BUKU TEKS PEMASARAN STRATEGIK

Ujang Sumarwan (editor). 2015. Pemasaran Strategic: Perspektif Perlilaku Konsumen dan Marketing Plan. IPB Press.

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Buku teks Pemasaran Strategik

Marketing Management

Rika Kusumawati

R58-K15170039
Graduate Student of Master Program in Management
Graduate School 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, sumarwan@mb.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.

Inaugural lecture in Marketing Management Friday, January 13, 2017 by Prof. Ujang Sumarwan starts in the morning with introductions and a brief question and answer, followed by all students R58. This course is relatively new for me, because when the college never learn about marketing because my concentration is purely mathematical science, so this course enough to attract attention and curiosity. Afterwards Prof Ujang starting college with the material of Chapter 1, namely Marketing Concepts and competitive strategy, Prof Ujang explained so communicative, clear and attractive so that the material presented does not feel bored, interspersed with tales of personal experience of Prof Ujang made more aware again what is referred to in these materials. At the start of the marketing concept, the types of demand, product categories, the target market and segmentation, the basic framework of marketing, differences in the needs, desires, and demands, products, services or other offers, value, quality and satisfaction, market, exchange and transactions, orientation towards markets, marketing mix and marketing strategies to compete. I think the most interesting in this matter is the basic framework of marketing where we have to know the basic differences on the desires, needs and requests."Pemasar harus memahami pasar target dengan meneliti apa yang menjadi kebutuhan, apa yang menjadi keinginan dan akhirnya membentuk permintaan terhadap produk yang ditawarkan" hal 6 dari buku Pemasaran Strategik: Perspektif Perilaku Konsumen dan Marketing Plan oleh Ujang Sumarwan (Editor), 2017 . Necessity is the basic human that must be fulfilled as in need of clothing, food and shelter. While the desire stems from the need when faced with a specific object to meet these needs, such as eating is a necessity but choosing what to eat is the desire. While the demand is a desire that is supported by the ability to purchase, such as buying a luxury mobile phone, it is the desire of many people but not all can afford it. Once consumers know the wants, needs and make it all a request then the marketers responding to solve the consumer problem with a form of the offer of products, services or other market offering. Once marketers offer and responded to by the consumer then the product has value as determined by a combination of quality, service and price. Exchange and economic transactions is the last groove in the basic framework of marketing cause consumers will pay a price and the producer will receive a replacement production and marketing costs and profit. For me, this material is interesting because it's happened in our lives everyday, distinguish wants and needs are usually higher our wishes because it is influenced by prestige or style of life so as to make the high demand for luxury goods for example, and when discussing the wishes and needs, Prof Ujang throw back to our spontaneous questions to answer any desire that is now unthinkable, a variety of responses made the grade on that day is not tired and bored, so that the material is quite effectively absorbed and understood.