Marketing Mix terdiri dari 4 elemen, salah satunya adalah PROMOTION. Di slide ini menerangkan apa itu marketing, marketing management, marketing mix dan aspek promotion.

1. 1
PART OF MARKETING MIX
“PROMOTION”
Mata Kuliah : ICT Marketing Management
Tahun : 2014
Dosen : Dr. Fauzan Asmara, M.M.
Yudha Yudhanto (13.52.0511)

2. A total system of business activities signed to plan, proce, promote
anda distribute, want satisfying products to target markets in order to
achieve organisational objectives (Stanton, Etzel dan Walker, 2004)
MARKETING ?
2
• Marketing is societal process by which
individuals and groups obtain what they need
and want through creating, offering and
freely exchanging and services of value with
others (Philips Kotler, 2006)
Yudha Yudhanto (13.52.0511)

3. The analysis, planning, implementation and control of programs designed to create,
build and maintain beneficial exchanges with target buyers for the purpose of
achieveing organizational objectives (Kotler & Armstrong, 2011)
MARKETING MANAGEMENT?
3
Marketing management is the art and sciense of choosing target
markets and getting, keeping anf growing customer through
creating, delivering and communicating superior customer value
(Philip Kotler, 2006)
Yudha Yudhanto (13.52.0511)

4. The marketing mix is often called the 4Ps:
Product |Price | Place |Promotion
Marketing MIX
4
The marketing mix is the combination of variables that a
business uses to carry out its marketing strategy and meet
customer needs.
Yudha Yudhanto (13.52.0511)

5. Marketing MIX 4Ps
5
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Marketing Mix Product
Price
Promotion
Place

6. The aims of promotion are to: (1)
Raise awareness (2) Encourage sales
(3) Create or change a brand image
(4) Maintain market share
Promotion
6
Promotion involves disseminating information about a product, product line, brand,
or company. It is one of the four key aspects of the marketing mix. (The other three
elements are product marketing, pricing, and distribution.)
To generate sales and profits, the benefits of products have to be communicated to
customers. In marketing this is commonly known as “promotions”.
Yudha Yudhanto (13.52.0511)

7. Promotions Mix
7
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Marketing
Communications
Mix
Advertising
Personal
Selling
Public
Relation
Direct
Marketing
Sales
Promotion
Publicity

8. Promotions Mix
8
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
The means of providing the most persuasive
possible selling message to the right prospects at
the lowest possible cost".
Kotler and Armstrong
"Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and
services through mass media such as newspapers,
magazines, television or radio by an identified
sponsor".

9. Promotions Mix
9
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
“An activity designed to boost the sales of a product
or service. It may include an advertising
campaign, increased PR activity, a free-sample
campaign, offering free gifts or trading stamps,
arranging demonstrations or exhibitions, setting
up competitions with attractive prizes, temporary
price reductions, door-to-door calling,
telemarketing, personal letters on other
methods”.
More than any other element of the promotional
mix, sales promotion is about “action”. It is about
stimulating customers to buy a product. It is not
designed to be informative – a role which
advertising is much better suited to.

10. Promotions Mix
10
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
“The planned and sustained effort to establish and
maintain goodwill and mutual understanding
between an organisation and its publics”.
Public relations activities include, press releases.
company literature, videos, websites and annual
reports.

11. Promotions Mix
11
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
Personal selling is oral communication with potential
buyers of a product with the intention of making a
sale. The personal selling may focus initially on
developing a relationship with the potential buyer,
but will always ultimately end with an attempt to
"close the sale“
Personal selling is one of the oldest forms of
promotion. It involves the use of a sales force to
support a push strategy (encouraging intermediaries
to buy the product) or a pull strategy (where the
role of the sales force may be limited to supporting
retailers and providing after-sales service).

12. Promotions Mix
12
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
Publicity refers to no personal communications
regarding an organization , product , service , or idea
not directly paid for or run under identified
sponsorship .it usually comes in the form of news
story , editorial , or announcement about an
organization and/or its products and services.
Techniques used to gain publicity include news
releases , press conferences , feature articles ,
photographs , films , and videotapes.

13. Promotions Mix
13
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
Direct marketing is concerned with establishing an
individual relationship between the business offering
a product or service and the final customer.
Direct marketing has been defined by the Institute of
Direct Marketing as:
“The planned recording, analysis and tracking of
customer behavior to develop a relational marketing
strategies”.
The process of direct marketing covers a wide range of
promotional activities, These include:
• Direct-response adverts on television and radio
• Mail order catalogues
• E-commerce
• Magazine inserts
• Direct mail
• Telemarketing

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Yudha Yudhanto (13.52.0511)