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Details for Orientasi Nilai Kastemer Sebagai Dasar Menentukan Strategi Pemasaran Horeka
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NameOrientasi Nilai Kastemer Sebagai Dasar Menentukan Strategi Pemasaran Horeka
Description
ORIENTASI NILAI KASTEMER  SEBAGAI DASAR MENENTUKAN
STRATEGI PEMASARAN HOREKA

Ignas G. Sidik

Abstract
 
Tough competition in business requires hospitality firms to develop more effective marketing strategy in order to win a strong market position. As members of an experience-based industry, hospitality firms need to market themselves by emphasizing values they provide for their customers. As service customers, hospitality users will judge the quality of services based on their expectations reflecting  their personal values. This paper discusses a four-level personal value model: physical, emotional, intelectual, and spiritual values. This model can be used to segment hospitality market based on value groups. By better understanding the specific value group requirements, executives in this industry will be able to apply more effective strategies. Specific steps to identify value groups and to create a customer-value based marketing strategy are also described in this paper.
 
Kata kunci: nilai, nilai kastemer, customer value, eksperiensial, layanan, segmentasi, strategi pemasaran
 
FilenameOrientasi Nilai KastemeR sebagai Dasar Menentukan Strategi Pemasaran Horeka.pdf
Filesize140.54 kB
Filetypepdf (Mime Type: application/pdf)
Creatoradmin
Created On: 03/14/2009 10:29
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Last updated on 03/14/2009 10:30
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