SMA Kristen Cilacap

Indonesian – France – German

Marketing Management

Marketing activities (marketing) has affected every human life. Through the means of marketing (marketing), products and services that create the standard of living, developed and presented to the public. Marketing includes many activities, ranging from marketing research, product development, distribution, advertising, and other marketing activities. Marketing combines several activities designed to serve and meet the needs of consumers in an effort to achieve corporate objectives.

Marketing is a social and managerial process in which individuals and groups obtain what they need and want by creating, offering, and exchanging products of value with others. Basically the company’s success is the success in marketing. Relies on understanding the core concepts of marketing, which includes: requirements (needs), desires (wants) and requests (demands); products (goods, services, and ideas); value, cost, and satisfaction; exchange and transactions; relationships and networks ; market; and marketers and prospects. Marketing management is the analysis, planning, implementation, and monitoring programs that aim to create exchanges with target markets in order to achieve company goals.

The ultimate goal of marketing is closely linked to overall corporate objectives. To achieve its goal, the company focuses on customer satisfaction, meeting customer needs and wants, provide goods or services, distribution, product differentiation, and so forth. Characteristics that influence customer behavior in general is divided into two specific characteristics related to internal factors and external factors. Internal factors include: prestige and recognition, perception, motivation, personality and emotion. External factors include: demographics and lifestyle, culture, subculture, social class, reference groups and families, as well as marketing strategy factors. General characteristics include: gender, age / age, religion / beliefs, culture, education, and income.

Formally, the market is an institution or agency that runs the trading activities of goods and services. In this market producers and consumers meet and berkominukasi. Through the market mechanism bidding producer (supply) of its products and through market mechanisms is also a consumer making a request (demand). Understanding the market can be expanded again into concrete market and abstract market. Concrete market is a specific place where buyers meet sellers drafts for each bid. Abstract market is a meeting where every activity, whether directly or indirectly a part determines the price. Given the extent of market ups Lingk space, then the market share based on a variety of sizes as follows: (1) based on the size of geographic area: the local market, regional markets, international markets, (2) based on the measurement of time: daily market, short-term markets (short run market), long-term market (long run market); (3) based on its activity: the goods market, labor market. For a company to understand the market is very important because without a market, the product will not get into the hands of consumers.

Market segmentation is the division of a heterogeneous market into units of homogeneous buyers, where for every unit of a homogeneous buyers are the target market is achieved by a separate marketing mix. The purpose of market segmentation is to market more easily distinguished; services to buyers become better; marketing strategies become more pointed.

Products are things that can be offered by manufacturers to note, asked, sought, bought, used, or consumed as fulfilling the needs of the market or the relevant market wants. Products offered include physical goods, services, people or individuals, places, organizations, and ideas. Product has 5 levels / levels consisting of: the main product / core (core benefits), generic products, expectations (expected products), complementary products (Augmented product), and potential products. In addition to level / level, the product also has a hierarchy that includes: need family, family of products, product classes (product class), product line (product line), type of product (product type), brand (brand), and items. Product classification can be done on a variety of points of view. Based on the least tangible, the product can be classified into two main groups, namely: (1) goods consisting of perishable goods and durable goods, and (2) services. In addition based on durability, the products are also classified by whom and for what the consumers of these products are consumed. Based on these criteria, the product can be divided into consumer goods (consumer’s goods) which include convenience goods, shopping goods, specialty goods and unsought goods and industrial goods (industrial’s goods) which includes materials and parts, capital items, and supplies and services.

Price is the amount of money the company is determined based on the calculation of costs such as production costs or fees to get products, marketing costs, operational costs, benefits and company wanted something else that held the company to satisfy consumer desires. In the business world prices have many names, for example in world trade is the price of the product, in the banking world is called interest, in business accounting services, consultants called fee, taxi transportation costs, telephone costs is called the tariff, whereas in the insurance world is called the premium. Pricing objectives is to maximize sales and market penetration; maintain the quality or service differentiation; obtain or maximize profits; obtain or capture market share; maintain operational viability; turnover ROI / Return On Investment.

In general, the distribution can be defined as marketing activities to facilitate and simplify the delivery of goods and services from producers to consumers, so its use in accordance with the required (type, quantity, price, place, and when needed). Distribution of goods to distinguish between the right channel to transfer ownership of goods, and channels to move physical goods. If the first contact with distribution channels (channels of distribution), the latter are activities called physical distribution (physical distribution). Physical distribution is all activities to move the goods in certain quantities, to a certain place, and within a certain period. The functions of physical distribution include: transportation, storage and warehousing, central inventory, material handling, border processing, and protective packaging. Companies that assist in the physical distribution process is called facilitator or facilitating agencies. Facilitator may include transportation companies, insurance companies, companies that rented warehouse (public and private warehouses), corporate finance, and so on. It should be noted that the facilitator is not a member in a distribution channel.

Modern marketing requires more than just developing good products, offering an attractive price, and make it easy to get targeted customers. Companies must also communicate with existing customers and potential customers, retailers, suppliers, parties who have interests in these companies, and the general public. One of the most difficult marketing decisions by perusahaanperusahaan is dibadapi how much should be spent for promotion. Tedapat four main methods used in the campaign budget. First, the method according to ability (affordable method) is to set a campaign budget based on the ability of the company.

Second, the percentage of sales method (percentage-of-sales method) is set according to its promotional spending a certain percentage of sales (sales both current and anticipated) or from the selling price. Third, equilibrium-competition methods (competitive-parity method) is set a campaign budget to achieve the balance share of voice with competitors. And the last is the method of objective-and-task (objective-and-task method) is developing a campaign budget by defining specific goals, determine the tasks that must be done to achieve these objectives, and estimate the cost to perform these tasks. Companies must distribute the total promotional budget for the five promotional tools including advertising, sales promotion, public relations and publicity, sales force, and direct marketing. Promotion related to efforts to lead a person to be familiar with company products, and understand, to change attitudes, like, sure, and then finally bought and always remember the product. The main goal of the campaign is to inform, influence and persuade, and remind target customers about the company and its marketing mix. In general, the form of promotion has the same function, but these forms can be distinguished based on particular tasks. Some specific tasks or often called the promotion mix (promotion mix, blend, promotion, communication mix) include: Personal selling, Mass. selling, sales promotion, public relations (public relations), Direct marketing. To achieve the goal of the campaign where necessary strategipromosi campaign strateg related to issues of planning, implementation, and control of persuasive communication with customers. Factors that influence the promotion mix include product factors, market factors, customer factors, factors budget, marketing mix factors.

Marketing plan (marketing planning) is a chart of a design to achieve a goal. The aim is to create value for consumers in the state remain profitable company, or in the current marketing concepts, a mutually beneficial relationship. This brings us to the starting point for an understanding of marketing planning on the distinction between strategy and tactics. Strategy (strategy) to explain the direction to which the company and guide the allocation of resources and effort. Tactics (tactics) is a short-term measures undertaken to implement a broader strategy. A strategic plan should contain more of the following: mission statement, containing the financial summary of income, expenses, cash flow, and profits to be achieved in the planned period. Summary of external factors that affect the performance of major corporate marketing during the previous year together with a statement of strengths and weaknesses in corporate competition. This is called a SWOT analysis (strengths, weakness, opportunities, threats), list of assumptions about the main determinants of success and failure of marketing,

Objectives and overall marketing strategy. Strategies to create the resources needed to implement programs for consumer value creation. Marketing program which contains details of time, responsibilities, and costs in addition to the sales forecasting budget. While the marketing plan components include: executive summary, the current marketing situation that consists of: the market situation, product situation, competition situation, macro environmental situation, analysis of opportunities / threats, analysis of strengths / weaknesses, analysis of the problem. Targets consist of: financial goals, marketing goals. Marketing strategy, program work, profit and loss projection, and Supervision.

Marketing and Marketing Management

In a world of increasingly competitive business, the challenges faced by producers of goods will be more severe in an attempt to put things into the arena of exchange. All efforts in the field of marketing (marketing), so cultivation should be taken seriously in order not thrown out the “scene” because more and more of the same people who had tilled fields. In an increasingly tight competition, the increase of production no longer regarded as a severe problem compared with the activity that produces goods to market. Thus it can be said that success in marketing is the key to the success of a company.

Marketing activities has a positive value both viewed from the consumer or from the manufacturer. From the consumer side, marketing is seen as an activity that can offer a variety of alternative means of satisfying needs, so that his own satisfaction the value increase. From the producer side, as the marketing activities to further improve customer fulfillment service. Therefore, marketing is not really related to the interests sematamata only manufacturer but also the interests of consumers.

Marketing is one of the main activities undertaken by the company to maintain the continuity of life, to grow, and profit. The meaning of marketing is usually used incorrectly interpret the terms of sales, trading and distribution. Though these terms are only one part of the overall marketing activity.

Marketing process began long before the goods are produced and does not end with the sale, but how can give satisfaction to consumers. So since people know the marketing activities, has many definitions of marketing are presented. Definitions are initially focusing on the goods, then the lembagalembaga required to implement the sales process, and the functions carried out to allow for marketing transactions.
To get an idea of the scope of marketing, presented the following definition or understanding of marketing.

According to the American Marketing Association:

Marketing is a process of planning and running concept, pricing, promotion, and distribution of ideas, goods and services to create exchanges that can satisfy individual and organizational goals.

Meanwhile, according to Philip Kotler:

Marketing is a social and managerial process in which individuals and groups obtain what they need and want by creating, offering, and exchanging products of value with others.

Relies on understanding the core concepts of marketing, which includes: requirements (needs), desires (wants) and requests (demands); products (goods, services, and ideas); value, cost, and satisfaction; exchange and transactions; relationships and networks ; market; and marketers and prospects.

Core concept in the marketing of operating in an environment that constantly growing as the social consequences of the company, but also limited by the resources of the company itself and the rules. For marketing, environmental changes can be a new challenge that requires a response and a new way of settlement of all, or vice versa can be an opportunity or a chance to develop business.

In this connection, it takes a skill that can sort out and implement marketing activities in achieving corporate objectives and in adjusting to environmental changes. These marketing activities should be coordinated and managed in a way that is true, then the term is known as marketing management.

Marketing management is the analysis, planning, implementation, and monitoring programs that aim to create exchanges with target markets in order to achieve company goals.

Emphasis is placed on the bidding company in meeting the needs and desires of the market and pricing, communication, and effective distribution to inform, encourage, and serve the market.

Thus, marketing management is defined as a management process that includes analysis, planning, implementation, and monitoring of marketing activities undertaken by the company. This activity aims to create the desired exchange, involving both goods and services, or objects which can meet the needs of psychological, social and cultural. Exchange process can be caused either by the seller, and buyers who benefit both parties. Determination of product, price, promotion and place to achieve an effective response tailored to the attitudes of consumer behavior, and vice versa consumer attitudes and behavior are influenced in such a way that it becomes appropriate to the products offered by the company.