MARKETING MANAGEMENT

w 1 E BOOK MANAJEMEN PEMASARAN Oleh : Mahasiswa Kelas F Dosen Pengampu : Dr. Eko Handayanto, Drs. M.M. PRODI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH MALANG 2022/2023

w 2 PART 1 Fundamentals of Marketing Management chapter 1 Defining Marketing for the New Realities chapter 2 Marketing Planning and Management PART 2 Understanding the Market chapter 3 Analyzing Consumer Markets chapter 4 Analyzing Business Markets chapter 5 Conducting Marketing Research PART 3 Developing a Viable Market Strategy chapter 6 Identifying Market Segments and Target Customers chapter 7 Crafting a Customer Value Proposition and Positioning PART 4 Designing Value chapter 8 Designing and Managing Products chapter 9 Designing and Managing Services chapter 10 Building Strong Brands chapter 11 Managing Pricing and Sales Promotions PART 5 Communicating Value chapter 12 Managing Marketing Communications chapter 13 Designing an Integrated Marketing Campaign in the Digital Age chapter 14 Personal Selling and Direct Marketing PART 6 Delivering Value chapter 15 Designing and Managing Distribution Channels chapter 16 Managing Retailing PART 7 Managing Growth chapter 17 Driving Growth in Competitive Markets

w 3 chapter 18 Developing New Market Offerings chapter 19 Building Customer Loyalty chapter 20 Tapping into Global Markets chapter 21 Socially Responsible Marketing

w 4 PART 1 Irsyad Haidar 202210160311298 Pandya Bagus P 202210160311289 Rahul Supriadi 202210160311322 Chapter 1 Defining Marketing for the New Realities KELOMPOK 1 The Marketing Revolution: Embracing New Realities BACKGROUND Introduction: The book "Marketing Management" written by Philip Kotler, Kevin Lane Keller, and Abraham Koshy Chernov is one of the most respected and well-known marketing books in the world. In the first chapter of the book, entitled "Defining Marketing for a New Reality," the author introduces the concept of marketing in the context of constant change in today's business environment. Let's explore how Kotler, Keller, and Chernov define marketing for this new reality in the first chapter of their book(Mackey, 2019). In an age characterized by constant change and evolving landscapes, the marketing world has experienced a profound transformation (Maxim & Vidu, 2014; Maza, 2018). The traditional strategies that once dictated marketing success have given way to an entirely new paradigm (Akter et al., 2023). As we step into the future, it becomes evident that as a fundamental principle not just to survive but to flourish. This transformation has given birth to the concept of 'Adaptive Marketing,' a dynamic approach that empowers companies to remain resilient and prosper amid the ever-shifting dynamics of new realities (Satjaharuthai & Lakkhongkha, 2023). Adaptive Marketing serves as a response to the rapid pace of change in the business environment(Mackey, 2019). The emergence of social media, big data, and e-commerce has created a complex web of consumer behavior that is continually evolving. The adaptive marketer recognizes that staying relevant in this landscape requires a willingness to embrace change, continuously acquire knowledge, and pivot strategies as needed (Telukdarie et al., 2020. A central aspect of Adaptive Marketing involves the emphasis on data-driven decisionmaking(Firmansyah et al., 2023). In today's information-rich environment, businesses can gain valuable insights into their target audience's preferences, behaviors, and needs. This datadriven approach enables companies to personalize their marketing efforts and tailor their messages to individual customers. Gone are the days when a one-size-fits-all marketing campaign sufficed; success now belongs to those who can adjust their strategies based on realtime data and feedback(Koger et al., 2023).

w 5 Additionally, Adaptive Marketing acknowledges the significance of engagement and interaction (AAA, 2019). has been supplanted by a more interactive and conversational approach (Sasseville et al., 2022). Social media platforms and online communities have created environments where customers expect to have their voices heard, and they value brands that actively interact with them. Adaptive marketers cultivate relationships with their audience, nurturing loyalty and trust that extends beyond a simple transaction (Belanche et al., 2020). In the forthcoming sections, we will delve deeper into the principles and methods that define Adaptive Marketing (Goussarov et al., 2022). We will examine how companies are leveraging technology, analytics, and creativity to adapt to the new marketing realities(Rauschnabel et al., 2022). Real-world examples of organizations successfully implementing adaptive strategies and achieving remarkable outcomes will also be explored (Rejon-Parrilla et al., 2019). Join us as we explore the world of Adaptive Marketing and understand how this innovative approach is reshaping the manner in which businesses connect with their audience and attain success in our rapidly evolving world(Naidoo, 2011)." LITERATURE REVIEW Marketing in the Modern Business Context personalization, preferential treatment, and real rewards) and quality of service performed by retailers in the retail business as reinforcement of relationship marketing results(Takagaki et al., 2016). On Business-to-Consumer (BTC) relationships and developing theoretical models from a consumer perspective (Sukhawatthanakun, 2022). There are two distinct perspectives: the psychological and behavioral outcomes of relational marketing (Nyadzayo et al., 2020). The psychological results of relationships of trust, commitment and satisfaction are presented (Aziz et al., 2021). The impact of relationship efforts and service quality has been suggested as a way to improve outcomes Strengthening relationships in retail business through secure relationships between buyers and sellers (De Wulf & OdekerkenSchröder, 2003). This article focuses Indonesian on the impact of relational efforts (direct mail, treatment of personal preferences and remuneration) and the quality of service that a retailer undertakes in retail business to generate strong relational marketing (Lenz & Shier, 2021). Changes in the Business Environment Facing the era of transition from the industrial age to the age of information and communication(I Made Narsa, 2000; Wu et al., 2018). These changes are caused by technological advances that are closely related to transportation technology, information and communication technology, and manufacturing technology(Gao et al., 2020). These changes tend to be revolutionary rather than evolutionary. Many changes in various aspects cause changes in the business environment, including changes in management and organizational paradigms, markets, marketing (e.g. E-Commerce), the nature and characteristics of production, vision, mission, and business strategy, and costs. management systems (e.g. in performance-balanced scorecard evaluation)(Zohar, 2013). Indonesian In recent years, the business environment has changed and is in a transition period from the era of the industrial revolution to the era of the information and communication revolution(Yudina, 2018). This change was triggered by changes in technology as a denominator, especially in three main sectors, namely (1) transportation technology; (2) manufacturing technology; and (3)

w 6 information and communication technology(Davidson & Chismar, 2007). The changes that occur tend to be revolutionary rather than evolutionary. This environmental change has brought changes in organizational and management paradigms, market changes, marketing (with the growth of business through the internet), changes in the nature and characteristics of production, changes in vision. business mission and strategy, and changes to the cost management system. Keywords: change, business environment, technology, revolutionary(King et al., 2020). Latest Marketing Concepts An in increasing brand awareness and optimizing their sales. In today's digital era, there are many up-to-date marketing strategies that can be applied to achieve this goal(Bayazovna & Saidjonovich, 2021). This article discusses some of the latest marketing strategies that can help businesses increase brand awareness and optimize their sales(Arshad et al., 2014). Some of the marketing strategies discussed include the use of social media, search engine optimization, email marketing, content marketing, and digital influence. In the explanation of each strategy, it will also be discussed how to implement it effectively and what benefits can be obtained from each strategy(Prasad Das & Nundy, 2020). By implementing the right marketing strategy, businesses can increase brand awareness and optimize their sales so that they can generate greater profits Marketing in the Digital Age People often use the internet in all fields from starting work, school, college, even shopping through the internet or also called online(McCloskey, 1999). The present does not discourage traders or others from continuing their lives. With the internet we can take advantage or develop businesses that have declined due to the pandemic, technological advances in recent years signal a world of transition(Makbul, 2021). In today's digital marketing management, it does not mean changing a physical store or moving an ordinary store into a digital store. Criminal marketing management facilitates in a better quality. In this age of technology and information it is very important to understand how far we can achieve the expected goals. Information is capital in advancing science today and a weapon to build a country in the era of globalization in the field of marketing management. At present there is still a lack of people who will be aware or entrepreneurs in marketing management, digital media is a means of advancing their activities, especially in the field of marketing(Prasetyo et al., 2022). Corporate Policy and Marketing Strategy derives from the Greek words Strategia (Stratos=military, and ag=lead), meaning the art or sciences of being a general(Rerung, 2018).1 This concept is relevant to the situation in ancient times when wars were often colored, where generals were needed to lead an army in order to always win wars (Ullah, 2019). Strategy can also be defined as a plan for the division and use of military and material force in certain areas to achieve certain objectives (Kyrda-Omelian et al., 2022). Military strategy is based on understanding the strength and positioning of opponents, the physical characteristics of the battlefield, the strength and character of available resources, the system of people occupying certain territories, and anticipation of any changes that may occur. Strategy is a broad set of measures that describe how a company must operate to achieve its goals (Vinson et al., 2018).

w 7 The Importance of Consumer Knowledge CSR towards purchasing decisions with consumer knowledge as a moderation variable for millennial generation consumers at Super Indo Salatiga supermarkets(Aribowo et al., 2020). This study used a quantitative approach using primary data through an online questionnaire. The questionnaire was taken by purposive sampling technique with the number of samples used in the study of 200 respondents. The study was conducted using multiple regression analysis method and tested using SPSS. The test results show that green marketing has no effect on purchasing decisions , while CSR has a positive effect on purchasing decisions. Testing with moderation to obtain variable results of consumer knowledge cannot strengthen or weaken green marketing in influencing purchasing decisions. However, the results of moderation of consumer knowledge variables weaken the influence of corporate social responsibility on purchasing decisions(Anik Suhartini & Pertiwi, 2021). CONCLUSION In conclusion, the evolving nature of marketing in today's rapidly changing business environment has given rise to a paradigm shift, marked by the concept of Adaptive Marketing. Traditional marketing strategies have been replaced by dynamic approaches that prioritize flexibility and responsiveness to ever-shifting dynamics. This transformation is driven by the emergence of digital technologies, social media, and e-commerce, which have created a complex web of evolving consumer behaviors. Successful marketers now understand the value of data-driven decision-making, enabling them to personalize their marketing efforts and adapt in real-time. Furthermore, the digital age has made customer engagement and interaction a central focus of modern marketing. Brands are expected to actively participate in conversations with their audience, fostering trust and loyalty that extends beyond mere transactions. In the midst of these changes, understanding consumer knowledge and the role of corporate social responsibility in purchasing decisions are essential. It's clear that successful marketing strategies must align with the needs and values of the target audience, and businesses must adapt to a new reality where technology, data, and customer relationships are at the forefront of marketing success. As businesses continue to navigate this evolving landscape, staying up-to-date with the latest marketing concepts and leveraging digital tools will be critical for increasing brand awareness and optimizing sales, ultimately leading to greater profitability and success in this digital age. it is evident that the field of marketing has undergone significant changes in response to the evolving business landscape. These changes are driven by technological advancements, such as the internet and communication technologies, which have led to a shift from traditional marketing strategies to more adaptive and data-driven approaches. Moreover, the importance of building strong relationships with customers, engaging with them, and understanding their preferences has become increasingly vital in the digital age. It is crucial for businesses to keep up with the latest marketing strategies and optimize their use of digital tools to increase brand awareness and sales. Additionally, corporate strategy and marketing go hand in hand, requiring a well-thought-out approach to achieve business objectives. Finally, the significance of consumer knowledge and the impact of corporate social responsibility on purchasing decisions

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w 11 Arvina tri astika 202210160311041 Annida syafina 2022101603520 Amelia amanda 2022101603636 Best Marketing Planning Strategy BACKGROUND Management is the process of planning, organizing, coordinating, and controlling all available resources to achieve certain goals effectively and efficiently. Effective means being able to achieve goals in accordance with existing plans. Efficient means that it is carried out correctly and according to a predetermined and well-planned schedule. Marketing is an integrated effort that combines strategic planning that aims to meet the needs and desires of consumers in order to achieve the expected benefits through the exchange or transaction process. In order for a company to get a positive response from consumers, it is necessary to carry out marketing activities that satisfy consumers. The company is fully responsible for your satisfaction with the products provided. Therefore, all business activities are aimed at customer satisfaction and ultimately generating profits. Marketing management requires a strategic approach in managing all aspects related to the marketing of a product or service. Key aspects of marketing management include Planning and Management of Corporate and Business Units, Market Offerings, Planning and managing market offerings, Development of marketing plans, and Modifying Marketing INTRODUCTION 1. Corporate and Business Unit Planning and Management Leads to the process of developing strategies and managing operations within a business or organization. It involves planning, setting goals, allocating resources, and monitoring the activities of various business units to ensure the success and growth of the entire enterprise. To ensure they are carrying out the right activities, marketers should prioritize strategic planning in three key areas.Sector: Managing the company's activities as a portfolio, evaluating market growth and the company's position in that market and developing a viable business model. The company must draw up an action plan to achieve the long-term goals of each business unit.A company's organization includes structure, policies and culture, all of which can become dysfunctional in a rapidly changing business environment. While managers can change structures and policies (albeit with difficulty), corporate culture is very difficult to change. Yet creating a strong corporate culture is often the key to success in the marketplace.

w 12 2. Developing market offerings. To create value for the company's target customers, employees, and stakeholders, the company needs to clearly identify the target market in which it will compete and design services that will provide a meaningful set of benefits to target customers. 14 This activity includes the two main components of a company's business model: strategy and tactics. Strategy involves selecting a clear market in which the firm will be competitive and defining the value the firm intends to create in that market Tactics. Tactics are known as marketing guidelines, helping the company's strategy become a reality. A key aspect of bidding strategy and tactics is developing a marketing strategy by identifying a target market. The key element of the target market is the selection of target customers, which determines all other aspects of the market, this includes identifying competition, selecting employees, determining the resources the company needs to develop superior services for customers and describing the context in which the company will create market value. Therefore, changes in target customers often lead to changes in competitors and collaborators, differences in resource requirements, and changes in context factors due to their strategic importance, choosing the right target customers is the basis for building a successful business model. Another aspect Developing a Value Proposition, A successful offering must create superior value not only for the target customer but also for the company and its collaborators. Therefore, when developing market offerings for relevant entities in the market exchange, companies need to consider all three types of value: customer value, collaborator value, and enterprise value. The need to manage value for these three market entities raises the question of which value to prioritize. This requires the creation of an optimal value proposition that balances value for the Customer, collaborators and the company. The term optimal value used here means that the value offering is connected across all three entities, thus creating value for target customers and collaborators in a way that enables the company to achieve its strategic objectives. The market value principle optimizes the value of customers, collaborators, and the company and is the basis for market success. The next aspect is to develop a value preposition. A successful offering must create superior value not only for its target customers but also for the company and its employees. Therefore, the customer value proposition must be able to explain why the target customer will choose the company's product over the available alternatives. The employee value proposition must explain why employees will choose the company's products over competitive alternatives to achieve their goals. The value of an offering is determined in terms of all the benefits and costs associated with it, its relationship to the company's objectives, and the value of other opportunities available to the company. Therefore, the company's value proposition determines why the company will choose this product over other options. The next aspect is designing marketing tactics. Market products are the actual goods that firms use to satisfy specific customer needs. Marketers have seven tactics they can use to develop value-creating offerings: product, service, brand, price, offer, communication, and distribution. Known as the marketing mix, these seven attributes represent the combination of activities

w 13 necessary to achieve a market offering strategy. The seven attributes that describe the market product include product, service, brand, communication, distribution, price, and incentives. The last aspect is to create a market value map. The two key aspects of a company's business model strategy and tactics can be expressed as a value map that defines how the company creates market value. Therefore, the market value map can be considered a visual representation of the key components of the company's business model and their interrelationships with each other. The market value map reflects the structure of the business model and contains three key elements that define the company's strategy and tactics: target market, value proposition, and market offering. The offer component of the market value map describes seven key attributes (product, service, brand, price, offer, communication, and distribution) that represent the tactical aspects of the company's business model. The commercial success of a company's product is determined by its ability to create value for three key entities: These three value maps illustrate the various aspects of a company's business model with respect to the key units involved in the value creation process. Only by creating value for target customers, employees and the company can managers ensure the commercial success of the offering. 3. Plan and Manage Market Offerings The future of the company depends on the ability to develop successful marketing offers that create better added value for its target customers, the company and its partners. Marketing success is usually the result of careful marketing analysis, planning and management. Success in the market requires companies to develop a functioning business model and an action plan that enables its implementation. The action plan development process is summarized in the GSTIC framework, which will be explained in the next section. Setting Goals Determining the goals the company wants to achieve drives the marketing plan. Goals can be considered as a beacon that guides all company activities. Goal setting involves two important decisions, viz. determine priorities for company activities and determine performance criteria that can be achieved. These decisions will be discussed in more detail below, namely in the definition of goal focus, goal focus determines the desired results of the company's activities. An important criterion for the success of a company is its focus, its goals can be financial or strategic. Achieving net results (goal focus) in one year (time benchmark) clearly delineates achievable goals, and setting realistic quantitative and time benchmarks helps refine company strategy and tactics. Strategy Development Because the processes involved in developing a good marketing strategy were discussed in detail earlier in this chapter, strategy is only mentioned briefly in this section in relation to the G-STIC framework. Goals can be considered as a beacon that guides all company activities. Goal setting involves two important decisions, viz. determine priorities for company activities and determine performance criteria that can be achieved. These decisions will be discussed in more detail below, namely in the definition of goal focus, goal focus determines the desired results of the company's activities. An important criterion for the success of a company is its focus, its goals can be financial or strategic. Achieving net results (goal focus) in one year (time benchmark) clearly delineates achievable goals, and setting realistic quantitative and time benchmarks helps

w 14 refine company strategy and tactics. Strategy Development Because the processes involved in developing a good marketing strategy were discussed in detail earlier in this chapter, strategy is only mentioned briefly in this section in relation to the G-STIC framework. Marketing tactics or combinations are the logical sequence of elements of a company's strategy that transform that strategy into marketing reality. They define the true proposition a company presents to its target market through seven attributes: product, service, brand, price, incentives, communication, and distribution, which together create the market value the company offers. Execution is a direct reference to the company's strategy and tactics. Once the strategy is transformed into a set of tactics, it is transformed into an execution plan that outlines the actions that will bring the business model to life. The implementation consists of three main components, namely company resource development, offer development, and commercial implementation of the offer. Resource development means securing the knowledge and assets necessary to implement the company's offerings. Resource development can include developing manufacturing infrastructure, services and technology, securing reliable suppliers, recruiting, training and retaining skilled workers, etc. Offer development turns a company's strategies and tactics into real products offered to target customers. This requires the movement of information, materials, labor and money that creates the supply that companies bring to the market. Offer development includes product design (purchasing, inbound logistics and manufacturing) and service definition (installation, support and repair activities), branding, retail and wholesale pricing and promotions (coupons, discounts and rebates), communication planning methods (messages, media and advertising materials). ). implementation) and provision of distribution channels (warehouse, order fulfillment and transportation). The introduction of a business is a logical consequence of the development of the offer and the entry of the company's offer into the market. Execution includes the timing of an offering's entry into the market and the determination of related resources and market entry. Initial launches may be selective, focusing on specific target market segments to allow the company to gauge market response to the offering. Alternatively, implementation may involve large-scale deployment in target markets. Optional commercial implementation requires a marketing plan that identifies the primary markets where the offering is first introduced and describes the key activities associated with the initial launch of the offering. The marketing plan then determines the time and processes necessary to expand the offering beyond the primary market, thereby enabling the company to reach all target customers and reach its full market potential. The business environment is constantly changing, companies must be agile to consistently adapt their operations to current market realities. Control guides a business toward its ultimate goals by ensuring that business operations are aligned with strategy and tactics. Additionally, audits make marketing more efficient and cost-effective and allow for better evaluation of return on marketing investments, helping companies determine whether they are on track to achieve their goals. The directive has one main function, namely to tell the company whether it should go with the flow. Evaluating business performance means using benchmarks to monitor a company's progress toward goals. For example, evaluating a company's financial performance may consist of comparing desired and actual sales revenue or evaluating desired and actual net income to identify operational inefficiencies.

w 15 Here are some of the more common performance metrics, namely sales metrics such as sales volume, sales growth, and market share. Customer purchase readiness is then measured, such as awareness, preference, purchase intent, trial price and repeat purchase frequency. The following measures of customer value, such as customer satisfaction, customer acquisition cost, customer turnover, customer lifetime value, customer profitability, and customer-based returns. The following distribution metrics, such as number of stores, average inventory, stock frequency, share of shelf space, and average sales per channel. Then, communication metrics such as brand awareness, gross rating pain (GRP) and response rate, company performance evaluation can indicate adequate progress towards goals or performance gaps between desired performance and actual performance. If the progress achieved is deemed sufficient, the company can continue with the current action plan. However, if the performance review reveals gaps and discrepancies between the company's performance and the established benchmarks, the company's business plan must be re-evaluated and modified to keep the company on track to achieve its goals. 4. Developing a Marketing Plan The marketing plan directs and coordinates all of the company's marketing efforts. It is the tangible result of a company's strategic planning process, describing the company's ultimate goal and the means the company intends to use to achieve that goal.The scope of a marketing plan is narrower than a business plan,because marketing covers only one aspect of a company's business.A company's business plan covers not only the marketing aspect of the company's activities but also the financial, operational, human resources and technological aspects of the company. The marketing plan may briefly refer to other aspects of the business plan, but only as they relate to marketing strategy and tactics. The marketing plan performs three main functions: It describes the company's goals and proposed course of action, informs stakeholders about the goals and action plan, and persuades those make relevant decisions about the feasibility of goals and proposed action plans.Marketing plans often begin with a summary, followed by an overview of the situation.The plan then describes the company's goals, the value creation strategy the company has designed, the tactical aspects of the offering, and the plan for implementing the offering's tactics.Next is to identify a set of controls that will monitor the company's progress toward its goals, and the plan concludes with a list of relevant risks. 5. Modifying the Marketing Plan A. Modify the marketing plan The marketing plan should be updated if the current activities of the company change. This can be based on the need to revise current objectives by rethinking existing strategies, as new target markets have been identified or the total value proposition of the offer to customers, partners and the company must be changed as well as changing tactics by adding or improving products, service aspects, branding, pricing, incentives, communication and offers for

w 16 distribution, simplifying implementation and developing alternative controls. A common reason for updating a company's marketing plan is to respond to changes in the target market. Marketing changes can occur in one or more of five (1) changes in demographics, purchasing power, needs and preferences of target customers. (2) changes in the competitive environment, such as the emergence of new competitors, price reductions, aggressive advertising campaigns or expansion of distribution; (3) changes between company partners, such as the risk of reverse dealer integration, increased business margins, or dealer consolidation; (4) business changes, such as loss of strategic assets and expertise (5) changes in market conditions, which may include economic downturns, new technological developments, and new or changing regulations. B. Conducting marketing controls A marketing audit is an in depth study of the marketing aspects of a company's offerings or marketing department. It aims to identify overlooked opportunities and problem areas and recommend action plans to improve the company's performance. An effective market audit should be comprehensive, systematic, impartial and regular. 1. Comprehensive. A marketing audit should cover all of the company's major marketing functions, not just a few problem areas (this is addressed in functional audits, which focus on specific aspects of the marketing function such as pricing, communications, or distribution). While functional audits can be useful, they may not be able to accurately discern cause and effect relationships that affect a company's operations. For example, high sales turnover may be due to low product quality, improper pricing, and limited distribution, rather than poor training or inadequate compensation. A comprehensive marketing audit can find the real root of the problem and suggest solutions to effectively solve the problem. 2. Systematic. In a marketing audit, the organization's operating environment should be examined periodically - from the company's marketing goals and strategies to its specific functions. To achieve this systematic approach, a marketing audit should follow the G-STIC guidelines to analyze the feasibility of business objectives, strategies, tactics, implementation, and monitoring. In this way, the marketing audit can identify issues and opportunities at each stage of planning and implementing the marketing plan and integrate them into a meaningful plan. 3. Action plan. impartial. It is more beneficial if the market audit is conducted by an external party. Internal audits conducted by supervisors who evaluate their own activities are mostly too subjective, so it is easier for an impartial person to overlook easily recognized problems. 4. Periodic. Many companies consider marketing audits only when they encounter problems that often manifest as the company's inability to achieve its goals. There are two main disadvantages to waiting for an audit. First, focusing only on existing problems will prevent early detection of potential problems. That is, problems will not be detected until they have caused enough negative impact to go unnoticed. Second, and more importantly, focusing only on problems may cause the company to overlook promising opportunities that could result in

w 17 growth. Bottom line: Regular marketing audits can be beneficial to both healthy and struggling businesses. Since a marketing audit is similar to organizing a marketing plan, it follows the G-STIC framework which consists of five main components: goal audit, strategic audit, tactical audit, implementation audit, and control audit. The main difference between a marketing audit and a marketing plan is that a marketing plan looks into the future and plans the actions a company should take whereas a marketing audit combines the past, present, and future of a company by looking at the company's present and past to determine its direction, right to guarantee its future. Conclusion A. Organizational procurement is the process by which a formal organization determines the need for products and services to be purchased and then identifies, launches, and selects between alternative brands and suppliers. The business market consists of all organizations that acquire goods and services that are used to produce other goods or services that are sold, rented or handed over to others. B. Compared with consumer markets, commercial markets tend to have fewer and larger buyers, closer customer-supplier relationships, and geographically closer buyers. Business market demand originates from consumer market demand and varies according to the business cycle. However, aggregate demand for many goods and services that can provide supply is price inelastic C. The purchasing center is the decision-making unit in the organization. It consists of initiators, users, influencers, decision makers, approvers, buyers, and gatekeepers. To influence these parties, marketers must consider environmental, organizational, interpersonal, and individual factors D. Successful B2B marketing requires marketers to not only know which companies to sell to, but also which companies to focus on as the organization's buying center. Business marketers can also consider their customers' customers, i.e. end consumers, during sales development. E. The purchasing process consists of eight stages: problem identification, requirements description, product specifications, supplier search, research, supplier selection, contract negotiation, and performance evaluation. Enterprise marketers must ensure that their value proposition is clear at every stage of the buying process. F. Business-to-business marketers use a variety of marketing tools to attract and retain customers. They strengthen their brands and use technology and other communication tools to develop effective marketing programs. They also use sales systems and add services to provide added value to customers. G. Business marketers must build strong bonds and relationships with their customers. Building trust is one of the prerequisites for a healthy long-term relationship. Trust depends on factors

w 18 such as a company's expertise, honesty, integrity, and perceived worthiness. Business marketers need to be aware of the role of professional buyers and influencers, the need for multiple sales calls, and the importance of direct purchasing, reciprocity, and leasing. H. The institutional market consists of schools, hospitals, retirement communities, nursing homes, prisons, and other institutions that provide goods and services to the people in their care. Buyers from public organizations usually require many documents from sellers and prefer open tenders and domestic companies. Suppliers must be prepared to adapt their offerings to the specific needs and procedures of institutional and government markets. I. The implementation plan outlines the logistics of implementing the company's strategy and tactics. This involves developing the resources necessary to implement the company's offering, developing the actual offering that will be introduced in the market, and implementing the offering in the target market. J. Control describes the criteria for broadcasting progress on corporate objectives and articulates the process for analyzing changes in the environment in which the company operates, to align action plans with market realities. K. Marketing plan can be formalized as a written document that communicates proposed actions to related entities: company employees, stakeholders and collaborators. The essence of the company's marketing plan REFERENCES (Philip Kotler, Kevin Keller, Alexander Chernev, 2021 CHAPTER 3 KELOMPOK 3 Widyatami Ainun Vista Hanifah 202210160311096 Recyta Salsabila 202210160311626 Putri Dhinar L.S 202210160311337 Analyzing Consumer Markets

w 19 BACKGROUND Jika suatu perusahaan ingin melakukan pengembangan dengan menuju kepada internasional, maka salah satu langkah yang harus dilakukan adalah dengan menilai dan menganalisis pasar internasional (Yusuf, 2021) (Ribhan & Yusuf, 2016). Hal ini dilakukan untuk mendapatkan suatu informasi yang akurat agar perusahaan bisa benar-benar mencapai tujuannya, yaitu bisa menembus pasar internasional (Anggarini, Putri, et al., 2021) (Putri & Ghazali, 2021). Tentunya untuk mencapai target tidaklah mudah. Kemudian harus mengikuti suatu langkahlangkah atau tahapan tertentu agar tujuan dari perusahaan tersebut bisa terwujud (Putri, 2021). Terdapat juga faktor-faktor yang harus diperhatikan dalam menganalisis pasar internasional (ANGGARINI & PERMATASARI, 2020) (Lina & Permatasari, 2020). Diantaranya harus memperhatikan tentang bagaimana politik dan hukum dinegara yang bersangkutan, selain itu terdapat pula faktor sosiokultural, yaituharus menyesuaikan dengan kebiasaan atau kebudayaan disuatu daerah atau negarayang dijadikan objek analisis. Para analis juga harus mengetahui informasi mengenai ekspor impor disuatu negara. Dan masih ada beberapa lagi yang perlu diperhatikandalam menganalisis pasar. Penyaringan pasar adalah metode analisis dan penilaian pasar yangmemungkinkan manajemen untuk mengidentifikasi sejumlah kecil pasar yang diinginkan dengan mengeliminasi pasar-pasar kurang menarik (Permatasari, n.d.) (Defia Riski Anggarini, 2020). Hal ini dilakukan dengan memasukkan pasar-pasar tersebut dalam serangkaian proses penyaringan pasar berdasarkan kekuatan-kekuatan lingkungan yang dibahas pada bagian II (Permatasari & Anggarini, 2020). Walaupun kekuatan- kekuatan ini dapat diletakkan dalamurutan apapun, pengaturan yang disajikan dalam figur dirancang untuk memulai dari analisis yangpaling mudah ke analisis yang paling sulit berdasarkan aksesibilitas dan subjektifitas (Maryana & Permatasari, 2021). Dengan cara ini hanya sesedikit mungkin kandidat yang tersisa untuk penyaringanfinal dan paling sulit (Ahluwalia et al., 2021). KAJIAN PUSTAKA Karakteristik Perilaku Konsumen Mempengaruhi Pembelian Karakteristik perilaku dalam proses keputusan pembelian timbul karena konsumen menyadari suatu masalah atau kebutuhan terhadap suatu produk yang diinginkan. Proses pembelian menggambarkan alasan mengapa seseorang lebih menyukai, memilih dan membeli suatu produk dengan merek tertentu (Damayanti et al., 2020). Proses keputusan pembelian terdiri dari lima tahapan yaitu pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan evaluasi pasca pembelian (Anggarini, 2021) (Anggarini, Nani, et al., 2021). 1) Pengenalan Masalah Suatu proses membeli saat pembeli menyadari adanya masalah kebutuhan. Pembeli menyadari terdapat perbedaan antara kondisi sesungguhnya dan kondisi yang diinginkannya (Riski, 2018). Kebutuhan ini dapat disebabkan oleh rangsangan internal maupun eksternal. Ada beberapa faktor yang mempengaruhi pengaktifan kebutuhan, diantaranya yaitu waktu, perubahan situasi, pemilikan produk, konsumsi produk, perbedaan individu, dan pengaruh pemasaran. 2) Pencarian Informasi

w 20 Konsumen akan mencari informasi yang tersimpan dalam ingatannya (pencarian internal) dan mencari informasi dari luar (pencarian eksternal) (Nani & Ali, 2020). Karakteristik konsumen dan faktor situasi juga mempengaruhi pencarian informasi. Konsumen yang memiliki pengetahuan dan pengalaman yang banyak mengenai produk mungkin tidak termotivasi untuk mencari informasi. Namun konsumen yang memiliki kepribadian sebagai senang mencari informasi (information seeker) akan meluangkan waktu untuk mencari informasi yang lebih banyak (Nani & Lina, 2022) 3) Evaluasi Alternatif Evaluasi alternatif adalah proses mengevaluasi pilihan produk dan merek dan memilihnya sesuai dengan yang diinginkan konsumen (Rahmawati & Nani, 2021). Proses evaluasi alternatif yaitu dimana konsumen membandingkan berbagai pilihan yang dapat memecahkan masalah yang dihadapinya (Khamisah et al., 2020). Setelah konsumen menentukan kriteria atau atribut dari produk atau merek yang dievaluasi, maka langkah berikutnya konsumen menentukan alternatif pilihan. Setelah menentukan alternatif yang akan dipilih, selanjutnya konsumen akan menentukan produk atau merek yang akan dipilihnya (Lina & Nani, 2020). 4) Keputusan Membeli Pada tahap keputusan membeli, konsumen akan melakukan evaluasi membentuk preferensi terhadap merek-merek yang terdapat pada perangkat pilihan (Nani, 2019). Konsumen mungkin juga membentuk tujuan membeli untuk merek yang paling disukai (Nani et al., 2021). Meskipun demikian, terdapat dua faktor yang dapat mempengaruhi tujuan membeli dan keputusan membeli. Faktor yang pertama adalah sikap orang lain, sejauh mana sikap orang lain akan mengurangi alternatif pilihan konsumen tergantung pada intensitas sikap orang lain tersebut terhadap alternatif pilihan konsumen dan motivasi konsumen untuk menuruti keinginan orang lain tersebut (View of Exploring the Relationship between Formal Management Control Systems, Organisational Performance and Innovation_ The Role of Leadership Characteristics.Pdf, n.d.) . Tujuan pembelian juga akan dipengaruhi oleh faktorfaktor keadaan yang tidak terduga. Konsumen membentuk tujuan pembelian berdasarkan faktor- faktor seperti: pendapatan keluarga yang diharapkan, harga yang diharapkan, dan manfaat produk yang diharapkan. Pada saat konsumen ingin bertindak, faktor faktor keadaan yang tidak terduga mungkin timbul dan merubah tujuan membeli (Nani, 2020). 5) Evaluasi Pasca Pembelian Kepuasan atau ketidakpuasan konsumen pada suatu produk akan mempengaruhi tingkah laku berikutnya. Jika konsumen merasa puas, maka ia akan memperlihatkan kemungkinan yang lebih tinggi untuk membeli produk itu lagi (Novita & Husna, 2020). Konsumen yang tidak puas akan berusaha mengurangi ketidakpuasannya dengan meninggalkan atau mengembalikan produk tersebut, atau mereka mungkin berusaha mengurangi ketidakcocokannya dengan mencari informasi yang mungkin mengkonfirmasikan produk tersebut sebagai bernilai tinggi (atau menghindari informasi yang mengkonfirmasikan produk tersebut bernilai rendah) (Novita et al., 2020). METODE

w 21 Dalam artikel ini, metode yang digunakan adalah metode literatur. Metode literatur atau studi kepustakaan dilakukan dengan mencari data atau informasi riset melalui membaca jurnal ilmiah, buku-buku referensi dan bahan bahan publikasi yang tersedia di perpustakaan maupun internet (Dhiona Ayu Nani, 2021). Adapun sifat dari penelitian ini adalah analisis deskriptif, yakni penguraian secara teratur data yang telah diperoleh, kemudian diberikan pemahaman dan penjelasan agar dapat dipahami dengan baik oleh pembaca (Lina et al., 2021). Penulis menggunakan beraneka variasi sumber pustaka dan data sensus internet yang membeberkan seputar Tanggungjawab sosial dalam manajemen. Untuk memperoleh data/isu penulis mengolah data dari beraneka variasi sumber isu iternet (Ameraldo & Ghazali, 2021). Berbagai macam variasi dan sumber rujukan yang tersedia menciptakan penulisan artikel ilmiah ini berjalan dengan baik. SIMPULAN Analisis dan penilaian pasar dilakukan oleh sebuah perusahaan baik yang bermaksud memasuki pasar luar negeri untuk pertama kalinya ataupun telah menjadi perusahaan multinasional tetapi ingin memantau pasar-pasar dunia secara sistematis untuk menghindari pengabaian peluang-peluang dan ancaman-ancaman pemasaran. Proses penyaringan itu terdiri dari pemeriksaan berbagai kekuatan yang berurutan dan mengurangi negara-negara pada tiap langkah. Urutan penyaringan berdasarkan atas: 1. Potensi kebutuhan dasar, 2. Kekuatankekuatan ekonomi dan keuangan,3. Kekuatan-kekuatan politik dan hukum, 4. Kekuatankekuatan sosial, 5. Kekuatan-kekuatan kompetitif, 6. Kunjungan-kunjungan pribadi. Indikator-indikator pasar adalah data ekonomi yang digunakan untuk mengukur kekuatan pasar relatif sedang faktor pasar adalah data ekonomi yang berkorelasi dengan permintaan pasar akan suatu produk. Masalah-masalah kultural seperti tingkat pendidikan yang rendah ketidakpercayaan pada orangasing, memperumit proses pengumpulan data. Untuk memudahkan proses pengumpulan,pengolahan, penyimpanan informasi yang dibutuhkan oleh manajemen maka Sistem Informasi Manajemen Internasional sangat diperlukan. Untuk meningkatkan pangsa pasar, pendapatan, dan profit, perusahaan biasanya harus melakukan tiga langkah berikut: 1) Melakukan penilaian terhadap pasar-pasar alternatif. 2) Mengevaluasi biaya, keuntungan, dan risiko memasuki masing-masing pasar. 3) Memilih pasar yang paling potensial untuk dimasuki atau untuk melakukan ekspansi. REFRENSI Ahluwalia, L. (2020). EMPOWERMENT LEADERSHIP AND PERFORMANCE: ANTECEDENTS. Angewandte Chemie International Edition, 6(11), 951–952., 7(1), 283. http://www.nostarch.com/javascriptforkids%0Ahttp://www.investopedia.com/terms/i/ in_specie.asp%0Ahttp://dspace.ucuenca.edu.ec/bitstream/123456789/35612/1/Trabajo de Titulacion.pdf%0Ahttps://educacion.gob.ec/wpcontent/uploads/downloads/2019/01/GUIA-METODOL

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w 25 Pertumbuhan Ekonomi Provinsi Lampung. TECHNOBIZ : International Journal of Business, 1(1), 1. https://doi.org/10.33365/tb.v1i1.182 Sedyastuti, K., Suwarni, E., Rahadi, D. R., & Handayani, M. A. (2021). Human Resources Competency at Micro, Small and Medium Enterprises in Palembang Songket Industry. Proceedings of the 2nd Annual Conference on Social Science and Humanities (ANCOSH 2020), 542(Ancosh 2020), 248–251. https://doi.org/10.2991/assehr.k.210413.057 Strategi Pengembangan Bisnis Usaha Mikro Kecil Menengah Keripik Pisang Dengan Pendekatan Business Model Kanvas, 19 Journal Management, Business, and Accounting 320 (2020). Suwarni, E., & Handayani, M. A. (2021). Development of Micro, Small and Medium Enterprises (MSME) to Suwarni, E., & Handayani, M. A. (2021). Development of Micro, Small and Medium Enterprises (MSME) to Strengthen Indonesia’s Economic Post COVID-19. Business Management and Strategy, 12(2), 19. h. Business Management and Strategy, 12(2), 19. https://doi.org/10.5296/bms.v12i2.18794 Suwarni, E., Rosmalasar, T. D., Fitri, A., & Rossi, F. (2021). Sosialisasi Kewirausahaan Untuk Meningkatkan Minat dan Motivasi Siswa Mathla’ul Anwar. Jurnal Pengabdian Masyarakat Indonesia, 1(4), 157–163. https://doi.org/10.52436/1.jpmi.28 View of Exploring the Relationship between Formal Management Control Systems, Organisational Performance and Innovation_ The Role of Leadership Characteristics.pdf. (n.d.). Yusuf, N. (2021). The Effect of Online Tutoring Applications on Student Learning Outcomes during the COVID-19 Pandemic. Italienisch, 11(2), 81–88. http://www.italienisch.nl/index.php/VerlagSauerlander/article/view/100 CHAPTER 4 MANAJEMEN PEMASARAN “ Analyzing Business Markets” Oleh : (ABDUL HARIS FADILAH) (KAKA GALUH) (FIKO) LATAR BELAKANG Manajemen pemasaran merupakan bagian penting dalam strategi bisnis setiap perusahaan. Di era persaingan global yang semakin ketat, dunia usaha harus mengembangkan metode pemasaran yang efektif untuk memahami kebutuhan dan preferensi konsumen.(Buton

w 26 et al., 2019). Salah satu alat penting yang digunakan dalam manajemen pemasaran adalah riset pemasaran. Riset pemasaran adalah proses sistematis mengumpulkan, menganalisis, dan menafsirkan informasi yang diperlukan untuk membuat keputusan pemasaran yang tepat.(Hanum, 2014) Di era informasi dan digital saat ini, riset pemasaran menjadi semakin penting.Perubahan cepat dalam perilaku konsumen, teknologi, dan pasar mengharuskan dunia usaha untuk terus memahami dinamika pasar.(Hendri, 2009). Riset pemasaran memungkinkan bisnis mengidentifikasi peluang dan tantangan, membangun strategi pemasaran yang efektif, dan melacak hasil kampanye pemasaran. Dengan demikian, riset pemasaran membantu bisnis mempertahankan daya saing dan mencapai kesuksesan jangka panjang.(Bhirawa, 2020) Dalam konteks ini, artikel ini akan membahas pentingnya riset pemasaran dalam manajemen pemasaran. Kami akan menjelaskan berbagai metode penelitian yang dapat digunakan, kelebihannya, dan tantangan yang mungkin dihadapi selama implementasi. (Rofiki & Muhimmah, 2021)Artikel ini juga akan menjelaskan bagaimana riset pemasaran telah menjadi alat penting dalam pengambilan keputusan strategis bagi bisnis. Dengan pemahaman menyeluruh tentang riset pemasaran, bisnis dapat meningkatkan efisiensi operasional, lebih memahami konsumen, dan memperoleh keunggulan kompetitif di pasar yang dinamis saat ini.(Saputra, 2016) I. PENDAHULUAN Kebutuhan informasi dan perkembangan teknologi merupakan suatu hal yang memiliki keterkaitan satu sama lain.(Putra, 2017) Untuk mendapatkan informasi yang cepat dan akurat, peran teknologi sangat diperlukan sebagai media dalam penyampaian informasi dari sumbernya.(Suryanda et al., 2023) Semakin tinggi teknologi yang digunakan, maka semakin cepat informasi yang bisa didapat. Dengan demikian tidak dapat dipungkiri bahwa teknologi akan selalu dibutuhkan dalam upaya pemenuhan kebutuhan informasi bagi masyarakat yang semakin berkembang dan modern. Konsumen dapat menjadikan brand image sebagai acuan sebelum melakukan pembelian.(Karwini et al., 2021). Maka, perusahaan harus dapat menciptakan brand yang menarik sekaligus menggambarkan manfaat dan kualitas yang sesuai dengan keinginan dan kebutuhan konsumen sehingga dengan demikian konsumen memiliki citra yang positif terhadap brand tersebut.(Nurochim et al., 2021),Brand Image yang baik merupakan salah satu aset perusahaan, karena brand dapat mempengaruhi persepsi konsumen dan hal ini juga akan memberi kesan positif terhadap perusahaan.(Ratnasari, 2021)Perusahaan harus mampu memberikan yang terbaik yaitu sesuai kebutuhan dan keinginan konsumen. Untuk itu, perusahaan harus membangun image yang lebih baik dari pesaing kepada konsumen dengan membangun reputasi dan personality yang baik, sehingga dapat membentuk sebuah citra perusahaan yang baik pula sehingga dapat menarik konsumen untuk memutuskan melakukan pembelian di perusahaan tersebut. Hal itu harus dilakukannya riset dengan

w 27 melakukan serangkaian proses-prosesnya agar terpenuhi tujuan perusahan serta konsumen.(Putri et al., 2023) II. PEMBAHASAN RUANG LINGKUP RISET PEMASARAN Manajer pemasaran sering kali menugaskan studi pemasaran formal mengenai masalah dan peluang tertentu, seperti survei pasar, tes preferensi produk, perkiraan penjualan berdasarkan wilayah, atau evaluasi periklanan. Tugas peneliti pemasaran adalah menghasilkan wawasan untuk membantu pengambilan keputusan manajer pemasaran. Riset pemasaran adalah fungsi yang menghubungkan konsumen, pelanggan, dan masyarakat dengan pemasar melalui informasi yang digunakan untuk mengidentifikasi dan mendefinisikan peluang dan masalah pemasaran; menghasilkan, menyempurnakan, dan mengevaluasi tindakan pemasaran; memantau kinerja pemasaran; dan meningkatkan pemahaman tentang pemasaran sebagai suatu proses. PENTINGNYA WAWASAN PEMASARAN Riset pemasaran adalah tentang menghasilkan wawasan. Wawasan pemasaran memberikan informasi diagnostik tentang bagaimana dan mengapa kita mengamati dampak tertentu di pasar dan apa artinya bagi pemasar. SIAPA YANG MELAKUKAN RISET PEMASARAN? Sebagian besar perusahaan menggunakan kombinasi sumber daya untuk mempelajari industri, pesaing, audiens, dan strategi saluran mereka. Selain itu, sebagian besar perusahaan besar memiliki departemen riset pemasaran sendiri, yang seringkali memainkan peran penting dalam organisasi. Berikut adalah cara Procter & Gamble mendeskripsikan departemen riset pemasarannya. Procter & Gamble Departemen Pengetahuan Konsumen & Pasar (CMK) adalah Procter & Kompas internal utama Gamble, yang memandu dan memperjuangkan keputusan terkait strategi pengembangan bisnis merek dan pelanggan berdasarkan analisis mendalam terhadap konsumen, pembeli, dan perdagangan ritel. CMK memimpin analisis tren pasar dan kebiasaan/motivasi konsumen, perilaku pembeli, serta dinamika pelanggan dan persaingan. Ini juga merancang dan menganalisis studi penelitian konsumen dan pembeli kualitatif dan kuantitatif, serta data pasar sindikasi. Perusahaan riset pemasaran terbagi dalam tiga kategori: 1. Perusahaan riset layanan tersindikasi, seperti Nielsen Company, Kantar Group, Westat, dan IRI, mengumpulkan informasi konsumen dan perdagangan yang mereka jual dengan imbalan tertentu. 2. Perusahaan riset pemasaran khusus melaksanakan proyek tertentu. 3. Perusahaan riset pemasaran lini khusus menyediakan layanan penelitian khusus (misalnya, perusahaan layanan lapangan yang menjual layanan wawancara lapangan ke perusahaan lain). PROSES RISET PASAR a. MENDEFINISIKAN MASALAH b. MENGEMBANGKAN RENCANA PENELITIAN

w 28 Untuk merancang rencana penelitian, kita perlu mengambil keputusan tentang sumber data, pendekatan penelitian, instrumen penelitian, rencana pengambilan sampel, dan metode kontak. Sumber data. Peneliti dapat mengumpulkan data sekunder, data primer, atau keduanya. Data sekunder adalah data yang dikumpulkan untuk tujuan lain dan sudah ada di suatu tempat. Data primer adalah data yang baru dikumpulkan untuk tujuan atau proyek tertentu. Setelah menentukan jenis data, peneliti biasanya memulai penyelidikannya dengan memeriksa apakah beberapa data yang telah dikumpulkan perusahaan dapat berguna dalam menjawab pertanyaan penelitian. Pendekatan Penelitian. Pemasar mengumpulkan data primer dengan lima cara utama: melalui observasi, kelompok fokus, survei, data perilaku, dan eksperimen. 1. Penelitian Observasional. Dengan penelitian observasional, peneliti dapat mengumpulkan data baru dengan mengamati secara diam-diam saat pelanggan berbelanja atau mengonsumsi produk 2. Penelitian Kelompok Fokus. Kelompok fokus adalah kumpulan 6 hingga 10 orang yang dipilih dengan cermat berdasarkan pertimbangan demografis, psikografis, atau lainnya dan berkumpul untuk mendiskusikan berbagai topik secara panjang lebar dengan biaya yang kecil. Penelitian kelompok fokus merupakan langkah eksplorasi yang berguna, terutama jika serangkaian kelompok fokus telah mengungkapkan preferensi dan sikap yang konsisten. 3. Penelitian survei. Dengan penelitian survei, perusahaan melakukan survei untuk menilai pengetahuan, keyakinan, preferensi, dan kepuasan masyarakat. 4. Penelitian Perilaku. Pelanggan meninggalkan jejak perilaku pembelian mereka di data pemindaian toko, pembelian katalog, dan database pelanggan. Penelitian perilaku menggunakan data ini untuk mendapatkan pemahaman yang lebih baik tentang pelanggan dan tindakan mereka. Pembelian sebenarnya mencerminkan preferensi konsumen dan seringkali lebih dapat diandalkan dibandingkan pernyataan yang konsumen berikan kepada peneliti pasar. Misalnya, data belanja bahan makanan menunjukkan bahwa, berbeda dengan apa yang mungkin mereka nyatakan dalam wawancara, masyarakat berpenghasilan tinggi belum tentu membeli merek yang lebih mahal, dan banyak masyarakat berpenghasilan rendah membeli merek mahal. c. MENGUMPULKAN INFORMASI Setelah memilih pendekatan dan instrumen penelitian, peneliti pemasaran harus menyusun rencana pengambilan sampel yang dirancang untuk memperoleh tanggapan berkualitas tinggi sekaligus menjaga biaya tetap sesuai. Hal ini memerlukan tiga keputusan: 1. Rencana Pengambilan Sampel. Setelah memilih pendekatan dan instrumen penelitian, peneliti pemasaran harus menyusun rencana pengambilan sampel yang dirancang untuk mendapatkan tanggapan berkualitas tinggi sambil menjaga biaya tetap sejalan. • Unit pengambilan sampel • Ukuran sampel • Prosedur pengambilan sampel 2. Metode Kontak. Peneliti pemasaran harus memutuskan bagaimana menghubungi subjek: online, secara langsung, melalui surat atau email, atau melalui telepon. 3. Penambangan Data. Melalui penambangan data, ahli statistik pemasaran dapat mengekstrak, dari massa data, informasi yang berguna tentang individu, tren, dan segmen. Seperti mengidentifikasikan prospek, memutuskan pelanggan yang mana yang harus menerima penawaran tertentu, memperdalam loyalitas pelanggan, mengaktifkan kembali pembelian pelanggan. d. PENAMBAHAN DATA

w 29 Secara umum, perusahaan dapat menggunakan data mereka dalam beberapa cara untuk menciptakan nilai pelanggan dan mendapatkan keunggulan kompetitif: • Untuk mengidentifikasi prospek • Untuk memutuskan pelanggan mana yang harus menerima penawaran tertentu • Untuk memperdalam loyalitas pelanggan • Untuk mengaktifkan kembali pembelian pelanggan • Untuk menghindari kesalahan pelanggan yang serius e. MENGANALISIS INFORMASI DAN MENGAMBIL KEPUTUSAN Langkah terakhir dalam proses ini adalah mengekstraksi temuan dengan membuat tabulasi data dan mengembangkan langkah-langkah ringkasan. Para peneliti menghitung ratarata dan ukuran penyebaran untuk variabel-variabel utama dan menerapkan beberapa teknik statistik tingkat lanjut dan model keputusan dengan harapan menemukan temuan tambahan. KONSEP UTAMA DALAM PENGUKURAN PERMINTAAN Konsep utama dalam pengukuran permintaan adalah permintaan pasar/perusahaan, perkiraan pasar, perkiraan penjualan perusahaan, potensi pasar, dan potensi penjualan perusahaan. Permintaan pasar untuk penawaran adalah total volume yang dapat dibeli oleh kelompok pelanggan yang ditentukan di wilayah geografis yang ditentukan dalam periode waktu yang ditentukan dalam lingkungan pemasaran yang ditentukan di bawah program pemasaran yang ditentukan. Permintaan perusahaan adalah perkiraan pangsa permintaan pasar perusahaan pada tingkat alternatif upaya pemasaran perusahaan dalam periode waktu tertentu. Permintaan pasar yang sesuai dengan tingkat aktual pengeluaran pemasaran industri disebut perkiraan pasar. Perkiraan penjualan perusahaan adalah tingkat penjualan perusahaan yang diharapkan berdasarkan rencana pemasaran yang dipilih dan lingkungan pemasaran yang diasumsikan. Total potensi pasar terdiri dari penjualan maksimum yang tersedia untuk semua perusahaan dalam suatu industri selama periode tertentu, di bawah tingkat upaya pemasaran industri tertentu, dan di bawah kondisi lingkungan yang masih ada. Potensi penjualan perusahaan adalah batas penjualan yang didekati oleh permintaan perusahaan karena upaya pemasaran perusahaan meningkat relatif terhadap pesaing. MERAMALAKAN PERMINTAAN PASAR Di sebagian besar pasar, peramalan yang baik adalah faktor kunci dalam kesuksesan. Perusahaan biasanya menyiapkan perkiraan ekonomi makro terlebih dahulu, diikuti oleh perkiraan industri, diikuti oleh perkiraan penjualan perusahaan. Prakiraan makroekonomi memproyeksikan inflasi, pengangguran, suku bunga, belanja konsumen, investasi bisnis, pengeluaran pemerintah, ekspor bersih, dan variabel lainnya. Hasil akhirnya adalah perkiraan produk. MENGUKUR PRODUKTIVITAS PEMASARAN riset pemasaran harus menilai efisiensi dan efektivitas kegiatan pemasaran. Dua pendekatan komplementer untuk mengukur produktivitas pemasaran adalah (1) metrik pemasaran untuk menilai efek pemasaran dan (2) pemodelan bauran pemasaran untuk memperkirakan METRIK PEMASARAN Metrik pemasaran adalah serangkaian tindakan yang membantu pemasar mengukur, membandingkan, dan menafsirkan kinerja mereka. metrik online sepert: (1) Analisis situs web merinci navigasi situs, dan interaksi online. (2) Kehadiran media sosial menunjukkan respons

w 30 demografis dan geografis terhadap saluran media sosial di berbagai pasar. (3) Statistik pemasaran izin mengukur interaksi dan keterlibatan dengan konsumen dari email otomatis. Perusahaan juga dapat memantau serangkaian metrik internal yang luas, seperti inovasi. Misalnya, melacak proporsi penjualan yang dihasilkan dari inovasi terbarunya. PEMODELAN BAURAN PEMASARAN Model bauran pemasaran menganalisis data dari berbagai sumber seperti data pemindai pengecer, data pengiriman perusahaan, serta data harga, media, dan pengeluaran promosi, untuk memahami lebih tepat efek dari kegiatan pemasaran tertentu. III. KESIMPULAN Riset pemasaran adalah tentang menghasilkan wawasan. Wawasan pemasaran memberikan informasi diagnostik tentang bagaimana dan mengapa kami mengamati efek tertentu di pasar dan apa artinya bagi pemasar. Riset pemasaran yang baik ditandai dengan metode ilmiah, kreativitas, beberapa metode penelitian, pembuatan model yang akurat, analisis biaya-manfaat, skeptisisme yang sehat, dan fokus etis. Proses riset pemasaran terdiri dari mendefinisikan masalah, mengembangkan rencana penelitian, mengumpulkan informasi, menganalisis informasi, dan membuat keputusan. Dalam melakukan penelitian, perusahaan harus memutuskan apakah akan mengumpulkan data sendiri (primer) atau menggunakan data yang sudah ada (data sekunder). Mereka juga harus memilih pendekatan penelitian (observasional, kelompok fokus, survei, atau perilaku) dan instrumen penelitian (kuesioner, ukuran kualitatif, atau perangkat teknologi). Selain itu, mereka harus memutuskan rencana pengambilan sampel, metode kontak (online, secara langsung, surat atau email, atau telepon), dan strategi penambangan data. Untuk memperkirakan permintaan saat ini, perusahaan perlu menentukan ukuran, pertumbuhan, dan potensi keuntungan dari setiap peluang pasar. Untuk memperkirakan permintaan di masa depan, Riset pemasaran harus menilai efisiensi dan efektivitas kegiatan pemasaran. Dua pendekatan komplementer untuk mengukur produktivitas pemasaran adalah (1) metrik pemasaran untuk menilai efek pemasaran dan (2) pemodelan bauran pemasaran untuk memperkirakan hubungan sebab akibat dan mengukur bagaimana aktivitas pemasaran mempengaruhi hasil. Wawasan yang diperoleh dari dua pendekatan ini harus disebarluaskan dalam organisasi. Dasbor pemasaran menyediakan semua informasi terkini yang diperlukan untuk menjalankan operasi bisnis bagi perusahaan — seperti penjualan aktual versus perkiraan, efektivitas saluran distribusi, evolusi ekuitas merek, dan pengembangan sumber daya manusia. Masukan perusahaan ke dasbor pemasaran harus mencakup dua kartu skor utama berbasis pasar yang mencerminkan kinerja dan memberikan sinyal peringatan dini yang mungkin. IV. DAFTAR PUSAKA

w 31 Philip kotler, kevin lane keller, alexander chernev. MARKETING MANAGEMENT : Conducting Marketing Research. Published by pearson education 2022. Bhirawa, W. T. (2020). Proses Pengolahan Data Dari Model Persamaan Regresi Dengan Menggunakan Statistical Product and Service Solution (SPSS). Statistika. Buton, P., Nur, A. W., Putri, S. N., Mutahirah, N., Manajemen, P. S., Islam, U., & Alauddin, N. (2019). Pengaruh strategi pemasaran terhadap minat beli konsumen. Manajemen Pemasaran, 1. Hanum, F. (2014). PERAN DAN FUNGSI BAHASA INDONESIA DALAM MANAJEMEN PEMASARAN. ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN), 1(1). https://doi.org/10.36987/ecobi.v1i1.1397 Hendri, J. (2009). Riset Pemasaran. Universitas Gunadarma. Karwini, N. K., Nurani, N. N., & Switari, N. N. N. (2021). Pengaruh Customer Relationship Marketing Dan Brand Image Terhadap Kepuasan Anggota Koperasi Sri Parta Kencana Desa Kutuh …. Prosiding. Nurochim, S., As’ad, N. R., & Rukmana, A. N. (2021). Perancangan Produk Waistbag dengan Menggunakan Metode Quality Function Deployment (QFD). Jurnal Riset Teknik Industri, 1(1). https://doi.org/10.29313/jrti.v1i1.91 Putra, C. A. (2017). Pemanfaatan Teknologi Gadget Sebagai Media Pembelajaran. Bitnet: Jurnal Pendidikan Teknologi Informasi, 2(2). https://doi.org/10.33084/bitnet.v2i2.752 Putri, D. K., Hidayat, W., & Widayanto, W. (2023). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Sepeda Motor Honda Beat pada PT Astra Motor Center Pati. Jurnal Ilmu Administrasi Bisnis, 12(2). Ratnasari, D. (2021). Strategi Personal Branding Komposer Musik di Media Sosial (Studi Kasus Personal Branding Alffy Rev di Instagram). Besaung : Jurnal Seni Desain Dan Budaya, 6(2). https://doi.org/10.36982/jsdb.v6i2.1716 Rofiki, M., & Muhimmah, K. (2021). Strategi Pemasaran Online Shop: Upaya Untuk Meningkatkan Volume Penjualan. Ekonomi Dan Bisnis, 3(1). Saputra, D. (2016). Peran Internet Sebagai Pendukung Competitive Intelligence Dalam Pengambilan Keputusan Strategis Perusahaan Menghadapi Persaingan. Jurnal Bangkit Indonesia, 5(2). https://doi.org/10.52771/bangkitindonesia.v5i2.68 Suryanda, A., Rosariyantika, W., Komala, R., & Azrai, E. P. (2023). Urgensi Media Pembelajaran Audio Visual Berbasis Digital pada Pembelajaran Ilmu Pengetahuan Alam di Sekolah. BIOEDUSCIENCE, 7(1). https://doi.org/10.22236/jbes/7110589

w 32 CHAPTER 6 Identifying Market Segments And Target Customers Recognizing Market Segments and Determining Customer Goals: The Key to Marketing Success AYMAN IBRAHIM WICAKSONO (202210160311317); FAISHAL NUR AZIZI (202210160311332); AMIR ABDUL AZIS (202210160311331) BACKGROUND In today's highly competitive business landscape, having a thorough grasp of the market and understanding customers' needs is crucial for a company's marketing strategy to succeed (Kumar et al., 2020). The ever-changing market and increasingly savvy consumers require companies to know market segments well and determine the right target customers (Han et al., 2020). An effective marketing strategy no longer relies solely on quality products or services, but also understands customer needs and preferences in depth (Howord & Putri, 2023). The importance of recognizing market segments lies in the company's ability to identify customer groups that share similar characteristics, so that they can devise more efficient and focused marketing strategies(Justavino-Castillo et al., 2023). At the same time, determining the right customer goals allows companies to allocate resources efficiently and deliver relevant marketing messages to the correct audience (“Supermarket Sales Prediction Using Regression,” 2021)

w 33 In this context, market research and customer analysis become important instruments that help companies recognize customer preferences, behaviors, and needs (Zhao, 2022). Through this approach, companies can identify market trends, anticipate changes in consumer behavior, and formulate marketing strategies that are responsive to those changes (Sampaio et al., 2022). Therefore, a deep understanding of how to recognize market segments and determine target customers is no longer an option, but rather a necessity for companies that want to remain competitive and sustainable in today's dynamic business environment. In order to achieve marketing success, companies need to dig deeper into this concept. This article aims to discuss current methodologies and approaches in recognizing market segments and determining customer goals. With an emphasis on marketing strategies based on in-depth market analysis, this article will provide valuable insights for business stakeholders, researchers, and marketing practitioners looking to improve the effectiveness of their marketing strategies in the face of evolving market demands. LITERATURE REVIEW AND DISCUSSION 1. The essence of targeting Targeting is a core strategy in marketing, enabling businesses to focus and interact with responsive market segments (V. Singh et al., 2023; Zhang, 2023). This approach involves the careful identification of specific market groups likely to be interested in a company's products or services. Understanding the unique needs, preferences, and behaviors of these segments allows businesses to tailor their offerings, creating a relevant and captivating experience for the target audience. The primary benefit of targeting lies in its ability to bring precision to marketing efforts. Instead of using a generic approach, businesses can design messages and campaigns that are highly

w 34 personalized for the chosen audience. Through demographic, psychographic, or behavioral segmentation, targeting enables companies to deliver messages that directly address the specific concerns and desires of their audience, building a sense of connection and understanding (Modi & Patel, 2013) Targeting significantly impacts resource allocation by allowing businesses to optimize their use of time, money, and manpower (Cataldo & Mastrorocco, 2022; Kanu et al., 2014). Rather than spreading resources thinly across a wide audience, companies can invest in in-depth research and high-quality marketing initiatives specific to the identified segments. This focused approach ensures efficient resource utilization, maximizes the impact of marketing campaigns, and ultimately results in a higher return on investment. Effective targeting not only attracts new customers but also plays a vital role in building longterm customer loyalty (Lee, 2023). When individuals feel that a company understands their needs, they are more likely to become repeat customers. By consistently providing products and services that align with these preferences, businesses can build trust and loyalty. This customer loyalty translates into repeat sales and encourages customers to become brand advocates, spreading positive information and attracting potential new customers. Furthermore, targeting allows businesses to quickly adapt to changing market dynamics (Hatch & Zweig, 2001). Consumer preferences and market trends are continually evolving, requiring businesses to remain agile. Through targeted strategies, companies can analyze the changing needs of their audience and adjust their offerings and messages accordingly. This flexibility ensures that the company stays relevant, positioning itself as a responsive and customerfocused entity in the market. 2. The key principles of strategic targeting The key principles of strategic targeting refer to the fundamental guidelines and systematic approach employed in marketing strategies to identify, select, and engage specific target customer segments (Horan, 2022; Kamarulzaman et al., 2023). These principles involve market segmentation, where the market is divided into distinct groups based on characteristics such as

w 35 demographics, behavior, or preferences. Following segmentation, companies carefully select target markets that align with their business objectives, evaluating factors like market potential and profitability. Understanding customers within these segments is crucial (He et al., 2022). Deep customer research enables companies to tailor their products, services, and marketing messages to meet the unique needs and preferences of the selected segments (Guvendiren et al., 2014). Establishing a unique market position and a compelling value proposition is essential, ensuring that the company stands out from competitors within the chosen segments. Effective communication strategies play a pivotal role (Krishnakumar et al., 2021). Crafting personalized messages and choosing appropriate communication channels ensures that marketing messages resonate with the specific target audience. Additionally, continuous monitoring and adaptation are integral, requiring ongoing evaluation of campaign performance and market feedback. By adhering to these principles, businesses can optimize their marketing efforts, create meaningful connections with their audience, and achieve sustained success in their targeted markets. 3. How to effectively communicate and deliver offerings to target. Effectively communicating and delivering offerings to a specific audience is a complex process that demands a deep understanding of the customers involved. It starts with thorough market research, enabling businesses to comprehend the demographic details, preferences, and behaviors of their target audience. Armed with this knowledge, crafting a persuasive value proposition that clearly outlines how the products or services address the unique challenges faced by the customers becomes crucial (Russo et al., 2022). Personalized messaging is pivotal in this process. Tailoring the language and content to match the emotions, interests, and vocabulary of the target demographic creates a powerful connection. Choosing suitable communication channels, such as social media platforms, emails, or traditional methods, is equally vital to ensure the messages are seen and heard.

w 36 Visual content and storytelling add depth to communication efforts. Employing videos, images, and compelling narratives helps convey messages in a memorable way. Exceptional customer service further enhances the communication process. Providing timely and helpful support creates positive customer experiences, leading to customer loyalty and positive recommendations. Additionally, feedback from customers is invaluable. Actively encouraging and listening to their feedback allows businesses to refine their offerings and communication strategies. Regularly monitoring and analyzing the outcomes of communication efforts using data and insights aids in adapting approaches as necessary. By engaging with the audience, understanding their needs, and adjusting communication methods based on feedback, businesses can effectively deliver offerings that resonate with their target market, establishing strong and enduring relationships with their customers. 4. How to develop strategies to target multiple market segments Developing strategies to reach various market segments is a intricate and well-thought-out process (Kumar & Bhalla, 2021). The initial step involves gaining a thorough understanding of the unique characteristics and preferences of each segment (DURGA et al., 2023). Deep market research is essential to collect crucial data about consumer behaviors, preferences, and relevant trends (da S. Rabelo et al., 2018). After obtaining these insights, it becomes necessary to prioritize market segments based on their growth potential, profitability, and alignment with the company's broader business goals (Urban, 2022). Personalized marketing messages are central to this method. Every segment requires a specifically tailored marketing approach, including messages and values crafted to directly address the distinct needs and desires of that segment. Additionally, adjustments to products or services are vital. By comprehending what sets each segment apart, businesses can develop offerings that deliver targeted value (Giourka et al., 2021). Furthermore, distribution strategies and pricing must be adapted to match the preferences and financial capacities of each segment (Jullien et al., 2023). Continual monitoring and adaptability are essential elements for success in this approach (Gale et al., 2022). Companies must actively observe the performance of each segment, collect customer feedback, and respond promptly to dynamic market shifts. Being flexible in

w 37 modifying marketing strategies and tactics based on market responses is crucial for long-term success. Through a focused and adaptable approach catering to diverse market needs, businesses can achieve high customer satisfaction and establish a robust market presence in each targeted segment. 5. How to segment consumer markets Market segmentation is the process of categorizing consumers into distinct groups based on various factors such as demographics, psychographics, behavioral patterns, and geographic location (Regmi et al., 2022). This method allows businesses to gain deeper insights into their customers, enabling the creation of targeted marketing campaigns that resonate with specific audience segments. There are several types of market segmentation, including demographic segmentation based on age, gender, income, and education; psychographic segmentation based on lifestyle, interests, and values; behavioral segmentation based on purchasing behavior, brand loyalty, and product usage; and geographic segmentation based on location and climate (Akkaya, 2021; Phan et al., 2019). By analyzing these factors, businesses can identify key segments within their target market. To effectively segment consumer markets, businesses must collect relevant data through surveys, interviews, social media analytics, and sales records (Aji & Ilyas, 2023; Revella, 2015). Analyzing this data helps in identifying patterns and preferences among different customer groups. Advanced tools and technologies, such as data mining and machine learning algorithms, can assist in processing vast amounts of data to extract meaningful insights. Once the data is collected and analyzed, businesses can identify the most profitable and responsive market segments. These segments should be substantial enough to justify marketing efforts and distinguishable in terms of their needs and preferences. Developing detailed customer personas for each segment can provide a comprehensive understanding of their behaviors and motivations. With identified target segments and detailed customer personas (Kraft & Goodell, 1993), businesses can customize their marketing strategies. This customization may involve product adaptation to meet specific segment needs, personalized advertising messages, and choosing

w 38 appropriate distribution channels favored by the target audience. Pricing strategies can also be adjusted based on each segment’s willingness to pay. After implementing segmented marketing strategies, continuous monitoring is essential. Businesses should track the performance of campaigns, sales data, and customer feedback. Feedback loops, including surveys and social media interactions, provide valuable insights into customer satisfaction and preferences, enabling businesses to adapt their strategies accordingly. Based on the feedback and performance data, businesses should be willing to adapt and refine their segmentation strategies. Consumer preferences and market dynamics change over time, requiring companies to stay agile. By staying updated with market trends and consumer behavior, businesses can make necessary adjustments to their segmentation approaches. 6. How to segment business markets Segmenting business markets is a strategic process that involves dividing the overall market into distinct groups of businesses with similar characteristics, needs, and behaviors (Wang et al., 2023). Unlike consumer markets, business markets are often segmented based on different criteria that reflect the unique requirements of businesses (Garner, 2022). One common approach to segmenting business markets is demographic segmentation, which involves categorizing businesses based on industry type, company size, location, and revenue (Chevhanova & Vasiuta, 2021). For example, software companies might target businesses in the healthcare industry, specifically focusing on medium-sized hospitals. Another crucial factor in business market segmentation is behavioral segmentation, where businesses are grouped according to their purchasing patterns, brand loyalty, and product usage (J. Singh et al., 2023). Understanding how frequently businesses make purchases, their loyalty to suppliers, and the specific features they require allows suppliers to tailor their offerings effectively. Moreover, geographic segmentation is often employed, especially in global markets, where businesses' location plays a significant role in their needs and preferences (Kotaridis & Lazaridou, 2022). For instance, companies providing agricultural equipment might segment their market differently for businesses in North America, where large-scale farming is prevalent, compared to businesses in Southeast Asia, where small-scale farming is more common (Altalb & Al-Jubury, 2021). Psychographic segmentation is also relevant in business markets, focusing on the values, attitudes, and goals of businesses. This approach is particularly

w 39 useful in industries such as sustainable energy, where companies aim to target businesses with environmentally conscious values (Sethuraman et al., 2023). Additionally, firmographic segmentation, a subset of demographic segmentation, involves characteristics specific to the business itself (Tam et al., 2021). This includes factors like company revenue, number of employees, years in business, and ownership type (public, private, family-owned). For instance, a financial consultancy might focus on offering services tailored to medium-sized, family-owned manufacturing businesses due to their unique financial challenges. Furthermore, relationship-based segmentation is vital in business markets, recognizing that the nature and depth of relationships between suppliers and businesses can significantly impact purchasing decisions (Krishna et al., 2022). Businesses might be segmented based on their level of engagement and partnership with the supplier, ranging from one-time buyers to longterm strategic partners (Comyns et al., 2022). CONCLUSION In conclusion, effective targeting is the cornerstone of successful marketing strategies, enabling businesses to connect with specific market segments and create meaningful relationships with their customers. By understanding the unique needs, preferences, and behaviors of their audience, businesses can tailor their products, services, and communication strategies, leading to increased customer loyalty and positive brand advocacy. Key principles of strategic targeting involve thorough market segmentation, prioritization of target markets, deep customer research, crafting compelling value propositions, personalized communication, and continuous monitoring and adaptation. By adhering to these principles, businesses can optimize their marketing efforts and achieve sustained success in their targeted markets. Segmenting consumer markets involves categorizing customers based on demographics, psychographics, behavior, and geography. Thorough data collection, analysis, and customization of marketing strategies are essential for effective consumer market segmentation. Similarly, segmenting business markets involves understanding the unique

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w 45 Zhang, M. (2023). Consumer behavior analysis based on Internet of Things platform and the development of precision marketing strategy for fresh food e-commerce. PeerJ Computer Science, 9. https://doi.org/10.7717/peerj-cs.1531 Zhao, X. (2022). Customer Orientation: A Literature Review Based on Bibliometric Analysis. SAGE Open, 12(1). https://doi.org/10.1177/21582440221079804 PART 4 Designing Value CHAPTER 9 (Designing and Managing Service) SERVICE EXCELLENCE: DESIGNING, DELIVERING, AND MANAGING EXCEPTIONAL CUSTOMER EXPERIENCES Firda Sholehatus Syari’ah (202210160311316) ; Chelia Amanda (202210160311326) ; Yesinta Aprilia (202210160311335) BACKGROUND In these ever-changing times, customer service has evolved into an important aspect of the business world (Agarwal & Dhingra, 2023). Advances in technology and increasingly advanced connectivity have changed the way customers interact with businesses. Today, customers can access information about products and services faster, easier, and have more choices (Rani, 2022). Therefore, companies must understand that attracting and retaining customers is not an easy task.

w 46 Designing, delivering, and managing exceptional customer experiences is a critical step to succeed in an increasingly competitive environment (Ansah et al., 2020). First, designing a superior service requires a deep understanding of customer needs and expectations (Nurida Finahari & Alfiana, 2020). This includes identifying customer touchpoints, analyzing the customer journey, and ensuring that the product or service provided meets customer wants and needs (Purcărea, 2019). However, design alone is not enough, providing full service is the next step (Jimenez et al., 2021). Businesses must have efficient processes, a well-trained team, and supporting technology to ensure that services can be delivered with consistently high quality (Courey, 2020). It is important that customers evaluate not only the product or service itself, but also the way the service is delivered (Russo et al., 2022). Ongoing management of customer experience also plays a very important role (Lemon & Verhoef, 2016). This involves measuring performance, gathering customer feedback, and adapting to changing customer needs (Witell et al., 2020). Organizations that achieve this typically have higher customer satisfaction, better customer retention, and stronger loyalty. In addition, recent research shows that companies that can provide a great customer experience tend to have a significant impact on the business (Rahardja et al., 2021). This helps to grow revenue higher and have a greater opportunity to gain market share. Satisfied customers tend to be more loyal, more likely to give positive recommendations, and can make a significant contribution to business growth. In a fast-paced and highly competitive business world, a deep understanding of how to achieve service excellence in designing, delivering and managing exceptional customer experiences is key to success (Pascual-Fernández et al., 2023). Companies that invest in innovation, training, and continuous development have a great opportunity to make a difference and achieve Long-term success. LITERATURE REVIEW AND DISCUSSION 1. Define the distinctive characteristics of services

w 47 The distinctive characteristics of services distinguish them from physical goods . First, services are intangible, meaning they have no physical form that can be seen, touched, or held (Mandal, 2023). This lack of tangibility makes it difficult to evaluate service quality before use (Koner et al., 2022). Second, services are often produced and consumed simultaneously, consumers often participate directly in the service provision process (Kolomytseva & Vasilchenko, 2022). Third, services are perishable, meaning they cannot be stored or inventoried for future use. Unsold service capacity at any given time is a lost opportunity (Bae et al., 2022). Fourth, heterogeneity (variability) is the general characteristic of a service, the quality of which is influenced by various factors, such as employee skills and customer mood (Naini et al., 2022). Fifth, simultaneity creates real-time interaction between service providers and customers, so that feedback can be obtained immediately (Bähr, 2022). Additionally, customer engagement, perceived quality, customization, and the concept of non-existent ownership are central elements in the nature of services, making them a unique and dynamic economic sector. Understanding these characteristics is important for businesses to market, manage and deliver services effectively in order to meet customer expectations and create value (Rau et al., 2017). 2. Explain the new realities that service firms face Service businesses face a rapidly changing landscape with many new challenges (Growe, 2019). Digital transformation has reshaped service delivery and customer expectations, requiring a shift to digital technology and personalized experiences (Berawi et al., 2020). Concerns about privacy and data security are paramount, as businesses face complex regulations to protect customer information (Yankson, 2022). The rise of remote work requires innovative approaches to team collaboration and employee engagement (Sabine Becker, 2021). Sustainability and environmental responsibility are non-negotiable factors, requiring service providers to adopt environmentally friendly practices (Teruel-Serrano & Vinals, 2020). Faced with global competition and ever-evolving regulations, service businesses must remain agile, while

w 48 addressing health and safety concerns and adapting to disruptions. technology segment (Muzira & Lawrence, 2019). These dynamic challenges highlight the need for adaptability and forward-thinking strategies to thrive in the modern services sector (Maltas & Wood, 2021). 3. Identify the key strategies to achieve service excellence Achieving service excellence is a multifaceted effort that requires a strategic approach for service industry businesses (Magd & Karyamsetty, 2020). Key strategies include promoting a customer-centric culture across the organization, investing in comprehensive employee training and development programs, and actively engaging and motivating employees (Kumar, 2023). Clear service standards, along with empowering frontline staff to make autonomous decisions, are the foundation. Integrating technology, gathering regular feedback, and personalizing the service experience all contribute to service excellence (Chen et al., 2021). Maintaining consistency across all customer touchpoints and communicating effectively is essential (Putra et al., 2023). Quality assurance, benchmarking, continuous improvement and effective problem solving must be at the heart of service delivery (Klinck et al., 2023). These strategies, when executed diligently, create the foundation for delivering exceptional service, building strong customer relationships, and ensuring competitive advantage in today's service-driven landscape (Jhamb et al., 2022). 4. Explain how service firms can manage quality effectively Effective quality management is a multifaceted effort for service businesses, involving a combination of structured strategies and a dedicated commitment to excellence (Petaković, 2023). This starts with establishing clear, measurable quality standards that align with customer expectations (O’Cass & Ngo, 2011). Implementing a robust quality management system “QMS” provides a framework for monitoring and improving quality. Employees play a central role, requiring ongoing training and development programs that include both technical and soft skills important in customer interactions (Mandal, 2023).

w 49 Employee involvement and commitment are essential because they provide valuable insight into the quality management process (Pham et al., 2020). Regular monitoring, evaluation, and benchmarking against industry best practices ensure that the service quality remains competitive (Sugiyama et al., 2022). Moreover, collecting and acting on customer feedback and implementing effective complaint handling processes contribute to continuous improvement (Liu et al., 2021). Service firms also benefit from process optimization, employee empowerment, and the integration of technology for efficiency and accuracy (Bris et al., 2021). Through a commitment to quality and the establishment of service recovery plans, these organizations can deliver consistently high-quality service, fostering trust and loyalty among customers (Rodríguez-Fernández et al., 2021). CONCLUSION The main characteristics of services, such as intangibility, simultaneity of production and consumption, perishability, heterogeneity, as well as real-time interaction between service providers and customers, differentiate them from physical goods. A good understanding of these characteristics is important for businesses to market, manage and provide services effectively to meet customer expectations and create added value. Services are considered a unique and dynamic economic sector, where elements such as customer engagement, perceived quality, personalization, and the concept of intangible ownership play a key role in a successful service experience. Service companies face new challenges, including digital transformation, data privacy, remote work, sustainability, global competition and changing regulations. In the face of this, adaptability and innovative strategies are key to success in a dynamic service environment. Achieving excellence in service requires customer-oriented strategies, employee training, and the use of technology. By maintaining consistency, customer feedback, and continuous improvement, companies can build strong relationships with customers and remain competitive in the services market.

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