1 Pertemuan 18 Understanding Internet Marketing Planning Matakuliah: J0324/Sistem e-Bisnis Tahun: 2005 Versi: 02/02

2 Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : menunjukkan strategi perencanaan pemasaran di Internet

3 Outline Materi Central Role of Marketing Planning Competitive Advantage and The Internet The Internet Affect Planning Internet Business Models

4 Defining the Problem & Research Objectives Exploratory Research Descriptive Research Causal Research Test cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Sheds light on problem - suggest solutions or new ideas. Ascertain magnitudes.

5 Research Approaches Behavioral Focus-group Survey Experimental Observational

6 Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line –Associations –Business Information

7 The Marketing Research Process Defining the problem and researchobjectives Developing the research plan Collect the information Analyze the information Present the findings

8 Good Marketing Research:  Is scientific  Is creative  Uses multiple methods  Realizes the interdependence of models & data  Acknowledges the cost & value of information  Maintains “healthy” skepticism  Is ethical

9 Ninety Types of Demand Measurement (6 x 5 x 3) All sales Company sales Product line sales Product form sales Product item sales Industry sales Product level level Territory Region U.S.A. Customer World Spacelevel Short runMedium runLong run Time level

10 Demand Market Demand Company Demand

11 Estimating Current Demand Total Market Potential Area Market Potential Industry Sales Market Share

12 Estimating Future Demand Survey of Buyers’ Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test Method

13 Philip (2000). Marketing Management. The Millennium Edition (Tenth Edition). Prentice Hall. PPT for Chapter : 8