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DEFINING MARKETING FOR 21st CENTURY

Presented by

Sony Kusumasondjaja, SE., MCom.

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THE IMPORTANCE OF MARKETING

Hypercompetition situation Globalization Technology advancement Changes in Business and

Competitive Models

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WHAT IS MARKETING? An organizational function and the art and

science involving 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

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

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WHAT IS MARKETED?

Goods Services Events Experiences Persons/Individuals Places Properties Organizations Information Ideas

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WHAT IS MARKET? Traditionally, a market was a

physical place where buyers and sellers gathered to sell and buy products

Economists describe market as a collection of buyers and sellers who transact over a particular product

Marketer use the term “market” to cover various groupings of customers

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KEY CUSTOMER MARKETS Consumer Market Business Market Global Market Non-Profit and Government Market

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How Marketing is Changing Deregulation Customer empowerment Customization Retail transformation Disintermediation

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COMPANY ORIENTATION PRODUCTION CONCEPT PRODUCT CONCEPT SELLING CONCEPT MARKETING CONCEPT HOLISTIC MARKETING

CONCEPT

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PRODUCTION CONCEPT It holds that consumers will prefer

products that are widely available and inexpensive

Managers of production-oriented firms will concentrate on achieving high production efficiency, low costs, and mass distribution

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PRODUCT CONCEPT It holds that consumers will favor products

that offer the most quality, performance, or innovative features

Managers will focus on making superior products and improving them over time

Sometimes, the managers are caught up in love affair with the products and they forget that the new products will not be successful unless they are priced, distributed, promoted, and sold properly

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SELLING CONCEPT

It holds that consumers, if left alone, will ordinarily not buy enough products. Therefore, firms must undertake an aggressive selling effort

Most firms practice the concept when they have overcapacity

The aim is TO SELL what they can make

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MARKETING CONCEPT

It holds that the key to achieving success is to create, deliver, and communicate superior customer value to its chosen target market better than than competitors

Firms’ job is not to find the right consumers for their products but to make the right products for the consumers (TO MAKE what they can sell)

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HOLISTIC MARKETING CONCEPT It is based on the development,

design, and implementation of marketing programs, processes, and activities that recognizes that “everything matters”

It consists of 4 components, namely Relationship Marketing, Integrated Marketing, Internal Marketing, and Social Responsible Marketing

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RELATIONSHIP MARKETING It has aim of building mutually

satisfying long-term relationships with key parties of the firm

The ultimate outcome is a marketing network

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INTEGRATED MARKETING Marketing program consists of

numerous decisions on value-enhancing marketing activities, called MARKETING MIX

Four Ps correspond to Customers’ Four Cs (customer solution, cost, convenience, communication)

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INTERNAL MARKETING

Holistic marketing ensures that everyone in the firm embraces appropriate marketing principles

Internal marketing is the task of hiring, training, and motivating employees serving customers

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SOCIAL RESPONSIBLE MARKETING SRM incorporates understanding

broader concerns and the ethical, environmental, legal, and social context of marketing activities and programs

Social responsibility also requires that marketers carefully consider the role they are playing and could play in terms of social welfare

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MARKETING CORE CONCEPTS Needs, Wants, Demands Segmentation, Targeting, and

Positioning Offering and Brand Value and Satisfaction Marketing Channels Marketing Environment Marketing Planning

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SHIFTS IN MARKETING

Everyone does the marketing Organizing by customer segments,

not by products Working with fewer suppliers in a

partnership Emphasizing intangible assets Making products available online Focusing on Lifetime Customer

Value

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Penjualan vs Pemasaran

Dua konsep yang dianggap sama, padahal maknanya jauh berbeda

Tujuan penjualan adalah menjual produk, orientasi jangka pendek, dan berawal dari konsep “saya jual apa yang bisa saya buat”

Tujuan pemasaran adalah memasarkan produk, orientasi jangka panjang, dan berawal dari konsep “saya buat apa yang bisa saya jual”