Group 7

:
1. Alifiarosa Astari Ramadhenti - 1215210032
2. Asprilian Pramuri
- 1215210061

Class / Program : S1 Accounting / International Class

Subject

: Marketing Management

1. Explain what is meant by marketing! Why do you think marketing is

important for society?
Answer:
Marketing is the social process by which individuals and
organizations obtain what they need and want through creating and
exchanging value with others.
Marketing its important in society because
1) Marketing Helps in Transfer, Exchange and Movement of
Goods, Marketing is helpful to both producers and consumers.
To the former, it tells about the specific needs and preferences
of consumers and to the latter about the products that
manufacturers can offer.
2) Marketing is above all the giving of a standard of living
to the community, By making available the uninterrupted
supply of goods and services to consumers at a reasonable
price, marketing has played an important role in raising and
maintaining living standards of the community.
3) Marketing
Creates
Employment,
marketing
gives
employment to many people. In the modern era of large scale
production and industrialisation, role of marketing has widened.
4) Marketing as a Source of Income and Revenue, Marketing
does provide many opportunities to earn profits in the process
of buying and selling the goods, by creating time, place and
possession utilities. This income and profit are reinvested in the
concern, thereby earning more profits in future.
5) Marketing Acts as a Basis for Making Decisions, In modern
times marketing has become a very complex and tedious task.
Marketing has emerged as new specialised activity along with
production. With the help of marketing techniques a producer

can regulate his production accordingly.

6) Marketing Acts as a Source of New Ideas, Marketing as an
instrument of measurement, gives scope for understanding this
new demand pattern and thereby produce and make available
the goods accordingly.

7) Marketing Is Helpful In Development Of An Economy,

Marketing is the kingpin that sets the economy revolving. The
marketing organisation, more scientifically organised, makes the
economy strong and stable, the lesser the stress on the
marketing function, the weaker will be the economy.
2. Explain in detail the dimensions are applied in a holistic marketing!
Answer:
The holistic marketing concept is based on the development,
design, and implementation of marketing programs, processes, and
activities that recognizes their breadth and interdependencies.
Holistic marketing recognizes that everything matters in
marketing and that a broad, integrated perspective is often
necessary. According to holistic marketing concept, even if a
business is made of various departments, the departments have to
come together to project a positive & united business image in the
minds of the customer. Holistic marketing concept involves
interconnected marketing activities to ensure that the customer is
likely to purchase their product rather than competition.
Holistic marketing is thus an approach that attempts to
recognize and reconcile the scope and complexities of marketing
activities. The four broad components characterizing holistic
marketing are:
1. Relationship Marketing a key goal of marketing is to
develop deep, enduring relationships with people and
organizations that directly or indirectly affect the success of
the firms marketing activities. Relationship marketing aims to
build mutually satisfying long-term relationships with key
constituents in order to earn and retain their business. Four
key constituents for relationship marketing are customers,
employees,
marketing
partners
(channels,
suppliers,
distributors, dealers, agencies), and members of the financial
community (shareholders, investors, analysts).
2. Integrated Marketing occurs when the marketer devises
marketing activities and assembles marketing programs to
create, communicate, and deliver value for consumers such
that the whole is greater than the sum of its parts. Two key
themes are that (1) many different marketing activities can
create, communicate, and deliver value and (2) marketers
should design and implement any one marketing activity with
all other activities in mind.
3. Internal Marketing an element of marketing, is the task of
hiring, training, and motivating able employees who want to
serve customers well. It ensures that everyone in the

organization embraces appropriate marketing principles,

especially senior management.
4. Performance Marketing requires understanding the
financial and nonfinancial returns to business and society
from marketing activities and programs. Smart marketers go
beyond sales revenue to examine the marketing scorecard
and interpret what is happening to market share, customer
loss rate, customer satisfaction, product quality, and other
measures. They also consider the legal, ethical, social and
environmental effects of marketing activities and programs.
3. Many people equate the sale (selling) and marketing (marketing),
but two thing were different implementation. Explain the difference!
Answer:
Sale (selling) - In contrast, the selling concept refers to
orienting your business to sell as many product as posible. In the
selling concept,the idea was to take a product that already existed
and figure out how best to sell it. This meant that the firm's only
real goal was to persuade customers to buy whether the product
really fit their needs or not.
Marketing - In the marketing concept, this is reversed. The
firm tries to find out what customers wants and then goes out and
attempts to provide a product that will fill the need. This is, as you
can see, much more beneficial to the customer.
The difference between selling and marketing:
SELLING

MARKETING

1) Sales is about one to one.

1) Marketing
many.

is

one

to

2) Sales is where our business

becomes real for the client. It is
where the stories and brand
come to life

2) Marketing tells the

stories
(comp any,
product, etc.) to many
people.

3) Sales develops relationships. 3) Marketing looks after the

Its relationship-driven.
brands reputation
4) Sales looks after individuals.

4) Marketing needs to keep

the stories circulating and

resonating with the target

markets
using
the
companys plumb line (the
business of the business)
as its central reference.
5)
Sales
deals
with
the
ambiguities and the details of
each person. It cannot be
averaged.

5) Marketing analyses the

big data. Marketing brings
you the average result not
the specifics.

6) Sales analyses the behavior of

the prospects and customers
whom they deal with on an
individual
basis.
Sales
professionals
talk
to
their
customers about the joys of risk
free offerings that help them
realise
their
goals
and
objectives. They tap into their
buyers Facebook, LinkedIn and
other digital pages to gain a
deeper understanding of what
experiences
each
individual
customers want.

6) Marketing studies what

experience
customers
expect when they buy or
try a product, service or
solution.
That
means
reading
their
digital
footprint
and
understanding their online
chatter as much as it does
focus group discussions.
Marketing looks for new
metrics about consumer
clusters
and
grouping.
Online groups are markets
of the near future as more
and more people cocoon
themselves and shop less.

7) Sales moves away from

discussing price and discount,
instead replacing these with
discussions about total cost of
ownership which includes price
but extends to include deliveries,
warranties, support, training and
the other contributing things
that are delivered as part of the
purchase. Sales engages with
customers to understand what

7) Marketing should not

promote special prices and
discounts, instead replace
these with special offers,
focusing
on
delivering
greater value more bang
for the buck is the new
mantra and greater value
with fair exchange is the
principle of pricing today
not cost plus as it has been

risks they face when making a in the past

purchase and then learns how to
position their companies as risk
free alternatives.

4. What are the components of a modern marketing information

system? And what are useful internal records?
Answer
A marketing information system has four components:
a. The Internal Record System, Internal reports include
orders received, inventory records and sales invoices. Many
companies maintain their computerized internal records.
Inside records help marketing managers to gain faster access
to reliable information.
b. The Marketing Research Systems, Marketing research
system is conducted to solve specific marketing problems of
the company. It collects data about the problem. This data is
tabulated, analyzed and conclusions are drawn. Then the
recommendations are given for solving the problem.
Marketing research also provides information to the marketing
managers. However, this information is specific information. It
can be used only for a particular purpose. MIS and MR are not
substitutes of each other. The scope of MIS is very wide. It
includes MR. However, the scope of MR is very narrow.
c. The Marketing Intelligence System, It collects information
from external sources. It provides information about current
marketing-environment and changing conditions in the
market. The information which is collected from the external
sources cannot be used directly. It must be first evaluated and
arranged in a proper order. It can be then used by the

marketing manager for taking decisions and making policies

about marketing.
d. Marketing decision support system, These are the tools
which help the marketing managers to analyze data and to
take better marketing decisions. They include hardware, i.e.
computer and software programs.