seminar pemasaran seminar pemasaran konsep marketing
Post on 20-Dec-2015
242 views
TRANSCRIPT
Seminar PemasaranSeminar Pemasaran
Konsep Konsep MarketingMarketing
Marketing ????Marketing ????
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
What is Marketing?What is Marketing?
Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.
What is Marketing What is Marketing Management?Management?
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
What is MarketedWhat is Marketed
GoodsGoods ServicesServices Events Events ExperiencesExperiences PersonsPersons
PlacesPlaces PropertiesProperties OrganizationsOrganizations InformationInformation IdeasIdeas
Company OrientationCompany Orientation
ProductionProduction ProductProduct SellingSelling MarketingMarketing
Marketing Mix and the CustomerMarketing Mix and the Customer
Four PsFour Ps ProductProduct PricePrice PlacePlace PromotionPromotion
Four CsFour Cs Customer solutionCustomer solution Customer costCustomer cost ConvenienceConvenience CommunicationCommunication
Core ConceptsCore Concepts
Needs, wants, and Needs, wants, and demandsdemands
Target markets, Target markets, positioning, positioning, segmentationsegmentation
Offerings and brandsOfferings and brands Value and satisfactionValue and satisfaction
Marketing channelsMarketing channels Supply chainSupply chain CompetitionCompetition Marketing Marketing
environmentenvironment Marketing planningMarketing planning
Developing Developing marketing strategiesmarketing strategies
Capturing marketing Capturing marketing insightsinsights
Connecting with Connecting with customerscustomers
Building strong Building strong brandsbrands
Shaping market Shaping market offeringsofferings
Delivering valueDelivering value Communicating Communicating
valuevalue Creating long-Creating long-
term growthterm growth
Marketing Management TaskMarketing Management Task
Marketing StrategiesMarketing Strategies
An example of marketing strategy : An example of marketing strategy : Use a Use a low cost product to attracts low cost product to attracts consumersconsumers
A good marketing strategy should A good marketing strategy should integrate an oraganization’s integrate an oraganization’s marketing goals, polices and action marketing goals, polices and action sequencessequences
Marketing Strategies are partially derived Marketing Strategies are partially derived from broader from broader corporate strategiescorporate strategies, , corporate missionscorporate missions, and , and corporate corporate goals.goals.
Marketing Management ProcessMarketing Management Process
Adopt a Marketing Philosophy
Dev. A MarketingStrategy (STP)
Design Marketing Mix
Plan and ImplementMarketing Programs
Do a Competitor Analysisi
Do a CustomerAnalysisi
Estimate Market Potensial
Forecast sales And Contributon
Take into AccountInternational Factors
Obtain Feedback On Results
Take in AccountsSocial Concerns
Targetconsumer
Demographic-economicenvironment
Technological-natural
environment
Political-legalenvironment
Social-culturalenvironment
marketingintermediaries
PublicsSuppliers
Competitors
Place
Product
Promotion
Price
Five Force on Marketing Five Force on Marketing SystemSystem
SUPPLIER
INDUSTRY(Marketer)
COMPETITOR
DISTRIBUTORCONSUMER(End User)