Applied Marketing Management

(MKTG665)

Solusi MBA Classes

Marketing is an
organizational function and
a set of processes for
creating,
communicating, and
delivering value to customers and
for managing customer relationships
in ways that benefit
the organization and
its stakeholders.
Structure of Flows in a Modern Exchange
Economy

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-4

 Exchange is the
focus
Exchanges are carried out by
business firms, and also by non
business organisations and even
individuals.
Four conditions must exist for an
exchange to be able to occur:
Two or more people or organisations must
be involved
The parties must be involved voluntarily
Each party must have something of value
to exchange, and the parties must believe
they will each benefit from the exchange
The parties must communicate with each
other
A Simple Marketing System

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-6

 Marketing is an
organizational function and
a set of processes for
creating,
communicating, and
delivering value to customers and
for managing customer relationships
in ways that benefit
the organization and
its stakeholders.

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-7

Marketing is a process
by which companies
create value for
customers and build
strong customer
relationships to capture
value from customers in
return Kotler and
The Marketing Process
 PRODUCT concept
A set of basic real (tangible) and
symbolic (intangible) attributes
identifiabl
assembled
e in an
form

which can be
offered
obtained and
consumed
in order to satisfy wants or/and
objectneeds
size
service
price
place
appearance
person
performance ...
11 idea
2014 PRODUCT concept
2004

12
What is Marketed?
Goods
Goods
Services
Services
Events
Events &
& Experiences
Experiences
Persons
Persons
Places
Places &
& Properties
Properties
Organizations
Organizations
Information
Information
Ideas
Ideas
BRAND concept
 Interbrand Top 10 brands
tangible 2012 intangible

1. Coca-Cola
Coca-Cola
Product Service
2. Apple (+129%)
(
continuum
3. IBM
IBM
4. Google
Google
5. Microsoft
Microsoft
6. GE
GE
7. McDonald's
McDonald's
8. Intel
9. Samsung
10.Toyota
Toyota
 Brand
A name and/or a mark
intended to identify the
product of one seller or
group of sellers and
differentiate it from
a brand competing
name products
&/or A set of tangible and
a brandmark intangible attributes
&/or
a trademark A means of want
 I want it, I need it
Five Types of Needs
1.Stated needs
I want an inexpensive car
2.Real needs
Its not only the price, I want low running costs as well
3.Unstated needs
hes polite, he listens to me, I trust him
4.Delight needs
hes giving me the GPS for free!!!!
5.Secret needs
wait till my neighbors see this car!

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-17

 production the mousetrap

Fridges to the
selling Eskimos

Marketing
Customer
Relationship
Marketing &
Corporate Social SERVICE DOMINANT LOGIC
Responsibility
19
 Personal branding

Luxury brands

Lovemarks
Brand
communities
 Holistic Marketing
Dimensions

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-21

The marketplace isnt what it used
to be Information
Information
technology
technology
Globalization
Globalization

Deregulation
Deregulation

Privatization
Privatization

Competition
Competition

Convergence
Convergence
Consumer
Consumer
resistance
resistance
Retail
Retail
based on 2009 Pearson Education, Inc. Publishing as Prentice Hall
transformation
transformation
1-22
Three Ws Approach to
Marketing
Define
Define the
the value
value segment
segment
-- WHO
WHO

Define
Define the
the value
value
proposition
proposition -- WHAT
WHAT

Define
Define the
the value
value network
network
WHERE,
WHERE, HOW
HOW

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-24

A Holistic Marketing Framework

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-25

Levels of a Marketing
Plan
Strategic Tactical
Target marketing decisions Product features
Value proposition Promotion
Analysis of marketing Merchandising
opportunities Pricing
Sales channels
Service

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-26

The Business Unit Strategic
Planning Process Product
Price
information Promotion
Specific
Measurabl Place
e People
Actionable Processes
Realistic
Timed

Ansoff matrix
Porters generic
strategies

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-27

Understanding the Marketing Management
Process
Ansoffs Product-Market Expansion
Grid

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-29

Porters Generic Strategies

Overall Cost Leadership

Differentiation

Focus

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-30

 Examples of
organizational strategies
Based on competitive advantage
Cost leadership
Differentiation
Based on value disciplines you cannot be all things to all
people, hence you must find the unique value that you alone can
deliver to a given market
operational excellence low price and/or hassle free service
product leadership
customer intimacy
What is marketing?
internet exercise
visit the corporate web-sites
look for the mission statement
look for claims of
strengths (investors section) and
distinctive competencies (customer sections)
link them to
product lines
IBM
business units
CISCO
MICROSOFT