ANALISIS KARAKTERISTIK PEMASARAN BATIK “SERU” MANGROVE DI SURABAYA

PRATIWI, ADYTYA MARTHA DEVI (2014) ANALISIS KARAKTERISTIK PEMASARAN BATIK “SERU” MANGROVE DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Although reseacrh on small and medium-sized enterprise (SMEs) marketing has increased in recent years, but large organisational models applied to small firms setting have been criticised in the literature and there is a need for further research to identify how marketing practised within the small business sector. The study aims to explore how the characteristics of SME marketing driven by marketing mix, integrated marketing, consumer focus, and market focus . The object observe on this research is SMEs that produce Batik “SERU” Mangrove in Rungkut, Surabaya East Java. The methods of extracting information from informant was used in this study uses the approach of general instructions the interviews. The expected results are the powers of word-of-mouth and publications gives a great influence in marketing SMEs. On the integrated marketing activities, customer relationship management(CRM) not fully implemented on the SMEs, SMEs have focus on the single-segment concentration market to fulfill the need and desires of the customers. Based on research findings, recommended to maximize implemented CRM programs. SMEs must be able undrestand how impact of the CRM program to find out who the potential customers in the future can become loyal customers. Keywords :Characteristics of SMEs Marketing ,Marketing in SMEs, Marketing Mix in SMEs, Management Strategics.

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 381 - MARKETS
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 24 Feb 2017 06:59
Last Modified: 24 Feb 2017 06:59
URI: http://eprints.perbanas.ac.id/id/eprint/601

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