OBSESI KONSUMEN DAN ETIKA PEMASARAN (ERA BARU PEMASARAN)
ABSTRACT: Globalization and
technological change as
well as the
more mature consumer behavior to
determine what needs to be done to meet the needs and to
whom they hung
fulfilling the needs
and desires (how
to satisfy Their own need and
want), can be difficult and is the starting point for a company that
maintains the approach
of death old-paradigm
approach and company oriented. In order to survive they must change the
direction of the business
customer care and
marketing ethics. Namely
to 1) the ability of adaptability, efficiency and
flexibility in conducting pro actions and
reaction 2) guarantee
the quality of
products intended to
retain potential customers not
to switch to
competitors that do
not pay for "external failures" 3)
developing relationships and
maintaining Consumer
(Customer Driven Company
) through relationship
marketing in order to avoid perceived gap between expected services
marketers with consumer services 4) Multi-skills managers there are cultural flexibility, communication skills,
HR skills, creativity,
and self-management of learning,
5) were able
to have certain
characteristics that accordance with international
horizon 6) Communication
with Direct and
Online Communication can be
achieved with a
cross functional organizational structure 7)
the organization must
be multicultural because
of being served and
who do the
work in it
is derived from a variety
of different types of
cultures. 8) Changes
in the latter
the emphasis is
to conduct ethical marketing-based business
approach, which is
a business that promotes honesty, customer orientation,
quality, provide information in a clear,
non-discriminatory, protect and
preserve nature, to
protect the interests of
consumers, and pay attention to minorities.
Keywords: Consumer behavior,
marketing action, consumer
obsession, marketing ethics
Penulis: Retno Susanti
Kode Jurnal: jpmanajemendd110156
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