This research shows that SMEs which produces low involvement products focus on both product quality and packagings, use simple pricing formula,attempt to approach the potential buyers, while use printed media and product bundling as promotion tools. This research uses qualitative approach and gives preliminary description on the SMEs marketing strategies. This research also proposes policies to be taken by government based on each problems. This research aims to study the marketing strategies and to identify the problems on the implementation. In this context, SMEs should be able to formulate and to implement their marketing mix strategies (product, price, place, and promotion). However, some researches argues that SMEs should expand their business into larger scale which beyonds their supporting role. Some researches found that SMEs also become integral part of large industries. Managing the Marketing OrganizationĢ3.Small and Medium Enterprises (SMEs) are a vital part of the domestic and international economy. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public RelationsĢ2. Managing Digital Communications: Online, Social Media and Mobile MarketingĢ1. Designing and Managing Integrated Marketing CommunicationsĢ0. Managing Retailing, Wholesaling, and Logisticsġ9. Designing and Managing Integrated Marketing Channelsġ8. Developing Pricing Strategies and Programsġ7. Addressing Competition and Driving Growthġ6. Identifying Market Segments and Targetsġ2. Creating Long-term Loyalty Relationshipsĩ. Collecting Information and Forecasting Demandĥ. Developing Marketing Strategies and Plansģ. Defining Marketing for the New RealitiesĢ.
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Judul : Marketing Management (Global Edition) 15th EditionĪuthor : Philip T. Buku ini sepertinya wajib dimiliki oleh mahasiswa pemasaran bahkan seorang sales sekalipun, karena didalamnya terdapat strategi-strategi untuk manajemen pemasaran, mungkin buku ini ada revisinya ditahun mendatang, pantengin terus site ini, mengingat perkembangan dunia ekonomi maju pesat dan mengakibatkan kondisi pasar berubah secara dinamis. Bagi kalian yang mau update teori buku Marketing Management dari Philip Kotler dan Kevin Lane Keller, kini telah publish edisi 15 (2016).
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