PENGARUH PERGESERAN TUNTUTAN PELANGGAN DAN KARAKTERISTIK PESAING TERHADAP PROGRAM BAURAN PEMASARAN JASA KONSULTAN PERENCANA BANGUNAN
Abstract: The turbulence
environment affects the
customer requirements of
the needs and wants
of product or
service. Competition in
the industry is
becoming very keen. To
win this competition
company needs implementative and adaptive marketing program and strategy to deliver the product or service, so that
the customer accepts
it better than
the competitors (superior). Marketing mix
program which have
been selected from
the market informations. This research
aims : To know
and analysis the
influence of customer
requirements shifting and competitor characteristics toward service marketing mix
program. This research
used the Strategic
Marketing Management
Approach, especially evaluated
from Market Orientation aspects, which
in this case
studied from customer
requirements, competitor characteristics. The
characters of this
research is verificative
and descriptive, while research
method is survey explanatory,
by using the sampling technique of simple random sampling to 140 Consultant Planner of Building
Firms. The results
of this research
indicate that customer requirements shifting
and competitor characteristics have
an associated relationship to
service marketing mix
program R2X1 directly
14.40%, indirectly 4.10% total
18.52%; R2X2 directly 28.10%, indirectly 4.10% total 32.20%.
Keywords: Customer Requirements Shifting,
Characteristics and Competitor Analysis, Cross
Functional Coordination, Service
Marketing Mix Program
Penulis: Surachman
Surjaatmadja
Kode Jurnal: jpmanajemendd050014
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