Bài giảng MARKETING MANAGEMENT LECTURE NOTES: chap 3 marketing environment analysis

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3 Collecting Information

and Forecasting Demand

1

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 a

Marketing Information System?

A marketing information system

consists of people, equipment, and

procedures to gather, sort, analyze,

evaluate, and distribute needed, timely,

and accurate information to

marketing decision makers

Internal Records and Marketing Intelligence

 Databases, warehousing, data mining

Database Management

What is a Marketing Intelligence System?

A marketing intelligence system is

that managers use to obtain

developments in the marketing environment

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Steps to Quality Marketing Intelligence

 Train sales forceto 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

Sources of Competitive Information

 Independent customer goods and service review forums

 Distributor or sales agent feedback sites

 Combination sites offering customer reviews and expert opinions

 Customer complaint sites

 Public blogs

Major Forces in the Environment

Demographic

Economic Socio-cultural Natural

Technological

Political-legal

Population and Demographics

 Population growth

 Population age mix

 Ethnic markets

 Educational groups

 Household patterns

Perspective on the Global

Demographic Environment

Economic Environment

Consumer Psychology Income Distribution Income, Savings, Debt, Credit

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Economic Environment and

Consumer Psychology

Income Distribution

 Subsistence economies

 Raw-material-exporting economies

 Industrializing economies

 Industrial economies

Social-Cultural Environment

 Views of themselves

 Views of others

 Views of organizations

 Views of society

 Views of nature

 Views of the universe

Table 3.4 Most Popular American Leisure Activities

 Reading

 TV Watching

 Spending time with family

 Going to movies

 Fishing

 Computer activities

 Gardening

 Renting movies

 Walking

 Exercise

Socio-Cultural Influences

Natural Environment

 Shortage of raw materials

 Increased energy costs

 Anti-pollution pressures

 Governmental protections

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Technological Environment

 Pace of change

 Opportunities for innovation

 Varying R&D budgets

 Increased regulation of change

The Political-Legal Environment

Business Legislation

Growth of Special Interest Groups

Forecasting and

Demand Measurement

 How can we measure market demand?

Potential market

Available market

Target market

Penetrated market

A Vocabulary for Demand Measurement

Market Demand Market Forecast Market Potential Company Demand Company Sales Forecast Company Sales Potential

Estimating Current Demand:

Total Market Potential

Multiple potential number of buyers by average

quantity each purchases times price

Q = n x q x p (*)

Q : total demand

n : Number of buyers

q : average product quantity customer buys

every year

p : average price

Teenager T Shirt market

 HCMC population: 10 m

 Population in Dist 1, 3, 4, Tân Bình, Phú Nhuận: 40% HCMC

 Teenager makes up 20% population

 Teenager often buys 3 items/year

 Affordable price: 200.000/item

 Calculate the market demand?

 Market demand = 10 m x 0.4 x0.2 x3x200000

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Estimating Future Demand

 Survey of Buyers’ Intentions

 Composite of Sales Force Opinions

 Expert Opinion

 Past-Sales Analysis

 Market-Test Method

Conducting Marketing Research

1

What is Marketing Research?

Marketing research is the systematic design,

collection, analysis, and reporting of data

and findings relevant to a specific marketing

situation facing the company

The Marketing Research Process

 Define the problem

 Develop research plan

 Collect information

 Analyze information

 Present findings

 Make decision

Step 1: Define the Problem

 Define the problem

 Specify decision alternatives

 State research objectives

Types of Research

Exploratory

Descriptive

Causal

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Step 2: Develop the Research Plan

 Data sources

 Research approach

 Research instruments

 Sampling plan

 Contact methods

Data sources

Research Approaches

 Observational and ethnographic

 Focus group

 Survey

 Behavioral

 Experimental

Focus Groups

Research Instruments

 Questionnaires

 Qualitative Measures

 Technological Devices

Qualitative Techniques

Word Associations Visualization Projective Techniques Laddering

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Questionnaire Do’s and Don’ts

 Ensure questions are

free of bias

 Make questions simple

 Make questions specific

 Avoid jargon

 Avoid sophisticated

words

 Avoid ambiguous words

 Avoid negatives

 Avoid hypotheticals

 Avoid words that could

be misheard

 Use response bands

 Use mutually exclusive categories

 Allow for “other” in fixed response questions

Question Types - Dichotomous

In arranging this trip, did you contact American Airlines?

 Yes  No

Question Types – Multiple Choice

With whom are you traveling on this trip?

 No one

 Spouse

 Spouse and children

 Children only

 Business associates/friends/relatives

 An organized tour group

Question Types – Likert Scale

Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones

 Strongly disagree

 Disagree

 Neither agree nor disagree

 Agree

 Strongly agree

Question Types –

Semantic Differential

American Airlines

Large ……… …….Small

Experienced……….….Inexperienced

Modern……….… Old-fashioned

Question Types – Importance Scale

Airline food service is _ to me

 Extremely important

 Very important

 Somewhat important

 Not very important

 Not at all important

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Question Types – Rating Scale

American Airlines’ food service is _

 Excellent

 Very good

 Good

 Fair

 Poor

Question Types – Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet access were available?

 Definitely buy

 Probably buy

 Not sure

 Probably not buy

 Definitely not buy

Intention to Buy Scale

How likely are you to purchase tickets on

American Airlines if in-flight Internet access

were available?

 Definitely buy

 Probably buy

 Not sure

 Probably not buy

 Definitely not buy

Question Types – Completely Unstructured

Word Association

What is the first word that comes to your mind

when you hear the following?

Airline

American _

Travel

Question Types – Sentence Completion

When I choose an airline, the most important consideration in my decision is:

_

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Story Completion

“I flew American a few days ago I noticed

that the exterior and interior of the plane had

very bright colors This aroused in me the

following thoughts and feelings.” Now

complete the story

_

Technological Devices

 Galvanometers

 Tachistoscope

 Eye cameras

 Audiometers

 GPS

Sampling Plan

 Sampling unit: Who is to be surveyed?

 Sample size: How many people should be

surveyed?

 Sampling procedure: How should the

respondents be chosen?

Contact Methods

Pros and Cons of

Online Research

Advantages

 Inexpensive

 Fast

 Accuracy of data

 Versatility

Disadvantages

 Small samples

 Skewed samples

 Technological problems

 Inconsistencies

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