Open AccessDeterminan Nilai Pelanggan dan Implikasinya pada Kinerja Pemasaran Dealer Mobil SUV Premium
Author(s) -
Aditya Wardhana
Publication year - 2013
Publication title -
trikonomika
Language(s) - English
Resource type - Journals
eISSN - 2355-7737
pISSN - 1411-514X
DOI - 10.23969/trikonomika.v12i2.477
Subject(s) - business , marketing , marketing strategy , market segmentation , customer value , marketing management , marketing mix , business administration , profit (economics) , sales promotion , promotion (chess) , path analysis (statistics) , sales management , economics , mathematics , statistics , politics , political science , law , microeconomics
This study examines the implementation of market strategy and marketing mix strategy and customer relationship management affecting the customer value and its implication on the marketing performances. In this research, market strategy includes market segmentation and targeting, positioning. Marketing mix strategy includes products, price, place, and promotion (4 Ps), while the marketing performance includes sales volume, profit, and the market share. This study uses survey research method, data were collected from 100 heads of authorized dealers premium SUV in West Java and Banten Proviences as respondents, with data analysis using path analysis. Based on the research results, it was concluded that the performance of marketing authorized dealer of premium SUVs in West Java and Banten Proviences influenced by customer value, and customer value is affected by the implementation of market strategy, marketing mix strategy and management of customer relationship management either partially or simultaneously.