Materi Perkuliahan Manajemen Pemasaran Repository UNIKAMA

(1)

Sistem Informasi Pemasaran

dan Lingkungan Pemasaran

(2)

Supporting Marketing

Decisions



_{Sistem Informasi Pemasaran}

adalah : . . .

“orang, peralatan, prosedur dimana informasi dikumpulkan, dianalisa, didistribusikan secara akurat

(3)

Supporting Marketing

Decisions



_{Sistem Informasi Pemasaran terdiri}

dari :

(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

(5)

Supporting Marketing

Decisions



_{Sistem Intelejen Pemasaran}

“Merupakan prosedur dan sumberdaya yang digunakan manajer untuk

(6)

Supporting Marketing

Decisions



_{Sistem Intelejen Pemasaran}

– _{Manajer mengumpulkan informasi}

dari : buku, koran, publikasi kamar dagang, berbicara dengan

(7)

Supporting Marketing

Decisions

 _{Proses Penelitian Pemasaran :}

– Mendefinisikan masalah dan tujuan :

– _{Mengembangkan rencana penelitian} – _{Mengumpulkan informasi}

– Menganalsia informasi

– Menyampaikan temuan

(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

(9)

Supporting Marketing

Decisions



_{Approaches for primary data}

collection include:

– Observational research

– Focus-group research

– Survey research

– _{Behavioral data}

(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

(11)

Macroenvironmental

Trends and Forces

 _{Demographic Environment}

– _{Worldwide population growth} – _{Population age mix}

– _{Ethnic markets}

– _{Educational groups} – _{Household patterns}

(12)

Macroenvironmental

Trends and Forces



_{Economic Environment}

– _{Income distribution}

– _{Savings, debt, and credit}

(13)

Macroenvironmental

Trends and Forces



_{Natural Environment}

– _{Shortage of raw materials} – _{Increased energy costs}

– _{Anti-pollution pressures}

(14)

Macroenvironmental

Trends and Forces



_{Technological Environment}

– _{Accelerating pace of technological}

change

– _{Unlimited opportunities for}

innovation

– _{Varying R&D budgets} – Increased regulation of

(15)

Macroenvironmental

Trends and Forces



_{Political-Legal Environment}

(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