KOMPETENSI PENGETAHUAN PASAR DALAM MENDUKUNG KEUNGGULAN PRODUK UNTUK MENINGKATKAN KINERJA PEMASARAN

STUDI KASUS PADA PT ANEKA GAS INDUSTRI SALES REGION JAWA TENGAH TAHUN 2015

Abstract

This study focus on how the company need to know about the market expectation before
the product was launched esspecially in PT Aneka Gas Industri Sales Region Jawa Tengah in
2015.The ability of the company to know the market was called the market knowledge
competence. Its concist of three major aspects such as customer knowledge competence,
competitor knowledge competence and the interface between R&D with marketing
department. The higher market knowledge competence was predicted can creates the higher
the competitive advantage in the market place. And as the result the competitive advantage
can increase the marketing performance, these was inluded sales volume, sales growth and
customers growth. Populations of this study were 100 customers of PT Aneka Gas Industri
Sales Region Jawa Tengah, and the samples of this study were 20 customers which devided
into 2 categories of monthly purchases amount. We expected this study could be applied in
the company in order to support policies and strategies in the marketing field mainly on
developing new products.