kerja kursus pengajian perniagaan kertas 4 (946-1

7/26/2019 Kerja Kursus Pengajian Perniagaan Kertas 4 (946-1

http://slidepdf.com/reader/full/kerja-kursus-pengajian-perniagaan-kertas-4-946-1 1/22

MOHAMAD AMIN BIN MOHAMAD KHAIRUL SAHIMI

PRA UA2

KERJA KURSUS PENGAJIAN PERNIA

KERTAS 4 (946/4)

SYARIKAT KLEZCAR TRAVEL & TOURS

SDN BHD



KAJIAN TENTANG CAMPURAN PEMASARAN YANG

DILAKSANAKAN OLEH SYARIKAT KLEZCAR, JALAN PJS 3TAMAN SRI MANJA, PETALING JAYA

KUALA LUMPUR.

TAJUK



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



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



S0a!(%a* K#a! T!a# 5 T&!$ S+" B-+ m#!pa%a" $0a!(%a*

m#m'#!( p#!%-(+ma*a" %#!#*a $#2a 0a" m+a- +a" mamp

%#pa+a p#""a. S0a!(%a* ("( m#mp"0a( 64 a2a"a" 0a"

'#!a+a +( Maa0$(a.Ca2a"a" P#*a(" Ja0a m#!pa%a" a2a

("+% $0a!(%a* ("(. P#!"(aaa" $0a!(%a* ("( +(#!a%%a" m#ap#!%&"$(a" +a!(pa+a '#'#!apa &!a" a-(. E"(% S-a!( a+a

p#"!$ '#$a! +( a2a"a" P#*a(" Ja0a. P#!*m'-a" $0

("( +apa* +((-a* +a!( $#( p#!%#m'a"a" a2a"a" 0a" +('

$#!- "##!( 0a" *#!+apa* +( Maa0$(a.

LATAR BELAKANG



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"

Ka7(a" T#%$- Ka#+a- %a7(a" +aam

m#"7aa"%a" %a7(a" ("( (aa-%a7(a" *#%$. M#""%a" '%

0a" '#!%a(*a" +#"a" %a7(a"

0a" ("((" +(7aa"%a".

M#a0a!

A"a($($

+#"a"ama" $("*#!"#

KA;DAH KA:IAN

M;N<UMPUL DA&A

T#m Ba

Daam %a7(a" ("(p#"%a7( m#"mp

+a*a +a!(pa+a *#m'a 0a" +('a* +(

$0a!(%a* ("+%.

M;N<AM;MP;



S0a!(%a* KL#a! T!a# 5 T&!$ S+" B-+ m#"a2a!

p#!%-(+ma*a" %#!#*a $#2a 0a" mamp m((% &

&&"a" !#"+a- +a" *("(. K#!#*a 0a" +($m#!pa%a" %#!#*a 0a" 'a-a! +a" 7a *#!+apa* %#

m#2a- "*% +($#2a%a" %#pa+a $0a!(%a*)$0a!(%a* '#

+a" a-( %&!p&!a*.

DAPATAN KAJIAN

PRODUK



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#"

"*% &&"a")&&"a" '#!p#"+apa*a" $#+#!-a"a, *("( +a" $0a!(%a*. $0a!(%a* %#!#*a $#2a ("( *#!+(!( +a!(pa+a %#!#*a 0a" '#!7#"ama P!&+a, P!&

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$#'aa( m#!- ma!%#* <p!&+% p!&m&$(=. O#- (*,&&"a" 0a" '#!p#"+a

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m#"0#2a %#!#*a m#2a- $#p#!*( BM1, Ap-a!+, :#;(!# +a" E$*(ma.



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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market %#pa+a ("+((+, $0a!(%a* +a"

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penyewaan %#pa+a $0a!(%%&!p&!a* 0a" m#p#!%-(+ma*a" m#!#%a. K#!#*a

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"*% $#'a- $0a!(%a* 0a" '#m#"0#2a%a""0a.



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



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"+"(

p#!%a*aa" -!; +a" "&m'&! $#p#!*(KL#a!.S0a!(%a* ("( *#a-

m#""a%a" p#"7#"amaa" 0a" 'a(%%#!a"a m#"0a!a"%a" $#$a* ;a#+a-

+a" %a(*( p!&+%. Da!(pa+a 7#"amaKL#a! m#m'#!(%a" ma%$+

p#"a2a!a" %#!#*a $#2a 0a" m+a-+a" mamp +( $#2a.

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(a(* m+a- +a" a! (a(* %#!#*a

KHIDMA& SOKON<AN

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+($#'a'%a" &#- p#""a $#'aa(m#"0#2a%a" %#!#*a m#!#%a $#am

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$#2a 'a-a! *a"pa $#'a!a" a7. M+(ma%m%a" $#"+(!( &#- p(-a% K#

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"

$#+a", mp, 44. K#+aama" p!&+$#2a ("( '%a" $a-a7a *#!*mp p

%#!#*a $a-a7a. M#!#%a m#mp"0a%#!#*a 0a" +($#2a%a" %#pa+a p#

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(+$&".



PeringkatPengenalan

• Pa+a p#!maa"p#!"(aaa" %#!#*a

$#2a $0a!(%a*KL#a! *(+a%

*#!a m#"+apa*$am'*a". K#*(%a

(*, $0a!(%a*

%#!#*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



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%.



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"

M#a( $a-a p#"a(-a", p#""a *(+a% p#! '#!*#m

$#*(ap p#"#a! "*% m#"+apa*%a" p!&+% 0a" +(p#

M#!#%a $#'a(%"0a '&#- m#m'#( p!&+% +a!(pa+a p#!p#m'&!&" 0a" '#!-amp(!a" +#"a" *#mpa* *("a m

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



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"

+(*"7%%a", m#!#%a +('#!( %&m($#" 'a( $#*(ap7aa" 0a" +('a*. S#a(" a#", *#!+apa* $a* a(

7#"($ &!a" *#"a- 0a" m#mp"0a( p#!a"a" $ama$#p#!*( a#". Ia +(%#"a( $#'aa( '!&%#!.KL#a!

m#""a%a" +a %a#+a- (a(* p#"7aa" *#!$%#pa+a p#""a +a" m#mp"0a( #7#" p#7aa"

%#pa+a p#""a.

K#a! m#""a%a" $a!a" a(-a" m#"#a%(a(* *a-ap @ $a!a" #!& ## p#"#a!)

p#""a +a" *a-ap > $a!a" &"# ##p#"#a!)#7#")p#""a

Ta-ap @ Sa!a" Z#!& #- D($#'* $#'aa( $a!a"

a"$".- T(a+a &!a" *#"a- a*a

0a" +("a%a".- M#mp"0a( (!( 0a" *(+

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%#pa+a p&($( $#$#'a-

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$#'a- &!a"($a$( "*%+a!(pa+a p#""a %#pa

*#!$ %#pa+a p#""a.

EJEN



;:;NP;N:UAL

E7#" $0a!(%a* K#a! +('#!(

p((-a" "*% m#ma$a!%a"p!&+% (* +( $a* *#mpa*.

Ca!a ("( #'(- m+a- +a"

#'(- #;($(#" "*%m#"("%a*%a" 7aa".

P#m'a0a!a" %#pa+a #7#"

+('a* $#a!a $#'a"$#%a( m#a( p#m'a0a!a"

ma$%.

Lama" $#$a2a" 0a" $#+(a

a+a +( "a(% *a!a; +a" $#*(ap#7#" m#mp"0a( $a* 8&

(" ID9 0a" '#!'#a)'#a.

K&m($#" 0a" +('#!(%a"%#pa+a #7#" p#"7a ("(

$#'a"0a% @?.

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m#"#-a"0a m

$a-a7a 7#"

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%a#+



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



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



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

• Pa+a 'a" Ap!( >?@6,$0a!(%a* KL#a! *#a-m#m'a* p&*&"a" -a!a$#'a"0a% >? %#pa+a

p#a"a" 0a" m#m'a**#mpa-a" %#!#*a $#2a

m#a( ama" $#$a2a".

&a.aran Isti+e.• S0a!(%a* KL#

*a2a!a" ($*(m

-("a 3? M#(*#a- m#m'0a" +(pa"(

C!a09.P!&m&m#"#mpa*%a"$#2a %# $#*(a

Maa0$(a "*$#a!a p#!m

a2a"a" +( +(*#mpa*%a"

0a" *#!+(!( +%#!#*a '#!7#"

#mpa* 'a- %P!&+a Aa,

'#!7#"ama P!$#'a- P#!&+

PROMOSI JUALAN



S0a!(%a* KL#a! ("( *#a- m#""a%a" p'($(*( +#"a"

m#mp!&m&$(%a" p!&+% +( A$*!& A2a"( pa+a *a-" >?@3.

T#*ap( p'($(*( 0a" 'a"0a% +("a%a" &#- $0a!(%a* ("(

a+aa- +a!(pa+a ("($(a*(; $#"+(!( 0a" m#""a%a"

m#+(a $&$(a $#p#!*( Fa#'&&%, T2(**#!, I"$*a!am +a"

'& 0a" -a"0a +(a%%a" $#a!a p#!ma. A"*a!a '&

0a" m#mp!&m&$(%a" $0a!(%a* KL#a! ("( (aa-

kle$%arsega+*!t*logspot%o+ +a"

...ak+ao+ar%o+. Pa+a 'a" Ja( >?@6, $0a!(%a*

("( *#a- m#m'a* $amp -a!( !a0a 0a" +('#!(%a"

$#a!a p#!ma %#pa+a p#a"a" m#!#%a 0a"

'#!-'" +a" 0a" *#a- m#m'#!( %&m#" +( +aam

Fa#'&&% $0a!(%a* KL#a!. S#ma p'($(*( 0a"

+(a%%a" ("( *#a- +('a* +( P#*a(" Ja0a 0a"

m#!pa%a" a2a"a" ("+% $0a!(%a* K#a!.

PUBLISITI



P;RHUBUN<AN A7AM

S0a!(%a* KL#a! *(+a% m#"0#!*a( apa)apa ma7($ *#*a

+(7#mp* "*% +($#!*a(. S#'aa( &"*&- ma7($ $#p#!

M##*(" pa+a 'a" Ma $#-("a Ap!( 0a" m#m#!%#!#*a 0a" '#!7#"ama :#;(!#. Aa!a a(" $#p#!*( C&

La"-(" P!&+* +a" U M&'(# A+#!*($(" 0a" m#

'a- m&*&$(%a Ha0#0 Da(+$&".

PERHUBUNGAN

A1AM



P;NU&UP

P#"%a7( +apa* m#"#"a pa$*( %a$(;(%a$( p!&+%, $a!a" a(-a" p!&+%

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S0a!(%a* K#a! ("( *#a- m#"7aa"%a" p#!a"a" 0a" p#"*(" +aamm#ma$*(%a" %#p#!a" p#""a +a" p#a"a" 0a" m#""a%a"

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