Baru - Aniesa - Pemasaran

The Principle of
Marketing
PROGRAM STUDI S1 ADMINISTRASI BISNIS

SEMESTER GENAP 2016
The Principle of
Marketing
Ch 01. Introduction
What is Marketing?
What is Marketing?
Marketing is an organizational
function and a set of processes
for creating, communicating, and
delivering value to customers
and for managing customer
relationships in ways that
benefit the organization and its
Selling is only the tip of the
iceberg
There will always be need for some
selling. But the aim of marketing is
to make selling superfluous. The aim
of marketing is to know and
understand the customer so well
that the product or service fits him
and sells itself. Ideally, marketing
should result in a customer who is
ready to buy. All that should be
The Evolution of
Marketing 1990s
2000s
1980s
1970s
1960s
1950s FINANCIALLY-DRIVEN
ONE-TO-ONE
UNCERTAIN
TURBULENT
SOARING • ROI Marketing
POSTWAR • Brand Equity Marketing
• Emotional
• Customer Equity Marketing
• Marketing Marketing
• Social Responsibility
• Targeting Warfare • Experiential
Marketing
• • The Four Ps • Global Marketing Marketing
The Marketing Mix • Positioning • Consumer Empowerment
• • Marketing • Local Marketing • Internet and e-
Product Life Cycle • Strategic Marketing • Social Media Marketing
• Brand Image Myopia • Mega-marketing business Marketing
• Tribalism
• Service Marketing • Direct Marketing • Sponsorship
• Market • Lifestyle • Authenticity Marketing
Segmentation Marketing • Social Marketing • Customer Marketing
• Co-creation Marketing
• The Marketing • Societal Marketing Relationship • Marketing Ethics
• The • Marketing 3.0 (Value
Concept Marketing
Broadened • Macro-marketing Driven)
• The Marketing Audit • Internal
• Marketing 1.0 Concept of • Marketing 2.0 Marketing
(Product Centric) Marketing (Customer
Oriented)
What is
The Scope of
Marketing ?
Marketing-Mix
Strategy
The Four P’s
1-9
1-10
The Seven P’s
What can be Marketed?
What can be Marketed?
• Goods (tangible) • Places (Cities,
States, Regions,
• Services Nations)
(intangible) • Properties
• Events (time (Intangible rights of
based—trade ownership of real
shows) estate or financial
properties)
• Experiences
(Walt Disney • Organizations
(Universities,
World’s Magic Museums, Performing
Key Customer Markets
•Consumer markets (personal
consumption) = B2C Marketing
•Business markets (resale or used
to produce other products or
services) = B2B Marketing
•Government markets (Government
Agencies) = B2G Marketing
•Global markets (international)
What Is The Purpose of
Marketing Management?
The Scope of
Marketing Management
Marketing
Analyzing Marketi
The Architectu ng
Business re Evaluati
Landscape (Strategy &
Tactic) on
Arsitektur Melalui
Sebelum Setelah Arsitektur
bisnis berbagai
merancang memahami bisnis pengukuran
suatu gambaran adalah harus dan
strategi lingkunga suatu diselarask manajemen,
bisnis, perlu n bisnis di grand an dengan perusahaan
kepenting harus
dilakukan masa design
an menyeimbang
peninjauan depan yang akan kan
terhadap barulah menjadi berbagai kepentingan
The Scope of
Marketing Management
Analyzing Marketin
The Marketing Marketing g
Business Strategy Tactic Evaluati
Landscape on
Business Produc
Price
Environmen t Distribu Servi Marketin
Managem
t Manage tion/ ce g
ent
Competitor ment Marketin Channel Mana Informat
Brand Manage
g geme ion
Manage ment
Communi nt System &
ment
cation
Sales B2B Researc
Segmenting
Customer Targeting Managem Marke CRM h
Positioning
ent ting
The Purpose of Marketing Management
Increasing the Value to Customer
The value chain

identifying ways to
create more
customer value
because every firm is
a synthesis of
primary and support
activities performed
to design, produce,
market, deliver, and
support its product.
The Purpose of Marketing Management Pembeli
Increasing the Value to Customer (Internal & Eksternal)
(buyer)
menjadi
pelangg
an
Tenaga (custome
kerja r).
Pemodal
(worker) (investor)
menjadi menjadi
pemegang
karyawa
saham
n (sharehol
(people). der).
The Principle of Marketing
Syllabus
1st Half Semester 2nd Half Semester
1 Kontrak Perkuliahan 8 Price Management

Introduction To Marketing
2 Marketing
9
Communication
Understanding The Distribution &
3 Business Landscape
10
Channel Management
Understanding The Sales & B2B
4 Consumer Market
11
Management
Segmenting Targeting
5 Positioning
12 Service Management
Customer
Syllabus
KONTRAK
1
PERKULIAHAN
2 Analyzing The
Marketing
Business Marketing Strategy Marketing Tactic
Evaluation
Landscape
1 1 1
3 7 Product 8
Business Price 1 2 4
Managem Manageme Distribu
Environment Servic
ent nt tion/
Competitor Channel e Marketing
6 Brand 9 Marketing Manage
Manage ment Informatio
Managem Communica ment n System &
ent tion Research
1 1
4 5 Segmenting Sales B2B 3
0
Customer Targeting Manageme Marketi CRM
Positioning
nt ng
The Principle of Marketing Group Task
N Group
1st Half Semester Group Task
o Number
KONTRAK
1
PERKULIAHAN
INTRODUCTION TO
2
MARKETING
Understanding the
3 Business
Landscape
Business Environment Analysis
Melakukan Analisis Lingkungan Bisnis
Understanding the Ekonomi, Sosial dan Budaya, Politik dan
4 1&2
Consumer Market Hukum, Teknologi , Pasar dan
mengetahui kompetitor langsung
maupun tidak langsung
Customer Segment Analysis
Melakukan benchmark kepada tiap
Segmenting
Individual Task & Group Task
Group
No 2nd Half Semester Group Taks
Number
8 Price Management
Marketing
9 Marketing Communication
Communication
Innovation
Sales & B2B
10 Mempresentasikan Inovasi dalam
Management 5&6
komunikasi pemasaran yang
Distribution & terjadi di dunia pemasaran
11 Channel
Management
12 Service Management 7&8
Service Quality Analysis
Customer Melakukan analisis kualitas
13 Relationship pelayanan pada perusahaan
Management jasa.
The Principle of
Marketing
Ch 02. Understanding
The Business Landscape
Syllabus
1
Analyzing The Marketing
Marketing Strategy Marketing Tactic
Business Landscape Evaluation
2 1
6 7 11 14
2
Business Product Price
Environment Management Management
Distribution
Service
/ Channel
Competitor Managem
Managemen Marketing
5 8 ent
t Information
Brand Marketing
Management Communication System &
Research
3 1 1
4 9
Segmenting 0 3
Sales B2B
Customer Targeting CRM
Management Marketing
Positioning
Analyzing The Business Environment
The 4C Diamond Model
Change
Competitor Customer
Company
The 4C Diamond Model
Change
Technolog
y
Pol - Soc -
Economy
Leg Cul
Competitor Customer
Market
Company
Technology Factor
Pace of change
Technolog
y
Unlimited Opportunities
For Innovation
Pol - Soc -
Economy
Leg Cul
Varying R&D
budgets
Market
Increased regulation
of change
Political - Legal Factor
Increase in Growth of special

business legislation interest groups
Technolog (e.g., unfair competition, (e.g., consumerist
y protect society) movement)
Pol - Soc -
Economy
Leg Cul
Market
• Marketing decisions are
strongly affected by
development in political
and legal environment.
• Increase in business
Socio - Culture Factor
• Views of themselves
(pleasure seeker, self-
realization, etc.)
• Views of others (concern
about homeless, crime,
Technolog
y
victims, social surrogates—
television, home video games,
Pol -
Economy
Soc - etc.)
Leg Cul
• Views of organizations
(company downsizing and
Market corporate accounting
scandals, etc.)
• Views of society (defend
society—preservers; run it—
makers; can get from—takers;
Economic Factor
• Market requires
purchasing power as
Technolog
y
well as people.
Pol - Soc - • Purchasing power
Economy
Leg Cul
depends upon current
income, prices, debt,
Market
credit, saving etc.
• Marketers must pay
careful attention to
Market Factor
Demografic Needs & Trends

• Population • Fads (Mode)—short-
lived and without
Technolog growth social, economic,
y
• Population age and political
Pol - Soc - mix significance.
Economy
Leg Cul
• Ethnic markets • Trends—direction
or sequence of
Market
• Educational events that has
groups some momentum
and durability.
• Household
patterns • Megatrends—large
social, economic,
• Geographical political, and
• Trend Augmented Reality
(Restoran virtual Inamo di
• Very Rich People London
Tourism (Space • Tren Mobile Apps
Technology
Tourism) (Aplikasi HalalMinds di
• Gaya Kampanye Jepang)
Politik (Blusukan
Tourism di • Empati sosial
Jogyakarta) Political Social (Dark Tourism,
Economy
Legal Culture Voluntourism,
• Keterbukaan
Reality Travel)
Politik (Safe
Danger Tourism • Digital Narcissism
di Nort Korea (Selfie Tourism,
Market Digital Tourism)
Tourism)
• Aksi vandalisme meningkat • Saving Lifestyle (Discount
(Burning Man Festival = Tourism di Costco AS)
Vandalism Tourism di • E-commerce era
Nevada) (Tiket.com, Traveloka.com,
Pegipegi.com)
Competitor Analysis
Industry Concept
Of Competition
• Number of sellers
and degree of
differentiation
• Entry, mobility,
and exit barriers
• Cost structure /
Switching Cost
• Degree of
Porter’s Five Forces Models vertical
ANALISIS LING.
EKSTERNAL
2) PORTER’S FIVE FORCE MODEL
• Michael Porter (1980)

mengembangkan model
keunggulan bersaing dengan
mengembangkan strategi
pertahanan melalui menganalisis
ancaman lima kekuatan di pasar
(Analisis Lima Kekuatan Porter)
• (1) ancaman produk pengganti,
• (2) ancaman pesaing,
• (3) ancaman pendatang baru,
• (4) daya tawar pemasok,
• (5) daya tawar konsumen.
• Potensi keuntungan kompetitif
akan tinggi bila akumulasi dari
ANALISIS LING.
EKSTERNAL
• 1) Ancaman Produk Pengganti:

Produk pengganti akan
signifikan mempengaruhi laba
potensial industri apabila:
• a) Layanan produk pengganti
• b) Produk pengganti mudah
didapatkan
• c) Harga produk pengganti
menarik/kompetitif
• d) Switching cost
ANALISIS LING.
EKSTERNAL
• 2) Ancaman Pesaing yg Ada di

Pasar:
Intensitas persaingan akan
semakin tinggi jika:
• a) Jumlah pesaing seimbang
• b) Pesaing beragam
• c) Petumbuhan industri lambat
sehingga terjadi perebutan
pasar
• d) Kurangnya diferensiasi
produk
ANALISIS LING.
EKSTERNAL
• 3) Ancaman Pendatang Baru:

Masuknya pendatang baru
dalam suatu industri
tergantung pada:
• a) Loyalitas pelanggan
• b) Diferensiasi produk
• c) Biaya investasi
• d) Biaya peralihan pemasok
(switching cost)
• e) Akses ke saluran distribusi
• f) Kebijakan pemerintah
ANALISIS LING.
EKSTERNAL
• 4) Daya Tawar Pemasok

Pemasok memiliki daya tawar
yg kuat apabila:
• a) Pemasok didominasi oleh
beberapa perusahaan
• b) Tidak terdapat produk
pengganti di industri
• c) Industri tsb bukan satu-
satunya tempat pemasok
memasok produknya
• d) Produk pemasok
berkualitas dan penting
• e) Switching cost yg
ANALISIS LING.
EKSTERNAL
• 5) Daya Tawar Pembeli

Pembeli memiliki daya tawar yg
kuat apabila:
• a) Kelompok pembeli terpusat
atau membeli dalam jumlah
besar
• b) Produk yg dibeli harga
kompetitif dan dalam jumlah
besar
• c) Produk yg dibeli adalah
produk standar dan tidak
terdiferensiasi
• d) Pembeli menghadapi
Porter’s Five Forces
Competitor Analysis
Benchmark Analysis
• Determine which
functions or
processes to
benchmark
• Identify the key
performance
variables to measure
• Identify the best-in-
class companies
• Measure the
performance of best-
TUGAS KELOMPOK 1
Melakukan Analisa Lingkungan Bisnis

dan mengetahui kompetitor langsung
maupun tidak langsung.
The Principle of
Marketing
Ch 03. Understanding the

Consumer Market
PRESENTASI 1
Melakukan Analisa Lingkungan Bisnis

dan mengetahui kompetitor langsung
maupun tidak langsung.
The Principle of
Marketing
Ch 03. Understanding the

Consumer Market
Syllabus
1
2 1
6 7 11 14
2
Distribution
Service
/ Channel
Competitor Managem
Managemen Marketing
5 8 ent
t Information
Brand Marketing
Research
3 1 1
4 9
Segmenting 0 3
Sales B2B
Customer Targeting
CRM
Positioning
Kotler’s Model of Consumer Behavior
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

What Influences
Consumer Behavior?
1. Cultural Factors
2. Social Factors
3. Personal
Factors
What Influences
Consumer Behavior?
1. Cultural Factors
What is Culture?
Culture is the fundamental

determinant of a person’s wants
and behaviors acquired through
socialization processes with
family and other key institutions.

Subculture
Nationalities
Religions
Racial groups
Geographic regions

What Influences
Consumer Behavior?
2. Social Factors
2. Social Classes
Upper uppers (bangsawan)

Lower uppers (milyader)
Upper middles (owner/pengusaha/pro)
Middle class (supervisor/manajer)
Working class (karyawan, pekerja)
Upper lowers (buruh pabrik)
Lower lowers (buruh serabutan)

Characteristic of Social Classes
• Within a class, people tend to behave alike

• Social class conveys perceptions of inferior or
superior position
• Class may be indicated by a cluster of variables
(occupation, income, wealth)
• Class designation is mobile over time

Social Factors
Reference
Family
groups
Social
Statuses
roles

Refference Group: grup yang punya pengaruh langsung & tidak
langsung terhadap keputusan konsumsi
Membership groups
(keanggotaan)
Primary groups
(interact intens,
informal, keluarga,
rekan kerja) groups
Secondary
(interact less, formal,
asosiasi, grup profesi)
Aspirational groups
(figure idola, ingin
menyerupai)
Dissociative groups
(tidak ingin join dan
menyerupai)
Family Distinctions
• Family of
Orientation
(ex: zero
waste, clean
eat)
• Family of
Procreation
(Life
Copyright © 2009cycle)
Pearson Education, Inc. Publishing as Prentice Hall
The Family Life Cycle

Roles & Status
What degree of
status is associated
with various
occupational roles?

What Influences
Consumer Behavior?
3. Personal
Factors
Personal Factors
Age
Self- Life cycle

concept stage
Lifestyle Occupation
Values Wealth
Personality

Kotler’s Model of Consumer Behavior

Key Psychological Processes
1. Motivation 2. Perception
3. Learning 4. Memory

1. Motivation
Maslow’s
Herzberg’s
Freud’s Hierarchy
Two-Factor
Theory of Needs
Theory
Behavior Behavior
Behavior is
is guided by is driven by
guided by
subconscious the lowest,
motivating (intrinsik)
Motivations unmet need
and hygiene (ekstrinsik)
(id, ego, superego)
(piramida kebutuhan)
factors

Maslow’s Hierarchy of Needs

2. Perception
Selective Attention
(focus pada informasi/topik tertentu dalam periode tertentu)
Selective Retention
(memilih hanya informasi yang mendukung, nilai dan minat)
Selective Distortion
(kecendrungan interpretasi info sesuai keyakinan)
Subliminal Perception
(pesan yang disampaikan melampaui ambang batas perspsi manusia)

Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
Stages between Evaluation of
Alternatives and Purchase

TUGAS KELOMPOK 2
Customer Segment Analysis
Melakukan benchmark kepada tiap

perusahaan atau merek yang bersaing
dalam satu kategori produk/industri
yang sama
The Principle of
Marketing
Ch 04. Segmenting,
Targeting & Positioning
The Principle of
Marketing
Ch 04. Segmenting,
Targeting & Positioning
Syllabus
1
Business Landscape Marketing Strategy Marketing Tactic
Evaluation
2 1
6 7 11 14
2
Distribution
Service
/ Channel
Competitor Managem
Managemen Marketing
5 8 ent
t Information
Brand Marketing
Research
3 1 1
4 9
Segmenting 0 3
Sales B2B
Positioning
MARKET STRATEGIC : STP
THEORY
DEFINITION MARKET
SEGMENTATION
DEFINITION MARKET
TARGETING
DEFINITION MARKET
POSITIONING
STP STEPS
STP PROCESS
Market Segmentation
Strategies
Patterns of Target Market
Selection
Market Positioning Strategies
Product Positioning Map /
Perceptual Map
Positioning Map Luxury Car
Positioning Map Athletic
Footwear
Positioning Map Cosmetic
Market Positioning approaches
1. Positioning against a competitor e.g. CFC “Bukan Cuma Ayam”(dibanding
pesaingnya KFC)
2. Positioning within a category e.g. Within the prestige car category, Tesla is
the electric-automobile
3. Positioning according to product benefit e.g. Zact is toothpaste reduce
tobacco, tea or coffee stain
4. Positioning according to product attribute e.g. Pipe POWER, lead-free
(bebas timbal) and non-toxic
5. Positioning for Usage Occasion e.g. Tea Bottle Sosro, "Apapun Makanannya,
Minumnya Teh Botol Sosro”.
6. Positioning along price lines e.g. Indomaret "Mudah & Hemat"
7. Positioning for a User e.g. Johnson and Johnson range of baby products (No
Tears Shampoo)
8. Positioning by cultural symbols e.g. Batik Air (as a culturally appropriate
alternative to the Indonesian Batik)
TUGAS PRESENTASI
Kelompok 3-4
Market STPAnalysis
Menganalisis strategi STP
yang telah dilakukan suatu
perusahaan home and
personal care (kelompok 3)
dan food and beverages
(kelompok 4)
The Principle of
Marketing
Ch 05. Brand Management

Syllabus
1
Evaluation
2 1
6 7 11 14
2
Distribution
Service
/ Channel
Competitor Managem
Managemen Marketing
5 8 ent
t Information
Brand Marketing
Research
3 1 1
4 9
Segmenting 0 3
Sales B2B
Positioning
There are four elements or components of a positioning statement:
1.Target Audience- the attitudinal and demographic description of the core prospect to whom the
brand is intended to appeal; the group of customers that most closely represents the brand’s most
fervent users.
2.Frame of Reference- the category in which the brand competes; the context that gives the brand
relevance to the customer.
3.Benefit/Point of Difference- the most compelling and motivating benefit that the brand can
own in the hearts and minds of its target audience relative to the competition.
4.Reason to Believe- the most convincing proof that the brand delivers what it promises.
Template for a Positioning Statement:

For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of
difference) because only (brand name) is reason to believe).
Orang pintar minumnya Tolak Angin, sebagai produk jamu untuk obat masuk angin, Tolak Angin
merupakan obat herbal pertama yang di proses modern
What is a Brand ?
A brand is a name, term, sign, symbol or
design, or a combination of them,
intended to identify the goods or
services of one seller or group of
sellers and to differentiate them from
those of competitors.
The Role of a Brand
Identify the maker Signify quality
Simplify product
Create barriers
handling and
to entry
decision making
Organize competitive
accounting advantage
Offer legal Secure price

protection premium
What is Branding?
Branding is
endowing products
and services with
the power of the
brand.
Brand Knowledge
Consumer brand knowledge as all descriptive
and evaluative brand-related information stored
in a consumer’s memory.
• Thought
• Beliefs
• Experiences
• Feelings
• Images
Brand Knowledge
Premier Sources Secondary Sources

Brand Elements
Elemen merek (Brand Element) merupakan informasi visual

dan verbal yang dipergunakan untuk mengidentifikasikan
dan membedakan suatu produk/jasa/nama perusahaan.
• Name • Spokespe
• Logo ople
• Symbol • Jingles
• URL • Package
s
• Design
• Signage
• Slogan
Brand Elements
Brand Identity
Brand Identity is a sum of the brand

expressed as a product, organization,
person and symbol
Brand Identity vs Brand
Image (Kapferer Model)
Brand Valuation
How Strong is a Brand Compared
With The Others?
Brand Valuation -- estimating the
total financial value of the brand
What is Brand Equity?
Brand equity (Ekuitas Merek) is the
added value endowed on products
and services, which may be
reflected in the way consumers,
• Brand Awareness
think, feel, and
• Brand Perceived
act with respect
to Value
the brand.
• Brand Association
• Brand Loyalty
Brand Equity (Aaker)
1. Brand Awareness
Kesadaran Merek (Brand Awareness)
adalah kesanggupan seorang calon
pembeli untuk mengenali atau mengingat
Top of Mind kembali bahwa suatu merek merupakan
bagian dari kategori merek tertentu
(Aaker, 1996).
Brand
Recall
Brand
Recognition
Unaware of Brand
Brand
2. Brand Association
Asosiasi Merek (Brand Association)
adalah segala kesan yang mucul di
Product
Country/
Country/
Product
Attributes
Attributes
benak seseorang yang terkait dengan
Geographic Intangibles
Geographic Intangibles
Area
Area ingatannya mengenai suatu merek
(Aaker, 1996).
Customer
Competitors Customer
Competitors Benefits
Benefits
• Product Attributes
Product
Product
Class
Brand
Brand
Associations
Associations
Relative
Relative
Price
• Non-Product
Attributes
Class Price
Life Style/ Use/

Life Style/ Use/
Personality Application
Personality Application
Celebrity/ User/
Celebrity/ User/
Person Customer
Person Customer
3. Perceived Quality Kesan Kualitas Merek (Brand Perceived
Quality) adalah persepsi konsumen terhadap
keseluruhan kualitas atau keunggulan suatu
produk atau jasa layanan (experienced quality)
yang sama dengan maksud yang diharapkannya
(expected quality) (Aaker, 1996).
• Reason to Buy
• Differentiation
• Positioning
• Price
• Extension
• Channel Member
Loyalitas Merek (Brand Loyalty) adalah suatu
4. Brand Loyalty
ukuran keterkaitan seorang pelanggan pada
sebuah merek (Aaker, 1996).
 Pelanggan yang memiliki rasa bangga
dalam menggunakan merek produk.
Committed buyer
 Merekomendasikan orang lain untuk
 Pelanggan yang sungguh menyukai
Likes the menggunakan merek.
brand merek.
 Memiliki pertalian emosional dengan
Satisfied buyer  merek.
Pelanggan yang puas terhadap produk,
with switching harus mengeluarkan biaya apabila ingin
cost berpindah merek.
Satisfied/habitual  Sensitif denganyang
benefit yang dapat
buyer  Pelanggan puas dengan produk
melampaui biaya beralih
atau setidaknya tidakmerek.
merasa tidak
(No Reason to
Change) puas terhadap produk.
 Sensitif dengan yang
 Pelanggan benefit baru.
tidak loyal.
Switchers/price sensitive
(No Brand Loyalty) Product indiferen
 Setiap merek dipersepsikan
memberikan kepuasan yang cukup.
Brand Architecture
Role of Brand in Brand
Portfolios
Branding Naming
Initialism: a name made of initials, such as "ibm“international business machines
Descriptive: names that describe a product benefit or function, such as “attack”
Alliteration and rhyme: names that are fun to say and which stick in the mind, such as
"dunkin' donuts"
Evocative: names that can evoke a vivid image, such as "amazon" or “garuda airlines"
Neologisms: completely made-up words, such as “google"
Foreign word: adoption of a word from another language, such as "samsung"
Founders' names: using the names of real people, (especially a founder's name), such as
"hewlett-packard", "dell", "disney"
Geography: naming for regions and landmarks, such as "fuji film“ and “CFC”
Personification: taking names from myths, such as "nike” dewi kemenangan yunani
Funny: some brands create their name by using a silly pun, such as
“Choccywoccydoodah”
Combination: combining multiple words together to create one, such as "microsoft"
("microcomputer" and "software")
Syllabus
1
Evaluation
2 1
6 7 11 14
2
Distribution
Service
/ Channel
Competitor Managem
Managemen Marketing
5 8 ent
t Information
Brand Marketing
Research
3 1 1
4 9
Segmenting 0 3
Sales B2B
Positioning
The Principle of
Marketing
Ch 06. Product Management

Syllabus
1
Evaluation
2 1
6 7 11 14
2
Distribution
Service
/ Channel
Competitor Managem
Managemen Marketing
5 8 ent
t Information
Brand Marketing
Research
3 1 1
4 9
Segmenting 0 3
Sales B2B
Positioning
What is a Product?
A product is 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, and ideas.
Components of the Market Offering
Value-based
prices
Attractiveness
of the market Services
Product offering
features mix and
and quality
quality
Five Product Levels
Product Clasification
PRODUCT
CLASSIFICATION
PRODUCT
PHYSICAL USE
LIFETIME
TANGIBLE
DURABLE CONSUMER
PRODUCT
PRODUCT PRODUCT
(GOODS)
INTANGIBLE
NON-DURABLE INDUSTRIAL
PRODUCT
PRODUCT PRODUCT
(SERVICES)
Consumer Product
Classification
Industrial Product
Classification
The Product Hierarchy
Product Mixes / Product
Assortment
Product Mixes
CLOSED
CONSISTENCY
WIDTH 6
D
E 1 2 1 1 3
3
P
T 3 1
2
H
3
2
3 1 3 1 2 1
LENGTH LENGTH LENGTH LENGTH LENGTH LENGTH
Line Decision
Line Stretching
The Principle of
Marketing
Ch 07. Price Management

Synonyms for Price
• Rent • Special
• Tuition assessment
• Fee • Bribe
• Fare • Dues
• Rate • Salary
• Toll • Commission
• Premium • Wage
• Honorariu • Tax
Selecting the Pricing Objective
Selecting Price Methods
• Loss-leader
Promotional Pricing Tactics pricing
• Special-event pricing
• Cash rebates
• Low-interest financing
• Longer payment terms
• Warranties and service
contracts
• Psychological discounting
Differentiated Pricing
• Customer-segment
pricing
• Product-form pricing
• Image pricing
• Channel pricing
• Location pricing
• Time pricing
• Yield pricing
The Principle of
Marketing
Ch 08 & 09. Marketing

Communication
Syllabus
1
2 1
6 7 11 14
2
Distribution
Service
/ Channel
Competitor Managem
Managemen Marketing
5 8 9 ent
t Information
Brand Mktg Mktg
Management Com 1 Com 2 System &
Research
3 1 1
4
Segmenting 0 3
Customer Targeting Sales B2B
CRM
Positioning Management Marketing
What are
Marketing Communications?
Marketing communications are

the means by which firms
attempt to inform, persuade, and
remind consumers, directly or
indirectly, about the products and
brands they sell.
INTEGRATED
MARKETING
COMMUNICATION
Above The Line (ATL) Campaign
Print
Artifact
Public Space
Above The Line
Electronic
Retail Ambienc
Symbol
Above The Line Campaign : PRINT
Type of Media Strengths Weaknesses

• Wide reach • Short lifespan
• High coverage • Advertisements get little
• Low costs exposure
Print
Newspapers • Very flexible • Relatively poor reproduction
• Short lead times • Gives poor impact
Artifact
• Speed of consumption • Low attention-getting
controlled by reader properties
Public
Above
Space • High-quality reproduction • Long lead times
The Line which allows high impact • Visual dimension only
Electronic • Specific and specialized • Slow build-up impact
target audiences • Moderate costs
Retail Magazine
• High readership levels
Ambience
• Longevity
Symbol • High levels of information can
be delivered
Above The Line Campaign : Artifact

• High attention-getting • Segment specific (only
Statue / properties people who pass the
Print Human street)
• Persuasive
modified
• Low costs
Artifact
Artifact must be :
Public • Eye Catching
Above
Space • Something new for the audience
The Line • Can speak by itself without many information
Electronic
Retail
Ambience
Symbol
Above The Line Campaign : Public Space
• High reach • Poor image (but
• High frequency improving)
• Low relative costs • Long production time
Print Outdoor
• Good coverage as a • Difficult to measure
support medium
Artifact
• Location orientated
Public • High lengths of exposure • Poor coverage
Space
Above Transport • Low costs • Segment specific
The Line
Electronic • Local orientation • Clutter
Retail
Ambience
Symbol
Above The Line Campaign : Electronic
• Flexible format • High level of repetition necessary
• Use sight, movement and sound • Short message life
Television • High prestige and reach • High absolute costs, clutter
• Mass coverage • Increasing level of fragmentation
Print • Low relative cost so very efficient (potentially)
• Selective audience • Lacks impact
Artifact • Low costs • Audio dimension only
Radio
• Flexible • Difficult to get audience attention
Public • Can involve listeners • Low prestige
Space
Above • High level of interaction • Segment specific
The Line New Media • Immediate response possible • Slow development of infrastructure
Electronic
(i.e. Internet) • Low absolute and relative costs • High user set-up costs
Retail • Flexible and easy to update • Transaction security issues
Ambience
Symbol
Above The Line Campaign : Retail Ambiance

• Can bring the market • Need comprehensive
targeted to the description
Print In Store
atmosphere that
intended to
Artifact
Public
Space
Above
The Line
Electronic
Retail
Ambience
Symbol
• Starbucks can give comfortable place for customer experience
• J-co Donuts show the customer how they produce a donuts

Above The Line Campaign : Symbol

• Can give the brand • Symbol represent good
unique identity or bad about one brand
Print Symbol
• Give power to company
to determine the price
Artifact
Symbol or Logo can be put in any media, and as the repetition reminder for
Public public
Space
Above
The Line
Electronic
Retail
Ambience
Symbol
Symbol or Logo helps products become brands

Below The Line (BTL) Campaign
Sales Promotion
Public Relations
Direct Marketing
Below
The Line
Personal Selling
Sponsorship
Community Involvement
Below The Line Campaign : Sales Promotion
Sales
Promotion
Public
Relations
Direct
Marketing
Below
The Line
Personal
Selling
Sponsorship
Coupon,
Community
Involvement Point of Purchase (POP),
Sampel, Event, Kontes,
Undian
Below The Line Campaign : Public Promotion
Tipe
Keunggulan Kelemahan
Media
Sales •Liputan media •Pesan yang
Promotion gratis ditampilkan
Public •Merupakan media
Relations alat promosi mungkin
Direct dengan biaya tidak sesuai
Below
Marketing yang murah dengan
The Line
•Dapat tujuan
Personal Public perusahaan
Selling
Relatio membentuk
citra positif 100%
Sponsorship ns
Konseling produk, perusahaan •Organisasi
Community
publikasi, CSR, dapat
Involvement service center, kehilangan
hotline services kontrol
terhadap
Below The Line Campaign : Direct Marketing
Tipe Media Keunggulan Kelemahan
• Selektif • Seringkali promosi
Sales • Fleksibel melalui email dianggap
Promotion junk mail
• Mampu menghasilkan
Public promosi dengan tingkat • Efektifitas sangat
Direct kreatifitas yang tinggi tergantung pada target
Relations
Marketing yang ditetapkan
• Personalisasi
Direct
• Biaya efektif
Marketing
Below • Umpan balik lebih cepat
The Line
Personal diperoleh dan akurat
Selling
Medium of Direct Marketing :
Sponsorship • Direct Mail

• Catalogs
Community
• Tele-shopping
Involvement
• Tele-marketing
• Infomercial
Below The Line Campaign : Personal Selling

• Pesan penjualan dapat • Biaya sales force tinggi
Sales
disesuaikan dengan • Harus menginvestasikan
Promotion
kebutuhan konsumen alat yang akan digunakan
• Dapat dengan cepat oleh sales force (mobil,
Public
menanggapi keberatan telepon, biaya telepon)
Relations
dan pertanyaan konsumen • Satu sales force hanya
Personal
Direct Selling • Mempunyai waktu untuk menemui satu konsumen
Marketing mendemonstrasikan pada satu waktu
Below produk
The Line • Mempunyai peluang untuk
Personal
Selling menghasilkan hubungan
jangka panjang dengan
konsumen
Sponsorship
Community
Involvement
Below The Line Campaign : Sponsorship

Sales • Dapat meningkatkan • Tujuan promosi dapat
Promotion brand awareness dan tidak tercapai jika
image event tidak berjalan
Public • Dapat memperluas sesuai harapan
Relations Sponsorship
range of products and
services
Direct
• Adding value to
Below Marketing
services
The Line Personal
Selling Menjadi sponsor berarti mendukung event, aktivitas, orang,
atau organisasi secara finansial atau melalui pemberian
Sponsorship products atau services.
Community
Involvement
Below The Line Campaign : Community Involvement

Sales • Dapat memperkuat • Reputasi jelek suatu
Promotion loyalitas dari tiap komunitas dapat
Community
pelanggan serta mempengaruhi
Public Involvement
menjadikan mereka image perusahaan
Relations “penjual” produk
Direct
Below Marketing
The Line Personal
Selling
Sponsorship
Community
Involvement
The Principle of
Marketing
Ch 10. Sales & B2B

Management

Distribution
Service
/ Channel
Competitor Managem
Managemen Marketing
ent
t Information
Brand Mktg Mktg
Management Com 1 Com 2 System &
Research
Segmenting
Customer Targeting Sales B2B
CRM
Positioning Management Marketing
Definition of Sales Management
The planning, implementing and
control of customer program
that designed to drive sales and
profits of the firm

The Scope of Sales Management
Promotion activity that used to

increase in sales, usage or trial of a
product or the
Driving service
retail process that
distributes the
finished products created by
the business to consumers to
Personal selling is
determine and satisfy
where businesses use
what buyers want
people and
(the require.
"sales force")
Hierarchy of Sales Management
Strategic Level Presiden

V.P. of Sal
National Sales M
Zone Sales Ma
Managerial Level Regional Sales M
District Sales M
Key Account Sale
Operational Level Salespers
Sales Trai
Building The Sales Organization
Customer Based
Product Based
Geographical Based
B2C, B2B, C2C, B2G, C2B, G2B,
G2G
• B2C (Business to Consumer) ex : Amazon.com,
Adidas, Taxi Citra
• B2B (Business to Business) ex : Carefast,
Alibaba.com, Krakatau Steel
• B2G (Business to Government) ex : Control
Atmosphere Storage (CAS) Pura Group
• B2E (Business to Employee) ex : perusahaan jual
saham ke karyawan, perusahaan MLM
• C2C (Consumer to Consumer) ex : Tokobagus.com
dan Berniaga.com
• C2B (Consumer to Business) ex : kerja
freelance
The Principle of
Marketing
Ch 11. Retailing & Channel

Management
What is Retailing?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-166

Store Retailing (Pengecer
Toko)
• Discount
• Specialty store
store • Off-price
• Department retailer
store/Toser • Factory
ba Outlet
• Mini/Midi/Su • Warehouse
per/Hyperm Club
arket/Swala • Boutiqe
yan
Nonstore Retailing (Pengecer
Non-Toko)
Direct Direct
selling marketing
Automatic Buying
vending service
Corporate Retail Organizations
• Corporate chain store

• Voluntary chain
• Retailer cooperative
• Consumer cooperative
• Franchise organization
• Merchandising conglomerate

Retailers’ Marketing Decisions
Target market
Product assortment
Procurement
Prices
Services

Retailers’ Marketing Decisions
(cont.)
Store atmosphere
Store activities
Communications
Locations

What is a Marketing Channel?
A marketing channel system is the

particular set of interdependent
organizations involved in the process
of making a product or service
available for use or consumption.

Channels and Marketing
Decisions
• A push strategy uses the
manufacturer’s sales force,
trade promotion money, and other
means to induce intermediaries to
carry, promote, and sell the
product to end users.
• A pull strategy uses advertising,

promotion,
Copyright andas Prentice
© 2009 Pearson Education, Inc. Publishing otherHall forms of
15-173
Marketing Channel Flows

Consumer Marketing Channels
Industrial Marketing Channels
The Principle of
Marketing
Ch 12. Service Management

What is a Service?
A service is any act of performance

that one party can offer another
that is essentially intangible and does
not result in the ownership of
anything; its production may or may
not be tied to a physical product.

Service Sectors
Private
Government
nonprofit
Business Retail
Manufacturing

Continuum of Evaluation for Different Types of
Products

Physical Evidence and Presentation
Place
People
Equipment
Communication material
Symbols
Price
Copyright © 2009 Pearson

Education, Inc. Publishing
Figure 13.3 A Blueprint for
Overnight Hotel Stay

Consumer-Friendly Services

Figure 13.5 Three Types of Marketing in
Service Industries

Figure 13.6 Service-Quality Model

Gaps That Cause Unsuccessful
Service Delivery
• Gap between consumer expectation and
management perception
• Gap between management perception and
service-quality specifications
• Gap between service-quality specifications and
service delivery
• Gap between service delivery and external
communications
• Gap between perceived service and expected
service

Determinants of Service
Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles

Figure 13.7 Importance-Performance
Analysis

Table 13.3 Customer Importance
and Performance Ratings for
an Auto Dealership

The Principle of
Marketing
Ch 13. CRM
What is CRM ?
CRM is the process of carefully

managing detailed information about
individual customers and all customer
touchpoints to maximize customer
loyalty.
CRM Framework
• Identify prospects and customers
• Differentiate customers by needs and value to
company
• Interact to improve knowledge
• Customize for each customer

CRM Strategies
• Reduce the rate of defection

• Increase longevity
• Enhance share of wallet
• Terminate low-profit customers
• Focus more effort on high-profit
customers
Customer Retention
• Acquisition of customers can cost 5 times more

than retaining current customers.
• The average customer loses 10% of its
customers each year.
• A 5% reduction to the customer defection rate
can increase profits by 25% to 85%.
• The customer profit rate increases over the
life of a retained customer.
Don’t Build a Database When
• The product is a once-in-a-lifetime purchase
• Customers do not show loyalty
• The unit sale is very small
• The cost of gathering information is too high

The Principle of
Marketing
Ch 14. Marketing
Information / Marketing
Marketing Information System
System in which marketing data is formally

gathered, stored, analysed and distributed
to managers in accordance with their
informational needs on a regular basis. Jobber
(2007)
..... for use in making marketing decisions (Kotler,

at al, 2006)
What is Marketing Research?
Marketing research is the systematic

design, collection, analysis, and
reporting of data and findings
relevant to a specific marketing
situation facing the company.
Types of Marketing Research Firms
Syndicated- Specialty-
Custom
service line

The Marketing Research Process
Define the problem
Develop research plan
Collect information Make

decision
Analyze information
Present findings

Sample Customer-Performance Scorecard Measur
• % of new customers to average #

• % of lost customers to average #
• % of win-back customers to average #
• % of customers in various levels of
satisfaction
• % of customers who would
repurchase
• % of target market members with
brand recall
• % of customers who say brand is most
preferred
Marketing
Measuremen
t Pathways
Vocabulary for Demand
Measurement
• Market demand
• Market forecast
• Market potential
• Company demand
• Company sales forecast
• Company sales potential
Estimating Future
Demand
• Survey of Buyers’ Intentions

• Composite of Sales Force
Opinions
• Expert Opinion
• Past-Sales Analysis
• Market-Test Method

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The Principle of

PROGRAM STUDI S1 ADMINISTRASI BISNIS

The value chain

1st Half Semester 2nd Half Semester

1 Kontrak Perkuliahan 8 Price Management

Increase in Growth of special

Demografic Needs & Trends

• Michael Porter (1980)

• 1) Ancaman Produk Pengganti:

• 2) Ancaman Pesaing yg Ada di

• 3) Ancaman Pendatang Baru:

• 4) Daya Tawar Pemasok

• 5) Daya Tawar Pembeli

Business Environment Analysis

Melakukan Analisa Lingkungan Bisnis

Ch 03. Understanding the

Business Environment Analysis

Melakukan Analisa Lingkungan Bisnis

Ch 03. Understanding the

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Culture is the fundamental

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Upper uppers (bangsawan)

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

• Within a class, people tend to behave alike

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Self- Life cycle

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Customer Segment Analysis

Melakukan benchmark kepada tiap

Ch 05. Brand Management

Template for a Positioning Statement:

Identify the maker Signify quality

Offer legal Secure price

Premier Sources Secondary Sources

Elemen merek (Brand Element) merupakan informasi visual

Brand Identity is a sum of the brand

Life Style/ Use/

Ch 06. Product Management

A product is anything that can be

Ch 07. Price Management

Ch 08 & 09. Marketing

Marketing communications are

Type of Media Strengths Weaknesses

Type of Media Strengths Weaknesses

Type of Media Strengths Weaknesses

• J-co Donuts show the customer how they produce a donuts

Type of Media Strengths Weaknesses

Symbol or Logo helps products become brands

Sponsorship • Direct Mail

Tipe Media Keunggulan Kelemahan

Tipe Media Keunggulan Kelemahan

Tipe Media Keunggulan Kelemahan