kuliah satu

7/28/2019 Kuliah Satu

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MARKETING

MANAGEMENT

1

Defininghe21stCentury

Kotler Keller

Dr. Waseso Segoro, Ir. MM.


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MANAJEMEN PEMASARAN

SEMESTER GENAP 2009-2010

Team teaching:

1.IMANUDDIN HASBI

2.MAYA ARIYANTI

3.WASESO SEGORO

4.ENJANG DASA RESI

5.LENI MARTINI


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No Perte

muan

Topik Bahasan Referensi /

Kelompok

1 I Penjelasan umum perkuliahan, intiroduksi manaiemen

pemasaran, pembagian kelompok

Kotler Ch 1&2

2 II Analisis Lingkungan Kotler Ch 3

3 III Analisis Persaingan

Analisis Struktur Industri

Kotler Ch 11

Porter-Ch 1

4 IV Menaksir Pasar Kotler Ch 4

5 V-VI Perilaku Konsumen Kotler Ch 6&7

6 VII Menciptakan Nilai, Kepuasan, dan loyalitas konsumen Kotler Ch 5

7 VIII Ujian Tengah Semester

8 IX Mengidentifikasi Segmen dan Target Pasar Kotler Ch 89 X Menciptakan brand equitydan Membangun brand

positioning

Kotler Ch 9&10

10 XI Memformulasikan Strategi produk Kotler Ch 12&13

11 XII Mengembangkan Strategi dan Program Penentuan

Harga

Kotler Ch 14

12 XIII Mengelola jaringan dan saluran distribusi Kotler Ch 15&16

13 XIV Mengelola Integrated Marketing Communication (IMC) Kotler - Ch 17,18 & 19

14 XV Menciptakan Keberhasilan Pertumbuhan Jangka Panjang Kotler - Ch 20, 21 &

2215 XVI Ujian Akhir Semester


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1-4

CLASS

AGREEMENT


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Buku Teks

Kotler & Keller, Marketing Management13th edition, PrenticeHall International, Inc, 2009.

Michael E. Porter, Competitive Strategy, Free Press, 1998

Donald R Lehman,Analysis for Marketing Plan, 7thEdition, 2009

Bobot Penilaian

Assignment : 30 %

Mid Exam UTS : 30 %

Final Exam UAS : 40 %TOTAL : 100%

MANAJEMEN PEMASARAN


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Tugas / Assignment :

Individu :

Quiz (sebelum UTS & UAS)

Kelompok :Marketing Plan

Group Presentation + Q&A


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TUGAS / ASSIGNMENT

QUIZ : 10%

TUGAS PRESENTASI + PAPER + Q&A : 20%

TOTAL TUGAS : 30 %


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Code of Conduct

Maksimum keterlambatan 15 menit, Matikan telepon selular selama kuliah

berlangsung,

Tata tertib lainnya yang telah diatur dalam

buku pedoman akademik InstitutmanajemenTelkom.

Tidak diperbolehkan keluar kelas selama

kuliah berlangsung! (Ijin harus tertulis dipapan tulis)

Tugas dikumpulkan tepat waktu (no excuse!),

No plagiarism


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1-9

GRADING SYSTEM (DRAFT ?)

A = 90-100

A- = 80-89

B+= 75-79

B = 70-74

B- = 65-69

C+= 60-64

C = 55-59 C- = 50-54

D = 35-49

E =


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1.Introduksi Manajemen Pemasaran

1

Defining Marketing

for the 21st Century

Kotler Keller

Dr. Waseso Segoro, Ir. MM.


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1-11

Chapter Questions

1. Why is marketing important?

2. What is the scope of marketing?

3. What are some of the fundamental marketing

concepts?

4. How has marketing managementchanged?

5. What are the tasks necessary forsuccessful

marketing management?


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1-12


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MARKETING ?

Tarif ke PSTN Rp 195,- per

30 detik!

Tarif sesama Fren Rp

1.388,- se jam!*

Tarif Rp 7 per 30 detik


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1-14

JACK WELCH / GE : CHANGE OR DIE ?
http://images.google.co.id/imgres?imgurl=http://images.businessweek.com/ss/06/08/personalbest_timeline/image/jack_welch.jpg&imgrefurl=http://images.businessweek.com/ss/06/08/personalbest_timeline/source/8.htm&usg=__nBCBaP2Kme4u4WtosJTciUff_2c=&h=448&w=500&sz=98&hl=id&start=3&tbnid=X8fBHeJNTbYwIM:&tbnh=116&tbnw=130&prev=/images?q=jack+welch&gbv=2&hl=idhttp://images.google.co.id/imgres?imgurl=http://images.businessweek.com/ss/06/08/personalbest_timeline/image/jack_welch.jpg&imgrefurl=http://images.businessweek.com/ss/06/08/personalbest_timeline/source/8.htm&usg=__nBCBaP2Kme4u4WtosJTciUff_2c=&h=448&w=500&sz=98&hl=id&start=3&tbnid=X8fBHeJNTbYwIM:&tbnh=116&tbnw=130&prev=/images?q=jack+welch&gbv=2&hl=id


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1-15

What is Marketing?

Marketing is an organizational function

and a set of processes forcreating,

communicating, and delivering value

to customers and for managing

customer relationships

in ways thatbenefit theorganization and its stakeholders.


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What is Marketing Management?

Marketingmanagement is the

artandscience

ofchoosing target markets

and getting, keeping, and growing

customers through

creating, delivering, and communicatingsuperior customer value (SCV).


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exchange = core concept of marketing, five

conditions must be satisfied :

There are at least two parties.

Each party has something that might be of

value to the other party.

Each party is capable ofcommunication

and delivery.

Each party is free to reject the exchange

offer.

Each party believes it is appropriate or

desirable to deal with the other party.


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What is Marketed?

Goods(cars,food,tv,machines)

Services(airlines,hotels,barbers,ca

r rentals) Events (trade

shows,companyanniversaries, globalsporting events)

Experiences (hard rockcaf, climbing mounteverest)

Persons(artists,musicians,CEOs)

Places(cities,states,regions,factories)

Properties (real

estate,financialproperty/stock)

Organizations(company,universities,museums)

Information (health careinformation on lab tests)

Ideas (social marketing)
http://images.google.co.id/imgres?imgurl=http://www.geocities.com/wan_narto86/it_telkom.jpg&imgrefurl=http://netindonesia.net/blogs/wirawan/archive/2008/02/06/no-stttelkom-at-imagine-cup-2008.aspx&usg=__GcNUMEvgh6GiI_0UOn27Y5jN5fY=&h=400&w=400&sz=23&hl=id&start=1&um=1&tbnid=Bcff8CdjQ-K_tM:&tbnh=124&tbnw=124&prev=/images?q=it+telkom&um=1&hl=id&sa=Nhttp://images.google.co.id/imgres?imgurl=http://stttelkomnews.defhosting.net/wp-content/uploads/2008/07/dsc_0001_resize.JPG&imgrefurl=http://stttelkomnews.defhosting.net/2008/07/22/kunjungan-universiti-kebangsaan-malaysia/&usg=__ZHM9DUf-WN24dRc9AA_BWvnT7Z4=&h=500&w=752&sz=165&hl=id&start=5&um=1&tbnid=vbRDBR6_8AYRCM:&tbnh=94&tbnw=141&prev=/images?q=it+telkom&um=1&hl=id&sa=N


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http://images.google.co.id/imgres?imgurl=http://stttelkomnews.defhosting.net/wp-content/uploads/2008/07/dsc_0001_resize.JPG&imgrefurl=http://stttelkomnews.defhosting.net/2008/07/22/kunjungan-universiti-kebangsaan-malaysia/&usg=__ZHM9DUf-WN24dRc9AA_BWvnT7Z4=&h=500&w=752&sz=165&hl=id&start=5&um=1&tbnid=vbRDBR6_8AYRCM:&tbnh=94&tbnw=141&prev=/images?q=it+telkom&um=1&hl=id&sa=Nhttp://images.google.co.id/imgres?imgurl=http://www.geocities.com/wan_narto86/it_telkom.jpg&imgrefurl=http://netindonesia.net/blogs/wirawan/archive/2008/02/06/no-stttelkom-at-imagine-cup-2008.aspx&usg=__GcNUMEvgh6GiI_0UOn27Y5jN5fY=&h=400&w=400&sz=23&hl=id&start=1&um=1&tbnid=Bcff8CdjQ-K_tM:&tbnh=124&tbnw=124&prev=/images?q=it+telkom&um=1&hl=id&sa=Nhttp://images.google.co.id/imgres?imgurl=http://stttelkomnews.defhosting.net/wp-content/uploads/2008/07/dsc_0001_resize.JPG&imgrefurl=http://stttelkomnews.defhosting.net/2008/07/22/kunjungan-universiti-kebangsaan-malaysia/&usg=__ZHM9DUf-WN24dRc9AA_BWvnT7Z4=&h=500&w=752&sz=165&hl=id&start=5&um=1&tbnid=vbRDBR6_8AYRCM:&tbnh=94&tbnw=141&prev=/images?q=it+telkom&um=1&hl=id&sa=Nhttp://images.google.co.id/imgres?imgurl=http://doniismanto.files.wordpress.com/2008/10/telkom.png&imgrefurl=http://doniismanto.wordpress.com/2008/10/31/011108-akhirnya-telkom-akui-penurunan-tarif-pukul-kinerja-keuangan/&usg=__VxRPxmdI0sBQ3URIqWePtsffjuU=&h=441&w=357&sz=47&hl=id&start=1&tbnid=kEmIG3zpg9TmbM:&tbnh=127&tbnw=103&prev=/images?q=telkom&gbv=2&hl=id&sa=G


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1-20

Marketer & Prospect

Marketer, is some one who seeks a

response (attention, a purchase, a vote, a

donation) from another party, called theprospect.

Iftwo parties are seeking to sell somethingto each other, we call them both marketers


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Demand States -> plan for action

Negative/dislike theproduct

Nonexistent/unaware theproduct

Latent/unsatisfied the

product

Declining/less frequently

Irregular/seasonalproduct - four seasons?

Unwholesome/attractedundesireable

Full/buying all product

Overfull/satisfied
http://images.google.co.id/imgres?imgurl=http://images.inmagine.com/img/polkadot/itf136/itf136057.jpg&imgrefurl=http://www.inmagine.com/itf136/itf136057-photo&usg=__-imK1p4NGHwYC1Zxd4loTUxqR8k=&h=400&w=395&sz=29&hl=id&start=123&tbnid=G5L4vruKcyQqgM:&tbnh=124&tbnw=122&prev=/images?q=winter+clothes&start=120&gbv=2&ndsp=20&hl=id&sa=N


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http://images.google.co.id/imgres?imgurl=http://images.inmagine.com/img/polkadot/itf136/itf136057.jpg&imgrefurl=http://www.inmagine.com/itf136/itf136057-photo&usg=__-imK1p4NGHwYC1Zxd4loTUxqR8k=&h=400&w=395&sz=29&hl=id&start=123&tbnid=G5L4vruKcyQqgM:&tbnh=124&tbnw=122&prev=/images?q=winter+clothes&start=120&gbv=2&ndsp=20&hl=id&sa=Nhttp://images.google.co.id/imgres?imgurl=http://images.inmagine.com/img/polkadot/itf136/itf136057.jpg&imgrefurl=http://www.inmagine.com/itf136/itf136057-photo&usg=__-imK1p4NGHwYC1Zxd4loTUxqR8k=&h=400&w=395&sz=29&hl=id&start=123&tbnid=G5L4vruKcyQqgM:&tbnh=124&tbnw=122&prev=/images?q=winter+clothes&start=120&gbv=2&ndsp=20&hl=id&sa=N


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Key Customer Markets

Consumermarkets (mass consumer good)

Business markets (well-trained and well-informed professionalbuyers who are skilled in evaluating competitive offerings)

Global markets (global market places)

Nonprofit/Government markets(church,universities,government agencies)

Markets : a physical place where buyers and sellers gathered tobuy and sell goods.


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1-24Goyang Hebat Mentari Jepara, 19 Nopember 2005


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1-25

Target Audience Matrix
http://images.google.co.id/imgres?imgurl=http://cache.daylife.com/imageserve/06Ia9r48dyfrG/610x.jpg&imgrefurl=http://www.daylife.com/photo/06Ia9r48dyfrG&usg=__porFpq-ePfa1m12sRswO7okzHBU=&h=413&w=610&sz=110&hl=id&start=24&tbnid=Ol0LDDJNZolkhM:&tbnh=92&tbnw=136&prev=/images?q=consumer+market&start=20&gbv=2&ndsp=20&hl=id&sa=N


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http://images.google.co.id/imgres?imgurl=http://cache.daylife.com/imageserve/06Ia9r48dyfrG/610x.jpg&imgrefurl=http://www.daylife.com/photo/06Ia9r48dyfrG&usg=__porFpq-ePfa1m12sRswO7okzHBU=&h=413&w=610&sz=110&hl=id&start=24&tbnid=Ol0LDDJNZolkhM:&tbnh=92&tbnw=136&prev=/images?q=consumer+market&start=20&gbv=2&ndsp=20&hl=id&sa=Nhttp://images.google.co.id/imgres?imgurl=http://cache.daylife.com/imageserve/06Ia9r48dyfrG/610x.jpg&imgrefurl=http://www.daylife.com/photo/06Ia9r48dyfrG&usg=__porFpq-ePfa1m12sRswO7okzHBU=&h=413&w=610&sz=110&hl=id&start=24&tbnid=Ol0LDDJNZolkhM:&tbnh=92&tbnw=136&prev=/images?q=consumer+market&start=20&gbv=2&ndsp=20&hl=id&sa=N


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How Business and Marketing Are Changing

Changing technology(internet,intranet,extranet)

Globalization (other countries)

Deregulatio (local vslongdistance telephonecompanies)

Privatization (privateownership)

Empowerment (expect higherquality)

Customization (producedindividually)

Heightened competition (localvs foreign brand)

Convergence (bluring ICT)

Disintermediation (amazon,created disintermediation in thedelivery of product andservices)


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Marketplace, Marketspace, Metamarket

Marketplace : is a physical as when you shop instore

Marketspace : is digital as when you shop on theinternet

Metamarket : a cluster of complementary

products and services that are closely related inthe minds of consumers but are spread across adiverse set of industries


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http://images.google.co.id/imgres?imgurl=http://rcm-images.amazon.com/images/G/01/rcm/468x336.gif&imgrefurl=http://www.angelfire.com/biz3/alm/almsearch.html&usg=__95QlnM-9lAhBSnsoJDjrhvD3qo4=&h=336&w=468&sz=10&hl=id&start=7&tbnid=00jiO0pu4eSb-M:&tbnh=92&tbnw=128&prev=/images?q=amazon.com&gbv=2&hl=id&sa=G


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http://images.google.co.id/imgres?imgurl=http://rcm-images.amazon.com/images/G/01/rcm/468x336.gif&imgrefurl=http://www.angelfire.com/biz3/alm/almsearch.html&usg=__95QlnM-9lAhBSnsoJDjrhvD3qo4=&h=336&w=468&sz=10&hl=id&start=7&tbnid=00jiO0pu4eSb-M:&tbnh=92&tbnw=128&prev=/images?q=amazon.com&gbv=2&hl=id&sa=Ghttp://images.google.co.id/imgres?imgurl=http://rcm-images.amazon.com/images/G/01/rcm/468x336.gif&imgrefurl=http://www.angelfire.com/biz3/alm/almsearch.html&usg=__95QlnM-9lAhBSnsoJDjrhvD3qo4=&h=336&w=468&sz=10&hl=id&start=7&tbnid=00jiO0pu4eSb-M:&tbnh=92&tbnw=128&prev=/images?q=amazon.com&gbv=2&hl=id&sa=G


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METAMARKET
http://images.google.co.id/imgres?imgurl=http://www.yellowpages.co.id/websearch_images/auto_2000.gif&imgrefurl=http://www.yellowpages.co.id/websearch.aspx?type=&keyword=&p=11&usg=__mdgd86PIoDDuTRtwF6Nrw1YCav4=&h=585&w=585&sz=12&hl=id&start=1&tbnid=5R8j--xEvrSVFM:&tbnh=135&tbnw=135&prev=/images?q=auto+2000&gbv=2&hl=id&sa=Ghttp://images.google.co.id/imgres?imgurl=http://www.yellowpages.co.id/websearch_images/auto_2000.gif&imgrefurl=http://www.yellowpages.co.id/websearch.aspx?type=&keyword=&p=11&usg=__mdgd86PIoDDuTRtwF6Nrw1YCav4=&h=585&w=585&sz=12&hl=id&start=1&tbnid=5R8j--xEvrSVFM:&tbnh=135&tbnw=135&prev=/images?q=auto+2000&gbv=2&hl=id&sa=G


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Company Orientations

Production (Consumers :widely available and inexpensive,Producers : efficiency, low costs and mass distribution)

Product (Consumers :quality.performance,innovative feature,

Managers: making superior products, improving over the time,priced, distributed, advertised and sold properly)

Selling(aggressive selling and promotion effort)

Marketing(make and sell philosophy shifted to a customercenteredsense and respond philosophy)

Holistic Marketing (Relationship Mktg, Integrated Mktg, InternalMktg, Social Responsibility Mktg/ CSR Program)


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1-33CSR PROGRAM


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Marketing Mix and the Customer

FourPs

Product(variety,quality,design,features,brand,packaging,size,services,warranties,return)

Price (listprice,discount,allowances,payment period,credit terms)

Place

(channels,coverage,assortments,locations,inventory,transport)

Promotion (salespromotion,advertising,salesforce,public relations,directmarketing)

FourCs

Customersolution

Customercost

Convenience

Communication


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MENTARI MUDIK

Preloaded = 10K

End User Price = Rp. 12.000

Dealer Price = Rp. 10.000 (approval process)

Benefit:

1. FreeTalk by Usage. Pake Rp 10k dapat Rp 10k

(23 Sep - 9 Jan07)

2. Tarif Ringan Rp 150,-/30 s (s.d 7 Jan 07)

3. Tarif HEBAT ber-5 (s.d 7 Jan 07).4. Bonus 20 SMS

5. Gratis Konten lewat wap.klub-mentari.com

IM3 MUDIK

Preloaded = 10K

End User Price = Rp. 12.000

Dealer Price = Rp. 10.000

Benefit:

Bounus SMS 10 for 10


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Bonus Isi Ulang,

Nelpon Dapat Bonus,

Jagoan Tariff Nelpon.

Berlaku: 1 Jan30 Jun 06

StarOne - Tariff Promo


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1-37

Berlaku 1 Juli 31 Desember 2006

Rp 999 / 1 Jam(Rp 16,65 / Menit)

Panggilan lokal

antar StarOne 24 Jam

* Sudah term asuk PPN

Rp 100 / SMSSMS ke StarOne

dan Selular ISAT

Rp 3 / KBInternet Akses

Rp 199 / 30 detikPanggilan lokal

ke Selular ISAT 24Jam

Rp 299 / 30 detikPanggilan SLJJ

Antar StarOne 24 Jam

Rp 749 / 30 detikPanggilan SLJJ

ke Selular ISAT 24Jam

StarOne Tariff Promo
http://www.klub-mentari.com/http://www.m3-access.com/http://www.klub-mentari.com/http://www.matrix-centro.com/http://www.m3-access.com/http://www.klub-mentari.com/http://www.matrix-centro.com/http://www.m3-access.com/http://www.klub-mentari.com/http://www.matrix-centro.com/


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1-38

Core Concepts Needs, wants, and demands (basic human

requirement / satisfy the need / wants theproduct backed by an ability to to pay)

Target markets, positioning, segmentation(segments present the greatest opportunities /volvo=safety / dividing up the market intosegments)

Offerings and brands (combination ofproducts,services,information,experiene &association in the minds of peopleeg:McDonald:hamburgers,fun,children,

fast food, convinience)

Value and satisfaction (tangible & intangible

benefits and costs, quality-service-price ascustomer value triad / persons comparative

judgment )

Marketing channels (communicationchannel, distribution channel,service/transaction channel)

Supply chain (from raw materials tocomponents to final products to finalbuyers}

Competition ( all the actual andpotential rival offerings andsubstitutes that a buyer mightconsider)

Marketing environment (taskenvironment:co,suppliers,distributors,dealers,customers. and broad

environment::demographic,economic,physical,technological,political-legal,social-culture )

Marketing planning (analyzingmkt,selectingtarget,strategies,program,

marketing effort)

Brand Strategy & Positioning:


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BrandPromise

Mentari has something

for everyone in the

family and friends in an

economical way.

IM3, an innovative

brand for young people

Hemat, Cerdas, Gaul

Matrix helps you

control your mobile

communication needs

Best price Best value

BrandPersonality

Middle age

Hard working

Value conscious

Calm

Sociable warm person

Young, Trendy

Fun loving

Adventurous

Energetic,

Enthusiastic

Light-hearted

Mature

Practical

Simple

Decisive

Active,

rational person,

outspoken, friendly,

fun loving, humor

Psychography Extended Family

Friends

Group Traveler

Value Seeker

Student/campus

Young people

Young at heartEntertainment Seeker

Professional

Workers

Professional &Premium Seeker

The bargain hunter

(not always 1st time

users)Positioning: Cheap,

but not cheap image

(el chipo)

Brand Strategy & Positioning:Creating Brand Image

Brand Strategy & Positioning:


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Brand Target Market Tariff propositionMentari Family&Friends,

Traveler

Age: 25-40

More mature

VOICE FOCUS

Aggressive on national call

Normal on SMS

IM3 Youth, studentAge: 13-25

SMS FOCUSAggressive on SMS

Competitive on national call

Matrix Professional, BusinessPerson, Traveller &

Family

Age: 25-40

More Mature

PREMIUM FOCUS

Mail & Messaging

International Call

StarOne Mass market

Rational people

Age: 20-40

Agressive on local call

Competitive on SMS

Brand Strategy & Positioning:Pricing Proposition


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I want it, I need it.. 5 Types of Needs :

Statedneeds (the customer wants an inexpensive car}

Real needs (the customer wants a car whose operating

cost, not its initial price, is low)

Unstatedneeds (the customer expects good service fromthe dealer)

Delightneeds (the customer would like the dealer toinclude an onboard navigation system)

Secretneeds (the customer wants to be seen by friends asa savvy consumer)

Make and Sell to Sense and Respond Philosophy
http://images.google.co.id/imgres?imgurl=http://www.cars-directory.net/pics/daihatsu/rugger/1985/daihatsu_rugger_a1209928037b1699421_orig.jpg&imgrefurl=http://www.cars-directory.net/gallery/daihatsu/rugger/1985/daihatsu_rugger_a1209928037b1699421_p.html&usg=__MiHDtAUwnJAleSkoYodW2M9kLwU=&h=480&w=640&sz=43&hl=id&start=239&tbnid=R0QEYaKCnLF8FM:&tbnh=103&tbnw=137&prev=/images?q=daihatsu+diesel&start=220&gbv=2&ndsp=20&hl=id&sa=N


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http://images.google.co.id/imgres?imgurl=http://www.cars-directory.net/pics/daihatsu/rugger/1985/daihatsu_rugger_a1209928037b1699421_orig.jpg&imgrefurl=http://www.cars-directory.net/gallery/daihatsu/rugger/1985/daihatsu_rugger_a1209928037b1699421_p.html&usg=__MiHDtAUwnJAleSkoYodW2M9kLwU=&h=480&w=640&sz=43&hl=id&start=239&tbnid=R0QEYaKCnLF8FM:&tbnh=103&tbnw=137&prev=/images?q=daihatsu+diesel&start=220&gbv=2&ndsp=20&hl=id&sa=Nhttp://images.google.co.id/imgres?imgurl=http://www.cars-directory.net/pics/daihatsu/rugger/1985/daihatsu_rugger_a1209928037b1699421_orig.jpg&imgrefurl=http://www.cars-directory.net/gallery/daihatsu/rugger/1985/daihatsu_rugger_a1209928037b1699421_p.html&usg=__MiHDtAUwnJAleSkoYodW2M9kLwU=&h=480&w=640&sz=43&hl=id&start=239&tbnid=R0QEYaKCnLF8FM:&tbnh=103&tbnw=137&prev=/images?q=daihatsu+diesel&start=220&gbv=2&ndsp=20&hl=id&sa=N


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RUSH VS TERRIOS ?
http://images.google.co.id/imgres?imgurl=http://wb4.indo-work.com/pdimage/35/861835_terrios.jpg&imgrefurl=http://indonetwork.or.id/Tracastracoid/861835/toyota-rush-daihatsu-terrios.htm&usg=__6SWlSRoTBS-Nl945PM26coUIKEY=&h=253&w=443&sz=20&hl=id&start=3&tbnid=6L7Sy6PHv6AnEM:&tbnh=73&tbnw=127&prev=/images?q=daihatsu+panther&gbv=2&hl=id&sa=Ghttp://images.google.co.id/imgres?imgurl=http://wb4.indo-work.com/pdimage/35/861835_terrios.jpg&imgrefurl=http://indonetwork.or.id/Tracastracoid/861835/toyota-rush-daihatsu-terrios.htm&usg=__6SWlSRoTBS-Nl945PM26coUIKEY=&h=253&w=443&sz=20&hl=id&start=3&tbnid=6L7Sy6PHv6AnEM:&tbnh=73&tbnw=127&prev=/images?q=daihatsu+panther&gbv=2&hl=id&sa=G


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AVANZA VS ZENIA ?
http://images.google.co.id/imgres?imgurl=http://www.iklanmini.com/adpics/490ffb16a1799748320bbe30c.jpg&imgrefurl=http://www.iklanmini.com/4/posts/18/14/page2.html&usg=__-sKhNrc25XE59nVUaerBx3Hc2Z0=&h=426&w=568&sz=87&hl=id&start=18&um=1&tbnid=KsO-v2Xi-a4JMM:&tbnh=101&tbnw=134&prev=/images?q=avanzaxenia&um=1&hl=id&sa=Nhttp://images.google.co.id/imgres?imgurl=http://www.iklanmini.com/adpics/490ffb16a1799748320bbe30c.jpg&imgrefurl=http://www.iklanmini.com/4/posts/18/14/page2.html&usg=__-sKhNrc25XE59nVUaerBx3Hc2Z0=&h=426&w=568&sz=87&hl=id&start=18&um=1&tbnid=KsO-v2Xi-a4JMM:&tbnh=101&tbnw=134&prev=/images?q=avanzaxenia&um=1&hl=id&sa=N


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Marketing Management Tasks Developing marketing

strategies (concrete mktgplan-strategy & tactics)

Capturing marketing

insights (what is happening

inside and outside thecompany)

Connecting with customers

(develop

strong,profitable,long termrelationships)

Building strong brands

(strengths and weaknesses

of the brand with customers)

Shaping market offerings

(the firms tangible offeringto the market/product:quality,design,features,packaging)

Deliveringvalue (properlydeliver value embodied by

these products & servicesto the target market)

Communicatingvalue(communicate the valueembodied by its products &services to the target

market)

Creatinglong-termgrowth(take a long term view of itsproducts and brands andhow its profits should begrown)


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Mentari Audience Profiles


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The world of Mentari Family

N b l H t P k M t i


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Ngobrol Hemat Pake Mentari

FreeTalk 00:00-05:00

Tarif Hebat ber-5

Zona Lokal LuasOff Peak 150/30 det

Mentari HEBAT NASIONAL


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Mentari HEBAT NASIONAL

HEBATNasional

Tarif HEBAT memberikan benefit discount tarif sampai

dengan 70% bagi 4 nomor tujuan MentariNasionalfavoritnya.

Tarif berlaku dari 16 Januari 2006 s.d 30 April 2006

Semakin Ringan di Jam Sibuk dan Jam Non-sibuk !!


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IM3 Audience Profiles


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IM3 sms bangeetss


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IM3 sms bangeetss

Raja SMS

Voucher SMS

SMS Onnet 100Raja Voucher


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IM3

Voucher SMS


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Voucher Khusus SMSRp100/SMS

ke IM3, Mentari dan Matrix

IM3 - Kartunya ANAK MUDA


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IM3 kartunya anak muda

yang SUPER BISA dan

SUPER HEMAT

Super pas buat kamu

yang GAUL..

IM3 Valentine Program


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IM3 Valentine Program

Content Valentine Love Hunt

Love Test

Love Mate

Love Tips

Love Words Love Movie

Quiz Radio di 5 kota

Event Valentine

Cara: Ketik IM3 ke 9333

Berlaku: 20 Jan28 Feb 06


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Matrix Retail Matrix 5tr0ng


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Matrix Retail - Matrix 5tr0ng

BayarRp 50 ribu

Gratis50 SMS/bulanoffnet

Gratis50 menit/bulanonnet

Tarif FlatRp 50/6detikonnet


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StarOne Audience Profiles


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StarOne Audience Profiles

External Factor


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Tariff Simpati

Diskon 55%

Banten/Jabotabek Jabar

Pkl : 07.00 22.00

Nelpon Gocap.

Nelpon ke sesama esia,

cuma gocap semenit

(Rp.50,-/menit).SMS cuma gocap, Cuma

Esia.

Jam 5.00 7.59 wib,

nelpon ke PSTN

discount 50% dan

nelpon GSM discount25 %

Tariff Kartu As

Flat Rp 20 per detik

sepanjang hari

SMS Cuma Rp 99

Talktime Esia, Rp. 1000/

jam

Tariff Kartu HALO

Rp 650/menit (pkl

20.00 sd 08.00) danRp 800/menit (Pkl

08.00 sd 20.00)


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SUMMARY

Marketingis the process of

Marketerare skilled at managing demand

Business today face a number ofchallenges and

opportunities There are five competing concepts

The holisticmarketing concept

A number ofshifts in recent years as companies seek

marketing excellence The set oftask necessary forsuccessfulmarketing

management


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GROUP ASSIGNMENT NEXT WEEK

Give product examples : Needs vs Wants ?

Marketing Debate :

Does Marketing Create orSatisfy Needs ?

Make slides presentation each group

kuliah satu

Documents