Sistem Informasi Pemasaran dan Lingkungan Pemasaran

1. Sistem Informasi Pemasaran dan Lingkungan Pemasaran To accompany A Framework for Marketing Management, 2nd Edition

2. Supporting Marketing Decisions • Sistem Informasi Pemasaran adalah : . . . “orang, peralatan, prosedur dimana informasi dikumpulkan, dianalisa, didistribusikan secara akurat untuk pengambilan keputusan pemasaran” To accompany A Framework for Marketing Management, 2nd Edition

3. Supporting Marketing Decisions • Sistem Informasi Pemasaran terdiri dari : • Sistem pencatatan internal • Sistem Intelejen Pemasaran • Sistem Riset Pemasaran To accompany A Framework for Marketing Management, 2nd Edition

4. 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 To accompany A Framework for Marketing Management, 2nd Edition

5. Supporting Marketing Decisions • Sistem Intelejen Pemasaran “Merupakan prosedur dan sumberdaya yang digunakan manajer untuk mendapatkan informasi harian tentang lingkungan pemasaran” To accompany A Framework for Marketing Management, 2nd Edition

6. Supporting Marketing Decisions • Sistem Intelejen Pemasaran • Manajer mengumpulkan informasi dari : buku, koran, publikasi kamar dagang, berbicara dengan pelanggan, pemasok, distributor, manajer perusahaan lain. To accompany A Framework for Marketing Management, 2nd Edition

7. Supporting Marketing Decisions • Proses Penelitian Pemasaran : • Mendefinisikan masalah dan tujuan : • Mengembangkan rencana penelitian • Mengumpulkan informasi • Menganalsia informasi • Menyampaikan temuan • Membuat keputusan To accompany A Framework for Marketing Management, 2nd Edition

8. 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 To accompany A Framework for Marketing Management, 2nd Edition

9. Supporting Marketing Decisions • Approaches for primary data collection include: • Observational research • Focus-group research • Survey research • Behavioral data • Experimental research To accompany A Framework for Marketing Management, 2nd Edition

10. 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.” To accompany A Framework for Marketing Management, 2nd Edition

11. Macroenvironmental Trends and Forces • Demographic Environment • Worldwide population growth • Population age mix • Ethnic markets • Educational groups • Household patterns • Geographic population shifts • Rise of micromarkets To accompany A Framework for Marketing Management, 2nd Edition

12. Macroenvironmental Trends and Forces • Economic Environment • Income distribution • Savings, debt, and credit availability To accompany A Framework for Marketing Management, 2nd Edition

13. Macroenvironmental Trends and Forces • Natural Environment • Shortage of raw materials • Increased energy costs • Anti-pollution pressures • Changing role of governments To accompany A Framework for Marketing Management, 2nd Edition

14. Macroenvironmental Trends and Forces • Technological Environment • Accelerating pace of technological change • Unlimited opportunities for innovation • Varying R&D budgets • Increased regulation of technological change To accompany A Framework for Marketing Management, 2nd Edition

15. Macroenvironmental Trends and Forces • Political-Legal Environment • Legislation regulating business • Growth of special interest groups To accompany A Framework for Marketing Management, 2nd Edition

16. 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 To accompany A Framework for Marketing Management, 2nd Edition