活动名称：木艺木趣国际研讨会暨展览会
时间地点：2011年10月20日，印度班加罗尔J N Tata多功能礼堂
演讲嘉宾：Arif Nuryawan
演讲题目：The description of marketing mix at three level furniture industries in Medan area, North Sumatera, Indonesia

摘要：The research objective was to describe the marketing mix at three level furniture industries (small, middle, and big). This research focused in "4P" (products, price, place, and promotion) regarding with the term of marketing mix. The research results showed:

1) For small enterprise, the products was teak furniture, handicraft, and guest chairs. The price was ranged IDR 400.000 – 6 million. The distribution channel started from producer, industrial user, and consumer. The promotion was though exhibition at Pekan Raya Sumatera Utara (North Sumatera Fair)

2) For middle enterprise, the product was grovel furniture, replica furniture (sofa and kitchen set). The price for grovel furniture was IDR 16-20 million. Because of the expensiveness, the grovel furniture was seldom to sell. For replica furniture, the price was ranged IDR 10-13 million. The distribution channel started by producer and consumer without passing the agents. The promotion used by commercial advertisements in internet and magazine.

3) For big industry, the most expensive product was bedroom set, the price was IDR 50 million. The cheapest product was door frame, the price was IDR 900.000. The distribution channel started by producer agents and wholesaler (industrial distributor to industrial consumer user). The promotion was by looking for the clients.

关键词：furniture industry, marketing mix

Arif Nuryawan, University of Sumatera Utara, Jl. Tri Dharma Ujung No.1 Kampus USU, Medan, INDONESIA 20155.