Internal Sources of Information External Sources of

Information

1.1 business and strategic CEO Customer

objectives
1.2 marketing and other Salesmen and marketer customer
business performance
1.3 comparative market Marketing Review customer
information
1.4 changes in technology CTO Newspaper
1.5 demographic changes Public Relation Data sensus
1.6 social and cultural factors Public Relation Big data
1.8 government activities and publications brought by Central Census reports
legislative changes and State Govts
1.9 industry trends Public Relation Internet
1.10 supplier data Data base Big data
Questions 1
For each of the following items, identify two (2) internal, sources within the organisation,
and two (2) external, sources outside the organisation, sources of information relevant to
forecasting market trends

Question 2 List two (2) legislation and two (2) regulations related to marketing. For each
legislation and regulation identified, briefly explain how this affects business practices.
Perundang undangan :

Commodities under supply-managed and regulated marketing systems are managed under a
complex regulatory system intended to provide fair and stable farm incomes and a continuous
supply of safe, high-quality products for consumers.

Bagaimana hal ini mempengaruhi praktik pemasaran bisnis

Pengeruh perundang undangan terhadap bisnis akan terasa karena peraturan dibuat untuk
menstabilkan sistem pemasaran, operasional dan praktik bisnis

Peraturan To achieve these goals, the marketing system requires varying degrees of federal and
provincial cooperation, along with interlocking legislation and regulations
Bagaimana hal ini memengaruhi praktik pemasaran bisnis?

Adanya perubahan konsep pemesanan dan pembatasan makan di tempat sehingga juka tidak di
manage dengan baik akan menimbulkan penurunan kinerja, omset dan yang lainnya

Question 3 List four (4) software applications used for business analysis – two (2) for
quantitative analysis and two (2) for qualitative analysis. For each application listed,
outline two (2) key features useful for market analysis. Bullet points will suffice.

software application for quantitative analysis

Statistical Package for Social Science (SPSS)

SPSS is the most popular quantitative analysis software program used by social scientists. Made
and sold by IBM, it is comprehensive, flexible, and can be used with almost any type of data file.
However, it is especially useful for analyzing large-scale survey data.

It can be used to generate tabulated reports, charts, and plots of distributions and trends, as well
as generate descriptive statistics such as means, medians, modes and frequencies in addition to
more complex statistical analyses like regression models.

Question 4 Briefly describe the following statistical concepts, methods, techniques and
reporting formats commonly used in marketing.
Statistical Concepts, Methods, Techniques and Description
Reporting Formats Commonly Used in
Marketing
1) Conversion Rate of Leads to Sales
2) Measures of Central Tendency
3) Measures of Dispersion
The conversion rate from marketing-qualified
leads to sales-accepted lead jumps to nearly 60
percent, and more than 50 percent of those
make it to the sales-qualified lead stage. The
final conversion — from sales-qualified lead to
actual sale — reaches nearly
The most common measures of central
tendency are the arithmetic mean, the median,
and the mode. A middle tendency can be
calculated for either a finite set of values or for
a theoretical distribution, such as the normal
distribution.
Dispersion is the state of getting dispersed or
spread. Statistical dispersion means the extent
to which a numerical data is likely to vary
about an average value. In other words,
dispersion helps to understand the distribution

4) Nature and Degree of Relationship Between Correlation between variables can be positive
Variable
5) Net Response Rate
6) Normal Distribution Probability Curve
7) Sampling
8) Speed of Response Curve
9) Recency or Frequency Grids
of the data.
or negative. Positive correlation implies an
increase of one quantity causes an increase in
the other whereas in negative correlation, an
increase in one variable will cause a decrease
in the other. It is important to understand the
relationship between variables to draw the right
conclusions.
net response. gross response ( see response
rate) to a mailing minus unpaid credit orders
and cancellations. Net response may also be
expressed as the total cash orders plus paid
credit orders. The success of a sales promotion
is measured in terms of net response, which is
a more accurate measure than gross response.
Probability is a number from 0.00 to 1.00 that
represents the chance that an event will occur.
A probability of 1.00 means the event will
always occur. A probability of 0.00 means the
event will never occur. It's also common to talk
about the chance of occurrence, which is
commonly described by percentage figures
between 0.0% and 100.0%.Coin toss examples.
Sampling is a process used in statistical
analysis in which a predetermined number of
observations are taken from a larger
population.
This Response Curve sample model allows the
user to: Enter starting date, quantity mailed,
forecasted total response, and average sales
order for each catalog campaign. Enter a
projected daily response rate for each mailing
type (direct mail or email). Enter actual sales
for each day in the marketing campaign.
The Recency-Frequency Grid shows the
relationship between how recently the products
were sold against how many orders were
placed for them. This relationship is the best
way to determine the overall catalog and

10) Lifetime Value of Customers
11) Net Present Value of Customers
inventory mix for the store.
In marketing, customer lifetime value (CLV or
often CLTV), lifetime customer value (LCV),
or life-time value (LTV) is a prognostication of
the net profit contributed to the whole future
relationship with a customer. The prediction
model can have varying levels of sophistication
and accuracy, ranging from a crude heuristic to
the use of complex predictive analytics
techniques.
Customer lifetime value (CLV) is the amount
of profit a customer delivers to your company
for as long as the customer is buying from you.
It’s typically calculated as the net present value
(the value in today’s dollars) of the profit
you’ll earn from all of a customer’s purchases
over time.