Tesis

Strategi Bauran Pemasaran Produk Letter Of Credit Untuk Pertumbuhan Pendapatan Pada PT. BNI Tbk. Divisi Internasional

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Author by this study gives an overview of the marketing mix strategy letter of credit products that provide fee-based income growth (income-based revenue) in the International Division of PT Bank Negara Indonesia (Persero) Tbk, based on the background of the development of trade finance business which became BNI opportunities for increase transaction growth. By meeting the needs of business customers' ever-changing rapidly in the form of innovative products and more varied by using an approach based strategy 4P marketing mix (product, price, place, promotion).
Through this research can be illustrated more clearly and thoroughly that the bank
has had a marketing mix strategy Letter of Credit which are adjusted according customer segmentation and product positioning to focus the direction in marketing the product.
Therefore, based on the qualitative research approach by the author after
doing research procedure to generate the descriptive data, the authors obtain the result that the BNI increased fee-based revenue growth (fee based income). However, improvements are still needed to diversify segmentation to medium and small segments, so that the marketing of products grown. Final word in his research the author uses only one variable, described, explained, and interpret the data, for example on the situation experienced, a relationship, activity, or an ongoing process, a tendency which descry and so on. The resulting descriptive research related transaction revenue growth through the excavation of meaning, a situation that supports the achievement of the implementation of the marketing strategy, which is associated with a policy that has been done or is in progress systematically, to the achievement of this research.

Keywords: Marketing Mix, Product Letter Of Credit, FeeBasedIncome Growth.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

121 TMEP 2014

Penerbit

Jakarta : STIA LAN Jakarta., 2014

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

13.E.006

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Tesis 2014

Info Detail Spesifik

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Pernyataan Tanggungjawab

HENRY MP ARITONANG

Versi lain/terkait

Lampiran Berkas

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