Cara Jitu Jualan Jaman Now | Komunikasi Pemasaran Terpadu - Dr. Nur Ratih Devi Affandi, S.S., M.Si

Summary

In this video, Ratih Effendi, a communication lecturer at Universitas Pasundan Bandung, explains the concept of marketing communication. She delves into the definition of marketing, covering both goods and services, and explores how marketing extends beyond selling products to include ideas, careers, and even social and religious foundations. Ratih also clarifies the importance of integrated marketing communication (IMC) and differentiates it from traditional advertising. Through examples such as Luwak White Coffee’s brand transformation, she emphasizes the role of various marketing strategies like advertising, sales promotions, public relations, personal selling, and direct marketing in shaping consumer perceptions and behavior.

Takeaways

• 😀 Marketing includes activities like selling and advertising, and can also involve the exchange of goods and services for money.
• 😀 Marketing isn't limited to just physical goods; services, ideas, locations, and even non-profit activities like religious foundations can be marketed.
• 😀 The definition of marketing encompasses a total system of business activities aimed at planning, pricing, promoting, and distributing goods to satisfy customer needs and achieve organizational goals.
• 😀 Services such as architecture or photography offer intangible value, which is different from physical products that can be exchanged for money.
• 😀 Marketing also includes promoting ideas, careers, and places, such as tourist spots or even charity initiatives like orphanages and religious foundations.
• 😀 Marketing, in essence, involves creating and managing exchanges of goods and services between businesses and consumers, with the goal of fulfilling customer desires and organizational objectives.
• 😀 Effective exchanges require two parties, the willingness to exchange, and a communication process to facilitate the transaction.
• 😀 Integrated Marketing Communication (IMC) and marketing communication are closely related concepts that aim to communicate a message to the target audience about products in a cohesive manner.
• 😀 According to the American Marketing Association, marketing involves functions and processes for creating, communicating, and delivering value to customers, which in turn creates profitable relationships.
• 😀 There are five main types of marketing communication: advertising, sales promotion, public relations, personal selling, and direct marketing. Each serves a different purpose in reaching and engaging consumers.

Q & A

What is the definition of marketing according to Salim (2003)?

According to Salim (2003), marketing is a total system of business activities designed to plan, determine prices, promote, and distribute products that satisfy desires and meet target market goals.

How does the concept of marketing differ when it comes to products versus services?

For products, the exchange involves tangible goods, like items being traded for money. Services, on the other hand, involve intangible offerings such as the expertise of architects or photographers, which can't be measured or priced like a physical product.

What are some examples of non-profit activities that can be marketed?

Non-profit activities that can be marketed include religious or social foundations, such as orphanages or charitable organizations that facilitate donations or provide services, like a foundation for animal welfare or religious sacrifices.

What does the American Marketing Association define marketing as?

The American Marketing Association defines marketing as an organizational function and set of processes for creating, communicating, and delivering value to customers while managing customer relationships in ways that benefit the organization and its stakeholders.

What are the three main conditions necessary for an effective exchange to take place in marketing?

The three conditions for an effective exchange are: 1) there must be two or more parties possessing something of value to exchange, 2) there must be a willingness and ability to give something in return, and 3) there must be a way for the parties to communicate with each other.

How does integrated marketing communication (IMC) differ from traditional marketing communication?

Integrated Marketing Communication (IMC) involves a strategic approach to coordinating and integrating various marketing channels to provide a clear, consistent, and compelling message. Traditional marketing communication, on the other hand, often works in isolated silos without full coordination across all channels.

What role does communication play in marketing according to the video?

Communication in marketing plays a crucial role in exchanging information between the company and its target audience. It involves both verbal and non-verbal methods of sharing messages about products, services, or ideas, ultimately influencing customers' perceptions and decisions.

What are the five types of promotional communication mentioned by Kotler and Keller?

The five types of promotional communication mentioned by Kotler and Keller are: 1) Advertising, 2) Sales Promotion, 3) Public Relations, 4) Personal Selling, and 5) Direct Marketing.

Why is advertising considered crucial for some companies, despite its high costs?

Advertising is crucial because it helps increase product visibility and brand awareness, often leading to repeat business. Some companies find that the costs, though high, are justified by the return on investment, such as significant increases in sales or customer loyalty.

How does personal selling differ from other forms of marketing communication?

Personal selling involves direct, face-to-face interaction between a salesperson and potential customers to persuade them to purchase a product. Unlike other marketing communication forms like advertising or sales promotions, it is more personalized and interactive.