MARKET

A market is any one of a variety of different systems, institutions, procedures, social relations and infrastructures whereby businesses sell their goods, services and labor to people in exchange for money. Goods and services are sold using a legal tender such as fiat money. This activity forms part of the economy. It is an arrangement that allows buyers and sellers to exchange items. Competition is essential in markets, and separates market from trade. Two persons may trade, but it takes at least three persons to have a market, so that there is competition on at least one of its two sides.[1] Markets vary in size, range, geographic scale, location, types and variety of human communities, as well as the types of goods and services traded. Some examples include local farmers' markets held in town squares or parking lots, shopping centers and shopping malls, international currency and commodity markets, legally created markets such as for pollution permits, and illegal markets such as the market for illicit drugs.

In mainstream economics, the concept of a market is any structure that allows buyers and sellers to exchange any type of goods, services and information. The exchange of goods or services for money is a transaction. Market participants consist of all the buyers and sellers of a good who influence its price. This influence is a major study of economics and has given rise to several theories and models concerning the basic market forces of supply and demand. There are two roles in markets, buyers and sellers. The market facilitates trade and enables the distribution and allocation of resources in a society. Markets allow any tradable item to be evaluated and priced. A market emerges more or less spontaneously or is constructed deliberately by human interaction in order to enable the exchange of rights (cf. ownership) of services and goods.

ENTREPRENEURSHIP

Entrepreneurship is the act of being an entrepreneur, which is a French word meaning "one who undertakes innovations, finance and business acumen in an effort to transform innovations into economic goods". This may result in new organizations or may be part of revitalizing mature organizations in response to a perceived opportunity. The most obvious form of entrepreneurship is that of starting new businesses (referred as Startup Company); however, in recent years, the term has been extended to include social and political forms of entrepreneurial activity. When entrepreneurship is describing activities within a firm or large organization it is referred to as intra-preneurship and may include corporate venturing, when large entities spin-off organizations.[1]

According to Paul Reynolds, entrepreneurship scholar and creator of the Global Entrepreneurship Monitor, "by the time they reach their retirement years, half of all working men in the United States probably have a period of self-employment of one or more years; one in four may have engaged in self-employment for six or more years. Participating in a new business creation is a common activity among U.S. workers over their course of their careers." [2] And in recent years has been documented by scholars such as David Audretsch to be a major driver of economic growth in both the United States and Western Europe.

Entrepreneurial activities are substantially different depending on the type of organization that is being started. Entrepreneurship ranges in scale from solo projects (even involving the entrepreneur only part-time) to major undertakings creating many job opportunities. Many "high value" entrepreneurial ventures seek venture capital or angel funding (seed money) in order to raise capital to build the business. Angel investors generally seek annualized returns of 20-30% and more, as well as extensive involvement in the business.[3] Many kinds of organizations now exist to support would-be entrepreneurs, including specialized government agencies, business incubators, science parks, and some NGOs. In more recent times, the term entrepreneurship has been extended to include elements not related necessarily to business formation activity such as conceptualizations of entrepreneurship as a specific mindset (see also entrepreneurial mindset) resulting in entrepreneurial initiatives e.g. in the form of social entrepreneurship, political entrepreneurship, or knowledge entrepreneurship have emerged.

Segmentasi Pasar

Segmentation research is important in defining the marketplace. Structure is provided in terms of grouping like-minded consumers (or businesses) in meaningful ways. A major purpose of segmentation research is to identify sub-markets and their profit potential.

Segmentasi pasar dapat didefinisikan sebagai proses membagi pasar menjadi bagian/bagian atau irisan/irisan konsumen yang khas yang mempunyai kebutuhan atau sifat yang sama dan kemudian memilih satu atau lebih segmen yang akan dijadikan sasaran.

Sebelumnya, cara paling umum yang dilakukan untuk menjaring konsumen adalah dengan melalui pemasaran masal.

Untuk memasarkan kebutuhan primer/pokok, cara ini masih sangat tepat. Banyak perusahaan pemasar kebutuhan pokok sukses menerapkan pemasaran masal. Tetapi kenyataannya berkata lain manakali diterapkan perusahaan pemasar produk lain, semisal barang elektronik. Ini berasalan, karena untuk kebutuhan non primer, konsumen cenderung mempertimbangkan hal-jal lain selain pertimbangan kebutuhan. Dan ini jelas melahirkan variasi keinginan konsumen berbeda

Segmentasi memungkinkan pemasar menghindari persaingan langsung. Ini dimungkinkan karena mereka bisa “tampil beda” dengan kompetitornya, melalui perbedaan harga, corak, kemasan, daya tarik promosi, cara distribusi dan service memadai.

Para pemasar menyadi, biaya riser segmentasi pasar, berkurangnya volume per produksi dan kampanye promosi yang “lain”, memang membutuhkan dana lebih. Tetapi, kenyataan menunjukkan, strategi segmentasi pasar senantiasa diimbangi peningkatan penjualan yang significan, Di siis lain, jika untuk ini produsen terpaksa menaikkan harga, konsumen umumnya tidak mempermasalahkan sepanjang layanan yang diberikan memuaskan.

Dalam pelaksanaannya, segmentasi pasar melalui tiga tahap utama, yakni

1. membagi pasar ke dalam kelompok-kelompok homogen.
2. memilih satu segmen atau lebih untuk dijadikan target, dengan cara mengambil keputusan atas dasar bauran pemasaran yang khusus yakni produk, harga saluran dan daya tarik promosi.

menentukan posisi produk ( product positioning) sehingga bisa dirasakan konsumen dalam setiap segmen yang dijadikan ditargetkan sebagai produk yang memberikan kepuasan lebih baik daripada berbagai penawaran lainnya.

Perhitungan Rouscoe

banyak metode penentuan sampel membuat kita menjadi banyak alternatif dalam memilih metode yang digunakan, salah satunya Rouscoe

Jumlah sampel ditentukan berdasarakan teori Rouscoe (1975) yang menyatakan bahwa dalam penelitian multivariate (termasuk analisis berganda) ukuran sample sebaiknya lebih disuka 10 kali atau lebih besar dari jumlah variable dalam studi. Maka dalam penelitian ini besarnya sample dari jumlah variable dikalikan 30 dan siapa saja responden ditentukan oleh peneliti mengingat pertimbangan waktu penelitian yang singkat dan biaya yang lebih murah. Sehingga sampel yang terpilih dapat memberikan informasi atau data sesuai dengan tujuan penelitian.

Misalnya
Perhitungan : n = Jumlah variable penelitian x 30
n = 4 x 30
n = 120 sampel