Manajemen Pemasaran II

Kul 1

REVIEW Defining Marketing at 21th Century

1. Why is marketing important?
2. What is the scope of marketing?
3. What are some core marketing concepts?
4. How has marketing management changed in
recent years?
5. What are the tasks necessary for successful
marketing management?
Marketing in Simple
 The Importance of Marketing
Definition and role of marketing: Social and managerial perspective

Social Perspective
• 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 (AMA)
• Role:
Deliver a higher standard of living
Managerial Perspective
• Definition
• Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large
• Roles:
1)introduce and gain acceptance of new products,
2)builds demand for products and services,
3)more fully engage in socially responsible activities,
4)building strong brand and customer loyalty.
 From marketing to marketing management..

Marketing management as the art and science of

• Choosing target markets
• And getting, keeping, and growing customers
• Through creating, delivering, and communicating superior
customer value

Good marketers are always

seeking new ways to satisfy
customers and beat competition
 Examples:
• When eBay recognized that people were
unable to locate some of the items they
desired most, it created an online auction
clearinghouse.

• When IKEA noticed that people wanted good

furnishings at substantially lower prices, it
created knockdown furniture
 Defining Marketing at 21th Century
Forces
1. Network information technology.
The digital revolution has created an Information Age that lead to more
accurate levels of production, more targeted communications, and more
relevant pricing.
2. Globalization.
1) Technological advances in transportation, shipping, and
communication have made it easier for companies to market in, and
consumers to buy from, almost any country in the world.
2) International travel has continued to grow as more people work and
play in other countries.
3. Deregulation.
Many countries have deregulated industries to create greater competition
and growth opportunities.
• The impact of network information tech. in marketing

Profiling consumers accurately

 Effective targtetting
relevant product
 Relevant pricing

Efficient data gathering

Smart
manufacturing
Accurate
production level
Transportation system advanced

International
travel
4. Privatization.
Many countries have converted public companies to private ownership
and management to increase their efficiency less subsidize
5. Heightened competition.
1) Intense competition among domestic and foreign brands..
2) raises marketing costs and shrinks profit margins.
6. Industry convergence.
1) Industry boundaries are blurring as companies recognize new
opportunities at the intersection of two or more industries.
2) For example, as Apple, Sony, and Samsung release a stream of
entertainment devices from MP3 players to plasma TVs and
camcorders.
Heightened competition
Less profit margin
7. Retail transformation.
Store Based VS non store based
1) Store-based retailers face competition from catalog
houses; directmail firms; home shopping TV; and e-
commerce.
2) In response, entrepreneurial retailers are building
entertainment into their stores with coffee bars,
demonstrations, and performances, marketing an
“experience” rather than a product assortment.
In store experience
8. Disintermediation.
1) E commerce created disintermediation (0 level of channel
distribution).
2) In response, traditional companies adding online services
to their offerings.
• Some became stronger contenders than pure-click firms, because they had a larger
pool of resources to work with and established brand names.
9. Consumer buying power.
In part, due to disintermediation via the Internet, consumers
have substantially increased their buying power.
10. Consumer information.
Consumers can collect information in as much breadth and
depth as they want.
1) They can access online dictionaries, medical information,
movie ratings, consumer reports, newspapers, and other
information sources in many languages from anywhere in
the world.
2) Personal connections and user-generated content thrive
on social media such as Facebook, Flickr (photos),),
Wikipedia, and YouTube (video), TripAdvisor for ardent
travelers,
11.Consumer participation.
1) Consumers have found an amplified voice
to influence peer and public opinion.
2) In recognition, companies are inviting
them to participate in designing and even
marketing offerings
12.Consumer Resistance.
Many customers today feel there are fewer
real product differences, so they show less
brand loyalty and become more price- and
quality-sensitive in their search for value, and
less tolerant about undesired marketing.
1
2
Globalization

3 4
Industry
Deregulation Convergence

5 6
Heightened
Privatization competition
7

Retail Transformation

Disintermediation
 Consumer
9 10 11 12
Consumer
Consumer Consumer Consumer
buying
information participation Resistance
power
 GROUP DISCUSSION
• Jelaskan 5 hal yang dapat dilakukan pemasar
untuk memanfaatkan serta mengantisipasi
berbagai 12 dinamika pada lingkungan
pemasaran
 Tugas Kelompok
• Tiap kelompok membuat paper dengan pilihan topik sebagai
berikut:
– The impact of network information tech. in marketing (ex. smart
manufacturing)
– The impact of Transportation system advanced in marketing
– Industry convergence
– Response of store based retail toward retail transformation
• Paper dibuat dalam bentuk slide presentasi dengan
Sistematika paper: cover, latar belakang, deskripsi contoh
kasus perusahaan, kesimpulan.
• Penilaian meliputi: kualitas isi, kemenarikan slide, dan kualitas
presentasi
• Marketing channels: communication channels,
distribution channels (retailer, agents,
wholesalers for indirect and internet, mail,
phone for direct; , service channel
FINISH
(warehouse, transportationcompanies, bank,
insurance)
• Marketers can use the Internet as a powerful information and sales channel
• Marketers can collect fuller and richer information about markets, customers,
prospects, and competitors.
• Marketers can tap into social media to amplify their brand message.
• Marketers can facilitate and speed external communication among customers.
• Marketers can send ads, coupons, samples, and information to customers who
have requested them or given the company permission to send them.
• Marketers can reach consumers on the move with mobile marketing.
•
• FINISH
Companies can make and sell individually differentiated goods.
Companies can improve purchasing, recruiting, training, and internal and
external communications.
• Companies can facilitate and speed up internal communication among their
employees by using the Internet as a private intranet.
• Companies can improve their cost efficiency by skillful use of the Internet.