The document discusses key concepts in marketing management including definitions of marketing, the marketing process, and the role of marketing in business. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. It also discusses the importance of understanding customer needs and creating value for targeted customers. Marketing management aims to establish long-term customer relationships and meet the objectives of both customers and businesses.

1. Presented by Sugiharto, SH. MM
PRINCIPLES of
MARKETING
Marketing management, discussing
principles of marketing, production
concept, product concept, selling concept
the marketing concept

2. Marketing Management © Created by SUGIHARTO, SH.MM 2011

3. Marketing
The Perspectives
Marketing is a fundamental
human activity
It happens around the World
Makes consumer to have better
decision
Marketing impacts the economy
Is about 50 % of retail sales
expenses and Healthy marketing
systems support Economic advance
Marketing Management © Created by SUGIHARTO, SH.MM 2011

4. Marketing
The Perspectives
‘More than half the polled executives at
250 corporations ranked Marketing as
the most important element of strategy’
(Yankelovitch, Skelly and White Survey, 2002)
The fastest way up the corporate ladder
is through the Marketing Department
(Economist Survey, 2004)
Marketing Management © Created by SUGIHARTO, SH.MM 2011

5. Marketing
The Perspectives
ANY INTERPERSONAL AND
INTERORGANISATIONAL RELATIONSHIP
INVOLVING AN EXCHANGE
IS MARKETING
WILLIAM J.STANTON
Marketing Management © Created by SUGIHARTO, SH.MM 2011

6. Marketing
The Fundamentals
The essence of Marketing is a
transaction - an exchange- intended
to satisfy human needs and wants.
There are three elements in the
marketing process :
WHAT IS BEING MARKETED
Marketing Management © Created by SUGIHARTO, SH.MM 2011

7. Marketing
The Definitions
Marketing is a social and managerial process by which
individuals and groups obtain what they need and want
through creating and exchanging products
and value with others
Marketing Management © Created by SUGIHARTO, SH.MM 2011

8. Marketing
The Definitions
The process of planning and executing the conception,
Pricing, promotion, and distribution of ideas, goods,
and services to create exchanges that satisfy
individual and organization
objectives
Marketing Management © Created by SUGIHARTO, SH.MM 2011

9. Marketing
The Perspectives
NEED
A state of felt deprivation of some basic
satisfaction ( Food, Clothing, Shelter,
Belonging etc. )
WANT
Wants are desires for specific satisfiers of
the deeper needs. Needs are few and
wants are many
DEMAND
are wants backed by the Ability to buy
and Willingness to buy
Marketing Management © Created by SUGIHARTO, SH.MM 2011

10. Marketing
The Perspectives
PRODUCTS – Offers – Satisfiers
Anything that can be offered to
someone to satisfy a need or want
is a product .
Product refers to physical object
and
Services refer to intangible object
Marketing Management © Created by SUGIHARTO, SH.MM 2011

11. Marketing
The Definitions Resume
Creating Value on target market
satisfaction for profitability
Researching the need and want which
haven’t served internally or by
competitors
Pointing the rights market segment to be
well served by the company
Designing and increasing the right
products and services
Marketing Management © Created by SUGIHARTO, SH.MM 2011

12. Marketing
The Perspectives
Value and Satisfaction
Value is the Customers’ estimate of the product’s
capacity to satisfy a set of goals.
Value is the ratio between what the customer
gets and what he gives
Customers gets benefits
and assume costs
Customer Expectance = Performance
Customer Expectance > Performance
Customer Expectance < Performance
Marketing Management © Created by SUGIHARTO, SH.MM 2011

13. Marketing
The Perspectives
Exchange and
Transaction
Exchange is the act of obtaining
a desired product by offering
something in return . Exchange
takes place when 5 conditions
are satisfied:
Need Two Parties
Each party must have something of value to the other
Each party is capable of communication & delivery
Each party is free to accept or reject the offer
Each party believes that it is appropriate to deal with
the other party
Marketing Management © Created by SUGIHARTO, SH.MM 2011

14. Marketing can not be
considered as a separate
function , it is the whole
business, seen from the point
of view of its final results....
that is profit, through
customer satisfaction
Marketing Management © Created by SUGIHARTO, SH.MM 2011

15. Marketing
The Market Refers to
Group of consumer or organizations who
are interested In the Product
Has the resource to purchase the
products or services
and is permitted by law and other
regulations to acquire the
products and services
A market consists of all the potential
customers sharing a particular need or
want who might be willing and able to
engage in exchange to satisfy that
need or want.
Marketing Management © Created by SUGIHARTO, SH.MM 2011

16. Total population
Potential Market
Available Market
Qualified Available Market
Target Market
Penetrated Market
Marketing Management © Created by SUGIHARTO, SH.MM 2011

17. Marketing
WHAT is MARKETING?
Marketing is the management process
which identifies, anticipates, and
supplies customer requirements
efficiently and profitably
it is the process of understanding,
creating, and delivering profitable value
to targeted customers better than the
competitors
Its aim is to establish, maintain,
enhance long term relationship with
customers at a profit so that the
objectives of the parties
involved are met
marketing consists of attracting,
developing, and retaining profitable
customers
Marketing Management © Created by SUGIHARTO, SH.MM 2011

18. Marketing
The Simple Marketing System
Communication
Goods & Services
INDUSTRY MARKETs
Payment
Feedback Information
Marketing Management © Created by SUGIHARTO, SH.MM 2011

19. Marketing Marketing Management is the
What is Marketing Management ? analysis, planning, implementation
and control of programs designed …
To Create
To Build
To Maintain
The beneficial exchanges and
relationships with target markets for
the purpose of
Achieving
Organizational
Objectives
Marketing Management © Created by SUGIHARTO, SH.MM 2011

20. Marketing
WHAT is MARKETING Management ?
Marketing management = Demand
management. it involves the task of
influencing the level, timing and
composition of demand
At times the actual demand level
may be below, equal to, or above
the desired demand level
the major task of marketing
management is to regulate
the level of demand
Marketing Management © Created by SUGIHARTO, SH.MM 2011

21. THANK YOU
For LISTENING
Principles of Marketing DAY ONE
Presented by
Sugiharto, SH. MM
Re-programmed
Presentation created by
ugik013 Presentation Pro
Images provided by
Personal collections
Source of reference :
Philip Kotler
Gary Armstrong
Etc.
E-mail: ugik013@yahoo.com
STIE GICI Business School
© 2011
Marketing Management © Created by SUGIHARTO, SH.MM 2011