Marketing Implementation

Marketing Strategy & Competitive Positioning
6th edition
Chapter 4
Customer Analysis
Copyright © 2017, 2008, 2003 Pearson education, Inc. All Rights Reserved
Introduction
• Effective marketing decisions are based on
sound information.
• Marketing research is concerned with the
provision of information that can be used to
reduce the level of uncertainty in decision
making.
Introduction
• Keputusan pemasaran yang efektif
didasarkan pada informasi yang masuk
akal.
• Riset pemasaran berkaitan dengan

penyediaan informasi yang dapat
digunakan untuk mengurangi tingkat
ketidakpastian dalam pengambilan
keputusan.
What We Need to Know about Customers
• Current customers:
1. Who are the prime market targets.
2. What gives them value?
3. How can they be brought closer?
4. How can they be better served?
• Future customers:
1. How will customers and their needs and requirements
change?
2. Which new customers should we pursue?
3. How should we pursue them?
What We Need to Know about Customers
• Current customers:
1. Siapa target pasar utama?
2. Apa yang memberi mereka nilai?
3. Bagaimana mereka bisa lebih dekat?
4. Bagaimana mereka bisa dilayani dengan lebih baik?
 Future customers:
1. Bagaimana pelanggan dan kebutuhan serta persyaratan
mereka berubah?
2. Pelanggan baru mana yang harus kita kejar?
3. Bagaimana kita harus mengejar mereka?
Knowledge Management
Often 90% of the information that

companies collect is internal –
market research and management
reports that only tell executives
about their own company – while
the real challenge is to build
knowledge about new markets
they do not yet serve and new
technologies they do not yet
possess.
Knowledge Management
Seringkali 90% dari informasi yang

dikumpulkan perusahaan adalah
laporan internal - riset pasar dan
manajemen yang hanya memberi
tahu para eksekutif tentang
perusahaan mereka sendiri -
sementara tantangan sebenarnya
adalah membangun pengetahuan
tentang pasar baru yang belum
mereka layani dan teknologi baru
yang belum mereka miliki.
Figure 4.1
Who is the customer?
Figure 4.1
1. The Initiator. This is the individual (or individuals) who initiates the research
for a solution to the customers problem. In the case of the purchase of
chocolate bar it could be angry child who recognises her own need for
sustenance (or pleasure). In the case of a supermarket the reordering of a
particular line of produce nearing sell-out may be initiated by a stock
controllor, or by an automatic order processing system.
2. The influencer. Influencers are all those individuals who may have some
influence on the purchase decision. A child may have initiated the search for
the chocolate bar, but the parents may have a strong influence (through
holding th purse strings) on wich produk is actually bought.
3. The Decider. Taking into account the views of initiators and influencers some
individual will actually make the decision as to which product or service to
purchase.
4. The purchaser. The purchaser is the individual who actually buys the product
or service.
5. User.
Figure 4.1
1. Initiators. Ini adalah individu (atau individu) yang memulai penelitian untuk
solusi masalah pelanggan. Dalam kasus pembelian cokelat batangan, bisa
jadi anak yang marah menyadari kebutuhannya sendiri akan rezeki (atau
kesenangan). Dalam kasus supermarket, penataan ulang lini produk tertentu
yang hampir terjual habis dapat dimulai oleh pengontrol stok, atau oleh
sistem pemrosesan pesanan otomatis.
2. Influencer adalah semua individu yang mungkin memiliki pengaruh terhadap
keputusan pembelian. Seorang anak mungkin telah memprakarsai pencarian
cokelat batangan, tetapi orang tua mungkin memiliki pengaruh yang kuat
(melalui memegang tali tas) pada produk mana yang sebenarnya dibelinya.
3. DECIDER. Dengan mempertimbangkan pandangan dari inisiator dan
influencer, beberapa individu benar-benar akan membuat keputusan tentang
produk atau layanan mana yang akan dibeli.
4. The purchaser.
5. User. Akhirnya datanglah pengguna akhir produk atau layanan, individu yang
menawarkan pelanggan.
Figure 4.2
Understanding customers – the key questions
Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
Keterkaitan an
motif yang dik
secara bebas.
Keterkaitan
dan motif yan
atau sede
sehingga kon
untuk meng
mengungkapk
Yamaha:
• total market share = 36% (Honda
51%, Suzuki 12%).
Their Research says that out

of the Indonesian female
population of 50.3%, only
13% had driven a
motorcycle.
Therefore Mio was launch with the

technical specs specifically designed
for women.
- automatic
- light and slim (only 87 kg)
- trendy
- convenient brake, footstep, and
transmition
4-14
Facts & Trends
(BPS, 2005 and Deka Research, 2006)
Measures of marketing demand:

- 4 million babies born per year
( = the market ).
- Family expenditure per baby per
month = Rp. 600.000,- (= the
potential market)
Increased health threats.

Higher expectation on kids’ future.
Increased number of working moms
(inadequate ASI)
↓
The available market
The target market: those

4-15
available market in major cities
• Research says
that the young
generation pays
more attention to
health as 20% of
stroke sufferers
are the younger
people (FKUI,
2006).
4-16
Figure 4.3
Marketing research methods
Figure 4.4
Uses of qualitative research
Figure 4.5
Uses of surveys
Figure 4.6
Uses of experimentation
Neuromarketing
• Magnetic resonance imaging (MRI)
• Pictures response of brain to stimuli
• Probing consumer preferences is
controversial
• Invasive
• Privacy issues
• Information sharing
– Insurance companies
– Employers
– Law enforcement
Figure 4.7
Stages in a comprehensive marketing research
project
Figure 4.8
Marketing decision support systems

Marketing Implementation

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Marketing Implementation

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Marketing Strategy & Competitive Positioning

• Riset pemasaran berkaitan dengan

Often 90% of the information that

Seringkali 90% dari informasi yang

Their Research says that out

Therefore Mio was launch with the

Measures of marketing demand:

Increased health threats.

The target market: those

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