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    Andre
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    This document discusses marketing aspects and strategies for conducting market surveys. It explains that marketing focuses on customers rather than just products or transactions. The key aspects of the marketing mix - product, price, place, and promotion - are examined from the customer perspective. Conducting market surveys is recommended to understand market potential, segmentation, purchasing behaviors, pricing suitability, product fit, customer satisfaction, and effective promotion approaches. Both closed and open question survey techniques are outlined.

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    Mempelajari Marketing Mix dan Riset

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    This document discusses marketing aspects and strategies for conducting market surveys. It explains that marketing focuses on customers rather than just products or transactions. The key aspects of the marketing mix - product, price, place, and promotion - are examined from the customer perspective. Conducting market surveys is recommended to understand market potential, segmentation, purchasing behaviors, pricing suitability, product fit, customer satisfaction, and effective promotion approaches. Both closed and open question survey techniques are outlined.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    3 views12 pages

    Marketing Mix & Research

    Uploaded by

    Andre
    This document discusses marketing aspects and strategies for conducting market surveys. It explains that marketing focuses on customers rather than just products or transactions. The key aspects of the marketing mix - product, price, place, and promotion - are examined from the customer perspective. Conducting market surveys is recommended to understand market potential, segmentation, purchasing behaviors, pricing suitability, product fit, customer satisfaction, and effective promotion approaches. Both closed and open question survey techniques are outlined.

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    of 12

    MARKETING ASPECT

    By : Andreas Ariefianto, SE, MM


    SELLING vs MARKETING

    Fokus kepada produk Fokus kepada pelanggan


    Jangka pendek Jangka panjang

    Transaksional Relationship
    PRODUCT

    PROMOTIO MARKETIN
    PRICE
    N G MIX

    PLACE
    PRODUCT
    O Apa yang pelanggan inginkan dari produk kita ?

    O Bagaimana pelanggan memanfaatkan produk kita ?

    O Apa kelebihan yang dimiliki produk kita yang sesuai


    dengan kebutuhan pelanggan ?

    O Apa nama produk kita ?

    O Apakah ukuran produk kita sesuai dengan kebutuhan


    pelanggan ?

    O Apa yang membedakan produk kita dengan kompetitor ?


    PRICE
    O Berapa biaya produksinya ?

    O Berapa harga yang diinginkan pelanggan ?

    O Apakah harga kita bersaing jika dibandingkan


    dengan kompetitor ?
    PLACE
    O Dimana pelanggan kita membutuhkan produk
    kita ?

    O Dimana pelanggan biasanya mencari produk


    kita ?

    O Apakah lokasi penjualan produk kita mampu


    bersaing dengan kompetitor ?
    PROMOTION
    O Bagaimana cara kita menyampaikan pesan
    kepada pelanggan ?

    O Kapan waktu yang tepat mempromosikan


    produk kita ?

    O Apakah tepat mempromosikan produk kita di


    media sosial ?
    SURVEY PASAR
    UNTUK MENGETAHUI :
    O POTENSI

    O SEGMENTASI PASAR

    O PERILAKU PEMBELIAN PELANGGAN

    O PEMBERIAN HARGA

    O KESESUAIAN PRODUK

    O KEPUASAN PELANGGAN

    O PROMOSI
    SURVEY PASAR
    PERUMUSAN MASALAH

    PERUMUSAN TUJUAN SURVEY

    PENGUMPULAN DATA

    PENGOLAHAN DATA

    INTERPRETASI HASIL SURVEY

    PERUMUSAN STRATEGI PEMASARAN


    MENYUSUN KUESIONER
    O Segmentasi responden
    O Alamat, Usia, Pendidikan, Pekerjaan, Pendapatan

    O Atribut produk
    O Harga, Rasa, Kualitas, Penyajian/Tampilan, Lokasi, dll

    O Buat kuesioner mengenai persepsi responden terhadap produk


    yang ditawarkan berdasarkan atribut produk
    O Dalam bentuk pertanyaan tertutup
    O Dalam bentuk pertanyaan terbuka
    PERTANYAAN TERTUTUP
    Pertanyaan yang pilihan jawabannya dapat kita tentukan.
    misalnya :
    O Dalam sebulan, berapa kali anda membeli mie ayam :
    O A. 1 kali
    O B. 2 kali
    O C. 3 kali
    O D. 4 kali
    O Bagaimana kebersihan restoran kami ?
    O Sangat bersih
    O Bersih
    O Kurang bersih
    O Kotor
    PERTANYAAN TERBUKA
    Pertanyaan yang tidak terbatas jawabannya, misalnya :
    O Menurut anda, apa yang perlu ditingkatkan dalam
    pelayanan di restoran kami ?
    O Menurut anda, makanan apa lagi yang seharusnya kami
    tambahkan dalam daftar menu kami ?

    Pertanyaan ini dapat digunakan untuk pengembangan


    produk atau jasa dan mencari tahu kebutuhan pelanggan.

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