Intel Corporation Branding an Ingredient

Tulisan ini merupakan hasil analisis saya mengenai Intel Corporation-Branding An Ingredient waktu ambil kuliah Brand Marketing and Communication di Universitas Mercu Buana Jakarta.

Dosen :
Dra. Krisnati Desiana, Lic Comm

Soal

1. Jelaskan beberapa hal yang berkaitan dengan Brand Red Bull :

a. Breadth and Depth Awareness

b. Target Market

c. Positioning Statement and Tagline

d. Point of parity and point of difference dibandingkan isotonic Drink

2. Jelaskan “Source of Brand Equity” dari Red Bull! Menurut Anda, apakah “Source of Brand Equity” tersebut berbeda untuk setiap Negara yang dimasuki oleh Red Bull? Jelaskan jawaban Anda

3. Jelaskan Marketing Program yang dilakukan oleh Red Bull untuk membangun Brand Equity:

a. Product

b. Pricing

c. Placement

d. Promotion

4. Pada saat memasuki pasar United Kingdom (UK) di tahun 1995, strategi marketing yang dilakukan oleh Red Bull tidak berhasil seperti yang diharapkan. Analisa, mengapa strategi marketing yang dilakukan Red Bull di UK tersebut tidak berhasil ?

STUDI KASUS : TELKOMSEL

UNIVERSITAS MERCU BUANA
PROGRAM PASCASARJANA
PROGRAM STUDI MAGISTER MANAJEMEN
UJIAN TENGAH SEMESTER GENAP TAHUN AKADEMIK 2009/2010
DOSEN : MUCHSIN SAGGAFF SHIHAB, M.B.A, Ph.D

1. Siapakah target pasar TELKOMSEL? Bagaimana TELKOMSEL dapat menarik pembelian ulang? Analisis berdasarkan konsep attitude?

Konsep attitude memiliki 3 komponen utama yaitu: kognitif, afektif dan konatif.
Kognisi seseorang yaitu pengetahuan dan persepsi yang diperoleh berdasarkan kombinasi pengalaman langsung dengan objek sikap dan informasi yang berkaitan dari berbagai sumber. Pengetahuan ini dan persepsi yang ditimbulkannya biasanya mengambil bentuk kepercayaan, yaitu kepercayaan konsumen bahwa objek sikap mempunyai berbagai sifat bahwa perilaku tertentu akan menimbulkan hasil-hasil tertentu.

STUDY CASE MARKETING MANAGEMENT - Samsung Electronics Company

Tulisan di bawah ini merupakan kajian studi kasus seri manajemen marketing saat saya kuliah di Program Pascasarjana Program Magister Manajemen Universitas Mercubuana Jakarta

Question for Study Case discussion:

1. What are the ingredients of SEC’s corporate turnaround strategy? What are the implications for marketing mix policies?

2. How strong is the Samsung brand? Can Samsung pass Sony and become a top ten global brand?

3. As Chief Marketing Officer, what are Kim’s role and responsibilities?

4. What does Samsung (and Kim) have to do to become one of the top ten brands in the world

POLITICAL MARKETING MIX DAN PENGARUHNYA TERHADAP KEPUTUSAN MAHASISWA UNIVERSITAS LAMPUNG

Berikut adalah kutipan hasil penelitian saya yang diterbitkan pada jurnal Manajemen dan Bisnis Sriwijaya Volume 8 No 16, Desember 2010

POLITICAL MARKETING MIX DAN PENGARUHNYA TERHADAP KEPUTUSAN MAHASISWA UNIVERSITAS LAMPUNG 

Ridho Bramulya Ikhsan

Muchsin Saggaff Shihab

ABSTRACT

The purpose of this study is to scrutinize the effect of the political marketing mix on the voters’ decision. The concept of political marketing mix i.e. product, promotion, price and place were employed in this study. Both primary and secondary data were obtained. Secondary data were obtained from various sources such as journal, and books. Primary data were obtained by using questionnaire. Target respondents were students of Lampung University (UNILA) who voted for the 2010 Mayor election at Bandarlampung. Using stratified random sampling with proportional distribution and accidental sampling techniques, a total of 100 responses were obtained. Data were examined using both descriptive and statistical analysis such as, linear regression analysis, validity and reliability tests.

Findings showed that, partially and simultaneously, political marketing mix which includes product, promotion, price and place had a significant impact on voters’ decision. Of all factors, place was found to be dominant.

 
Keywords: Political Marketing, Marketing Mix, voters’ decision