Mengumpulkan Informasi dan Memindai Lingkungan
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1. Apa Komponen Sistem Informasi Pemasaran Moderen 2. Apa Catatan Internal yang Bermanfaat 3. Apa yang Dilibatkan dalam Sistem Intelijensi Pemasaran 4. Apa Metode Kunci Untuk Menelusuri dan Mengidentifikasi Peluang dalam Lingkungan Makro 5. Ada Beberapa Perkembangan Lingkungan Makro yang Penting
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Mengumpulkan Informasi dan Memindai Lingkungan
- 1. MARKETING MANAGEMENT 12th edition 3 Gathering Information and Scanning the Environment Kotler Keller
- 2. Chapter Questions_1 • What are the components of a modern marketing information system? • What are useful internal records? • What is involved in a marketing intelligence system? 3-2
- 3. Chapter Questions_2 • What are the key methods for tracking and identifying opportunities in the macroenvironment? • What are some important macroenvironment developments? 3-3
- 4. MIS Probes for Information • What decisions do you regularly make? • What information do you need to make these decisions? • What information do you regularly get? • What special studies do you periodically request? • What information would you want that you are not getting now? • What are the four most helpful improvements that could be made in the present marketing information system? 3-4
- 5. Sales Information System 3-5 Internal Records Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System
- 6. Steps to Improve Marketing Intelligence Train sales force to scan ffoorr nneeww ddeevveellooppmmeennttss MMoottiivvaattee cchhaannnneell mmeemmbbeerrss ttoo sshhaarree iinntteelllliiggeennccee 3-6 NNeettwwoorrkk eexxtteerrnnaallllyy UUttiilliizzee aa ccuussttoommeerr aaddvviissoorryy ppaanneell UUttiilliizzee ggoovveerrnnmmeenntt ddaattaa rreessoouurrcceess PPuurrcchhaassee iinnffoorrmmaattiioonn CCoolllleecctt ccuussttoommeerr ffeeeeddbbaacckk oonnlliinnee
- 7. Table 3.2 Secondary Commercial Data Sources 3-7 Nielsen MRCA Information Resources, Inc. SAMI/Burke Simmons Arbitron
- 8. 3-8 Needs and Trends Fad Trend Megatrend
- 9. 3-9 10 Megatrends Shaping the Consumer Landscape • Aging boomers • Delayed retirement • Changing nature of work • Greater educational attainment • Labor shortages • Increased immigration • Rising Hispanic influence • Shifting birth trends • Widening geographic differences • Changing age structure
- 10. 3-10 Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural
- 11. Population and Demographics 3-11 • Size • Growth rate • Age distribution • Ethnic mix • Educational levels • Household patterns • Regional characteristics • Movement
- 12. Mattel Markets in China 3-12
- 13. 3-13 Population Age Groups 65+ 40-65 25-40 Teens School-age Preschool
- 14. Schwab’s Chinese-language Web site 3-14
- 16. 3-16 Economic Environment $ Purchasing Power $ Income Distribution $ Savings Rate $ Debt $ Credit Availability
- 17. Types of Industrial Structures 3-17 Industrial economies Subsistence economies Raw-material-exporting economies Industrializing economies
- 18. 3-18 India – An Industrializing Economy
- 19. Saudi Arabia – A Raw-Material Exporting Economy 3-19
- 20. The Gap “look” is recognizable everywhere 3-20
- 21. Social-Cultural Environment VViieewwss ooff oorrggaanniizzaattiioonnss VViieewwss ooff ssoocciieettyy 3-21 VViieewwss ooff tthheemmsseellvveess VViieewwss ooff ootthheerrss VViieewwss ooff nnaattuurree VViieewwss ooff tthhee uunniivveerrssee
- 22. Table 3.4 Most Popular American Leisure Activities 3-22 • Walking • Gardening • Swimming • Photography • Bicycling • Fishing • Bowling • Camping • Jogging • Free weights • Golf • Continuing education
- 23. 3-23 Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
- 24. Technological Environment 3-24 Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
- 25. Political-Legal Environment Increase in business legislation Growth of special interest groups 3-25
- 26. Unit Pricing on Store Shelves 3-26
- 27. 3-27 Marketing Debate Take a position: 1. Age differences are fundamentally more important than cohort effects. 2. Cohort effects can dominate age differences.
- 28. 3-28 Marketing Discussion What brands do you feel successfully speak to you? Effectively target your age group? Why? Which ones do not?
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