managing marketing information to gain customer insights
TRANSCRIPT
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Chapter 4- slide 1Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Managing Marketing Information to Gain Consumer Insight
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Learning Objectives
Assessing Marketing Information Needs
Developing Marketing Information
Marketing Research
Topic Outline
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Marketing Information and Customer Insights
Customer Insights adalah pemahaman terbaru dari pelanggan dan pasar yang berasal dari informasi pemasaran yang menjadi dasar untuk menciptakan nilai pelanggan dan hubungan dengan pelanggan.
Marketing information system (MIS) Terdiri dari orang-orang dan prosedur-prosedur untuk: Menilai kebutuhan informasi Mengembangkan informasi yang dibutuhkan Membantu pengambilan keputusan dengan
menggunakan informasi tersebut
Marketing Information Systems (MIS)
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Chapter 4- slide 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Information and Customer Insights
The marketing information system:
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Menilai Kebutuhan Informasi
MIS provides Informasi kepada pemasaran perusahaan dan manajer lain dan juga mitra eksternal seperti pemasok, resseller, dan lembaga-lembaga pelayanan pemasaran lainnya.
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Menilai Kebutuhan Informasi Pemasaran
Menyeimbangkan antara informasi apa yang pengguna ingin miliki terhadap apa yang mereka butuhkan dan apa yang layak mereka tawarkan.
Characteristics of a Good MIS
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Developing Marketing Information
Marketers obtain information from
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Mengembangkan Informasi Pemasaran
Internal databases koleksi elektronik informasi konsumen dan pasar yang diperoleh dari sumber data dalam jaringan perusahaan
Internal Data
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Mengembangkan Informasi Pemasaran
Marketing intelligence adalah pengumpulan sistematis dan analisis dari informasi publik tentang konsumen, pesaing, dan perkembangan di pasar
Marketing Intelligence
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Mengembangkan Informasi Pemasaran
Marketing research adalah desain sistematis, pengumpulan, analisis, dan pelaporan data yang relevan dengan situasi pemasaran tertentu yang dihadapi organisasi
Marketing Research
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Marketing Research Process
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Marketing Research
1. Defining the Problem and Research Objectives
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Chapter 4- slide 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Research
1. Defining the Problem and Research Objectives
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Menguraikan sumber data yang ada Merinci pendekatan spesifik penelitian,
metode kontak, rencana pengambilan sampel, dan instrumen untuk mengumpulkan data
Marketing ResearchDeveloping the Research Plan
Developing Marketing Information
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Developing Marketing Information
Secondary data terdiri dari informasi yang sudah ada di suatu tempat, yang telah dikumpulkan untuk tujuan lain
Primary data terdiri dari informasi yang dikumpulkan untuk rencana penelitian khusus
Marketing ResearchDeveloping the Research Plan
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Secondary data
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Developing Marketing Information
Marketing Research
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Developing Marketing Information
Observational research melibatkan pengumpulan data primer dengan mengamati orang, tindakan, dan situasi yang relevan.
Ethnographic research melibatkan pengiriman pengamat terlatih untuk menonton dan berinteraksi dengan konsumen dalam lingkungan alam mereka
Market ResearchResearch Approaches
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Developing Marketing Information
Survey research adalah metode yang paling banyak digunakan dan terbaik untuk informasi pengetahuan deskriptif, sikap, preferensi, dan perilaku pembelianFleksibelOrang bisa mampu atau tidak mau menjawabMemberikan jawaban yang menyesatkan atau menyenangkanMasalah privasi
Market ResearchResearch Approaches
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Developing Marketing Information
Experimental research yang terbaik untuk mengumpulkan informasi kausal (hubungan sebab-akibat)
Market ResearchResearch Approaches
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Developing Marketing Information
Focus GroupsEnam sampai 10 orang dengan moderator terlatihTantangan
Mahal Sulit untuk generalisasi dari kelompok kecil Konsumen tidak selalu terbuka dan jujur
Marketing ResearchContact Methods
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Developing Marketing InformationMarketing Research
Contact Methods
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Developing Marketing InformationMarketing Research
Online Research
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Developing Marketing Information
Sample adalah segmen dari populasi yang dipilih untuk riset pemasaran untuk mewakili populasi secara keseluruhan Siapa yang akan disurvei? Berapa banyak orang yang harus disurvei? Bagaimana seharusnya orang-orang terpilih?
Marketing ResearchSampling Plan
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Developing Marketing Information
Marketing ResearchResearch Instruments
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Developing Marketing Information
Closed-end questions biasanya hanya menghasilkan jawaban singkat, terbatas dan respon yang datar dari narasumber Memberikan jawaban yang lebih mudah untuk
ditafsirkan dan ditabulasi Open-end menggambarkan berbagai pilihan
bagi orang yang diwawancarai untuk merespons Sangat berguna untuk penelitian eksplorasi
Marketing ResearchResearch Instruments - Questionnaires
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Developing Marketing Information
Marketing ResearchResearch Instruments
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Developing Marketing Information
Marketing Research3. Implementing the Research Plan
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Developing Marketing Information
Marketing Research4. Interpreting & reporting the findings
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Chapter 4- slide 30Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Analyzing and Using Marketing Information Analyzing and using marketing information:
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Chapter 4- slide 31Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Other Marketing Information Considerations
Riset pemasaran dalam usaha kecil dan organisasi nirlaba
Riset pemasaran internasional Kebijakan publik dan etika dalam riset
pemasaran Intrusi pada privasi konsumen Penyalahgunaan temuan penelitian
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Chapter 4- slide 32Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall