- titik awalnya adalah konsumen target
- fokusnya adalah kebutuhan konsumen
- sasarannya adalah laba melalui kepuasan konsumen
- caranya melalui paduan antara promosi dan komunikasi pemasaran -> komunikasi pemasaran terpadu
- produknya -> berkualitas dan memenuhi kebutuhan konsumen
- harganya -> dapat terjangkau oleh konsumen target
- pelayanannya -> kepada konsumen memuaskan
- citra produknya -> baik dari sudut pandang konsumen
Sebaliknya, apabila perusahaan melalaikan kebutuhan konsumen dan hanya berfikir dari sudut pandang produsen saja, kemungkinan hasil penjualan produknya akan menurun, sehingga laba yang diperoleh minim, bahkan dapat terjadi adanya kerugian.
Kepuasan konsumen adalah segalanya bagi perusahaan yang berorientasi kepada pemasaran/marketing
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