PART1.

DEFINING
MARKETING FOR
THE NEW
REALITIES
DOSEN:

CITRA KUSUMA DEWI SE., MBA

 CHAPTER QUESTIONS

 Why is marketing important?

 What is the scope of marketing?
 What are some core marketing concepts?
 What forces are defining the new marketing realities?
 What new capabilities have these forces given consumers and companies?
 What does a holistic marketing philosophy include?
 What task are necessary for successful marketing management?
UNILEVER REVERSE
INNOVATION
• Unilever is fundamentally changing how it is
doing its marketing, including putting more
emphasis on developing markets.
• Reverse innovation by applying branding
and packaging innovations from developing
markets to recession-hit developed markets.

• In Spain, it now sells Surf detergents in five-

wash packs
• In Greece, it offers mashed potatoes and
mayonnaise in small packages
 THE VALUE OF MARKETING

• Finance, operations, accounting and other business

functions won’t really matter without sufficient demand for
products and services so the firm can make a profit
• Thus, financial success often depends on marketing ability
• Marketing’s value extends to society, it has helped introduce
new or enhanced products that ease or enrich
people’s lives.
• ../Video/The IKEA Group - The Story of How We
Work.mp4
ikea that noticed that people wanted good furnishings at a subtantially lower prices, it created
knockdown furniture.

Create a better live:

1. Passionate about live at home  visit home, measure things, focus those who have thin wallet 
good home are for everybody

2. Democratic design  unique products

3. Entire value chain: partnership with supplier, using resources carefully, low prices because high
volume and effective transportation (flat pack, little fuel)  can influence all value chain

4. Relationship with customer partnership “together save money”

5. Own by foundation  earn money before spend it  gives money through charity or save for rainy
days
THE SCOPE OF
MARKETING
 WHAT IS MARKETING ?

Marketing is a societal process by which

individuals and groups obtain what they need
and want through creating, offering, and
freely exchanging products and value with
others
 WHAT IS MARKETING MANAGEMENT?

Marketing management is the

art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.

1-8
 9
“SELLING IS ONLY THE TIP OF THE ICEBERG”

“There will always be a need for

some selling. But the aim of marketing is to
make selling superfluous. The aim of
marketing is to know and understand the
customer so well that the product or service
fits him and sells itself. Ideally, marketing
should result in a customer who is ready to
buy. All that should be needed is to make the
product or service available.”
Peter Drucker
 WHAT IS MARKETED?

1. Goods
2. Services
3. Events
4. Experiences
The Rolling Stones have done a masterful job of
5. Persons marketing their rebellious form of rock and roll to
audiences of all ages.
 WHAT IS MARKETED?

6. Places
7. Properties
8. Organizations
9. Information
For a city like Las Vegas that
10.Ideas thrives on tourism, good marketing
is essential.
 KEY CUSTOMER MARKETS
Consumer markets
Companies selling mass consumer goods
and services spend a great deal of time
establishing a strong brand image
Business markets
Companies selling business goods and
services often face well-informed
professional buyers skilled at
evaluating competitive offerings.
Global markets
Companies in the global marketplace
decide which countries to enter;
how to enter each, how to adapt,
how to price and how to design
communications
Nonprofit/Government markets
limited purchasing power such as
churches, universities, charitable
organizations, and government
agencies need to price carefully
CORE MARKETING
CONCEPTS
 Needs, wants, and demands  Impressions and Engagement
 Target markets, positioning,  Value and Satisfaction
segmentation
 Supply chain
 Offerings and brands  Competition
 Paid, Owned and Earned Media  Marketing environment
 NEEDS WANTS AND
DEMANDS
 Needs
basic human requirements

 Wants
specific objects that might satisfy the need

 Demands
with purchasing power
SEGMENTATION,TARGET
MARKETS & POSITIONING

identify and profile distinct groups of

buyers (Segmentation)

decides which present the greatest

opportunities (Targeting)

develops a market offering that it positions

in the minds of the target buyers as
delivering some central benefits
(Positioning)
 OFFERINGS AND BRANDS

 The intangible value proposition is made

physical by an offering, which can be a
combination of products, services,
information, and experiences
 A brand is an offering from a known source.

?
 MARKETING CHANNELS

Communication channels deliver and receive

Communication messages from target buyers

The marketer uses distribution channels to display,

Distribution sell, or deliver the physical product or service(s) to
the buyer or user.

The marketer also uses service channels that

Service include warehouses, transportation companies,
banks, and insurance companies.
 PAID, OWNED AND EARNED
MEDIA
The rise of digital media gives marketers a host of new ways
to interact with consumers and customers.
• Paid Media: media which allow marketers to show their
ad or brand for a fee., like TV, magazine and display ads,
• Owned Media: communication channels marketers
actually own, like a company or brand brochure, web site,
blog, Fb page etc.
• Earned Media: streams are which consumers, the press
or other outsiders voluntary communicate something
about the brand via WOM, buzz or viral marketing methods.
 IMPRESSIONS AND
ENGAGEMENT
• Impressions, which occurs when consumers view a
communication, are a useful metric for tracking the scope
or breadth of a communication’s reach that can also be
compared across all communication types.
• Engagements is the extends of a customer’s attention
and active involvement with a communication. Some online
measures of engagement are Fb likes, Twitter tweets,
comments on blog, sharing of video, etc.
VALUE AND SATISFACTION

 Value: the sum of the tangible and intangible benefits and

costs to consumer.

../Video/Value Creation Through the Marketing Mix.mp4

 Value, a central marketing concept, is primarily a
combination of quality, service, and price (qsp)
 Satisfaction reflects a person’s judgment of a product’s
perceived performance in relationship to expectations
 SUPPLY CHAIN

• The supply chain is a

channel stretching from
raw materials to
components to finished
products carried to final
buyers.
• Problems with a supply
chain can be damaging or
even fatal for a business
 COMPETITION

Competition includes all the actual and potential rival

offerings and substitutes a buyer might consider.
 MARKETING ENVIRONMENT

 Task Environment
includes the actors engaged in producing, distributing, and
promoting the offering. These are the company, suppliers,
distributors, dealers, and target customers.
 Broad environment
o Demographic environment
o Economic environment
o Socio-cultural environment
o Natural environment
o Technological environment
o Politic-legal environment
THE NEW MARKETING
REALITIES
• Technology
• Globalization
• Social Responsibility
• ../Video/Dramatic Shift in Marketing Reality (Scholz &
Friends).mp4
MARKETING MANAGEMENT TASKS

 Develop market strategies and plans

 Capture marketing insights
 Connect with customers
 Build strong brands
 Shape market offerings
 Deliver value
 Communicate value
 Create long-term growth