Phillip
Kevin Lane
Kotler • Keller Marketing Management • Donald Picauly, S.E., M.M.
[email protected]
Melaksanakan Riset Pemasaran Dan Meramalkan Permintaan
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
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Sistem Riset Pemasaran Riset Pasar
Pemahaman/gagasan
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Riset Pemasaran Perancangan, pengumpulan, analisis, dan pelaporan data sistematis dan temuan-temuan yang relevan dengan situasi pemasaran tertentu yang dihadapi perusahaan.
Riset Kreatif Memeriksa Pesaing
Menggunakan internet
Pesaing
Mitra/Partner Pemasaran
Proyek mahasiswa Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Proses Riset Pemasaran
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Step 1: Definisikan Masalah Fokus Riset
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Step 2: Mengembangkan Rencana Riset
Sumber Data • Data Sekunder • Data Primer
Rencana Pengambilan Sampel Metode Kontak Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Pendekatan Riset • Observasi • Focus groups • Survey • Data Perilaku • Eksperimen
Instrumen Riset • Kuesioner • Pengukuran Kualitatif • Peralatan Teknologi Slide 9 of 22
Step 3: Mengumpulkan Informasi Online surveys
Telephone surveys
Interviews In-home surveys Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Step 4: Menganalisis Informasi
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Step 5: Mempresentasikan Temuan
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Step 6: Mengambil Keputusan Riset
Keputusan
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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
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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
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Mengukur Produktivitas Pemasaran Marketing-mix modeling/Pemodelan Bauran Pemasaran
Marketing metrics/ Ukuran Pemasaran Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Ukuran Pemasaran/Marketing Metrics Mengukur
Kinerja Pemasaran
Membandingkan
Menafsirkan
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Ukuran Pemasaran / Marketing Metrics
External • • • • • • • • •
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Awareness Market share Relative price Number of complaints Consumer satisfaction Total number of customers Perceived quality/esteem Loyalty/retention Relative perceived quality
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Pemodelan Bauran Pemasaran/Marketing-Mix Modeling
Awareness
Expenditure
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Papan Kendali Pemasaran/Marketing Dashboards
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Pola Pengukuran Pemasaran
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Contoh Marketing Dashboard
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Peramalan dan Pengukuran Permintaan Pasar - Ukuran - Pertumbuhan - Potensi Keuntungan
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Jenis Pasar Pasar Potensial Pasar yang Tersedia Pasar sasaran (target market)
Penetrated Market
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Sembilan Puluh Jenis Ukuran Permintaan
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Pengukuran Permintaan Permintaan Pasar
Permintaan Perusahaan Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Fungsi Permintaan Pasar
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Memperkirakan Permintaan Saat Ini Potensi pasar suatu wilayah Total potensi pasar Pembeli potensial
X
Rata2 kuantitas setiap pembelian
X
Rata2 harga
Metode Chain-Ratio Average percentage of income spent on: Demand for new light beer
= Population X
Food
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X
Beverages
X
Alcoholic beverages
Expected % of X spending on Light beer
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Memperkirakan Permintaan Masa Depan
Pendapat Tenaga Penjual
Intensi Pembeli
Analisis Penjualan Masa Lalu Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Peramalan
Pendapat Ahli Slide 29 of 22
