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Chapter 5 MEASURING MARKET OPPORTUNITIES

Diterbitkan olehSuparman Santoso Telah diubah "5 tahun yang lalu

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Presentasi berjudul: "Chapter 5 MEASURING MARKET OPPORTUNITIES"— Transcript presentasi:

1 Chapter 5 MEASURING MARKET OPPORTUNITIES
marketing strategy ninawati ninawati

2 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

3 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

4 Keys to good forecasting
Kredibilitas Akurasi Asumsi yang jelas ninawati

5 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

6 Why data? Why marketing research?
Memahami pasar (market knowlegde) Market knowledge perlu data Tanpa market knowledge, strategi market tidak berguna ninawati

7 Market knowledge system
Internal record system Marketing database Competitive intelligent system Client contact management system Other kind of marketing knowledge system ninawati

8 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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