PART 1 UNDERSTANDING MARKETING MANAGEMENT ........................................................... 3
CHAPTER 1 D EFINING M ARKETING FOR T WENTY -F IRST C ENTURY ....................................................... 4
1.1
The New Economic ............................................................................................................... 4
1.2
Marketing Task ..................................................................................................................... 4
1.2.1
The Scope of Marketing ................................................................................................................. 5
1.2.2
The Decisions Marketers Make ...................................................................................................... 5
1.3
Marketing Concepts and Tools ............................................................................................. 5
1.3.1
Defining Marketing ........................................................................................................................ 5
1.3.2
Core Marketing Concepts ............................................................................................................... 6
1.4
Company Orientations Toward the Marketplace ................................................................. 6
4.2.1
The Production Concept ................................................................................................................. 6
4.2.2
The Product Concept ...................................................................................................................... 6
1.4.3
The Selling Concept ....................................................................................................................... 7
1.4.4
The Marketing Concept .................................................................................................................. 7
1.4.5
The Customer Concept ................................................................................................................... 7
1.4.6
The Societal Marketing Concept .................................................................................................... 7
1.5
How Business and Marketing Are Changing ........................................................................ 7
1.5.1
Company Responses and Adjustments ........................................................................................... 7
1.5.2
Marketer Responses and Adjustments ............................................................................................ 8
CHAPTER 2 A DAPTING M ARKETING TO THE N EW E CONOMY ................................................................ 8
2.1
The Major Drivers of the New Economy .............................................................................. 8
2.1.1
Digitalization and Connectivity ...................................................................................................... 9
2.1.2
Disintermediation and Reintermediation ........................................................................................ 9
2.1.3
Customizetion and Customerization ............................................................................................... 9
2.1.4
Industry Convergence ..................................................................................................................... 9
2.2
How Business Practices Are Changing .............................................................................. 10
2.3
How Marketing Practices Are Changing: E-Business ........................................................ 10
2.3.1
Internet Domains: B2C(Business to Consumer) ........................................................................... 10
2.3.2
Internet Domains: B2B ( Business to Business) ........................................................................... 10
2.3.3
Internet Domains: C2C( Consumer to Consumer) ........................................................................ 10
2.3.4
Internet Domains: C2B ( Consumer to Business) ......................................................................... 10
2.3.5
Pure –Click Versus Brick-and-Click Companies.......................................................................... 10
2.4
How marketing Practices Are Changing: Setting Up Web Sites ........................................ 11
2.4.1
Designing an Attractive Web Site ................................................................................................ 11
2.4.2
Placing Ads and Promotion Online .............................................................................................. 11
2.4.3
Building a Revenue and Provit Model .......................................................................................... 11
2.5
How Marketing Practises Are Changing: Customer Relationship Marketing ................... 11
2.5.1
Customer Databases and Databases Marketing ............................................................................ 11
2.5.2
Data Warehouse and Datamining ................................................................................................. 11
CHAPTER 3 B UILDING C USTOMER S ATISFACTION , V ALUE , AND R ETENTION ...................................... 12
3.1
Defining Customer Value and Satisfaction ......................................................................... 12
Customer Perceived Value ........................................................................................................................... 12
Total Customer Satisfaction ......................................................................................................................... 12
3.2
The Nature Of High Performance Business........................................................................ 12
Stakeholders ................................................................................................................................................. 12
Processes ...................................................................................................................................................... 12
Resources ..................................................................................................................................................... 12
3.3
Delivering Customer Value and Satisfaction ...................................................................... 13
3.3.1
Value Chain .................................................................................................................................. 13
3.3.2
The Value-Delivery Network ....................................................................................................... 13
3.4
Attractingnd Retaining Customers ..................................................................................... 13
3.4.1
Attracting Customers .................................................................................................................... 13
3.4.2
Computing the Cost of Lost Customers ........................................................................................ 13
3.5
Customer Profitability, Company Profitability, and Total Quality Management ............... 13
3.5.1
Increasing Company Profitability ................................................................................................. 14
3.5.2
Implementing Total Quality Management .................................................................................... 14
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PART 2 ANALYZING MARKETING OPPORTUNITIES................................................................. 14
CHAPTER 4 W INNING M ARKETS T HROUGH M ARKET -O RIENTED S TRATEGIC P LANNING .................... 14
4.1
Corporate and Division Strategic Planning ....................................................................... 14
4.1.1
Defining the Corporate Mission ................................................................................................... 14
4.1.2
Establish Strategic Business Units ................................................................................................ 14
4.1.3
The Boston Consulting Group Approach ..................................................................................... 15
4.2
Business Unit Strategic Planning ....................................................................................... 15
4.2.1
Business Mission .......................................................................................................................... 15
4.2.2
SWOT Analysis ............................................................................................................................ 15
CHAPTER 5 G ATHERING I NFORMATION AND M EASURING M ARKET D EMAND ..................................... 15
5.1
Internal records System ...................................................................................................... 15
5.3.1
The Order-to-Payment Cycle ........................................................................................................ 15
5.3.2
Sales Information System ............................................................................................................. 16
5.2
The Marketing Intelligence System ..................................................................................... 16
5.3
Marketing Research System ................................................................................................ 16
5.3.1
Suppliers of Marketing Research .................................................................................................. 16
5.3.2
The Marketing Research Process .................................................................................................. 16
CHAPTER 6 S CANNING THE M ARKETING E NVIRONMENT .................................................................... 16
6.1
Analyzing Needs and Trends in the Macroenvironment ..................................................... 17
6.2
Identifying and Responding to the Major Macroenvironment Force ................................. 17
6.2.1
Demographic Environment........................................................................................................... 17
6.2.2
Economic Environment ................................................................................................................ 17
2

T ABEL 1.
K OEFISIEN S ELEKTIFITAS .............................................................................................................. 4
T ABEL 2.
K OMPOSISI C AMPURAN B AJA ........................................................................................................ 5
T ABEL 3.
D AFTAR H ARGA B ARANG .............................................................................................................. 6
T ABEL 4.
D AFTAR B ARANG .......................................................................................................................... 9
T ABEL 5.
D AFTAR B AHAN BAKU ................................................................................................................. 12
T ABEL 6.
D AFTAR P EMBELIAN .................................................................................................................... 14
T ABEL 7.
D ATA B AHAN B AKU .................................................................................................................... 15
T ABEL 8.
J ADWAL KEGIATAN ...................................................................................................................... 17
G AMBAR 1.
K UE E NAK ................................................................................................................................. 4
G AMBAR 2.
R UMAH I DAMAN ........................................................................................................................ 5
G AMBAR 3.
B UNGA I NDAH ............................................................................................................................ 8
G AMBAR 4.
O RANG K EREN ........................................................................................................................... 8
G AMBAR 5.
B UNGA ..................................................................................................................................... 13
G AMBAR 6.
H OUSE ...................................................................................................................................... 14
G AMBAR 7.
B UAH E NAK ............................................................................................................................. 16
G AMBAR 8.
F RUIT ....................................................................................................................................... 16
3

Today it is fashionable to talk about the new economy. We hear that bisiness are operating in globalized economy; that things are moving at a nanosecond pace;that our markets are characterized by hypercompetition; that disruptive technologies are challenging every business;and that business must adapt to the empowered consumer
1.1 The New Economic
The digital revolution has placed a whole new set of capabilities in the hands of consumers and business. Consider what consumers have today that they didn’t have yesterday:
A substantial increase in buying power.
Buyers today are only a click away from comparing competitor prices and product attributes. They can get answers on the
Internet in a matters of second. They don’t need to drive to stores, park, wait on line, and hold discussions with sales people. On Priceline.com, consumers can even names the price they want to pay for a hotel, airline ticket, or mortgage, and see if there are many willing suppliers. Lihat Ошибка! Источник ссылки не найден.
Gambar 1. Kue Enak
A greater variety of available goods and service.
Today person can order almost anything over the Internet: furniture (Ethan Allen), washing machines (Sears), management consulting (“Ernie”), medical advice (cyberdocs. Amazon.com advertises itself as the world’s largest bookstores, with over 3 million books; no physical bookstore can match this. Furthermore, buyers, can order these goods from anywhere in the world, which helps people living in countries with very limited local offerings to achieve great savings. It also means that buyers in countries with high prices can reduce their costs by ordering in countries with lower prices. Lihat Tabel 1. Koefisien
Selektifitas
Tabel 1. Koefisien Selektifitas
1.2 Marketing Task
A recent book entitled Radical Marketing praises companies such as Harley-Davidson,
Virgin Atlantic Airways, and Boston Beer for succeeding by breaking all the rules of marketing. Instead of commisioning expensive marketing research, spending huge sums on mass advertising, and operating large marketing departements, these companies
4

stretched their limited resources, stayed in close contact with their customers, and created more satisfying solutions to customer needs. They formed buyers’ clubs, used creative public relations, and focused on delivering high product quality and winning longterm customer loyality.
Tabel 2. Komposisi Campuran Baja
Marketing is typically seen as the task of creating, promoting, and delivering goods and services to customers and business. Marketers are skilled in stimulating demand for company’s product, but this is too limited a view of the tasks marketers perform. Just as production and logistics professionals are responsible for supply management, marketers are responsible for demand management. Marketing seek to influence the level, timing, and composition of demand to meet organization’s objectives. Lihat
Tabel 2. Komposisi Campuran Baja
Marketing managers face a host of decisions, from major ones such as what product features to design into new product, how many salespeople to hire, or how much to spend on advertising, to minor decisions such as the exact wording or color for new packaging. The “Marketing Memo:Marketers’ Frequently Asked Queations” lists many of the questions marketing ask, which will be examined in this book.
1.3 Marketing Concepts and Tools
Marketing boasts a rich array of concepts and tools. We will first define marketing, then describe its major concepts and tools. Lihat Gambar 2. Rumah Idaman
Gambar 2. Rumah Idaman
We can distinguish between a social and managerial definition of marketing. A social definition shows the role marketing plays in society. One marketer said that marketing’s role is to “deliver a higher standard of living.” Here is a social definition that serves our purpose: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and
5

services of value with others. For a managerial definition, marketing has often been describes as “the art of selling products,”but people are surprised when they hear that the most important part of marketing is not selling! Selling is only the tip of marketing iceberg.
Tabel 3. Daftar Harga Barang
A marketer can rarely satisfy everyone in market. Not everyone likes the same soft drink, hotel room, restaurant, automonile, collage, and movie. Therefore, marketers start by dividing up the market. They identifu and people distinct groups of buyers who might prefer or require varying product and services mixes. Lihat Tabel 3. Daftar
Harga Barang.
Market segment can be identify by examining demographic, psycographic, and behavioral differences among buyers.
1.4 Company Orientations Toward the Marketplace
We have defined marketing management as the conscious effort to achieve desired exchange outcomes with target markets, but what philosophy should guide a company’s marketing efforts? What relatives weights should be given to the interest of the organizaton, the customers, and society? Very often these interest conflict.
The production concept is one of teh oldest concept in business. The production concept holds that consumers will prefer products that are widely available and inexpensive.
Managers of production-oriented business concentrate on achieving high production efficiency, low cost, and mass-distribution. They assume that consumers are primarily interested in product availability and low prices. Lihat Ошибка! Источник ссылки не найден.. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than its features. It is also used when a company wants to expand the market.
Other business are guided by product concept, which holds that consumers will favor those product that offer the most quality, performance, or innovative features. Managers in these organization focus on making superior products and improving them over time.
They assume that buyers admirer well-made products and can evaluate quality performance. However, these managers are sometimes caught up in a love fair with their product .
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The selling concept is another common business orientation. The selling concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization’s product. The organization must, therefore, undertake an aggreeive selling and promotion effort. This concept assume that consumers typically show buying inertia or resistance and must be coaxed into buying. It also assumes that the company has a whole battery of effective selling and promotion tools to stimulate more buying.
The marketing emerged in the mid-1950s and challenged the preceding concept. Instead of a product-centered,”make-andsell” philosophy, we shift to a consumercentered,”sense-and-respond” philosoophy. Instead of “hunting,” marketing is
“gardening.” The job is not to find the right customer to your product, but the right product for your customers. As stated by the famed direct marketer Lester
Wunderman,”The chant of the Industrial Revolution was that of manufacturer who said,’This is what I make, won’t you please buy it.’ The call the Information Age is the consumer asking,’This what I want, won’t you please make it.’”
Whereas companies practicing the marketing concept work at the level of customer segments, a growing number of today’s companies are now shaping separate offers, services, and messages to individual customer. These companies collect information on each consume’s past transactions, demographics, psycographics, and media distribution preferences.
Some have questioned whether the marketing concept is an appropiate philosophy in an age of enviromnetal deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services. Are companies that do an exellent job of satisfiying consumers wants necessarily acting in the best long-run interest of consumers and society today? The marketing concept sidesteps the potential conflicts among consumers wants, consumers interest, and long-run societal wefare.
1.5 How Business and Marketing Are Changing
We can say wiht some confidence that “the marketplace isn’t what it used to be.” It is changingradically as a result of major societal forces such as technological advances, globalization, and deregulation.
Companies are doing a lot of souls searching, and many respected companies are changing in a number of ways. Here are some current trends:
Reengenering: From focusing on functional departements to reorganizing by key processes, each managed by multidicilpine team
Outsourcing : From making everything inside the company to buying more goods and services from outside if they are cheaper and better. More companies are prefering to own brands rather than physical assets; they are decapitalizing
7

E-commerce : From attracting customers to stores and having salespeople call on offices to products, read virtually all products available on the Internet.
Gambar 3. Bunga Indah
Marketers also are rethinking their philosophies, concepts, and tools. Here major marketing themes inthe new economy:
Customer relationship marketing : From focusing on transation to building long-term, profitable customer relationships. Companies focus on their profitable customers, products, and channels. Lihat Gambar 3. Bunga Indah
Customer lifetime value : From making a profit on each sale to making profits by managing lifetime sales. Some companies offer to deliver a constantly needed product on a regular basis at a lower price per unit because they will capture the customer’s business for longer period.
Today’s companies need fresh thinking about how to operate and compete in the new economy. In this book, we are using the term new economy to describe a whole set of forces what that have appeared in the last business practices. Today’s economy is made up of old and new elements and is essentially a hybrid.
Gambar 4. Orang Keren
2..1 The Major Drivers of the New Economy
Many forces play major role in reshaping the world economy, among them technology, globalozation, and market deregulation. Here we wil describe four spesific drivers that underpin the new economy:

Digitalization and connectivity

Disintermediation and reintermediation
8


Customization and customerization

Industry convergence
In the past, most appliances and system—such as the telephone, the wrist watch, recorded music, and panel gauges—operated with analog information. Analog information is continuously variable in response to physical stimuli: thus a phonograph plays music by responding to physical grooves in the record. Today most appliance and systems operate with digital information, which convers text, data, sound, and images into a stream of zeros and ones that can be combined into bits and transmitted from appliance to appliance. Lihat Gambar 4. Orang Keren
The new technological capabilities have led thousands of enterpreuners to launch a docom in the hope of striking gold. The amazing sucess of early online dot-coms such as
AOL, Amazon, Yahoo, aBay, Etrade, and dozens of others struck terror in the hearts of many established manufacturers and retails.
The old economy revolved around manufacturing companies whose main drive was to standardize production, product, and business processes. They invested large sums in brand building to tout the advantages of their standard market offerings. Through standardization and branding, manufacturers hoped to grow and take advantage of economies of scale.
Tabel 4. Daftar Barang
Industry boudaries are blurring at an increadible rate. Pharmaceutical companies, at one time essentially chemical companies, are now adding biogenetic research capacities in order to formulate new drugs, new cosmetic, and new foods. Film companies such as
Kodak are also chemical companies, but they are moving into electronics to digitize their image-making capabilities. Lihat Tabel 4. Daftar Barang
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2..2 How Business Practices Are Changing
The changes in technology and economy are eliciting a new set of beliefs and practices on the part of business firms. Let’s look at the major business beliefs in the old economy and how these beliefs are shifting.
2..3 How Marketing Practices Are Changing: E-Business
E-business describes the use of electronic means and platforms to conduct a company’s business. The advent of internet has greatly increased the ability of companies to conduct thei business faster, more accurately, over a wider range of time and space, at reduced cost, and with the ability to customize and personalize customer offerings.
Countsless companies have set up Web sites to inform and promote their products and services.
The popular press has paid the most attention to cunsumer Web site. In 2000, more 106 million Americans went online, with 80 percent looking for information, 73 percent researching a product or service before buying, 68 percent looking for travel information, and 65 percent looking for information on movies, books, and leisure activity.
Although the popular press has given the most attention to business-to-consumer Web sites, even more activity is being conducted on business-to-business sites. The B2B sites are changing the supplier-customer relationship in profound ways. Forrester and Gatner, major reserach firms on line commerce, estimate that B2B commerce is 10 to15 times grater than B2C.
There is considerable consumer-to-consumer communication on the Web on a whole range of subjects. AOL boasts some 14,000 chat rooms covering such topics as healthy eating, caring for your bonsai tree, and exchanging views about the latest soap opera happenings. AOL recently introduced “buddy list,” which alert members when friends are online, allowing them to exchange instant message.
Consumers are also finding it easier to communicate with companies. Companies often encourage communication by inviting prospects and customers to send in questions, suggestions, and even complaints via e-mail. Some sites even include a call-me button—the customer clicks on it and his or her phone rings with a customer representative ready to answer a question. Customer service representative can in principle respond quickly to these message.
We can distinguish between pure-click , those that launched a Web site without any previous existence as a firm, and brick-and-click companies, existing companies that added an online site for information and/or e-commerce.
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2..4 How marketing Practices Are Changing: Setting Up Web Sites
Clearly all companies need to move into e-marketing and e-purchasing, in deciding to set up and operate their own Web site, they face many question. Many of these questions will be answered throughout the book.
A key challenge is designing a site that is attractive on first viewing and interesting enough to encourage repeat visits. Early text-based Web sites have increasingly been replaced by sophisticated site taht provide text, sound, and animation.
The Internet will not become a major advertising medium like television, radio, and print media. Internet users generally do not welcome advertising. Yet advertising does appear on the Internet. A company has to decide which forms will be most costeffective in achieving their advertising objectives.
Dot-com companies need to tell theis investors how they will eventually make profits.
They need to have a revenue and provit model, a business model that specifies the main revenue source, and the projected revenue, cost, and income the dot-com expects to achieve.
2..5 How Marketing Practises Are Changing: Customer
Relationship Marketing
In addition to e-marketing, companies are becoming more skillful in customer relationship marketing and database marketing. Customer relationship marketing enables companies to provide excellent real-time customer service by developing a relationship with each valued customer through the effective use individual account information.
The important point is to know the customer. And in order to know customer database and do database marketing:A customer database is an organized collection of conprehensive information about individual customers or prospects that is current, accessible, and actionable for such as marketing purposes as lead generation, lead qualification, sale of product or service, or maintenance of customer relationship.
Savvy company are capturing information every time a customer comes into contact with any of its departements. The touch points include a customer purchase, a customerrequested sevive call, an online query, or a mail-in rebate card. These data are collected by the company’s contact center and organized into data warehouse.
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3.1 Defining Customer Value and Satisfaction
Over 38 years ago, Peter Drucker observed that a company’s first task is “to create customers.”
Our premise is that customers will buy from the firm that they see as offering the highest perceived value. Customer perceived value (CVP) is the difference betweeen the prospective customer’s evaluation of all the benefits and all the cost of an offering and the perceived alternatives.
Tabel 5. Daftar Bahan baku
Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectation.
3.2 The Nature Of High Performance Business
Some companies navigate all these pitfalls to reach their customer value and satisfication goals. We call these companies high-performance business .
As if first stop on the road to high performance, the business must define its stakeholders and their needs. Traditionally, most businesses focused on their stockholders. Lihat Tabel 5. Daftar Bahan baku
A company can accomplsh its stakeholder goals only by managing and linking work processes. High performance companies are increasingly focusing on the need to manage core business processes such as new-product development, customer retention, and order fulfillment.
To carry out its business processes, a company needs resources—labor power, materials, machines, information, and energy.
12

3.3 Delivering Customer Value and Satisfaction
In a hypercompetitive economy with increasingly rational buyers, a company can only win by creating and delivering superior value. This involves the following five capabilities: understanding customer value; creating customer value;delivering customer value; capturing customer value; and sustaining customer value.
Michael Porter of Harvard proposed the value chain as a tool for identifying ways create more customer value.
To be successful a firm also needs to look for competitive advantages beyond its own operations, into the value chains of its suppliers, distributors, and customers.
3.4 Attractingnd Retaining Customers
In addition to working with partners—called partner relationship management
(PRMP
—many companies are intent on developing stronger bonds with their customer—called customer relationship management (CRM)
Today’s customers are becoming harder to please. They are smarter, more price conscious, more demanding, less forgiving, and they approached by many competitors with equal or better offers.
It is not enough to be skillful in attracting new customers; the company must keep them and increase their business.
Gambar 5. Bunga
3.5 Customer Profitability, Company Profitability, and Total
Quality Management
Ultimately, marketing is the art of attracting and keeping profitable customers.
According to James V. Putten of American Express, the best customers outspend others by ratios of 16 to 1 in retailing, 13 to 1 in the restaurant business, 12 to 1 in the airline business, and 5 to 1 in the hotel and motel industry. Lihat Gambar 5. Bunga
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Companies must not only be able to create high absolute value, but also high value relative to competitors at a sufficiently low cost.
One of major values customers expect from vendors is high product and service quality.
Most will no longer accept or tolerate average quality.
In Chapters 1, 2, and 3 we asked the question: How do companies compete successfully in today’s marketplace?
4.1 Corporate and Division Strategic Planning
By preparing statements of mission, policy, strategy, and goals, headquarters establish the framework within which the divisions and business unit prepare their plans.
An organization exists to accomplish something: to make cars, lend money, provide a night’s lodging, and so on. Its specific mission or purpose is usually clear when the business starts.
Gambar 6. House
Most companies operate several business. They often their businesses in term of product: They are in the “auto business” or the “clothing business”; but Levitt argued that market definitions of a business are superior to product definitions.
Tabel 6. Daftar Pembelian
14

The Boston Consulting Group (BCG), a leading management consulting firm, developed and popularized the growth-share matrix.
4.2 Business Unit Strategic Planning
The businesses unit strategic planning consists of the eight steps. Lihat Gambar 6.
House
Each business unit needs to define its specific mission within the broader company mission. Thus, a television studio-lighting-equipment company might define its mission.
The overall evaluation of a company’s strengths, weaknesses, opportunities, and threats is called SWOT analysis. Lihat Tabel 6. Daftar Pembelian
The marketing environment is changing at an accelerating rate, so the need for realtime market information is grater than at any time in the past.
5.1 Internal records System
Marketing managers rely on internal reports on orders, sales, prices, costs, inventory levels, receivable, payables, and so on.
The heart of the internal records system is the order-to-payment cycle. Sales representatives, dealers, and customers dispatch orders to the firm.
Tabel 7. Data Bahan Baku
15

Marketing managers need timely and accurate reports on current sales. Wal-Mart example, knows the sales of each product by store and total each evening. Lihat
Gambar 7. Buah Enak
5.2 The Marketing Intelligence System
Whereas the internal records system supplies result data, the marketing intelligence system supplies happenings data.
Gambar 7. Buah Enak
5.3 Marketing Research System
Marketing managers often commission formal marketing studies of specific problems on opportunities
A company can obtain marketing research in the number ways.
Effective marketing research involves the six steps. Lihat Tabel 7. Data Bahan Baku
Successful companies take an outside-inside view of their business. They recognize that marketing environment is constantly presenting new opportunities and threats, and they understand the importance of continuously monitoring and adapting to that environment.
Gambar 8. Fruit
16

6.1 Analyzing Needs and Trends in the Macroenvironment
Successful companies recognize and respond profitably to unmet needs and trends.
Companies could make a fortune if they could solve any of these problems: a cure for cancer, chemical cures for metal diseases, desalinization of seawater, non-fattening, tasty nutritious food, practical electric cars, and affordable housing.
6.2 Identifying and Responding to the Major Macroenvironment
Force
Companies and their suppliers, marketing intermediaries, customers, competitors, and publics all operate in macroenvironment of forces and trends that shape opportunities and pose threats.
Tabel 8. Jadwal kegiatan
The first macroenvironmental force that marketers monitor is population, because people make up markets. Marketers are keenly interested in the size and growth rate population in cities, regions, and nations; age distribution and ethnic mix; educational levels; household patterns; and regional characteristics and movements.
Markets require purchasing power as well as people. The available purchasing power an economy depends on current income, prices, saving, debt, and credit availability.
Marketers must pay close attention to major trends in income and consumer-spending patterns. Lihat Tabel 8. Jadwal kegiatan
17