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

1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

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

12. 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

13. 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

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

15. 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