Senin, 21 November 2011

Marketing Environment and Source of Competitive Advantage In Terms of Formulating Marketing Strategy

and its Influence On Image and Marketing Performance

oleh : Eddy Soeryanto Soegoto
(Published : Journal of Applied Sciences Research 5(8): 955-1001, 2009)


Abstract
Marketing Environment And Source of Competitive Advantage In Terms of Formulating Marketing Strategy And Its Influence On Image And Marketing Performance (Survey on Private Universities at Private Higher Educational Institutional Coordinator Area IV in West Java and Banten Provinces / Kopertis) In order to know the causes of the decrease of the new students in Private Higher Education Institution (PTS) Area IV in West Java and Banten Provinces since 2002/2003 up to now; the present writer conducted a research on factors of marketing environment, source of competitive advantage, marketing strategy, image and marketing performance using a survey method at the concerned stakeholder, namely 215 leaders at PTS drawn using stratified random sampling, 2150 students and 2150 member of community drawn using disproportionate random sampling as well as using descriptive analysis for quantitative variables and analysis of verification to test hypothesis using structural equation model (SEM) with the tools of LISREL software. The research result shows that the marketing environment concerning macro environment: demography, economy, technology, politics, and culture; as well as micro environment: vendor, mediator, consumer market, competitors, and consumers; as well as source of competitive advantage concerning superior resource, resource, superior skill, and superior control affect on the image and the marketing performance. The greatest effect is originated from the source of competitive advantage. Image consists of trust, surety, emotional relationship, loyalty affect on the marketing performance, covering of the number of the new students, quality of graduates, alumni absorption, with the greatest influence is given by the factor of positional superiority .
Keyword: Marketing Environment, Source of Competitive Advantage, Marketing Strategy, Image and Marketing Performance

INTRODUCTION
It is inevitable that PTS still depend very much on the number of students they have. On one hand when student body at PTS has met the target, it is still possible for them to grow. On the other hand for the PTS which cannot meet student body minimal, they will have difficulties in growing. Accordingly, accurate strategy in managing higher educational institution is necessary. The marketers giving less trust on the PTS graduates, as proposed by the Kopertis Coordiantor, than the graduates from the state higher educational institution (PTN) means that this occurence has been caused by the PTS manmagement who do not master sufficiently and pay attention on information of the marketing environment and the source of the competitive advantage owned by them; namely non physical resources, such as educational and . . . . . . .(baca_selengkapnya )


Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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Selasa, 23 Agustus 2011

JUAL CEPAT Rumah di "Puri Margawangi" Kota BANDUNG

BURUAN....

DIJUAL CEPAT (TANPA PERANTARA) sebuah Rumah Strategis Di Kota BANDUNG:

Alamat : "Puri Margawangi" Jl. Margawangi Raya No 1 RT 05/17 Kel Margawangi Margacinta - Bandung
Luas Rmh : 114 M
Kondisi : Layak huni/Permanen (3 Kamar Tidur, 1 RUtama, 1 RKeluarga, 2 Kamar Mandi, Dapur),
Lokasi Strategis (Dekat dengan Masjid, Dekat ke Pertokoan/Pasar, / Bank-Bank / Taman)
Fasilitas : Telpon, Jetpam, PLN 2.200KWh, Water Heater, Garasi Luas.
Cocok Utk : Rumah Tinggal


Contact : Mela (Hp : 085222949788) & KEN Kanaidi (Hp : 0812 2353 284)
e-mail : netkas_mela@yahoo.com

e-mail : kana_ati@yahoo.com

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Kamis, 21 Juli 2011

STRATEGIC INFLUENCE OF PROMOTIONAL MIX ON ORGANISATION SALE TURNOVER IN THE FACE OF STRONG COMPETITORS

by : Adebisi Sunday - 2008

Abstract
This paper aim at study strategic influence of promotional mix on organisation sale turnover in manufacturing organisation.
The research data were gathered through the use of secondary data and primary data, secondary data included 6years annual report comprising the sales turnover (2005-2009) and questionnaire which is an instrument of primary data collection. The questionnaires were administered to the workers of 7up Company and some customers in Solebo Estate in Lagos. The researcher adopted the simple percentage and regression model for the analysis of the collected data.. The result of the findings revealed that strategic promotional mix influences the sale turnover with little 25% while other variable not included in the variable tested takes the larger 75% that will rapidly lead to organisation growth. Since promotional mix constitute few % of variable that can push an organisation to the highest level, therefore other factors of marketing mix such as product development, effective pricing, distribution of right quality and quantity to the consumers should be appropriately considered.
Key words: Strategic promotional mix, marketing mix, regression model, push and pull strategy.

It is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing, this is commonly known as “promotion”. Although promotion is not done only for these factors but for other such as to build brand loyalty, to reminds and reassure costumers, to launch a new product and maybe to defend market share by responding to competitors’ campaigns with their own advertising A business’ total marketing communications programme is called the “promotional mix” and consists of a blend of advertising, personal selling, sales promotion, public relation stool sand direct marketing.
The organization has to convey the message about the product on offer to its consumers. This helps in sustaining a perennial demand for the product and in suitably positioning it among the target audience. The process of communicating the message is called promotion. It . . . . (baca_selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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Rabu, 20 Juli 2011

Contagion and Differentiation in Unethical Behavior

The Effect of One Bad Apple on the Barrel
by : Francesca Gino, Shahar Ayal, and Dan Ariely

(Published by : PSYCHOLOGICAL SCIENCE, Volume 20—Number 3, 2009)

ABSTRACT
In a world where encounters with dishonesty are frequent, it is important to know if exposure to other people’s unethical behavior can increase or decrease an individual’s dishonesty. In Experiment 1, our confederate cheated ostentatiously by finishing a task impossibly quickly and leaving the room with the maximum reward.
In line with social-norms theory, participants’ level of unethical behavior increased when the confederate was an in-group member, but decreased when the confederate was an out-group member. In Experiment 2, our confederate instead asked a question about cheating, which merely strengthened the saliency of this possibility. This manipulation decreased the level of unethical behavior among the other group members. These results suggest that individuals’ unethicality does not depend on the simple calculations of cost-benefit analysis, but rather depends on the social norms implied by the dishonesty of others and also on the saliency of dishonesty.
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It is almost impossible to open a newspaper or turn on a television without being exposed to a report of dishonest behavior of one type or another. Names such as Enron, Tyco, and Arthur Andersen provide extreme examples; other examples include cheating on taxes, insurance fraud, employee theft, academic dishonesty, athletes’ use of illegal drugs, and of course illegal
downloading of software and digital content.
Given so many first- and second-hand encounters with unethical behavior, one important question that comes to mind concerns the effect of such exposure on otherwise honest individuals. Do they tend to start engaging in unethical behavior?
In the current work, we explored this very question by examining the conditions under which exposure to the unethical . . . . . . . . . . . . .(baca_selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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Rabu, 08 Juni 2011

BUDAYA ORGANISASI: Dampaknya Pada Peningkatan Daya Saing Perusahaan

Oleh: Wilson Bangun
Publikasi Pada : Jurnal Manajemen, Vol.8, No.1, November 2008

Abstract
The organizational culture is one of indicators indicates to increase the corporate comparative advantage. The organization’s succes depends on the increasing of performance, in other side the failure of organization comes from the decreasing in performance. The purpose of this research is to explore the concept of the organizational culture and its role in achieving organizational success. The type of research used was library research. The organizational culture consist three levels, such as artifact, espoused values, and basic assumption. Organizational culture has to differentiate between strong and weak culture. Strong cultures have a greater impact on employee behaviors and are more directly related to reduce turnover.
Keywords : organizational culture, strong culture, and comparative advantage.

Pendahuluan
Dewasa ini banyak perusahaan yang gagal mencapai tujuannya karena tidak mempunyai daya saing yang kuat dalam menghadapi pasar yang serba lengkap ini.Dalam era globalisasi ini, perusahaan-perusahaan nasional akan menghadapi persaingan yang tajam untuk berkiprah di dunia bisnis.Untuk memperoleh pasar yang lebih luas, perusahaan harus mempunyai daya saing yang lebih dibandingkan dengan perusahaan-perusahaan lainnya.Daya saing itu dapat berupa. . . . (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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Senin, 06 Juni 2011

ANALISIS PENGARUH KEPERCAYAAN DAN KOMITMEN TERHADAP KEDEKATAN HUBUNGAN DAN INOVASI DALAM UPAYA PENCAPAIAN KEUNGGULAN BERSAING BERKELANJUTAN

(Studi Empirik Pada Pengusaha Pengurusan Jasa Kepabeanan di Semarang)

Oleh : Sumarsono

Publikasi pada: JURNAL SAINS PEMASARAN INDONESIA Volume VI, No. 3, Desember 2007, halaman 347 - 360
Abstraksi
Banyaknya PPJK yang gulung tikar karena ketidaksanggupan dalam bersaing menunjukkan bahwa perlu diadakan penelitian yang mengkaji faktor-faktor yang berpengaruh terhadap keunggulan bersaing berkelanjutan. Data dikumpulkan dari 100 responden yang berasal dari seluruh pimpinan Pengusaha Pengurusan Jasa Kepabeanan (PPJK) Semarang, kemudian data tersebut dianalisis dengan menggunakan analisis SEM dengan program AMOS 4.0. Hasil analisis menunjukkan bahwa semua hipotesis yang diajukan dalam penelitian ini diterima, sehingga model tersebut dapat menggambarkan hubungan kausalitas yang terjalin antar variabel. Dalam penelitian ini juga menghubungkan hasil penelitian ini terhadap implikasi teoritis maupun manajerial. Implikasi manajerial merekomendasikan kepada PPJK Semarang untuk meningkatkan keunggulan bersaing berkelanjutan melalui pengembangan hubungan dekat dengan konsumen dan melakukan inovasi yang berkelanjutan. Keterbatasan dari penelitian ini dan agenda penelitian mendatang dapat digunakan sebagai referensi oleh peneliti berikutnya.

Kata Kunci: Kepercayaan, Komitmen, Kedekatan Hubungan, Inovasi dan Keunggulan Bersaing Berkelanjutan

Sejak tahun 1980-an perekonomian dunia menuju kearah globalisasi. Hal ini ditandai adanya liberalisasi perdagangan internasional dan regionalisasi ekonomi, antara lain: European Single Market (ESM), The Asia Pacific Economic Community (APEC), The Asean Free Trade Area (AFTA). Kondisi tersebut menimbulkan lingkungan bisnis yang lebih bersaing tidak sekedar dalam tataran nasional atau regional, tetapi lebih jauh lagi yaitu adanya persaingan di tingkat global. Sejalan dengan kondisi tersebut, penguasaan faktor produksi seperti tanah, tenaga kerja, alam dan modal (comparative advantage) yang sebelumnya dapat digunakan sebagai tameng sekaligus senjata bagi perusahaan untuk memenangkan persaingan, tidak lagi merupakan basis yang cukup kuat bagi perusahaan.

Globalisasi telah mengubah segala sesuatu yang membatasi menjadi lepas tak terbendung. Setiap perusahaan akan dengan mudah memperoleh sumber daya yang diinginkan kapan dan dimanapun sumber daya tersebut tersedia. Pada perkembangan selanjutnya setiap perusahaan yang akan bersaing pada kompetisi global harus memiliki keunggulan bersaing berkelanjutan (sustainable competitive advantage) sekaligus mampu membangun hubungan baik dengan konsumen lewat kepercayaan, komitmen dan kedekatan hubungan.

Kompetisi dapat menghasilkan dua konsekuensi bagi perusahaan, yaitu kesuksesan dan kegagalan. Dengan demikian setiap perusahaan saling berlomba untuk melakukan perubahan setiap waktu agar barang atau jasa yang dihasilkan tidak tertinggal dari pesaing. Kandapully dan Duddy (1999) mengemukakan bahwa dalam mencapai keunggulan bersaing, perusahaan hendaknya mengubah pendekatan terhadap konsumen, dari pendekatan tradisional yang menekankan pada orientasi penjualan ke pendekatan relationship marketing yang mengedepankan hubungan baik dengan konsumen.

Slater and Narver (1994) mengungkapkan bahwa dalam mencapai keunggulan bersaing perusahaan hendaknya. . . .. . . . . (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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