Pertemuan

3, 4

Capturing Marketing Insight

Manajemen Pemasaran
Capturing Marketing Insight (Meet 3 & 4)
General Learning Outcome :
Students are able to apply marketing activities to create,
deliver, and communicate product value based on
segmenting, targeting, and positioning. (C3)

Specific Learning Outcome :

Students are able to explain how to collect marketing
information and step of conduct market research. (C2)
Outline :
Collecting Information and Forecasting Demand
- Components of a Modern Marketing Information System
- Forecasting and Demand Measurement

Conducting Marketing Research

- The Scope of Marketing Research
- The Marketing Research Process
 -1-
Collecting Information and Forecasting Demand
1.1 Components of a Modern Marketing
Information System (MIS)
 Collecting Information

A. Internal Record

Databases, Data
The Order-to- Sales Information
Warehousing, and
payment Cycle Systems
Data Mining
 B. Marketing Intelligence

Trade Talking to
Books Newspapers
Publications Customers

Other
Online Social
Suppliers Distributors Company
Media
Managers
 C. Analyzing the
Macroenvironment

1. Needs and Trends

FAD

MEGATREND
TREND
2. Identifying the Major Forces

Demographic Economic Sociocultural

environment environment environment

Natural Technological Political-legal

environment environment environment
 1.2 Forecasting and Demand Measurement

A. Estimating Current Demand

Total Market Area Market Industry Sales and

Potential Potential Market Shares
B. Estimating Future
Demand

Survey of Composite of
buyers’ sales force Expert opinion
intentions opinion

Past-sales Market-test
analysis method
 -2-
Conducting Marketing Research
2.1 The Scope of Marketing
Research

o Marketing managers often commission

formal marketing studies of specific
problems and opportunities.
o It’s the job of the marketing researcher to
produce insight to help the marketing
manager’s decision making.
 Marketing Research
Firms
1. Syndicated-service research firms. These firms gather
consumer and trade information, which they sell for a
fee.
Example : Nielsen Company.
2. Custom marketing research firms. These firms are
hired to carry out specific projects.
3. Specialty-line marketing research firms. These firms
provide specialized research services.
 2.2 The Marketing Research Process

1. Define the 2. Develop

problem, the 3. Collect the
the research
decision information
plan
alternatives,
and the
research
objectives

4. Analyze
6. Make the 5. Present
the
decision the findings
information
Step 1 : Define the problem, the decision alternatives and
the research objectives.
Step 2 : Develop the
research plan

1. Data Sources 2. Research Approach

• Secondary data • Observational

• Primary data • Ethnographic
• Focus Group
• Survey
• Behavioral
 3. Research 4. Sampling Contact
Instruments Plan Methods
• Questionnaries • Sampling unit • Mail
• Qualitative • Sample size • Telephone
• Technological • Sampling • Personal
devices procedure • Online
Step 3 : Collect the
information
 Step 4 : Analyze the
information.

1. Konsumen mulai peduli kesehatan (minuman

berkarbonasi dianggap tidak sehat).

2. Banyak bermunculan pesaing (produk subtitusi) yang

dianggap lebih menyehatkan.
3. Harga Coca Cola lebih mahal dibandingkan produk
pesaing.

4. Hampir di semua tempat distribusi Coca Cola ada

produk subtitusi.
 Step 5 : Present the findings.
Temuan Lapangan
o Konsumen mulai peduli
kesehatan (minuman
berkarbonasi dianggap
tidak sehat).
o Banyak bermunculan
pesaing baru (produk
subtitusi).
Rekomendasi
o Menciptakan produk
Coca Cola yang dianggap
lebih “menyehatkan”.
o Mempertahankan
efektifitas iklan.
Temuan Lapangan Rekomendasi
o Harga Coca Cola lebih o Diskon dan kemasan
mahal dibandingkan ekonomis.
produk pesaing.

o Hampir di semua tempat o Meningkatkan kerjasama

distribusi Coca Cola ada dengan retail untuk
produk subtitusi. penempatan display yang
selektif.
Step 6 : Make the decision.
Summary :

o Marketing managers need a MIS to assess information

needs, develop and distribute it in a timely manner.
o Companies can conduct their own marketing research or
hire other companies to do it for them.
o The marketing research process consists of defining
problem, developing research plan, collecting
information, analyzing information, presenting findings to
management and making decision.