LINGKUNGAN PEMASARAN DAN SUMBER KEUNGGULAN BERSAING DALAM KAITANNYA DENGAN PERUMUSAN STRATEGI PEMASARAN SERTA PENGARUHNYA TERHADAP CITRA DAN KINERJA PEMASARAN (Survei pada PTS di Kopertis Wilayah IV Jawa Barat dan Banten)
| Main Author: | Eddy Soeryanto Soegoto |
|---|---|
| Format: | Article application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Tarumanagara University
, 2012
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| Subjects: | |
| Online Access: |
http://journal.tarumanagara.ac.id/index.php/em/article/view/909 |
Daftar Isi:
- To find out the causes of declined number of new students as of 2002/2003 enrolled at Private Universities at Kopertis Regional IV in West Java and Banten, the writer conducted comprehensive research in regard to various factors of Marketing Environment, Source of Competitive Advantages, Marketing Strategies, Positional Advantage, Image and Marketing Performance by means of a survey of associated stakeholders comprising 215 heads of private universities by using stratified random sampling methods and 2150 students. The results of research reveal that Marketing Environment encompassing macro environment: demographical, economic, technologies, political, cultural, and micro environment: suppliers, distributor, customers’ markets, competitors, customers as well as Source of Competitive Advantage encompassing Superior Resource, Superior Skill and Superior Control affect to Marketing Strategies with the most significant impact is contributed Macro Marketing Environment. Major finding that emerges from the research outcomes is that all Sources of Competitive Advantage constitute the most dominant factors influencing Marketing Strategies, Positional Advantage, Images and Marketing Performance of private universities at Kopertis Regional IV in West Java and Banten.