PENGANTAR MANAJEMEN

MANAGING MARKETING

Oleh:
Salix Fini Maris
 Marketing is a management process that identifies,
anticipates and supplies consumer requirements
efficiently and effectively.

Marketing is often closely tied to the business strategy.

All organizations need to give value for money, and so
need to be aware of their customers, sensitive to
changing needs and organized to deliver those needs.
 4 Steps in Managing Marketing

Strategic marketing
analysis

Marketing Mix

Marketing
Implementation

Marketing Control
A model of consumer buying behaviour

• Awareness of unsatisfied need

Consumers become aware of a need that they want to
satisfy in two ways. The first is self-discovery. Consumers
also become aware of an unsatisfied need by receiving
some marketing communication from an organization.

• Search for information

Consumers search for information that will help them
decide which product to buy. Sources that provide this
information is personal experience, family and friends
and information from organizations.
A model of consumer buying behaviour

• Compare alternatives
The more information a consumer has collected, the
longer he or she will spend comparing different
products against set criteria.

• Buy selected product

At this stage of the process other factors may intrude –
out of stock, a price cut on an alternative, or the
advice of the salesperson may influence decisions.
A model of consumer buying behaviour

• Post-purchase evaluation
The final stage of the buying process is when the
customer compares pre-purchase expectations with
post-purchase reality. If expectation matches reality
then the consumer is more likely to buy in the future.
At this stage, consumer communications can affect
future decisions.
 Consumer marketing and industrial marketing

There are two categories of organizational marketing:

(a) consumer marketing, which concerns creating and delivering

products to satisfy consumers, and

(b) industrial or business-to-business (B2B) marketing, which aims

to satisfy the needs of businesses.
 A marketing orientation

1 2 3 4

Product Production Marketing

Sales orientation
orientation orientation orientation
Focus on their Uses production Aims to shift as much
efficiency and cost of Focuses on satisfying
technological of a product as it can consumers and
strengths and materials to as quickly as
determine the building mutually
expertise. possible. satisfying
quantity and price of
goods to be relationships.
produced
A marketing orientation
Benefits of a marketing orientation

Marketers assert that the most effective way of

achieving organizational objectives is through
consumer satisfaction.

Organizations with a marketing philosophy still have

to assess product features, efficient levels of
production and sales targets, but decisions about
these matters are not the focus of organizational
activities.

Instead, consumer demands determine product

development, levels of production and sales targets.
Benefits of a marketing orientation

By identifying and monitoring consumer demands,

marketing-oriented organizations are able to
respond to these demands and ensure that the
products they offer satisfy consumers.

Above all else, the adoption of the marketing

orientation offers stability in the marketplace
Benefits of a marketing orientation
Managing the marketing function

Marketing requires a central position, in which the

marketing department links the consumer and the
enterprise.

The responsibility of marketing is to research the

marketplace and decide which consumer demands the
organization can satisfy most effectively.

That decision, and the marketing tools to use, are the

responsibility of the marketing manager. The marketing
manager gathers information to plan direction, creates a
marketing organization, leads staff and other players and
controls the activity by evaluating results and taking
corrective action.
Managing the marketing function

Each organization will have a micro-environment; it

comprises the stakeholders (public, suppliers, marketing
intermediaries, consumers, competitors) with which the
organization regularly interacts. All organizations have
some control over changes in their micro environment and
the likely impact these will have upon their marketing
activities.

The macro component of an organization’s marketing

environment is more remote and will be similar for all
those in the same industry. Organizations have little direct
influence over their macro-environment, which consists of
the PESTEL factors.
Marketing as an information-intensive activity

A marketing information system is the systematic process for the collection,

analysis and distribution of marketing information.

To keep in touch, marketing managers need a marketing information system to

provide accurate and up-to-date information.

A marketing information system contains internal and external sources of data

and mechanisms to analyse and interpret the data.
 Market Strategy

1 2 3 4

Segmentation Targeting Positioning Value Proposition

Dividing the market Subgroup chosen as Process of designing Statement of the

into distinct groups focal point for the and representing functional,
of consumers based marketing program one’s product or emotional, and self-
on shared and advertising service so that it will expressive benefits
characteristics campaign occupy a distinct and delivered by the
valued place in the brand that provide
target consumer’s value to customers
mind
 Segmenting markets
Is the process of dividing markets comprising the heterogeneous needs of many consumers
into segments comprising the homogeneous needs of smaller groups.

Demography Geography Socioeconomic

Segmenting market Segmenting Segmentation on

by using markets by the basis of
demographic country, socioeconomic
variables such as organizations variables – such
age, gender and have been able to as income, social
education level. ‘think global but class and lifestyle.
act local’.
 4P marketing mix

1 2 3 4

Product Price Promotion Place

Decisions about the
Price is the value Decisions about the
Decisions about ways in which
placed upon the information that will
which products to products can be
goods, services and encourage consumers
develop will establish most effectively
ideas exchanged to buy a product
the range of goods distributed to the
between organisations
and services an final consumer,
and consumers.
organization offers either directly or
through
intermediaries.
 4C Marketing Mix

1 2 3 4

Customer Cost Convenience Comunication

Focus on filling a Deciding how much To make the product Sharing information
void in the money to spend on cost effective and about your company
customer’s life operational, simple enough for and products with
marketing, the customer to the customer
investment, etc attain the product
Costumer Value

How much is a product or service worth to a customer that drives

the customer’s decision to buy.

Costumer Satisfaction
How well do a company’s products, services, and overall customer
experience meet the expectations that drive them to repurchase
and give recommendations to others.
THANKS!

CREDITS: This presentation template was created by

Slidesgo, including icons by Flaticon, and infographics
& images by Freepik.