Sistem Manajemen Pemasaran

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Explain the importance of information to the company and their understanding of the market. Define a marketing information system and discuss its components. Describe the steps in the marketing research process. Describe how companies analyze and disseminate marketing information. Discuss specific issues facing marketing researchers, including public policy and ethical issues. Sequence of Concept Study Presentation. Important Information. Marketing Information System (MIS). Marketing Research Information Research Process. Information Analysis. Disclosure of Information. Special Issues Marketing Research.

Sistem Manajemen Pemasaran

More and better information is needed to make effective and quick decisions. The need for more information corresponds to the explosion of information technology that provides information. With today’s new technology companies can get a lot of information, sometimes too much. Marketers often complain that they don’t have the right kind of information or that they have too much of the wrong information. Today many companies study the information needs of their managers and design information systems to help managers develop and manage market and customer information. Pentingnya Membangun Sistem Manajemen Pemasaran Dalam Bisnis

The marketing process begins with a thorough understanding of the market and consumer needs and wants. Companies need reliable information to generate high value and satisfaction for customers. Assets for Marketing Strategy Companies need information about competitors, intermediate sellers, and other actors and forces in the market. Many marketers view information not only as an input for making better decisions but also as an important strategic resource and marketing tool.

Consists of: People, equipment, and procedures for collecting, sorting, analyzing, evaluating, and disseminating needed information in a timely and accurate manner to marketing decision makers. Good design begins and ends with the user. Levels Assessing information needs. Serves the company’s marketing managers and other managers, and provides information to external partners. Develop information from internal databases, marketing intelligence functions, and marketing research. (1) The internal database provides information about the company’s own activities and departments. (2) Can be obtained quickly and cheaply but often needs to be converted into marketing decisions Distribute the information gathered from these sources to the right managers in the right form and at the right time. (1) Marketing intelligence functions provide daily information on developments in the external marketing environment. (2) Market research involves gathering information relevant to a specific marketing problem facing the company.

Steps: Includes defining the problem and setting research objectives, which may take the form of exploratory, descriptive or causal research. Consists of developing a research plan to collect data from secondary sources and sources. Need to implement a marketing research plan by collecting, processing and analyzing information. Consists of translation and reporting of results. Additional Information Analysis, useful for: Helping marketing managers put the information into action. Provide robust statistical procedures and models to those needed to develop more accurate results.

Secondary Data Sources Internal and external secondary data sources often provide information more readily at a lower cost than primary data sources. However, the required information may not be present in the secondary data source. Evaluating Information Researchers must also evaluate secondary information to ensure that it is relevant, accurate, current and unbiased. Primary research should also assess these factors. Methods of Data Collection Each major method of data collection—observational, survey, and experimental—has its own advantages and disadvantages. Each of the different methods of communication in primary research – mail, telephone, in person and online – has advantages and disadvantages as well as advantages and disadvantages.

Pelajari Apa Itu Nilai Pelanggan Dan Cara Menciptakannya

8 Information Analysis More in-depth analysis is usually required on information collected in internal databases and through marketing intelligence and marketing research. This analysis involves high-level statistical analysis or the use of analytical models that help marketers make better decisions. Customer Relationship Management (CRM) To analyze individual customer data, many companies are now implementing or developing special software and analysis techniques – known as Customer Relationship Management -customer (CRM) – which integrates, analyzes and applies as much individual customer data as possible in the database

9 Information Dissemination Marketing information has no value until it is used to make better marketing decisions. Therefore, marketing information systems must provide that information to managers and others who make marketing decisions or deal with customers. In some cases, this means providing periodic reports and up-to-date data; in other cases, this means that unusual information will be available for specific situations and decisions on the spot. Many companies use internal and external networks to facilitate this process. Due to today’s technology, marketing managers can now directly access information systems at any time and from anywhere. anywhere big.

Some marketers face specific marketing research situations, for example marketers conducting research in small businesses, non-profit organizations, or international settings. Marketing research can be done effectively by small businesses and non-profit organizations with limited budgets. International marketing researchers follow the same steps as domestic researchers but often encounter a wider variety of problems. All organizations must responsibly address public policy and ethical issues surrounding marketing research, including concerns about violations of consumer privacy and misuse of research findings.

To make this website work, we log user data and share it with processors. To use this website, you must agree to our Privacy Policy, including our cookie policy. Research companies associated with these Company services collect customer and transaction information that they sell for a fee. Write, Earn Rp! Check the definition and function in business. Text definition of a scientific work on the other hand, the marketing research center does not work to identify marketing problems for companies but for example monitors the marketing environment. Chapter 4 Specifications. Marketing Product Partners 4. Marketing Information Systems eg Students Marketing Information Systems eg Professor to Design and Implement Corporate Projects such as American Express and Whirlpool crowdfunding and supporting competitions such as the new challenge -practice where the brightest MBA students compete in teams. Marketing knowledge is information that flows from the environment into the company. All marketing activities work in harmony with the current conditions inside and outside the organization and therefore, there are several sources which are Internal, Marketing Intelligence, Marketing Research through which marketing information systems for example can be found relevant to the market.

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Marketing Information System Marketing Information System – MKIS is an information system that provides information related to the company’s marketing activities. Defined in the broadest sense, a marketing information system is an individual and organizational activity that facilitates and accelerates satisfactory exchange relationships in a dynamic environment through the creation, promotion and costing of products, services and ideas.

Marketing information systems are always used by the marketing department within a company to market the company’s products. Marketing information systems are important because: There is a development or shift from local marketing to national marketing, which is better sap or erp on to international or global marketing There is a development or shift from buyer needs to buyer desires There is a development or shift. from price competition to non-price competition.

The marketing information system consists of output subsystems and input subsystems. In each product subsystem provides information about the important elements in the marketing mix.

The marketing mix consists of four main elements that are directed by management to meet customer needs by having a marketing information system for example. The four main elements are: the production subsystem, providing information about the company’s products, the location subsystem, providing information about the company’s distribution network, the promotion subsystem, providing information about advertising, the company’s personal selling activities, and the marketing information system subsystem, for example helping managers to make pricing decisions.

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In addition, there is still a fifth subsystem, the integrated combination that allows managers to develop strategies that take into account the combined effect of the above elements. The input subsystem contains a marketing information system, for example a transaction processing system collects data from internal and environmental sources and then enters it into a database the marketing research subsystem collects internal and environmental data by conducting specific surveys and the marketing intelligence subsystem collects environmental data. which works to keep stable management informed about the activities of the company’s competitors and customers and other elements that may affect marketing activities.

An example of implementing a marketing information system is in the local shoe industry. In a shoe company, the first step to start production is to collect data about the company’s environment and internals.

In the marketing information system it is called the input subsystem. Within this subsystem, the shoe company collects data from the environment such as which shoe models are most popular with the public, which shoe materials they prefer, where the location is most suitable marketing so that there are many customers later, what is the most suitable price range, and gathering information on how to market the product.

The information from the input subsystem was entered into the database which is then processed into information. This information is called the production subsystem. In the production subsystem, information is generated such as: what type of product shoe model will be produced, where this shoe product will be marketed, what type of promotion will be made that is able to descriptive analysis to promote sales, and determine the price.

Bagaimana Penerapan Sistem Informasi Manajemen Yang Tepat?

However, recently the local shoe industry has been in flux due to the arrival of shoe products from Vietnam that have flooded the domestic market. The large number of shoes imported from Vietnam is due to the high demand for shoes from that country.

Because there are many branded or global shoe manufacturers in Vietnam and there are also KW products from brand labels such as Nike, Adidas, Reebok, Concverse, New Balance, Fila and others that are classified as KW 1 quality at low prices.

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