KONSEP DASAR RISET PEMASARAN MUHAMMAD WADUD MINGGU KEDUA
POKOK BAHASAN • • • •
TUGAS MANAJER PEMASARAN RISET PEMASARAN PENELITIAN DASAR DAN TERAPAN LANGKAH-LANGKAH DALAM RISET PEMASARAN
TUGAS MANAJER IDENTIFIKASI PROBLEM DAN MENCARI SOLUSI
Pengambilan Keputusan
BEBERAPA PENDEKATAN PENGAMBILAN KEPUTUSAN • • • •
Rasional – Analitis Intuitif Politis – Perilaku ???
Langkah Rasional Dalam pengembilan keputusan • • • • • •
Identifikasi Masalah Mencari Informasi Mendapatkan alternatif Mengevaluasi dan menilai alternatif Memilih alternatif sebagai keputusan Tindak lanjut
Informasi • • • • •
Relevant Accurate Reliable Valid current
Sumber Informasi • Sistem Informasi. Jika tidak tersedia ? - Eksternal - Khusus/sangat spesifik ? Riset Bisnis / Pemasaran.
Mengapa Marketing Research? • Marketing: Alat yang digunakan untuk memuaskan pelanggan. The AMA defines marketing : “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” • Marketing Concept: Management philosophy stating that to satisfy organizational objectives, the wants and needs of target markets must be determined so that products can be created to satisfy those desires better than competitors do. • Marketing Research: Systematic and objective planning, gathering, recording, and analyzing of information to enhance the decision making of marketing managers.
A Classification of Marketing Research
Marketing Research Problem Identification Research
•Market Potential Research •Market Share Research •Image Research •Market Characteristics Research •Forecasting Research •Business Trends Research
Problem Solving Research
•Segmentation Research •Product Research •Pricing Research •Promotion Research •Distribution Research
PROBLEM IDENTIFICATION RESEARCH :
1. Membantu mengidentifikasi Problems yang mungkin tidak tampak di Permukaan atau belum hadir, yang mungkin saja akan menjadi masalah Di masa datang 2. Memberikan Information Marketing Environment dan 3 Membantu mendiagnosa Problem
EXAMPLES : PIP Pinting Sales tidak pernah baik. Dua segments utama : Rendah – end copy shops. Lebih Tinggi – more profitable commercial printers What ‘ s the Problem ? Image Study mengindikasikan potential problem. Result :Consumer’s mengira: End Copy Shops,
Tidak tahu PIP dapat melayani pencetakan ! Competitors Price wars Profit margins
More profitable commercial market. Repositioning : the world’s largest business printer
Survival
PROBLEM SOLVING RESEARCH
MENEMUKAN SOLUTION PENEMUAN DIGUNAKAN DALAM PENGAMBILAN KEPUTUSAN YANG AKAN MENYELESAIKAN PROBLEMA MARKETING YANG SPECIFIC
EXAMPLES : Ovaltine Wakes Up the Chocolate Drink Mix Market Popular selama the World War II era : a pre-bedtime drink, Market share hot chocolate mix (1960) The first response : bring back the popular characters used in the wartime advertisements. Result ?
Image pre-bedtime drink
Management employed marketing research to help develop their product. Brand Repositioning Research Result : Natural Ingredients = Healthy Food, Target Market : mothers 20-35 years Demand for instant beverage was increasing. Low - calorie version is accepted well,
Instant hot choco mix , Reduced calorie Ovaltine drink
TABLE 1.1 Problem Solving Research
Segmentation Research -
determine basis of segmentation establish market potential and responsiveness for various segments select target markets and create lifestyle profiles demography, media, and product image characteristics
Product Research -
test concept determine optimal product design package tests product modification brand positioning and repositioning test marketing control store tests
TABLE 1.1 (Cont.) Problem Solving Research
Pricing Research -
importance of price in brand selection pricing policies product line pricing price elasticity of demand initiating and responding to price changes
Promotional Research -
-
optimal promotional budget sales promotion relationship optimal promotional mix copy decisions media decisions creative advertising testing claim substantiation evaluation of advertising effectiveness
TABLE 1.1 (Cont.) Problem Solving Research
Distribution Research -
-
determine type of distribution attitudes of channel members intensity of wholesale and retail coverage channel margins location of retail and wholesale outlets
Applied versus Basic Research • Research: Systematic and objective investigation of a subject or problem to discover relevant information or principles. • Basic research: Provides information about a phenomenon or tests a theory or hypothesis (does not solve a specific problem). • Applied research: Problem-specific research that focuses on helping managers resolve specific problems.
Who Uses Marketing Research? • Company lacking information about its markets. • AMA study revealed the average marketing research budget was $1.9 million for marketing research departments. • Consumer and industrial manufacturers, advertising agencies, and retailers/wholesalers spend about 1.2% of sales on marketing research. Financial services, publishers/broadcasters, health services, and utilities spend about 0.6%.
The Role of Marketing Research in Marketing Decision Making Uncontrollable Environmental Factors • Economy • Technology • Competition • Laws and Regulation • Social and Cultural Factors • Political Factors
Assessing Information Needs
Customer Groups • Consumers • Employees • Channel Members • Suppliers
• • • •
Controllable Marketing Variables Product Pricing Promotion Distribution
Marketing Research Marketing Decision Making
Marketing Managers •Market Segmentation •Marketing Programs •Target Market Selection •Performance and Control
Providing Information
The Marketing Research Process Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report
MARKETING RESEARCH DI BARAT
1 Riset yang maju & rumit membutuhkan Konsultan Profesional 2 Para pengambil keputusan mendengarkan suara pelanggan melalui kuesioner, yang dibuat oleh konsultan yang mungkin belum pernah mereka kenal dan berbicara dengan pelanggan yang belum pernah mereka lihat
MARKETING RESEARCH DI TIMUR
1. Teknik yang rumit bukan jawaban yang tepat, yang lebih tepat adalah dekat dengan pelanggan. 2. Mendengarkan suara pelanggan melalui periset yang terdiri dari para manajernya sendiri dan dilakukan di tempat kejadian.
MARKETING RESEARCH DI BARAT
MARKETING RESEARCH DI TIMUR INFORMASI DIDAPAT DARI
RAPAT MINGGUAN
4. Pengendalian 1. Rencana
3. Analisa
majalah industri & perilaku konsumen surat kabar, sindikasi, survey dan kelompok fokus, kunjungan manajer mahasiswa
2. Laksanakan
Manajer mengumpulkan data, analisis dan menyampaikannya
MARKETING RESEARCH DI BARAT PERTANYAAN : Jelas dan transparan
1. 2. 3. 4.
Diskusi hierarki kebutuhan konsumen Tahap pengambilan keputusan pembelian Pengaruh berbagai faktor dalam pembelian Perasaan pasca beli.
cabang-cabang lokal merupakan pusat keuntungan, laporan riset ke markas besar lebih difokuskan pada: pelacakan pasar dan analisis penjualan yang diringkas. Akibatnya data bias, dan pusat tidak mengenal daerahnya.
MARKETING RESEARCH DI TIMUR PERTANYAAN & PENGAMATAN PERILAKU KONSUMEN
1. Keinginan pelanggan masa kini dan depan. 2. Mengobrol dan mendengarkan pelanggan. Macam produk dan jasa apa yang dibutuhkan konsumen?? Permasalahan yang dihadapi sewaktu memakai produk ‘ bagaimana agar produk lebih sempurna Mereka tidak biasa : ’mengapa ? Atau mau apa? Karena seringkali, perasaan yang tak terucapkan
FILOSOFI MANUSIA & MARKETING DI BARAT Perilaku manusia
Bebas
Transaksi
Pertukaran diantara orangorang yang berfikiran sama sebuah negosiasi
Keberhasilan negosiasi
Kebanggaan dirinya diperatuhkan, kegagalan dianggap sebagai kegagalan pribadi, mencapai kesepakatan merupakan keunggulan pribadi
Keadaan Penjualan : semi konfrontatif keyakinan diri dan mengesankan kepercayaan
FILOSOFI MANUSIA & MARKETING DI TIMUR Perilaku manusia Transaksi
Keberhasil an negosiasi
1.Bebas dan independen adalah mustahil. 2.Harus ada yang mengalah Penjual berada di posisi lemah, kecuali monopolis. Pembeli yang berkuasa. Kegagalan dan keberhasilan merupakan suatu hasil dari seluruh perusahaan
Fokus pada penawaran produknya
