MARKETING MANAGEMENT II

E-BOOK
GROUP 4
Lecturer:
Prof. Drs. Agusty Tae Ferdinand, MBA,
DBA
 Created by:

Nandhira Muhammad
Fadilah Haya Diaz Faizal Muhammad
Ramadhani Khalil
Kamilah Rohyana Irza Ghaisan
Wiweko Hendaris
1201012019088 12010120190149 12010120190098 12010120190110 12010120190093
Abstract.
We are assigned to create an e-book that incorporates the compilation of resumes
we have created over the semester as part of our Marketing II Study Plan and in
order to obtain knowledge in the field of management. The main goal of this
assignment is to gain knowledge from various marketing theories. We have
numerous marketing theories, including elements, applications of the theories in
enterprises and research, and conceptual models from respectable publications in
this e-book.

We were able to improve our knowledge of basic marketing principles by

completing this exercise, which will help us make better decisions in the future. We
believe that this e-book will provide new and useful knowledge to our readers.
 Content List
What this e-book will cover
1. Resource Advantage Theory of Competition
2. Service Dominant Logic
3. Consumer Culture Theory
4. Goal Setting Theory
5. Agency theory
6. Self Congruence Theory
7. Entrepreneurial Marketing
8. Experiential marketing
9. Relationship marketing
10. Green marketing
11. Hospitality marketing
GROUP 4
R-A THEORY MODEL
Role of brand equity and competitive strategies in the
relation between horizontal alliances and its benefits.

CITATION
KIM, C. AND HU, B. (2021), "ROLE OF BRAND EQUITY AND COMPETITIVE STRATEGIES IN THE RELATION BETWEEN HORIZONTAL ALLIANCES AND ITS
BENEFITS", JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, VOL. AHEAD-OF-PRINT NO. AHEAD-OF-PRINT. HTTPS://DOI-
ORG.PROXY.UNDIP.AC.ID/10.1108/JBIM-02-2021-0115
 SOURCE:
Srichookiat, S. and Jindabot,
T. (2017), "Small family
grocers’ inherent advantages
over chain stores: a review",
International Journal of Retail
& Distribution Management,
Vol. 45 No. 4, pp. 446-462.
https://doi-
org.proxy.undip.ac.id/10.1108/I
JRDM-04-2016-0050
Source: Friske, W. and Zachary, M.A. (2017), "Regulation,
competition, and economic growth: A resource-advantage
theory perspective", Journal of Research in Marketing and
Entrepreneurship, Vol. 19 No. 1, pp. 26-41. https://doi-
org.proxy.undip.ac.id/10.1108/JRME-04-2016-0010
 Green market orientation and organizational performance in Taiwan’s electric and
electronic industry: the mediating role of green supply chain management capability

Citation
Borazon, E.Q., Huang, Y.-C. and Liu, J.-M. (2021), "Green market orientation and organizational performance in Taiwan’s electric and
electronic industry: the mediating role of green supply chain management capability", Journal of Business & Industrial Marketing, Vol.
ahead-of-print No. ahead-of-print. https://doi-org.proxy.undip.ac.id/10.1108/JBIM-07-2020-0321
 SOURCE:
C. Michael Wittmann, Shelby D. Hunt,
Dennis B. Arnett,
Explaining alliance success:
Competences, resources, relational
factors, and resource-advantage
theory,
Industrial Marketing Management,
Volume 38, Issue 7,
2009,
Pages 743-756,
ISSN 0019-8501,
https://doi.org/10.1016/j.indmarman.200
8.02.007.
(https://www.sciencedirect.com/scienc
e/article/pii/S001985010800031X)
 Marketing Management

Resource
Advantage
Theory of
Competition 12010120190149
Fadilah Haya Kamilah
Nandhira R. Wiweko 12010120190088
Muhammad Khalil Hendaris 12010120190098
Muhammad Irza Ghaisan 12010120190093
Diaz Faizal Rohyana 12010120190110
 Key takeaways:

Today's The Name and Inventor of RAToC

Topic Main Meaning of RAToC

Main Elements of RAToC

Application of RAToC in Practice and

Research
Strategy Scenario on Business

Example of models of research of

Knowledge (Marketing, Operation,
Finance, Strategic, Human Resource
Development
of R-A
Hunt and Morgan 1995

Theory of critique of R-A theory by Dickson

(1996)

Competition
Hunt and Morgan (1996)

Hunt (2000b)

MARKETING MANAGEMENT
Theory of
RATOC
R-A theory is a general theory of
competition that describes the
process of competition. table
below provides foundational
premises of Resources
Advantage Theory
Main Elements of RAToC

MARKET SEGMENTS HETEROGENEOUS FIRM

RESOURCES
market segments are defined as intraindustry Resources are defined as the tangible and
groups of consumers whose tastes and intangible entities available to the firm that
preferences with regard to an industry’s output enable it to produce efficiently and/or effectively
are relatively homogeneous. a market offering that has value for some
marketing segment(s).
COMPARATIVE ADVANTAGES/DISADVANTAGES
IN RESOURCES
firms that have a comparative advantage in resources,
will occupy marketplace positions of competitive
advantage for some market segment and results in
superior financial performance. Similarly, when firms
have a comparative disadvantage in resources, they will
occupy positions of competitive disadvantage, which will
then produce inferior financial performance.

MARKETPLACE POSITIONS OF COMPETITIVE

ADVANTAGES/DISADVANTAGES
firms compete for comparative advantages in resources
that will yield marketplace positions of competitive
advantage for some market segment(s) and, thereby,
superior financial performance.
A Schematic of Resource-Advantage Theory

figure beside shows, how well competitive

processes work is significantly influenced by
five environmental factors:

The societal resources on which firms draw

The societal institutions that form the “rules of
the game” (North 1990)
The actions of competitors, the behaviors of
consumers and suppliers
Public policy decisions
RAToC Implementation
in Practice and
Research
In the practice it can be shown that R-A can show the data obtained
supports research in the form of tangible or intangible resources that
significantly influence competitive advantage.

To achieve competitive advantage, the Company must manage a

combination of both tangible and intangible resources to create superior
customer value. Tangible resources can be in the form of human
resources (HR), financial resources, factory buildings, office warehouses,
production machines, business operational vehicles, materials and
others. Meanwhile, intangible resources can be in the form of company
reputation, brand, work culture, business networks, both supplier
networks, customer networks and networks with company stakeholders.
Strategy Scenario on
Business
The process of scenario planning should be objective and positively
influence company strategy. During a scenario planning process, four
alternate narratives and hence views of the future are crafted and used
to engage us in an open dialogue to test and explore our beliefs and
assumptions about the issue at hand. The key focus of the activity is to
engage in exploratory dialogue that will lead to developments in
shared meaning, emergence of new ideas and insights that will affect
decision‐making.
 Strategy Scenario on Business

01 02
IDENTIFY KEY FOCAL DETERMINE THE KEY
ISSUE. FORCES

There are two large categories of driving forces.

The process must begin with a well‐defined
External forces are the social, economic,
question to be answered or problem to be solved
environmental, and political forces in society that
and properly set the boundaries of the planning
are relevant to the topic of the scenario
process.
discussion. The other is organizational forces as
the specific actions and general positions taken by
Key factors lists are influencing the success or actors (individuals, agencies, and organizations)
failure of decision. that affect project success.
Example of Model
ALLIANCE SUCCESS

The fundamental thesis of the resource-

based view is that, because resources
are significantly heterogeneous across
firms, each firm's resource set is in some
ways unique. Furthermore, because
some resources are not easily bought,
sold, and/or traded in the marketplace.
Firms have a variety of ways in which to gain access to resources,
including
(1) developing them
(2) acquiring them, and
(3) gaining access to them

As to business alliances, resource-based researchers maintain that

alliance success is influenced significantly by
(1) the resources that each partner contributes to an alliance and
(2) the extent to which the alliance creates new resources

In addition to the resources that partners bring to an alliance, some

alliances also develop new resources. These “idiosyncratic” resources are:
(1) developed during the life of an alliance,
(2) created by combining the respective resources of partners, and
(3) unique to the alliance
Thank You!
MARKETING MANAGEMENT II

SERVICE
DOMINANT LOGIC
THEORY
NANDHIRA R. WIWEKO 12010120190088
M. KHALIL HENDARIS 12010120190098
DIAZ FAIZAL ROHYANA 12010120190110
M. IRZA GHAISAN 12010120190093
FADILAH HAYA KAMILAH 12010120190149
 1. Name and Definition of S-D Logic

CONTENS Theory.

2. Elements of S-D Logic Theory.

3. implementation of S-D Logic Theory.

4. scenario example of S-D Logic

Theory.

5. Example on another research

application
WHAT IS SDL?
Service-Dominant (S-D) Logic is a way of
thinking about the purpose and nature of
organizations, markets, and society as a whole.
Organizations, markets, and society are
fundamentally concerned with exchange of
service—the application of competencies
(knowledge and skills) for the advantage of a
party, according to S-D logic. That is, service is
traded for service; all businesses are service
businesses; all markets are service markets;
and all economies and societies are service-
based.
ESSENCE AND
MEANING
A novel technique of synthesizing
and communicating an alternate
understanding of transaction and
value generation in markets is
introduced by Service-Dominant
logic. It is based on the principle that
service the use of one's skills for the
benefit of others is the foundation of
all social and economic transactions.
FOUNDATIONAL
PREMISES OF SDL
THEORY
The service-dominant (S-D) logic, as
modified and detailed in Vargo and Lusch
(2008, p. 7), has ten foundational premises.
These are:
SERVICE-DOMINANT (S-D) LOGIC
IMPLEMENTATION

scholars have started to think in terms of value networks and

1 supply chain
systems and focus on cocreation due to the influence of S-D logic
management and
logistics

shown to facilitate a seamless integration of ethical accountability

2 branding and
in marketing decision-making (Abela and Murphy, 2008) and used
brand cocreation to guide practitioners to achieve and sustain strategic advantage
(Bettencourt, Lusch, and Vargo, 2014)
SERVICE-DOMINANT (S-D) LOGIC
IMPLEMENTATION

advance the conceptualization of a number of concepts and

3 discussions in service research, such as service innovation, service
Service Research design, servicescape and customer engagement (e.g. Brodie et al.,
2011; Hollebeek et al., 2016).

S-D logic has been used to inform a variety of research areas within
marketing and is increasingly helping to guide the development of a
general theory of the market. S-D logic has been taken up across the
4 Marketing
sub-disciplines of marketing, including in branding, supply chains,
consumer culture, and social marketing. The most recent application
areas also include business models and sales .
 THEORY APPLICATION IN
RESEARCH AND
PRACTICES
The application of S-D rationale brings
a binding together benefit viewpoint
that can empower the improvement of
novel bits of knowledge
approximately the co-creation of
esteem and supporting frameworks
inside these different investigate
streams.
EXAMPLE OF S-D
LOGIC
APPLICATION
STARBUCKS
SERVICE DOMINANT

You must treat products as

service offerings according to the
S-D logic. Instead of seeing your
product as a simple cash
exchange, think of it as a tool that
helps you provide a service that
benefits the customer.
SERVICE-DOMINANT STRATEGY CANVAS
Lüftenegger, E.,
Comuzzi, M., &
Grefen, P. W. (2015).
Designing a tool for
service-dominant
strategies using
Action Design
Research. Service
Business, 11(1),
161–189.
https://doi.org/10.10
07/s11628-015-
0297-7
 S-D LOGIC STRATEGIC SCENARIO
Creator Of
Value

Network Partners Customers Company

Propose and co-create

value, provide service

Customers continue the

value-creation process by
using what Company offer in
the market.
Provide services in the Co-create value through the Creating
form of being involved integration of Company Services, Personalization,
in society to increase provided resources with Prestige (status), Workplace,
the value to other private and public Icon, Experience
consumers. resources

Brand Perceived Brand

Satisfaction
Awareness Quality Loyalty

Competitive Advantage
THANKYOU
Group 4

Consumer
Culture Theory
Fadilah Haya Kamilah 12010120190149
Muhammad Khalil Hendaris 12010120190098
Diaz Faizal Rohyana 12010120190110
Muhammad Irza Ghaisan 12010120190093
Nandhira Ramadhani Wiweko 12010120190088

Marketing Management II
Marketing

Consumer Culture
Theory, Definition
and Explanation
 Consumer Culture
Consumer Culture Theory are discovered
by Arnould and
Theory Definition Thompson at 2005.

Consumer culture Theory

according to Arnould and
Thompson (2005):
Consumer culture symbolises a social
“Denotes a social arrangement in which the arrangement in which the relations between
relations between lived culture and social lived culture and social resources, and
resources, and between meaningful ways of between meaningful ways of life and the
life and the symbolic and material resources symbolic and material resources on which
on which they depend, are mediated through they depend, are mediated through markets
markets” (Arnould and Thompson, 2005).
CCT
Explanation

Point 1 Point 2 Point 3

CCT explores the heterogeneous distribution From a CCT standpoint, consumer culture is The socio-historic patterning of
of meanings and the multiplicity of as a dynamic network of boundary spanning consumption aligns CCT with sociological
overlapping cultural groupings that exist material, economic, symbolic, and social and historical research on the role of class,
within the broader socio-historical frame of relationships or connections. Consumer gender, and ethnicity as structural
globalization and market capitalism. culture is what consumers do and believe influences on marketplace behaviors and
rather than an attribute of character. vice versa.

Marketing Management II
 common structure of theoritical interest

The Socio-historic
Patterning of Consumption

Globalization and Structure- Agency

the "Scapes" of tentions
Global Flows

Marketplace Cultures Consumer Identity Projects

Market Mediated Networks Ideological Shaping of

and Embedded
Mass-Mediated Marketplace Consumer Identity Goals
Consumption Ideologies and Consumers and Desires
Interpretive Strategies
 Commercial market made commodities

Artefacts of the material world such as objects, images, text,

elements of advertising

Factors Individuals and groups

Groups as units of inquiry such as the family

Arnould and Thompson (2005) point

out that CCT is focused on
consumption in context rather than in
unreal, created, hypothetical settings. The social environment
This means that there are three
factors that influence consumer
Finally there is the recognition that the individual and the
decisions
artefacts with which she/he interacts exist within a social system.
 ACCORDING TO THE 2005 DETAILING,
CCT COULD BE A FIELD OF REQUEST
THAT LOOKS FOR TO DISENTANGLE THE
The essence of cct COMPLEXITIES OF CONSUMER CULTURE.
THE CCT SEE OF CULTURE CONTRASTS
DRASTICALLY FROM THE CUSTOMARY
SHOPPER INQUIRE ABOUT
REPRESENTATION OF “CULTURE AS A
REASONABLY HOMOGENOUS
FRAMEWORK OF COLLECTIVELY SHARED
IMPLICATIONS, WAYS OF LIFE, AND
BINDING TOGETHER VALUES SHARED BY
A PART OF SOCIETY (ARNOULD AND
THOMPSON, 2005, PP. 868–869). IN CCT,
CUSTOMER CULTURE REFERS TO WHAT
SHOPPERS DO AND ACCEPT INSTEAD OF
AN TRAIT OF CHARACTER.
 CONSUMER IDENTITY PROJECTS

The MARKETPLACE CULTURES

Elements of SOCIO-HISTORIC PATTERNING OF

CONSUMPTION
the CCT
MASS-MEDIATED MARKETPLACE
IDEOLOGIES AND CONSUMERS'
INTERPRETIVE STRATEGIES
Marketing

Benefit of CCT
 CCT emerged as a subdiscipline into the broader consumer
research tradition which, on the other hand, was born as a
subdiscipline of marketing at the end of 1960s (Bode &
Askegaard 2017)

CCT’s unique conceptual and methodological tools beneficial for

marketing scholars, practitioners – and for marketing students – have
been discussed and disseminated in a range of influential and pedagogical
marketing textbooks and popularized chapters (e.g. Belk et al., 2012; Bode
& Askegaard, 2017; Holt, 2004; Kozinets, 2010; Moisander & Valtonen, 2006;
Schroeder & Salzer-Mörling, 2006; Visconti et al., 2020; Zwick & Cayla, 2011).

Back to Lean Canvas Overview

 Consumer Identity Projects

contemporary developments in
Marketplace Cultures
CCT research that more or less
map onto the heuristic
categories outlined by Arnould the Sociohistorical Patterning of
and Thompson’s (2005) Consumption

Mass-Mediated Marketplace Ideologies

and Consumers’ Interpretive Strategies
Back to Lean Canvas Overview
 Arnould, Eric &
Thompson, Craig. (2001).
Consumer Culture Theory
A SHORT HISTORY OF A
YOUNG SUBDISCIPLINE
(Or the Tale of the
Rebellious Offspring).
Example of Models

Esau, Darcen. (2019). The

taste of a label : do visual
sensory cues on a wine label
impact the sensory taste of
the wine?.
10.14288/1.0378470.
Example of Models

Myszewski, J.M. and Sinha,

M.N. (2018), "A model for
measuring effectiveness of
quality management
practices in health care",
Leadership in Health
Services, Vol. 31 No. 3, pp.
310-325. https://doi-
org.proxy.undip.ac.id/10.11
08/LHS-03-2018-0020
Example of Models

Okpara, J.O. and Kabongo, J.D.

(2017), "The effect of cross-
cultural training on expatriates’
adjustment: Evidence from an
emerging African economy",
Journal of Management
Development, Vol. 36 No. 9, pp.
1114-1124. https://doi-
org.proxy.undip.ac.id/10.1108/
JMD-09-2016-0166
Example of Models

Cova, B. and Salle, R. (2008),

"The industrial/consumer
marketing dichotomy revisited:
a case of outdated
justification?", Journal of
Business & Industrial Marketing,
Vol. 23 No. 1, pp. 3-11.
https://doi-
org.proxy.undip.ac.id/10.1108/
08858620810841443
THANK YOU
 Arnould, E., & Thompson, C. J. (2007, June 7). Consumer culture theory
(and we really mean theoretics): Dilemmas and opportunities posed by an
academic... Retrieved March 1, 2022, from ResearchGate website

Resource Arnould, E., & Thompson, C. (n.d.). Consumer Culture Theory. Retrieved
from https://uk.sagepub.com/sites/default/files/upm-

Page assets/93533_book_item_93533.pdf

Arnould, Eric & Thompson, Craig. (2001). Consumer Culture Theory A

SHORT HISTORY OF A YOUNG SUBDISCIPLINE (Or the Tale of the
Rebellious Offspring).

Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory

(CCT): Twenty Years of research. Journal of Consumer Research, 31(4),
868–882. https://doi.org/10.1086/426626
Goal
Setting
Theory
Fadilah Haya Kamilah 12010120190149
Muhammad Khalil Hendaris 12010120190098
Diaz Faizal Rohyana 12010120190110
Muhammad Irza Ghaisan 12010120190093
Nandhira Ramadhani Wiweko 12010120190088
Definition
"Broadly defined, goal-setting is the process of establishing clear and usable
targets, or objectives, for learning."
(Moeller, Theiler, & Wu, 2012)

"Goal-setting theory is summarized regarding the effectiveness of specific,

difficult goals; the relationship of goals to affect; the mediators of goal effects;
the relation of goals to self-efficacy; the moderators of goal effects; and the
generality of goal effects across people, tasks, countries, time spans,
experimental designs, goal sources (i.e., self-set, set jointly with others, or
assigned), and dependent variables."
(Locke & Latham, 2006)
Sustainable and Conventional Goal-Setting Theory

Neubert, M. J., & Dyck, B. (2016). Developing sustainable management theory: goal-
setting theory based in virtue. Management Decision.
Principles
According to Locke and Latham,
there are five goal setting
principles that can improve our
chances of success:

Clarity
Challenge
Commitment
Feedback
Task Complexity
Elements
The SMART goals:

Specific
Measureable
Achieveable
Relevant
Timely
Goal Setting Theory Template
Model
This illustrates how goals
formulated with goal attributes
of specificity and difficulty,
under certain mediating and
moderating conditions, result in
improvement of task
performance, in turn increasing
the chance of goal attainment.
Locke and Latham’s theoretical
framework outlines only the
goal attributes that effective
objectives should have to
enable the attainment of the
desired goal effect it does not
specify the goal contents that
give the statements these
attributes.
 Making Goal
Setting Theory
Using SMART
Indicator

Goals Using SMART Indicator

GOAL SETTING THEORY

Specific: it states an outcome

Measurable: it states an indicator of the outcome
Attainable: it states an achievable relevant target
level of the indicator
Realistic: the target level can be attained with
available resources in a particular time frame
Time bound: the desired time frame is specified.
Implementing Goal
Setting Theory in Practice

How to use GST

Identify the purpose of the goal

Meet with the employee
Develop a plan using the SMART model
(Specific, Measurable, Achievable, Realistic,
Time-bound)
Make sure the employee has what they
need to accomplish the goal
Provide regular feedback
 Implementing Goal
Setting Theory in
Research
Goal setting theory is integrated into a longitudinal high performance cycle
(HPC) which provides a framework for understanding motivation more
thoroughly by Latham and Locke (2007). According to HPC, goal setting
theory predicts, explains, and influences an employ
ee’s job performance and satisfaction which triggers employees’
commitment to organization (Latham & Locke, 2007). Job satisfaction
affects organizational commitment, and job dissatisfaction leads to reduce
employee commitment to the organization. Essentially job satisfaction
increases organizational commitment and high organizational commitment
leads to the setting high goals, which indicates the recursive nature of HPC
(Borgogni & Dello Russo, 2012). According to high performance cycle
(HPC), goal specificity and level of difficulty, which are referred to as
demands, affect job performance positively. High goals lead to high
performance, which in turn leads to contingent rewards, which can be
external or internal, and through these, to job satisfaction. Therefore
rewards mediates the role between demands and job performance (Latham
& Locke, 2007).
Primary Concepts of
GST

Journal:
Manning, T. (2017), "The development and use of a contingency model of
objective setting", Industrial and Commercial Training, Vol. 49 No. 6, pp.
288-295. https://doi-org.proxy.undip.ac.id/10.1108/ICT-07-2017-0055
Theoretical
Framework
and
Hypotheses
Krats and Brown (2013) indicate
that the process of linking goal
setting to performance appraisal
positively affects employees’
acceptance and perceived Harrington, J., & McCaskill, J. (2021). Does goal setting matter? The
credibility of the performance impact of employee-level and organizational-level goal properties on
evaluation system public employees' perception of performance appraisal fairness.
International Journal of Public Sector Management.
Team Goal Setting

Journal:
Bipp, T. and Kleingeld, A. (2011), "Goal‐setting in practice:
The effects of personality and perceptions of the goal‐
setting process on job satisfaction and goal commitment",
Personnel Review, Vol. 40 No. 3, pp. 306-323. https://doi-
org.proxy.undip.ac.id/10.1108/00483481111118630
Download as .RIS
Team Goal Setting Model

‘‘The Relationship of
Entrepreneurial Traits,
Skill, and Motivation to
Subsequent Venture
Growth,’’ by J.R. Baum &
E.A. Locke, 2004,
Journal of Applied
Psychology, 89, p. 592.
Team Goal Setting Model

Godwin, J.L., Neck, C.P. and

Houghton, J.D. (1999), "The
impact of thought self‐
leadership on individual goal
performance: A cognitive
perspective", Journal of
Management Development,
Vol. 18 No. 2, pp. 153-170.
Team Goal Setting Model

Adopted from E.A. Locke and G.P. Lathan.A theory of ‘Goal Setting’ and
‘Task Performance’ (Englewood Clifts by permission of Edwin Locke.
Team Goal Setting Model

Adopted from E.A. Locke and G.P. Lathan.A theory of ‘Goal Setting’ and
‘Task Performance’ (Englewood Clifts by permission of Edwin Locke.
THANK
YOU
 MARKETING
MANAGEMENT II

AGENCY
THEORY
By Group 4:
Fadilah Haya Kamilah 12010120190149
Muhammad Khalil Hendaris 12010120190098
Diaz Faizal Rohyana 12010120190110
Muhammad Irza Ghaisan 12010120190093
Nandhira Ramadhani Wiweko 12010120190088
 AGENCY THEORY

THE AGENCY MODEL IS ONE OF THE MOST ANCIENT THEORIES IN

MANAGEMENT AND ECONOMICS. THIS THEORY AIDS IN THE
IMPLEMENTATION OF VARIOUS GOVERNANCE MECHANISMS IN JOINTLY
HELD CORPORATIONS TO CONTROL THE AGENTS' ACTIONS.
INDIVIDUALS OR GROUPS OWN STOCK IN A JOINT STOCK COMPANY,
AND THESE SHAREHOLDERS DELEGATE AUTHORITY TO MANAGERS.
CONCEPTUAL FRAMEWORK
The metaphor of a contract is used
in agency theory to describe
relationships in which one party
delegated work to another.

The theory focuses on determining

the most efficient way to govern a
specific relationship. Implicit
"social contracts" such as social
norms, peer pressure, and peer
acceptance can all be evaluated
using theory.
AGENCY THEORY
VARIABLES
ELEMENTS OF
AGENCY COST

01 02 03
MONITORING COST BONDING COST RESIDUAL LOSS
MONITORING COST
Monitoring cost involves the
cost associated with the
monitoring and assessing of
the agent’s performance in
the firm. The various
expenditures covered under
the monitoring cost are the
payment for watching,
compensating and evaluating
the agent’s behaviour.
BONDING COST
The bonding costs are
attached to the managers,
where the managers of a firm
are committed to their
contractual obligations that
limit their activity.
Monitoring cost and bonding
cost go in the opposite way,
where the bonding cost
increases with the decline
in monitoring costs.
RESIDUAL LOSS
The conflict of interest
between the shareholders and
managers results in another
problem, where the decision
taken by the managers are
not aligned to maximise the
wealth of the owners. These
inefficient managerial
decisions lead to a loss
known as the residual loss.
 5,000
Target number
of sales per month
 TYPES OF AGENCY PROBLEMS

Type 1-Principal Type 2-Principal- Type 3-Principal

Agent Problem Principal Problem Creditor Problem
The problem of agency This kind of agency problem The conflict between the
between owners and managers prevails in a country or owners and creditors arise
in the organisations due to company, where the due to the projects
the separation of ownership ownership is concentrated undertaken and the
from control was found in the hands of few persons financing decision taken by
since the birth of large or with the family owners, the shareholders
corporations (Berle & then the minority (Damodaran, 1997). The
Means, 1932). The argument shareholders find it shareholders try to invest
on the agent’s self- difficult to protect their in the risky projects,
satisfying behaviour is interests or wealth where they expect higher
based on the rationality of (Demsetz & Lehn, 1985). return.
human behaviour (Sen, 1987;
Williamson, 1985).
CAUSES OF AGENCY PROBLEM
 MARKETING
MANAGEMENT II

IMPLEMENTATION
OF AGENCY
THEORY
 IMPLEMENTATION IN SOCIAL STANDARDS IN
MULTI-TIER APPAREL SUPPLY CHAIN

Köksal, D., & Strähle, J. (2021). Social Sustainability in Fashion Supply Chains—Understanding
Social Standard Implementation Failures in Vietnam and Indonesia Using Agency Theory.
Sustainability, 13(4), 2159. MDPI AG. Retrieved from http://dx.doi.org/10.3390/su13042159
 Tate, W. L., Ellram, L. M., Bals, L., Hartmann, E., & van der Valk, W. (2010). An Agency Theory
perspective on the purchase of marketing services. Industrial Marketing Management, 39(5), 806–819.
https://doi.org/10.1016/j.indmarman.2009.08.005
Dominici, G., & Yolles, M. (2016). Decoding the XXI Century's Marketing Shift: An Agency Theory
Framework. Syst., 4, 35.
Parker, D.W., Dressel, U., Chevers, D. and Zeppetella, L. (2018), "Agency theory perspective on
public-private-partnerships: international development project", International Journal of
Productivity and Performance Management, Vol. 67 No. 2, pp. 239-259.
MARKETING
MANAGEMENT II

THANK
YOU! WE'RE OPEN
TO QU ES TIONS
AR IFI CA TI ONS.
AND CL
 Marketing
Management

Self Congruency
Theory
By Group 4:
Fadilah Haya Kamilah 12010120190149
Muhammad Khalil Hendaris 12010120190098
Diaz Faizal Rohyana 12010120190110
Muhammad Irza Ghaisan 12010120190093
Nandhira Ramadhani Wiweko 12010120190088
 Self Congruency
Theory Definition

According to self-congruence theory,

consumers use brands to express themselves
and emphasize certain aspects of their identity,
symbolize status or manifest a sense of
belonging to a group (Aaker, 1999; Escalas &
Bettman, 2003; Sirgy, Lee, Johar, & Tidwell, 2008)
 self Congruency Theory Framework

the higher congruency a prospective employee perceives between her/his ideal image and a company’s
image, the more likely it is that this employee will have a positive attitude towards seeking employment
with that company. known as factor social influence.
 THEORETICAL BACKGROUND

The self-congruity effect on a long-term brand relationship can explained in

relation with the concept of commitment, which has been considered to be
a crucial element in the formation of a successful long-term relationship
(Gundlach, Achrol, and Mentzer 1995; Morgan and Hunt 1994). Researchers
have defined commitment as "an implicit or explicit pledge of relational
continuity between exchange partners (Dwyer, Schurr, and Oh 1987)" or "an
enduring desire to maintain a valued relationship (Morgan and Hunt 1994).
 RESEARCH
HYPOTHESES
 Brand Attachment Process
1. Brand personality/self-concept
congruity is positively related to
emotional dependence and separation
anxiety.
2. Emotional dependence and separation
anxiety evoke positive emotions
related to brand attachment such as
love and joy.
 Self-Esteem Process
1. Brand personality/self-concept
congruity is positively associated with
self- or reflected appraisal.
2. Positive self- or reflected appraisal
evokes positive emotions such as pride
and joy related to self-esteem.
 Emotion and Brand Commitment
1. Positive emotions such as love and joy
in the brand attachment process are
positively associated with brand
commitment.
2. Positive emotions such as pride and
joy in the self-esteem process are
positively associated with brand
commitment.
 Implementation of Self Congruence Theory
Self-congruence; the condition in which an individual's ideal or actual self-align with a
brand's image or per- sonality (Aaker, 1999; Sirgy, Grewal, & Mangleburg, 2000; Sirgy et al.,
1997; Sirgy & Su, 2000; Tuškej, Golob, & Podnar, 2013). Additionally, self-concept is driven by
self-esteem; the need to enhance oneself and pursue one's ideal self-image. Individuals
often raise their self-esteem by emphasizing certain positive aspects of their lives through
affilia- tions with specific products or brands. A prominent example of this notion is
conspicuous consumption, such as living in a luxury hotel (Aaker, 1997) or using a symbolic
brand.
The classification of brand types can be divided into two categories: functional and
symbolic. By choosing particular brands that align with their identity, consumers are able to
augment and enhance their own self-concept (Park & John, 2010).
Implementation of Self Congruence Theory
integrative model of destination image, self-congruence, and functional
congruence to predict travel behaviors

(PDF) Self-congruence, functional congruence, and destination choice. (2013). ResearchGate.

https://doi.org/10.1016\/j.jbusres.2011.09.009
Implementation of Self Congruence Theory

Published in 2007
SELF-CONGRUITY : ANTECEDENTS AND CONSEQUENCES 1
N. Hohenstein
Implementation of Self Congruence Theory

Andreassen, T.W. and Lanseng, E.J. (2010), "Service differentiation: A self‐image congruency
perspective on brand building in the labor market", Journal of Service Management, Vol. 21 No. 2,
pp. 212-236. https://doi-org.proxy.undip.ac.id/10.1108/09564231011039295
 Implementation of Self Congruence Theory

Dongoh Joo, Kyle Maurice Woosnam, Sojung Lee, Choong Ki Lee, Destination loyalty as explained through self-congruity, emotional
solidarity, and travel satisfaction,
Journal of Hospitality and Tourism Management, Volume 45, 2020, Pages 338-347, ISSN 1447-6770,
https://doi.org/10.1016/j.jhtm.2020.06.017. (https://www.sciencedirect.com/science/article/pii/S1447677020301704)
 Implementation of Self Congruence Theory

Plewa, C., & Palmer, K. (2014). Self-congruence theory: towards a greater understanding of the
global and malleable selves in a sports specific consumption context. International Journal of
Sports Marketing and Sponsorship.
 Thank You
Presentation by Group 4 Marketing Management
Entrepreneurial
Marketing
By Group 4:
Fadilah Haya Kamilah 12010120190149
Muhammad Khalil Hendaris 12010120190098
Diaz Faizal Rohyana 12010120190110
Muhammad Irza Ghaisan 12010120190093
Nandhira Ramadhani Wiweko 12010120190088
Entrepreneurial
Marketing definition
"the proactive identification and exploitation
of opportunities for acquiring and retaining
profitable customers through innovative
approaches to risk management, resources
leveraging and value creation"
(Morris et al. 2002).
Differences between traditional
marketing and entrepreneurial
marketing

Based on Morris, Schindehutte

and La Forge (2002).
 Six elements of entrepreneurial
marketing concepts

Q1 Q2 Q3 Q4 Q5 Q6
Customer Continuous Strategic Calculated Proactiveness Resource
intensity innovation flexibility risk-taking leverage
4Vs, 4As, and 4Os of the marketing mix On
entrepreneurial Marketing
 Model Scenario of Entrepreneurial Marketing

R. Astuti, A. Afiff, & T. Balqiah. (2018). Entrepreneurial marketing and marketing

strategies of SMEs on marketing performance: An empirical analysis of fit. Undefined;
https://www.semanticscholar.org/paper/Entrepreneurial-marketing-and-marketing-
strategies-Astuti-Afiff/5f7bdae25453301700f4ed339b1336de9e278105
 Model Scenario of Entrepreneurial Marketing

Anoma Kolongahapitiya. (2018, May). Progression of Theory of Entrepreneurial

Marketing (EM). ResearchGate; unknown.
https://www.researchgate.net/publication/327514143_Progression_of_Theory_of_Entre
preneurial_Marketing_EM
 Model Scenario of Entrepreneurial Marketing

Yang, M., & Gabrielsson, P. (2017). Entrepreneurial marketing of international high-tech

business-to-business new ventures: A decision-making process perspective. Industrial
Marketing Management, 64, 147–160.
https://doi.org/10.1016/j.indmarman.2017.01.007
‌
 Model Scenario of Entrepreneurial Marketing

Yang, M., & Gabrielsson, P. (2017). Entrepreneurial marketing of international high-tech

business-to-business new ventures: A decision-making process perspective. Industrial
Marketing Management, 64, 147–160.
https://doi.org/10.1016/j.indmarman.2017.01.007
 Model Scenario of Entrepreneurial Marketing

Yang, M. (2018). International entrepreneurial marketing strategies of MNCs: Bricolage

as practiced by marketing managers. International Business Review, 27(5), 1045–1056.
https://doi.org/10.1016/j.ibusrev.2018.03.004
‌
Thank You
Let us know if you have
questions or clarifications.
 MARKETING MANAGEMENT

EXPERIENTIAL
MARKETING
Fadilah Haya Kamilah 12010120190149
Muhammad Khalil Hendaris 12010120190098
Diaz Faizal Rohyana 12010120190110
Muhammad Irza Ghaisan 12010120190093
Nandhira Ramadhani Wiweko 12010120190088
Experiential marketing is a marketing strategy
that immerses or deeply engages customers in
a product. In a nutshell, experiential marketing
allows customers to not only buy but also
experience a brand's products or services.
Memorable and unique experiences create
emotional connections between the brand and
the consumer.
 THEORETICAL FOUNDATION OF
EXPERIENTIAL MARKETING
experiential marketing perceives consumption as primarily subjective, an
emotional state of consciousness (Yeh et al., 2019; Ding and Tseng, 2015;
Holbrook and Hirschman, 1982). Sensory elements are the basic elements
of consumer experience; these senses shape the consumer’s holistic
feelings toward the brand (Berry et al., 2002). Consumer-expressed feeling
is assumed to affect brandrelated emotions and thoughts (Brakus et al.,
2009), reflected in affective and cognitive responses toward the brand
(Meng-Shiou et al., 2019; Nigam, 2012; Verhoef et al., 2009).
 Personalized engagement

Stronger connection between product

BENEFITS and emotion

The establishment of a positive point of

interaction

Social shareability
KEY ELEMENTS OF EXPERIENTIAL
MARKETING
Target Audience Awareness Background
It is unnecessary for your entire If you're launching an experiential Connection
customer base to want to see marketing strategy, make sure
your product or service in action. there are enough people who Ensure that the product's
Choosing and dividing it into want to use it. This is only background is appropriate, giving
sections is sometimes a better possible if your product is customers reasons to want to be
option. properly advertised. The main a part of it. Customers would
goal is to make customers aware have an emotional connection to
of what you're doing. the brand, which would benefit
product sales in the long run.
 CONCEPTUAL MODEL OF
EXPERIENTIAL MARKETING
 Gheorghe, C., Gheorghe, I.R., &
Purcarea, V.L. (2017). Modeling the
consumer’s perception of experiential
marketing in the Romanian private
ophthalmologic services. Romanian
Journal of Ophthalmology, 61, 219 -
228.
 Srinivasan, S. R., & Srivastava, R. K. (2010). Creating the futuristic retail
experience through experiential marketing: Is it possible? An exploratory study.
Journal of Retail & Leisure Property, 9(3), 193–199.
https://doi.org/10.1057/rlp.2010.12
Kanopaite, Vaida. (2015). The Impact of Experiential Marketing Use on
Customer Perceived Value and Satisfaction in Lithuanian Restaurants.
10.13140/RG.2.1.2466.7048.
 TOURISTS’ PRE-TRAVEL ONLINE DESTINATION EXPERIENCES

H1
The application of experiential marketing on destination websites positively Anne Köchling,
affects the online destination experience (ODE) in the travel inspiration phase. Experiential marketing as a tool to enhance Tourists’ pre-
H2 travel online destination experiences? A web-based
The more comprehensive the application of the experiential marketing experiment,
framework to destination websites, i.e. the higher the level of experiential Journal of Destination Marketing & Management,
marketing, the more positive the ODE. Volume 22, 2021.
SEGMENTATION OF ONLINE GAME CUSTOMERS

Jyh-Jian Sheu, Yan-Hua Su, Ko-Tsung Chu,

Segmenting online game customers – The perspective of experiential marketing,
Expert Systems with Applications,
Volume 36, Issue 4,
2009
 THANK YOU
IF YOU HAVE ANY QUESTIONS PLEASE KINDLY ASK
marketing management

RELATIONSHIP
MARKETING
Group 4
Fadilah Haya Kamilah 12010120190149
Muhammad Khalil Hendaris 12010120190098
Diaz Faizal Rohyana 12010120190110
Muhammad Irza Ghaisan 12010120190093
Nandhira Ramadhani Wiweko 12010120190088
 01

Definition of relationship
marketing
Relationship marketing is an aspect of the customer
relationship management (CRM) that focuses on customer
loyalty and long-term customer engagement rather than on
short-term goals such as customer acquisition and individual
sales. Relationship marketing (or customer relationship
marketing) aims at creating a strong, even emotional,
branded customer relationship that can lead to continued
business, free mouth-to-mouth advertising, and customer
information that can generate leads
Relationship Marketing 03

effective relationship marketing involves a

variety of overlapping strategies and
technologies that help foster a deeper, long-
term relationship with current and prospective
customers.

Figure besides shows Strategies and

technologies that help foster a deeper, long-
term relationship with current and prospective
customers
Relationship Marketing Elements

1. Time: amount of time spent

together
2. Intensity: emotional intensity and Time and intensity are the most
the sense of closeness fundamental and most difficult to
3. Trust: intimacy or mutual leverage by companies.
confiding
4. Reciprocity: amount of reciprocal
services
 Salford & Co. 03

main idea of
relationship marketing
01 create customer loyalty.

increasing involvement and long-term

02 relationships with consumers.

stimulates an emotional response and connect to

03 customer personally
 06
Advantages of relationship
marketing
Segmented public with fit Client Rentention
Relationship marketing focus on clients making When you work to build relations with clients, and
it possible to segment them and deliver exactly are not just thinking about closing the deal, you start
what they want and need. to encourage loyalty. This means that the chances of
keeping them as clients for longer are bigger.
Sales funnel optimization Better ROI
if the business market being segmented, sales From the moment you focus on the right public
cycle is shortened automatically, the and is able to retain your clients, a high ROI
conversion rate improves, generating a bigger comes as part of the package, and that's
number of new clients that have a real chance excellent! Along come more revenue, more
of buying products deals for the company and new investment
opportunities
Byrnes, Thomas & Mujtaba, Bahaudin G.. (2011). The Value Of B2B Face-To-Face Sales Interaction In The United States, Canada And Latin
America. International Business & Economics Research Journal (IBER). 7. 10.19030/iber.v7i3.3236.
(PDF) The implementation of relationship marketing in commercial banking. (2022). ResearchGate. https://doi.org/10.1016\/0019-
8501(93)90040-E
Aida Matri Ben Jemaa and Nadine Tournois (2014), Journal of Marketing Research
and Case Studies, DOI:
10.5171/2014.201710
 Model For Hair Salon

Amoakoh, E.O., & Naong, M.N. (2017). The relevance of relationship marketing model for hair salon’s
competitiveness: a theoretical perspective. Problems and perspectives in management, 15, 132-139.
Javad Zebardast Gashti. (2017). Study of the Impact of Relationship Marketing on the Customer Attitude with
Emphasis on the Role of Advertising Effectiveness. The Journal of Internet Banking and Commerce, 1–16.
https://www.icommercecentral.com/open-access/study-of-the-impact-of-relationship-marketing-on-the-
customer-attitude-with-emphasis-on-the-role-of-advertising-effectiveness.php?aid=85902
‌
MARKETING MANAGEMENT

THANK YOU
 Marketing management

Green
Marketing
Group 4
Fadilah Haya Kamilah 12010120190149
Muhammad Khalil Hendaris 12010120190098
Diaz Faizal Rohyana 12010120190110
Muhammad Irza Ghaisan 12010120190093
Nandhira Ramadhani Wiweko 12010120190088

Diponegoro university
 Overview

GREEN MARKETING
Introduction

Internal Green Marketing

Green Marketing Mix

Model Scenario
Introduction to green
marketing

Green marketing refers to the practice of developing

and advertising products based on their real or
perceived environmental sustainability.

Green Marketing (GM) is “concerned with all

marketing activ- ities that have served to help cause
environmental problems, and that may serve to
provide a remedy for environmental problems”
(Hennion and Kinnear, 1976, p. 1).
Internal Green Marketing

Internal green marketing (IGM) entails promoting

environmental ideals in order to foster a more widespread
corporate green culture. Efforts to raise environmental
consciousness within the company are one example.

Organizational green strategies and green human resource

management, and most importantly, employee development

Employees are also encouraged to develop skills and abilities

to implement successful environmental strategies by
embedding environmental knowledge and a green
organization culture.
 Green Marketing Mix
GREEN PRODUCT
Industries are trying to cut down the manufacturing cost by
incorporating plastics and different fiber materials. It would
be quite challenging for the companies to justify their stand
on green products if they are using such low cost non-
biodegradable material in their operations, an expert says.
GREEN PRICE

The cost of absorbing environmental concerns is

relatively high compared to conventional ones. It can be
argued that green marketing pricing should be affordable
to a common customer. Green products are costlier than
non-green products in terms of material and product
differentiation, differentiation and market share.
 Green Marketing Mix
GREEN PLACE

Many firms now-a-days have started selling their products

online. This really cuts down the customers cost to practically
visit a market place, select a store and then purchase the
product. The challenge in selling a product on a green place
would be in terms of sensing the features of a product.
GREEN PROMOTION

Organisations should have an optimum promotional budget

that creates good awareness and influences the target
audiences for further purchases. Talking in terms of green
promotion would then be meeting this optimum level. This
can be thought of in the following ways: through
advertising, marketing, social media and other forms of
promotion.
 model
scenario
Aligning the sustainable supply chain to green
marketing needs case study

Clare Brindley, Lynn Oxborrow,

Aligning the sustainable supply
chain to green marketing needs:
A case study,
Industrial Marketing
Management,
Volume 43, Issue 1, 2014, Pages
45-55, ISSN 0019-8501,
https://doi.org/10.1016/j.indmar
man.2013.08.003.
(https://www.sciencedirect.com
/science/article/pii/S0019850113
001594)
Conceptual Framework of Green Marketing

unknown. (2017, October). Fig. 1

Conceptual framework for
designing product-specific
green... ResearchGate;
ResearchGate.
https://www.researchgate.net/fi
gure/Conceptual-framework-
for-designing-product-specific-
green-marketing-for-the-mass-
markets_fig1_316923788
Conceptual Framework og Green Marketing

Nguyen-Viet, B. (2022). The

impact of green marketing mix
elements on green customer
based brand equity in an
emerging market. Asia-Pacific
Journal of Business
Administration.
https://doi.org/10.1108/apjba-
08-2021-0398
Conceptual Framework og Green Marketing

Eunju Ko, Yoo Kyung Hwang, Eun

Young Kim, Green marketing'
functions in building corporate
image in the retail setting,
Journal of Business Research,
Volume 66, Issue 10,
2013,Pages 1709-1715, ISSN 0148-
2963,
(https://www.sciencedirect.com
/science/article/pii/S0148296312
003177)
Conceptual Framework of Green Marketing

Market – Driven Strategic Green

Marketing Within The New
Sustainability Paradigm Ezgi Merdin
for presentation at the Cambridge
Business & Economics Conference to
be held in Cambridge, UK, June 27-
29th, 2011
https://www.researchgate.net/public
ation/324780425_Market_-
_Driven_Strategic_Green_Marketing_
Within_The_New_Sustainability_Paradi
gm
 Thank you
If there’s any feedback or question please ask
away
Hospitality
Marketing
Fadilah Haya Kamilah 12010120190149
Muhammad Khalil Hendaris 12010120190098
Diaz Faizal Rohyana 12010120190110
Muhammad Irza Ghaisan 12010120190093
Nandhira Ramadhani Wiweko 12010120190088
Hospitality Marketing
Definition
Hospitality marketing is centred on thinking about
the business in terms of customer needs and
satisfaction. Hospitality marketing takes a look at
how different sectors of the hospitality industry
(e.g. accommodations, food and drink, tourism and
travel) develop marketing strategies to promote
their products or services, resulting in an increase
in revenue.
Hospitality
marketing mix
McCarthy's four Ps consisted of price, product, place,
and promotion. The overall marketing process involves
the use of the four decision-making variables within the
context of the firm's macro-environment, while focusing
on the target market(s).

Firms try to develop marketing strategies utilizing the

marketing mix that will establish sustainable
competitive advantages leading to long-term growth
and profitability.
 Elements of
Hospitality Marketing
Content Marketing
Creating the right content to attract the attention of guests on search and social
depends on both quality and velocity. Use the ‘Snackable, Shareable, Sharp’ Content
Framework, to meet those needs, gain guest attention and drive social actions.
Personalization
Use guests' information to deliver a more personalized
experience for them at every stage of their trip.
Ratings and Reviews
Traveler"s decisions on their accomodation can be influenced
by ratings and reviews on websites.

Overall Guest Experience

Overall satisfaction people get from interacting with a
hotel, restaurant or other hospitality business.
 Future of hospitality
marketing
The hospitality sector is extremely labor demanding. Labor
costs account for a sizable amount of a hospitality company's
operational expenses. Many hospitality organizations have
begun to investigate the use of robots and artificial
intelligence in their operations in order to reduce labor costs.
Because of the intricacy of its operations, the complexity of
data, and the intensity of labor necessary to provide an
acceptable client experience, the hospitality business provides
large and natural robotics and artificial intelligence prospects.
EXAMPLE OF MODEL
SCENARIO
 Conceptual Framework

Taylor. (2017, March 27). Figure 1. The conceptual framework of hotel e-SQ. Note. This framework... ResearchGate;
ResearchGate. https://www.researchgate.net/figure/The-conceptual-framework-of-hotel-e-SQ-Note-This-framework-was-
developed-by-the_fig1_315872442
‌

 Conceptual Framework

Emerald. (2009, October 2). Figure 1. The conceptual framework. ResearchGate; ResearchGate.
https://www.researchgate.net/figure/The-conceptual-framework_fig2_242098278
‌
‌

 Conceptual Framework

unknown. (2015, October). Fig. 1: A Conceptual framework 8.2 The Role of Brand Association for... ResearchGate;
ResearchGate. https://www.researchgate.net/figure/A-Conceptual-framework-82-The-Role-of-Brand-Association-for-
Brand-Image-Keller-1993_fig1_282972624
‌
‌
Conceptual Framework
 Conceptual Framework

A conceptual framework of hotel experience and customer‐based brand equity: Some research questions and
implications | Emerald Insight. (2013). International Journal of Contemporary Hospitality Management, 22(2), 174–193.
https://doi.org/10.1108\/ijchm
‌
‌
Thank You!
Closing.
Based on the theory and explanations in the decks above, we can infer that
marketing has a lot of interesting theories that we can employ to help our
businesses/organizations succeed. Beginning with the Resource Advantage Theory
of Competition and ending with Hospitality Marketing.

That concludes group 4, and we hope that our readers will be able to examine the
theories and apply them to their businesses, organizations, and college research.
 MARKETING MANAGEMENT II

E-BOOK
GROUP 4
Lecturer:
Prof. Drs. Agusty Tae Ferdinand, MBA,
DBA