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.


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References

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