Marketing is not only for the purpose of creating an image, but creating
reputation among all stakeholders of the enterprise, and through the
construction of identity and the implementation of communication
activities the company can build an image, and reputation can only be
achieved if the image is upgraded by offering value for purchase.
Finally, the resources invested in marketing should be viewed as an
investment that will be returned to the company and it repeatedly.
The basic instruments of the marketing mix are known by the acronym 4P
production enterprises, ie 7p service enterprises. 4P acronym means
combining the 4 instruments: product, price, promotion, distribution.
While the acronym 7p refers to people, processes and physical evidence,
and applies to service companies that have successfully managed the
entire process of providing services to the people who provide those
services that receive direct contact with customers, but also to care
about things like interior, room arrangement, logo, trademark, uniforms
etc.. that will make service recognizable and service overcome the
inability to see, touch, etc..
Marketing research is closely related to the marketing concept.
Marketing research is the function that connects buyers, users and the
public with marketing agent through information - information necessary
to identify and define marketing opportunities and problems, generate,
prepare and evaluate marketing activities, monitors the results of
marketing activities and improve the understanding of marketing as a
process. According to Burns and Bush again "Marketing research is the
process of designing, collecting, analyzing information and preparing
reports that can help in finding a solution in a specific marketing
problem"
According Huge Davidson, successful marketing means applying abbreviation POISE ie marketing should be:
P- profitable
O- offensive as much as possible
I- integrated
S- strategic and future-oriented
E- effective, ie to produce the desired results
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