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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