1- basic marketing
TRANSCRIPT
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Marketing Management
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Marketing is Universal
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PLAYERS
Three Marketing Points
PRODUCT
PROCESS
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Marketer
Player 1
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Who is the Marketer?
is You!
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Des-13
Marketerproduct
Consumer
payment
Marketing Players
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Player 2Consumer Market
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Markets
Economists describe a market as a collectionof buyers and sellers who transact over aparticular product or product class.
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Quantity
Rupiah
MARKET DEFINITION in Economics term
R 1
R 2
Q 1 Q 2
MARKET is a collection of buyer of consumersand seller of producers who have transactions
over a particular product or product class.
MARKETR 3
Q3Teguh Budiarto
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Traditional Market
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Modern Market
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Banjarmasin Floating Market
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Wife-selling in market
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Quantity
Rupiah
MARKET DEFINITION in Marketing term is:
R1
R 2
Q 1 Q 2
Actual MarketR 3
Q3Teguh Budiarto
Potential Market
Potential Market
Potential Market
Potential Market
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is set of individuals andorganizations, whohave:
needs and wants, purchasing power, and intense to buygoods or services for
certain period of timeand place.
Market Consumerism?
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Markets types Consumer markets Business markets Global markets Government markets
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Needs, Wants, and Demands
Marketers must try to understand the targetmarkets needs, wants, and demands.
Needs are basic human desires.Wants are shaped by ones society. Demands are wants for specific productsbacked by an ability to pay.
Marketers do not create needs needs pre-existmarketers.Marketers, along with society influence wants.
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Player 3Competitors
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MarketMarketer
A
Marketer
B
Competitor
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Marketer
C
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PRODUCT
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Produc t as a Valuefor customer
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What is Marketed? Goods
Services Events Experiences
Persons Places Properties
Organizations Information Ideas
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Modern Products
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Des-13 Old Brand
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December 13 Teguh Budiarto 31
Bebek ku
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Mick Jagger and his Rolling Stones Band (1960s)
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Boyscout Organization
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Marketing Debates
We need Marketing
I dont think so
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Value Creation Delivery Exchange
Transaction Relationship Network
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Value creation and delivery
consists of three parts:a) Choosing the value
(segment the market, define target market, develop
offering ). b) Providing the value
(product features, prices, and distribution channels).
c) Communicating the value(sales force, advertising, and promotional tools).
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Nirmalya Kumars 3 Vs approach to
marketing: Define the value segment orsegments.
Define the value proposition . Define the value network .
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Frederick Webster
views marketing in terms of: Value defining process. Value developing processes.
Value delivering processes.
the value network
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the value network
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The firms task is to examine its costs and performance ineach value-creating activity and to look for ways to improve performance.
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Value Delivery Proficient at customer relationship management.
Who the customers are, and respond to differentcustomer opportunities.
Internal resource management.Integrate major business processes within asingle family of software modules.
Business partnership management. Allow the company to handle complexrelationships with its trading partners.
Often requires an investment in infrastructure and capabilities
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Supply chain management (SCM)is the management of a network of interconnectedbusinesses involved in the ultimate provision of productand service packages required by end customers(Harland, 1996).
Supply chain management spans all movement andstorage of raw materials, work-in-process inventory, andfinished goods from point of origin to point of
consumption (supply chain).
Business Network
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Okt-2010 49
Agent Retailer
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SuplierB Company
Warehouse
Wholesaler
SuplierC
Suplier A
Insurance
Transporter
Business Network
Consumer
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Value Exploration Customers cognitive space
(reflects existing and latent needs and includesparticipation, stability, freedom, and change).
Companys competence space(broad versus focused scope of business and depthphysical versus knowledge-based capabilities).
The collaborator resource space(horizontal and vertical partnerships).
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h
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Exchange
1. There are at least two parties.
2. Each party has something that might be of value to the other party.3. Each party is capable of communication and delivery.4. Each party is free to reject the exchange offer.5. Each party believes it is appropriate or desirable to deal with the
other party.Des-13 Teguh Budiarto
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Core business processes:1. The market sensing process
(marketing intelligence).2. The new offering realization process(research and development).
3. The customer acquisition process
(defining target markets and consumers).4. The customer relationship management process(deeper understanding of consumers).
Strong companies develop superior capabilities in these core business
processes. Strong companies also reengineer the workflows and build cross-functional
teams responsible for each process. Many companies have partnered with suppliers and distributors to create a
superior value-delivered network.
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Customer Relationship
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A Holistic Marketing Orientation andCustomer Value
Value exploration identify new value opportunities.
Value creation create more promising new value offerings. Value delivery
deliver the new value offerings more efficiently.
H li i M k i
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Holistic Marketing
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S u p p o r t a c t
i v i t i e s
P r i m a r y a c t
i v i t i e s
THE BASIC VALUE CHAIN
Downstream Upstreamactivities activities
S e r v
i c e s
I n b o u n
d L o g
i s t i c s
O p e r a
t i o n s
O u
t b o u n
d L o g
i s t i c s
M a r k e
t i n g
& S a
l e s
Firm Infrastructures
Procurement
Technological Develpment
Human Resource Man. M a r g i n
M a r g i
n
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Core Competencies
Companies need resources (labor, materials, energy,etc.)
Own or nurture the resources and competencies thatmake up the essence of the business outsource ifcompetency is cheaper and available.
Competitive advantage accrues to companies thatpossess distinctive capabilities (excellence in broaderbusiness processes).
Competitive advantage derives from how well thecompany fits its core competencies and distinctivecapabilities into tightly interlocking activity systems.
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Marketing Definition
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MARKETING
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MARKETING
Markets needs
Organizations Competencies
Markets Purchasing
Power
Organizations Needs satisfaction
products
payments
exchange
MarketerMarket
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Whats
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Marketingis an organizational function anda set of processes for
creating,communicating, anddelivering value to customers and
for managing customer relationshipsin ways thatbenefit the organization and itsstakeholders.
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Marketing?
M k i
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Marketing
And Customer ValueMarketing involves satisfying consumers needs andwants.
The task of marketer isto deliver customer value at a profit.
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Sudah yaa..