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Kotler_MM_14e_03_sppt.ppt
1.
3 Collecting Information and Forecasting Demand 1
2.
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?
3.
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. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-3
4.
Case Study: MEDC Copyright
© 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-4
5.
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 marketing information system?
6.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 3-6 Internal Records and Marketing Intelligence Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system
7.
Database Management Copyright ©
2011 Pearson Education, Inc. Publishing as Prentice Hall 3-7
8.
What is a Marketing
Intelligence System? A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-8
9.
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
10.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 3-10 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
11.
Needs and Trends Copyright
© 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-11 Fad Trend Megatrend
12.
Major Forces in
the Environment Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-12 Demographic Economic Socio-cultural Natural Technological Political-legal
13.
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
14.
Perspective on the
Global Demographic Environment Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-14
15.
Economic Environment Copyright ©
2011 Pearson Education, Inc. Publishing as Prentice Hall 3-15 Consumer Psychology Income Distribution Income, Savings, Debt, Credit
16.
Economic Environment and Consumer
Psychology Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-16
17.
Income Distribution Subsistence
economies Raw-material-exporting economies Industrializing economies Industrial economies Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-17
18.
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
19.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 3-19 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
20.
Socio-Cultural Influences Copyright ©
2011 Pearson Education, Inc. Publishing as Prentice Hall 3-20
21.
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
22.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 3-22 Keys to Avoiding Green Marketing Myopia Consumer Value Positioning Calibration of Consumer Knowledge Credibility of Product Claims
23.
Consumer Environmental Segments 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
24.
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
25.
The Political-Legal Environment Copyright
© 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-25 Business Legislation Growth of Special Interest Groups
26.
Forecasting and Demand 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
27.
A Vocabulary for Demand
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
28.
Market Demand Functions Copyright
© 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-28
29.
Estimating Current Demand: Total
Market Potential Calculations Multiple potential number of buyers by average quantity each purchases times price Chain-ratio method Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-29
30.
Estimating Current Demand: Area
Market Potential Market-Buildup Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-30
31.
Estimating Current Demand: Area
Market Potential Multiple-Factor Index Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-31
32.
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
33.
For Review 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 macroenvironment developments? How can companies accurately measure and forecast demand? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-33
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