Marketing

Because competition cannot be avoided, a strategy is needed to deal with it. Although, business sustainability depends on sustainable transactions with consumers. Consumers can continue to make transactions if they don’t turn to competitors or other solutions. That is what is called losing competition. Consumers choose better competitors. To maintain business sustainability, businesses strive to […]

According to Sigmund Freud, in humans, there is an unconscious psychic power that greatly influences human behavior. Awareness has little effect compared to unseen unconsciousness. Even the perpetrators themselves do not know and cannot state. Between unconsciousness and consciousness, there is a pre-consciousness, which is something that, if reminded, can still be realized. It’s like […]

Frederick Herzberg conducted research on 203 engineers and accountants in the Pittburg area and found two factors about need. The first factor is satisfying (satisfier) ​​or a factor of rental (disatisfier). This satisfying factor is a factor that, if it exists, will make people satisfied. In marketing, this factor is a factor that if any, […]

In 1990, thirty years after 4P’s McCarthy, Robert Lauterborn offered another version of the marketing mix 4C  that emphasized the consumer’s perspective. The marketing mix of Jerome McCarthy’s version and Borden which contains 4P is more impressed by the point of view of the manufacturer or marketer. While Lauterborn version emphasis on the customer perspective. […]

Although the positioning concept is more popular later than the marketing mix, the marketing mix will be more effective with positioning. Positioning is a promise to yourself to provide benefits to certain target markets. The promise then became a guideline for formulating products, prices, locations and promotions. The promise was delivered and fulfilled through the […]

The McCarthy 4 concept has its drawbacks, according to many marketers in the late 1970s. Even though the service (service) is a product, it seems hidden. People generally see products as goods, not services. Whereas the role of services is increasingly important in marketing along with the tight competition at that time. In 1981, Boom […]

According to Philip Kotler, the Marketing Mix (marketing mix) is still the king of marketing concepts in the era of information technology as it is today. When viewed from the development of marketing concepts to date, most concepts are not entirely different from the marketing mix concept When Philip Kotler summarized the marketing work, the […]

Jerome McCarthy simplified the marketing mix with the 4P concept. Namely Product, Price, Place and Promotion. McCarthy’s formulation is easy to remember and this concept was later popularized by Philip Kotler, author of the book “marketing management” which has become a reference for many universities in various countries. The formulation of Jerome is formulated in […]

The marketing mix component experiences development over time. In 1964, Neil H Borden wrote about The Concept of the Marketing Mix “in the Journal of Advertising Research, June 1964. About elements of the marketing mix for companies. There are 12 elements of the marketing mix 1. Product Planning — policies and procedures regarding a) Product […]

What are human needs? Why are the priorities of human needs different from each other? Abraham Maslow answered it with the Hierarchy of Human Needs Theory. There are five layers of human needs that are multilevel. It is often described in the form of a pyramid. Maslow grouped the needs into eight types. First, physiological […]

In order to be able to sell, it is necessary to connect the product to the needs. Products are the solution to their needs. Following Kotler’s opinion, Marketing is about recognizing and fulfilling human needs profitably. The Understanding of human needs is an important thing to do before meeting needs. Because the needs fulfillment tool […]

When Apple introduced the first tablet, people didn’t know what it was. They don’t automatically want it. Apple is working hard to introduce the benefits of tablets through advertisements and publications. After that, many people want it. It shows that in order to change needs into desires, it is necessary to introduce in advance what […]

In 1914, Butler formulated marketing as a management discipline. Butler (1914, p. 1, 1917, p. 3) was the sales manager of the Protec and Gamble Company. Butler defines; marketing is a plan behind a campaign or promotion series. Before that, experts did not know marketing, only knew production and sales / distribution. This distribution is […]

The problem with marketing permissions is, how to get the first attention and ask permission to establish further relationships. The trick is not to buy ads that interrupt. The best way to build a business is to help customers tell about your product. Today, the majority of people are connected to the internet and easy […]

Segmentation methods are based on geographical location, demographic or demographic identity, psychographic / description of interests, and behavior-based segmentation. Geographical segmentation can be done by opening a map. Maps can trigger insight that climatic conditions can trigger uniform needs in geographical locations. For example, hot areas need fans and air conditioning. Maps also help understand […]

Psychographics divide the market into groups or segments based on psychological characteristics. This psychological characteristic includes personality, lifestyle and values. People in one geographical and demographic segment, can have various types of psychographic segments. So psychographic segmentation details more geographical and demographic segmentation. Groups of men aged 24-30 in the same area can have a […]

According to Godin, Permission or approval from viewers is a condition of receiving promotional messages in the midst of a lot of message traffic. Viewers do not reject all messages. Viewers even search for information that is relevant to their needs and obsessions. There, marketers have the opportunity to help viewers to meet their needs. […]

In 1981, Boom and Bitler added 3 P, namely people (People), process (Process) and physical evidence (Physical Evidence) (Kotler et al., 2010, Marketing 3.0, Jakarta: Erlangga). This addition is to accommodate businesses in the service sector. Products from services are not visible. The business strives for the services to be seen, so that the market […]

In the early 1940s Rosser Reeves revealed the secret of success in composing influential advertisements. Reeves named it unique selling proposition or unique selling point (USP). USP is delivering unique benefits from companies, services, products, brands that make it stand out from competitors. USP must have features that highlight the benefits of products that are […]

With the ability to track market responses, marketing metrics develop. In the era of mass media, the marketing metrics included the number of viewers, the number of sales, and the rate of repurchase. Now in interactive media, new metrics appear, namely: the number of viewers who pay attention, the number of positive responses, the number […]

The marketing concept is thought out and designed to help businesses make efficiency and effectiveness in sustainable sales. Sometimes old concepts are not enough to deal with dynamic new business challenges, so marketing thinkers offer new breakthroughs to overcome deadlock. The breakthrough is not necessarily entirely new, it is often the development and redefinition, and […]

The most popular concept of marketing is indeed the marketing mix or marketing mix, but that leaves a problem. The marketing mix does not tell, which products are easily accepted by the market and those that are not, which locations are close to markets that are thirsty for your product and which are not, which […]

Is segmentation and targeting still relevant in the millennium? Philip Kotler, Hermawan Kertajaya, and Iwan Setiawan wrote this in the Marketing 3.0 book, that in the Information Technology era where consumers connect with each other more often, have different concepts. Not segmentation, targeting and positioning, but communitization or targeting in the community. Marketers market their […]

What is a promotional concept? Promotional concept is umbrella of ideas that promote your offer. It is ideas about how to win competition and get customer attention. Marketer thinks about their promotional goal by defining their customer segment, differentiation value proposition, products, and promotion. If promotion have target to get sustainable sales, it need to […]