Marketing Theory

The industry environment is influenced by the extent of concentration of its firms, the stage of its maturity, and its exposure to international competition. Five generic environments potray the range of industry structures.

Emerging. Industries newly formed or reformed are categorized as emerging, created by such factors such as a new technology, the changing needs of buyers, and the identification of unmet needs by suppliers. The satellite radio service industry is illustrative.

Fragmented. Typically, a large number of relatively small firms make up the fragmented industry. No company has a strong position regarding market share or influence in this industry structure. Industrial chemical distribution and home security services are examples of fragmented industries.
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Targeting in different market environment

A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years.
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Definition of Marketing Plan

Forecasting is the process of estimation in unknown situations. Prediction is a similar, but more general term. Both can refer to estimation of time series, cross-sectional or longitudinal data. Usage can differ between areas of application: for example in hydrology, the terms “forecast” and “forecasting” are sometimes reserved for estimates of values at certain specific future times, while the term “prediction” is used for more general estimates, such as the number of times floods will occur over a long period. Risk and uncertainty are central to forecasting and prediction. Forecasting is used in the practice of Customer Demand Planning in every day business forecasting for manufacturing companies. The discipline of demand planning, also sometimes referred to as supply chain forecasting, embraces both statistical forecasting and a consensus process.

Forecasting is commonly used in discussion of time-series data. (source: Wikipedia)

Risk management is the identification, assessment, and prioritization of risks followed by coordinated and economical application of resources to minimize, monitor, and control the probability and/or impact of unfortunate events. Risks can come from uncertainty in financial markets, project failures, legal liabilities, credit risk, accidents, natural causes and disasters as well as deliberate attacks from an adversary. Several risk management standards have been developed including the Project Management Institute, the National Institute of Science and Technology, actuarial societies, and ISO standards.^[2][3] Methods, definitions and goals vary widely according to whether the risk management method is in the context of project management, security, engineering, industrial processes, financial portfolios, actuarial assessments, or public health and safety.
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Definition of Risk Management

We can distinguish between a social and a managerial definition for marketing.
According to a social definition, marketing is a societal process by which individuals
and groups obtain what they need and want through creating, offering, and exchanging
products and services of value freely with others.

As a managerial definition, marketing has often been described as “the art of
selling products.” But Peter Drucker, a leading management theorist, says that “the
aim of marketing is to make selling superfluous. The aim of marketing is to know and
understand the customer so well that the product or service fits him and sells itself.
Ideally, marketing should result in a customer who is ready to buy.”
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Defining Marketing

Perusahaan dapat menciptakan penawaran produk atau jasa yang sesuai dengan segmen tersebut dan memberikan harga yang sesuai bagi segmen sasaran. Selain itu perusahaan akan lebih mudah memilih saluran komunikasi dan distribusi yang terbaik, serta mengetahui dengan lebih jelas tentang persaingan yang terjadi dengan kompetitor yang menyasar segmen yang sama (Kotler et al. 2003).

Di Indonesia sendiri, berdasarkan survei yang dilakukan oleh AGB Nielsen, pengelompokkan segmen dilakukan berdasarkan Social Economy Status (SES). Dari hasil tersebut, didapatlah segmentasi berupa kelas A, B, C, D, dan E menjadi sebagai berikut :

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Segmentasi dan Social Economy Status

What is brand?

Membedakan nama/ simbol ( logo, trade mark, packaging desain) yang dirancang Untuk pengenalan suatu produk atau jasa, sebagai pembeda dengan kompetitor.
( David Aaker, 1991)

What is Brand Equity?

Aset intangible yang dimiliki oleh suatu Brand karena value yang diberikannya, baik kepada produsen maupun konsumen
(Kertajaya, 2002)

by Richard Duncan

There are many different interpretations to the meaning of re-branding, and ideas on when it’s called for and exactly how it should be undertaken. In reality, re-branding involves a high degree of common sense.

There are two schools of thought when it comes to the subject of re-branding. The first is that re-branding is an essential ingredient of business success; you need to re-brand in order to evolve your brand so that it keeps up with the times and meets consumers’ ever-changing needs. The other, that re-branding should be avoided at all costs; after all, if brands like Kellogg’s, Kodak, Coca Cola and Gillette can still be market leaders in their categories as they were in 1925 (see table A below), then is re-branding really necessary?

Before we examine the two sides of the re-branding divide, perhaps we should first define what is understood by re-branding. For some, it is said to involve wholesale change when, for example, a company changes its name. Recent and successful examples of this have been the amalgamation of United Bank, Volkskas, Allied & TrustBank into the Amalgamated Banks of South Africa (ABSA) in the 1990s; the evolution of Federal Express’ name to FedEx in 1994; and the change of the Health & Racquet Club to Virgin Active in 2001.

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The dynamics of re-branding Part One

Marketing decisions generally fall into the following four controllable categories:

• Product
• Price
• Place (distribution)
• Promotion

The term “marketing mix” became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940’s after James Culliton had described the marketing manager as a “mixer of ingredients”. The ingredients in Borden’s marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P’s of marketing, depicted below:
The Marketing Mix

These four P’s are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P’s on the customers in the target market in order to create perceived value and generate a positive response.

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Marketing Mix (4P’s of Marketing) by Net MBA