Chapter 3 - Collecting information and forecasting demand. After studying this chapter you will be able to understand: What are the components of a modern marketing information system? What are useful internal records for such a system? What makes up a marketing intelligence system? What are some influential macroeconomic developments? How can companies accurately measure and forecast demand?
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 2Collecting Information and Forecasting
Demand
Ch ap
te r 3
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Discussion Questions
1 What are the components of a modern
marketing information system?
2 What are useful internal records for such a
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Collecting Information
Customers
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Marketing Information System
People
Equipment
Procedures
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Internal Records
Order-to-Payment Cycle
Databases / Data Mining
Sales Information Systems
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Monitor
social media
sites
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Marketing Intelligence & the
Internet
Independent Online Forums
Distributor or sales agents feedback sites
Customer review and expert
opinion sites
Customer complaint sites
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Using Marketing Intelligence
Share Information
Quickly
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Analyzing the
Macroenvironment
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Needs and Trends
Trend
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Major Environmental Forces
Economic
Sociocultural Natural
Technological
Political-Legal Demographics
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Demographic Environment
Worldwide population growth
Population age mix
Ethnic and other markets
Educational Groups
Household patterns
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The World as a Village
If the world were a village of 100 people:
61 – Asian (20 Chinese, 17 Indian)
18 – Unable to read (33 have cell phones)
18 – Under 10 years of age (11 over 60 years old)
18 – Cars in the village
Source: David J Smith and Shelagh Armstrong, If the World Were a
Village: A Book About the World’s People, 2nd ed (Tonawanda, NY:
Kids Can Press, 2002)
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Economic Environment
Consumer Psychology
Income Distribution
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Sociocultural Environment
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Natural Environment
Environmental Regulations
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Political-Legal Environment
Special Interest Groups
Government Agencies Law
s
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Forecasting and Demand
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Market Types
Potential Market
Available Market
Target Market Penetrated Market
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Demand Measurement
Market Demand
Company Demand
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Estimating Current Demand
Area market potential Total market potential
Potential
Buyers
Average purchase quantity
Average price
Average percentage of income spent
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Estimating Future Demand
Expert Opinions