Download - 05 internal record systm(kotler)
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Internal Records Tujuan Internal Records Lingkup Internal Records Pengumpulan Internal Data Elemen Internal Data Analisis Internal Data
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Subsistem dari fungsi informasi yang mendapatkan data tentang aktivitas perusahaan, transformasi data ke informasi dan membuat informasi tersedia untuk user.
Data didapatkan dari transaksi perusahaan yang diproses dengan cara yang sistematik yang dapat dikaitkan dengan perubahan keputusan marketing mix
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SDM pemasaran secara rutin menerima laporan dari departemen MIS dan EDP
Menyediakan Ad hoc reports ketika muncul masalah atau keputusan baru harus dibuat
Terdapat beberapa data dalam database yang belum digunakan
SDM pemasaran seharusnya lebih proaktif dalam mengeksplore existing data.
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Computer illiteracy◦ Kebanyakan user tidak tahu bagaimana dan
data apa yang ada di komputer Division of labor
◦ Kurangnya koordinasi - cross functional knowled ge hinder
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Customer satisfaction Strategi pemasaran yang kreatif dan efektif
◦ Integrated marketing strategies Merupakan realitas organisasi
◦ Kekuatan dan kelemahan Competitive advantage Marketing control
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Berdasarkan transaction processing sys tem (TPS) dan accounting information s
ystem (AIS) Pendekatan sistematis untuk mereview
informasi yang didapat terkait operasional internal Systematic
Mempertimbangkan aktivitas utama dalam value chain organisasi
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Value Chain
PurchasedSupplies
and Inboundlogistics
Operations
DistributionAnd
outbound logistics
Sales and
marketingService
Profit Margin
Infrastruktur Perusahaan
Human Resources Management
Pengembangan teknologi (dan R&D)
Aktivitas utama
Aktivitas pendukung
Procurement
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CustomerServices
Marketing& Sales
OutboundLogisticsOperations
InboundLogistics
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Bagaimana perusahaan mendapatkan sumberdaya yang diperlukan dari lingkungan dan dari supplier◦ Sistem pembelian◦ Receiving records◦ Inventory system◦ Account payable system
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Tahapan dimana bahan baku, komponen, dan jasa ditransformasi ke produk akhir untuk dikirim, disimpan, dan dijual◦ Production schedules and delays◦ Production costs◦ Rework and modification records◦ Quality control records
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Sistem prosedur untuk pergudangan barang dan transporting barang akhir ke konsumen◦ Pencatatan persediaan barang akhir◦ Warehouse inventory records◦ Pencatatan transportasi
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Link yang krusial antara organisasi dan konsumen◦ Database prospek◦ Order entry system◦ Sales commission records◦ Account receivable system
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Memiliki tujuan utama melacak masalah konsumen dan mengatur prosedur untuk menyelesaikan masalah sehingga memuaskan konsumen◦ Service records◦ Customer complaint records◦ - Help line call records
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Sumber data◦ Dalam organisasi
Metode pengumpulan data◦ Standard forms◦ Informal reporting◦ Computer software
Spreadsheet Database Pelacak data konsumen, misal: cookies (untuk
perusahaan oline)
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Accounting data◦ Sales : plan v.s. actual◦ Costs and expenses◦ Profits and returns
Marketing data◦ Target market(s)◦ Marketing mix◦ Aktivitas pemasaran
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Employee data◦ Salespersons◦ Customer service representatives◦ Staff pemasaran yang lain
Stakeholder data◦ Suppliers (sekarang dan mantan)◦ Intermediaries (sekarang dan mantan)
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- - Order shipping billing cycle/Order to payment system
Product costing and pricing◦ Cost structure◦ Product line analysis
Analisis keuangan - Sales variance analysis (Analisis
penyimpangan penjualan)◦ Variance penurunan harga◦ Variance penurunan volume
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- Micro sales analysis◦ By product (brand management)◦ By customer (customer management)◦ By customer type (channel management)◦ By salesperson (sales management)◦ By region (sales/logistics management)◦ By time frame (sales management)◦ By event/activity (sales management)◦ ...
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Marketing cost- - to sales analysis - Market based scorecard analysis
◦ - Customer performance scorecard New, dissatisfied, lost customers
◦ - Stakeholder performance scorecard Employees/salespersons Suppliers Distributors/middlemen ...
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Customer analysis◦ The RFM approach
Recency Frequency Monetary value
◦ Segmentation Geographic segmentation Demographic segmentation Behavioral segmentation
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Marketing profitability analysis◦ By product◦ By territory◦ By customer◦ By market segment◦ By trade channel◦ By order size◦ ...
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