Modul 10
                                                         • The task 02: 
                                                            TATAP MUKA & 
                                                            PRESENTASI
                 Week •An Essay: dari 10 
                                                            Premis- premis 
                      - 10                                  Theory SDL
                                                                      Dr Wilhelmus Hary Susilo 2019   08/28/2022                    2
         MARKETING STRATEGY 
         SCENARIO BUILDING (Ferdinand, 2020)
                     PILLAR OF GENERAL THEORY OF 
                     PILLAR OF GENERAL THEORY OF 
                                                   MARKETING
                                                   MARKETING
                    1. R-A                                                                     Consumer 
                    1. R-A                             2. Service                              Consumer 
            THEORY OF                                  2. Service                                  Culture 
            THEORY OF                                  Dominant                                    Culture 
           COMPETITIO                                  Dominant                                     Theory 
           COMPETITIO                               Logic (Vargo                                    Theory 
           N (hunt and                              Logic (Vargo  (Arnould and 
           N (hunt and                                 and Lush)                            (Arnould and 
                Morgan)                                and Lush)                                Thomson)
                Morgan)                                                                         Thomson)
                                                                      Dr Wilhelmus Hary Susilo 2019   08/28/2022                    3
         Memadukan theory dan aplikasi 
         Praksisnya
                                                        • R-A THEORY, SDL THEORY, CONSUMER 
               BASIC THEORY                               CULTURE THEORY
               BASIC THEORY  •NET WORK THEORY, SELF-CONGRUENCE 
                 for Marketing                            THEORY, AGENCY THEORY, INTERACTION 
                 for Marketing                            THEORY
                 Learning and 
                 Learning and 
                   Application
                   Application
                     Marketing                          • EXPERIENTAL MARKETING, RELATIONSHIP 
                     Marketing                            MARKETING, GREEN MARKETING, HOSPITALITY 
                 Management                               MARKETING.
                 Management                             • ENTREPRENERIAL MARKETING, TOURISM AND 
                dalam bidang                              DESTINATION MARKETING, SERVICE DAN 
                dalam bidang                              FIANCIAL SERVICE MARKETING, POLITICAL 
                  dan karakter                            MARKETING
                  dan karakter 
                        aplikasi
                        aplikasi
                                                                      Dr Wilhelmus Hary Susilo 2019   08/28/2022                    4
           KONTEN UTAMA ILMU MARKETING  
              MARKETING STRATEGY LANSCAPE
                      LEVEL                          • MARKETING 
                      LEVEL 
               DIVISIONAL                                MANAJEMEN
               DIVISIONAL
                LEVEL SBU                            • MARKETING STRATEGY
                LEVEL SBU
                      LEVEL                          • CORPORATE 
                      LEVEL 
               KORPORASI                                 MARKETING
               KORPORASI
                                                                      Dr Wilhelmus Hary Susilo 2019   08/28/2022                    5
         MARKETING STRATEGY FRAME 
         WORK AND STRATEGY SCENARIO
                         PRODUCT AND MARKET ENTRY 
                         PRODUCT AND MARKET ENTRY 
                                                      STRATEGY
                                                      STRATEGY
                       PRICE COMPETITION                                                     COMPETITION 
                       PRICE COMPETITION                                                     COMPETITION 
                                   STRATEGY                                                        ANALYSIS
                                   STRATEGY                                                        ANALYSIS
                SALES AND                                                                          CONSUMER 
                SALES AND                               PROMOTION                                  CONSUMER 
             DISTRIBUTION                               PROMOTION                                  MARKETING 
             DISTRIBUTION                                 STRATEGY                                 MARKETING 
                 STRATEGY                                 STRATEGY                                  STRATEGY
                 STRATEGY                                                                           STRATEGY
                                                                      Dr Wilhelmus Hary Susilo 2019   08/28/2022                    6