ArticlePDF Available

Marketing Management

Marketing Management 12e
ISBN 0-13-145757-8
Note: all credits for contents goes to the original author.
Summarized by Wawan Setiawan (
Summarized by 2
Redefining Marketing for 21st
Marketing is everywhere, but tricky
It makes Marketing management difficult
because it needs continuous improvement
Summarized by 3
The scope of marketing: What is
marketing? (1)
Marketing: meeting needs profitably
Marketing: an organizational function and a set
of processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders
Marketing management: the art and science
of choosing target markets and getting,
keeping, and growing customers through
creating, delivering, and communicating
superior customer value.
Summarized by 4
The scope of marketing: What is
marketing? (2)
Marketing is not only selling.
Marketing makes product/service fits customer
& sells itself ==> customer ready to buy
In the end, Marketing makes selling
Example: iPhone by Apple
Summarized by 5
The scope of marketing: What is
marketing? (3)
at least 2 parties
each has something that might be of value for
the other
each is capable of communication & delivery.
each is free to accept or reject the exchange
each believes it is appropriate or desirable to
deal with the other party.
Summarized by 6
The scope of marketing: What is
marketing? (4)
Transaction involves:
2 things of value
certain conditions
time & place
Transaction is not transfer (one way)
Summarized by 7
The scope of marketing: What is
Summarized by 8
The scope of marketing: Who
markets? (1)
Marketers market to Prospects
Marketers do Demand management: seek to
influence the level, timing & composition of
Summarized by 9
The scope of marketing: Who
markets? (2)
Eight demand states:
negative: dislike & avoid
nonexistent: unaware or uninterested
latent: strong need unsatisfied by existing product
declining: buy less frequently if not at all
irregular: purchases vary
full: buying all
overfull: customers demand is more than product availability
unwholesome: for product that may have undesirable social
Summarized by 10
The scope of marketing: Who
markets? (3)
Summarized by 11
The scope of marketing: Who
markets? (4)
Key customer markets: consumer, business,
global, and nonprofit.
Marketplace: physical
Marketspace; digital
Metamarket: a cluster of complementary P&S,
closely related in the minds of consumers,
spread across a diverse set of industries
Summarized by 12
Digital revolution
increase in buying power
a greater variety of G&S (Goods & Services) or
P&S (Product & Services)
more information
a greater ease in interacting and placing and
receiving orders
ability to compare G&S
Summarized by 13
Business & Marketing changes
changing technology
deregulation: greater competition & growth opportunities
privatization: increasing efficiency
customer empowerment
heightened competition
industry convergence
retail transformation
Summarized by 14
Company Orientation toward
production concept: high production efficiency, low cost &
mass distribution. Usually good developing countries
product concept: Q, performance or innovation
selling concept: aggressive selling & more promotion
marketing concept: customer-centered, "sense-and-
Note: marketing dept is not the most important but
customer is.
Summarized by 15
New Orientation
Holistic marketing concept
everything matters
4 components: relationship marketing, integrated
marketing (4 Ps), internal marketing, and social
responsibility marketing.
4 Ps (seller) of marketing mix: Product, Price. Place,
4 Cs (customer): customer's solution, Cost, Convenience,
Summarized by 16
Core Concepts (1)
Needs: basic human requirements
Wants: directed to specific objects that might satisfy the
Demands: wants for specific products backed by an ability
to pay
5 types of needs:
1. Stated (an inexpensive car).
2. Real (a car whose operating cost, not its initial price, is low).
3. Unstated (expects good service from the dealer).
4. Delight (would like the dealer to include an onboard navigation
5. Secret (to be seen by friends as a savvy consumer).
Summarized by 17
Core Concepts (2)
target market: swhich segments present the greatest
market offering for each chosen target market
offering: for target buyers, delivering some central
brand: an offering from a known source
successful: if it delivers value & satisfaction to the target
Value: perceived tangible & intangible benefits & costs to
satisfaction: judgments/outcome vs expectations
Summarized by 18
Core Concepts (3)
Marketing channel:
service: to carry out transactions with potential buyers
Supply chain: from raw materials to components to final
products that are carried to final buyers
Supply chain = value delivery system
Competition: actual & potential
Summarized by 19
Core Concepts (4)
Marketing environment:
task environment: immediate actors involved in producing,
distributing, and promoting the offering.
broad environment: demographic, economic, physical,
technological, political-legal, social-cultural
Marketing planning: analyzing opportunities; selecting
target markets; designing strategies; developing programs;
and managing effort.
Summarized by 20
Core Concepts (5)
Summarized by 21
Shift in Marketing Management (1)
Marketing does Marketing ==> Everyone does Marketing
Organizing by Product units ==> by Customer segments
Making everything ==> buying more G&S from outside
using many suppliers ==> working with fewer in a
relying on old marketing positions ==> uncovering new
emphasizing tangible assets ==> intangible assets
building brands through advertising ==> through
performance & integrated communications
Summarized by 22
Shift in Marketing Management (2)
attracting customer through stores & salespeople ==>
making products available online
selling to everyone ==> being the best firm serving well-
defined target markets
focusing on profitable transactions ==> on customer
lifetime value
focus on gaining market share ==> on building customer
being local ==> being “glocal” (both global & local)
focusing on financial scorecard ==> on marketing
focusing on shareholders ==> on stakeholders
Summarized by 23
Marketing Management Tasks
developing marketing strategies & plans
capturing marketing insights
connecting with customers
building strong brands
shaping the market offerings
delivering value
communicating value
creating long-term growth
Summarized by 24
Marketer's FAQ (1)
How to:
spot & choose the right segments?
differentiate offerings?
respond to customers who buy on price?
compete against lower-cost, lower-price
grow business?
Summarized by 25
Marketer's FAQ (2)
How to:
build stronger brands?
reduce the cost of customer acquisition?
keep our customers loyal for longer?
tell which customers are more important?
measure the payback for advertising, sales
promotion & PR?
improve sales force productivity?
Summarized by 26
Marketer's FAQ (3)
How to:
establish multiple channel and yet manage
channel conflict?
get the other company depts to be more
customer oriented?
How far to go in customizing offering for each
Summarized by 27
10 Rules of Radical Marketing (1)
CEO must own the marketing function: no
marketing department must start small and flat
and stay small and flat: not allow layers of management
between them and the market.
Face-to-face with customers: direct interaction.
Use market research cautiously: prefer grassroots
Hire only passionate missionaries
Love and respect customers as individuals, not
as numbers
Summarized by 28
10 Rules of Radical Marketing (2)
Create a community of consumers unified by
certain brands
Rethink the marketing mix: e.g. short, targeted ad
Celebrate common sense and compete with
larger competitors through fresh and different
marketing ideas
Be true to the brand: brand integrity & quality
Summarized by 29
Internet Advantage
reaching worldwide
more information
speed up internal communication
2 way communication with customers &
able to send ads, coupons, etc. easily
customizing offerings based on customer
improve other processes & more savings
... Service quality is the process of rendering superior service to the customers segment of an organization. Service quality is important for customer satisfaction and retention (Kotler & Armstrong, 2008;Kotler & Keller, 2012). Thus, companies should strive to satisfy and retain their market through effective and efficient service delivery to the customers. ...
... Thus, companies should strive to satisfy and retain their market through effective and efficient service delivery to the customers. In today's competitive business environment, organizations rendering quality services to customers is a way of enhancing the firm's competitiveness by increasing and defending the companies market position in the industry (Kotler & Keller, 2012). In today's highly competitive business environment, service has increasingly played a critical role in banks' operations. ...
... This is a situation where the individual consumer or customer has comfort in consuming the firm's products and services. According to Kotler and Keller (2012) customer satisfaction could be defined as the process by which a company's products and service meet the needs and wants and requirements of the customers. Customer satisfaction most time occurs when the entire company's focus and activities are geared towards fulfilling the needs and wants, preferences and perception of the customers. ...
Full-text available
This study examines the relationship between service quality and customer patronage of public health institutions in Yenagoa, Bayelsa State. This study employed the cross sectional survey research design. The population of the study is all hospital patients in public health institutions in Yenagoa. This population is infinite. Hence, the study randomly accessed 300 patients for the research. A total of 300 copies of the questionnaire were distributed to patients of public health institutions in Yenagoa metropolis, Bayelsa State, only 280 copies were returned representing 93% of the total number of questionnaire distributed. After coding and editing/data cleansing, only 250 copies of the questionnaire were valid to be used, representing 83% of the total number of questionnaire distributed to the respondents. The study employed the use of Pearson product moment correlation (PPMC) for testing the hypotheses. This was aided with the statistical package for social sciences (SPSS) version 22.0. The findings of the study revealed that service quality of health sector improves customer patronage behaviour. The study therefore concludes that service quality implemented by firms improves customer patronage. The study recommends that the public health sector management in Yenagoa should adopt service quality reliability and quality assurance. This will enhance customer satisfaction and retention and lead to positive customers' patronage behaviour.
... Sehingga dapat dikatakan bahwa intensi membeli merupakan pernyataan mental dari konsumen yang merefleksikan rencana pembelian sejumlah produk dengan merek tertentu. Perilaku konsumen merupakan studi tentang bagaimana individu, kelompok, dan organisasi dalam membeli, menggunakan, serta untuk memuaskan kebutuhan dan keinginan mereka (Kotler & Keller, 2016). ...
... Produk adalah segala sesuatu yang dapat ditawarkan ke suatu pasar untuk memenuhi keinginan atau kebutuhan dalam standar internasional (Kotler & Keller, 2016). Produk adalah barang atau jasa yang berarti : 1. Hasil kegiatan atau proses (produk wujud dan terwujud, seperti jasa, program komputer, desain, petunjuk pemakaian) 2. Suatu kegiatan proses (seperti pemberian jasa atau pelaksanaan proses produksi). ...
Studi terkait peranan aktivitas tanggung jawab sosial perusahaan (CSR) kaitannya dengan intensi masyarakat dalam membeli produk telah banyak dilakukan terhadap produk utama perusahaan penghasil barang. Sejauh ini belum banyak studi yang mencoba mengungkapkan hubungan aktivitas CSR terhadap produk Usaha Mikro, Kecil, dan Menengah (UMKM) binaan CSR perusahaan pertambangan batu bara. Kekosongan ini menjadi menarik untuk diteliti mengingat adanya kewajiban pelaksanaan CSR pada perusahaan pertambangan batu bara di Indonesia. Adapun total responden dalam studi ini berjumlah 105 orang yang tersebar di sekitar area pertambangan batu bara di Kalimantan Selatan, Indonesia. Penelitian ini menemukan bahwa intensi masyarakat dalam membeli sangat dipengaruhi oleh kualitas produk yang dihasilkan, bukan oleh persepsi masyarakat terhadap perusahaan. Temuan ini menggambarkan bahwa merek, nama besar, atau reputasi perusahaan tidak cukup untuk meningkatkan intensi masyarakat untuk membeli produk UMKM mitra perusahaan. Tata kelola CSR dan pendampingan yang tersusun dengan baik untuk peningkatan kualitas produk UMKM lebih berdampak pada intensi membeli produk UMKM. Pengelolaan dan pendampingan yang baik sangat penting untuk pengembangan UMKM mitra perusahaan agar dapat berkembang dan bersaing dengan berbagai produk atau jasa yang dapat diterima dengan baik oleh pasar. Kata kunci : tanggung jawab sosial perusahaan, kualitas produk, reputasi perusahaan, intensi membeli Studies related to the role of corporate social responsibility (CSR) activities in relation to purchasing intention have been carried out, where studies have been conducted on the main products of goods-producing companies. So far, there have not been many studies that have tried to reveal the relationship of CSR activities to the products of Micro, Small, and Medium Enterprises (MSMEs) fostered by CSR of coal mining companies. This gap becomes interesting to be studied given the obligation to implement CSR in mining companies. The total respondents in this study are 105 persons that spread around coal mining areas in South Kalimantan, Indonesia. This study found that purchase intention was strongly influenced by product quality, not by people's perception of the company. This finding illustrates that a company's brand, big name, or reputation is not enough to increase people's intention to buy the company's partner MSME products. CSR governance and well-structured assistance to improve the quality of MSME products have more impact on the intention to buy MSME products. Good management and assistance are very important for the development of the company's partner MSMEs so that they can grow and compete with various products or services that are well received by the market. Keywords: corporate social responsibility, product quality, company reputation, purchase intention
... Sales promotion is the cornerstone of the marketing communication strategy of retail stores and has a combination of functions such as news, persuasion, and recall (Yildirim & Aydinb, 2012). Sales promotion is a short-term initiative that includes a set of short-run monetary and non-monetary incentives (Kotler & Keller, 2017). Kotler and Armstrong (2009) consider sales promotion a short-run tool that can stimulate buying and avoid competition. ...
... Other Studies show that price reduction is useful in consuming markets, short-run seasonal products, and competition circumstances after promotion time (Shrestha, 2015). Purchasing vouchers is another monetary tool that gives consumers a declaration and certificate to buy a specific value when they buy the product (Kotler & Keller, 2017). Empirical studies conclude the weak relationship between vouchers and purchasing behavior, so we conclude that purchasing vouchers are used to attract consumers' attention to unsought goods (Shamout, 2016). ...
... Whereas a trademark is a registered brand or trade name, a brand name identifies a specific product or name of a company. A brand is an offering from a known source (Kotler & Keller, 2012). Because of a brand name's importance, many companies want to protect it through trademark. ...
Conference Paper
Full-text available
In these 28 years after the transformation of the system from the communist to the democratic one and toward the market economy, the democratization of Albania has faced various problems, which has often led to the loss of public trust in the political class and the political system in general. This loss of public trust, in large part of the cases, has come as a result of the public discovery of various corruption scandals, political clientelism, illicit influences or a political decision-making process that is often conceived as closed and monopoly of those who have been elected or appointed to leading positions. For this purpose, that of channelling and controlling the impacts that particular vested interests exerts on the decision-making process, a good part of countries in Europe in the last years, have begun to consider undertaking regulatory reforms for lobbying in their environments. The main objective of regulating lobbying activity in Albania on a legal basis would be precisely the handling/curbing of such informal relationships that exist at various levels between interest groups and decision-makers and which are often on corrupt and clientelistic grounds. This paper argues that the best system for regulating lobbying in Albania should be that of a statutory type, in which lobbyists on a legal basis be obliged to register in a publicly accessible register and to disclose data on critical aspects of their activity.
... Items and EFA result JSTPM fundamental for explaining user satisfaction. The study finding also supported the observations of Kotler and Keller (2009) that user satisfaction is the function of the difference between the pre-adoption expectation and post-adoption perception of value derived from the use of a product or a service. The study findings also echoed the suggestions of earlier researchers that users with a high perceived value are more likely to continue their use of a technology (Chiu et al., 2014;Hu et al., 2015;Gan and Wang, 2017). ...
Purpose This study aims to examine the factors influencing user satisfaction with unified payment interface (UPI)-based payment systems during the COVID-19 pandemic in India. The study also aimed to examine whether the user satisfaction with UPI-based payment systems during the COVID-19 pandemic will transform into their continuance intention post-COVID-19 pandemic. Design/methodology/approach The study was performed in three phases, i.e. pre-testing (for developing questionnaire), pilot study (using exploratory factor analysis to ensure unidimensionality) and the main study. The main study was based on the feedback from a sample of 369 internet users who first used the UPI-based payment system during the COVID-19 pandemic. Data generated were analysed using the structural equation modelling approach. Findings The study findings suggest that the users who are satisfied with UPI-based transactions during the COVID-19 pandemic are likely to continue their use of this payment mode in future. Factors such as post-adoption perceived value, perceived usefulness and post-adoption perceived risk were observed to be key constructs in explaining user satisfaction and continued intention for UPI-based payment systems. Originality/value The study is one of the pioneering studies, in the sense that it investigated the continuance intention of UPI-based payment systems, which, surprisingly, did not gain much attention from past researchers.
Full-text available
The purpose of this study was to measure the significance and contribution of sensory appeal, lifestyle, and health motive in determining coffee drink consumption. The theory adopted is the SOR (stimulus-organism-response) theory and the AISAS (attention-interest-search-action-share) model approach. Data was collected online in April-May 2020, and obtained 413 valid respondent data. The data were processed using SEM (Structural Equation Modeling) framework. The results showed that the variable sensory appeal of coffee drinks, lifestyle variables and health motive variables had a significant effect on coffee consumption. Of the 13 hypotheses proposed, nine hypotheses are accepted and four hypotheses are rejected. Sensory appeal has a positive effect on attitude and action of coffee consumption. Lifestyle has a positive effect on attitude, search, and action, whereas health motive has a positive effect on attitude of coffee consumption. Lifestyle variables have the greatest role in determining coffee consumption, followed by health motive variables and sensory appeal of coffee drinks. The SOR theory and the AISAS approach can both be used to analyze coffee drinking behavior. The research suggests that, to increase coffee consumption, a marketing approach should touch the lifestyle of the community and increase the promotion of the health aspects of coffee drinks.
Full-text available
The study aimed to find out the effect of the electronic Word of Mouth (eWOM) on the five stages of the purchasing decision-making process: need recognition, information search, alternatives evaluation, purchase decision-making, and purchase evaluation. The study used an electronic questionnaire as a main tool for data collection. The research sample comprised 295 students from three institutions of higher education in Dhofar Governorate (Dhofar University - Technical College in Salalah - College of Applied Sciences in Salalah) in the Sultanate of Oman. The data were analyzed by the statistical programs SPSS and AMOS, where the study relied on descriptive statistics, exploratory factor analysis, and structural modeling equation. The results showed that the EWOM has a significant role in all five stages with varying levels. The eWOM has a moderate effect on the stage of collecting information, but a weak effect on the other stages namely: need recognition, alternatives evaluation, decision-making, and evaluation. of the purchase decision-making model. Results and recommendations were presented.
The purpose of the research is to develop theoretical and methodological foundations for the use of digital marketing technologies in the process of intensifying innovation. The authors conducted a comparative analysis of innovation activity in the leading countries of the Bloomberg 2020 Innovation index and in Russia in terms of R&D intensity, patent activity, effectiveness of higher education, and concentration of researchers engaged in R&D. Russia significantly lags behind the leading countries, due to existing problems at all stages of the innovation life cycle. The authors highlight such problems as the low number of personnel engaged in research and development, as well as its reduction; underdevelopment of the patenting system; low financial activity of the business sector; problems of commercialization of innovations. The authors proved that digital marketing technologies have a significant potential for the development of innovation. In the article, the authors proposed a matrix for using digital marketing technologies (testing product concepts on digital platforms; SMM; SMO; online advertising; online PR; mobile applications; blogs and online games; SEO website promotion) to intensify innovation activities at various stages of the innovation life cycle and overcome the country's lag in the development of the innovation sphere.
Full-text available
Framing English Language Teacher in Facing Society 5.0: Challenges and Adaptive Strategy describes about the challenges faced by English language teacher in facing the era of society 5.0 and the strategy that can be adapted by them in dealing with the challenges.
Full-text available
Beauty products are just not meant for females, the global market for male grooming products is about to be $33 billion by 2015 (Global Industry analysis). Celebrity sportsmen, film stars, models are some offbeat people who are fuelling the interest in men to become more conscious about appearance and habit of improving their physic allure. This behaviour has led market to expand wider and overseas. The major objective of this study is to understand purchasing behaviour of the male while buying male grooming products. The study also focus on most important influencing aspect of buying behaviour that is factors which affects the buying of male.The research study is of descriptive in nature and has used quantitative research method. A non-probabilistic convenience sampling method is employed for selecting respondents form Surat city. The sample size has been consisting of 500 respondents. The close-ended questionnaire was developed for the study. The Statistical Package for the Social Science program (SPSS) version 22 was used in this study for conducting factor analysis. The researchers have been found that Packaging, Store location, price, Brand, quality of products and Celebrity endorsement are the key variables for the male grooming products.
ResearchGate has not been able to resolve any references for this publication.