Kinerja Aktifitas Pemasaran pada Perusahaan INdustri Manufaktur Skala Menengah

Selasa, 29 Juli 2008 - Januari 2005

Penulis: Herianto & Srinita

Keywords: aktivitas pemasaran, industri manufaktur skala menengah

Abstract.

Marketing activities play a major role in promoting the development of the small and medium size enterprises. SME’s are encouraged by Indonesia government to adopt and implement marketing activities in order to improve their performance. This paper reports a preliminary analysis on 43 medium – sized manufacturing companies. The data was collected thought interview by using a structured questionnaire with regard to the extent the medium sized companies have adopted and implemented certain marketing activities. The findings show that there is a high incidence of adoption and implementation of six dimensions of marketing activities namely products / services activities, pricing activities, promotion activities, distribution planning activities, logistics management activities, and cost distribution activities. Thus, we condude that the adoption and implementation of certain marketing activities among medium size companies in Indonesia are common.