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Summary Week 4 Theodorus Tanusaputra/2201776804 ·          Marketing information and Customer Insights Customer insights: fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships. Sometimes the company cannot provide the needed information, either because it is not available or because of MIS limitations. ·          Developing Marketing Information 1.        Internal Databases Electronic collections of consumer and market information obtained from data sources within the company network 2.        Competitive marketing intelligence The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment 3.        Marketi...

Analyzing the Marketing Environment Dalam menganalisa lingkungan marketing, terdapat 3 hal yang harus diketahui, yaitu micro-environment, macro-environment, responding to the marketing environment. Micro-environment adalah pelaku-pelaku bisnis yang dekat dengan bisnis dan dapat mempengaruhi dalam melayani konsumennya. Macro-environment adalah pengaruh yang lebih besar dan dapat mempengaruhi micro-environment, seperti demografi, ekonomi, alam, teknologi, politik. Dalam meresponi lingkungan marketing, kebanyakan perusahaan melihat lingkungan marketing sebagai elemen yang tidak dapat dikontrol.

Week 2 summary sesi 3 & 4 Perencanaan strategi adalah proses dari pengembangan dan mempertahankan tujuan dari sebuah organisasi. Pada perencaan strategi dibagi 2; yang pertama Business objectives yang mengarah pada customer yang menambah profit. Kemudian marketing objectives yang bertujuan untuk meningkatkan market share dan promosi. Terdapat 3 Strategi pemasaran; pertama, marketing segmentation, ini membagi market menjadi beberapa grup pembeli yang mempunyai perbedaan kebutuhan. Kedua, market segment adalah grup dari customer yang ingin kita masuki segmentasi pasarnya. Ketiga, Market targeting yaitu proses   dari evaluasi masing- masing segmen pasar dan memilih lain yang lebih menarik. Perencanaan strategi sangat dibutuhkan dalam pengembangan bisnis. Dalam Strategi pemasaran, dibagi menjadi 8;   Executive summary , Marketing situation , Threats & opportunities , Objective and issues , Marketing Stratgey , Action programs , Budgets , Controls. Theodorus...

Chapter 15. Franchising ·          What is Franchising and How Does It Work? A.       What is Franchising Franchising is a form of business organization in which a firm that already has a successful product or service licenses its trademark and method of doing business to other businesses in exchange for and initial franchise fee and an ongoing royalty. B.       How does franchising work? It is a form of growth that allows a business to get its products or services to market through the efforts of business partners or “franchisees”. There are 3 franchise agreement ; Individual franchise agreement, area franchise agreement, master franchise agreement. ·          Establishing a franchise system A.       When to Franchise Retail firms grow when two things happen: first, when the attractiveness of a firm’s products or ...

Chapter 14 Strategies for Firm Growth ·          Internal Growth Strategies Internal growth stragies involve efforts taken within the firm itself, such as new product development, other product-related strategies, and international expansion, for the purpose of increasing sales revenue and profitability. 1.        New Product Development New product development involves designing, producing, and products as a means of increasing firm revenues and profitability. The keys to effective new product and service development, which are consistent with the material on opportunity recognition and feasibility analysis follow; a)        Find a need and fill it b)       Develop products that add value c)        Get quality and pricing right d)       Focus on a specific target market e)   ...

Chapter 13. Preparing for and Evaluating the Challenges of Growth ·          Preparing for Growth Most entrepreneurial firms want to grow, especially in the short term, growth in sales revenue is an important indicator of an entrepreneurial venture’s potential to survive today and successful tomorrow. These are 3 important things for a business to prepare for growth: 1.        Aprreciating the Nature of Business Growth The first thing that a business can do to prepare for growth is to appreciate the nature of business growth. Sometimes businesses grow at a measured pace and then experience a sudden upswing in orders and have difficulty keeping up. 2.        Staying Committed to a Core Strategy A firm’s core strategy is largely determined by its core competencies. 3.        Planning for Growth A business owner should step back and measure the...