learn the basic principles of marketing concepts development. all images ads use in this slides are all for examples only

1. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Presented by UGIK SUGIHARTO @Hotslides
THE BASIC PRINCIPLES OF

2. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Decide to
Marketing Concept
The Main Philosophy
The Philosophy of Marketing Concept in the
organizations should:
Identifying
Analyzing
The Consumer’s need
Satisfying consumer’s need
better than their competitors

3. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Demands
Wants
Marketing Concept
The 3 Three Applications Perspectives
Needs
Servicing

4. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Selling
Segmenting
Marketing Concept
The 3 Three Applications Perspectives
Positioning
Targeting

5. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Marketing MIX
Marketing Concept
The 3 Three Applications Perspectives
Advertising
Promotion

6. © Created by SUGIHARTO, SH.MM 2013Marketing Management
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 Concept
The Theory Perspectives

7. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Marketing Concept
The Theory Development and
Alternatives
Production concept began in the beginning of
Industrial Revolution early 1920s. Many companies
focused on production efficiency means low-cost
product would create demand eventually
Can We Produce the goods ?
Can We Produce enough ?

8. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Produce more … more
Practically sells itself
Marketing Concept
The Production Concepts
Consumers will favor those
products that are widely
available and low in cost.
Therefore increase
production and cut down
costs
And build
profit through
volume

9. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Marketing Concept
The Product Concepts
Produce
Quality
Products
Consumers
Practically sells itself, if it
gives most quality for money
Buyers admire well-made products
and can appraise product quality
and performance

10. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Consumers will favor those products that
offer the most quality, performance, or
innovative features. Therefore improve:
QUALITY
Performance
Features
Marketing Concept
The Products Concepts
This would lead to increased sales and profits

11. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Marketing Concept
The Theory Development and Alternatives
Begin in 1930 mass production
became common, increased
competition left less available
unfulfilled demand
Selling concept means not only
produce the goods but also try to
convince the consumers to buy
through advertising and
direct selling.
Can We charge enough ?
Can We sell the products ?

12. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Produce
Aggressive selling &
promotion efforts
Marketing Concept
The Selling Concepts
Consumers have normal
tendency to resist
Making sales becomes primary function
and consumer satisfaction secondary

13. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Aggressive selling &
promotion efforts
Marketing Concept
The Selling Concepts
Therefore, promote sales aggressively

14. © Created by SUGIHARTO, SH.MM 2013Marketing Management
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 ?

15. © Created by SUGIHARTO, SH.MM 2013Marketing Management
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

16. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Marketing Concept
The Theory Development and Alternatives
The idea is that a business must
consider both its :
The idea is to satisfy the customer
and overcome the competition
In EVERY Business Decisions
Business failure is the result of
businesses which is not using the
marketing concept effectively

17. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Marketing Concept
The Main Perspective
SELL what they want
Market it
Produced it
LEARN what they want

18. © Created by SUGIHARTO, SH.MM 2013Marketing Management
build profit through customer
satisfaction and loyalty.
Determining
NEEDS
WANTS
more
Effectively
Efficiently
than
Competitor
Delivering
Marketing Concept
The Main Perspective

19. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Marketing Concept
The Main 3 Steps of Applications

20. © Created by SUGIHARTO, SH.MM 2013Marketing Management
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

21. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Marketing Concept
The Development
In the past, demand always outstripped
supply. Prior to the Industrial Revolution
it was next to impossible to produce or
import items in any significant quantity
Marketing was unnecessary

22. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Marketing Concept
The Development
In the l950’s there was a huge
change in marketing
This facilitated the real “birth” of
mass marketing

23. © Created by SUGIHARTO, SH.MM 2013Marketing Management
Consumers now realize their power
in the marketplace
Marketing Concept
The Present Day Development
Supply outstrips demand;
therefore, advertising is crucial
The internet and
globalization mean
companies from around the
world compete for the same
consumers, and …
Consumers have a greater
choice than ever before

24. © Created by SUGIHARTO, SH.MM 2013Marketing Management
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For LISTENING
Marketing Concepts Basic Principles
Presented by
Sugiharto, SH. MM
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© 2013
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