Marketing for Non Marketer

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Information about Marketing for Non Marketer
Marketing

Published on February 26, 2014

Author: harryadinmahardika

Source: slideshare.net

Description

A brief introduction to marketing

Introduction to Marketing Harryadin Mahardika, PhD Faculty of Economics and Business Universitas Indonesia AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Harryadin Mahardika Pop Economist, FEUI laporsuap.com, Unlimited Insights & co Research objective: “to liberate and empower consumer...” Current research: Consumer empowerment Consumer intervention/engineering Mobile advertising AB International P C rogram : AB International P C rogram : Indonesia Indonesia 2

Session 1: The Role of Marketing in Modern Company AB International P C rogram : AB International P C rogram : Indonesia Indonesia

History of marketing 1900’s: Sales Department  “Sell whatever the plant produces..” (Peter Drucker).  Simply selling core functionality of the product. 1960’s: Marketing Department  “…It’s our job to produce what the market needs” (Peter Drucker)  Offering an augmented set of benefits. 21st century: Cross-functional Department  Relationship marketing  Beyond consumer AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Selling vs Marketing Concepts AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Augmented benefit AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Marketing today: Team effort AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Development of key concepts 1950’s: Market Segmentation  Segmenting, Targeting, Positioning 1960’s: Marketing Mix  Product, Price, Place, Promotion 1970’s: Consumer Behavior 1980’s: Strategic Marketing 1990’s: Relationship Marketing  B2B marketing, loyalty and satisfaction 21st century: Digital Marketing (?) AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Market Segmentation SEGMENTATION AB International P C rogram : AB International P C rogram : Indonesia Indonesia FRAGMENTATION 9

The importance of niche market AB International P C rogram : AB International P C rogram : Indonesia Indonesia 10

Marketing Mix AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Marketing Mix AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Consumer behavior AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Relationship marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Co-opetition: compete and collaborate AB International P C rogram : AB International P C rogram : Indonesia Indonesia 15

Mobile marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Digital marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Traditional role of marketing : Exchange AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Structure of Flows in a Modern Exchange Economy AB International P C rogram : AB International P C rogram : Indonesia Indonesia

New role of marketing: Holistic AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Discussion “Marketing: cost center or profit center?” AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Session 2: Key marketing strategies AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Marketing strategy: Art and science AB International P C rogram : AB International P C rogram : Indonesia Indonesia 2-23

Marketing Strategy Clusters 1. 2. 3. 4. 5. Strategic Marketing Consumer Behavior Marketing Communication Channel Management Marketing Contexts AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Cluster 1: Strategic Marketing Competitive Analysis Product Development and Innovation Marketing Organization Structures Pricing Strategy Brand Strategy Positioning Strategy AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Challenge: Competitive advantage AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Continuous innovation Gartner Hype Cycle 2012 AB International P C rogram : AB International P C rogram : Indonesia Indonesia

AB International P C rogram : AB International P C rogram : Indonesia Indonesia 28

Co-opetitor: creating value  A player is a complementor if customers value your product more when they have the other player’s product than when they have your product alone. Twitter and Facebook  A player is a substitutor if customers value your product less when they have the other player’s product than when they have your product alone. Pepsi and Coke AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Garuda Business Co-opetition AB International P C rogram : Indonesia

Components of co-opetitive marketing  Co-opetitive branding Brand alliance, brandsourcing  Co-opetitive pricing Price cartel, multi-platform payment  Co-opetitive product Collaborative innovation  Co-opetitive channel Online channel AB International P C rogram : AB International P C rogram : Indonesia Indonesia 31

Cluster 2: Consumer Behavior Consumer Culture Choices and Decision Making Behavioral Pricing Consumer Spatial Behavior Consumer Co-creation AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Consumer challenge: Decision making + Rp 39,000 + Rp 59,000 AB International P C rogram : AB International P C rogram : Indonesia Indonesia + Rp 59,000

Evaluations of alternatives: Tools • • • • Rating Reviews Price Brand AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Business Markets Vs. Consumer Markets AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Cluster 3: Marketing Communication Media Psychology Branding Promotions Integrated Marcomm Media Planning Social Media Mobile Advertising Sponsorship Marketing Public Relations AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Marcomm challenge: clutter AB International P C rogram : AB International P C rogram : Indonesia Indonesia

The age of creativity AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Alternative media AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Engagement AB International P C rogram : AB International P C rogram : Indonesia Indonesia

The Five M’s of Advertising AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Integrated Marketing Communication AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Cluster 4: Channel Management Retail Strategy Product Assortments and Placements Sales Management Distribution Strategy E-Commerce and M-Commerce Multi-channel Management Point of Sales Strategy Relationship Marketing B2B Marketing AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Distribution challenge: speed AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Consumer Marketing Channels AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Marketing Channel Flows AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Industrial Marketing Channels AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Cluster 5: Marketing Contexts Marketing and Public Policy International Marketing Multicultural Marketing Social Marketing Marketing Ethics AB International P C rogram : AB International P C rogram : Indonesia Indonesia

Global supply chain AB International P C rogram : AB International P C rogram : Indonesia Indonesia 49

Discussion “What is SCG’s ultimate marketing challenge?” AB International P C rogram : AB International P C rogram : Indonesia Indonesia

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