INTRODUCTION

Praise to God all praise belongs to Allah SWT. Which has provided a healthy
favor and had the grace and blessings we could finish the paper that had the title
MARKETTING MIX 4P).
I would like to thanks all my friends who have been taking part in the
making of this paper is to finish eating, and also to all those who helped in the
completion of this paper.
For the perfection of this paper, we expect criticism and suggestions from
readers as we only human who make mistakes. Hopefully this paper for dear
readers.

TABLE OF CONTENTS
Introduction .................................................................................................... ii
Table Of Contents ........................................................................................... iii
CHAPTER I Introduction .............................................................................. 1
1.1. Background ................................................................................................ 1
1.2. Discussion Papers purposes ....................................................................... 1
CHAPTER II Discussion ................................................................................ 2
2.1.

Theoretical basis ........................................................................................ 2

2.1.1 Definition of marketing............................................................................ 3

2.1.2 Main Event marketing ............................................................................ 3
CHAPTER III Discussion ............................................................................. 2
2.2. Discussion .................................................................................................. 2
2.2.1 Marketing Mix........................................................................................... 3
2.2.2 Main Event marketing ............................................................................ 3
CHAPTER IV Closing .................................................................................. 11
Conclusion ...................................................................................................... 11
References ...................................................................................................... 12

CHAPTER I
INTRODUCTION
1.1

Background
Company in running activities both companies are engaged in the services or

goods have the same goal which is to make profit. In addition the company also
wants to give satisfaction to the consumer of the products it produces, as a
barometer of consumer satisfaction of the company's success in producing a quality
product, and desired by consumers.
In achieving the right marketing strategy and best to be applied, one can see the
company's marketing mix of factors. This is important because the marketing mix

is one of the principal considerations consumers in making purchasing decisions of

a product. If the company is not sensitive to what is required by the consumer, it is
certain that the company will lose many opportunities to attract customers and
products offered will be in vain.
Marketing is one of economics that has long been developing, and until the present
time marketing greatly influence the success of a company to survive in the
market. therefore, needs a marketing strategy that can give effect to determine
success or failure in marketing their products. If the marketing strategy
implemented the company is able to market their products properly, it will affect
the company's goals.
1.2

Discussion Papers purposes.

1. To find out what the purpose of the marketing theory and all the activities
associated with marketing.
2. To provide a basic knowledge of how to conduct marketing activities and
what should be done in marketing activities.
3. To find out what is meant by the marketing mix or marketing mix.

CHAPTER II
DISCUSSION
2.1 Theoretical basis
2.1.1 Definition of Marketing
Marketing is a social process managerial in which individuals and groups
obtain their needs and desires by creating, offering and exchanging something of
value to one another. This definition is based on the core concepts, namely: needs,
wants and demands; market, marketing and marketers.

Marketing goal is to know and understand the customer so that the product
that is sold will be suitable in accordance with the wishes of the customer, so the
product can be sold by itself. Ideally marketing led to the customer is ready to buy
so as to be in fikirkan next is how to make these products available.
Definition of marketing by some experts interpreted to be:
1. William J Stanton, stating that:
Marketing is related to the overall internal business activities aimed at planning,
pricing, promoting and distributing goods and services that will satisfy the needs of
both the buyers existing buyers and potential buyers.
2. Philip and Duncan.
Marketing covers all the steps that are used or required to put tangible goods to
consumers.
3. The American Marketing Association.
Marketing includes the implementation of commercial business activities are
directed at the flow of the flow of goods and services from producers to
consumers.
The main function of why the marketing activities carried out:
1. To provide information about the products sold by the company.
2. To influence consumer buying decisions.
3. To create the economic value of the goods.
2.1.2 Main Event marketing
The main activity of marketing or also called marketing mix is a hardware
company that consists of 4 variables of product, pricing structure, promotion and
distribution channels in order to determine the success rate of marketing company
that can give satisfaction in meeting the needs of consumers who selected or
market segment expected.

CHAPTER III
DISCUSSION
3.1 Discussion
3.1.1 Marketing Mix
Kotler (2000) defines that "the marketing mix is a group of marketing
tricks that companies use to achieve their marketing objectives in the target
market". While Jerome Mc-Carthy in Tjiptono Fandy (2004) to formulate the
marketing mix into 4 P (Product, Price, Promotion and Place).
1. Product (Product).
Is a form of organization offers services aimed at achieving this goal
through satisfying the needs and desires of customers. Products here can be
anything (either physical tangible or not) that can be offered to potential customers
untuk.memenuhi specific needs and desires. The products are all offered to the
market to look for, obtained and used or consumed in order to meet the needs and
desires in the form of physical, services, people, organizations and ideas.
The products are the result of activities of production companies that will sell the
company or the company's goods purchased for resale to end consumers (for

trading companies). In discussing what the product as one of the four marketing
mix variables then we divide into 3 parts:
a. Product selection
b. Packaging of goods
c. Brand goods

a. Selection of goods / products

The company's discretion in choosing products that will be sold or the
product to be purchased (for trading companies) is very influential in pricing,
strategy, promotion, which will be done in order to successfully implement the sale
of the marketing function. Selection of appropriate goods or products to be
marketed or in accordance with the behavior of the buyer or consumer purchasing
power will benefit the company so that the company's activities are accomplished
will be able to maintain or enhanced for the sake of survival.
What is important here is how to anticipate the problems that might be
faced by the company due to the stage of the life cycle of goods. The life cycle of
the goods will always occur where at one time if the product has reached the
saturation will experience significant sales decline also occurred the decrease in
revenues. Therefore, before the company was late in addressing travel products in
the product life cycle, the action to be taken is the strategy of what to do or wisdom
of what it would do so before the product is not sold anymore the company has
prepared a new product, as a replacement or a new strategy.

Stages of the life cycle is divided into 5 stages in which for each stage of a
company must install a different strategy or policy to keep the company's survival
is assured. The five stages are as follows:
1. Stage introductions
2. Stage growth
3. Stage of maturity
4. Stage saturation
5. Phase decline

1. Stage Introduction
The introductory stage shows that the goods are marketed completely new
or communities do not yet know or not know that it needs to introduce the goods to
the community through the delivery of information to promotional vigorous and
aggressive emphasize brand sales, its advantages compared with similar products
or how their role for consumers etc.
This introductory stage usually requires a very high promotional costs, while sales
revenue still amounted to little in providing additional revenue producer. The main
objective is the promotion so that consumers know and familiar with the
company's products and started to love it.
2. Stage of Growth
Pertunbuhan stage is indicated by the increase in sales volume quickly
because the product has been put on the appropriate market segment. The work
done in this stage is to lower promotional activity to be replaced by extending and
increasing the distribution to the areas (locations of market segment) that has not
been entered or promotional activities are replaced with price competition with
rival companies.

At this stage emerging rival companies are trying to grab market segments that we
mastered by using strategies that slowly and surely can shift the position of the
company first entered the market.
3. Stage of maturity and saturation
Stage of maturity is the peak period for the company which is indicated by
the increase in sales volume is very high. At this stage the company's products are
well known by consumers, so that very little promotional effort in raising or
increase the volume of sales.
Additional sales volume has been done while the market that we mastered many
have entered competitor's products are gradually eroding segment of our market,
coupled with consumers already begin to look to other similar products that are
likely to have an advantage over many other words consumers already saturated
with products that we sell.
4. Stage deterioration / decrease
The bad consequences of consumer behavior to lower sales volume of the
company so the company had to quickly take the tact that the company is not
bankrupt. As for the wisdom that will be taken by the company in general consists
of 2, namely:
1. Stopping the products that have been unable to compete with the goods
replaced by a completely new and other than the old products. This wisdom can
run smoothly as long as the company has the power that has the ability to create
new motivation, creation, or create items that will replace it.
2. Fixed retains the old stuff but renew attributes both in terms of the length of the
packaging or can also highlight other advantages . If this alternative can not be
done by the company should be able to make stuff that actually requires new

research from the start both in terms of quality , trademarks , wrapping , how to
distribute and others .
b. Packaging of goods
Wrap the item is consideration to two following similar products turned out to have
the same quality of the same quality, taste the same or different relative activities.
So for buyers who are confused by the various brands that will eventually consider
the outer wrap product to be selected. Therefore wrap also plays an important role
in product sales.
c. Brand Goods
Brand goods are expressed with words alone or accompanied by a specific
image for mempertegaskan is very important for companies to differentiate one
company to another. By looking at a person who has been fond of brands or fanatic
for taste, quality or the condition will no longer nemilih in choosing again to buy
enough just to look at a particular image or certain words in a prroduk assume was
enough to decide to buy.
With brands that are subscribed users can save time in buying as it can get
someone else to buy (practically) and make certain budget in wearing it.
Many consumer benefits that can be obtained is evidently
seen also by the manufacturer so often manufacturers use the brand as one of its
marketing strategy with the company producing the goods that are not too different
each using different brands, this is done to control the market.
2. Price (Price)
regarding price mix of strategic and tactical policies such as price levels,
the structure of prices, terms of payment and the rate of price discrimination

between different groups of customers. Price describes the rupiah which must be
issued a consumer to obtain a single product and should the price will be affordable
to the consumer.
Definition of prices according to Philip Kotler is: " price is the amount of
money charged for a product or service. More broadly, price is the sum of all the
value that consumers exchange for the benefits of having or using the product or
service ". Price is the amount of money charged for a product or service. More
broadly, the price is the total value exchanged for consumers to benefit from the
ownership of a product or service. While Stanton defines price: " Price is the
amount of money and or goods needed to acquire some combination of another
goods and its companying services ". The definition above implies that price is an
amount of money or goods that are needed to get a combination of other goods
accompanied by the provision of services. Price is the element of the marketing
mix that is flexible, with a current price will be stable within a certain time but in
instantly prices may also increase or decrease and also the only element that
generates revenue from the sale.
Price is an amount of money to be paid by the user to get the product . In
other words, somebody will buy our goods when the sacrifice incurred ( money
and time ) according to the benefits derived from the prouksi ( Moenroe , 1990) . If
this is associated with a product service , then someone will come to our place if
the time or the funds are being sacrificed to obtain the product of our services in
accordance with the products offered .
Prices and pricing policy is the most widely debated element in marketing.
Price is the only variable marketing strategies related to income, however the price
to bring its own problems. Condous (1983) suggests, "... when charging (charging)
is a must, then the amount should be adjusted to the user's ability."

In terms of services marketing, creativity and management skills most needed in

the matter of pricing. The characteristics owned service led to a significant impact
on pricing. The characteristics owned service led to a significant impact on pricing.
Interesting thing is that the seller often knows in-elastic demand. Therefore, they
set the highest price. But they fail to act otherwise, if menghadpi elastic demand,
despite the lower price will increase unit sales, total revenues, the use of the
facility and may also rise in net profit.
The principle of pricing of goods can also be applied daam pricing
services. Briefly principles of pricing according to Zeithaml and Bitner (1996) is as
follows:
1. Companies must consider a number of factors in determining the price,
which includes: the selection of pricing objectives, determining the level of
demand, cost estimates, analyzing the price set and products offered by
competitors, the selection of pricing method, and determine the final price.
2. The company does not necessarily have to seek profit makasimum through
pricing. Another target they could achieve is covering survival,
memakasimumkan acceptance now, memakasimumkan sales growth,
memakasimumkan mastery (skimming) market and product leadership or
quality.
3. The marketers should understand how responsive demand to price changes.
To evaluate the sensitivity of the price, marketers can calculate the elasticity
of demand, which can be formulated as follows:
Elasticity = Percent ( % ) change in quantity purchased The percentage change
in the price
4. Different types of costs should sipertimbangkan in setting the price ,
including the direct and indirect costs , fixed costs and variable costs ,

indirect costs that can be tracked , and the costs are allocated . If a product or
service should be profitable for the company , the price should be able to
cover all the costs include mark -up.
5. The prices of the competitors will affect the level of demand for goods and
services offered peruasahaan and should therefore be considered in the
process of pricing .
6. Various ways are to include the determination of the mark-up , target
acquisition , the value of which can be received, going rate, sealed - bid and
psychological price .
7. Having established the pricing structure , the company adjust the price using
geographic price , discount rates , promotional rates, and price diskrimiasi ,
as well as the price of the product mix .
3. Promotion
Promotion mix includes various methods , ie Advertising , Sales
Promotion , Face to Face Sales and Public Relations . Reflects the different way in
which the company in order to sell products to consumers .
Promotion is the flow of information or persuasion one way that can lead
an organization or person to create transactions between buyers and sellers.
Promotion is the last activity of the marketing mix that is very important because
today many more markets is a buyer's market in which the final decision of the
transactions of sale and purchase is strongly influenced by the consumer.
Therefore, the buyer is king. The manufacturer of a variety of goods compete to
win the hearts of buyers that are interested and want to buy the goods it sells.
Basically the purchase decision is influenced by motives emotional
considerations, such as: proud, suggestion, wishful thinking and so on. But buyers

can also purchase rationally as: due consideration history, economic, in terms of
practicality, cost, transportation and so on.
In the promotion are some of the activities undertaken, in general, there are four
usual activities, namely:
a. Advertising.
b. Personal selling.
c. Sales promotion.
d. Publicity and public relations.

a. Advertising ( advertisement )
Advertising is one form of promotion activities are often carried the
company through non- individual communication with a number of expenses such
as advertising through the mass media , advertising agencies , non- profit
organizations , individuals making posters and so on .
Advertising is done to market new products , entering new market
segments or which is not covered by the salesman and personal selling .
Advertising is often done either through newspapers , radio and TV , direct mail or
even through an advertising agency .
b . Personal selling
Personal selling is the promotional activities carried out between
individuals who often meet face which is intended to create , improve , control or
maintain a relationship that is mutually beneficial exchange of both parties.
Personal selling process is as follows :
After sales service
Nichles : " Principles of Marketing " Prentice Hall 1978 .
c . Sales promotion

Sales promotion is one form of promotion activities by using props such as :

Demonstrations , exhibitions , demonstrations , prizes , samples of goods and so
on.
d . publicity
Publicity is a promotional activity similar to that advertising through mass media ,
but the information given is not in the form of advertising , but in the form of
news. Usually publicized institutions that do not pay at all , but could be
detrimental if the institution reported that publicized ugliness .

4. Distribution Channels ( Place )

A decision regarding the distribution of the ease of access to services for
customers . The place where the products are available in a number of distribution
channels and outlets that allow consumers to easily obtain a product.
4.1

Understanding Distribution Channels .

According to Philip Kotler definition of the distribution is : " The various

the company undertakes to the make the product accessible and available to the
target customer" . Various activities by the company to make its products
accessible and available to target consumers .
As one of the variables of the marketing mix , place / distribution has a
very important role in helping companies ensure their products , because the
purpose of the distribution is to provide goods and services needed and desired by
the consumer at the right time and place .
4.2

Selection of distribution channels

Decisions determining the location and the channel used to provide

services to customers involves thinking about how to send or deliver services to

customers and where it will be done . This should be considered because the

services often can not be determined where will be produced and consumed at the
same time . Distribution channels can be seen as a collection of interdependent
organizations involved with each other in the process of providing a product /
service to be used or consumed . Delivery of the service company should be able to
find an agent and a location for reaching populations widespread .
Distribution channel is the channel used to distribute goods manufacturers its
products to consumers , either through the transfer of rights ( tenure ) until the
transfer of goods or simply the transfer of ownership rights only.
Selection of distribution channels should consider the following matters:
a. The nature of the buyer, such as buying habits, purchase frequency,
geographical location and so on.
b.

Nature of the product.

c.

The nature of intermediaries.

d.

The nature of the competitors

e.

The nature of the company, etc.

Properties buyer greatly affect the manufacturer's decision in choosing the
distribution channel used.
For example, if the number of buyers only, frequency of purchases in small
quantities it will make manufacturers tend to choose long distribution channels.
Likewise, the nature of the product is also a consideration producer is no less
important. For example, if the goods are perishable or not, how to measure, how
the quality of goods when viewed in terms of the consumer, price and so on. All of
them need to be considered important as well. Likewise, the nature of the problem
of intermediaries, companies, competitors, target market and so become an
important factor in choosing a distribution channel that will be used by the
company. Distribution channels used it in order for the goods offered to the
consumer industry and the end consumer.

4.3

Alternative selection of distribution channels .

To use a specific distribution channel and taking into account the factors

above companies also need to know what the actual elements also influence the
choice of distribution channels

CHAPTER IV
CLOSING
4.1

Conclusion
In many companies modern marketing concept that refers to the marketing

mix in designing a marketing program. Marketing mix consists of product, price,

promotion and distribution channel has a very important role for the success of a
company's marketing programs. By planning for the four marketing mix company
is expected to formulate the right marketing programs for products to be offered to
consumers.
Planning products produced by the companies should be completely in
accordance with the needs of consumers. In addition, the product should reflect
good quality. This is to conform to the objectives of the company in which the
products are acceptable and in accordance with the needs of consumers and be able
to satisfy the consumers. Because the product is the central point of the marketing
activities, the success of a company can be seen from the response shown by
consumers.
In the competitive situation and the changes that moves so fast these
companies suppressed by factors external actors such as changes in technology,

economic, social, cultural and market. On the other hand, internally companies
face organizational changes that are not less severity, such as corporate culture
issues, structure, employees, shareholders. In situations like this marketing concept
is no longer enough just to talk about the sale, advertising or even the concept of
the marketing mix 4P (product, place, pricing, and promotion).
Marketing should be seen as a business concept of strategy (strategic
business concept). That is no longer just marketing marketing as it is, but should be
integrated with overall corporate strategy.
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Alexander Sindoro Jilid 1, Jakarta: Prenhallindo.
Widyatmini,1995, Pengantar Bisnis,Cetakan ke IV edisi 1,seri,Depok,Seri
Diktat Kuliah: Gunadarma
Gruenwald, G. 1985. Seri Pemasaran dan Promosi, Pengembangan Produk
Baru, PT Alex Media Komputindo, Jakarta
Kotler, P. 1995. Manajemen Pemasaran; Analisa, Perencanaan, Implementasi
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etc