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b. Industrial product is a product bought by individual and organizations
forfurther processing or for use in conducting a business.
4. Product Component
According to Bartlett and Han 2000: 189, to provide the benefits for the consumers want, needed to integrate the components that make a
product effectively. These consist of product features as seen below: a.
Quality ; As the product component, product quality repsesent how well a product does what it is supposed to do as defined by customer.
b. Design ; Product design includes the styling, aesthetics, and function
of product. c.
Branding ; It is critical that firm identifies its products to distinguish from similar products offered by competitors.
d. Packaging ; Packaging is the container or wrapper for a products, it
typically includes a label, a printed description of the product package.
5. Dimension of Product Quality
Dimension of product quality According to Meenaghan 2008: 78, product quality is not reflected in the only one characteristic but to the
characteristics that come up by several quality dimensions , he contributes a framework to show the whole. Product quality consists of five quality
dimensions: performance, conformance, and perception. Garvin also said that different customer will look into quality in the different dimension
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too.Hence , the opinion of someone toward quality is according to the person sees it.
From the five dimensions mentioned above can be explored one by one as follows , Meenaghan 2008: 78, :
a. Performance is the product uniformity with premier functions or
operational characteristics from certain product. b.
Features are specialty of the product which can differs from the other product, which is a complete characteristic and could make a postive
imagination form consumer. c.
Durability is a level of product duration application or the long life time limit of product.
d. Conformance is products suitability with circumstances or certain
measurement or how far characteristic of the design and operation that fulfilled the standard that alrady made.
e. Perception is a fanatic of the consumer toward the brand of certain
product because of the image product reputation.
D. Promotion
Promotion represents the various activities undertaken by the company to highlight the idiosyncrasies of that done and persuade target
customers to buy. kotler 2008.. The main purpose of the promotion is that consumers know the products offered after knowing so consumers will have
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an interest and ultimately the consumer decides to purchase products, goods or service on offer.
Table 2.1 list numerous communication plat forms company communication goes beyond those specific platform. The product styling and
price, the shape and color of the package. The sales person manner and dress the store decor, company
stationery all communicate something to buyers. Every brand delivers an impression that can strengthen or weaken a customer view of company.
Table 2.1 Common Communication Platform
Advertising Personal
selling Publicity
Sales Promotion
Direct Marketing
Audio Visual
Material, billboard,
brochures, poster
Sales presentation
Publication Entertainment
Catalog
Source: kotler, 2011 According to jefkins 2000 promotion divided in to two parts, namely
promotion above the line and below the line
1. Above the line
Above the line promotion is strategy that has been done openly through the media. This promotion is usually on a commission for sales
agents, using mass media like television, radio, newspapers, magazines
