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