Gathering Information and Scanning the Environment

Mengumpulkan Informasidan Memindai Lingkungan3Disusun Oleh :Agustinus Mulyono 14.D1.0106Boby Adiputra 14.D1.0071Edwin Kurniawan 14.D1.0114Dion Rendy 14.D1.0111Thomas Octavio 14.D1.0108

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallWhat is a Marketing Information System (MIS)?A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallInternal Records and Marketing Intelligence(Catatan Internal dan Intelejen Pemasaran)

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallSteps to Improve Marketing Intelligence(Langkah Untuk Meningkatkan Kualitas Intelejen Pemasaran)Train sales force to scan for new developmentsMotivate channel members to share intelligenceNetwork externallyUtilize a customer advisory panelUtilize government data resourcesPurchase informationCollect customer feedback online

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallBest Buys Use of MISBest buy menggunakan data untuk menentukan profil pelanggannya ke dalam kategori yang sangat terdiferensiasi, seperti Buzz, Barry, dan Jill

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Sumber Data Komersial SekunderNielsenInformation Resources, Inc.MRCAArbitronSimmonsSAMI/Burke

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallNeeds and Trends(Kebutuhan dan Trend)FadTrendMegatrend

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3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallMengidentifikasi Kekuatan UtamaDemographic(Demografi)Economic(Ekonomi)Political-Legal(Politik dan Hukum)Socio-Cultural(Sosial Budaya)Technological(Teknologi)Natural(Alam)

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallPopulation and Demographics(Lingkungan Demografis)Population growth(Pertumbuhan Populasi Dunia)Population age mix(Bauran Usia Populasi)Ethnic markets(Etnis)Educational groups(Kelompok Terdidik)Household patterns(Pola Rumah Tangga)Geographical shifts(Perubahan Geografis dalam Populasi)

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallEconomic Environment(Lingkungan Ekonomi) Income Distribution(Distribusi Pendapatan)

Savings, Debt, and Credit(Tabungan, Utang, dan Kredit)

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Levis merespons perubahan distribusi pendapatan di Amerika Serikat melalui penambahan segmentasi pasar dengan Capital E untuk kelas atas dan lini Signature untuk pasar massal

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallSocial-Cultural Environment(Lingkungan Sosial Budaya)Views of themselvesViews of othersViews of natureViews of organizationsViews of societyViews of the universe

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallInterest in Nature: A Growing TrendMeningkatnya apresiasi terhadap alam adalah salah satu elemen lingkungan Sosial budaya, dimana pemasar merespons dengan peralatan luar ruangan dan perjalanan ke alam bebas

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallNatural Environment(Lingkungan Alam)

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallToyota Experienced Success with Green Cars

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3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallTechnological Environment(Lingkungan Teknologi)Pace of changeOpportunitiesfor innovationVarying R&D budgetsIncreased regulationof change

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallConsumer Environmental Segments(Segmen Lingkungan Konsumen)True Blue Greens (30%)Greenback Greens (10%)Sprouts (26%)Apathetics (18%)Grousers (15%)

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallPolitical-Legal Environment(Lingkungan Politik-Hukum)Increase in business legislationGrowth of specialinterest groups

3-*Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

**Terdiri dari orang-orang, peralatan, dan prosedur untuk mengumpulkan, memilah, menganalisis, mengevaluasi, dan mendistribusikan informasi yang dibutuhjan, tepat waktu, dan akurat bagi pengambilan keputusan pemasaran****By clicking on the video icon, you can launch a short video clip about Burkes research process. ********CONTOH : TOYOTA PRIUS***