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Diterbitkan olehSuparman Santoso Telah diubah "6 tahun yang lalu
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Chapter 5 MEASURING MARKET OPPORTUNITIES
marketing strategy ninawati ninawati
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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
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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. © All rights reserved. ninawati 5-6
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Keys to good forecasting
Kredibilitas Akurasi Asumsi yang jelas ninawati
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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
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Why data? Why marketing research?
Memahami pasar (market knowlegde) Market knowledge perlu data Tanpa market knowledge, strategi market tidak berguna ninawati
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Market knowledge system
Internal record system Marketing database Competitive intelligent system Client contact management system Other kind of marketing knowledge system ninawati
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Marketing research Identify problem Determine data sources
Design research Collect data Analyze data Report results (exhibit 5.10; p. 129) ninawati
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