Akb48 - Theoretical Base

Powerful Essays
Topics: Marketing
CHAPTER IV
THEORETICAL BASE

A. Marketing 1. Marketing definition a. According to Philip Kotler and Kevin Lone Keller, marketing is a societal process by which individuals and group obtain what they need and want through creating, offering and freely exchanging products and services of value with others. (Philip Kotler and Kevin Lone Keller, Marketing Management, 12th e) b. According to American Marketing Association, marketing is a process of planning and implementing conception, determining price, promotion and distribution idea, goods, and services to create exchange that satisfy individual and organization goals. c. According to William J. Stanton, marketing is whole system from business activity that pointed to planning, determining price, promoting, and distributing product that satisfy actual buyers and potential buyers needs. 2. Simple marketing system
Market
A collection of buyers
Industry
A collection of sellers
Money
Goods and Services
Communication
Information

*Three functions of ads are: introduce (especially for new product), remain (Sunlight), and educate (Promag and Adem Sari).
*Why the information is important? Because we can know about the needs of consumer, the strategy of our competitor, and the competition in market. 3. Marketing concept based on:
Needs is state of felt deprivation. These needs are divided to physical needs for food, clothes, and safety; social needs for love and be loved; and individual needs for knowledge and self-actualization. Wants is form that human need take as shaped by culture and individual personality. Human wants is unlimited but the available of resources is limited. So, they choose product that will give them the highest value and satisfaction. When human wants is backed by buying power, it become demands. B. International Marketing 4. International Marketing Definition d. International marketing is simply the application of

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