marketing management

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marketing management

  1. 1. Chapter 4 Gathering Information and Measuring Market Demand Marketing Management Tenth Edition Philip Kotler
  2. 2. Objectives <ul><li>Components of a marketing information system </li></ul><ul><li>Criteria of good marketing research </li></ul><ul><li>Decision support systems for marketing management </li></ul><ul><li>Demand measurement and forecast </li></ul>
  3. 3. A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.
  4. 4. Defining the Problem & Research Objectives Exploratory Research Descriptive Research Causal Research <ul><li>Test cause- and-effect </li></ul><ul><li>relationships. </li></ul><ul><li>Tests hypotheses about cause- </li></ul><ul><li>and-effect relationships. </li></ul><ul><li>Sheds light on problem - </li></ul><ul><li>suggest solutions or </li></ul><ul><li>new ideas. </li></ul><ul><li>Ascertain magnitudes. </li></ul>
  5. 5. Research Approaches Behavioral Focus-group Survey Experimental Observational
  6. 6. Secondary-Data Sources <ul><li>Internal Sources </li></ul><ul><li>Government Publications </li></ul><ul><li>Periodicals and Books </li></ul><ul><li>Commercial Data </li></ul><ul><li>On-Line </li></ul><ul><ul><li>Associations </li></ul></ul><ul><ul><li>Business Information </li></ul></ul>
  7. 7. The Marketing Research Process Defining the problem and research objectives Developing the research plan Collect the information Analyze the information Present the findings
  8. 8. Good Marketing Research: <ul><li>Is scientific </li></ul><ul><li>Is creative </li></ul><ul><li>Uses multiple methods </li></ul><ul><li>Realizes the interdependence of models & data </li></ul><ul><li>Acknowledges the cost & value of information </li></ul><ul><li>Maintains “healthy” skepticism </li></ul><ul><li>Is ethical </li></ul>
  9. 9. Ninety Types of Demand Measurement (6 x 5 x 3) All sales Company sales Product line sales Product form sales Product item sales Industry sales Product level Territory Region U.S.A. Customer World Space level Short run Medium run Long run Time level
  10. 10. Demand Market Demand Company Demand
  11. 11. Estimating Current Demand <ul><li>Total Market Potential </li></ul><ul><li>Area Market Potential </li></ul><ul><li>Industry Sales </li></ul><ul><li>Market Share </li></ul>
  12. 12. Estimating Future Demand <ul><li>Survey of Buyers’ Intentions </li></ul><ul><li>Composite of Sales Force Opinion </li></ul><ul><li>Expert Opinion </li></ul><ul><li>Past Sales Analysis </li></ul><ul><li>Market Test Method </li></ul>
  13. 13. Review <ul><li>Components of a marketing information system </li></ul><ul><li>Criteria of good marketing research </li></ul><ul><li>Decision support systems for marketing management </li></ul><ul><li>Demand measurement and forecast </li></ul>

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