desired satisfactions more effectively and
efficiently than do competitors.
5. The Societal Marketing Concept
This concept holds that organization should determine the
needs, wants, and interests of target markets. It should then
deliver superior value to consumers in a way that maintains or
improves the consumer's and the society's well-being.
The societal Marketing Concept questions whether the
pure marketing concept is adequate in an age of environmental
problems, resource shortages, rapid population growth,
worldwide economic problems, and neglected social services.
The societal Marketing Concept calls on marketers to
balance three considerations in setting their marketing policies:
company profits, consumer wants, and society's interests.
DISCUSSING THE ISSUES
1. Discuss the concept of customer value and its importance to successful
marketing. How are the concepts of customer value and relationship
marketing linked?
2. Identify the biggest difference between the marketing concept and the
production, product, and selling concepts. Discuss which concepts are
easier to apply in the short run. Predict which concept you believe can
offer the best long-term success.
2nd Meeting
STRATEGIC PLANNING AND THE MARKETING PROCESS
All companies must look ahead and develop long-term strategies to meet
the changing conditions in their industries. Each company must find the
game plan that makes the most sense given its specific situation,
opportunities, objectives and resources. The hard task of selecting an
overall company strategy for long-run survival and growth is called
strategic marketing.
A. STRATEGIC PLANNING
The process of developing and maintaining a strategic fit
between the organization's goals and capabilities and its changing
marketing opportunities. It involves defining a clear company
mission, setting supporting objectives, designing a sound business
portfolio and coordinating functional strategies.
Benefits:
1. It encourages management to think ahead systematically
2. It forces the company to sharpen its objectives and policies
3. It leads to better coordination of company efforts
4. It provides clearer performance standard for control.
A.1. DEFINING THE COMPANY MISSION
A mission statement is a statement of the organization's
purpose – what it wants to accomplish in th larger environment.
Traditionally, companies have defined their business in
product term or in technological terms. But mission statement
should be market-oriented (defines business in terms of
satisfying basic customer needs).
Good mission statement:
1) not to broadly or to narrow
2) realistic
3) specific
4) fit the market environment
5) based on its distinctive competencies
6) should be motivating (however, one recent study found
that 'visionary companies' set a purpose beyond making
money).
A.2. SETTING COMPANY OBJECTIVES AND GOALS
The company's mission needs to be turned into detailed
supporting objectives for each level of management.
Each manager should have objectives and be responsible
for reaching them.
The firm's mission is translated into a set of objectives for
the current period
The objectives should be as specific as possible
B. DESIGNING THE BUSINESS PORTFOLIO
Business portfolio: the collection of businesses and products
that make up the company
The best business portfolio is the one that best fits the
company's strengths and weakness to opportunities in the
environment.
B.1. ANALYZING THE CURRENT BUSINESS PORTFOLIO
Portfolio analysis: a tool by which management identifies
and evaluates the various businesses that make up the company.
Strategic business unit (SBU): a unit of the company that
has a separate mission and objectives and that can be planned
independently from other company businesses
The Boston Consulting Group Approach (BCG): classifies
all SBUs according to the growth-share matrix.
B.2. DEVELOPING GROWTH STRATEGIES
It involves identifying businesses and products the
company should consider in the future.
Product/market expansion grid: a portfolio-planning tool
for identifying company growth opportunities through market
penetration, market development, product development or
diversification.
B.3. PLANNING FUNCTIONAL STRATEGIES
B.3.1. Marketing's Role in Strategic Planning
Marketing provides a guiding philosophy -the
marketing concept- which suggest company strategy
should revolve around serving the needs of important
consumer groups
Marketing provides inputs to strategic planners by
helping identify attractive market opportunities and by
assessing the firm's potential to take advantage of them.
Within individual business units, marketing designs
strategies for reaching the unit's objectives.
B.3.2. Marketing and the Other Business Functions
Marketing play an important role in delivering
customer value and satisfaction.
However, marketing cannot do this alone.
Because consumer value and satisfaction are
affected by the performance of other functions, all
departments must work together to deliver superior value
and satisfaction.
Marketing plays an integrative role to help ensure
that all departments work together toward this goal.
DISCUSSING THE ISSUE
Using the product/market expansion grid, illustrate the process that a
company can use to evaluate a portfolio. Pick an example for your
demonstration that is different from the one used in the text. Be sure your
example covers all cells.
3rd Meeting
THE MARKETING PROCESS
A. THE MARKETING PROCESS
The process of (1) analyzing marketing opportunities; (2) selecting target
markets; (3) developing the marketing mix; and (4) managing the
marketing effort.
Factors Influencing Company Marketing Strategy
(Kotler & Armstrong, 1999)
Market segmentation
The process of dividing a market into distinct groups of buyers on the
basis of needs, characteristics, or behavior who might require separate
products or marketing mix.
Market targeting
The process of evaluating each market segment's attractiveness and
selecting one or more segments to enter.
Market Positioning
Arranging for a product to occupy a clear, distinctive, and desirable place
relative to competing products in the minds of target consumers.
Formulating competitive positioning for a product and a detailed
marketing mix (the set of controllable tactical marketing tools_product,
price, place and promotion_ that the firm blends to produce the response it
wants in the target market).
The Four Ps of the Marketing Mix
(Kotler & Armstrong, 1999)
B. MANAGING THE MARKETING EFFORT
Marketing analysis
The company must analyze its markets and marketing environment to find
attractive opportunities and to avoid environmental threats. It must analyze
company strengths and weaknesses, as well as current possible marketing
actions to determine which opportunities it can pursue.
Marketing planning
It involves deciding on marketing strategies that will help the company
attain its overall strategic objectives. A detailed marketing plan is needed
for each business, product or brand.
Marketing implementation
The process that turns marketing plans into marketing actions in order to
accomplish strategic-marketing objectives. Successful marketing
implementation depends on how well the company blends its people,
organization structure, decision and reward systems, and company culture
into a cohesive action program that supports its strategies.
Marketing control
It involves evaluating the results of marketing strategies and plans and
taking corrective action to ensure that objective attained.
Discussing the issue
Marketing management's job is to attract and build relationships
with customers by creating customer value and satisfaction. Their
success will depend on successfully adapting and using the firm's
micro and macro environment. In the 20....the ….company was very
successful on a variety of fronts. If you were in charge of marketing
at ….what would you do with respect to the company's micro and
macro environment to ensure success in the next decade? Outline
your plan.
DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES
(Marketing Research and Information System)
A. The Marketing Information System