This document discusses key concepts from marketing textbooks and local/medical applications. It covers 7 concepts related to collecting information and forecasting demand from internal records, analyzing the macroenvironment, and forecasting market and company demand. Specific examples discussed include order-to-payment cycles, social information systems, analyzing economic and political environments, forecasting demand for new products, and measuring sales projections. The concepts are presented in outline form with references to textbook authors like Kotler alongside Philippine examples from various industries including medical.