KEUNGGULAN PRODUK BERBASIS KOMPETENSI PENGETAHUAN PASAR DALAM MENINGKATKAN KINERJA PEMASARAN

(STUDI KASUS PADA KELOMPOK PENGRAJIN KRUPUK RAMBAK DESA PENANGGULAN, PEGANDON, KENDAL 2019)

Abstract

ABSTRACT
This study focus on how the company need to know about the market expectation before the
product was launched esspecially in Kelompok Pengrajin Krupuk Rambak Desa Penanggulan,
Pegandon, Kendal in 2019. 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 1000 customers of Kelompok Pengrajin
Krupuk Rambak Desa Penanggulan, Pegandon, Kendal, and the samples of this study were 100
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.
Keywords : marketing knowledge competences, competitive advantages, marketing
performance.