Strategi Pemasaran yang Penad untuk Setiap Lesan Pemasaran: Suatu Kerangka Teoritis  

Oleh:

Dongoran, Johnson

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Jurnal Ekonomi dan Bisnis (Dian Ekonomi) vol. 8 no. 2 (Sep. 2002), page 265-284.
Topik: Marketing Strategies; Determining Marketing Objectives

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ43.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Determining marketing objectives and marketing strategies is usually based on business and marketing phylosophy, and to determine both are the most critical and difficult parts of the entire marketing process. To make it simple, marketing objectives are about products and markets only. Therefore, Ans oil’s framework is the most useful analysis to determine marketing objectives, where there are at least four marketing objective possibilities: market penetration, product development, market extension, and diversification. Ansoff matrix is a marketing objective for McDonald (1984), while for Kotler (1997) is a marketing strategies. In this paper, Kotler ‘s version of Ansoff matrix is used as marketing objective, which is realized through sevent relevant elements of marketing strategies: target market; brand names, brand image, and brand extension; positioning; marketing mix (product, price, place, promotion); marketing expenditure level; and research and development. Based on this framework, author comes to the conclusion that only brand extension and R&D are not relevant for market penetration and market extension because for both marketing objectives, business does not necessary need product and brand modification, business only need moving from existing to new market. This framework is better ver Wed empirically and sistematically with managerial experience in order to integrate theory and practices. Modification of this framework in the future will improve validation and find the marketing’s lawlike generalization which relates marketing objectives with marketing strategies, and become a source of marketing theory.

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