Notes on Marketing Class

Fransisca Susanti
Student of Master Program in Management
School of Business (
Bogor Agriculture University (


The Lecturers :

Prof. Dr. Ir. Ujang Sumarwan, MSc. (,,

Dr. Ir. Dodik Nurrochmat, M.Sc.

Dr. Mukhamad Najib,S.TP, MM 


The First Lecture

300 Words about the First Lecture of the Management of Marketing

I never expected before that the lecture of the Management of Marketing is so awesome!!! I thought it would be a little boredom cause there are so many theories of marketing. But, the lecturer, Prof. Ujang, has an unique way to make the lecture of the management of marketing becoming a real fun.


He stated that we stay all together in the world changing extremely rapidly. For facing free global trade challenge, we should improve our mind to be more creative and imaginative. We should think and find new ideas rapidly cause the innovator will have more competitive privilege.

I love his inspiring way to think. The idea is how to look a potential customer or client not just as a died thing or just an object of marketing, but as a lively human having his or her interest and passion. Cause marketing relates to people. We should show enthusiasm and spread positive energy to our potential customers. How is the way to satisfy our own customers. A way to approach a potential customer by human psychology. People love doing their own hobbies. They have tendencies to like some people having same passion more. Accordingly, the community such sport club will give more access to acquaint more closely the potential customers. Such golf, an exclusive sport, which is not just give occasion to do sport, but also to do a chit-chat. The situation will urge a deeper friendship. And suddenly the business opportunity will come in front of our eyes cause they feel more comfortable and trust us after having close friendship.


Branding our self image is really important. How to fulfill the business ethics. How to behave. How to communicate well. Even how to promote ourselves. We should think and share good points. It is a sharing era. Most people connected to internet love sharing and being shared. Social medias such as Blog, Twitter, Facebook, Instagram, WhatsApp, Line, and many others provide some access to promote ourselves if we know how to perform the best of us for the best intention of life. This simple way can open an opportunity which we never imagine before. It is a right time for jumping to a new passionate world.


It isn’t just about money!!!


We should realize that marketing isn’t just chasing profit as big as it can which is the short term project intention. But it must achieve long term project intention. The satisfaction and loyalty of consumers.

Thank you very much =)

Text Book

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



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 click the link below :




Sumarwan, U., Achmad Fachrodji., Adman Nursal., Arissetyanto Nugroho., Erry Ricardo Nurzal., Ign Anung Setiadi., Suharyono., Zeffry Alamsyah. 1st Printing. 2011. Marketing Strategic: Value Based Marketing and Marketing Metrics. Pemasaran Strategik: Perspektif Value-Based Marketing dan Pengukuran Kinerja. Bogor, IPB Press.


Chapter 1: Product
Product is everything offered into the market and can fulfil the needs of consumers. The main points need to get attention relating to the product is :
1. The product aspect
Intention : benefit, product visualization, add the product value.
2. The product classification
Starting by  Aspinwall Classification System
3. The product differentiation
Accomplished by product lining or product bundling.
4. Product positioning
It is a way accomplished by the marketer for building the image or identity in the mind of consumers for certain product, brand, or institution.
5. The brand concept (brand)
Brand Experience, Brand Image, Brand Recognition, Brand Franchise, Family Branding, Individual Branding.
6. Branding strategy and management
Brand identity, brand encoding.
7. The development of brand name
Fungtional or descriptive name, artificial name, name according to experience, inspiring name, brand asset, brand liability, brand equity.
8. Brand strategy and product line.
Chapter 2 : Price
Price is amount of money stated for a product or service. Price is the only one of marketing dispersed element (product, price, distribution, and promotion) generating income and it can influence the perception of consumers.
The variation of price includes premium price, certain competitor product price, average purchasing price, and average display price. The company wants optimal price, a price gives the maximum profit. In the linear function, the optimal price locates on the centre of maximum reservation price and variable cost of related product. Reservation Price is a value provided by customers, while the Percent Good Value is a proportion in which a customer believes that product has a ‘value’ in certain price. In determining the optimal price, it is important to know elasticity  of the product price before. There is the market response measure to the price change.
The Strategy of Price Determination : the determination of skimmed price, value-in-use pricing, percieved value pricing, segment pricing, strategic account pricing, plus one pricing cost based: floor pricing, penetration pricing, low cost leader pricing, competitive bid pricing, harvest pricing.
Chapter 3 : Distribution Channel

Definition :

Narrow meaning (David A.Revzan) : A channel of product flow from producers to intermediary or mediator, until to consumers.

Broad meaning (AMA) : A structure of organization unite inside and outside of company including of agents, dealers, big sellers and retailers, in which a commodity, product, or service are marketed.


Please download the pdf below :





The strategic marketing analyzes how a company should understand its consumers. Accordingly, it can arrange its marketing strategy for achieving the company intentions. Then, it can increase the company performance and create added value for stakeholders.

The marketing is understanding various needs of customers and developing a propotion for offering more superior value. By providing customer value which higher, then the management can provide and create higher value to stakeholders.

The value of a trade brand is formed of the belief of the customers to company trade brand. This belief forms relation between the brand and the customers urging reference, brand loyalty, and the will for considering new product and service offered by company in the future by that brand. This book also analyzes how some steps can create the brand equity and explains about some methods for measuring the brand equity.



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