Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Capabilities for Learning About
Customers and Markets
Pertemuan 7
Buku 1 Hal: 129-151
Learning Objective
• Market-driven strategy, market sensing and learning
processes
• Marketing information and knowledge resources
• Marketing intelligence and knowledge management
• Ethical issues in collecting and using information
Bina Nusantara
Market Sensing and Learning Processes
• Market sensing processes
• Learning organization
– Learning and competitive advantage
– Learning about markets
– Barriers to market learning processes
Market sensing at Tesco International
• Retailer entry to U.S. grocery market, not with
existing format
• Discovering what U.S. consumers want:
– Senior managers live with U.S. families
– Probe lifestyles of families
– Prototype store
• Developing a new retail format and targeting the
“grocery gap”
Market sensing processes
•
•
•
•
•
•
Open-minded inquiry processes
Analyzing competitors’ actions
Listening to front-line employees
Searching for latent customer needs
Scanning the peripherary of the market
Encouraging experimentation
Marketing information and knowledge
resources
• Scanning processes
• Specific marketing research studies
• Internal and external marketing information
resources
– Relationships with external marketing research providers
Screening A New Research Supplier
1. Client  Would you recommend this
supplier?
2. Supplier  Do you have sufficient funds
for this project?
3. What parts of the project will be
subcontracted, and how do you manage
subcontractors?
4. May I see your interviewer’s manual and
data entry manual?
5. How do you train and supervise
interviewers?
Screening A New Research Supplier
6. What percentage of interviews are
validated?
7. May I see a typical questionnaire?
8. Who draws your samples?
9. What percentage of your data entry is
verified?
10. Managers - What do you think about this
supplier?
A Framework for Market Sensing
Probability of the Event Occurring
High
Medium
Low
7
6
Effect of the
Event on the
Company
Field of
Dreams
Utopia
5
Things to
Watch
4
3
2
Danger
1
* 1=Disaster, 2=Very bad, 3=Bad, 4=Neutral, 5=Good, 6=Very good, 7=Ideal
Future
Risks
Learning About Markets
Objective
Inquiry
Keeping and
Gaining Access
to Prior
Learning
Synergistic
Information
Distribution
Mutually
Informed
Interpretations
Source: George S. Day, Journal of Marketing, October 1994.
Barriers to market learning
• Managers reject new insights/information
• Rigid organizational structures and inflexible
information systems
• Politics favour the status quo
• Overwhelming pressure of existing business
operations
• Tendency to “active inertia”