Upload
monte
View
126
Download
3
Embed Size (px)
DESCRIPTION
Mengukur permintaan pasar. Objectives. Mengidentifikasi komponen utama dari sistem informasi pemasaran modern. Mempelajari unsur-unsur apa saja yang bisa membentuk riset pasar yang baik - PowerPoint PPT Presentation
Citation preview
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 5
Mengukur permintaan pasarMengukur permintaan pasar
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 5
ObjectivesObjectives
Mengidentifikasi komponen utama dari sistem informasi pemasaran modern.
Mempelajari unsur-unsur apa saja yang bisa membentuk riset pasar yang baik
Mempelajari bagaimana sistem pendukungkeputusan pemasaran membantu manager pemasaran mengambil keputusan yang lebih baik
Mempelajari bagaimana kebutuhan dapat diukur dan diramalkan dengan lebih akurat
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 5
ChangeChange
Lokal ==> Nasional
Customer Need
Price Competition
International
Customer Want
Non-price competition
Kebutuhan akan informasi pemasaran yang tepat waktu menjadi semakin besar di masa mendatang
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Suatu Sistem Informasi Pemasaran didefinisikan sebagai ...
“orang, peralatan, dan prosedur untuk mengumpulkan, menyortir, menganalisa, mengevaluasi, dan mendistribusikan informasi yang sesuai kebutuhan, tepat waktu, dan akurat kepada pembuat keputusan pemasaran.”
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Sistem informasi pemasaran mengelola informasi dari sumber :– Sistem pencatatan internal– Sistem intelijen pemasaran– Riset Pemasaran– Analisis sistem pendukung
keputusan pemasaran
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Sistem pencatatan internal– Kunci : siklus pesanan ke pembayaran– Laporan penjualan yang tepat waktu,
membantu mengelola persediaan secara lebih baik.
– Data base pelangan, produk, tenaga penjualan dan lain-lain yang dapat digali secara aktual
– memberikan data hasil
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Sistem Intelijen pemasaran :– Seperangkat prosedur dan sumber
yang digunakan oleh para manajer untuk memperoleh informasi harian mengenai perkembangan di lingkungan pemasaran
– Memberikan data yang terjadi
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Improving the Quality of Marketing Intelligence System Data Requires:– Training and motivating sales force to report
developments– Motivating channel members to share important
intelligence– Collecting competitive intelligence– Developing a customer advisory panel– Purchasing information from commercial data sources– Establishing a marketing information center within the
company
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Sistem Riset Pemasaran– Perancangan, pengumpulan, analisis
dan pelaporan data yang sistematis serta temuan-temuan yang relevan dengan situasi pemasaran tertentu yang dihadapi perusahaan
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Proses riset pemasaran :– Mendefinisikan masalah dan tujuan riset– Mengembangakan rencana riset– Mengumpulkan informasi– Menganalisa informasi– Mempresentasikan temuan– Membuat keputusan
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Mengembangkan rencana riset pemasaran meliputi :– Pengumpulan data sekunder / primer– Memilih satu atau lebih pendekatan riset untuk
data primer– Menggunakan peralatan riset yang mamadai– Mengembangkan rencana sampling– Menentukan metode kontak dengan subyek
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Pendekatan-pendekatan untuk pengumpulan data primer :– Observational research– Focus-group research– Survey research– Behavioral data– Experimental research
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Instrumen Riset :– Kuisioner :
sekumpulan pertanyaan terstruktur, terukur dan terencana yang disajikan kepada responden untuk dijawab
– Mekanis :perangkat mekanis yang digunakan untuk mengukur respon fisiologis atau pssikologis terhadap rangsangan tertentu
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Pertanyaan Tertutup
Pertanyaan terbuka
Dikotomi Pilihan berganda Skala likert Differensiasi semantik Skala kepentingan Skala peringkat Skala maksud membeli
Jenis pertanyaan dalam kuisioner
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Pertanyaan Tertutup
Pertanyaan terbuka
Tidak terstruktur Asosiasi kata Penyelesaian kalimat Penyelesaian cerita Penyelesaian gambar Tes persepsi tematis
Jenis pertanyaan dalam kuisioner
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Sampel Probabilistik
Sampel non-probabilistik
Sampel acak sederhana
Sampel Acak bertingkat
Sampel cluster
Rencana Pengambilan sampel
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Sampel Probabilistik
Sampel non-probabilistik
Sampel kemudahan
Sampel pertimbangan
Sampel kuota
Rencana Pengambilan sampel
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Statistic tool Model Perhitungan
optimasi rutin
Regresi berganda Analisis diskriminan Analisa faktor Analisa cluster Analisa conjoint Multi dimentional
scalling
Pendekatan analisis riset yang memadai
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Statistic tool Model Perhitungan
optimasi rutin
Model proses marcov
Model antrian
model pra uji produk baru
Pendekatan analisis riset yang memadai
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
Statistic tool Model Perhitungan
optimasi rutin
Kalkulus differensial pemrograman
matematis teori keputusan statistik teori permainan heuritik
Pendekatan analisis riset yang memadai
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 21 in Chapter 5
Supporting Marketing Supporting Marketing DecisionsDecisions
A Marketing Decision Support System is defined as a . . . “coordinated collection of data, systems,
tools, and techniques with supporting software and hardware by which an organization gathers and interprets information from business and the environment and turns it into a basis for marketing action.”
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 22 in Chapter 5
Forecasting and Forecasting and Demand MeasurementDemand Measurement
Essential Aspects
The market Measuring demand Company demand
and sales forecasts Current demand Future demand
Market Potential market Available market Target market
(served market) Qualified available
market Penetrated market
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 23 in Chapter 5
Forecasting and Forecasting and Demand MeasurementDemand Measurement
Essential Aspects
The market Measuring demand Company demand
and sales forecasts Current demand Future demand
Market demand– Market minimum– Market forecast– Market potential– Nonexpansible vs.
expansible markets– Primary vs.
secondary demand Market forecast Market potential
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 24 in Chapter 5
Forecasting and Forecasting and Demand MeasurementDemand Measurement
Essential Aspects
The market Measuring demand Company demand
and sales forecasts Current demand Future demand
Company demand Company sales
forecast Sales quota Sales budget Company sales
potential
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 25 in Chapter 5
Forecasting and Forecasting and Demand MeasurementDemand Measurement
Essential Aspects
The market Measuring demand Company demand
and sales forecasts Current demand Future demand
Total market potential
Area market potential– Market-buildup
method
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 26 in Chapter 5
Forecasting and Forecasting and Demand MeasurementDemand Measurement
Essential Aspects
The market Measuring demand Company demand
and sales forecasts Current demand Future demand
Many Forecasting Methods:– Buyer intentions
survey– Composite of sales
force opinions– Expert opinion– Past-sales analysis– Market-test method
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 27 in Chapter 5
Macroenvironmental Macroenvironmental Trends and ForcesTrends and Forces
Demographic Environment– Worldwide population growth– Population age mix– Ethnic markets– Educational groups– Household patterns– Geographic population shifts– Rise of micromarkets
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 28 in Chapter 5
Macroenvironmental Macroenvironmental Trends and ForcesTrends and Forces
Economic Environment– Income distribution– Savings, debt, and credit
availability
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 29 in Chapter 5
Macroenvironmental Macroenvironmental Trends and ForcesTrends and Forces
Natural Environment– Shortage of raw materials– Increased energy costs– Anti-pollution pressures– Changing role of governments
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 30 in Chapter 5
Macroenvironmental Macroenvironmental Trends and ForcesTrends and Forces
Technological Environment– Accelerating pace of technological
change– Unlimited opportunities for
innovation– Varying R&D budgets– Increased regulation of
technological change
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 31 in Chapter 5
Macroenvironmental Macroenvironmental Trends and ForcesTrends and Forces
Political-Legal Environment– Legislation regulating business– Growth of special interest groups
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 32 in Chapter 5
Macroenvironmental Macroenvironmental Trends and ForcesTrends and Forces
Socio-Cultural Environment– World views that consumers hold
of themselves, others, society, organizations, nature, and the universe
– High persistence of core values– Existence of subcultures