Marketing Management Class

KHAIRUNNISA

P056163691.55

R55 - MB IPB 

MARKETING MANAGEMENT CLASS
Lecturer
Prof. Dr. Ir. Ujang Sumarwan, M.Sc. (www.ujansumarwan.blog.mb.ipb.ac.id, www.sumarwan.staff.ipb.ac.id, sumarwan@mb.ipb.ac.id)
Dr. Ir. Hartoyo, M.Sc.
Dr. Ir. Dodik Nur Rachmat, M.Sc.F.
Dr. Kirbandoko, M.S.M.
Dr. Ir. Mukhammad Najib, M.M.

First Lecture

My first impression after attending the class of Marketing Management was shocking. It totally changed my perspective upside-down. Before attending this class, my thought about Marketing Management, especially about marketing, was just promotion, promotion, and promotion. But after my attendance of the class, I have figured out that marketing management is not only limited to sales, but also how did Company determine their market segment, determine type of the most effective promotion, and win the competition from another competitors as well.

I just had given an in-depth understanding about marketing management by Professor Ujang after my first attendance of the class. The most remembered thing i had was how to measure the performance of marketing based on consumer’s perceptions and behaviours. It is showed in 4P (Product, Price, Place, and Promotion), that is also related with 4C (customer solution, customer cost, communications, and convenience). That points have a strong correlation, such as how does company create a product that can fulfil the consumer’s need, with not only the acceptable price for consumer, but also still giving a significant profit for the firm.

And i also figured out how company determines a right place for product distribution, so the consumer might find the product easily. But the most vital thing that I earned in this class is how a company promotes their product. With the promotion, a firm is challenged to convey the advantage of their product, so customer will buy their product. But, the challenge does not stop in there. A firm is also challenged to convince their customer to be a loyal customer.

Perspective of the consumer is the most important thing in marketing. If a consumer is already satisfied with the firm’s products, they will always utilize that products and became a loyal customer. In conclusion, a firm has to build a good brand image, so their products will have more advantage in comparison with their competitor.

Prof Ujang also explained about the terminology of Brand Equity that be popularized by Aaker (1991). Brand Equity consists of four dimensions, namely:

1.     -  Brand awareness, is how a brand can be remembered or be known by consumer;

-  Brand associations. This dimension is at the higher level than Brand awareness. Brand associations demanded a product that gives more value for consumers;

-  Perceived Quality. This dimension allowed customer to distinguish the products with another similar competitors.

-  Brand Loyalty. This dimension is the highest level of Brand Equity, that consumers had already committed to buy the products or services in the future on a consistent basis.

TEXT BOOK

1.    Ujang Sumarwan (editor). 2015. Pemasaran Strategic: Perspektif Perlilaku Konsumen dan Marketing Plan. IPB Press.

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2015 01 BUKU Pemasaran Strategik Perspektif Perilaku Konsumen dan Marketing Plan

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:

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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. 1^st Printing. 2011. Marketing Strategic: Value Based Marketing and Marketing Metrics. Pemasaran Strategik: Persfektif Value-Based Marketing dan Pengukuran Kinerja. Bogor, IPB Press.

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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.