Marketing Class with Professor Ujang Sumarwan

Neneng Saadah (K15170031)

neneng.saadah17@gmail.com| School of Business (www.mb.ipb.ac.id) |Bogor Agriculture University (www.ipb.ac.id)  

MARKETING CLASS’s Lecture:

Prof. Dr. Ir. Ujang Sumarwan, M.Sc. 

http://ujangsumarwan.blog.mb.ipb.ac.id
http://ujangsumarwan.blog.mb.ipb.ac.id/category/sumarwans-books/
http://sumarwan.staff.ipb.ac.id

             Okay everybody, now I will share you about my first class of marketing with Professor Ujang Sumarwan. This is my first time I met Prof Ujang and he is so amazing, humble and kind. I think this class is really fun and I really enjoy to learn about marketing in this class.

The fisrt meeting in the class, Prof Ujang tough us about Marketing Concept dan Competitive Strategy. Everyone basically done marketing activities or at least do the majority of marketing activities. That activity is actually attempt to convey the message or wishes to others and trying to get the message or desire can be achieved. Companies that produce a product or services is also trying to keep his desire to achieved, the products and services produced unacceptable to consumers and consumers buy them repeatedly. The meeting between the seller and the buyer referred to as the market and the subsequent developments, the market can be interpreted as consumers who requiring a particular product or service. The emergence of the needs coming from the consumer causing marketers to identify needs and offer products or services that fit those needs.

         The orientation of the company towards the market itself can be distinguished by the production concept, product concepts, sales concepts, marketing concepts, customer concept, and the concept of social marketing.

1. Production Concept

Production concept assumes that consumers will prefer goods are widely distributed and sold at low prices. The Company is oriented on production concept will concentrate on achieving the production of high efficiency, low cost, and mass distribution.

2. Product Concept

Company oriented product concept considers that consumers prefer the market offer such high-quality products, excellent performance and innovative features. Assuming the company to produce a product more emphasis manufacture superior products and always to improve the quality, performance and appearance.

3. The concept of Sales

Company oriented to selling concept consider if the consumer is left alone and not be affected, it will not buy the company's products.

4. Marketing Concepts

Marketing concept is a concept that answer the challenge of the three previous concepts. This concept has the principle of planting than hunt.

5. Customer Concept

Company oriented to the customer concept tends to sort through offers, services, and messages to individual customers.

6. Social Marketing Concept

The concept of Social Marketing concept considers that duty is to determine the needs, wants, and and tastes of the target market and satisfy their customers more efficiently and effectively than competitors in ways that maintain and improve the welfare of consumers and society.

7. Holistic Marketing Concept

Where in the further development, enhanced thinking about marketing and sustainable business philosophy can be termed a holistic marketing concept.

Text Book

Ujang Sumarwan (editor). 2015. Pemasaran Strategic: Perspektif Perlilaku Konsumen dan Marketing Plan. IPB Press.Silahkan download e-book: 2015 01 BUKU Pemasaran Strategik Perspektif Perilaku Konsumen dan Marketing Plan

Sumarwan Ujang; Agus Djunaedi; Aviliani; H.C Royke; Jusuf Agus Sayono; Rico R Budidarmo; Sofyan Rambe. (Strategic Marketing: Strategy for Corporate Growth and Share Holder Value).-Pemasaran Strategik: Strategi Untuk Pertumbuhan Perusahaan dalam Penciptaan Nilai bagi Pemegang Saham . Published byInti Prima, Februari 2009, ISBN 979-450-451-3  Please dowload link below for book preview:Silahkan download e-book:2009 UJANG SUMARWAN PEMASARAN STRATEGIK – STRATEGI UNTUK PERTUMBUHAN PERUSAHAAN

Sumarwan, U., Achmad Fachrodji., Adman Nursal., Arissetyanto Nugroho., Erry Ricardo Nurzal., Ign Anung Setiadi., Suharyono., Zeffry Alamsyah. 1st Printing. 2011. Marketing Strategic: Value Based Marketing and Marketing Metrics. Pemasaran Strategik: Persfektif Value-Based Marketing dan Pengukuran Kinerja. Bogor, IPB Press.Silahkan download e-book:2010 UJANG SUMARWAN PEMASARAN STRATEGIK – PERSPEKTIF VALUE-BASED MARKETING

SINOPSIS
Pemasaran strategik menguraikan bagaimana sebuah perusahaan harus memahami konsumen, sehingga dapat menyusun strategi pemasarannya untuk mencapai tujuan-tujuan perusahaan guna meningkatkan kinerja perusahaan dan menciptakan nilai tambah bagi pemegang saham.Pemasaran adalah memahami berbagai kebutuhan para pelanggan dan mengembangkan sebuah proposisi untuk menawarkan nilai yang superior. Melalui penyediaan nilai pelanggan yang lebih tinggi maka manajemen dapat memberikan dan menghasilkan nilai yang lebih tinggi pula kepada para pemegang saham. Nilai suatu merek dagang terbentuk dari kepercayaan para pelanggan terhadap merek dagang perusahaan. Kepercayaan ini membentuk relasi antara merek dan pelanggan yang mendorong preferensi, loyalitas merek, dan keinginan untuk mempertimbangkan produk dan jasa baru yang ditawarkan perusahaan di masa depan dengan merek tersebut. Buku ini juga menguraikan bagaimana langkah-langkah untuk membangun ekuitas merek serta menjelaskan beberapa metode untuk mengukur ekuitas merek.