Matakuliah
Tahun
Versi
: J0324/Sistem e-Bisnis
: 2005
: 02/02
Pertemuan 18
Understanding Internet
Marketing Planning
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• menunjukkan strategi perencanaan
pemasaran di Internet
2
Outline Materi
•
•
•
•
Central Role of Marketing Planning
Competitive Advantage and The Internet
The Internet Affect Planning
Internet Business Models
3
Defining the Problem & Research
Objectives
Exploratory
Research
•Sheds light on problem suggest solutions or
new ideas.
Descriptive
Research
•Ascertain magnitudes.
Causal
Research
•Test cause- and-effect
relationships.
•Tests hypotheses about causeand-effect relationships.
4
Research Approaches
Observational
Focus-group
Survey
Behavioral
Experimental
5
Secondary-Data Sources
•
•
•
•
•
Internal Sources
Government Publications
Periodicals and Books
Commercial Data
On-Line
– Associations
– Business Information
6
The Marketing Research Process
Defining the
problem and
research
objectives
Developing
the research
plan
Present the
findings
Collect the
information
Analyze the
information
7
Good Marketing Research:







Is scientific
Is creative
Uses multiple methods
Realizes the interdependence of
models & data
Acknowledges the cost & value of
information
Maintains “healthy” skepticism
Is ethical
8
Ninety Types of Demand
Measurement (6 x 5 x 3)
World
Space
U.S.A.
level
Region
Territory
Customer
All sales
Industry sales
Company sales
Product
level
Product line sales
Product form sales
Product item sales
Short run
Medium run Long run
Time level
9
Demand
Company
Demand
Market
Demand
10
Estimating Current Demand
•
•
•
•
Total Market Potential
Area Market Potential
Industry Sales
Market Share
11
Estimating Future Demand
•
•
•
•
•
Survey of Buyers’ Intentions
Composite of Sales Force Opinion
Expert Opinion
Past Sales Analysis
Market Test Method
12
•
Philip (2000). Marketing Management.
The Millennium Edition (Tenth Edition).
Prentice Hall. PPT for Chapter : 8
13