Chapter 3 Collecting Information & Forecasting Demand

Forecasting
Information
Collecting
Demand
Roy M. Cadongonan - AGSB Sta. Rosa
Insightful Marketing Decisions comes from…
and
https://www.linkedin.com/in/roycadongonan

1) What are the components of a modern
marketing information system?
2) What are useful internal records?
3) What makes up a marketing intelligence
system?
4) What are some influential macro environment
developments?
5) How can companies accurately measure and
forecast demand?
Chapter Questions:

Collecting Information &
Forecasting Demand constitutes…
1) Understanding the components of marketing
information system.
2) Useful internal records.
3) Sources of marketing intelligence system.
4) Factors affecting macro environment
development.
5) Accurately measure and forecast demand.
Outline:

Marketing Information System is
important for Decision makers
needed, timely, and accurate
information to marketing
decision makers.
consisting of people,
equipment, and procedures to
gather, sort, analyze,
evaluate, and distribute
1) Understanding the components of marketing information system.

Accurate & timely information
that consists MIS
… results data
2.) Intelligence System
3.) Marketing research
1.) Internal Records
… happenings data

Getting results data from
Internal Records
Managers rely on these records to spot
important opportunities & potential problems;
1) Orders , 2) Sales,
3)Prices, 4) Costs,
5) Inventory levels,
6) Receivables,
7) Payables

Useful Internal Records
1) Order-to-payment cycle
3) Databases, warehousing, data mining
2) Sales Information system

Cycle of Order-to-Payment
The heart of internal record system
2) Useful internal records?

Effectivity of Sales
Information System
Timely and Accurate
reports on Current sales

Efficient use of Databases,
Warehousing, Data Mining
1) Pertinent information about the
customer, product & salesperson
2) Focused activity based on the
information

Marketing Intelligence
made available from…
1) Publications
2) Networking
3) Personal interactions
4) Observations
5) Internet
3) Sources of marketing intelligence system?

6 factors that influence Macro
Environment Developments
1) Demographic
2) Economic
3) Sociocultural
4) Environmental
5) Technology
6) Political-Legal
4) Factors affecting macro environment development

Population is the main
factor to Demographic
Environment
1) Worldwide population growth
2) Population Age Mix
3) Ethnic & other markets
4) Educational groups
5) Household patterns

Economic conditions moves
Economic Environment
1) Consumer psychology
2) Income distribution
3) Income, savings, debt & credit

Changes in values shakes
Sociocultural Environment
1) High persistence of Core Cultural Values
2) Existence of Subcultures

Going Green:
Natural Environment
1) Public actions to reduce pollution
2) Corporate environmentalism

Fast changing Technology
Environment
1) Accelerating pace of change
2) Unlimited opportunities for innovation
3) Varying R&D budgets
4) Increased regulation of technological change

Unstable Political-Legal
Environment
1) Increase in business legislation
2) Growth of special interest group

Importance of Forecasting
Demand measurement …
1) Finance need to raise cash for
investment
2) Manufacturing to establish capacity
3) Purchasing to acquire supplies
4) HR to hire labor
5) Accurately measure and forecast demand

Demands can be estimated
thru time…
1) Current demand
2) Future demand

Current Demand : Here and Now
1) Total Market Potential (Chain ratio method)
2) Area Market Potential (Market build up
method & Multiple-Factor index method)
3) Industry Sales & Market Share

Future Demand : What’s Next?
1) Survey of Buyer’s Intention (Purchase probability
scale)
2) Composite of Sales Force Opinion
3) Expert Opinion
4) Past-Sales Analysis Market Test Method

Estimate total market potential
by Chain Ratio Method
My Wife – Make Up Artist Market Potential
Demand for MUA
X
16yrs & above female pop. in Carmona
X
Percentage discretionary income spent for MU
X
Percentage of client searching online

Knowing your customer to
build-up your Market
Identifying all the potential buyers and estimating
their potential purchases.
Philippine Standard Industrial Classification (PSIC)
patterned after the UN International Standard
Industrial Classification (ISIC)

Multiple-Factor Index Method
Estimate of area market potential

Future Demand is
probability of re-purchase
Purchase Probability
Method uses survey to
inquire consumer’s
future personal
preferences

1) Understanding the components of marketing
information system.
Outline:
a) Internal Records
b) Intelligence System
c) Marketing Research

2) Useful internal records
a) Order-Payment Cycle
b) Sales Information System
c) Database, Warehousing, Data Mining
Outline:

3) Sources of marketing intelligence system.
a) Publications
b) Networking
c) Internet
d) Observations
e) Personal interactions
Outline:

4) Factors affecting macro environment
development.
a) Demographic
b) Economic
c) Sociocultural
d) Environmental
e) Technology
f) Political-Legal
Outline:

5) Accurately measure and forecast demand.
a) Chain ratio method
b) Market build up method
c) Multiple-Factor index
d) Purchase probability
scale
Outline:

Chapter 3 Collecting Information & Forecasting Demand

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