Post on 28-Nov-2020
Kotler • KellerPhillip Kevin Lane
Marketing Management •
Donald Picauly, S.E., M.M.
donald_pic4uly@yahoo.com
Mengumpulkan informasidan memindai lingkungan
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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 danmengidentifikasi peluang dalam lingkungan makro?
5. Apa perkembangan lingkungan makro yang penting?
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Mengumpulkan Informasi
Pelanggan
KompetitorFaktor Eksternal
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Sistem Informasi Pemasaran
People
Equipment
Procedures
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Insight
Sistem Informasi Pemasaran
Riset Pemasaran
Intelijen Pemasaran
Catatan Internal
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Catatan Internal
Siklus Pesanan-Pembayaran
Databases / Data Mining (Penggalian Data)
Sistem Informasi Penjualan
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Intelijen Pemasaran
Berita dan Publikasi Dagang
Bertemu denganpelanggan, supplier,
distributor, dan manajerMemantausitus media sosial
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Meningkatkan Intelijen Pemasaran
Tenaga Penjual
Pakar Eksternal
Membangun jaringan dalam industri
Panel Penasihat Pelanggan
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Intelijen Pemasaran & Internet
Forum Online Independent
Situs masukan dan saran dari distributor dan agenpenjual
Situs tinjauan pelanggan danpendapat 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
FadMegatrend
Trend
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Kekuatan Lingkungan Utama
Ekonomi
Sosial Budaya
Alam
Teknologi
Politik-Hukum
Demografis
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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 village63 – Inadequate sanitation67 – Non-Christian30 – Unemployed or underemployed53 – Live on less than $2 a day26 – Smoke14 – Obese01 – 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)
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Lingkungan Ekonomi
Consumer Psychology
Income Distribution
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Diri Sendiri
Orang Lain
AlamSemesta
Organisasi
Masyarakat
Alam
LingkunganSosial Budaya
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Lingkungan Alam
Regulasi/Peraturanmengenai Lingkungan
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Lingkungan Teknologi
Kecepatan Perubahan Yang Semakin Tinggi
Peluang Inovasi Yang TakTerbatas
Pengeluaran R&D
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Lingkungan Politik Hukum
Kelompok Kepentingan Khusus
Instansi Pemerintah
Hukum