MENGUKUR KINERJA PEMASARAN: KAJIAN KONSEPTUAL PERKEMBANGAN TEORI
ABSTRACT: This paper aims to
examine some overview the development of the marketing performance concept
and seeks to
develop a comprehensive
model for measuring marketing performance.
Marketing performance was
initially measured in
terms of 'efficiency' and
sometimes referred to
'productivity' is calculated
by comparing the cost of marketing input to output on the
level of sales. This indicator measures how efficient of
marketing programs in the company
based on financial
measurements. But we realize
that the performance-based marketing
with financial indicators turned out
to contain a
lot of weaknesses,
including short-term perspective,
it can give rise
to organizational conflicts
of interest between
the company and
its employees, and in the long term consciously or not, can obscure the
achievement of the vision and
mission including company
philosophy. Furthermore, in
the 1990s, many scholars
developed a set of indicators
to measure marketing
performance, including
customer satisfaction and
customer loyalty. Both
indicators is more relevant for measuring marketing
performance today that allow improvement quality encourage and products value,
service quality and customer relationship techniques. Even indicators that can
not be measured by monetary value be recognized and not ignored by
the company. The
next concept that
developed was the
marketing performance
measurement indicators of
brand equity, which
measures how powerfull brand to
attract consumers in choosing a product. With the success of this indicator can
be seen positioning
and differentiation are
expected by the
company toward market to establish the value of the firm.
Developing conceptual model
of marketing performance
in this paper
is focused on the
discussion of marketing
performance indicators developed
by the scholars’ disagreements
over the concepts that are presented, and finally arranged a model that
describes the comprehensive marketing performance indicators. Current
concepts in the
journal which is
used as the
main reference in
this paper on marketing
performance measurement as
described above in
principle emphasizes on the
development of non-financial
indicators consisting of
market share, customer satisfaction,
loyalty or customer
retention, brand equity,
and innovation in the
development can affect
the improvement of
corporate value (the value of the firm) as a financial
indicator. It is proposed to review the entry point is the development of
non-financial measures will affect the value of the company.
Penulis: Ahmad Yahya Surya
Winata
Kode Jurnal: jpakuntansidd1000185
