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PERSONAL SELLING IMPLEMENTATION AT CV GUDANG ACCESSORIES BRANCH YOGYAKARTA
Abstrak (Bhs. Indonesia)
Globalization is term and system that faced by every country in the world. It refers to the process by which different economics and societies become more closely integrated, and concurrent with increasing worldwide globalization. (Nilson, 2012, p.1191). One of the implication of globalization is technology. Nowadays, technology is advancing so fast. Technology in advancing production flow, consumption, and distribution of information holds crucial role (Prijana, 2009, p.69). It is proven by report of smartphone user in 2017, based on the percent of mobile minute spent online. Across the globe, mobile device dominate total-minute spent online, passing 90 % in Indonesia (Comscore, MMX Multi-Platform, 2017). The advance of smartphone is certainly followed by its accessories as complementary goods, to improve its performance and using value. Even, Allied Business Intelligence (ABI) told that the market share of smartphone accessories in 2016, showed US$ 24,350,000,000. The business of smartphone accessories begin to be conducted. It is proven by the establishment of CV Gudang Accessories Group in 2007, and one of its branch in Yogyakarta in 2012. CV Gudang Accessories Branch Yogyakarta takes a part of marketing intermediary as a wholesaler and retailer of smartphone accessories. The business that conducted by company, surely runs without going through the barriers. Moreover in globalization era, tight business competition in logical implication, even hyper competition ( Kuswadi and Mutiara, 2004: 3). Maintaining the customer relationship and loyallity is a must for the company. CV Gudang Accessories Branch Yogyakarta implements the personal selling strategy in order to communicate, compete, and convince its customer. It implements six step of personal selling: prospecting and qualifying, pre-approach, presentation and demonstration, overcoming objections, closing, and follow-up. The communication channel types of personal selling, company implement over-the-counter selling, field selling, and telemarketing. The company convinces its customers based on cultural relationship according to its manual customers database. Unfortunately, the company does not utilize products catalog to support the communication, and convincing process.
Abtrak (Bhs. Inggris)
Globalization is term and system that faced by every country in the world. It refers to the process by which different economics and societies become more closely integrated, and concurrent with increasing worldwide globalization. (Nilson, 2012, p.1191). One of the implication of globalization is technology. Nowadays, technology is advancing so fast. Technology in advancing production flow, consumption, and distribution of information holds crucial role (Prijana, 2009, p.69). It is proven by report of smartphone user in 2017, based on the percent of mobile minute spent online. Across the globe, mobile device dominate total-minute spent online, passing 90 % in Indonesia (Comscore, MMX Multi-Platform, 2017). The advance of smartphone is certainly followed by its accessories as complementary goods, to improve its performance and using value. Even, Allied Business Intelligence (ABI) told that the market share of smartphone accessories in 2016, showed US$ 24,350,000,000. The business of smartphone accessories begin to be conducted. It is proven by the establishment of CV Gudang Accessories Group in 2007, and one of its branch in Yogyakarta in 2012. CV Gudang Accessories Branch Yogyakarta takes a part of marketing intermediary as a wholesaler and retailer of smartphone accessories. The business that conducted by company, surely runs without going through the barriers. Moreover in globalization era, tight business competition in logical implication, even hyper competition ( Kuswadi and Mutiara, 2004: 3). Maintaining the customer relationship and loyallity is a must for the company. CV Gudang Accessories Branch Yogyakarta implements the personal selling strategy in order to communicate, compete, and convince its customer. It implements six step of personal selling: prospecting and qualifying, pre-approach, presentation and demonstration, overcoming objections, closing, and follow-up. The communication channel types of personal selling, company implement over-the-counter selling, field selling, and telemarketing. The company convinces its customers based on cultural relationship according to its manual customers database. Unfortunately, the company does not utilize products catalog to support the communication, and convincing process.
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