First Lecture

Notes on Marketing Class

Chanissa Purwaningrum
Student of Magister Program in Business Management E 56
School of Business (www.mb.ipb.ac.id)
Bogor Agriculture University (www.ipb.ac.id)

MARKETING CLASS
Lecturer

Prof. Dr. Ir. Ujang Sumarwan, M.Sc. (www.ujansumarwan.blog.mb.ipb.ac.id, www.sumarwan.staff.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

300 Words about First Class Marketing Management

The first impression you hear the word marketing course I am very happy because I will get more detailed knowledge about what it is marketing, how to market a product and what strategies will be used to increase the income associated with that product. It so happens that my husband works in marketing for excavators, lightning towers, generators, and others. So I can wonder about the first marketing .. hehehe

From the first lecture held on Thursday, 4^th February 2015, when I came lecturer was already preparing for his presentation in class. then he introduced himself. Mr. Kirbrandoko is a figure of fun when giving an explanation. Choice of words that are expressed in the presentation is very easy to understand. Mr. Kirbrandoko provide knowledge about the problems in marketing .. like how to choose the right market segment ?, how to make products that are different from competitors' products ?, what if the buyer (buyer) ask for a lower price ?, how can you compete with low-price competitors? , how to build brand strength ?, how to make customers loyal ?, how to improve the productivity of distributors, agents and salesmen?

Additionally Mr. Kir explain how the behavior of customers loyal? It made me think. I also can say one loyal customer for kosher products such as Wardah (makeup) and Valeno for Facial Foam. Because some of the criteria for the behavior of loyal customers like to buy again, recommend products, and stories of positive things I do. When I met with my cousin, she asked what beauty products I use, because it looks clean once? I do not use care products from a doctor. I just diligent cleaning the face as the morning and evening and products used are from papaya soap valeno safe because of the content of fruits, registered in BPOM, and no halal label. Because there are some beauty products that are not registered with the BPOM and no halal label. But I am among those who are very selective in the choice of products.

Besides Mr. Kir also explains also the marketing concept that can be described as below

As well as an explanation of the production concept, product concept, selling concept marketing concept, customer concept, societal marketing concep, holistic marketing concept. Then Mr. Kir divide the class into five groups and assign tasks to summarize and presentation of the marketing journal. It can hone our knowledge to better understand and has extensive knowledge about marketing.

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:

please download this book

http://publikasi.mb.ipb.ac.id/wp-content/uploads/2013/03/2009-UJANG-SUMARWAN-PEMASARAN-STRATEGIK-STRATEGI-UNTUK-PERTUMBUHAN-PERUSAHAAN.pdf

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.

Silahkan download e-book:

http://publikasi.mb.ipb.ac.id/?p=83

http://publikasi.mb.ipb.ac.id/wp-content/uploads/2013/03/2010-UJANG-SUMARWAN-PEMASARAN-STRATEGIK-PERSPEKTIF-VALUE-BASED-MARKETING.pdf

SYNOPSIS
Strategic Marketing outlines how a company must understand the customer, so it can construct its marketing strategies to achieve corporate objectives in order to improve company performance and create additional value for shareholders saham.Pemasaran is to understand the different needs of customers and develop a proposition to offer superior value. Through the provision of customer value higher then management can provide and produce higher value to our shareholders as well. The value of a trademark is formed from the confidence of customers to the company's trademark. This belief formed the relationship between brands and customers that drive preference, brand loyalty, and willingness to consider new products and services offered by companies in the future with the brand. This book also describes how the steps to build brand equity and describes several methods for measuring brand equity.

Chanissa Purwaningrum
Student of Master Program in Management E-56
School School of Business (www.mb.ipb.ac.id)
Bogor Agriculture University (www.ipb.ac.id)