Marketing activities (marketing) has affected every human life. By means of marketing (marketing), products and services that create living standards, developed and presented to the public. Marketing includes many activities, 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 the objectives. Basically the company’s success is the success of marketing.
Marketing is a social process and management in which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. Based on understanding the basic concepts of marketing, which includes: requirements (needs), desires (wants) and applications (requirements), products (goods, services, ideas), value, cost and satisfaction exchange relationships and transactions and networks markets and marketing and prospects. Marketing management is the analysis, planning, implementation and monitoring of programs to create exchanges with target markets in order to achieve company goals.
The ultimate goal of marketing is closely linked to overall objectives of the company. To achieve its objective, the company focuses on customer satisfaction, meeting customer needs and requirements, provide goods or services, distribution, product differentiation, and so on. Characteristics that influence customer behavior in general is divided into two specific features related to internal factors and external factors. Internal factors include: the prestige and recognition, perception, motivation, personality and emotion. The external factors include: demographics and lifestyle, culture, subculture, social class, reference groups and families, as well as factors marketing strategy. The following general characteristics: gender, age / age, religion or belief, culture, education and income.
Formally, the market is an institution or organization that manages the business of goods and services. In this market producers and consumers meet and berkominukasi. With the auction mechanism of market producers (supply) of its products and through market mechanisms is also a consumer of a request (demand). Understand the market can be expanded again in the market of concrete and abstract market. Concrete market is a specific location where buyers meet sellers projects for each offer. Abstract market is a meeting where each activity, whether directly or indirectly a party determines the price.Given the extent of market cycles 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, the international markets, (2) based on the measurement of time: daily market, markets in the short term (short-term market) and long-term market (long term), (3) based on its business: the market property, labor market. For a company to understand the market is very important because without a market, the product does not fall into the hands of consumers.
Market segmentation is dividing a heterogeneous market of buyers in homogeneous units, where for each unit of a homogeneous buyers are the target market is obtained by a separate marketing mix. The purpose of segmentation is to market more easily distinguished services to buyers become better marketing strategies become more sophisticated.
Products are things that can be offered by manufacturers to note, asked, researched, purchased, used or consumed as responding to market needs or wants of the market concerned. Products offered include physical goods, services, persons or individuals, places, organizations and ideas. The product has 5 levels / levels including: the main product / core (basic), generic products, expectations (outputs), complementary products (product increased) and potential products. In addition to / level, the product also has a hierarchy that includes: the need for family, family of products, product categories (product class) product line (line), product type (product type) , brand (brand), and items. Product classification can be done on a variety of perspectives. Based on the less tangible, the product can be classified into two main groups, namely: (1) of goods including perishables and durables and services (2). Also based on sustainability, 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 goods) which include consumer goods, commercial goods, goods and specialty goods Unsought and industrial goods (industrial goods) which includes equipment and parts, capital items, supplies and services.
The price is the amount of money that the company is determined from the calculation of costs such as production costs or costs for products, marketing costs, operational costs, benefits and company wanted something d the other which held the company to satisfy the desires of consumers. In the world price of companies have many names, such as world trade is the price of the product in the banking world is the name of interest in accounting firms, consultants required fees, transportation taxi fares, telephone charges are the costs, whereas in the insurance world is called the premium. Objectives of pricing is to maximize sales and market penetration, maintain quality or service differentiation, to obtain or maximize profits, obtaining or gain market share, maintain operational viability; turnover KING / 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, and its use in accordance with the requirements (type, quantity, price, place, and when it necessary).Distribution of goods to distinguish between the right channel to transfer the ownership of property, and channels for transporting physical goods. If the first contact with distribution channels (retail chains), they are called physical distribution (physical distribution).Physical distribution is the set of activities to move the goods in certain quantities, to a certain place, and within a certain time. The functions of physical distribution include: transportation, storage and warehousing, central inventory, handling, processing of borders, and protective packaging. Companies that help 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 host 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, third parties with interests in these companies and the general public. One of the hardest decisions in marketing perusahaanperusahaan is dibadapi how much should be spent on promotion.Tedapat four main methods used in the campaign budget. First, the method according to capacity (affordable method) is to set a campaign budget based on the ability of the company.
Secondly, the percentage of sales method (percentage of sales method) is set according to its promotional spending a certain percentage of sales (sales for both current and anticipated) or selling price. Thirdly, the balance of modes of competition (competitive parity method) is set a campaign budget to meet the part of the balance of the voice with its competitors. And the last is the method of objective-and-(by task goals and working method) is developing a campaign budget, setting specific goals, identify 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 advertising sales force and direct marketing. Promotion linked to efforts to induce a person to become familiar with the company’s products, and understand, to change attitudes, just as, of course, and then finally bought and I never forget the product. The main objective of this 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 specific tasks. Some specific tasks or often called the promotional mix (mix promotional mix, promotional mix of communication) include: personal selling, mass selling, sales promotion, public relations (PR), direct marketing. To achieve the goal of the campaign, if strategipromosi strategic campaign issues related to planning, execution and control of persuasive communication with customers. Factors that influence the combination of factors promoting the product, market factors, the factors customers, budgetary factors, marketing mix factors.
The marketing plan (marketing planning) is an array of design for achieving a goal. The goal is to create value for consumers in the state remain profitable, or the concepts of marketing courses, a mutually beneficial relationship. This brings us to the point of departure for an understanding of marketing planning on the distinction between strategy and tactics. Strategy (strategy) to explain the direction in which the company and guide the allocation of resources and effort. Tactics (Tactical) is a short-term measures taken to implement a broader strategy. A strategic plan should contain more of the following: mission statement, containing the financial summary of revenues, expenditures, cash flow and profits to be made in the period considered. Summary of external factors affecting the performance of major corporate marketing during the previous year and a statement of strengths and weaknesses in competition for business. This is called a SWOT (strengths, weaknesses, opportunities, threats), the list of assumptions about key determinants of success and failure of marketing,
Objectives and overall marketing strategy. Strategies to create the necessary resources to implement programs to create value for consumers. The marketing program that contains details of time, responsibilities and costs in addition to the sales forecasting budget. While elements of the marketing plan: summary, the current situation of marketing is: the market situation, the situation of the product, the competitive situation, where the macro-economic analysis of opportunities and threats, analysis of strengths / weaknesses analysis of the problem. The targets consist of: financial goals, marketing objectives. Marketing Strategy, Work Program, the profit and loss projection and monitoring.
Marketing and Sales Management
In a world increasingly competitive business, the challenges faced by producers of goods will be more severe in an attempt to put things in the arena of trade. All efforts in the field of marketing (marketing), then culture should be taken seriously in order not to discard the “scene”, as more and more the same people who had tilled the fields. In a race growing tighter, the increase in production is no longer considered a serious problem in relation to the activity that produces goods in the market. Thus, we can say that success in marketing is the key to business success.
Marketing activities has a positive value both saw consumer or manufacturer. On the consumer side, marketing is considered an activity that can offer a variety of alternatives to satisfy the requirements, so that his own satisfaction the increase in value. As for producers, the marketing activities to improve the service more customer satisfaction.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, grow and profit. The meaning of marketing is typically used to wrongly interpret the terms of sales, trading and distribution. Although these terms are only part of the overall marketing activity.
Marketing process began long before the goods are produced and does not end with the sale, but how to satisfy consumers. So, since people know the marketing activities, has many definitions of marketing are presented. Definitions are initially focused on the goods, then the lembagalembaga necessary to implement the sales process, and the functions performed to account for marketing operations. To get an idea of the magnitude of marketing, presented the following definition or understanding of marketing.
According to the American Marketing Association:
Marketing is a process of planning and design in process, pricing, promotion and distribution of ideas, goods and services to create exchanges that can satisfy individual and organizational objectives.
Meanwhile, according to Philip Kotler:
Marketing is a social process and management in which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others.
Based on understanding the basic concepts of marketing, which includes: requirements (needs), desires (wants) and applications (requirements), products (goods, services, ideas), value, cost and satisfaction exchange relationships and transactions and networks markets and marketing and prospects.
Central concept in the marketing function in an environment that continues to grow with the social consequences of the company, but also limited by the resources of the company itself and rules. For marketing, environmental changes may 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 regard, it is a skill that can sort and implement marketing activities to achieve business objectives and adapt to environmental changes. These marketing activities must 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 of programs to create exchanges with target markets in order to achieve company goals.
Emphasis is placed on the bidding company to meet the needs and desires of the market price, communication and efficient 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 promotional activities undertaken by the company. This activity aims to create the desired exchange, involving both goods and services, or objects that can meet the needs of psychological, social and cultural.Exchange processes can be caused either by the seller and buyers that benefit both parties. Determination of product, price, promotion and place for an effective response appropriate attitudes in consumer behavior, and vice versa, consumer attitudes and behavior are influenced so that it becomes suitable for the products offered by theundertaking.
