Professional Documents
Culture Documents
About Class
Sks 3/0 tidak
ada praktikum
Man.Pem (ada
praktikum terpadu
semester 5)
Team teaching
SAP-RAT
Assessment 50%
UTS; 30% tugas;
20% quis
Slide 2 in Chapter 1
Outlines
Pemasaran Abad
21
Konsep Dasar dan
Aplikasi
Analisis
Kesempatan Pasar
Market and
Marketing
Research
Perencanaan
Pemasaran
Strategik
Analisis Perilaku
Konsumen
Manajemen
Penjualan
Slide 3 in Chapter 1
Chapter 1
Defining Marketing for
the Twenty-First
Century
PowerPoint by Karen E. James
Louisiana State University - Shreveport
Slide 4 in Chapter 1
Objectives
Understand the new economy.
Learn the tasks of marketing.
Become familiar with the major
concepts and tools of marketing.
Understand the orientations exhibited
by companies.
Learn how companies and marketers
are responding to new challenges.
Slide 5 in Chapter 1
Slide 6 in Chapter 1
Slide 7 in Chapter 1
Marketing Tasks
Marketing practices may pass
through three stages:
Entrepreneurial marketing
Formulated marketing
Intrepreneurial marketing
Slide 8 in Chapter 1
Places
Properties
Organizations
Information
Ideas
Slide 9 in Chapter 1
Marketing Defined
Kotlers social definition:
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.
Slide 10 in Chapter 1
Marketing Defined
The AMA managerial definition:
Marketing is the process of
planning and executing the
conception, pricing, promotion,
and distribution of ideas, goods,
and services to create exchanges
that satisfy individual and
organizational objectives.
Slide 11 in Chapter 1
Exchange and
transactions
Relationship and
networks
Marketing channels
Supply chain
Competition
Marketing environment
Marketing program
Slide 12 in Chapter 1
Slide 13 in Chapter 1
Slide 14 in Chapter 1
Slide 15 in Chapter 1
Slide 16 in Chapter 1
Enhancing Value
Marketers can enhance the value of
an offering to the customer by:
Raising benefits.
Reducing costs.
Raising benefits while lowering costs.
Raising benefits by more than the
increase in costs.
Lowering benefits by less than the
reduction in costs.
Slide 17 in Chapter 1
Slide 18 in Chapter 1
Slide 19 in Chapter 1
Deliver messages to
and receive
messages from
target buyers.
Includes traditional
media, non-verbal
communication, and
store atmospherics.
Slide 20 in Chapter 1
Display or deliver
the physical
products or
services to the
buyer / user.
Slide 21 in Chapter 1
Carry out
transactions with
potential buyers
by facilitating the
transaction.
Slide 22 in Chapter 1
Slide 23 in Chapter 1
Slide 24 in Chapter 1
Slide 25 in Chapter 1
Slide 26 in Chapter 1
Company Orientations
The orientation or philosophy of the
firm typically guides marketing efforts.
Several competing orientations exist:
Production concept
Product concept
Selling concept
Marketing concept
Customer concept
Societal marketing concept
Slide 27 in Chapter 1
Slide 28 in Chapter 1
Slide 29 in Chapter 1