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What does the term marketing mean?

Old Sense:

Marketing only as selling and

advertising.
New Sense:

Satisfying customer needs

Definisi Pemasaran:
A social and managerial process by which
individuals and groups obtain what they need
and want through creating and exchanging
products and value with others. (Kotler, 1996)

Konsep Inti Pemasaran:

Non profit org

Customers
Exchange
Transactions

Value
Products: Satisfaction
Quality

G
A
P
S

Needs
Market Demand
&
Wants

Relationship

Marketing Gaps:
P
R
O
D
U
C
E
R
S

Spatial

Time

Informational

Ownership

Value

C
U
S
T
O
M
E
R
S
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Inti Pemasaran adalah Pertukaran

Marketing is the exchange, which take places between

consuming groups and supplying groups (Alderson, 1957)

Marketing is the discipline of exchange behavior, and
it deals with problems related to this behavior (Bagozzi,
1975)
Marketing is a social process by which individuals and
groups obtain what they need and want through creating
and exchanging products and value with other (Kotler,
1984)
Marketing is the process planning and executing the
conception, pricing, promotion and distribution of ideas,
goods, and service to create exchange that satisfy
individual and organizational objectives (Marketing News,
1985)

Syarat Pertukaran (Exchange):

Paling sedikit terdapat 2 kelompok (parties)
Setiap party menawarkan sesuatu yang

bernilai kepada kelompok lainnya

Setiap party mampu berkomunikasi dan
mendeliverikan
Setiap party bebas untuk menerima dan
menolak tawaran
Kondisi setiap party menjadi lebih baik
dibanding kondisi sebelum terjadinya
pertukaran
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Marketing Management
Definition:
The analysis, planning, implementation, and control of

programs designed to create, build, and maintain beneficial

exchanges with target buyers for the purpose of achieving
organizational objectives.

Customer and Demand Management:

Increasing demand
Reducing demand (demarketing)

Building Profitable Customer Relationship

Retain current customers
Build lasting customer relationships

Marketing Management Orientations

5 konsep alternatif dalam aktivitas
pemasaran
KONSEP
FOKUS
1. Produksi
(production)

Produksi dan distribusi

2. Produk (product)

Kualitas produk

3. Penjualan (selling)

Produk yang ada

4. Marketing

Kebutuhan & kepuasan

pelanggan

5. Societal Marketing

Pelanggan dan
masyarakat
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Customer Relationship
Management/CRM
Marketing managements crucial task is to create

profitable relationships with customers

CRM is the overall process of building and
maintaining profitable customer relationships by
delivering superior customer value and satisfaction

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Attracting, Retaining,
& Growing Customer
Relationship building blocks: customer value and

satisfaction

Customer value,
A customer buys from the firm that offers the highest customer
perceived valuethe customers evaluation of the difference
between all the benefits and all the costs of marketing offer
relative to those of competing offers.
Example: Toyota versus Honda
Customer satisfaction
The extent to which a products perceived performance
matches a buyers expectations

Customer loyalty and retention

Growing share of customer
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Building customer relationship &

customer equity
Customer equity
The more loyal the firms customer, the higher the

firms customer equity

Customer relationship levels and tools

Example: Procter & Gamble (not phone all) versus

P&G
Example: frequency marketing program, Garuda
versus SIA

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Marketing
Channels

Technologicalnatural environment
g
tin g
ke in
ar n
M l an
p

M
an ar k
al eti
ys ng
is

Demographiceconomic
environment

Product

Target
Place customer

M
a
co rke
nt tin
ro g
l

Politicallegal
environment

Source: Principles of Marketing, 7th ed, by

Philip Kotler & Gary Amstrong

Promotion

Price

Publics

im M
p l ar
em ke
en tin
ta g
tio
n

Suppliers

Competitors

Socialcultural
environment

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Marketing Process
Analyzing marketing opportunities
Macro environment; Micro environment;
Consumer buyer behavior
2. Selecting target markets
Demand measurement and forecasting;
Market segmentation; Market targeting;
Market Positioning
3. Developing marketing mix
Product; Price; Promotion; Place
1.

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