Seventeenth Edition
Chapter 4
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Learning Objectives
4-1 Pentingnya informasi dalam memperoleh wawasan tentang
pasar dan pelanggan
4-2 Sistem Informasi Pemasaran.
4-3 Langkah-langkah riset Pemasaran.
4-4 Bagaimana perusahaan menganalisis dan menggunakan
informasi pemasaran.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Learning Objective 1
Pentingnya informasi dalam memperoleh wawasan tentang pasar dan
pelanggan
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Information and
Customer Insights
Customer Insights (wawasan pelanggan) adalah
pemahaman baru berbasis informasi pemasaran
tentang pelanggan dan pasar yang menjadi dasar
untuk menciptakan nilai pelanggan, keterlibatan,
dan hubungan.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Information and Customer Insights
Customer insights
• Fresh and deep insights tentang kebutuhan dan keinginan pelanggan.
• Penting namun sulit didapatkan
Kebutuhan dan motif pembelian tidak jelas.
Pelanggan biasanya tidak dapat memberi tahu apa dan mengapa.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Information and Customer Insights
Managing Marketing Information
• Perusahaan biasanya membentuk sebuah customer
insights teams
Sertakan semua area fungsional dalam perusahaan
Kumpulkan informasi dari berbagai sumber
Gunakan wawasan untuk menciptakan nilai lebih bagi
pelanggan
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Information and Customer Insights
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Learning Objective 2
Sistem Informasi Pemasaran
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Information and Customer Insights
Managing Marketing Information
Marketing information system (MIS) terdiri dari orang-orang,
peralatan, dan prosedur untuk mengumpulkan, memilah,
menganalisis, mengevaluasi dan mendisribusikan informasi yang
dibutuhkan, tepat waktu dan akurat bagi pengambilan keputusan
pemasaran.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Assessing Marketing Information Needs
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Assessing Marketing Information Needs
Characteristics of a Good MIS
User’s
Needs
MIS
Offerings
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Developing Marketing Information
Pemasar mendapatkan informasi dari:
Internal data
Marketing intelligence
Marketing research
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
x
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Developing Marketing Information
Competitive Marketing Intelligence
Competitive marketing intelligence pengumpulan dan analisis sistematis
dari informasi yang tersedia untuk umum tentang konsumen, pesaing, dan
perkembangan dalam lingkungan pemasaran.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Learning Objective 3
Langkah-langkah Riset Pemasaran
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Research
Marketing research - Riset pemasaran adalah desain sistematis,
pengumpulan, analisis, dan pelaporan data yang relevan dengan situasi
pemasaran tertentu yang dihadapi organisasi.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Research
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Research
Mendefinisikan Masalah dan Tujuan Penelitian
Penelitian Eksplorasi
Penelitian Deskriptif
Penelitian Kausal
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Research
Developing the Research Plan
• Menguraikan sumber data yang ada
• Menjelaskan pendekatan penelitian
khusus, metode kontak, rencana
pengambilan sampel, dan instrumen
untuk mengumpulkan data
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Research
Developing the Research Plan
Management
problem
Research objectives
Information needed
Budget
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Research
Developing the Research Plan
Secondary data - Data sekunder adalah informasi yang sudah ada di suatu tempat,
dikumpulkan untuk tujuan lain.
.
Primary data Data primer adalah informasi yang dikumpulkan untuk tujuan tertentu yang ada.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Research
Gathering Secondary Data
Kelebihan Kekurangan
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Research
Primary Data Collection
Research Approaches
Contact Methods
Sampling Plan
Research Instruments
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Marketing Research
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Learning Objective 4
Bagaimana perusahaan menganalisis dan menggunakan informasi
pemasaran.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Analyzing and Using Marketing Information
Customer Relationship Management (CRM)
CRM melibatkan pengelolaan informasi terperinci tentang pelanggan individu
dan dengan hati-hati mengelola titik kontak pelanggan untuk memaksimalkan
loyalitas pelanggan.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Analyzing and Using Marketing Information
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Analyzing and Using Marketing Information
Distributing and Using Marketing Information
Information distribution melibatkan penyediaan informasi secara tepat
waktu, cara yang ramah pengguna.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.