Pemasaran bagi Petualang sebagai Kegiatan Komunikasi Pemasaran

Ratih Tresnati

Abstract


Marketing for Adventurer aims adventurer as its consumers. Instead of revenue-based, adventurer consumer is based on lifestyle. Their hobbies are outdoor sports such as bungee jumping, rock climbing, off-road driving, wild-river canoeing, etc. Marketing for adventurer has specific strategic: (1) STP Strategy—market segmenting, market targeting, market positioning; (2) Customer Experience Strategy (CES) as the sequel of Experiential Marketing (EM). EM focuses more on emotion touch and feelings.

Keywords


pemasaran bagi petualang, komunikasi pemasaran, strategi STP, CES.

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DOI: https://doi.org/10.29313/mediator.v7i2.1284

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