Mengumpulkan Informasi
dan Meramalkan Permintaan
5 Topik Pembahasan
1. Components of a modern marketing information system
2. Internal Records
3. Marketing Intelligence System
4. Analyzing the Macroenvironment
5. Forecasting and Demand Measurement
1. Components of a modern marketing
information system
Marketing Information System (MIS)
Sistem informasi pemasaran terdiri dari pengguna, peralatan, dan
prosedur untuk mengumpulkan, mensortir, menganalisa,
mengevaluasi, dan mendistribusikan informasi yang dibutuhkan
kebutuhan pada waktu yang tepat secara akurat untuk para
pembuat keputusan pemasaran
Marketing Information System
- Pengguna - - Alat - - Prosedur -
People Equipment Procedure
Marketing Information System
< <
3 4 5
Gather Sort Analyze Evaluate Distribute
2. Internal Records
Internal Records
• The Order-to-Payment • Sales information • Databases,
Cycle—send orders, system—timely and warehousing, data
prepares invoices, accurate reports on mining--customer,
transmit copies to current sales product, and salesperson
various departments,
and back-orders out-of- and combine data from
stock items the different databases.
3. Marketing Intelligence
Marketing Intelligence
• a set of procedures and sources that managers use to obtain
everyday information about developments in the marketing
environment.
• The internal records system supplies results data, but the
marketing intelligence system supplies happenings data
Langkah
untuk Meningkatkan Marketing Intelligence
• Train sales force to scan for • Utilize a customer advisory
new developments (make panel (representative
intelligence gathering customers or company’s
important to salespeople) largest customers)
• Motivate channel members • Utilize government data
to share intelligence (hire
specialists to gather sources (U.S. Census data, etc.)
marketing intelligence— • Collect customer feedback
mystery shoppers) online (online customer
• Network externally review boards, discussion
(purchase competitors’ forums, chat rooms, and blogs)
products; attend open houses
and trade shows; read • Purchase information (A.C.
competitors’ published Nielsen Company and other
reports; etc.) information sources)
Secondary Commercial Data Sources
• Nielsen—data on products and brands sold through retail
outlets, supermarket scanner data, television audiences.
• MRCA (Medium Resolution Coverage Area)—data on weekly
family purchases of consumer products, and home food
consumption.
• Information Resources—supermarket scanner data and data on
the impact of supermarket promotions.
• SAMI/Burke—reports on warehouse withdrawals to food store
in selected market areas and supermarket scan data.
• Simmons—annual reports covering television markets, television
markets, sporting goods, and proprietary drugs with
demographic data by sex, income, age, and brand preferences.
• Arbitron—selling data to subscribers.
Mengumpulkan Marketing Intelligence
dari Internet
• Forum independen konsumen
• Website distributor atau sales agent
• Website Review pelanggan dan Opini ahli
• Website Komplain konsumen
• Public blogs
4. Analyzing the Macroenvironment
Needs and Trends
• Fad—tidak terprediksi, singkat tanpa pengaruh social, economic,
dan political.
• Trends—petunjuk atau rangkaian keadaan yang memiliki
momentum dan daya tahan.
• Megatrends—perubahan besar pada sosial, economic, political,
dan teknologi
Environment
• Demographic
• Economic
• Socio-cultural
• Natural
• Technological
• Political-legal
Demographics Environment
• Population growth • Educational groups
• Population age mix • Household patterns
• Ethnic markets
Economic Environment
• Consumer Psychology
• Income Distribution
• Income, Savings, Debt and Credit
Jenis Struktur Industri
Industrial Industrializing
Economies Economies
(Japan, Germany) (India Egypt)
2. Raw-material-
1. Subsistence
exporting
Economies
Economies
(papua new guinea)
(Saudi)
Social-Cultural Environment
• Pandangan terhadapn diri (pleasure seeker, self-realization, etc.)
• Pandangan terhadap sesama (concern about homeless, crime, victims,
social surrogates—television, home video games, etc.)
• Pandangan terhadap organisasi (company downsizing and corporate
accounting scandals, etc.)
• Pandangan terhadap masyarakat (defend society—preservers; run it—
makers; can get from—takers; change it—changers; looking for something
deeper—seekers; leave it--escapers
• Pandangan terhadap alam(nature’s fragility and finiteness)
• Pandangan terhadap semesta (religious, etc.)
Natural Environment
Kekurangan bahan baku
Peningkatan biaya energi
Tekanan anti-polusi
Perlindungan pemerintah
Technological Environment
Perubahan cepat
Peluang inovasi tak terbatas
Anggaran R&D yang beragam
Peraturan terhadap
perubahan teknologi
Political-Legal Environment
Peraturan bisnis
Pertumbuhan kelompok
dan kepentingan khusus
5. Forecasting and Demand
Measurement
Menghitung Permintaan Pasar
• The potential market is the set of consumers with a sufficient
level of interest in a market offer. But, their interest is not enough
to define a market unless they also have sufficient income and
access to the product.
• The available market is the set of consumers who have interest,
income, and access to a particular offer. The company or
government may restrict sales to certain groups; a state might ban
motorcycle sales to anyone under 21.
Kotler, P. and Keler, K.L. 2016, Marketing Management 15th edition. Pearson Prentice Hall, New Jersey
Istilah terkait Perhitungan Permintaan
• Market demand for a product is the total volume that would be bought
by a defined customer group in a defined geographical area in a defined
time period in a defined marketing environment under a defined
marketing program.
• Market Share, Market Penetration Index
• Market Forecast: Market Demand related to Level of Industry
Marketing Expenditure
• Market potential is the limit approached by market demand as
industry marketing expenditures approach infinity for a given
marketing environment.
• Company Demand, Company Sales Forecast, Company Sales
Potential
Total Market Potential
• maximum sales available to all firms in anindustry during a given
period, under a given level of industry marketing effort and
environmental conditions.
Coca Cola Zero
Menghitung Area Market Potential
• Market-Buildup Method -> B2B , List all potential buyers
• Multiple-Factor Index Method -> Consumers Market (not single
index)
Level income (bobot 50%)
Penjualan retail (Bobot 20%)
Populasi (Bobot 30%)
brand development index (BDI):how well a brand performs in a
market, compared with its average performance among all market
Estimating Future Demand
• Surveys of Buyers Potential
• Composite Sales Force Opinion
• Expert Opinion
• Past Sales
• Market-Test Method (percobaan peluncuran produk)
Referensi
• Kotler, P. and Keler, K.L. 2016, Marketing Management 15th edition. Pearson
Prentice Hall, New Jersey
• Kotler, P and Amstrong, G. 2018, Principles of Marketing, 17th edition,
International Edition, Prentice Hall, New Jersey
• Kotler, P. and Amstrong, G. 2003, Marketing, An Introduction 6th edition,
Prentice Hall
• Kartajaya, H. 2011. Hermawan Kartajaya on Marketing, Gramedia, Jakarta
• Maholtra, N. and Birks, D. 2007, Marketing Research: An Applied Orientation
3rd edition, Pearson Education
