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INTEGRATED MARKETING COMMUNICATION TO IMPROVE VALUE BASED PRICING PERCEPTION AMONG TARGET SEGMENTS OF X IN JALUR PANTURA

Penulis : ESA MAHIRA ARMAN (NIM 19007123)
Kontributor / Dosen Pembimbing :
  • Pembimbing: Dr. Reza Ashari Nasution
Jenis Koleksi : Tugas Akhir
Tahun Terbit :
Penerbit : Sekolah Bisnis dan Manajemen
Fakultas : Sekolah Bisnis dan Manajemen
Subjek :
Kata Kunci : Value-Based Pricing, Integrated Marketing Communication, Consumer Behavior
Sumber :
Staf Input/Edit : Vika Anastasya Kovariansi   Vika Anastasya Kovariansi
File : 7 file
Tanggal Input : 02 Jul 2012

2010 TA PP ESA MAHIRA ARMAN 1-COVER.pdf

2010 TA PP ESA MAHIRA ARMAN 1-BAB 1.pdf
2010 TA PP ESA MAHIRA ARMAN 1-BAB 2.pdf
2010 TA PP ESA MAHIRA ARMAN 1-BAB 3.pdf
2010 TA PP ESA MAHIRA ARMAN 1-BAB 4.pdf
2010 TA PP ESA MAHIRA ARMAN 1-BAB 5.pdf
2010 TA PP ESA MAHIRA ARMAN 1-PUSTAKA.pdf

X wants to identify for new business potential that can be developed for X in Pantura since this road is a major route for land transportation, being used by a range of 20,000 to 70,000 vehicles daily, and can become a very large market for X. However, based on the research that has been conducted by X's Marketing Team in Pantura Market Visit 2010, there is a main barrier which acts as a trigger that has been identified as one of X's disadvantages in developing a business potential in Pantura, which is the pricing of X itself. This leads the research to finding the effective Integrated Marketing Communication based from the analysis of consumer behavior in Jalur Pantura toward value-based pricing of X.

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