Strategic Marketing

Management
Session 1
Understanding Marketing Management

Lecturer: Chico Adhibaskara Ekananda Hindarto

Indonesia Banking School
The Scope of Marketing
• Marketing is about identifying and meeting human
and social needs.

• Marketing is the activity, set of institutions, and

processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large (American
Marketing Association).
Marketing Management
• The art and science of choosing target
markets and getting, keeping, and growing
customers through creating, delivering,
and communicating superior customer
value.
• A marketer is someone who seeks a
response – attention, a purchase, a vote, a
donation – from another party, called the
prospect.
 • Goods
• Services
• Events
• Experiences

What is Marketed?
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
A Simple Marketing System
Communication

Goods/Services
Industry Market
(a collection of sellers) (a collection of buyers)
Money

Information
 • Needs: the basic human
requirements.

Core Marketing • Wants: specific objects that

might satisfy the need.
Concepts • Demands: wants for specific
products backed by an ability
to pay.
Core Marketing Concepts
• Marketing environment
• Segmentation, Target markets, Positioning
• Marketing mix: Product, Price, Promotion,
Place
• Modern marketing management: People,
Process, Programs, Performance
 Performance Marketing

FINANCIAL ENVIRONMENTAL SOCIAL IMPACT

ACCOUNTABILITY IMPACT
 Marketing Management Tasks
1 Developing market strategies and plans.

2 Capturing marketing insights

3 Connecting with customers

4 Building strong brands

5 Creating value

6 Delivering value

7 Communicating value

8 Creating successful long-term growth

 Choosing the value

The value delivery Providing the value

process

Communicating the value

 Market-sensing process

New-offering realization process

Core business Customer acquisition process

processes
Customer relationship management process

Fulfillment management process

 A source of competitive advantage
and makes a significant contribution
to perceived customer benefits.

Core Applications in a wide variety of

competencies markets.

Difficult for competitors to imitate

Maximizing Core competencies

(Re)define the business concept

(Re)shaping the business scope

(Re)positioning the company’s brand identity

Strategic Planning, Implementation, and Control Process
Assessing growth opportunities

• Intensive growth
• Integrative growth
• Diversification growth
• Downsizing and
divesting older
businesses
The Business Unit Strategic-planning Process

Goal formulation Strategic Elements of

• Arranged formulation success
hierarchically • Overall cost • Skills
• Quantitative leadership • Strategy
• Realistic • Differentiation • Staffs
• Consistent • Focus • Structure
• Style
Porter’s Generic • Systems
Strategies • Shared values
 Executive summary

Table of contents

Situation analysis

Marketing Plan
Contents Marketing strategy

Marketing tactics

Financial projections

Implementation controls
End of Session 1