Chapter 5 MEASURING MARKET OPPORTUNITIES marketing strategy ninawati ninawati
Tools for forecasting setting Statistik (data yang dipublikasi) Observasi (apa yang dilakukan) Survey (opini dan intensi) Judgment (intuisi) Analogy (perbandingan dengan produk yang sama) Market test (eksperimen) ninawati
how fast customers will adopt? Early majority 34% Late adopters 13.5% 16% 2.5% Innovators Laggards and nonadopters Source: Adapted with permission from Marketing, 11/e, Acetate 8-8, by Michael J. Etzel, Bruce J. Walker, and William J. Stanton. The McGraw-Hill Companies, Inc. © 1997. All rights reserved. ninawati 5-6
Keys to good forecasting Kredibilitas Akurasi Asumsi yang jelas ninawati
Bias in forecasting Forecast tidak sesuai atau berdasarkan data historis Kapasitas (kemampuan dan permintaannya) Insentif, bonus (bagi manajer) mengacaukan forecasting, ada manipulasi forecast tergantung ada/tidaknya bonus ninawati
Why data? Why marketing research? Memahami pasar (market knowlegde) Market knowledge perlu data Tanpa market knowledge, strategi market tidak berguna ninawati
Market knowledge system Internal record system Marketing database Competitive intelligent system Client contact management system Other kind of marketing knowledge system ninawati
Marketing research Identify problem Determine data sources Design research Collect data Analyze data Report results (exhibit 5.10; p. 129) ninawati