Materi Perkuliahan Manajemen Pemasaran Repository UNIKAMA
Sistem Informasi Pemasaran
dan Lingkungan Pemasaran
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 1 in Chapter 5
Supporting Marketing
Decisions
Sistem Informasi Pemasaran
adalah : . . .
“orang, peralatan, prosedur dimana
informasi dikumpulkan, dianalisa,
didistribusikan secara akurat
untuk pengambilan keputusan
pemasaran”
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 2 in Chapter 5
Supporting Marketing
Decisions
Sistem Informasi Pemasaran terdiri
dari :
– Sistem pencatatan internal
– Sistem Intelejen Pemasaran
– Sistem Riset Pemasaran
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 3 in Chapter 5
Supporting Marketing
Decisions
Sistem Pencatatan Internal
– Order-to-payment cycle is key
– Timely sales reports help to better
manage inventory
– Customer, product, salesperson and
other databases can be mined for
fresh insights
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 4 in Chapter 5
Supporting Marketing
Decisions
Sistem Intelejen Pemasaran
“Merupakan prosedur dan sumberdaya
yang digunakan manajer untuk
mendapatkan informasi harian
tentang lingkungan pemasaran”
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 5 in Chapter 5
Supporting Marketing
Decisions
Sistem Intelejen Pemasaran
– Manajer mengumpulkan informasi
dari : buku, koran, publikasi kamar
dagang, berbicara dengan
pelanggan, pemasok, distributor,
manajer perusahaan lain.
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 6 in Chapter 5
Supporting Marketing
Decisions
Proses Penelitian Pemasaran :
– Mendefinisikan masalah dan tujuan :
– Mengembangkan rencana penelitian
– Mengumpulkan informasi
– Menganalsia informasi
– Menyampaikan temuan
– Membuat keputusan
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 7 in Chapter 5
Supporting Marketing
Decisions
Developing the Research Plan
Involves:
– Gathering secondary and primary data
– Selecting one or more research
approaches for primary data collection
– Using the appropriate research instrument
– Developing a sampling plan
– Determining subject contact methods
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 8 in Chapter 5
Supporting Marketing
Decisions
Approaches for primary data
collection include:
– 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 9 in Chapter 5
Supporting Marketing
Decisions
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 10 in Chapter 5
Macroenvironmental
Trends 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 11 in Chapter 5
Macroenvironmental
Trends 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 12 in Chapter 5
Macroenvironmental
Trends 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 13 in Chapter 5
Macroenvironmental
Trends 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 14 in Chapter 5
Macroenvironmental
Trends 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 15 in Chapter 5
Macroenvironmental
Trends 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
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 16 in Chapter 5
dan Lingkungan Pemasaran
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 1 in Chapter 5
Supporting Marketing
Decisions
Sistem Informasi Pemasaran
adalah : . . .
“orang, peralatan, prosedur dimana
informasi dikumpulkan, dianalisa,
didistribusikan secara akurat
untuk pengambilan keputusan
pemasaran”
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 2 in Chapter 5
Supporting Marketing
Decisions
Sistem Informasi Pemasaran terdiri
dari :
– Sistem pencatatan internal
– Sistem Intelejen Pemasaran
– Sistem Riset Pemasaran
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 3 in Chapter 5
Supporting Marketing
Decisions
Sistem Pencatatan Internal
– Order-to-payment cycle is key
– Timely sales reports help to better
manage inventory
– Customer, product, salesperson and
other databases can be mined for
fresh insights
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 4 in Chapter 5
Supporting Marketing
Decisions
Sistem Intelejen Pemasaran
“Merupakan prosedur dan sumberdaya
yang digunakan manajer untuk
mendapatkan informasi harian
tentang lingkungan pemasaran”
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 5 in Chapter 5
Supporting Marketing
Decisions
Sistem Intelejen Pemasaran
– Manajer mengumpulkan informasi
dari : buku, koran, publikasi kamar
dagang, berbicara dengan
pelanggan, pemasok, distributor,
manajer perusahaan lain.
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 6 in Chapter 5
Supporting Marketing
Decisions
Proses Penelitian Pemasaran :
– Mendefinisikan masalah dan tujuan :
– Mengembangkan rencana penelitian
– Mengumpulkan informasi
– Menganalsia informasi
– Menyampaikan temuan
– Membuat keputusan
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 7 in Chapter 5
Supporting Marketing
Decisions
Developing the Research Plan
Involves:
– Gathering secondary and primary data
– Selecting one or more research
approaches for primary data collection
– Using the appropriate research instrument
– Developing a sampling plan
– Determining subject contact methods
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 8 in Chapter 5
Supporting Marketing
Decisions
Approaches for primary data
collection include:
– 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 9 in Chapter 5
Supporting Marketing
Decisions
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 10 in Chapter 5
Macroenvironmental
Trends 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 11 in Chapter 5
Macroenvironmental
Trends 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 12 in Chapter 5
Macroenvironmental
Trends 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 13 in Chapter 5
Macroenvironmental
Trends 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 14 in Chapter 5
Macroenvironmental
Trends 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 15 in Chapter 5
Macroenvironmental
Trends 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
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 16 in Chapter 5