文章基本信息

标题：Malaysian Wood Moulding Sector — Some Marketing Aspects
本地全文：下载
作者：Shukri Mohamed ; Yusuf Hadi ; Mohd. Zin Yusop 等
期刊名称：Pertanika Journal of Social Sciences & Humanities
印刷版ISSN：0128-7702
电子版ISSN：2231-8534
出版年度：1988
卷号：11
期号：1
出版社：Universiti Putra Malaysia
摘要：The paper discusses the extent to which the Malaysian wood moulding sector utilises the fourmarketing mix variables: product, price, promotion and place or channel of distribution. Perceived-value and going-rate pricing methods were the most common pricing methods used by the manufacturers in the sector. Only about 46.7% of the respondents utilised promotional tools to disseminate information about their products. Of thisf about 72% advertised their products in trade magazines and journals. The demand for wood moulding remains high in the foreign markets; some 60% of the respondents exported their entire production overseas. Wholesalers and retailers were the immediate distribution channels in the local market, whereas the agents overseas took over the exports. The wholesalers/retailers and government purchases took up about 64% of the domestic sales. The utilisation of the four marketing mix variables were minimal due to the nature of the production method and the target buyers. The sector should adopt a more strategic marketing approach in an effort to maintain the existing markets and capture new ones. This is necessary in view of current depressed world trade in wood products and strong competition from other wood moulding producing countries.
关键词：Marketing; marketing mix; wood moulding