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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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