Phillip
Kevin Lane
Kotler • Keller Marketing Management • Donald Picauly, S.E., M.M.
[email protected]
Mengumpulkan informasi dan memindai lingkungan
Pertanyaan pada bab ini 1. Apa komponen sistem informasi pemasaran modern? 2. Apa catatan internal yang bermanfaat? 3. Apa yang dilibatkan dalam sistem intelijen pemasaran? 4. Apa metode kunci untuk menelusuri dan mengidentifikasi peluang dalam lingkungan makro? 5. Apa perkembangan lingkungan makro yang penting?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Mengumpulkan Informasi Pelanggan
Kompetitor
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Faktor Eksternal
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Sistem Informasi Pemasaran People Procedures
Equipment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Sistem Informasi Pemasaran Catatan Internal
Riset Pemasaran
Insight
Intelijen Pemasaran Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Catatan Internal Siklus PesananPembayaran Databases / Data Mining (Penggalian Data)
Sistem Informasi Penjualan Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Intelijen Pemasaran Berita dan Publikasi Dagang
Memantau situs media sosial Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Bertemu dengan pelanggan, supplier, distributor, dan manajer
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Meningkatkan Intelijen Pemasaran Tenaga Penjual
Pakar Eksternal Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Membangun jaringan dalam industri
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Intelijen Pemasaran & Internet Forum Online Independent
Situs masukan dan saran dari distributor dan agen penjual Situs tinjauan pelanggan dan pendapat ahli
Situs Keluhan Pelanggan
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Menggunakan Intelijen Pemasaran Share Information
Quickly
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Menganalisis Lingkungan Makro
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Kebutuhan dan Tren
Megatrend Fad
Trend Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Kekuatan Lingkungan Utama
Demografis
Ekonomi Teknologi
Alam
Politik-Hukum Sosial Budaya
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Lingkungan Demografis Pertumbuhan Populasi Dunia Bauran Usia Populasi
Etnik dan Pasar Lainnya Kelompok Terdidik Pola Rumah Tangga
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Dunia sebagai suatu desa Jika dunia adalah sebuah desa yang berpenduduk 100 orang : 61 – Asian (20 Chinese, 17 Indian) 18 – Unable to read (33 have cell phones) 18 – Under 10 years of age (11 over 60 years old) 18 – Cars in the village 63 – Inadequate sanitation 67 – Non-Christian 30 – Unemployed or underemployed 53 – Live on less than $2 a day 26 – Smoke 14 – Obese 01 – Have AIDS Source: David J. Smith and Shelagh Armstrong, If the World Were a Village: A Book About the World’s People, 2nd ed. (Tonawanda, NY: Kids Can Press, 2002) Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Lingkungan Ekonomi
Consumer Psychology
Income Distribution Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Diri Sendiri
Alam
Orang Lain
Lingkungan Sosial Budaya Alam Semesta
Masyarakat
Organisasi Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Lingkungan Alam
Regulasi/Peraturan mengenai Lingkungan
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Lingkungan Teknologi Kecepatan Perubahan Yang Semakin Tinggi
Peluang Inovasi Yang Tak Terbatas Pengeluaran R&D
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Lingkungan Politik Hukum Instansi Pemerintah Hukum
Kelompok Kepentingan Khusus Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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