Program Product Knowledge Sebagai Strategi Pemasaran Dan Pengaruhnya Terhadap Penjualan (Studi Kasus Produk S-tee PT. Sinar Sosro Kantor Penjualan Wilayah Jawa Timur)

Abstract

This research was aimed to describe about product knowledge in PT. Sinar Sosro KPW Jawa Timur to promote S-tee. The companies competes competitively in marketing their products. Companies compete in terms of price, product packaging, product promotion, and others. In offering products to consumers, competing companies have marketing strategies. This strategy can be successful if there is a program that is realized by the company. The program will serve to achieve the company\u27s goals. One of the marketing programs used to introduce the company\u27s product is product knowledge. This program is an important part that should be communicated by marketers in providing product information offered to their customers. In this research, product knowledge program can be influenced by public relations activities, advertising, and personal selling by salespeople. Product knowledge S-tee is implemented to increase sales that had decreased for the packaging of 318 ml glass bottles. This research use descirptive kualitative method. The sample collected by indepth interview with five key informan. They are Marketing Support Manager, Marketing Support Staff, Retail Bussiness Development (RBD) Staff, and Sales Representative