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LOGO
MANAJEMEN PEMASARAN
ENDRA YUAFANEDI ARIFIANTO
endraya.lecture.ub.ac.id
TEKNIK INDUSTRI
FAKULTAS TEKNIK
UNIVERSITAS BRAWIJAYA
LOGO
MATERI PEMASARAN
endraya.lecture.ub.ac.id
1.Why is marketing important?
2.What is the scope of marketing?
3.What are some fundamental marketing
concepts?
4.How has marketing management
changed in recent years?
5.What are the task necessary for
successful marketing management?
LOGO
DEFINISI
endraya.lecture.ub.ac.id
Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering,
and exchanging offers that have value for customers,
clients, partners, and society at large.
Pemasaran adalah suatu proses sosial yang
didalamnya individu dan kelompok mendapatkan apa
yang mereka butuhkan dan inginkan dengan
menciptakan, menawarkan dan secara bebas
mempertukarkan produk yang bernilai dengan pihak
lain
LOGO
DEFINISI
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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.
Manajemen Pemasaran adalah proses perencanaan
dan pelaksanaan pemikiran, penetapan harga, promosi
serta penyaluran gagasan, barang dan jasa untuk
menciptakan pertukaran yang memenuhi saran-saran
individu dan organisasi.
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Experiences
Events
Properties
Organizations
Information
Ideas
What is Marketed?
Places
Persons
Services
Goods
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Who markets?
Marketer Prospect
Attention
Purchase
Donation
Vote
Response
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Types of Demand
Negative
• Nonexistent
• Latent
• Full
• Overfull
Declining Unwholesome
Irregular
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Markets
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Simple Marketing System
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Key Customer Markets Global Markets
Business Markets Government Market
Consumer
Market
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Markets
Marketplaces Marketspaces
Metamarkets endraya.lecture.ub.ac.id
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Core Marketing Concepts Needs, Wants, and
Demands Target Markets, Positioning,
and Segmentation
Offerings and Brands
Value and
Satisfaction
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Core Marketing Concepts Marketing
Channels
Competition Marketing Environment
Supply Chain
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The New Marketing Realities
New
Company
Capabilities
Major
Societal
Forces
Information
Technology
Globalization
Increased
Competition
Consumer
Information
Communicate
/Customer
Collect
Information
Differentiate
Goods
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Who is Responsible for Marketing?
Chief Marketing Officer
(CMO)
Entire Organization Marketing Department
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Holistic Marketing
Marketing Concepts
Selling Product Production
Mass production
Mass distribution
Quality
Innovation
Unsought
goods
Overcapacity
Create, deliver, and
communicate value
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Holistic Marketing Dimensions
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Relationship Marketing
Build long-term
relationships
Develop marketing
networks
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Integrated Marketing
Create, communicate,
and deliver customer
value
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Internal Marketing
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Performance Marketing
Social Responsibility
Financial Accountability
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The Four P’s of the Marketing Mix
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Developing market strategies and plans
Capturing marketing insights
Connecting with customers
Building strong brands
Shaping market offerings
Delivering value
Communicating value
Creating long-term growth
Marketing Management Tasks
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LOGO
Join UB Be The Best
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