1- Basic Marketing

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2012 Teguh Budiarto 2

Marketing Management


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Des-13

Marketing is Universal

Teguh Budiarto


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PLAYERS

Three Marketing Points

PRODUCT

PROCESS

Teguh Budiarto


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Des-13 Teguh Budiarto


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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

Teguh Budiarto


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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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Des-13

Quantity

Rupiah

MARKET DEFINITION in Marketing term is:

R1

R 2

Q 1 Q 2

Actual MarketR 3

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Potential Market

Potential Market

Potential Market

Potential Market


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Des-13

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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Des-13

MarketMarketer

A

Marketer

B

Competitor

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Marketer

C


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Des-13

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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December 13 55Teguh Budiarto

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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Des-13

Marketing Definition

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MARKETING


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Des-13

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.


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..

Documents

1- Basic Marketing