1.
Presented by Sugiharto, SH. MM
Marketing management, discussing
principles of marketing, production
concept, product concept, selling concept
the marketing concept

2.
MARKETING STRATEGY
The Marketing MIX
The perspective to offer the customers
1st , the firm chooses the 3rd , the firm creates eye
product to meet the identified catching promotion
need of the target segment
2nd , the right
distribution channel
is used to make the
product available
4th , the price platform
is acceptable to the
customer & firm
Marketing Management © Created by SUGIHARTO, SH.MM 2011

3.
MARKETING STRATEGY
Product Planning
The Marketing MIX
Pricing
Branding
Distribution channel
Personal Selling
Advertising
Promotions
Packaging
Display
The term "marketing mix" became popularized after Neil
Servicing H. Borden published his 1964 article, The Concept of the
Marketing Mix. Borden began using the term in his
Physical Handling teaching in the late 1940's after James Culliton had
described the marketing manager as a "mixer of
Fact Finding and Analysis ingredients"
Marketing Management © Created by SUGIHARTO, SH.MM 2011

4.
MARKETING STRATEGY
The Marketing MIX
Target Market is The Key
Marketing Management © Created by SUGIHARTO, SH.MM 2011

5.
MARKETING STRATEGY
The Marketing MIX
The perspective
Marketing Management © Created by SUGIHARTO, SH.MM 2011

6.
MARKETING STRATEGY
The Marketing MIX
The 4P versus 4C
The Four Cs model is more consumer-
oriented and fits better in the movement from
mass marketing to niche marketing
Marketing Management © Created by SUGIHARTO, SH.MM 2011

7.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
The product is the physical product or service offered to the consumer.
In the case of physical products, it also refers to any services or
conveniences that are part of the offering.
Product and service decisions include aspects such as:

8.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
How customers view your Building loyalty and Another way to
product vs the competition...is it connection to the get attention
higher quality, less expensive, or company and and to
more attractive? products /services by differentiate
communicating a your product...a
unique image or form of
philosophy advertising and
promotion
Marketing Management © Created by SUGIHARTO, SH.MM 2011

9.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
Ask friends to give an opinion on the
positioning statement for the product
Salespeople,
distributors, and
retailers are asked what
they think of the position
statement
A group of potential customers
give feedback on blind product
reviews.
Produce a limited amount of product and sell
it in a defined geographic region to determine
if the product positioning is correct.
Marketing Management © Created by SUGIHARTO, SH.MM 2011

10.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
An image that is unique...that stands for
something distinctive...that “rings a bell”
in your mind.
Now, Branding must represent the
qualities and philosophy of the company
as much as the product
# Notice: In many TV ads rights now,
viewers don’t even know which brand is being
promoted often the name appears only briefly at
the end of the ads.
Marketing Management © Created by SUGIHARTO, SH.MM 2011

11.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
A number of very successful companies,
such as AIA and Starbucks Coffee are
resisting image positioning as the way to
communicate their message
Instead of promoting brand names, some
firms choose to communicate the
philosophy of their company,
which is at the core of all their products
and by its very nature differentiates these
companies from others in the market.
Marketing Management © Created by SUGIHARTO, SH.MM 2011

12.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
Pick a name that is descriptive and easy to
remember and Develop reputation on it
Create a logo/trademark that
symbolizes your business
Advertise a brand “personality”
Marketing Management © Created by SUGIHARTO, SH.MM 2011

13.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
Treat your employees well
Marketing Management © Created by SUGIHARTO, SH.MM 2011

14.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
the packaging must be designed and tested
for consumer response. It should serve the
functions for which it was designed. In
general, packaging should...
Tell what the product is…
Describe the Keys Benefits
Highlight the Company philosophy
Be Distinctive and Attractive
Use safe and recyclable materials
Marketing Management © Created by SUGIHARTO, SH.MM 2011

15.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
Marketing Management © Created by SUGIHARTO, SH.MM 2011

16.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
Intangible products are often
service based like the
tourism industry & the hotel
industry or codes-based
products like cell phone load
and credits.
Marketing Management © Created by SUGIHARTO, SH.MM 2011

17.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES today, manufacturers of products which are
built to customer order, for example, smart-
phones offer such a large range of
combinations of product features that
millions of variants of a single product are
possible
Sony Ericsson Xperia Series
Marketing Management © Created by SUGIHARTO, SH.MM 2011

18.
MARKETING STRATEGY
A product or process that is reliable, and
The Marketing MIX that performs its intended function is said
The PRODUCTS or SERVICES to be a quality product.
Quality in Business, has an interpretation
as the non-inferiority or superiority of
something
Perceptual
Conditional
Subjective attribute
and may be understood differently
by different people
Consumers may focus on the specification
quality of a product/service, or how it
compares to competitors in the marketplace
Marketing Management © Created by SUGIHARTO, SH.MM 2011

19.
MARKETING STRATEGY
The Marketing MIX
The PRODUCTS or SERVICES
Product design can be defined as:
The Idea Generation
Concept Development
Testing and Manufacturing
Implementation of a
physical object or service
Marketing Management © Created by SUGIHARTO, SH.MM 2011

20.
MARKETING STRATEGY
The Marketing MIX Pricing is replaced by cost,
The PRICING reflecting the reality of the total
cost of ownership
Pricing decisions should take into
account profit margins and the probable
pricing response of competitors.
Includes List Price
Discounts
Financing
and other options
such as leasing
Marketing Management © Created by SUGIHARTO, SH.MM 2011

21.
MARKETING STRATEGY
The Marketing MIX
The PRICE
Pricing is the only mix which generates a
turnover for the organization. Pricing is
Costs to promote it difficult and must reflect supply and
demand relationship.
Marketing Management © Created by SUGIHARTO, SH.MM 2011

22.
MARKETING STRATEGY
The Marketing MIX
The PRICE
Penetration
Skimming
Competition
Product Line
Bundling
Psychological
Marketing Management © Created by SUGIHARTO, SH.MM 2011

23.
MARKETING STRATEGY
The Marketing MIX
The PLACES
Place (or placement) decisions are those
associated with channels of distribution
that serve as the means for getting the
product to the target customers
Placement is replaced by the
convenience function
With the rise of internet and hybrid models
of purchasing, place is no longer as
relevant as before
Marketing Management © Created by SUGIHARTO, SH.MM 2011

24.
MARKETING STRATEGY
The Marketing MIX
The PLACE
Ease to find information
about a product
Channels of Distribution: the routes that products and services take from the time
they are produced to the time they are consumed.
Getting the product in a timely manner
Aspect to consider Channels of distribution usually result in lower costs
Channels save time for buyers and sellers
Marketing Management © Created by SUGIHARTO, SH.MM 2011

25.
MARKETING STRATEGY
The Marketing MIX
The PROMOTION
Marketing Management © Created by SUGIHARTO, SH.MM 2011

26.
MARKETING STRATEGY
The Marketing MIX
The PROMOTION
Promotion decisions are those
related to communicating and selling
to potential consumers
The promotions feature is replaced
by communication
Communications represents a
broader focus than simply
promotions
Marketing Management © Created by SUGIHARTO, SH.MM 2011

27.
MARKETING STRATEGY
The Marketing MIX
The PROMOTION
Communications can include :
Viral Advertising
any form of communication
between the firm and the consumer
Marketing Management © Created by SUGIHARTO, SH.MM 2011

28.
THANK YOU
For LISTENING
Principles of Marketing DAY ONE
Presented by
Sugiharto, SH. MM
Re-programmed
Presentation created by
ugik013 Presentation Pro
Images provided by
Personal collections
Closing theme performed by
Josh Groban ‘you raise me up’
E-mail: ugik013@yahoo.com
STIE GICI Business School
© 2011
Marketing Management © Created by SUGIHARTO, SH.MM 2011