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29/09/2014
1
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.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-3
29/09/2014
2
Case Study: MEDC
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-4
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-5
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?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-6
Internal Records andMarketing Intelligence
Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system
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Database Management
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-7
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.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-8
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-9
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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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-10
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
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-11
Fad
Trend
Megatrend
Major Forces in the Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-12
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
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-13
Perspective on the GlobalDemographic Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-14
Economic Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-15
Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
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Economic Environment andConsumer Psychology
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-16
Income Distribution
Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-17
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-18
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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7
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-19
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
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-20
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-21
Natural Environment
Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-22
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
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-23
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-24
Technological Environment
Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
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The Political-Legal Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-25
Business Legislation
Growth of Special Interest Groups
Forecasting andDemand Measurement
How can we measure market demand? Potential market Available market Target market Penetrated market
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-26
A Vocabulary forDemand Measurement
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-27
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
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Market Demand Functions
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-28
Estimating Current Demand:Total Market Potential
Calculations Multiple potential
number of buyers byaverage quantity eachpurchases times price
Chain-ratio method
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-29
Estimating Current Demand:Area Market Potential
Market-Buildup
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-30
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Estimating Current Demand:Area Market Potential
Multiple-Factor Index
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-31
Estimating Future Demand
Survey of Buyers’ Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-32
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