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Pertemuan 17 Sistem Informasi Pemasaran. Matakuliah : TI307 / Sistem Informasi Tahun : 20 12 Versi : 1. Learning Outcomes. Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : Mahasiswa dapat Membandingkan untuk SI pemasaran dalam suatu perusahaan (C4). Outline Materi.

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pertemuan 17 sistem informasi pemasaran

Pertemuan 17Sistem Informasi Pemasaran

Matakuliah : TI307/SistemInformasi

Tahun : 2012

Versi : 1

learning outcomes
Learning Outcomes

Pada akhir pertemuan ini, diharapkan mahasiswa

akan mampu :

  • Mahasiswa dapat Membandingkan untuk SI pemasaran dalam suatu perusahaan (C4)
outline materi
Outline Materi
  • Functional organizational structure
  • Functional information system
  • Marketing principles
  • Marketing mix
  • Evolution of the marketing information system concept
introduction
Introduction
  • Marketing was the first functional area to exhibit an interest in MIS
  • The marketing information system has three subsystems; the accounting information system (AIS), marketing research, and marketing intelligence
  • Functional information systems: the conceptual systems should be "mirror images" of the physical systems

17-4

slide5

Functional Information Systems Represent

Functional Physical Systems

Functional information systems

Human resource

information

system

Information resource

information

system

Marketing

information

system

Finance

information

system

Manufacturing

information

system

Human

resources

function

Information Services

function

Marketing

function

Manufacturing

function

Finance

function

Physical system of the firm

17-5

marketing principles
Marketing Principles
  • Marketing mix
    • Product
    • Promotion
    • Place
    • Price

4 P's

17-6

the marketing information system mkis
The Marketing Information System (MKIS)
  • Kotler's marketing nerve center
  • 3 information flows
    • Internal
      • Gathered in firm
    • Intelligence
      • From environment
    • Communications
      • To environment

17-7

slide8

Kotler’s Information Flows

Marketing intelligence

Internal

marketing

information

Environ-

ment

Firm

Marketing communications

17-8

marketing information system mkis definition
Marketing Information System (MKIS) Definition

A computer-based system that works in conjunction with other functional information systems to support the firm's management in solving problems that relate to marketing the firm's products.

17-9

an mkis model
An MKIS Model
  • Output
    • Product
    • Place
    • Promotion
    • Price
    • Integrated mix
  • Database
  • Input
    • AIS
    • Marketing research
    • Marketing intelligence

17-10

slide11

MKIS Model

Data

Information

Input subsystems

Output subsystems

Product subsystem

D

A

T

A

B

A

S

E

Accounting informationsystem

Place subsystem

Internal sources

Marketing research subsystem

Promotion subsystem

Users

Price subsystem

Environmental sources

Marketing intelligence subsystem

Integrated-mix subsystem

17-11

accounting information system
Accounting Information System
  • Sales order data is input.
  • AIS provides data for
    • Periodic reports
    • Special reports
    • Mathematical models and knowledge-based models

17-12

marketing research subsystem
Marketing Research Subsystem
  • Managers use marketing research to gather information
    • Gathered from customers and prospects
    • Purchased or procured from other organizations
  • Processed using marketing research subsystem

17-13

primary and secondary data
Primary and Secondary Data
  • Used by marketing research subsystem
  • Primary data are collected by the firm
  • Examples of primary data
    • Survey
    • In-depth interview
    • Observation
    • Controlled experiment

17-14

primary and secondary data cont
Primary and Secondary Data [cont.]
  • Secondary data
    • Mailing lists
    • Retail sales statistics
    • Video retrieval systems
  • Some secondary must be bought and some is free

17-15

marketing research software
Marketing Research Software
  • Graphics packages (print maps)
  • Makes market research a reality for all firms
  • Statistical analysis
  • Expertise to interpret software outputs is the key to successful use of these tools

17-16

marketing intelligence subsystem
Marketing Intelligence Subsystem
  • Ethical activities aimed at gathering information about competitors
  • Not to be confused with industrial espionage
  • Each functional information system has an intelligence responsibility

17-17

product subsystem
Product Subsystem
  • Product life cycle supported through:

1) Introduction

2) Growth

3) Maturity

4) Decline

  • Information answers 3 key questions:

1) Introduce?

2) Change strategy?

3) Delete?

17-18

slide19

The Product Life Cycle and Related Decisions

STAGES

Introduction

Growth

Maturity

Decline

Sales

Volume

Should the

product be

introduced

Should the

product be

deleted

Should the product strategy

be changed

17-19

new product evaluation model
New Product Evaluation Model
  • Another part of the product subsystem
  • New product committee
  • Explicitly considers production as well as marketing
  • Lists decision criteria and their weight

17-20

place subsystem
Place Subsystem
  • Channel of distribution may be short or long
  • Material, money, and information flow through the distribution channel
    • Resource flows
    • Feedback
      • Flows in direction opposite to the material flow
    • Feedforward information
      • Flow of information to customer
    • EDI

17-21

slide22

Material, Money, and Information Flow

Money

Money

Money

Money

Manu-

facturer

Whole-saler

Supplier

Material

Material

Material

Retailer

Material

Consumer

Two-way information flow

17-22

promotion subsystem includes
Promotion Subsystem Includes:

(1) advertising

(2) personal selling

(3) sales promotion

17-23

difficult area to computerize
Difficult Area to Computerize

Successful examples

1. Sales promotion --OCR scanning of barcodes on coupons

2. Personal selling --laptops

A. Order entry

B. Customer call reports

17-24

pricing subsystem two basic approaches
Pricing Subsystem Two Basic Approaches

1. Cost based (AIS provides the basis)

2. Demand-based (use what-if model)

17-25

integrated mix subsystem
Integrated-Mix Subsystem
  • BRANDAID Model
    • Solid arrows: influences
    • Dashed arrows: responses
  • Environmental and retailer influence on the consumer
    • Individual influences
    • Combined influences
  • Unexpected influences

17-26

slide27

Product

Price

Advertising

Promotion

Price-off coupons

Premiums

Samplings

Package:

Graphics &

function

Assortment

Sales

Availability

Price

Promotion

Advertising

Product

Price

Advertising

Promotion

Price-off coupons

Premiums

Sampling

Package:

Graphics &

function

Assortment

BRANDAID

Manufacturer

Price

Trade promotion

Salespersons

Package assortment

Sales Distribution

Retailer

Consumer

Seasonal

trend

Price

Trade promotion

Salespersons

Package assortment

Sales Distribution

Environment

Competitor

17-27

slide29

A Model Cannot Cope with Unexpected Events

Sales

New Package

Model

Actual

Months

17-29

the mkis in fortune 500 firms
The MKIS in Fortune 500 Firms
  • Preprocessed information 71% of 1990 firms
  • Mathematical modeling
    • Generally down
    • Reason is unknown
    • Except for production deletion and advertising media selection
  • Model use is becoming more balanced

Studies conducted by Li, McLeod, and Rogers

17-30

the mkis in fortune 500 firms cont
The MKIS in Fortune 500 Firms [cont.]
  • Support for management levels
    • Models
    • Overall
  • Support for management functions
  • Support for the marketing mix

17-31

slide32

N.A.

N.A.

N.A.

Retrieving Data

Storing Data

Processing Data

1980

1990

Purposes of Computer Usage

17-32

slide33

Model Use Is Becoming More Balanced

Strategic planning

level .17

Strategic planning

level .30

Management

control

level

.70

Management

control

level

.54

Operational control

level .16

Operational control

level .13

1980

1990

Note: The percentages are based on the number of respondents

ranking the particular management levels first.

17-33

overall support from the marketing information system is becoming more balanced
Overall Support from the Marketing Information System Is Becoming More Balanced

Strategic planning

level

.28

Strategic planning

level

.25

Management control

level

.57

Management control

level

.40

Operational Control

level .31

Operational control

level .17

1980

1990

Note: The percentages are based on the number of respondents ranking the particular management levels first.

17-34

slide35

The 1990 Managers Placed More Emphasis on Planning and Less on Directing Than Did

Their 1980 Counterparts

Planning .37

Organizing .03

Directing .25

Controlling .34

Planning .51

Organizing .06

Staffing .01

Directing .07

Controlling .36

1980

1990

17-35

slide36

Marketing Managers Are Using the Computer More

for Making the Difficult Price and Promotion Decisions

Product .32

Product .49

Price .39

Price .27

Place .16

Place .15

Promotion .08

Promotion .13

1980

1990

Note: The percentages are based on the number of respondents ranking the particular mix functions first.

17-36

how managers use the mkis
How Managers Use the MKIS

Subsystem

Integrated

Product Place Promotion Price Mix

Subsystem

VP of marketing X X X X X

Other executives X X X X X

Brand managers X X X X X

Sales manager X X

Advertising manager X X

Manager mktg resrch X X X X X

Manager of product planning X

Manager of physical distribution X

Other managers X X X X X

17-37

mkis use by managers
MKIS Use by Managers
  • Industry giants are using the computer as a marketing tool
    • To learn about consumer needs and wants
    • To formulate the marketing mix
    • To follow-up on how well mix is received by the consumers
  • MKIS information output used across the firm

17-38