ANALISIS AKTIVITAS PEMASARAN USAHA KECIL DAN MENENGAH BATIK BESUREK DENGAN MODEL CARSON DI KOTA BENGKULU

Irdam, Amalia Rahayu and Darmansyah, Darmansyah and Sularsih, Anggarawati (2015) ANALISIS AKTIVITAS PEMASARAN USAHA KECIL DAN MENENGAH BATIK BESUREK DENGAN MODEL CARSON DI KOTA BENGKULU. Jurnal Aplikasi Manajemen, 12 (3). pp. 385-398. ISSN 1693-5241

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Abstract

This research views that marketing activity level of Small Business Enterprise (SMEs) in Bengkulu city. SMEs plays important role in the development of the economy because small businesses are provider of employment and create new jobs. The researchers try to analyze marketing activity by analyzes the level of marketing from Carson’s model. Based on this model will answered the impact of business size and length of activity in small Medium Enterprise (SMEs). By using Carson’s model will shows the identification of activity and marketing level in SMEs. The activity consist of market knowledge, competitors, customer, marketing information, significant event, competitive advantage price, promotion, significant event price, after sales service, product, distribution, positioning, specific competitor. Because of the time and cost obstacle, this research only examines twenty SMEs of Batik Besurek in Bengkulu city – Bengkulu Province. The Sample representatives are the SMEs in Bengkulu.

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