MARKETING RESEARCH

TUGAS MANAJER
IDENTIFIKASI PROBLEM
DAN MENCARI SOLUSI

Pengambilan Keputusan
BEBERAPA PENDEKATAN
PENGAMBILAN KEPUTUSAN

• Rasional – Analitis
• Intuitif
• Politis – Perilaku
Langkah Rasional Dalam
pengembilan keputusan
• Identifikasi Masalah
• Mencari Informasi
• Mendapatkan alternatif
• Mengevaluasi dan menilai alternatif
• Memilih alternatif sebagai keputusan
• Tindak lanjut
 Informasi
• Relevant
• Accurate
• Reliable
• Valid
• current
Sumber Informasi
• Sistem Informasi.

Jika tidak tersedia ?

- Eksternal
- Khusus/sangat spesifik ?
Riset Bisnis / Pemasaran.
Mengapa Marketing Research?

• Marketing: Alat yang digunakan untuk memuaskan

pelanggan. The AMA defines marketing : “the process of
planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational
objectives.”
• Marketing Concept: Management philosophy stating that
to satisfy organizational objectives, the wants and needs of
target markets must be determined so that products can be
created to satisfy those desires better than competitors do.
• Marketing Research: Systematic and objective planning,
gathering, recording, and analyzing of information to
enhance the decision making of marketing managers.
 A Classification of Marketing Research

Marketing
Research
Problem Problem
Identification Solving
Research Research

•Market Potential Research •Segmentation Research

•Market Share Research
•Image Research •Product Research
•Market Characteristics •Pricing Research
Research
•Forecasting Research •Promotion Research
•Business Trends Research •Distribution Research
 PROBLEM IDENTIFICATION RESEARCH :

1. Membantu mengidentifikasi Problems yang mungkin

tidak tampak di Permukaan atau belum hadir, yang
mungkin saja akan menjadi masalah Di masa datang
2. Memberikan Information Marketing Environment dan
3 Membantu mendiagnosa Problem
 EXAMPLES :
PIP Printing

Sales tidak pernah baik. Dua segments utama :

Rendah – end copy shops.
Lebih Tinggi – more profitable commercial printers
What ‘ s the Problem ?

Image Study mengindikasikan potential problem.

Result :Consumer’s mengira: End Copy Shops,

Tidak tahu PIP dapat melayani pencetakan !
Competitors Price wars Profit margins Survival

More profitable commercial market.

Repositioning : the world’s largest business printer
 PROBLEM SOLVING RESEARCH

Menemukan solution

Penemuan digunakan dalam pengambilan keputusan

Yang akan menyelesaikan problema marketing yang
specific
 EXAMPLES :
Ovaltine Wakes Up the Chocolate Drink Mix Market

Popular selama the World War II era : a pre-bedtime drink,

Market share hot chocolate mix (1960)
The first response : bring back the popular characters used in the
wartime advertisements.
Result ? Image pre-bedtime drink

Management employed marketing research to help develop their

product. Brand Repositioning Research

Result :
Natural Ingredients = Healthy Food, Target Market : mothers 20-35 years
Demand for instant beverage was increasing.
Low - calorie version is accepted well,

Instant hot choco mix , Reduced calorie Ovaltine drink

 TABLE 1.1

Problem Solving Research

Segmentation Research
- determine basis of segmentation
- establish market potential and
responsiveness for various segments
- select target markets and create lifestyle
profiles demography, media, and product
image characteristics

Product Research
- test concept
- determine optimal product design
- package tests
- product modification
- brand positioning and repositioning
- test marketing
- control store tests
 TABLE 1.1 (Cont.)

Problem Solving Research

Pricing Research

- importance of price in brand selection

- pricing policies
- product line pricing
- price elasticity of demand
- initiating and responding to price changes

Promotional Research
- optimal promotional budget
- sales promotion relationship
- optimal promotional mix
- copy decisions
- media decisions
- creative advertising testing
- claim substantiation
- evaluation of advertising effectiveness
 TABLE 1.1 (Cont.)

Problem Solving Research

Distribution Research
- determine type of distribution
- attitudes of channel members
- intensity of wholesale and retail coverage
- channel margins
- location of retail and wholesale outlets
Applied versus Basic Research

• Research: Systematic and objective investigation

of a subject or problem to discover relevant
information or principles.
• Basic research: Provides information about a
phenomenon or tests a theory or hypothesis (does
not solve a specific problem).
• Applied research: Problem-specific research that
focuses on helping managers resolve specific
problems.
Who Uses Marketing Research?
• Company lacking information about its markets.
• AMA study revealed the average marketing
research budget was $1.9 million for marketing
research departments.
• Consumer and industrial manufacturers,
advertising agencies, and retailers/wholesalers
spend about 1.2% of sales on marketing research.
Financial services, publishers/broadcasters, health
services, and utilities spend about 0.6%.
 The Role of Marketing Research in Marketing Decision Making

Customer Groups
Uncontrollable • Consumers Controllable
Environmental • Employees Marketing
Factors • Channel Members Variables
• Economy • Suppliers • Product
• Technology • Pricing
• Competition • Promotion
• Laws and • Distribution
Regulation
• Social and Cultural
Factors Marketing
• Political Factors
Research

Providing
Marketing
Assessing Information
Decision
Information Making
Needs

Marketing Managers
•Market Segmentation •Marketing Programs
•Target Market Selection •Performance and Control
 The Marketing Research Process

Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

 MARKETING RESEARCH DI BARAT

1 Riset yang maju & rumit membutuhkan Konsultan Profesional

2 Para pengambil keputusan mendengarkan suara pelanggan

melalui kuesioner, yang dibuat oleh konsultan yang mungkin
belum pernah mereka kenal dan berbicara dengan pelanggan
yang belum pernah mereka lihat
 MARKETING RESEARCH DI TIMUR

1. Teknik yang rumit bukan jawaban yang tepat, yang lebih

tepat adalah dekat dengan pelanggan.

2. Mendengarkan suara pelanggan melalui periset yang

terdiri dari para manajernya sendiri dan dilakukan di
tempat kejadian.
MARKETING RESEARCH DI BARAT
 MARKETING RESEARCH DI TIMUR
INFORMASI DIDAPAT DARI

RAPAT MINGGUAN
majalah industri &
perilaku konsumen
surat kabar,
sindikasi,
4. Pengendalian 1. Rencana survey dan
kelompok fokus,
kunjungan manajer
mahasiswa
3. Analisa 2. Laksanakan

Manajer
mengumpulkan data,
analisis dan
menyampaikannya
 MARKETING RESEARCH DI BARAT
PERTANYAAN :
Jelas dan transparan

1. Diskusi hierarki kebutuhan konsumen

2. Tahap pengambilan keputusan pembelian
3. Pengaruh berbagai faktor dalam pembelian
4. Perasaan pasca beli.

cabang-cabang lokal merupakan pusat keuntungan,

laporan riset ke markas besar lebih difokuskan pada:
pelacakan pasar dan analisis penjualan yang diringkas.
Akibatnya data bias, dan pusat tidak mengenal daerahnya.
 MARKETING RESEARCH DI TIMUR
PERTANYAAN & PENGAMATAN PERILAKU KONSUMEN

1. Keinginan pelanggan masa kini dan depan.

2. Mengobrol dan mendengarkan pelanggan.
Macam produk dan jasa apa yang dibutuhkan konsumen??
Permasalahan yang dihadapi sewaktu memakai produk ‘
bagaimana agar produk lebih sempurna

Mereka tidak biasa : ’mengapa ? Atau mau apa?

Karena seringkali, perasaan yang tak terucapkan
 FILOSOFI MANUSIA & MARKETING DI BARAT

Perilaku Bebas
manusia
Transaksi Pertukaran diantara orang-
orang yang berfikiran sama
sebuah negosiasi
Keberhasilan Kebanggaan dirinya
negosiasi diperatuhkan, kegagalan
dianggap sebagai
kegagalan pribadi,
mencapai kesepakatan
merupakan keunggulan
pribadi

Keadaan Penjualan : semi konfrontatif

keyakinan diri dan mengesankan kepercayaan
FILOSOFI MANUSIA & MARKETING DI TIMUR

Perilaku 1.Bebas dan independen

manusia adalah mustahil.
2.Harus ada yang mengalah
Transaksi Penjual berada di posisi
lemah, kecuali monopolis.
Pembeli yang berkuasa.
Keberhasil Kegagalan dan keberhasilan
an merupakan suatu hasil dari
negosiasi seluruh perusahaan

Fokus pada penawaran produknya