Judul: Kajian Ekuitas Merek Ikan Kaleng dan Implikasinya terhadap Bauran Pemasaran (Studi Kasus di Kota Bogor)
Abstrak: The objective of this research is to analyze the brand equity of various canned fish product, to analyze the relation of consumer demography with the brand equity of canned fish product and also to formulate the marketing mix based on the elements of brand equity. Analyzing tools used in this research are analysis tools of each stage of brand equity, fishbein analysis, biplot analysis, and descriptives analysis. The result of brand equity research shows that the most remembered brand is Botan, followed by Gaga and ABC. Gaga brand has more brand image farming association than that of Botan and ABC. While all the three brand have the same position on brand loyalty, most of all brand at every stage of brand loyalty give profit except for the committed buyer step, the company have to spend a great expense on promotion cost due to consumer’s lack of knowladge on canned fish brand. In general, the strongerst brand equity is held by Botan and followed by Gaga. ABC brand has not yet owned brand equity, because ABC brand is included as new canned fish in market. The result of segmentation analysis shows that canned fish product is more focused on female between 15 to 35 years old with in middle earning level who has high activity and according to location analysis, it can be concluded that location of consumers residence influence consuption pattern. This can help producer to focus where to sell the product. According to marketing mix result, recommendation for Botan brand is: (1) product mix, by improving product quality and creating new product with more spesific taste and aroma, (2) price mix, by determining optimum/premium price to find out the level of which consumer will to pay, e.q. premium sardines product, (3) place mix, by improving distribution system and placing Botan canned fish product on easily-reached-by-consumer places, (4) promotion mix, further promotion need to conduct in order to keep Botan brand on top of mind of consumer such as direct selling strategy on canned fish counters, (5) people mix, by maintaining contiguilty relation with consumer e.q. by giving prizes (gimmic) to consumer’s, (6) process mix, by maintaining product quality from process dispatch to consumers home, (7) physical evidence mix, making better packaging appearance by modification of can shape such as oval shape and modification of packaging colour to distinguish with competitor’s product. Marketing mix for Gaga brand is: (1) product mix, maintaining product by giving appreciation for loyal consumers of Gaga brand, (2) price mix, by maintaining to offerred price and giving bonus for large quantity purchasing, (3) place mix, by maintaining loyal distributor agent and substracting product in unloyal distributors and also selecting agents whitch is more proper to product, (4) promotion mix, further promotion need to be conducted in order to make the product remembered by consumer, by using medias, (5) people mix, by creating high quality product to retain consumer, (6) process mix, by monitoring process especially on pre-cooking stage so the fish not be become too brittle, (7) physical evidence mix, by maintaining the good appreance of Gaga
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Judul: Kepuasan pelanggan tentang pengelolaan pemasaran produk ikan kaleng(Canned fish) di Kota Bandung
Abstrak: Pengukuran kepuasan pelanggan perlu dilakukan agar perusahaan mampu menentukan prioritas perbaikan kualitas produk atau pelayanan yang diharapkan oleh pelanggan yang nantinya volume penjualan meningkat dan keuntungan berlipat ganda. Penelitian ini bertujuan untuk mengidentifikasi urutan tingkat kepentingan pelanggan tentang atribut pengelolaan pemasaran produk ikan kaleng, mengetahui urutan tingkat kepuasan pelanggan terhadap pelaksanaan pengelolaan pemasaran ikan kaleng dan mengetahui merk ikan kaleng yang mempunyai tingkat kepuasan pelanggan tertinggi dalam hal pengelolaan pemasaran. Penelitian ini dilaksanankan pada enam pasar swalayan di kota Bandung antara lain: Carefour-Jln. Peta 241, Yogya -Jln. Kepatihan, Yogya-Jln. Sunda 60, Yogya-Jln. Ahmad Yani, Griya Yogya- Jin. Buah Batu, Giant-Jln. Gatot Subroto dimulai pada tanggal 7 Mei 2005 sampai dengan 7 juni 2005. Data yang digunakan adalah data primer dan data sekunder. Data primer diperoleh melalui pengamatan langsung ke enam pasar swalayan tempat pengambilan sampel dan wawancara berupa kuesioner dengan pelanggan masing- masing merk.
Keyword: ikan kaleng, pemasaran

Judul: Infeksi Virus Parainfluenza Pada Anjing
Abstrak: Virus parainfluenza anjing termasuk famili Paramyxoviridae, berbentuk pleomorf dengan ukuran bervariasi (bergaris tengah antara 100-500 nm), berpembungkus peka ether, berisi genom RNA dan secara serologis mempunyai kesamaan dengan virus SV-5 kera; dikenak sebagai salah satu kausa penting dari sindrom "kennel cough". Infeksinya dapat mengenai anjing semua umur yang belum pernah terinfeksi atau mendapatkan vaksinasi mengakibatkan gejala klinis ringan yang terbatas pada traktus respirasi atu infeksi yang secara klinis tidak memperlihatkan gejala nyata. Gejala klinis yang nampak setelah masa inkubasi (1-5 hari) terlewati berupa batuk yang tidak berat selama beberapa hari, berbagai tingkat tonsilitis dan pharyngitis dan kadang-kadang ditemukan kenaikan temperatur rektal antara 1-2 derajat C dari temperatur normal rat-rata. Anjing terinfeksi mengandung virus pada traktus respirasi bagian atas dan bawah serta limfonoduli sampai hari ke 9 setelah infeksi. Penyebaran virus antar anjing terjadi secara aerogen.
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