PENGEMBANGAN KONSEP MARKET PERFORMANCE



MF Permadi(1*)

(1) Universitas Pembangunan Nasional "Veteran" Yogyakarta
(*) Corresponding Author

Abstract


Market Performance adalah bagian kinerja pemasaran. Konsep ini menunjukkan keefektifan, presentasi, atau keatraktifan pasar suatu produk perusahaan. Konsep market performance yang ada sekarang mempunyai tiga kelemahan. Pertama, ukuran variabel yang digunakan seharusnya return on sales, bukan return on investment Kedua, pengukuran tingkat kinerja pasar seharusnya dilakukan pada setiap variabel secara terpisah, bukan pengukuran menyeluruh standar kinerja pasar total. Ketiga, pengukuran kenaikan atau penurunan nilai variabel adalah subyektif, tergantung pada pendpat setiap manajer pemasaran atau direktur perusahaan.

Artikel ini bertujuan untuk mengemukakan konsep market performance lebih lanjut dengan menghilangkan tiga kelemahan tersebut.


Full Text:

PDF


References

Abell, D.F., Hammond, JS (1979) Strategic Market, Planning: Problems And Analytical Approaches, Englewood Cliffs, Prentice Hall, New Jersey.

Carolyn, Y.W (1984) "Market Share Leadership Not Always So Good" Harvard Businees Review, Vpl?62 No.l, P.50-54.

Kotabe, M (1990) "Corporate Product Policy And Innovative Behavior of European and Japanese Multinationals; And Empirical Investigation," Journal of Marketing, Vol. 54, No. 2, P. 19-33.

Kotabe, M., Duhan, D.F., Smith, D.K., Wilson, R.D (1991) "The Perceived Veracity of PIMS Strategy Princples in Japan; An Empirical Inquiry," Journal of Marketing, Vol. 55, No.l, P. 35-41.

Kotler, Philip (1988) Marketing Management: Analysis, Planning, Implementation, and Control, Prentice-Hall, New Jersey.

Me Kenna, R. (1988) "Marketing in Age of Diversity", Harvard Business Review, Vol. 66, No.5, P 88-95.

Riyanto, Bambang (1983) Dasar-dasar Pembelanjaan Perusahaan, Yayasan Badan Penerbit Gadjah Mada, Yogyakarta.

Wagner, H.M (1984) "Profit Wonders Investment Blunder," Harvard Business Review, Vol.66, No.5, P 121.



Article Metrics

Abstract views : 10184 | views : 4306

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2018 Journal of Indonesian Economy and Business

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Journal of Indonesian Economy and Business

Journal

Editorial Team
Focus and Scope
Peer Review Process
Publication Ethics
Screening for Plagiarism

Authors

Author Guidelines
Submission Guidelines
Online Submissions
Copyright Notice
Privacy Statement
Author Fees

Download

Author Pack
Submission Form & Manuscript Template

 

Reviewer

Reviewer Guidelines
Reviewer Acknowledgement

 

Reader

General Search
Achieves
Author index
Title index

 

 

The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
© 2019 Journal of Indonesian Economy and Business 
 Visitor Statistics