ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

1. Marketplace
Market

2. Copyright © 2009
Pearson Education, Inc.
What is Marketing?
Marketing is an organizational function
and 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.

3. Copyright © 2009
Pearson Education, Inc.
What is Marketing Management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.

4. Copyright © 2009
Pearson Education, Inc.
Core Marketing Concepts
• Needs, wants, and
demands
• Target markets,
positioning,
segmentation
• Offerings and
brands
• Value and
satisfaction
• Marketing channels
• Supply chain
• Competition
• Marketing
environment

5. MarketMarket:
Group of people
who have the
needs or wants
for certain
products or
services and
willing to pay
for it.

6. Marketplace
Market
Target Market

7. MarketMarket:
Group of people
who have the
needs or wants
for certain
products or
services and
willing to pay
for it.

8. Needs
Wants
Demand
CORE CONCEPTS OFCORE CONCEPTS OF
MARKETINGMARKETING

9. Needs
A state of felt deprivation
Wants:
Specific objective to satisfy
the need – “brand
specifics”. Often influence
by culture, and
personality/lifestyle
Demand:
Wants supported by
purchasing power

10. Selling
versus
Marketing

11. Selling is only the tip ofSelling is only the tip of
the iceberg !the iceberg !
“There will always, one can assume, be
need for some selling. But the aim of
marketing is to make selling
superfluous. The aim of marketing is
to know and understand the
customer so well that the product
or service fits him and sells itself.
Ideally, marketing should result in a
customer who is ready to buy.”
PeterPeter
DruckerDrucker

12. PeterPeter
DruckerDrucker
(1909~2005)
On the 11th November 2005, the man
who was revered as the father of modern
corporate management died.
Although he reputedly hated the label of
‘guru’, Peter Drucker was, by any
standards, the greatest management guru
the world has yet seen. In 1996, the
McKinsey Quarterly journal described him
as the ‘the one guru to whom other
gurus kowtow’ and Robert Heller
described him as ‘the greatest man in
the history of management’, praise
indeed for a man who described himself
as ‘just an old journalist’.

13. Selling is only the tip ofSelling is only the tip of
the iceberg !the iceberg !
PeterPeter
DruckerDrucker

14. Market:
Group of people who
have the needs or
wants for certain
products or services
and willing to pay for
it.
What makes them
willing to pay?

15. Value

16. CUSTOMERPERCEIVEDVALUE
Customers tend to be value-maximizers, within the bounds
of search costs, limited knowledge, mobility and income.
Customer perceived value (CPV) – nilai tertanggap
pelanggan:
The difference between benefits and costs of an offering as
perceived by the customers.
Benefits:
Monetary value of the bundle economic, functional and
psychological benefits of a product
Costs:
Bundle of costs customer expect to incur in evaluating,
obtaining, using and disposing a product
-Including monetary, time, energy, and physic costs
Why customer value is so important?
- It would help create customer satisfaction and ultimately
customer loyalty

17. So, the key to generating high customer loyalty is to deliver
high customer value.
A company must design a competitively superior value
proposition aimed at a specific market segment.
Value Proposition:
- Consist of the whole cluster of benefits the company
promises to deliver.
- It is more than the core positioning of a product.
Ex;
Volvo’s core positioning has been “safest” but the
buyer is promised more than a safe car.
– “The safest and most durable wagon in which your
family can ride in.”

18. Total Customer Satisfaction
Performance < Expectation = Dissatisfied
Performance = Expectation = Satisfied
Performance > Expectation = WOW (Delighted)
Satisfaction:
A person’s feelings of pleasure or disappointment resulting
from comparing a product’s perceived performance in
relation to his/her expectations.
If expectation is raised too high, the buyer is likely to be
disappointed.
However, if the expectation is set too low, it wont attract
enough buyers

19. A highly satisfied customer generally:
a. Stays loyal longer
b. Buys more as the company introduces new products
and upgrades existing products
c. Talks favorably about the company and its products
d. Pay less attention to competing brands
e. Less sensitive to price
f. Offers product or service ideas to company
g. Costs less to serve than new customers because
transactions are routine.
Methods to measure customer satisfaction:
a. Customer complaint and recommendation system
b. Periodic surveys using standard questionnaires
c. Lost customer analysis (exit interview)
d. Mystery shoppers (ghost shopping)

20. RELATIONSHIP MARKETING
Proses membina suatu bentuk
perhubungan perniagaan jangkapanjang
dengan pelanggan, pembekal, pengedar
dan rakan pemasaran lain yang
menguntungkan kedua-dua pihak.
Melibatkan ikatan ekonomi, teknikal
mahupun sosial
HSBC Bank, The Relationship Bank
TM – Bukan Sekadar Nombor

21. INTEGRATED
MARKETING
Kesemua elemen campuran
pemasaran perlu disepadukan
perancangan dan
perlaksanaannya agar ia dapat
mengkomunikasikan dan
seterusnya memberikan nilai
yang superior kpd pelanggan

22. The Four P’s

23. Marketing Management Tasks
• Developing
marketing strategies
• Capturing marketing
insights
• Connecting with
customers
• Building strong
brands
• Shaping market
offerings
• Delivering value
• Communicating
value
• Creating long-term
growth

24. Satisfaction

25. Loyalty

26. The process of selecting
target market (s) and
expanding the market by
creating, delivering and
communicating superior
customer values
MARKETINGMARKETING
MANAGEMENTMANAGEMENT

27. Segmentation

28. Targeting

29. Positioning

30. Product
Positioning
How we want our
target market to
think about our
product compared
to the competing
products

32. What is Marketed?
GoodsGoods
ServicesServices
Events & ExperiencesEvents & Experiences
PersonsPersons
Places & PropertiesPlaces & Properties
OrganizationsOrganizations
Information & IdeaInformation & Idea
OthersOthers
watch
hotel
Le’ Tour De Langkawi
politicians,
KL Tower
consulting
charity orgs

33. Key Customer Markets
Consumer Markets
Business Markets
Global Markets
Nonprofit/ Government
Markets

34. Marketing PhilosophyMarketing Philosophy
Production
Selling Marketing
Product

35. RELATIONSHIP
MARKETING
The process of building
long term business
relationship with
customers for mutual
benefits

36. The Four P’s

37. Holistic Marketing Dimensions

38. Factors Influencing
Marketing Strategy

39. MARKETING
Marketers job is to find:
A. The right products for
their customers
OR
B. The right customers for
their products.
Answer: A or B ???

40. MARKETING
Marketers job is to find:
A. The right products for
their customers
OR
B. The right customers for
their products.
Answer: A