The Global Marketplace

Global Marketing Today The rapidly changing global environment provides both opportunities and threats. It’s difficult to find a marketer today that isn’t affected in some way by global developments. Global firm A firm that, by operating in more than one country, gains R&D, production, marketing, and financial advantages in its costs and reputation that areRead More

Creating Competitive Advantage

Competition Competitive advantage An advantage over competitors gained by offering consumers greater value Competitor analysis Identifying key competitors; assessing their objectives, strategies, strengths and weaknesses, and reaction patterns; and selecting which competitors to attack or avoid. Competitive marketing strategies Strategies that strongly position the company against competitors and give it the greatest possible competitive advantage.Read More

Direct, Online, Social Media, and Mobile Marketing

Direct and Digital Marketing Direct and digital marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. BENEFIT For buyers, direct and digital marketing are convenient, easy, and private. They give b uyers anywhere, anytime access to an almost unlimited assortment ofRead More

Personal Selling and Sales Promotion

Personal Selling Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships. Sales Person Salesperson An individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. Salespeople link the company withRead More

Advertising and Public Relations

Advertising COMPANIES MUST DO MORE than simply create customer value. They must also engage target customers and clearly and persuasively communicate that value to them with two marketing communications tools: advertising and public relations. Advertising objective A specific communication task to be accomplished with a specific target audience during a specific period of time. AdvertisingRead More


Supply Chains And The Value Delivery Network Producing a product or service and making it available to buyers requires building relationships not only with customers but also with key suppliers and resellers in the company’s supply chain. This supply chain consists of upstream and downstream partners. Upstream from the company is the set of firmsRead More

Mengembangkan Inovasi dan Menciptakan Produk dan Layanan yang Unggul

Mengembangkan Inovasi dan Menciptakan Produk dan Layanan yang Unggul Untuk berwirausaha, inovasi dan kreatifitas adalah hal yang perlu dimiliki dan dikembangkan dalam diri wirausaha. Keduanya sering kali dipandang hampir serupa. Inovasi dan kreatifitas adalah inti dari kewirausahaan. Pada dasarnya sebuah inovasi dalam berusaha adalah kemampuan untuk menerapkan solusi kreatif terhadap masalah dan peluang. Berguna untukRead More