MARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr

MARKETING MANAGEMENT MM 560 2020 Assoc. Prof. Dr. Wilhelmus Hary susilo Dr Wilhelmus Hary Susilo 2019 3/4/2021 1

THE ROLE OF MARKETING Dr Wilhelmus Hary Susilo 2019 3/4/2021 2

THE DEPICTION OF THE INTEGRATED ELEMENS OF THE BOUNDARY-SPANNING MARKETING ORGANIZATION • PRODUCT DEV, CUSTOMER RELATIONSHIP AND SUPLLY CHAIN • INSIDEOUTSIDEBOUNDARY MARKETING ACTIVITIES • INTERNAL, VERTICAL, INTERMARKET & OPPORTUNITY NETWORK CUSTOMER VALUECREATING PROCESSES STAKEHOLDERS Dr Wilhelmus Hary Susilo 2019 • PRIMARY & SECONDARY 3/4/2021 3

THE GRAND THEORY MIDLE RANGE THEORY APPLIED THEORY Dr Wilhelmus Hary Susilo 2019 3/4/2021 4

PILLAR OF GENERAL THEORY OF MARKETING R-A THEORY OF COMPETITION (Hunt and Morgan) SERVICE DOMINANT LOGIC (Vargo and Lush) CONSUMER CULTURE THEORY (Arnould and Thomson) Dr Wilhelmus Hary Susilo 2019 3/4/2021 5

THE ORGANIZATIONAL THEORY MARKETING SCOPE THEORY 1. ADJUSTMENT-COST 22. SOCIAL CAPITAL THEORY, THEORY OF THE FIRM, 2. 12. KNOWLEDGE-BASED VIEW 23. STAKEHOLDER THEORY, AGENCY, 3. BEHAVIORAL OF THE FIRM, 13. NETWORK 24. STRATEGIC CHOICE THEORY OF FIRM, 4. THEORY, 14. THEORY, 25. SYSTEM BOUNDED RATIONALITY ORGANIZATIONAL ECOLOGY, THEORY, 26. THEORY OF THEORY, 5. COMPETENCE 15. PROSPECT THEORY, 16. COMPETITIVE RATIONALITY, BASED THEORY, 6. REAL OPTIONS THEORY, 17. 27. THEORY OF CONTINGECY THEORY, 7. RESOURCE-ADVANTAGE MULTIMARKET ECLECTIC THEORY OF COMPETITIONS, 28. THEORY, 18. RESOURCEINTERNATIONALA OF THE GROWTH OF THE BASED VIEW OF THE FIRM, 19. PRODUCTIONS, 8. GAME RESORCE DEPENDENCE FIRM, 29. THEORY OF THEORY, 9. INDUSTRIAL THEORY, 20. SERVICEMULTINATIONAL ENTREPRISE, ORGANIZATION, 10. 30. TRANSACTION COST DOMINANT LOGIC, 21. INFORMATION ECONOMICS SIGNALING THEORY. ECONOMICS, 31. UPPER THEORY, 11. INSTITUTIONAL ECHELONS THEORY. Dr Wilhelmus Hary Susilo 2019 3/4/2021 6

CV Dosen � TETAP Pasca. Sarjana FE UPI YAI (MANAJEMEN MARKETING), Jakarta 2011 - sekarang, Pembimbing DISERTASI PROGRAM DOKTORAL, konsentrasi Marketing 2013 - sekarang, Dosen Teknik Arsitektur FT UPI YAI (1991 - Sekarang), Dosen Tidak Tetap UNPAK dan Pembimbing Thesis (2010 -sekarang). Dosen Tidak Tetap pada (MK Biostatistik Lanjut-S 2), Pasca. Sarjana STIK Sint Carolus, Jakarta, 2011 – 2014. Dosen Pembimbing Thesis S 2 - Metodologi STIK Sint Carolus, Jakarta 2012 -2014. Dosen Pembimbing Metodologi Penelitian pada penulisan Skripsi S-1, STIK Sint Carolus, Jakarta, 2009 – 2014. Peneliti Senior pada P 3 M UPI YAI, Jakarta. Dosen Tidak Tetap pada Pasca. Sarjana UMB (STRATEGIC MARKETING MANAGEMENT, ENTREPRENEURSHIP AND INNOVATION MANAGEMENT) dan Pembimbing Thesis, Jakarta 2012 - 2015. Penguji Disertasi Program Doktoral Ilmu Lingkungan, Universitas Indonesia. (20132016). � REVIEWER: JOURNAL DI: ATHENA YUNANI, ITALY Dr Wilhelmus Hary Susilo 2019 3/4/2021 7

PUBLISHMENT Buku yang Diterbitkan 2013 - 2020 (23): 1. RISET PEMASARAN ( Aplikasi dengan SPSS & LISREL pada Penelitian Pemasaran jasa) 2. MANAJEMEN PEMASARAN , Teori dan Aplikasi dalam Bisnis 3. MARKETING BISNIS JASA, Peran Orientasi Pelanggan, Building Character Terhadap Tingkat Daya Saing Institusi ( Teori dan Aplikasi SPSS & LISREL pada Riset Pemasaran). 4. RISET PEMASARAN INTERNASIONAL (2017) 5. The Business Research , Lambert Publishing, Latvia- East. European (2020). PUBLIKASI JURNAL INTERNASIONAL 25 MANUSCRIPT, REVIEWER INTERNASIONAL, PEMBICARA INTERNASIONAL CONFERENCE, ORASI ILMIAH. Dr Wilhelmus Hary Susilo 2019 3/4/2021 8

PERTEMUAN MATERI 01 Dr Wilhelmus Hary Susilo 2019 3/4/2021 9

MODUL 01 WEEK st of 1 • Marketing Not Static • Paradigm n Dr Wilhelmus Hary Susilo 2019 3/4/2021 10

Marketing is not static �Over the past decade, product management has become a global concept, and there is no reason why this trend will not continue in the future. Marketing is not static but an evolving discipline. In this new global marketplace, response time to a changing situation is critical to success. Dr Wilhelmus Hary Susilo 2019 3/4/2021 11

EMERGING PHENOMENA MARKETING �The characteristics of emerging phenomena by Yadav (2018), in marketing may include of substantive contexts with: (1). newest inovation in technology, (2). new methods of selling and (3). how firms and consumers communicated each other. Dr Wilhelmus Hary Susilo 2019 3/4/2021 12

PARADIGMA FUTURE MARKET PLACE �The model that will assist companies to improve plans for the future marketplace. Present a new concept, "edited platforms, " as a consumer aware, but company driven, product development model. Adams, Russell; Downey, Clara. Author Information. Journal of Marketing Theory and Practice 24. 2 (Spring 2016): 224 -235. Dr Wilhelmus Hary Susilo 2019 3/4/2021 13

EDITED PLATFORMS as a consumer aware, product but company development driven, model Dr Wilhelmus Hary Susilo 2019 3/4/2021 14

MODERN WORLD consumption changes demographic, witnessing many technological, Dr Wilhelmus Hary Susilo 2019 3/4/2021 15

PARADIGM IN MARKETING THOUGHT GENERAL THEORY GRAND THEORY RESOURCE DRIVING PARADIGMN: RA THEORY OF COMPETITIONS MARKETING SCIENCE VALUE CREATION & VALUE DELIVERY SERVICE DOMAIN PARADIGM: SERVICE DOMINAD LOGIC CULTURAL INTERACTION PARADIGM: GRAND TEORY CONSUMER CULTURE THEORY MIDLE RANGE THEORY Resources base theory MRT Net work theory Net work capital Hedonic value theory Dr Wilhelmus Hary Susilo 2019 3/4/2021 16

MARKETING IS (HULT, 2011) COMPOSED OF THREE PRIMARY CUSTOMER VALUE-CREATING PROCESS 3. CUSTOMER RELATIONSHIP 2. SUPPLY CHAIN MANAGEMENT: 1. PRODUCT MANAGEMENT: identifying customers, DEVELOPMENT acquiring physical and creating customer MANAGEMENT: information then knowledge, building creating solutions the transforming them customers wants. into customer relationships, and solutions' input a shaping customer perceptions Dr Wilhelmus Hary Susilo 2019 3/4/2021 17

UPPER ECHELONS THEORY (Hambrick, 2005) • Integrates literatures from various fields on characteristics of top managers as managerial background characteristics • Organization outcomes, strategic choice & performance level ORIGINAL SCOPE MARKETIN G SCOPE • Centers on the characteristics of top marketing managers, choice to structuring marketing organizations & developing Marketing strategy, the market performance choice and Related Decisions. • The key of Premise: major Marketing outcome are largely a Function of decisions making of Top Marketing executives of the Marketing Organizations. Dr Wilhelmus Hary Susilo 2019 3/4/2021 18

The marketing insights Market exchange • Marketing strategy issues • Practice • Higher degrees of creativity • Proactive with marketing efforts. • Responsive in the market place. • Targeting explicit customer needs and Latent customers. Internal organization • Decisions about marketing organization properties • Managerial backgrounds of the top marketing managers. • Job Integrations with others. Dr Wilhelmus Hary Susilo 2019 3/4/2021 19

Knowledge Based View of the Firm THEORY (Grant, 2002) ORIGINAL SCOPE • The emerging knowledge-based view of the firm is not a theory of the firm in any formal sense. • The characteristics of knowledge & the knowledge requirements of production. • Integrating knowledge. MARKETING SCOPE • Characteristics of market and marketing knowledge. • The knowledge requirement of developing and implementing marketing strategy. • The marketing Organization is conceptualized as an Institutions for Integrating Market and Marketing Knowledge. Dr Wilhelmus Hary Susilo 2019 3/4/2021 20

MARKETING INSIGHTS: MARKETING PROFESSIONALS SPECIALIZING IN KNOWLEDGE THE VALUE PRODUCTION GAINS DEVELOPMENT OF MARKETING STRATEGY & ACCOMPANYING PRODUCT AND SERVICE ASSORTMENT/ BERAGAM- REQUIRED KNOWLEDGE ACQUISITIONS & ORGANIZATIONAL MEMORY STORAGE WIDE RANGE OF SPECIALISTZED MARKET & MARKETING KNOWLEDGE Dr Wilhelmus Hary Susilo 2019 3/4/2021 21

REFERENCE � � � Kuzgun, E. , & Asugman, G. (2015). Value in Services – A Service Dominant Logic Perspective. Procedia - Social and Behavioral Sciences, 207, 242 -251. doi: 10. 1016/j. sbspro. 2015. 10. 093 Lusch, R. F. , Vargo, S. L. , & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5 -18. doi: 10. 1016/j. jretai. 2006. 10. 002 Shelby, H. (2014). Understanding marketing’s philosophy debates: A retrospective on seven key publication events. Journal of Historical Research in Marketing, 6(3), 351 -378. doi: 10. 1108/JHRM-04 -20130020 Vargo, S. L. , & Lusch, R. F. (2017). Service-dominant logic 2025. International Journal of Research in Marketing, 34(1), 46 -67. doi: 10. 1016/j. ijresmar. 2016. 11. 001 Wu, P. -L. , Yeh, S. -S. , Huan, T. -C. , & Woodside, A. G. (2014). Applying complexity theory to deepen service dominant logic: Configural analysis of customer experience-and-outcome assessments of professional services for personal transformations. Journal of Business Research, 67(8), 1647 -1670. doi: 10. 1016/j. jbusres. 2014. 03. 012 Dr Wilhelmus Hary Susilo 2019 3/4/2021 22