Business and Finance Lectures

Posts Tagged ‘Marketing’

The fundamental problem that Small Business owners are often faced is the weakness of market penetration and less breadth of coverage area of ??marketing. Therefore, to promote small businesses that have strong competitiveness is to build a good marketing strategy and on target. Marketing is an effort to set the strategy and the way that consumers want to spend money they have to use the product or service that is owned by a company, in this case small and medium enterprises. With a good marketing strategy to position the small and medium enterprises become stronger and be reckoned with in national economic activity that ultimately bring benefits to the business.

Marketing strategies relating to how to convince buyers / customers of the product to be sold. To be able to convince the buyer the seller must have confidence that the products sold are worth buying. Therefore need to consider several aspects in determining marketing strategies that will be executed.

Defining vision, mission and purpose of the Small Business

Building a marketing strategy a small business product to be started from the vision, mission and corporate objectives are clear and will be directed where. Vision, mission and objectives of management starting from the top level then decreased to the lowest level employee. Herein lies the importance of a leader in a business that is able to move and able to provide motivation to the performer. In the context of small business leaders are usually at the same time business owners. Vision, mission and goals will help us determine what kind of marketing strategy will be applied. With clear objectives, marketing strategies implemented into measurable, whether as targeted marketing, fail, necessary improvements and others.

E-commerce is the way marketing is different from traditional marketing (regardless of the type the company itself) then the marketing strategy needs to be adjusted. Marketing mix used is services marketing mix (booms and Bitner, 1981) namely: product, price, place, promotion, people, physical evidence, and processes. One that is not used is an element of people, because when SAMPLES conduct transactions on the Internet then the interaction is only done through computer and not through people. Things that need to be added as elements of change and development is a community where the elements are two of the marketing mix elements of E-Commerce by Sarkissian. In concept, the requirements for a true market segmentation should be clear: the search is for the group of buyers who: (1) will behave differently from other groups, (2) will respond to a marketing mix aimed at him.

Broadly speaking there are two methods commonly used in research, post-hoc segmentation research today, namely the method dependency and interdependence methods. In the method dependencies, the segments generated because there is a relationship between a dependent variable with a number of independent variables. On the interdependence methods, segmentation is only formed by independent variables. An example of this method is cluster analysis. Multivariate cluster analysis is a technique whose main purpose is to classify objects based on characters owned. Results of  this object should display internal homogeneity (within clusters) and high external heterogeneity (between clusters) is high.  algorithm can be divided into two general categories: (1) hierarchy, and (2) nonhierarki.

After performing cluster analysis, interpretation of the segment can be performed using discriminant analysis. It is intended to see which variables are most discriminating between segments. Discriminant analysis model involves a linear combination of the following form:

D = b0 + b1X1 b2X2 + + + + … bkXk b3X3

where:
D = the discriminant
b = coefficient of discriminant
X = predictor or independent variables

Articles on market segmentation is very clear in describing the market segmentation, differentiated into mass marketing and micro marketing. Mass marketing efforts the company is now producing only one kind of stuff just so that the treatment given to each customer the same. In Indonesia, most companies use this type of marketing for example when we buy Pepsodent toothpaste now has only one specific type only. I think the advantage possessed by the manufacturer using mass marketing is to attract large numbers of consumers Dalan because marketing is not only limited to certain classes and also did not differentiate the treatment of each customer is also not just limited to one particular group or , because it’s too fast customer loyalty will not decrease and then switch to the other manufacturers will probably continue to rise even if the goods produced have good quality. While the benefits to consumers one of which is that consumers do not have to worry about running out of goods if it will buy because the company producing it in bulk or large-scale, and also will not be any discrimination in price. However, in my opinion one of the weaknesses of this type of marketing is that consumers are very fixated on one form and type of goods, then if the producers feared consumer innovation can not directly accept these innovations not even be desirable. And this will be very detrimental to the company.

Mass marketing be applied when a company produces a product that is more  quantity of a product while the quality is “beaten” equally, so that the mass marketing strategy used for an item that is commonly used by the public and to which all modern life is when a company will rely on this strategy the company will not last long, because now people in selecting the products are not only important function of the origin of the product, but people in including his feelings in choosing a product, so that producers in producing a product should know the tastes, characteristics, the desire of most people.
is true about micro-segmentation marketing that is currently a very complex society needs to be an opportunity for producers in creating strategies in niche areas, local, individu. I was very nice to be able to continue to attract consumers with innovation -innovation.
with the existence of such strategies is it possible there was a monopoly of a market, it is because the company has become a big yaang will continue to innovate and will continue getting bigger and has gained trust by the community, but for small companies who just stand will be very difficult to developing public confidence due only to large companies tadi.maka accordance with the times which followed the development of marketing strategies by the company, it should be followed also by the development of regulations made by the government, so that all will go well-balanced.

Is common in a company to segment the market.
Segmentation is done because each company has its own purpose. Some use mass marketing is also using micro marketing. As mentioned in the article, if the mass marketing focus is on production of a uniform without distinguishing consumers, then it produces micro marketing their products / offering services to groups of consumers.
So any selected segment of a company’s back again to what the original purpose of the company.

All companies must have its main purpose in doing business is to get profit as much as possible. Segmentation strategy that is applied to obtain such profits are very influential. According to my to-2 segmentation has its own advantages and disadvantages.
for mass marketing in the marketing advantages because it is not limited to specific consumer groups sehinngga when the company was able to meet consumers’ desire to maximum then the gains or profits derived will be greater as well.

Marketing is an economic process of satisfying human needs and desires. Any activity in relation to the satisfaction of human needs and desires are part of the marketing concept. Marketing begins with the fulfillment of human needs which later grew into the human desire to be very limited indeed every day.
Segmentation is a strategy of marketing the concept of a product (goods or services) which will be offered to groups who become the target / target of the product offering. Why segmentation needs to be done? This is solely to provide clarity to companies to market their products, so the company can achieve an optimal profit.
Market segmentation divides buyers (consumers) based on needs or typical behaviors of consumers in the purchase and consume products that are needed.
Mass marketing is the marketing of the products that cater to everyone and no separation konsumen.misalnya characteristics alone, thirsty consumers who will buy bottled water brand in the marketing of aqua that was created for all people, whether male or female, old or young.
Micro Marketing itself cater to companies with subsidiaries that manufacture various products, so these products can be classified into different products for each group. in other words, every product has its own target marketing.

The networking is often the best way to access these activities, unless we’re talking about very prestigious professionals who only need their own name. “One way to do that networking is studying a Masters, and that puts you in touch with people from universities and business schools,” advises John Carrion, director of the consulting Euro talent, ESIC teacher and writer. Combines How? “There are activities that will take away time from work, is to expand your working day to 40 or 50 hours,” he says. As for the conference, it is easier to get them to those who have written a book. “Writing is a poorly paid work, time-consuming, but results in new conference, it helps to know you and give you prestige,” said the director of Euro talent, with these activities gets a 30% bonus on their salary.

How can you talk?
Of everything. From the experience of running a business, the knowledge acquired in the workplace on any area (marketing, business strategy, business tools, technological development …), even from other areas outside the business world. As to the place, you can search both public agencies and large companies that want to train their managers. Or go to a firm which undertakes to place their speakers. The wage depends on who organizes conference and weight rapporteur usual between 400 and 1,500 euros.