TUGAS RESUMEMARKETING MANAGEMENTCHAPTER 3 & 4KELOMPOK 1 :Achmad ZainudinKacung Abdullah

Dosen : Dr. Ayu EkasariKelas : B

Chapter 3#Collecting Information and Forecasting Demand

Information Needs Probes• What decisions do you regularly make?• What information do you need to make these decisions?• What information do you regularly get?• What special studies do you periodically request?• What information would you want that you are not getting

now?• What information do you want daily? Weekly? Monthly?

Yearly?• What online or offline newsletters, briefings, blogs, reports,

or magazines would you like to see on a regular basis?• What topics would you like to be kept informed of?• What data analysis and reporting programs would you want?• What are the four most helpful improvements that could be

made in the present marketing information system?

Marketing Information System

• Merupakan alat bantu untuk membuat marketing decisions.

• Adalah suatu sistem yang terdiri dari orang, peralatan, dan prosedur untuk mengumpulkan, memilah, menganalisis, mengevaluasi, dan mendistribusikan data dan atau informasi dg tepat waktu dan akurat kepada pembuat keputusan pemasaran.

• MIS Systems menyajikan informasi ttg perilaku pasar dan kecenderungan (keinginan dan kebutuhan) konsumen terhadap barang/jasa tertentu.

• Semakin lengkap dan beragam informasi terhadap pola konsumsi yang dikumpulkan dari konsumen, maka semakin valid dan reliabel dalam mengambil keputusan.

• Terdiri dari data statistik primer maupun sekunder, Survey dan pengamatan lapangan, Interaksi dengan konsumen (feedbacks), Observasi kompetitor.

Komponen-komponen dalam MIS

Internal Records, Marketing Intelligence, and Marketing Research systems : Order to payment cycle Sales information system Databases, data warehousing, data mining (to

obtain information about pertinent developments in the marketing environments).

Marketing intelligence system Systematic design, collection, analyisis, reporting

data, findings relevant to a specific marketing situation.

Opportunity that could be identified from Needs and Trends

Fad : adalah sesuatu yang tidak dapat diperkirakan, berumur pendek dan tanpa signifikansi sosial, ekonomi dan politik (Philip Kotler, Manajemen Pemasaran).

Trend : adalah arah atau urutan kejadian yang mempunyai momentum. Trend lebih mudah diperkirakan dan lebih berlangsung lama dibandingkan fad (Philip Kotler, Manajemen Pemasaran).

Megatrend : adalah suatu perubahan besar dalam sosial, ekonomi, politik dan teknologi yang lambat terbentuk dan setelah terjadi perubahan tersebut dapat berpengaruh dalam jangka waktu yang lama. (Philip Kotler, Manajemen Pemasaran)

Monitors Environmental Forces

Demographic Economic Socio-Cultural Natural Technological Political-Legal

Population and Demographics

• Population growth• Changing mix of age• Ethnic composition markets• Educational levels of population groups• Household patterns (rise of non-traditional

family)• Large geographical shifts

Marketers need to be focus on

1. Economic Arena (Income Distribution, Savings, Debt, and Credit availability)

2. Social Cultural Arena (market products that correspond to society’s core and secondary values)

3. Natural Environment Arena (aware of the public’s increased concern about the health and the environment)

4. Technological Arena (Pace of change, opport. for innovation of technologies, Varying R n D budgets, and the increased governmental regulation brought about).

5. Political legal environment (Increase in business legislation and growth of special interest groups)

Forecasting and Demand Measurements

1. Market Demand : merupakan jumlah total yang akan dibeli oleh group konsumen yang berada pada area geografis, periode waktu, lingkungan pemasaran dan program pemasaran yang telah ditentukan. Sedangkan utk mengukur permintaan pasar, dapat dilakukan analisis sbg berikut:• Potential Market : merupakan kumpulan konsumen yang

mempunyai ketertarikan yang cukup terhadap penawaran pasar. Namun, keterterikan mereka belum cukup untuk didefinisikan sebagai pasar sampai mereka memiliki pendapatan dan akses terhadap produk.

• Available Market : merupakan kumpulan konsumen yang memiliki ketertarikan, pendapatan dan akses terhadap produk. Konsumen yang mempunyai pendapatan, akses dan kualifikasi yang sesuai dengan penawaran pasar disebut dengan Qualified Available Market.

• Target Market : merupakan bagian dari qualified available market dimana perusahaan memutuskan untuk memproses ke tahapan selanjutnya.

• Penetrated Market : merupakan kumpulan dari konsumen yang membeli produk yang ditawarkan oleh perusahaan.

• Estimating Current Demand • Estimating Future Demand

2. Industry Sales and Market Shares• Disamping menghitung total potensi permintaan,

perusahaan perlu mengetahui penjualan produk/jasa aktual di dalam pasar. Hal tersebut diperlukan untuk mengidentifikasi kompetitor dan menghitung barang/jasa yang laku di pasar.

• Hal ini juga dapat membantu perusahaan memproyeksikan permintaan di masa yang akan datang dan respon konsumen terhadap suatu produk/jasa tsb.

Figure of Ninety Types of Demand Measurement

Figure of Market Demand Functions

Figure of Market Demand Functions

Chapter 4#Conducting Marketing Research

What is Marketing Research?

Marketing Research is the systematic design, collection, analyisis, and reporting of data and findings relevant to a specific marketing situation facing the company

Types of Research in Marketing

• Qualitative Research • Qualitative measures (word association,

projective techniques, visualization, brand personification, laddering)

• Quantitatvie Research

The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Makedecision

Step 1: Define the problem

• Define the problem• CMO and researchers must work closely

together to define the problem and agree on research objectives

• Specify decision alternatives• After the problem had been defined carefully,

the manager must sat research objectives• State research objectives

• exploratory research • descriptive research • causal research

Step 2: Develop the research plan

• Data sources• Research approach• Research instrumens• Sampling plan• Contact Methods

Primary data collection• The company must also collect primary

data• Managers need to make sure that it

should be relevant, accurate, current and unbiased

• To design a plan for primary data collection a number of decisions should be taken into consideration :• Research approaches (observational

research, survey research, experimental research)

• Contact methods (mail, telephone, personal interviewing, online interviewing)

• Sampling plan (Who is to be surveyed ?, how many people should be surveyed?, How should the respondents be choosen?)

• Research instruments (Questionnaire, Mechanical Devices, Technological devices = galvanometers,audiometers, eye cameras, audiometers, GPS)

Types of Marketing Research Firms

• Syndicated-service : Gather consumer and trade information, wich they sell for a fee.

• Custom : Carry out specific projects, design the study and report the findings.

• Specialty line : Provide specialized research services, e.g. field interviewing service to other firms.

Marketing Research Complete Flow Process

Thank you