Marketing Management
Marketing Research & Information
System
M-08
Tony Soebijono
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There are two kinds of knowledge:
knowledge in your mind and knowledge of
where you can find the information you need.
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Siklus Hidup Produk dan Keputusan strategis
Tahap-tahap
Perkenalan Pertumbuhan Dewasa
Penurunan
Volume
penjualan
Perlukah produk
diperkenalkan?
Perlukah strategi produk diubah?
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Perlukah
produk
dihapus?
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Subsistem Produk
Siklus hidup produk mendukung melalui:
1) Perkenalan
2) Pertumbuhan
3) Dewasa
4) Penurunan
Informasi menjawab 3 pertanyaan kunci:
1) Perlu diperkenalkan?
2) Harus ubah strategi?
3) Perlu dihapus?
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Sistem Informasi Pemasaran digunakan
oleh Manajer
 Industri besar menggunakan komputer sebagai alat
pemasaran
– Untuk mengetahui kebutuhan dan keinginan konsumen
– Untuk memformulasikan bauran pemasaran
– Untuk menindaklanjuti seberapa baik bauran tersebut
diterima konsumen
 Output informasi digunakan dalam perusahaan
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Informasi dikategorikan atas:
1) Informasi yang secara teratur dipasok kepada manajemen pemasaran dari
sumber-sumber internal dan eksternal
• Contoh: Analisis biaya penjualan, pangsa pasar, dan survei kepuasan
pelanggan
2) Informasi yang diperoleh karena dibutuhkan untuk suatu permasalahan
atau situasi tertentu.
• Contoh: Meliputi tes konsep produk baru, penelitian preferensi merek dan
penelitian efektifitas periklanan.
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Marketing Information System
Consists of people, equipment, and procedures to gather, sort, analyze,
evaluate, and distribute needed, timely, and accurate information to
marketing decision makers.
1.
Assessing information needs: a good MIS system balances information
that we would like to have against that which is really needed and
feasible to obtain.
2. Developing information: four main sources/types.
1. Internal Records Information
2. Marketing Intelligence
3. Marketing Research
4. Information Analysis
3. Distributing information to decision makers.
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The Marketing Information System
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Developing Information
Internal Records
Information gathered from sources within the company to evaluate marketing
performance and to identify marketing problems and opportunities
• Internal database (Financial and nonfinancial data from PMS)
• Data warehouses (Customer data in the corporate office – Ex. Wyndham
Hotels)
• Guest history information (information gathered from guest records)
• Guest information trends (booking patterns, cancellations, occupancy
patterns)
• Corporate customer and marketing intermediary information (e.g., customer
and prospective customer databases)
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Developing Information
Marketing Intelligence
Everyday information from internal and external sources about developments in
the marketing environment that helps managers to prepare and adjust
marketing plans and short-run tactics.
•
•
•
•
Internal sources of marketing intelligence
- Gathered by company executives, and other employees
External sources of marketing intelligence
- Macromarket information, competitive, new innovation and trends
Sources of competitive information
- Annual reports, trade magazines, press releases, and advertisements
Commercial sources of marketing information
- On-line databases of information services, electronic yellow pages
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Developing Information
Marketing Research
A process used to identify and define marketing opportunities and problems, to
monitor and evaluate marketing actions and performance, and to
communicate research findings to management.
• Kegiatan penelitian di bidang pemasaran yang dilakukan secara sistematis
mulai dari perumusan masalah, perumusan tujuan penelitian, pengumpulan
data, pengumpulan data, pengolahan data dan interpretasi hasil penelitian.
• Ditujukan sebagai masukkan bagi pihak manajemen dalam rangka
identifikasi masalah dan pengambilan keputusan untuk pemecahan
masalah.
1. Own researchers
2. Outside researchers
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Marketing Research Process
Steps in the Marketing Research Process:
Implementing
the research
plan -- collecting
and analyzing
the data
Defining the
problem and
research
objectives
Developing the
research plan
for collecting
information
Objectives:
•Exploratory
•Descriptive
•Causal
Secondary data vs.
primary data
Sample vs.
population
Research
Approaches
Put the plan into
action – collect and
analyze the data
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Interpreting
and reporting
the findings
Interpret the
findings-draw
conclusions
and report to
management
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Marketing Research Process
Defining the Problem and Research Objectives
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)
(Aware of Problem)
“Our sales are declining and
we don’t know why.”
“Would people be interested
in our new product idea?”
(Problem Clearly Defined)
“What kind of people are buying “Will buyers purchase more of
our product? Who buys our
our products in a new package?”
competitor’s product?”
“Which of two advertising
“What features do buyers prefer campaigns is more effective?”
in our product?”
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Marketing Research Process
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Develop the Research Plan
Contact Methods
Mail
Telephone Personal
Internet
Flexibility
Poor
Good
Excellent
Good
Quantity of Data
Collected
Good
Fair
Excellent
Good
Control of
Interviewer
Excellent
Fair
Poor
Fair
Control of
Sample
Fair
Excellent
Fair
Poor
Speed of Data
Collection
Poor
Excellent
Good
Excellent
Response Rate
Fair
Good
Good
Good
Cost
Good
Fair
Poor
Excellent
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Fungsi riset pemasaran
• Menghubungkan pemasar dengan pelanggan dan publik lewat informasi.
Informasi yang dipergunakan untuk mengetahui dan menentukan peluang
serta masalah pemasaran; untuk menghasilkan, mempertajam, dan
mengevaluasi tindakan pemasaran; untuk memantau kinerja pemasaran;
dan memperbaiki pemahaman mengenai proses pemasaran.
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Riset pemasaran dan TI
• Perkembangan dalam teknologi informasi menyebabkan revolusi dalam
distribusi informasi.
• sebagian besar perusahaan melakukan desentralisasi sistem informasi
pemasaran.
• Dalam banyak perusahaan, manajer pemasaran dapat mengakses
langsung jaringan informasi lewat komputer pribadi dan sarana-sarana
lain. Dari lokasi mana-pun, mereka dapat memperoleh informasi dari
catatan internal atau jasa informasi yang disediakan pihak luar,
menganalisis informasi tersebut menggunakan paket data statistik dan
model dan berkomunikasi dengan rekan sejawat dalam jaringan lewat
komunikasi elektronik.
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• Hasil riset
pemasaran ini
dapat dipakai
untuk
perumusan
strategi
pemasaran
dalam merebut
peluang pasar.
Online Analytical Processing (OLAP) Dashboard
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Marketing research tools:
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Contoh
• http://www.tanyapepsodent.com/hasil-surveimengenai-gigi-sensitif-0
• http://www.virtual.co.id/
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thanks
Tony Soebijono
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Manajemen Pemasaran Pertemuan 13