DIGIE EDU #4 | Elemen Pemasaran - Rr. Siti Muslikhah, SE., M.Sc,

Summary

This video shares insights into Hermawan Kertajaya's marketing submodel, focusing on key elements like segmenting, targeting, positioning, selling, marketing mix, differentiation, brand, service, and process. The presentation highlights the importance of understanding market segments, selecting target audiences, and creating effective strategies for long-term customer relationships. It also emphasizes the significance of brand equity, service quality, and efficient delivery processes to enhance value and gain competitive advantage. Ideal for those preparing for marketing certification exams, this content provides a comprehensive guide to modern marketing concepts.

Takeaways

• 😀 Marketing is defined as a human activity aimed at fulfilling needs and wants through an exchange process (according to Kotler).
• 😀 Marketing has evolved from a sales-oriented approach to a more strategic, competitive, and comprehensive model as competition increased.
• 😀 Hermawan Kertajaya’s marketing submodel focuses on four critical factors: change, competitors, customers, and architecture (strategic, tactical, and value-based elements).
• 😀 The marketing architecture consists of three components: Strategy, Tactics, and Value, each with its own specific elements.
• 😀 The strategic component involves segmenting the market, targeting specific segments, and positioning the brand in a unique way in the minds of consumers.
• 😀 Segmentation divides the market into smaller, homogeneous groups based on geography, demographics, psychographics, and behavior.
• 😀 Targeting involves selecting market segments based on their attractiveness and alignment with company capabilities.
• 😀 Positioning is about creating a unique place for a brand in consumers' minds, ensuring it stands out from competitors.
• 😀 The tactical component focuses on practical actions such as selling, marketing mix, and differentiation to implement the strategy.
• 😀 The value component emphasizes building brand equity, providing excellent service, and ensuring efficient processes for product delivery to create customer satisfaction.

Q & A

What is the definition of marketing according to Kotler?

Marketing is a human activity directed at fulfilling needs and wants through an exchange process, as stated by Kotler.

What are the main changes in marketing orientation over time?

Marketing orientation has shifted from being focused on sales to adapting to a more competitive environment. Initially, competition was low, but with time, it has increased, prompting businesses to adopt more strategic marketing approaches.

What is Hermawan Kertajaya's marketing submodel?

Hermawan Kertajaya's marketing submodel consists of four main elements: Change, Competitor, Customer, and Architecture. The architecture includes strategy, tactics, and value components.

What are the three components of the marketing architecture according to the script?

The three components of marketing architecture are strategy, tactics, and value.

What are the elements of strategy in marketing as described in the script?

The elements of strategy include segmenting, targeting, and positioning.

What is segmenting in the context of marketing?

Segmenting is the process of dividing a heterogeneous market into smaller, homogeneous groups based on factors such as geography, demographics, psychographics, and behavior.

What are the five criteria for evaluating target segments?

The five criteria for evaluating target segments are market size, market growth, competitive advantage, competitive situation, and market share.

How does positioning affect a company’s marketing strategy?

Positioning is about designing the company’s offer to occupy a unique and valuable position in the minds of consumers. It should reflect the company’s strengths, be relevant to customers, distinguish from competitors, and remain consistent with changes in the business environment.

What is the role of selling in marketing tactics?

Selling in marketing tactics focuses on building long-term relationships with customers through products, helping to create a sustained customer base.

What are the three key elements of value in marketing?

The three key elements of value are brand, service, and process. These elements work together to build strong customer relationships and achieve the company’s business objectives.