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Pramono, Dedy Dwi (2015) STRATEGI PEMASARAN PRODUK SPECTRALINK PADA PT. BNI LIFE INSURANCE KOTA MALANG. Other thesis, Universitiy of Muhammadiyah Malang.


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In writing this final assignment, the researcher took title “Strategi Pemasaran Produk Spectra Link pada PT. BNI Life Insurance Kota Malang”. The purpose of this research are to knowing the development of clients Spectra Link product, marketing strategy of Spectra Link product, and strength and also weakness of Spectra Link product in PT. BNI Life Insurance Kantor Pemasaran Mandiri Malang. The collected data is primary data and secondary data with documentary, observation, and interview method. Data analyze technique used are descriptive qualitative with data processing in the form of table and graphic. The result of the research can be explained that the development of clients Spectra Link on January to December 2014 increased from 25 to 87 clients with fluctuative development every months. Marketing strategy of Spectra Link product made by BNI Life Insurance with mixing 4 P, it is price can be determined by clients themselves, product can used by 6 monts until 70 age and has easy access, place can easily access by consumer, promotion of BNI Life Insurance is via agent, brochure, banner and legal website. Strength of the marketing strategy are brand image, government support, seminar selling, agenda Club Millionare, network and professional leader, while the weakness are unmaximal presentation, indiscipline employees performance, incomplete data in surat permintaan asuransi jiwa (SPAJ) and determination of presentation location which not yet been co-ordinated. The conclusion of research result is the satisfied and trust of clients can be realized from marketing strategy made by BNI Life Insurance with innovation mixing 4 P and promotion, so not only needs can be fulfilled but also enthusiasm consumer to buy Spectra Link product, so that development of clients increase intensively.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Diploma of Banking and Finance (61406)
Depositing User: Denyta Saputri
Date Deposited: 23 Mar 2016 07:39
Last Modified: 23 Mar 2016 07:39

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