kerja kursus pengajian perniagaan kertas 4 (946-1
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7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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MOHAMAD AMIN BIN MOHAMAD KHAIRUL SAHIMI
PRA UA2
KERJA KURSUS PENGAJIAN PERNIA
KERTAS 4 (946/4)
SYARIKAT KLEZCAR TRAVEL & TOURS
SDN BHD
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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KAJIAN TENTANG CAMPURAN PEMASARAN YANG
DILAKSANAKAN OLEH SYARIKAT KLEZCAR, JALAN PJS 3TAMAN SRI MANJA, PETALING JAYA
KUALA LUMPUR.
TAJUK
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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1) Mengenal pasti klasifikasi pro!k "ang ig!nakan ole# s"arikat K&ra'el ( &o!rs Sn B# kepaa pengg!na
OBJEKTIF KAJIAN
2) Mengenal pasti sal!ran agi#an pro!k "ang i*!at ole# s"arika
&ra'el ( &o!rs Sn B# ala+ pasaran
,) Mengenal pasti kaea# %a+p!ran pro+osi "ang ig!nakan olKLe$%ar &ra'el ( &o!rs Sn B# !nt!k +e+asarkan pro!k +epengg!na
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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MAKSUD UMUMCAMPURAN PEMASARAN
• Camp!a" p#ma$a!a" m#!pa%a"
%&m'("a$( "$!)"$! '#!(%* (a(*p!&+%, p#"#+a!a" +a" p#"a(-a",
p#"#*apa" -a!a +a" p!&m&$(. S#*(ap"$! a%a" +(p#!("(%a" +#"a" #'(-
#"%ap +( +aam '#'#!apa 'a' 0a"a%a" +a*a". 1aa 'aa(ma"ap",
p#! +(*#%a"%a" +( $("( 'a-a2aa+aa- p#"*(" "*% $#*(ap $0a!(%a*
m#ma$*(%%a" '#!a%"0a $a*amp!a" p#ma$a!a" 0a" $#mp!"a
a*a -amp(! $#mp!"a.
Kle$%ar aala# sat! -ena+a se*!a# perse.a "ang terkenal i K!ala L!+p!r+e+p!n"ai /0 %a.angan ala+ ne
Mala"sia Ia +en"eiakan se*an"ak 1"ang teriri aripaa kereta se.a *a-et se.a +e.a# an +otosikal se.a *erk!a
Harle" Da'ison !nt!k pengg!naan #ase%ara *!lanan S"arikat ini -!ga +en"
kereta se.a pel*agai -enis se*agai %oko+pak4 sean4 +p' an 5pi%k!p 'an6 P
*ole# i%apai +elal!i no+*or #otline
1,00 Dengan *erpegang paa taDrea+ing8 Rent It64 Kle$%ar +en-an
perk#i+atan kereta se.a "ang ter*pelanggan9pelanggan kereta se.a i iniSeta#!n&ransaksi pen-!alan keret
i%atatkan paa ta#!n 210 aala# se*an
PENGENALAN
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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S0a!(%a* K#a! T!a# 5 T&!$ S+" B-+ m#!pa%a" $0a!(%a*
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LATAR BELAKANG
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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M;NDAPA&KAN DA&A
Ka7(a" P#!p$*a%aa"- Ka7(a" ("( +(a* +#"a"
m#""7"( p#!p$*a%aa"
'a( m#"+apa*%a" ma%ma**#"*a" %a7(a" 0a" ("("+(7aa"%a"
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KA;DAH KA:IAN
M;N<UMPUL DA&A
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$0a!(%a* ("+%.
M;N<AM;MP;
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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S0a!(%a* KL#a! T!a# 5 T&!$ S+" B-+ m#"a2a!
p#!%-(+ma*a" %#!#*a $#2a 0a" mamp m((% &
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m#2a- "*% +($#2a%a" %#pa+a $0a!(%a*)$0a!(%a* '#
+a" a-( %&!p&!a*.
DAPATAN KAJIAN
PRODUK
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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PRODUK
PRODUK PERKHIDMATAN
S0a!(%a* KL#a! T!a# 5 T&!$ S+" B-+ m#!pa%a" $0a!(%a* 0a" '#!a$a$%a"
S0a!(%a* %#!#*a $#2a ("( m#"a2a!%a" p#"0#2aa" %#pa+a &&"a" 0a" '
!#"+a- +#"a" %#!#*a 0a" '#!$*a"+a!+ !#"+a- $#-("aa- %#!#*a 0a" 7#"
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m#"0#2a %#!#*a m#2a- $#p#!*( BM1, Ap-a!+, :#;(!# +a" E$*(ma.
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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PRODUK
KLASIFIKASI PRODUK
P!&+% p#""a
P#a"a" $0a!(%a* KL#a! T!a# 5T&!$ S+" B-+ *#!+(!( +a!(pa+a p!&+%p#""a +a" p!&+% p#!("+$*!(a".
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"*% $#'a- $0a!(%a* 0a" '#m#"0#2a%a""0a.
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KUALI&I PRODUK
K#pa0aa" $#$a* p!&+% "*%
m#"7aa"%a" ;"$("0a +a" '#!+a0a$a(" +aam pa$a!a" $a$a!a".
S#'aa( &"*&-, S0a!(%a* KL#a!m#""a%a" %#!#*a 0a" 'a!.
K#'a"0a%a" %#!#*a $#2a $0a!(%a* ("(+(+a;*a!%a" pa+a *a-" >?@3 +a" %#
a*a$. K#a+aa" %#!#*a (* ma$(- a('a$.
R;KA B;N&UK PRODUK
R#%a '#"*% p!&+% $0a!(%a*(+a% *#!*mp pa+a %#!#*a $a
("( 7a m#"0#2a%a" m&*Ha0#0 Da(+$&". I"( +apa* m
p#a"a" *#*ap $0a!(%a*m#"a2a!%a" %#p#'aa(a"
+($#2a.
PRODUK
ATRIBUT PRODUK
KHIDMA& SOKON<AN
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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P;N:;NAMAAN
Konsep pen-ena+aan 7#"ama KL#a!+(%a*#&!(%a" $#'aa( Brand name
0a" $#'a-a(a" +a!(pa+a 7#"ama0a" '&#- +($#'* +a" m#"a"+"(
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KHIDMA& SOKON<AN
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+($#'a'%a" &#- p#""a $#'aa(m#"0#2a%a" %#!#*a m#!#%a $#am
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p!&$#$ *#m'a +(a%%a".
LINI PRODUK S#'a!($a" p!&+% 0a" #'(- %!a"
0a" '#!%a(*a" a"*a!a $a* $ama &#- $#$#'a- $0a!(%a* p#!"(aaa"
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P!&*&", P#!&+a, T&0&*a, +a" Ma$0a!(%a* K#a! a+a 7a m#mp!a
p!&+% pa+a p#!"(aaa""0a.S0a!(%*(+a% *#!*mp $a-a7a pa+a %#!#*
7a m&*&$(%a 0a" '#!%a$a *("Da(+$&".
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PeringkatPengenalan
• Pa+a p#!maa"p#!"(aaa" %#!#*a
$#2a $0a!(%a*KL#a! *(+a%
*#!a m#"+apa*$am'*a". K#*(%a
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%#!#*a $#2a ("('a! m#m'a*p#"7#"amaa".
P#""a *(+a%m#"#*a-(
7#"ama KL#a!(* a+aa- $0a!(%a*%#!#*a $#2a.
Peringkat Pert!+*!#an
• Pa+a p#!("%a* ("(,$0a!(%a* ("( ma
m#""7%%a" %#ma7a"apa'(a KL#a! *#a-
m#mp#!a$%a" 7#"ama$0a!(%a* m#!#%a %#
$#m'(a" "##!( +a"m#"+apa* $am'*a"
$#a(" +a!(pa+a $#m'(a""##!( 0a" *#a-
+(pa$a!%a" $#-("am#!#%a *(+a% +apa*
m#m#"-( %#-#"+a%p#""a +( "##!(*#!$#'*. S0a!(%a* ("(
m#"0a$a!%a" pa+a *a-">?@6 "*% m#m'%a
a2a"a" 'a-a! +($#*(ap "##!( (a(* $a*
Maa0$(a.
KITARAN HAYAT
PRODUK
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Peringkat Ke+atangan
• P#!("%a* %#ma*a"a"p!&+% ("( +((-a* +a!(
$#( p#!m("*aa" 0a"p#'aa( +a!(pa+ap#""a m#a( ama"
$#$a2a".P!&+% ("(*#a- a+a %#$#ma
"##!( +a" m#mp"0a(@?? a2a"a" +(
Maa0$(a. M#a( ama"$#$a2a" 0a" *#a-
+(27+%a", $0a!(%a* ("(+apa* m#"$*a'(%a"
7aa" p!&+% %#!#*a$#2a m#!#%a.
Peringkat Ke+erosotan
• P#!("%a* %#m#!&$&*a"
p!&+% %#!#*a $#2a ("(+apa* +((-a* apa'(a
*('a"0a 'a" Rama+-a"+a" a2a *a-". A"*a!a
;a%*&! %#m#!&$&*a" pa+a'a" Ram+-a" apa'(a
p#""a ("(" m#"0(mpa"+(* "*% p#!'#a"7aa"
-a!( !a0a 0a" m#m#!%a"%#2a"a" 0a" 'a"0a%.
Pa+a a2a *a-" pa,%#'(a$a""0a pa+a 'a"
Ja"a!( apa'(a (' 'apa("(" m#""a%a" +(*"*% m#m'#( %##"%apa"
+a" 0!a" p#!$#%&a-a"a"a%)a"a%.
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P#"a(-a" m#!7% %#pa+a a%*((*( &!a"($a$( m#"a(-
%#pa+a p#""a $a$a!a" m#a( p#""aa" $a!a"
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S"arikat Kle$%ar *an"ak +engik!ti strategi "ang tela# ole# s"arikat pener*angan "ang terkenal i Mala"sia iai
Airline
PENGEDARAN 5 PENGAGIHAN
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Ia a+aa- m#2a%(( K# a! "*% '#!!$a"
+#"a" p#a"a". M#!#%a *(+a% m#mp"0a( -a%%# a*a$ p!&+%. S#'aa( ("$#"*(; a*a$ $a-a 0a"
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*#!$ %#pa+a p#""a.
EJEN
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;:;NP;N:UAL
E7#" $0a!(%a* K#a! +('#!(
p((-a" "*% m#ma$a!%a"p!&+% (* +( $a* *#mpa*.
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Pro+osi aala# apa -!a !sa#a an teknik *erkesan "ang ireka *ent!
+en-!al pro!k Pro+osi aala# sat! *ent!k !sa#a pe+asar
+engko+!nikasikan +akl!+at tentang pro!kn"a kepaa pengg!na
kerana ia aala# sat! proses ko+!nikasi4 pro+osi "ang +eli*atkan el
ele+en ko+!nikasi seperti peng#antar an peneri+a "ang akan i#a
engan ke*isingan Usa#a pro+osi akan ilak!kan +elal!i %a+p!ran
"ang teriri aripaa pengiklanan4 pro+osi -!alan4 p!*lisiti per#!*!
a.a+ an -!alan *erse+!ka
PROMOSI
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P;N<IKLANAN9&erapat e+pat -enis pengiklanan9S"arikat Kle$%ar +engg!nakan pengiklananpengiklanan +e+*erita#!
K#'a"0a%a" p#"(%a"a" 0a" +('a* &#- S0am#""a%a" 'a""#! 0a" +(#*a%%a" +($#pa
(*, p#"(%a"a" +('a* m#a( ama" $&$(a
T2(**#!, +a" I"$*a!am. P#"(%a"a" 0a" +('m#m'#!(*a- 0a" 7#"ama KL#a! ("( m#!pm#"a2a!%a" p#!%-(+ma*a" %#!#*a $#2a.
CAMPURAN PROMOSI
PENGIKLANAN
PROMOSI JUALAN
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Ia aala# !sa#a !nt!k +engerakkan ata! +eningkatkan -!alan kel!aran +ener!si sal!ran agi#an engan %ara+e+*eri insentif kepaa -!r!-!al4 e-en n pengg!na=Darina#41>) Men!r!t <riffin an ;*ert =22)4 ia
aala# sat! !sa#a pro+osi -angka penek "ang i reka!nt!k +erangsang pe+*elian ole# pengg!na
K!pon• D("a%a" "*%
m#"7(ma*%a" $#'a-a(a"
p#!'#a"7aa" p#""am#a( %p&" -a!a($*(m#2a 'a( 'a!a"a"*#!p((-. S0a!(%a* KL#a!
*#a- m#"#a!%a"'a"0a% %p&" "*%
+('#!(%a" %#pa+a !#a!$*&m#! $#'a"0a% @?.
Potongan Harga?Diska!n
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PROMOSI JUALAN
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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PUBLISITI
7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1
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PERHUBUNGAN
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