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_e _e _aWarsono, Bernard Margijanto. _d _b4 _u _c0 _q16 |
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_a _aChanging Indonesian consumer behavior : _d _bimplications on Salonpas Indonesia Company Limited Market performance / _n _cBernard Margijanto Warsono. _h6 _p |
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_3 _3 _a _d _b _c46 |
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_e _e _c28 cm. _axi, 198 pages _b |
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_b _atext _2rdacontent |
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_3 _30 _b _aunmediated _2rdamedia |
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_3 _30 _b _avolume _2rdacarrier |
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_a _aThesis (Ph.D.) -- Pamantasan ng Lungsod ng Maynila, 1999.;A dissertation presented to the faculty of the Graduate School of Management in partial fulfillment of the requirements for the degree Doctor of Business Administration. _d _b _c56 |
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_b _b _c _aConsumer Behavior is a new subject, whereas Marketing Strategy has long been known to be consumer-oriented. However, there are still some companies still live today with selling concept, or product concept, although many companies have started with competitor and consumer orientation since some decades ago. But, more and more companies realize the importance of consumer, what is the consumer usage and attitude. By understanding the situation and the consumer usage and attitude through marketing research, the company might be able to satisfy consumer needs and wants. And the trend to be more consumer-oriented and competitor-oriented marketing strategy in the future is more obvious. Facing the problem of declining market share, the researcher has developed a conceptual framework to study about the reason why, the researcher also studied how the business and marketing plan of Salonpas Indonesia was developed. The past marketing strategies are more sales-oriented strategy with no business plan, only a very simple financial budget and marketing plan. The company has spent a lot of money for promotion but it has never really known how effective the promotion is. By doing this consumer research the company can analyze the promotion theme and advertising, before doing future promotion and advertising, besides the understanding of what is the consumer behavior. The result of the consumer research is to find out the reason why the market share was declined, then the results are used to develop an improved marketing strategy which is based more on consumer usage and attitude. Hopefully, by doing all these, the company can get the benefit by identifying Sustainable Competitive Advantages so it can compete nationally, and globally in the next millennium. _u |
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