3 collecting information and forecasting demand · pdf file6 economic environment and consumer...
TRANSCRIPT
29/09/2014
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3Collecting Information
andForecasting Demand
1
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-2
Chapter Questions What are the components of a modern
marketing information system? What are useful internal records? What makes up a marketing intelligence
system? What are some influential macro
environment developments? How can companies accurately measure
and forecast demand?
What is aMarketing Information System?
A marketing information systemconsists of people, equipment, andprocedures to gather, sort, analyze,evaluate, and distribute needed, timely,and accurate information tomarketing decision makers.
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Case Study: MEDC
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Table 3.2 Information Needs Probes
What decisions do you regularly make? What information do you need to make these
decisions? What information do you regularly get? What studies do you periodically request? What information would you want that you are
not getting now? What are the four most helpful improvements
that could be made in the present marketinginformation system?
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Internal Records andMarketing Intelligence
Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system
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Database Management
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What is aMarketing Intelligence System?
A marketing intelligence system isa set of procedures and sources thatmanagers use to obtain everydayinformation about developments inthe marketing environment.
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Steps to Quality Marketing Intelligence
Train sales force to scan for new developments Motivate channel members to share intelligence Hire external experts to collect intelligence Network externally Utilize a customer advisory panel Utilize government data sources Purchase information
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Sources of Competitive Information
Independent customer goods and servicereview forums
Distributor or sales agent feedback sites Combination sites offering customer reviews
and expert opinions Customer complaint sites Public blogs
Needs and Trends
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Fad
Trend
Megatrend
Major Forces in the Environment
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Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal
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Population and Demographics
Population growth Population age mix Ethnic markets Educational groups Household patterns
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Perspective on the GlobalDemographic Environment
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Economic Environment
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Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
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Economic Environment andConsumer Psychology
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Income Distribution
Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies
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Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe
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Table 3.4 Most PopularAmerican Leisure Activities
Reading TV Watching Spending time with
family Going to movies Fishing
Computer activities Gardening Renting movies Walking Exercise
Socio-Cultural Influences
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Natural Environment
Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
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Keys to AvoidingGreen Marketing Myopia
Consumer Value Positioning Calibration of Consumer Knowledge Credibility of Product Claims
Consumer EnvironmentalSegments
Genuine Greens Not Me Greens Go-with-the-Flow Greens Dream Greens Business First Greens Mean Greens
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Technological Environment
Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
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The Political-Legal Environment
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Business Legislation
Growth of Special Interest Groups
Forecasting andDemand Measurement
How can we measure market demand? Potential market Available market Target market Penetrated market
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A Vocabulary forDemand Measurement
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Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
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Market Demand Functions
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Estimating Current Demand:Total Market Potential
Calculations Multiple potential
number of buyers byaverage quantity eachpurchases times price
Chain-ratio method
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Estimating Current Demand:Area Market Potential
Market-Buildup
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Estimating Current Demand:Area Market Potential
Multiple-Factor Index
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Estimating Future Demand
Survey of Buyers’ Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method
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For Review
What are the components of a modernmarketing information system?
What are useful internal records? What makes up a marketing intelligence
system? What are some influential macroenvironment
developments? How can companies accurately measure and
forecast demand?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-33