{"id":8166,"date":"2020-09-20T12:53:38","date_gmt":"2020-09-20T05:53:38","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=8166"},"modified":"2023-06-23T16:30:37","modified_gmt":"2023-06-23T09:30:37","slug":"marketing-intelligence-system","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2020\/09\/marketing-intelligence-system\/","title":{"rendered":"Marketing Intelligence System"},"content":{"rendered":"<h2 style=\"text-align: left\"><strong><i>Marketing Intelligence <\/i>dan Fungsinya untuk Organisasi dan Bisnis<\/strong><\/h2>\n<p style=\"text-align: justify\"><em>Marketing intelligence system<\/em> atau sistem intelijensi pemasaran adalah seperangkat prosedur dan sumber yang digunakan seorang manajer pemasaran untuk memperoleh informasi tentang perkembangan di lingkungan pemasaran. <em>Marketing intelligence<\/em> merupakan bagian dari <em>business intelligence<\/em> yang biasanya digunakan untuk strategi pemasaran. Definisi lain dari <em>marketing intelligence<\/em> yaitu merupakan proses <em>aqcuiring<\/em> dan menganalisis informasi untuk mengerti kondisi pasar (konsumen yang potensial dan yang masih eksis), sikap dan perilaku pasar, dan untuk mengakses perubahan dalam lingkungan bisnis atau dengan kata lain <em>marketing intelligence<\/em> adalah kemampuan untuk mengerti, menganalisis, dan menilai lingkungan internal dan eksternal yang berhubungan dengan konsumen, pesaing, pasar, dan industri untuk mendukung proses pengambilan keputusan (Aaker, 2007).<\/p>\n<p style=\"text-align: justify\">Organisasi dan perusahaan sangat membutuhkan <em>marketing intelligence<\/em>. <em>Marketing intelligence <\/em>dapat digunakan untuk mengetahui perilaku konsumen, perilaku kompetitor, mengidentifikasi produk baru, memprediksi pasar di masa yang akan datang, melakukan perencanaan pemasaran hingga segmentasi pasar.<\/p>\n<h2 style=\"text-align: left\"><strong>Bagian-bagian <i>Marketing Intelligence<\/i><\/strong><\/h2>\n<p style=\"text-align: justify\"><em>Marketing intelligence<\/em> terdiri dari dua bagian yaitu <em>marketing research<\/em> dan <em>customer relationship marketing\/database marketing<\/em> (Aaker, 2007). <em>Marketing research<\/em> lebih fokus pada proses perencanaan pemasaran dengan menganalisis situasi, membangun strategi, membangun program pemasaran, dan implementasi strategi, sedangkan <em>customer relationship marketing\/database marketing<\/em> lebih fokus pada pengolahan data dalam sebuah database (Amborowati dan Suyanto, 2015).<\/p>\n<h2 style=\"text-align: left\"><strong>8 Tindakan untuk Meningkatkan Kualitas dan Kuantitas <i>Marketing Intelligence<\/i><\/strong><\/h2>\n<p style=\"text-align: justify\">Manajer pemasaran dapat mengumpulkan komponen <em>marketing intelligence system<\/em> dari buku, surat kabar, publikasi perdagangan, berbicara dengan pelanggan, pemasok, distributor, dan manajer perusahaan lainnya, serta memantau media sosial. Sebuah perusahaan juga dapat mengambil delapan tindakan untuk meningkatkan kuantitas dan kualitas dari <em>marketing intelligence<\/em>, di antaranya:<\/p>\n<ul style=\"text-align: justify\">\n<li>Memberi pelatihan dan memotivasi para <em>sales<\/em> untuk melihat dan melaporkan perkembangan \u2013 perkembangan baru<\/li>\n<li>Memotivasi distributor, pengecer, dan perantara lainnya untuk menyampaikan hal \u2013 hal dalam <em>marketing intelligence<\/em> yang penting<\/li>\n<li>Merekrut pekerja ahli eksternal untuk mengumpulkan komponen lain dalam <em>marketing intelligence<\/em><\/li>\n<li>Memperluas jaringan internal dan eksternal<\/li>\n<li>Menyiapkan panel penasehat bagi pelanggan<\/li>\n<li>Memanfaatkan sumber data yang terkait dengan pemerintah<\/li>\n<li>Mendapatkan informasi dari pihak eksternal, seperti perusahaan riset dan vendor<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Dengan adanya <em>marketing intelligence system<\/em>, maka proses kegiatan pemasaran di perusahaan ataupun organisasi dapat berjalan secara maksimal. Apabila proses pemasaran berjalan dengan baik, maka keuntungan akan mudah diperoleh, seperti meningkatnya penjualan, <em>revenue<\/em>, profit serta keunggulan kompetitif.<\/p>\n<hr \/>\n<p style=\"text-align: justify\">Referensi:<\/p>\n<p style=\"text-align: justify\">Aaker, David A., Etl. (2007), Marketing Research, John Wiley &amp; Sons.<\/p>\n<p style=\"text-align: justify\">Amborowati, Armadyah, and M. Suyanto. &#8220;Studi Dukungan Marketing Intelligence pada Strategi Pemasaran.&#8221;\u00a0<em>Seminar Nasional Informatika (SEMNASIF)<\/em>. Vol. 1. No. 1. 2015.<\/p>\n<p style=\"text-align: justify\">Kotler, P and Keller, K. L. (2016). <em>Marketing Management<\/em>. 15th Edition. Pearson. England<\/p>\n<hr \/>\n<p><em>(<span style=\"font-weight: 500\">Baca juga: <\/span><a href=\"https:\/\/binus.ac.id\/malang\/2020\/09\/pentingnya-business-intelligence-bagi-kesuksesan-bisnis\/\"><span style=\"font-weight: 500\">Pentingnya <\/span><i><span style=\"font-weight: 500\">Business Intelligence<\/span><\/i><span style=\"font-weight: 500\"> bagi Kesuksesan Bisnis<\/span><\/a>)<\/em><\/p>\n<p style=\"text-align: justify\">\n","protected":false},"excerpt":{"rendered":"<p>Marketing Intelligence dan Fungsinya untuk Organisasi dan Bisnis Marketing intelligence system atau sistem intelijensi pemasaran adalah seperangkat prosedur dan sumber yang digunakan seorang manajer pemasaran untuk memperoleh informasi tentang perkembangan di lingkungan pemasaran. Marketing intelligence merupakan bagian dari business intelligence yang biasanya digunakan untuk strategi pemasaran. Definisi lain dari marketing intelligence yaitu merupakan proses aqcuiring [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":11514,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130],"tags":[741],"class_list":["post-8166","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrepreneurship-business-creation","tag-marketing-intelligence-system"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Intelligence System dan Perannya dalam Bisnis<\/title>\n<meta name=\"description\" content=\"Sepenting apa marketing intelligence system dan bagaimana penerapannya dalam menjalankan bisnis atau organisasi? 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