Kotler Keller. Marketing Management. Donald Picauly, S.E., M.M.

Transkripsi

1 Phillip Kevin Lane Kotler Keller Marketing Management Donald Picauly, S.E., M.M.

2 Melaksanakan Riset Pemasaran Dan Meramalkan Permintaan

3 Pertanyaan pada bab ini 1. Apa yang membentuk riset pemasaran yang baik? 2. Apa metrik/ukuran terbaik untuk mengukur produktivitas pemasaran? 3. Bagaimana pemasar dapat mengetahui return on investment atas pengeluaran pemasarannya? 4. Bagaimana perusahaan dapat mengukur dan meramalkan permintaan secara lebih akurat Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 22

4 Sistem Riset Pemasaran Riset Pasar Pemahaman/gagasan Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 22

5 Riset Pemasaran Perancangan, pengumpulan, analisis, dan pelaporan data sistematis dan temuan-temuan yang relevan dengan situasi pemasaran tertentu yang dihadapi perusahaan.

6 Riset Kreatif Memeriksa Pesaing Menggunakan internet Pesaing Mitra/Partner Pemasaran Proyek mahasiswa Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 22

7 Proses Riset Pemasaran Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 22

8 Step 1: Definisikan Masalah Fokus Riset Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 22

9 Step 2: Mengembangkan Rencana Riset Sumber Data Data Sekunder Data Primer Pendekatan Riset Observasi Focus groups Survey Data Perilaku Eksperimen Rencana Pengambilan Sampel Metode Kontak Instrumen Riset Kuesioner Pengukuran Kualitatif Peralatan Teknologi Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 22

10 Step 3: Mengumpulkan Informasi Online surveys Telephone surveys Interviews In-home surveys Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 22

11 Step 4: Menganalisis Informasi Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 22

12 Step 5: Mempresentasikan Temuan Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 22

13 Step 6: Mengambil Keputusan Riset Keputusan Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 22

14 Karakteristik Riset Pemasaran Yang Baik 1. Metode ilmiah 2. Kreativitas riset 3. Beragam metode 4. Ketergantungan antar model dan data 5. Nilai dan biaya informasi 6. Skeptisisme yang sehat 7. Pemasaran yang etis Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 22

15 Mantan eksekutif riset pemasaran untuk General Foods menyimpulkan bahwa Star Wars akan gagal di box office. Film ini mendapatkan $4,3 miliar di box office Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 22

16 Mengukur Produktivitas Pemasaran Marketing-mix modeling/pemodelan Bauran Pemasaran Marketing metrics/ Ukuran Pemasaran Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 22

17 Ukuran Pemasaran/Marketing Metrics Mengukur Menafsirkan Membandingkan Kinerja Pemasaran Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 22

18 Ukuran Pemasaran / Marketing Metrics External Awareness Market share Relative price Number of complaints Consumer satisfaction Total number of customers Perceived quality/esteem Loyalty/retention Relative perceived quality Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 22

19 Pemodelan Bauran Pemasaran/Marketing-Mix Modeling Awareness Expenditure Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 22

20 Papan Kendali Pemasaran/Marketing Dashboards Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 22

21 Pola Pengukuran Pemasaran Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 22

22 Contoh Marketing Dashboard Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 22

23 Peramalan dan Pengukuran Permintaan Pasar - Ukuran - Pertumbuhan - Potensi Keuntungan Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 22

24 Jenis Pasar Pasar Potensial Pasar yang Tersedia Pasar sasaran (target market) Penetrated Market Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 22

25 Sembilan Puluh Jenis Ukuran Permintaan Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 22

26 Pengukuran Permintaan Permintaan Pasar Permintaan Perusahaan Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 22

27 Fungsi Permintaan Pasar Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 22

28 Memperkirakan Permintaan Saat Ini Pembeli potensial Total potensi pasar X Rata2 kuantitas setiap pembelian X Rata2 harga Potensi pasar suatu wilayah Metode Chain-Ratio Average percentage of income spent on: Demand for new light beer = Population X Food X Beverages X Alcoholic beverages X Expected % of spending on Light beer Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 22

29 Memperkirakan Permintaan Masa Depan Pendapat Tenaga Penjual Intensi Pembeli Peramalan Analisis Penjualan Masa Lalu Pendapat Ahli Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 22