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Ken_Kanaidi

Sabtu, 06 November 2010

Positioning is Clarification


Kompas.com (Kamis, 1 Oktober 2009)
Di era legacy, praktek yang dilakukan setelah segmentasi dan targeting adalah memposisikan perusahaan atau offering Anda di dalam benak pelanggan.

Al Ries dan Jack trout dalam buku legendaris ”Positioning: The Battle of Your Mind” mengatakan bahwa perang pemasaran bukanlah terletak di pasar, tapi di benak pelanggan. Perang pemasaran adalah perang untuk merebutkan sejengkel ruang di benak pelanggan. Di dalam buku ’kitab’ yang diluncurkan pada tahun 1981 itu, Ries-Trout mendefinisikan positioning sebagai menempatkan produk dan merek kita di benak pelanggan. Setiap produk, merek, dan perusahaan yang sukses selalu memiliki posisi yang kokoh dan unik di benak pelanggannya.

Volvo, misalnya memiliki posisi …. . . . . . . . . . . . . (baca selengkapnya)


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Jumat, 05 November 2010

INTRODUCING A NEW CUSTOMER SEGMENTATION IN THE AUTOMOTIVE MARKET: A MEANS-END PERSPECTIVE

by : Pierre VALETTE-FLORENCE, Jean-Marc FERRANDI, Dwight MERUNKA, and Daniel BACHELET
(ESA, University Pierre Mendes-France)
Abstract
The study of cognitive structures has recently received increasing attention. Within that field, means-end chain analysis and the laddering method proposed by Reynolds and Gutman (1988) seem to be of prime importance. Their methodology, which is qualitative, belongs to the micro perspective and hence differentiates much more from the macro approach, quantitative in essence, aimed to segment individuals into groups defined by a priori specified value orientations. New developments relying on the optimal scaling features of non linear generalized canonical analysis (NGCA) have been recently proposed (Valette-Florence, 1998). These improvements not only allow the researcher to identify consumer's segments with specific means-end orientations, but also give the probability of the associations between the meansend solutions and any prespecified criterion, such as the cars owned by the respondents.
Key words: Means-end chain, segmentation, non linear generalized canonical analysis
. . . . . . . . . . . . . (baca selengkapnya)

Artikel Lengkap dikompilasi oleh/ HUBUNGI :
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·         Jurnal “ICT” … click di http://ken-ict.blogspot.com/
·         Jurnal “Corporate Image” … click di http://ken-image1.blogspot.com/
·         Jurnal “Customer Value” … click di http://www.ken-value.blogspot.com/
·         Jurnal “Customer Loyalty” … click di http://ken-loyalty.blogspot.com/
·         Jurnal “Brand & Merek” … click di http://ken-merek.blogspot.com/
·         Jurnal “Service Quality” … click di http://ken-servqual1.blogspot.com/
·         Jurnal “MARKETING & BUSINESS” … click di http://ken-promark.blogspot.com/
·         Jurnal “Customer Satisfaction” … click di http://ken-kepuasan.blogspot.com/
·         Jurnal “Personal Selling” … click di http://ken-selling.blogspot.com/
·         Jurnal “Corporate Culture” … click di http://ken-culture.blogspot.com/
·         Jurnal “Customer Relationship Management (CRM)” … click di http://ken-crm.blogspot.com/
·         Jurnal “DELPHI METHOD” … click di http://ken-delphi.blogspot.com/
·         Jurnal “Kewirausahaan (Entrepreneurship)” … click di http://ken-entrepreneurship.blogspot.com/
·         Business Plan dan Marketing Plan… click di http://ken-businessplan.blogspot.com/
·         Artikel “Competitive Strategy” … click di http://ken-persaingan.blogspot.com/
·         Jurnal “Customer Behavior (Perilaku Konsumen)”… click di http://ken-behavior.blogspot.com/
·         Jurnal “LKMS (Lembaga Keuangan Mikro Syariah)”… click di http://lkmsnetkas.blogspot.com/
·         Artikel “Dunia PERIKLANAN” … click di http://ken-iklan.blogspot.com/
·         Artikel “QFD (Quality Function Deployment)” … click di http://ken-qfd.blogspot.com/
·         Artikel “STP (Segmenting, Targeting, & Positioning)”  … click di http://ken-stp.blogspot.com/
·         Jurnal “e-COMMERCE”....click di http://ken-international.blogspot.com/
·         Jurnal “BALANCED SCORECARD”....click di http://ken-keuangan.blogspot.com/
·         Jurnal “MANAJEMEN SDM” .....click di http://ken-msdm.blogspot.com/
·         Jurnal “CUSTOMER TRUST”.....click di  http://www.ken-trust.blogspot.com/
·         Jurnal “Good Corporate Governance (GCG)” … click di http://ken-gcg.blogspot.com/
·         Jurnal “CSR”  … click di http://ken-csr1.blogspot.com/
·         Jurnal “MEREK (Brand)”  … click di http://ken-merek.blogspot.com/
·         Jurnal “PERIKLANAN (Advertising)”  … click di http://ken-iklan.blogspot.com atau di http://ken-iklan1.blogspot.com/ atau di http://ken-iklan2.blogspot.com/ atau di http://ken-iklani.blogspot.com/
·         Jurnal “Manajemen Retail”  … click di http://ken-retail.blogspot.com/
·         Jurnal “Komunikasi Pemasaran Terpadu (IMC)”  … click di http://ken-imc.blogspot.com/
·         Jurnal “Internal Marketing” … click di http://ken-im.blogspot.com/
·         Jurnal “EXPERIENTIAL MARKETING”  … click di http://ken-experiental.blogspot.com/
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. . . . . . . . . . . . . (baca selengkapnya)
E-Learning POLTEKPOS click di http://vl.poltekpos.ac.id/
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