Marketing : aktivitas dan proses untuk menciptakan, mengkomunikasikan, mengantarkan, dan bertukar Good marketing research: scientific method,

h: scientific method, creativity, multiple research methods, accurate model building,

penawaran yang memiliki nilai bagi pelanggan, klien, mitra, dan masyarakat luas. cost-benefit analysis, healthy skepticism, & an ethical focus.
Marketing management : seni dan ilmu untuk memilih target pasar dan mendapatkan, mengelola serta
menambah pelanggan melalui penciptaan, pengantaran,
dan mengkomunikasikan nilai unggul kepada pelanggan.
Market entities : Goods, Services, event, experiences, persons, places, properties, organizations.
8 demand states : negative (konsumen gak suka dan bahkan rela bayar untuk menghindar), nonexistent
(konsumen ga tau dang a tertarik), latent (konsumen sangat butuh tp ga puas dengan produk yang sdh ada),
declining (konsumen mulai jarang beli), irregular (konsumen beli tergantung season/waktu), full (konsumen
rutin beli), overfull (konsumen mau beli yang memuaskan), unwholesome (konsumen tertarik produk yang
tidak ada konsekuensi sosial).
Marketers : berkemampuan utk menstimulasi kebutuhan akan produknya yang ditawarkan. Mereka
berupaya mempengaruhi tingkat, waktu dann komposisi permintaan.
Key Cust Market : Cust, business, global, & non profit/governmental.
Need : basic human requirements such as food, water.
-type : stated (inexpensive car), real (cas whose operating cost, non initial price is low), unstated (cust expect
good service from delaer), delight (cust want gps onboard), secret (cust want friends see him as savvy cust).
Wants : satisfy object for human such as recreation.
Demands : wants specific product based on ability to pay.
Market segment : demographic, psychographic, behavioral differences.
Marketing channels : komunikasi, distribusi dan service
Broad environment : demographic, economic, social-cultural, natural, technological, & political-legal.
Task environment : marketer produce, distribute dan promote the offer.
New major societal forces: network information technology, globalization, deregulation, privatization,
heightened competition, industry convergence, retail transformation, disintermediation, cust buying power,
cust information, cust participation, cust resistance.
Marketing concepts: (old: production, product, selling), marketing & holistic concept.
Holistic concept:
-Based on the development, design, & implementation of marketing programs, processes, & activities that
Marketing research firms: syndicated-service, custom marketing, or specialty-line.
recognize their breadth & interdependenciess.
2 approaches measuring marketing productivity: Marketing metrics (the set of measures that helps them
-Recognizes that everything matters in marketing & that a broad, integrated perspective is often necessary.
quantify, compare, & interpret their marketing performance) to assess marketing effects; Marketing-mix
Relationship marketing (custs/channel/partners), Integrated marketing (communications/ products &
modelling (analyze data from variety of sources, such as retailer scanner data, company shipment data,
services, channels), Internal marketing (employees), Performance marketing (socially responsible).
pricing, media, & promotion spending data, to underst& more precisely the effects of specific marketing
New marketing mix 4 P’s: (instead of Price, Product, Place, Promotion): People, Processes, Programs,
activities) to estimate causal relationships & measure how marketing activity affects outcomes.
Performance.
Marketing dashboards: a structured way to disseminate the insights gleaned from these two approaches
Value delivery process: within the organization.
1. Choosing (identifying) the value: STP (segmentation, targeting, positioning).
Traditional pyramid: management, frontline, custs, modern: other way around. Cust perceived value (CPV):
2. Providing (delivering) the value (features, prices, distribution).
difference between: total cust benefit (product, services, personnel, & image benefit) & total cust cost
3. Communicating the value (sales force, internet, advertising, promotion).
(monetary, time, energy & psychological cost).
Holistic marketing: value exploration, value creation, & value delivery (with the purpose of building long-
Buyer’s satisfaction: function of the product’s perceived performance & the expectations.
term, mutually satisfying relationships & co-prosperity among key stakeholders).
Cost of attracting new cust is estimated to be 5x cost of keeping a current cust happy.
Value chain: tool for identifying ways to create more cust value.
Value proposition: whole cluster of benefits company promises to deliver.
1. 5 primary activities: inbound logistics, operations, outbound logistics, marketing, service.
Value delivery system: all the experiences the cust will have on obtaining/using the offering.
2. 4 support activities: procurement, technology development, HRM, firm infrastructure.
Satisfaction measurement teknik: periodic surveys, cust loss rate, mystery shoppers.
Strong companies develop superior capabilities in managing core business processes, such as: the market-
Quality: the totality of features & characteristics of a product or service that bear on its ability to satisfy
sensing process, new-offering realization process, cust acquisition process, cust relationship management
stated or implied needs.
process, fulfillment management process.
Profitable cust: person,household,or company that revenue stream exceeding by acceptable amount the
Core competence: source of competitive advantage & makes significant contribution to perceived cust
company’s cost stream for attract, sell, & serve that cust.
benefits, has applications in wide variety of markets, is difficult to imitate.
Cust lifetime value (CLV): net present value of the stream of future profits expected over the
Strategic planning at 4 levels: corporate, division, business unit, & product. (Planning, implementing,
cust’s lifetime purchases.
controlling)
Cust relationship management (CRM): the process of carefully managing detailed information about
Strategic marketing plan: lays out the target markets & the firm’s value proposition, based on an analysis of
individual custs & all cust “touch points” to maximize loyalty.
the best market opportunities.
Touch point: any occasion on which a cust encounters the brand & product.
Tactical marketing plan: specifies the marketing tactics, including product features, promotion, merch&ising,
Personalizing marketing: making sure the brand & its marketing are as relevant as possible to as many custs
pricing, sales channels, & service.
as possible.
Corporate strategic planning:
Permission marketing: the practice of marketing to custs only after gaining their expressed permission, is
1. Defining the corporate mission (limited goals, policies & values, competitive spheres, long- term view,
based on the premise that marketers can no longer use “interruption marketing” via mass media campaigns.
short, memorable, meaningful);
4-step framework one-to-one marketing: Identify prospect & cust; Differentiate cust in terms of their needs
2. Establishing SBUs (single business, own set of competitors, manager);
& value to ur company; Interact with individual cust to know their needs & build stronger relationships;
3. Assigning resources to each SBU;
Custom products, services, & messages to each cust.
4. Assessing growth opportunities (fill the strategic-planning gap with diversification, integrative or intensive
Cust churn: the loss/defection of cust.
growth).
Marketing funnel: identifies % of potential target market at each decision stage. Building loyalty: interaction,
SBU strategic planning: Mission, SWOT analysis, Goals formulation, Strategic formulation, Program
loyalty programs (FPs, club memberships), institutional ties.
formulation, Implementation, Feedback & control.
Cust database: organized collection of comprehensive information about individual cust or prospects that is
Marketing plan: written document that summarizes what the marketer has learned about the marketplace &
current, accessible, & actionable for lead generation, lead qualification, sale of a product or service, or
indicates how the firm plans to reach its marketing objectives. Contains: executive summary & table of
maintenance of cust relationships. Database marketing.
contents, situation analysis (SWOT), marketing strategy (mission, objectives, etc.), financial projections,
Risks: conduciveness, large investment, difficult for employees, not all cust want relationship.
implementation controls.
cust’s buying behavior is influenced by cultural, social (family), & personal factors (age,occupation, economy,
Marketing information system (MIS): consists of people, equipment, & procedures to gather, sort, analyze,
personality, life style). Of these, cultural factors exert the broadest & deepest influence.
evaluate, & distribute needed, timely, & accurate information to marketing decision makers. 3 components:
brand personality : Sincerity (down to earth, honest, wholesome, & cheerful); Excitement (daring, spirited,
Internal records system (order-to-payment cycle, sales information system, databases, data warehousing, &
imaginative, & up to date); Competence (reliable, intelligent, & successful); Sophistication (upper-class &
data mining); Marketing intelligence system (set of procedures & sources that managers use to obtain
charming); Ruggedness (outdoorsy & tough).
everyday information about developments in the marketing environment); Marketing research system
Perceived risk : functional risk, physical risk, financial risk, social
(allows for the systematic design, collection, analysis, & reporting of data & findings relevant to a specific
risk, psychological risk, time risk.
marketing situation).
Post purchase behavior : satisfaction, action, uses & disposal.
Fad: unpredictable, short-lived & without social/economic/political significance. Trend: directions or
Prospect theory maintains that custs frame their decision
sequences of events that have some momentum & durability. Megatrend: major social, economic, politic, &
alternatives in terms of gains & losses according to a value
technological changes that have long-lasting influence (>7 years).
function
Market demand:
total volume of a Business marketers contrast sharply with cust markets in some
product that would ways, however. They have: Fewer, larger buyers; Close supplier–
be bought by a cust relationships; Professional purchasing; Multiple buying
defined cust group influences; Multiple sales calls; Derived demand; Inelastic demand;
in a defined Fluctuating demand; Geographically concentrated buyers; Direct
geographical area in purchasing.
a defined time Buying situation : Straight rebuy; Modified rebuy; New task.
period in a defined Buying Center : Initiators—Users or others in the organization who request that something be purchased;
marketing Users—Those who will use the product or service. In many cases, the users initiate the buying proposal &
environment under help define the product requirements; Influencers—People who influence the buying decision, often by
a defined marketing helping define specifications & providing information for evaluating alternatives. Technical people are
program. particularly important influencers; Deciders—People who decide on product requirements or on suppliers.;
Company demand: Approvers—People who authorize the proposed actions of deciders or buyers.; Buyers—People who have
company’s formal authority to select the supplier & arrange the purchase terms. Buyers may help shape product
estimated share of specifications, but they play their major role in selecting vendors & negotiating. In more complex purchases,
market demand. buyers might include high-level managers; Gatekeepers—People who have the power to prevent sellers or
Estimate current information from reaching members of the buying center. For example, purchasing agents, receptionists, &
demand: determine telephone operators may prevent salespersons from contacting users or deciders.
total market Supplier Search : catalog sites, vertical markets, “pure play” auction company, spot/exchange markets,
potential, area provate exchanges. Barter markets, buying alliances.
market potential 3 activities target marketing; market segmentation, market targeting, market positioning.
(market build-up Market segments: large, identifiable groups with similar set of needs & wants within a market. (Cust
method or multiple factor index method), industry sales, & market share. characteristics; Cust responses)
Estimate future demand: survey buyers’ intentions, solicit their sales force’s input, gather expert opinions, Segmentation variables: geographic (grassroots), demographic, psychographic (VALS), behavioral. Business
analyze past sales, or engage in market testing. marketers also use: operating variables, purchasing approaches, & situational factors.
Flexible market offering (to all segment members) consist of two parts: Naked solution (product & service
elements all segment members value); Discretionary options (elements that some segment members value).
Useful market segments are: measurable, substantial, accessible, differentiable, actionable.
4 market target levels: Mass market (only by the biggest companies); Multiple segments (e.g. various
demographic groups who seek the same product benefits); Single (or niche) segment (more feasible because
of globalization & the internet); Individuals (customization).
Supersegment: set of segments sharing some exploitable similarity.
Product specialization: sell product to several different market segment.
Market specialization: sell assortment of products to particular cust group.
Strategic brand management process: Identifying & establishing brand positioning, Planning & implementing
brand marketing, Measuring & interpreting brand performance, Growing & sustaining brand value deals with
brand positioning.
Brand: name, term, sign, symbol, design (or combination), intended to identify the goods & services of one
seller or group of sellers & to differentiate them from those of competitors.
Brand elements: different brand components (names, logos, symbols, package designs).
Brand equity: the added value endowed on products & services. It may be reflected in the way cust think,
feel, & act with respect to the brand, as well as in the price, market share, & profitability the brand comm&s.
“Marketing effects uniquely attributable to a brand”.
Cust-based brand equity: the differential effect brand knowledge has on cust response to the marketing of
that brand. 3 key ingredients: Brand equity arises from differences in cust response; These differences are a
result of brand knowledge (all the thoughts, feelings, experiences & beliefs associated with a brand); Brand
equity is reflected in perceptions, preferences, & behavior related to marketing.
Brand promise: the marketer’s vision of what the brand must be & do for cust.
Brandasset valuator model 4 pillars: energized differentiation, relevance, esteem, knowledge. Building brand
equity depends on 3 main factors: The initial choices for the brand elements or identities making up the
brand; The way the brand is integrated into the supporting marketing program; The associations indirectly
transferred to the brand by links to some other entity (the company, country of origin, channel of
distribution, or another brand). Brand elements: devices which can be trademarked, that identify &
differentiate the brand. Criteria: memorable, meaningful, likable, transferable, adaptable, protectable.
Brand contact: any information-bearing experience, whether positive or negative, a cust or prospect has with
the brand, its product category, or its market.
Brand value chain: a structured approach to assessing the sources & outcomes of brand equity & the way
marketing activities create brand value.
Brand audit: a cust-focused series of procedures to assess the health of the brand, uncover its sources of
brand equity, & suggest ways to improve & leverage its equity.
- Measures “where the brand has been”.
Brand tracking: collect quantitative data from cust over time to provide consistent, baseline information
about how brands & marketing programs are performing.
- Tracking studies measure “where the brand is now”, & whether marketing programs are
having the intended effects.
Branding strategy/brand architecture: reflects the number & nature of both common & distinctive brand
elements. (3 choices: new brand elements, apply some exiting, combination.)
Brand extension: use established brand to introduce new product. Line/category extension.
Cust equity: the sum of lifetime values of all cust for a brand.
Positioning: the act of designing a company’s offering & image to occupy a distinctive place in the minds of
the target market.
- Determining a frame of reference by identifying the target market & relevant competition.
- Identifying optimal points of parity & points of difference brand associations given that frame of reference.
- Creating a brand mantra to summarize the positioning & essence of the brand. (3 criteria
mantra: communicate, simplify, inspire.)
Competitive frame of reference: defines which other brands a brand competes with & therefore which
brands should be the focus of competitive analysis.
Category membership: the products with which a brand competes & which function as close substitutes.
Industry: group of firms offering a product/class of products that are close substitutes for one another.
Points-of-difference (PODs): those associations unique to the brand that are also strongly held & favorably
evaluated by cust.
3 criteria: desirability, deliverability, & differentiability.
Points-of-parity (POPs): those associations not necessarily unique to the brand but perhaps shared with
other brand
- Category points-of-parity associations: associations cust view as being necessary to a legitimate & credible
product offering within a certain category.
- Competitive points-of-parity associations: associations designed to negate competitors’
points-of-difference or overcome perceived weaknesses or vulnerabilities of the brand.
Competitive advantage: a company’s ability to perform in one or more ways that competitors cannot match.
Key to competitive advantage: brand differentiation cust must find unique & meaningful market offering.
Market leader (40%) > market challenger (30%) > market follower (20%) > nichers (10%). Competitive
strategies for market leaders:
- Exp&ing total market demand : New cust (market-penetration, new-market segment, geographical); More
usage (additional opportunities/new ways to use the brand).
- Protecting market share : Proactive marketing (responsive, anticipative, creative marketing); Defensive
marketing (position, flank, preemptive, counteroffensive, mobile, contraction defense).
- Increasing market share.
Competitive strategies for market challengers: Define strategic objective & opponent (attack market
leader/firm of own size/small firm); Choose general attack strategy (frontal, flank, encirclement, bypass,
guerrilla).
Competitive strategies for market followers: Hold current cust & find new ones (counterfeiter, cloner,
imitator, adapter).
Competitive strategies for market nichers (leader in small market alternative to large market follower):
- Creating, exp&ing, & protecting niches. (Multiple niches preferable.)
- Key: specialization.
Product life-cycle (PLC): products have limited life, product sales pass different stages, profits rise & fall at
different stages, products require different marketing, financial, manufacturing, & purchasing & human
resource strategies at each stage. (Most PLC are bell shaped; Growth-slump-maturity pattern; Cycle-recyle
pattern; Scalloped pattern)
Product life cycle stages: Introduction (slow growth, min.profits); Growth (rapid sales growth, increasing
profits); Maturity (sales growth slows & profits stabilize); Decline (sales & profits decline). Identify weak
products, develop strategy, & phase them out in way that min.impact on company profits, employees & cust.
Market stages: same except introduction stage is called emergence.
Recession: marketers must explore the upside of possibly increasing investments, get closer to cust, review
budget allocations, put forth the most compelling value proposition, & fine-tune brand & product offerings.
Product: anything that can be offered to a market to satisfy a want or need, including physical goods,
services, experiences, events, persons, places, properties, organizations, information, & ideas.
Cust-value hierarchy: 1. Core benefit, 2. Basic product, 3. Expected product, 4. Augmented product: exceed
expectations (developed countries: brand positioning, competition; emerging countries: competition at
expected level), 5. Potential product: encompasses all the possible augmentations/transformations the
product or offering might undergo in the future (new ways to satisfy custs, distinguish).
Consumption system: the way user performs the tasks of getting & using products & related services.
PRODUCT CLASSIFICATIONS
Nondurable goods (tangible, one or few uses, purchased frequently, available in many locations, charge
small markup, advertise heavily).
Durable goods (tangible, many uses, require more personal selling & service, comm& a higher margin,
require more seller guarantees).
Services (intangible, inseparable, variable, & perishable product that normally require more quality control,
supplier credibility, & adaptability).
Convenience goods: purchased frequently, immediately, & with minimal effort. - Staples: purchased on a
regular basis. - Impulse goods: purchased without any planning or search effort. - Emergency goods:
purchased when a need is urgent.
Shopping goods: characteristically compared on suitability, quality, price, & style. - Homogeneous: similar in
quality but different enough in price to justify shopping comparisons. - Heterogeneous: differ in product
features & service that may be more important than price.
Specialty goods: have unique characteristics or brand identification for which enough buyers are willing to
make a special purchasing effort.
Unsought goods: those the cust does not know about or normally think of buying (e.g. smoke detectors, life
insurances). Require advertising & personal-selling support.
Materials & parts: goods that enter the manufacturer’s product completely.
- Raw materials (farm products/natural products) & manufactured materials & parts.
Capital items: long-lasting goods that facilitate developing or managing the finished product.
- Installations & equipment.
Supplies&business services: short-term goods & services that facilitate developing or managing finished
product. - Maintenance & repair items, & operating supplies.
PRODUCT DIFFERENTIATION
Form, features, (mass) customization, performance quality, conformance quality, durability, reliability,
repairability, style.
SERVICES DIFFERENTIATION
Ordering ease, delivery, installation, cust training, cust consulting, maintenance & repair. Controllable returns
(errors) vs. uncontrollable returns.
Design: totality of features that affect how a product looks, feels, & functions.
Design thinking: very data-driven approach with 3 phases: observation, ideation, implementation.
Product hierarchy: 1. Need family, 2. Product family, 3. Product class, 4. Product line, 5. Product type, 6. Item
(stock-keeping unit or product variant).
Product system: a group of diverse but related items that function in a compatible manner.
Product mix (product assortment): the set of all products & items a particular seller offers for sale. Width,
length, depth, consistency.
Product line managers need to determine which items to build, maintain, harvest, or divest.
Product map: shows which competitors’ items are competing against company X’s items.
Line stretching occurs when a company lengthens its product line beyond its current range, whether down-
market, up-market, or both ways.
Line filling: lengthen product line by addmore items within present range (modernizing, featuring, pruning).
Product mix pricing: the firm searches for a set of prices that maximizes profits on the total mix. - Captive-
product pricing: occurs when products have complements, companies will charge a premium price where the
cust is captured (razor/razorblades). - Two-part pricing: consists of a fixed fee plus a variable usage fee. -
Pure bundling: when a firm offers its products only as a bundle. - Mixed bundling: seller offers goods both
individually & in bundles, normally charging less for the bundle than if the items were purchased separately.
Co-branding (dual branding/brand bundling): two or more well-known brands are combined into a joint
product or marketed together in some fashion.
Ingredient branding: special case of co-branding. Creates brand equity for materials, components, or parts
that are necessarily contained within other branded products.
Packaging: includes all the activities of designing & producing the container for a product. (Primary package,
secondary package, shipping package.)
Growing use of packaging as a marketing tool because of: self-service, cust affluence, company & brand
image, innovation opportunity.
Objectives: identify the brand, convey descriptive & persuasive information, facilitate product transportation
& protection, assist at-home storage, aid product consumption.
Labeling: identify, describe, & promote the product or brand.
Warranties: formal statements of expected product performance by the manufacturer.
Service: any act or performance one party can offer to another that is essentially intangible & does not result
in the ownership of anything. May or may not be tied to a physical product.
Categories of service mix: 1.Pure tangible good, 2.Tangible good with accompanying service, 3.Hybrid (equal
goods/service,like restaurant meal), 4.Major service with minor goods&services, 5.Pure service.
Characteristics of services: Intangibility, inseparability (produced/consumed at same time), variability
(depends who/when/where/to whom provided), perishability (can’t be stored: demand/supply strategies).
New realities 21st century: cust empowerment, cust co-production, & need to satisfy employees & custs.
Marketing excellence: - External marketing: describes the normal work of preparing, pricing, distributing, &
promoting the service to custs. - Internal marketing: describes training & motivating employees to serve
custs well. - Interactive marketing: describes the employees’ skill in serving the client.
Top service companies excel at the following practices: A strategic concept, a history of top-management
commitment to quality, high st&ards, profit tiers (important custs), & systems for monitoring service
performance & cust complaints.
Differentiate brands through primary & secondary service features & continual innovation. Factors leading to
cust switching behavior: pricing, inconvenience, core service failure, service encounter failures, response to
service failure, competition, ethical problems, involuntary switching.
Service-quality model: 5 gaps that cause unsuccessful delivery: Cust expectation management perception
service-quality specification service delivery external communications. Perceived services expected service.
5 determinants of service quality: reliability, responsiveness, assurance, empathy, tangibles. Superior service
delivery: managing cust expectations & incorporating self-service technologies.
Service mix: presale services (facilitating & value-augmenting services), post-sale services (cust service
departments, repair & maintenance systems).
Life-cycle cost: the product’s purchase cost plus the discounted cost of maintenance & repair less the
discounted salvage value.
Price: only element of marketing mix that produces revenue instead of costs.
Reference prices: comparing an observed price to an internal reference price they remember or an external
frame of reference such as a posted “regular retail price”.
Adapting the price: - Geographical pricing (cash, countertrade, barter, consumption deal, buyback, offset). -
Price discounts & allowances (discount, quantity discount - Promotional pricing (loss-leader pricing, special
event pricing, special cust pricing, cash rebates, low-interest financing, longer payment terms, warranties &
service contracts, psychological discount).
-Differentiated/ discriminate pricing (first-degree (separate price each cust), second- degree (volume), &
third-degree price
discriminate (classes:
cust-segment, product-
form, image, channel,
location, & time pricing),
yield pricing)
Price decrease: excess
plant capacity, declining
market share, a desire to
dominate the market
through lower costs,
economic recession.
Price increase: cost
inflation or overdemand.
Initiating & responding to
price changes: initial price
cuts, initiating price
increases, responding to
competitors’ price
changes).