Note for Marketing Class

Dewi Annisa Puspita
Magister Program of Management and Business
School of Business Institut Pertanian Bogor (SB IPB)

Lecturer: Prof. Dr. Ir. Ujang Sumarwan, M.Sc.

First Marketing Lecture on 15th January 2016

The second course that we have to learn on class was Marketing Management after Organization and Human Resources. This course was lectured by Prof. Dr. Ir. Ujang Sumarwan, M.Sc. Describing at a glance about him so far, he is an attractive and nice lecturer. He is so friendly to all of students, he always waves his hand to us in every moment we meet. He also tries to know us more by having a short conversation in our meeting.
Back to the main topic. Marketing is such an interesting subject I guess. Because marketing is the spearhead of a company. Without marketing inside, the company will be nothing. Even though in manufacturing company or service company. There will be no profit and sale, or even people wouldn’t know about that company at all.
What did you think about “Marketing”? Talking about Marketing, mostly we could say about market, selling, product, promotion, price, negotiation, satisfaction, loyalty, consumers, closing, needs, strategy, money, repeat order, creativity, transaction, brand, persuasion, lobby, target, counting, and many more.
There is always sense of marketing in every case that appear in some advertisements. Believe it or not, it also could happen in our daily activities. For example, there is an anecdote related to marketing, such as an incident which recently happening in our state. A terror bombing is just happening in our capital city, Jakarta. Sense of Marketing that we can see from this moment is, the terrorist is using a cap on his head which has Nike brand. His picture is spreading out in every media which is talking about him. Another anecdote, there is a figure of Captain America on the place where the terror happened. As we know that new film of Captain America will be released on this year soon, so it is an indirectly promotion for every people who see that picture, and so on. Those anecdotes are indirectly useful for promotion. Promotion is one of the important things of marketing.
So, what is exactly the definition of Marketing? Marketing is the management process responsible for identifying, anticipating, executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges, and satisfying individual customers and organization requirements profitably. There are analyzing, planning, actuating, and controlling for the process of marketing.
The activities of a company associated with buying and selling a product or service. It includes advertising, selling, and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsement, and general media exposure. There are the four P’s of marketing which are mostly known by Marketing Mix. They are Product, Place, Price and Promotion. But nowadays, Marketing Mix has developed into seven P’s. The enhancements are People, Process, and Physical Evidence.


Many people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and maintain a relationship with them. Even the small tasks like writing thank-you letters, playing golf with a prospective client, returning calls promptly, and meeting with a past client for coffee can be thought of as marketing. The ultimate goal of marketing is to match a company's products and services to the people who need and want them, thereby it can ensure the profitability.
With marketing inside, there are many benefits that can be gained  for a company, such as expanding market, maximizing profit, gaining sales target, building a brand, grabbing the consumers, growing the company up, attracting the investors, creating an image, and many more. Marketing is all about satisfying needs. Types of things that are marketed are goods, services, experiences, events, person, places, properties, organizations, information, and ideas. There are top ten things that are marketed from goods. They are lamp, syringe, alarm clock, camera, computer, vcd, radio, television, air conditioner (AC), and handphone. 
For the detail explanation about marketing management, I recommend you all to choose this book below as the reference, which is titled “Strategic Marketing” written by my lecturer, Prof. Dr. Ir. Ujang Sumarwan, M. Sc and others. We can find a whole good description and also the solution for many issues of marketing. 
That’s all about the first lecture of marketing management course in our class. Hopefully we can keep that subject in our mind and apply that in our daily activity or business. Thank you :)

Sumarwan Ujang; Agus Djunaedi; Aviliani; H.C Royke; Jusuf Agus Sayono; Rico R Budidarmo; Sofyan Rambe. (Strategic Marketing: Strategy for Corporate Growth and Share Holder Value).-Pemasaran Strategik: Strategi Untuk Pertumbuhan Perusahaan dalam Penciptaan Nilai bagi Pemegang Saham . Published byInti Prima, Februari 2009, ISBN 979-450-451-3  Please dowload link below for book preview:
Silahkan download e-book: