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Marketing concepts
- 1. Presented by Mr. UGIK @ class 2011 Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 2. Marketing Concept The Main Philosophy Philosophy dari konsep pemasaran adalah bahwa perusahaan harus: Menganalisis Mengidentifikasi Kebutuhan Pelanggan Memutuskan Memuaskan kebutuhan Pelanggan yang lebih baik dari para pesaingnya Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 3. Marketing Concept The 3 Three Applications Perspectives Servicing Needs Wants Demands Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 4. Marketing Concept The 3 Three Applications Perspectives Targeting Positioning Segmenting Selling Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 5. Marketing Concept The 3 Three Applications Perspectives Promotion Advertising Marketing MIX Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 6. Marketing Concept The Theory Perspectives In 1776 in The Wealth of Nations, Adam Smith wrote that the needs of producers should be considered only with regard to meeting the needs of consumers. While this philosophy is consistent with the marketing concept, it would not be adopted widely until nearly 200 years later American Marketing Association Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 7. Marketing Concept The Theory Development and Alternatives Production concept muncul pada masa revolusi industri hingga awal tahun 1920-an. Can We Produce the goods ? bahwa perusahaan harus memfokuskan produksi yang secara efisien dapat menciptakan produk dengan biaya rendah Can We Produce enough ? yang dengan sendirinya akan menciptakan demands Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 8. Marketing Concept The Production Concepts Produce more … more Practically sells itself Consumers will favor those Therefore increase And build products that are widely production and cut down profit through available and low in cost. costs volume Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 9. Marketing Concept The Product Concepts Practically sells itself, if it gives most quality for money Produce Quality Products Consumers Buyers admire well-made products and can appraise product quality and performance Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 10. Consumers will favor those products that Marketing Concept offer the most quality, performance, or The Products Concepts innovative features. Therefore improve: QUALITY Performance Features This would lead to increased sales and profits Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 11. Marketing Concept The Theory Development and Alternatives Awal 1930-an produksi massal menjadi suatu hal yang biasa, persaingan telah meningkat, dan hanya tersedia sedikit permintaan yang belum terpenuhi Selling concept artinya tidak hanya memproduksi saja namun juga berupaya untuk meyakinkan pelanggan untuk membeli melalui iklan dan penjualan langsung Can We sell the products ? Can We charge enough ? Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 12. Marketing Concept The Selling Concepts Produce Aggressive selling & promotion efforts Making sales becomes primary function Consumers have normal and consumer satisfaction secondary tendency to resist Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 13. Marketing Concept The Selling Concepts Therefore, promote sales aggressively Aggressive selling & promotion efforts Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 14. Marketing Concept The Theory Development and Alternatives After the End of World war 2 The Variety of goods had increased Hard Selling No Longer could be relied upon to Generate Sales Discretionary personal income What do Customers want ? Can we develop it while they still want it ? How can we keep our customers satisfied ? Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 15. Marketing Concept The Theory Development and Alternatives the firms or company does Focusing on the Customer needs before developing The Products Aligning all Functions of the company to focus on those needs Customer Satisfaction = profit over the long-term Began to set up separate Marketing Dept.→ CSO Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 16. Marketing Concept The Theory Development and Alternatives The idea is that a business must consider both its : In EVERY Business Decisions The idea is to satisfy the customer and overcome the competition Business failure is the result of businesses not using the marketing concept effectively Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 17. Marketing Concept The Main Perspective LEARN what they want Produced it Market it SELL what they want Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 18. Marketing Concept The Main Perspective more Effectively NEEDS Determining Delivering WANTS Efficiently than Competitor build profit through customer satisfaction and loyalty. Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 19. Marketing Concept The Main 3 Steps of Applications Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 20. Marketing Concept The SUPPLY and DEMAND The marketing concept is based on supply and demand Low supply of a desired item + high consumer demand is the ideal scenario Marketing is less important in high demand situations the product sells itself Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 21. In the past, demand always outstripped supply. Prior to the Industrial Revolution Marketing Concept it was next to impossible to produce or The Development import items in any significant quantity Marketing was unnecessary Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 22. Marketing Concept The Development In the l950’s there was a huge change in marketing This facilitated the real “birth” of mass marketing Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 23. Supply outstrips demand; therefore, advertising is crucial Further, the internet and globalization mean companies from around the world compete for the same customers, and customers have a greater choice than ever before Consumers now realize their power in the marketplace Marketing Concept The Present Day Development Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 24. THANK YOU For LISTENING Principles of Marketing DAY TWO Presented by Sugiharto, SH. MM Re-programmed Presentation created by ugik013 Presentation Pro Images provided by Personal collections E-mail: ugik013@yahoo.com STIE GICI Business School © 2011 Marketing Management © Created by SUGIHARTO, SH.MM 2011