Marketing

What Is Marketing?

Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. For example, McDonald's fulfills its "i'm lovin' it" motto by being "our customers favorite place and way to eat" the world over, giving it nearly as much market share as its nearest four competitors combined.


Marketing Defined

Broadly defined, marketing is a social and manajerial process by which individuals and organizations obtain what they need and what through creating and exchanging value with others.In a narrower business context, marketing involves building profitable, value laden exchange relationships with customers. Hence, we define marketing as the process by which companies create value for customers and build strong customers relationships in order to capture value from customers in return.


Customer Needs, Wants, and Demands

The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth and safety. Wants are the form human needs take as they are shaped by culture and individual personality. Wants are shaped by one's society and are described in terms of objects that will satisfy those needs. When backed by buying power, wants become demands. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction. Needs is states of felt deprivation. Wants is the form human needs take as they are shaped by culture and individuals personality. Demands is human wants that are backed by buying power.


Market Offerings-Product, Services, and Experiences

Market offerings is some combinations of products, services, information, or experiences offered to a market to satisfy a need or want. Marketing myopia is the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products.


Exchange and Relationships 

Exchange is the act of obtaining a desired object from someone by offering something in return. Marketing consists of action taken to create, maintain, and grow desirable exchange relationships with target audiences involving a product, service, idea or other object. Companies want to build strong relationships by consistenly delivering superior customers value.


Markets

Markets is the set of all actual and potential buyers of a product of service.


Designing a Customer-Driven Marketing Strategy

Marketing management is the art and science of choosing target markets building profitable relationships with them.


Marketing Management Orientations 

There are five alternative concepts under which organizations design and carry out their marketing strategies: the production, product, selling, marketing and societal marketing concepts.


The Production Concept t

Production concept is the idea that consumers will favor products that are available and highly affordable; therefore, the organization should focus on improving production and distribution efficiency.

The Product Concept

The idea that consumers will favor products that offers the most quality, performance, and features; therefore, the organization should devote its energy to making continuous product improvements.

The Selling Concept

The idea that consumers will not but enough of the firm's product unless the firm undertakes a large-scale selling and promotions effort.

The Marketing Concept 

A philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than the competitors do.

 

Manajemen Pemasaran

Manajemen Pemasaran

Senin, 9 September 2013, tepatnya jam 08.00 WIB, saya menghadiri kuliah Manajemen Pemasaran pertemuan pertama dengan Dr.Iskandarsyah, SE, MM. Pak Iskandarsyah mengajar menggunakan metode 3R, yaitu Respect, Respon, Relax. Selama proses belajar mengajar, saya banyak mendapatkan ilmu baru, terutama tentang Manajemen Pemasaran. Wanita lebih memiliki potensi untuk dijadikan sasaran Manajemen Pemasaran, karena setiap inci dari wanita, memiliki potensi untuk ditawarkan berupa produk maupun jasa. Sebagai contoh, pada bagian muka saja wanita memerlukan beberapa produk seperti, eye shadow, maskara, blush on, lipstik, bedak, dsb. Kami juga diajarkan tentang Marketing Mix yang terdiri dari 4P, yaitu :

1. Product. Product yang dimaksud ialah produk yang akan kita pasaran. 
2. Prize, pengertian prize ialah harga. Tentu saja harga yang dimaksud disini ialah harga produk tersebut. Harga suatu produk dapat dipengaruhi oleh kualitas, keanekaragamannya, dsb.
3. Promotion, Promotion ialah promosi. Bagaimana cara kita mempromosikan produk tersebut semenarik mungkin.
4. Place,  Place ialah tempat dimana kita menyimpan ataupun tempat kita memasarkannya.

Di dalam Product, ada yang disebut value added atau disebut juga nilai tambah. Nilai tambah ini sangat berpengaruh terhadap perubahan harga, apalagi jika value added atau nilai tambahnya bernilai tinggi. Sebagai contoh, sebuah sepatu biasa akan berharga biasa apabila tidak ada nilai tambahnya. Tetapi apabila sepatu tersebut dipakai oleh orang yang berpengaruh terhadap masyarakat seperti, artis, presiden, dsb, maka harga sepatu tersebut akan berharga jauh lebih mahal dari sebelumnya. Itu salah satu contoh value added. Product yang dimaksud dapat berupa barang maupun jasa. Kempatnya itu, yaitu Product, Prize, Promotion, dan Place saling berkaitan. Promotion itu sendiri terbagi lima, yang salah satunya ialah Public Relations. Kami juga diajarkan bagaimana cara memperoleh penghasilan tanpa modal yang hanya menggunakan teknologi Internet. Kami juga diajarkan untuk membiasakan diri tersenyum, selain bermanfaat dalam Manajemen Pemasaran, sebagai value added, juga memberikan energi positif terhadap diri sendiri maupun orang lain, dan senyum juga merupakan sedekah. Kita juga harus berpikir positif, karena apabila kita berpikir positif, maka akan berkontribusi besar terhadap apa yang sedang kita kerjakan.