PENDEKATAN EFISIENSI PEMASARAN
Untuk mengukur market performance (penampilan pasar)
Zainal Abidin, S.Pi, MP, M.BA
PERTEMUAN ke-4.Lanjutan Bab 2. Beberapa
pendekatan untuk menganalisis permasalahan
dalam pemasaran
I. Marketing Margin
Contoh Menghitung Marketing Margin, etc:
=(7297/11841.667)*100
Marketing Margin merupakan Marketing Cost + ProfitSehingga, Jika marketing Margin = 38,376; Marketing cost Share = 6,178; maka Profit share = 38,376 – 6,178= 32,198
Marketing Cost Share = (marketing cost /retail price) x 100
The Effect of Marketing Cost on Selling Price
Margin Price
II. Marketing Efficiency Analysis1. The Sherpherd’s formular for marketing efficiency is given as:
2. The Sherpherd’-Futrel method for marketing efficiency is given as:
The influence of socio-economic factors on catfish marketing income
• The multiple regression model employed to examine the influence of socio-economic factors on catfish marketing income was implicitly defined as:
Marketing Income (MKI) = f (GEN + AGE + MAS +EDU + EXP + ACC + COM + HOS)
Where:GEN = marketers’ gender (Dummy: male=1; female=0)AGE = marketers ’age in yearsMAS = marketers’ marital status (Dummy: married=1; otherwise=0)EDU = marketers’ education (years of schooling obtained).EXP = marketers’ experience (years already spent in the business)ACC = access to credit (Dummy: accessed credit=1; otherwise=0)COM = cost of maketing in Naira (N) (note: $1= N145)HOS = household size (number of persons in the household).
A case study:
Vertical Cooperation and marketing efficiency in the aquacultureproducts marketing chain: a
national perspective from Vietnam
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