Peranan Analisis Biaya Pemasaran dalam Menentukan Profitabilitas Customer

Arum, Rindy Mutiara (0651383) (2009) Peranan Analisis Biaya Pemasaran dalam Menentukan Profitabilitas Customer. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Product marketing activities by the company to achieve sales targets that have been planned, often companies do marketing activities that focus on results and not notice the cost so that the decline in profitability arising. Analysis of marketing costs is a management tool in evaluating the marketing costs the company incurred. Since company X has a lot of customers by sales value and order frequency varying profitability providing different too, the writer doing research on the profitability of each customer acquired. The purpose of this research to assist management in assessing the customer's benefit or hurt the company. Results of the study authors indicate that company X has not done an analysis of marketing costs. This is because the company has not classified into the marketing costs of marketing functions, the company only payment rate based on the customer's receivables from customers each course, there are several other factors that cause some customers are unable to provide the optimal profits for the company. The author recommends that companies classify X marketing costs in the marketing functions in order to perform analysis of marketing costs, to increase the sales value of its customers, company X could make efforts to increase its promotional activities, such as offering to its customers in the form of discount sales for each invoice that reaches the limit set by the company, and others.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: analysis of marketing costs, customer profitability
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Faculty of Economics > 51 Accounting Department
Depositing User: Perpustakaan Maranatha
Date Deposited: 05 Jun 2015 10:55
Last Modified: 05 Jun 2015 10:55
URI: http://repository.maranatha.edu/id/eprint/12925

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