MARKETING MANAGEMENT OPERASIONAL CONTROL POINT

ACARA

1. Marketing management Dr. Drs. Ag. Sunarno Handoyo , SH, SPd , MM Kotler & Keller 14 th Edition FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MURIA KUDUS

2. Defining Marketing for the 21 st Century Chapte r 1

3. Discussion Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed in recent years? What are the task necessary for successful marketing management? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 25

4. J obs Profits G i vi ng Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 25

5. Define d 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. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 25

6. Define d 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. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 25

7. • • • • • • Experiences Events Properties O r ga n i z a t i o ns Information Ideas What is Marketed? Pla ces P er s o ns Services G oo ds Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 25

8. Who markets? Ma rk e ter Pr o s p e ct Response A t t e nt i o n Purchase Donation Vote Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 25

9. Types of Demand N e g a tiv e • • • • N o n e xist e n t Latent Full Ove rf ull Declining U n w h o l e s o me I rre gular Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 25

10. Markets Figure 1.1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 25

11. Simple Marketing System Figure 1.2 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 25

12. Key Customer Markets Global Markets Business Markets Government Market Consumer Market Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 25

13. Markets Marketplaces Ma r k e t s p a c e s Metamarkets Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 25

14. Core Marketing Concepts Needs, Wants, and Demands Target Markets, Positioning, and Segmentation Offerings and Brands Value and Satisfaction Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 25

15. Core Marketing Concepts Marketing Channels Competition Marketing Environment Supply Chain Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 25

16. The New Marketing Realities Globalization Information T ech nology Increased Competition Consumer Information Communicate w /Cu stomer Collect Infor mation Differentiate Goods Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 25

17. Who is Responsible for Marketing? Chief Marketing Officer (CMO) Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 25 Entire Organization Marketing Department

18. Holistic Marketing Marketing Concepts Selling Product Production Mass production Mass distribution Quality I n n o v ation Unsought goods Overcapacity Create, deliver, and communicate value Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 25

19. Holistic Marketing Dimensions Figure 1.3 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 25

20. Relationship Marketing Build long-term relationships Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 25 Develop marketing networks

21. Integrated Marketing Create, communicate, and deliver customer value Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 25

22. Internal Marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 25

23. Performance Marketing Social Responsibility Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 25 Financial Accountability

24. The Four P’s of the Marketing Mix Figure 1.4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 25

25. 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 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 25