Topics of discussion

1. Why is marketing important?

2. What is the scope of marketing?
3. What are some core marketing
concepts?
4. How has marketing management
changed in recent years?
5. What are the tasks necessary for
successful marketing management?
Topics of discussion
1. Why is marketing important?
2. What is the scope of marketing?
3. What are some core marketing
concepts?
4. How has marketing management
changed in recent years?
5. What are the tasks necessary for
successful marketing management?
 in Simple

Marketing is about identifying and meeting human

and social needs.

Marketing is meeting needs profitably +

sustainability + socially beneficial

→ Profit, Planet, People

 Social Perspectives
Definition and Role

Marketing is a societal process by which

individuals and groups obtain what they
need and want through creating, offering, Deliver high standards of living
and freely exchanging products and
services of value with others (AMA)

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 Managerial Perspectives
Definition and Role

Marketing is the activity, set of

institutions, and processes for creating, introduce and gain acceptance of new
communicating, delivering, and products,
builds demand for products and
exchanging offerings that have value for services,
customers, clients, partners, and society more fully engage in socially
at large responsible activities,
building strong brand and customer
loyalty.

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 From Marketing
to Marketing Management

Marketing management as the art and

science of
Choosing target markets
And getting, keeping, and growing Good marketers are always
customers seeking new ways to satisfy
Through creating, delivering, and customers and beat competition
communicating superior customer value

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 Examples
When eBay recognized that people were
unable to locate some of the items they
When IKEA noticed that people wanted desired most, it created an online auction
good furnishings at substantially lower clearinghouse.
prices, it created knockdown furniture

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 Examples
When Tokopedia recognized that people
were unable to ……., it created …….
When GOJEK noticed that people wanted
……., it created …….

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 Defining Marketing at 21th Century
Forces
1. Network information technology.
The digital revolution has created an Information Age that lead to more
accurate levels of production, more targeted communications, and more
relevant pricing.
2. Globalization.
1) Technological advances in transportation, shipping, and
communication have made it easier for companies to market in, and
consumers to buy from, almost any country in the world.
2) International travel has continued to grow as more people work and
play in other countries.
3. Deregulation.
Many countries have deregulated industries to create greater competition
and growth opportunities.
• The impact of network information tech. in marketing

Profiling consumers accurately

→ Effective targetting
→relevant product
→ Relevant pricing

Efficient data gathering

Smart
manufacturing
Accurate
production level
Transportation system advanced

International
travel
 4 5 6
Privatization Heightened competition Industry convergence

competition among domestic and Industry boundaries are blurring as companies

Efficiency foreign brand recognize new opportunities at the intersection
Increase marketing cost of two or more industries

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4. Privatization.
Many countries have converted public companies to private ownership
and management to increase their efficiency →less subsidize
5. Heightened competition.
1) Intense competition among domestic and foreign brands..
2) raises marketing costs and shrinks profit margins.
6. Industry convergence.
1) Industry boundaries are blurring as companies recognize new
opportunities at the intersection of two or more industries.
2) For example, as Apple, Sony, and Samsung release a stream of
entertainment devices from MP3 players to plasma TVs and
camcorders.
 7 8 9
Retail Transformation Disintermediation Consumer buying power

E-commerce Increase of buying ppower

e-commerce

16
7. Retail transformation.
Store Based VS non store based
1) Store-based retailers face competition from catalog
houses; directmail firms; home shopping TV; and e-
commerce.
2) In response, entrepreneurial retailers are building
entertainment into their stores with coffee bars,
demonstrations, and performances, marketing an
“experience” rather than a product assortment.
In store experience
8. Disintermediation.
1) E commerce created disintermediation (0 level of channel
distribution).
2) In response, traditional companies adding online services
to their offerings.
• Some became stronger contenders than pure-click firms, because they had a larger
pool of resources to work with and established brand names.
9. Consumer buying power.
In part, due to disintermediation via the Internet, consumers
have substantially increased their buying power.
 10 11 12
Consumer information Consumer participation Consumer resistance

E-commerce Increase of buying ppower

e-commerce

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10. Consumer information.
Consumers can collect information in as much breadth and
depth as they want.
1) They can access online dictionaries, medical information,
movie ratings, consumer reports, newspapers, and other
information sources in many languages from anywhere in
the world.
2) Personal connections and user-generated content thrive
on social media such as Facebook, Flickr (photos),),
Wikipedia, and YouTube (video), TripAdvisor for ardent
travelers,
11.Consumer participation.
1) Consumers have found an amplified voice
to influence peer and public opinion.
2) In recognition, companies are inviting
them to participate in designing and even
marketing offerings
12.Consumer Resistance.
Many customers today feel there are fewer
real product differences, so they show less
brand loyalty and become more price- and
quality-sensitive in their search for value, and
less tolerant about undesired marketing.
 Group Discussion

Describe 5 things marketers can

do to leverage and anticipate 12
marketing trends

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 Tugas Kelompok
• Tiap kelompok membuat paper dengan pilihan topik sebagai
berikut:
– The impact of network information tech. in marketing (ex. smart
manufacturing)
– The impact of Transportation system advanced in marketing
– Industry convergence
– Response of store based retail toward retail transformation
• Paper dibuat dalam bentuk slide presentasi dengan
Sistematika paper: cover, latar belakang, deskripsi contoh
kasus perusahaan, kesimpulan.
• Penilaian meliputi: kualitas isi, kemenarikan slide, dan kualitas
presentasi
• Marketing channels: communication channels,
distribution channels (retailer, agents,
wholesalers for indirect and internet, mail,
phone for direct; , service channel
FINISH
(warehouse, transportationcompanies, bank,
insurance)