MARKETING CONCEP

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B U S I NE S S E

N G L I SH I I

Theme : Satisfied Customer Wants and Needs with the great marketing mix

1. What is definition of marketing and marketing concept2. Reason company use marketing concept 3. Element of Marketing Concept4. Marketing management philosophies 5. Marketing Strategy6. Elements Promotion7. EXAMPLE : Marketing Mix of McDonalds8. Consumer Satisfaction9. Conclution

Marketing - Definition

Marketing : Social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others. (Philip Kotler).

Marketing Concept : The marketing concept holds that the key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets. (Philip Kotler).

 

 

REASON COMPANY USE MARKETING CONCEPT

1. Sluggish growth2. The decline in sales3. Buying patterns are changin4. Increase competition5. Increased expenses for marketing6. Changing economic circumstances and other

environmental   

Some terms are very important in the context of marketing :

1. Need/Wants/Demand2. Product3. Cost4. Satisfaction5. Market

ELEMENTS ELEMENTS MARKETING CONCEPT

There are three main elements of the marketing concept (Swastha and Handoko, 2007)

1. Orientation to the consumer.Companies that really want to show the consumer should:• Determine the basic needs (basic needs) of buyers who will be served and

fulfilled.• Determine the buyer group that will be targeted sales.• Determine the product and its marketing program.• Conduct research on consumers to measure, assess and interpret the

desires, attitudes and behaviors. • Define and implement the best strategy, whether the emphasis on high

quality, low price or an interesting model.    

 2. Preparation Of Activities Integrally (Integral Marketing)

The integration of marketing activities means that every person and every part of the company engaged in a co-coordinated services to provide customer satisfaction, so that the company's goals can be realized.

3. Consumer Satisfaction (Customer Satisfaction)Factors that determine whether the company in the long term will make a profit is the extent of consumer satisfaction can be met. This does not mean that companies must maximize customer satisfaction, but the company must make a profit by giving satisfaction to the consumer.

MARKETING MANAGEMENT PHILOSOPHIES

The role that marketing plays within a company varies according to the overall strategy and philosophy of each firm.

Philip Kotler has given five completive/alternative concepts.They include:1. Production concept2. Product concept 3. Selling concept4. Marketing concept5. Societal marketing concept

1. Production Concept Consumers prefer products that are accessible and inexpensive.. Examples of products / companies: China's products, for example Nexian,

we can enjoy mobile phones with the technology and models up to date with a much cheaper price and product Nexian so easily accessible in counters.

2. Product ConceptConsumers prefer products with a bid for the quality, performance or features high innovation. In the creation of this product requires research costs are high.

Examples of products / companies: Sync or teknlogi "chat" with the vehicle. In this technology will answer questions. The technology will be installed in Ford cars, Its function is to control the audio, phone and GPS systems as well as provide information about the circumstances surrounding.

3. Selling Concept Consumers will buy products only if the company is aggressively promoting /

selling the product.

4. Marketing ConceptA focus on meeting the needs / desires target markets and better delivery than competitors.

Examples of products/companies: Company Dell Computer, Michael Dell brand owners make products according to customer needs. With the development of the Internet, through Dell's website, Dell created a PC based on the wishes of consumers, by providing information on the need for a PC consumers will get a computer "homemade" through the Dell website.

5. Societal Marketing Concept Consumers prefer products that elevate the social status when used.

Examples of products / companies : Athletes football Cristiano Ronaldo to buy a car brand Rolls-Royce Phantom Drophead Coupe. Rolls-Royce is a car brand that is highly respected in the UK. This car is usually only owned by the nobles or the people who have wealth. Only a few people currently have type car Rolls-Royce Phantom Drophead Coupe in the UK.

MARKETING STRATEGYMarketing Strategy is the process of determining the target market with relevant marketing mix strategy which:1. Target Market Is a homogeneous group of customers who want to be served or

market demand by companies.2. Marketing Mix ( Marketing Mix)

Are variables that are prepared by the company in order to satisfy the target market. The marketing mix and the 4Ps of marketing are often used as synonyms for each other.

The 4Ps are:Product PlacePricePromotion

Elements of Promotion :1. Advertising2. Personal Selling3. Sales Promotion4. Publicity

MARKETING MIX OF MCDONALDS

Target Market 1. Kids - 3 to 7 years Happy Meal with free toy

2. Families Drive-Thru, Takeaway, McDelivery, Happy Meal.

3. Students (a place to hang out or study) Student Meal, Outlets, 24-our

4.Cafe goer (a place to relax or read or event business entertainment) McCafe

5. Working Adults – seek convenience meals; “grab and go”

Drive-Thru, Takeaway, 24-Our

Marketing Mix PRODUCT

McDonald’s provides mainly food and beverage products. This element of the marketing mix covers the various organizational outputs (goods and services) that a company provides to its target customers. McDonald’s product mix has the following main product lines:•Hamburgers and sandwiches•Chicken and fish•Salads•Snacks and sides•Beverages•Desserts and shakes•Breakfast/All-day breakfast•McCafé

PLACEMcDonald’s outlets are very evenly spread throughout the cities making them very accessible. Drive in and drive through options make McDonald’s products further convenient to the consumers.• Has spread in various regions in Indonesia • The location of affordable and easy to find • The outlet is in the many shopping malls and other crowded • The place is comfortable, spacious and has facilities that can be enjoyed by visitors

PRICEMcDonald’s pricing strategy involves price bundling combined with psychological pricing. In price bundling, the company offers meals and other product bundles for a discount. In psychological pricing, McDonald’s uses prices that appear to be significantly more affordable, such as $__.99 instead of rounding it off to the nearest dollar. This element of McDonald’s marketing mix highlights the importance of price bundling to encourage customers to buy more products.

PROMOTIONMcDonald’s promotes its products to attract more customers. This element of the marketing mix defines the approaches used to communicate with the customers. McDonald’s uses the following tactics in its promotional mix:•Advertising•Sales promotions•Public relations•Direct selling

CONSUMER SATISFACTION

Factor that affect consumer satisfcation :1. Service Quality2. Helpfull Employees3. Competitive Pricing4. Good Value5. Personal Factor

a. The customer mood or emotional stateb. Situational Factor

CONCLUTION

Basically the purpose of business is to create satisfied customers. creation of customer satisfaction buffer provides several benefits including the relationship between companies and their customers to be harmonious , provide a good foundation for the purchase and creation of customer loyalty and forming a recommendation by word of mouth.