Perkembangan Konsep Pemasaran: Implementasi dan Implikasinya

Abstract

<p><span><em>Writing paper is conducted to reveal the development of the </em><span><em>marketing concept, implementation and implications. The explanation begins with </em><span><em>a description of the scope of marketing, a second discussion about the marketing </em><span><em>concept and its development, followed by a discussion of the implementation of the </em><span><em>marketing concept and concludes with managerial implications. </em></span></span></span></span></span><em>The development of the original understanding of marketing is more focused issue </em><em>of physical distribution business enterprise then develop to the transaction which </em><em>although not involve spending money and marketing activities can be carried out </em><em>by institutions outside the business. </em><em><em>As a consequence of the expansion of the notion of marketing, the scope of marketing </em><em>is also increasingly widespread. This process continues so that raises more and more </em><em>marketing phenomenon. Phenomena are analyzed and presented by marketing </em><em>experts, is then used as a reference in understanding the implementation of the </em><em>marketing concept between the years 1960-1980’s. </em></em><em><em>Changes have occurred with the theory of alternative marketing concept proposed </em><em>by Fullerton (1988) and Houston (1986). In terms of the marketing concept, which </em><em>originally seated over the company as the first and last of a series of business activities, </em><em>changed completely to the consumer as the beginning and end of the company’s </em><em>activities. The development of the role of marketing revealed by Webster (1992) </em><em>provides the latest alternative marketing concept that acts as an organizational </em><em>network. Logical consequence all company activities should be directed to the </em><em>consumer, given the conditions of competition has increased, but in doing its work, </em><em>the company should be prosecuted execute better than its competitors in order </em><em>eventually to provide customer satisfaction and this is the purpose of the company.</em></em></p>

Analysis of Digital Marketing Strategy in the Era of the COVID-19

“…As indicated by Tull and Kahle, advertising technique is a key instrument that is wanted to accomplish organization objectives by creating maintainable intensity through the market it enters (Wella & Chairy, 2020). The marketing concept holds that the key to achieving the stated goals of the organization is that the company must be more effective than competitors in creating, delivering, and communicating customer value to selected target markets (Lukitaningsih, 2013). Hence, showcasing methodology is a dynamic and imaginative course of organization arranging in advertising and acquainting items and administrations presented with customers to accomplish specific objectives with every one of the dangers implied.…”

Loyalitas Customer Ditinjau dari Word of Mouth, Kualitas Produk dan Pelayanan Pada Da Astiti Dana di Mengwi Badung

“…Pemasaran adalah lebih kompleks dari pada sekedar penjualan. (Lukitaningsih, 2013). Loyalitas menjadi konsep sentral pemasaran dalam wacana bisnis dewasa ini.…”

Logos, Ethos Dan Pathos Dalam Ilmu Manajemen Pemasaran

“…Dan ada juga yang berpendapat bahwa keunggulan bersaing suatu perusahaan hanya bisa dicapai manakala perusahaan gencar untuk melakukan promosi kepada sekian banyak pelanggan. Intinya, banyaknya variabel yang berbeda dalam penelitian dan hipotesis marketing itulah yang menyebabkan kesulitan untuk menentukan fondasi teori ilmiah (Lukitaningsih, 2013).…”

“…Yang berbeda dari dua isi buku ini adalah:Principles of Marketing karang Paul Ilvey lebih berfokus pada pengusaha, sedangkan Maynard, Weidler dan Beckmanlebih berfokus pada sudut pandang konsumen. Pada dekade-dekade berikutnya mulai bermunculan masuk-masuknya ilmu-ilmu lain seperti psikologi dan sosial untuk memperkaya marketing (Lukitaningsih, 2013).…”