Collecting Information

and Forecasting
Demand
Dr. Ilisa Fajriyati, S.I.A., M.M
1.

Making marketing decisions in a

fast-changing world

To provide context, insight, and

inspiration for marketing decision
making, companies must possess
comprehensive, up-to-date information
about macro trends, as well as about
micro effects particular to their business.
2.

1. The components of a modern

marketing information system

Chapter’s Roadmap 2. Internal records

3. Marketing intelligence system

4. Analyzing macroenvironment

5. measure and forecast demand

5.

1. The components of a modern

marketing information system

Companies with superior information

can choose their markets better,
develop better offerings, and execute
better marketing planning.
If you are a company of…

1. Adult diapers
2. Woman fragrance
3. Tourism souvenirs
4. Weaning food

Q:
a. Which country will you
develop your product?
b. Why?
c. Your marketing planning?
 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.

Internal Company Marketing

Marketing Research
Records Intelligence Activities
3.

2. Internal Records
Internal reports of orders, sales,
prices, costs, inventory levels,
receivables, and payables.
Sales Information Systems.
Timely and accurate reports on
current sales. Ex: Walmart operates a
sales and inventory data warehouse

Databases, Data Warehousing, and

Data Mining
Ex: The customer database will contain
every customer’s name, address, past
transactions, and sometimes even
demographics and psychographics
The Order-to-Payment Cycle
7.

Internal records= Result data 3.Marketing Intelligence

Marketing intelligence system = Happenings data

A marketing intelligence system is a

set of procedures and sources that
managers use to obtain everyday
information about developments in the
marketing environment.

reading books, talking to customers,

monitoring social media meeting with other
newspapers, and trade suppliers, and
on the Internet company managers.
publications; distributors;
4.

4. Analyzing the
Macroenvironment

Needs and Trends

Companies manage to create
new solutions to unmet needs.

The marketers need to consider

how to meet the needs. Differ
Fads, trend and magatrend!

Elmo toys A trend toward health and Smart cars

nutrition awareness
 4. Analyzing the
Identifying the Major Forces Macroenvironment

The Demographic Environment

1. WORLDWIDE POPULATION GROWTH
2. POPULATION AGE MIX
3. ETHNIC AND OTHER MARKETS
4. EDUCATIONAL GROUPS
5. HOUSEHOLD PATTERNS

It affect the consumption pattern, quantity and marketing strategy.

Lets discuss each..
 4. Analyzing the
Identifying the Major Forces Macroenvironment

The Economic Environment

1. INCOME DISTRIBUTION income-distribution patterns:

(1) very low incomes; (2) mostly low incomes;
(3) very low, very high incomes;
(4) low, medium, high incomes; and
2. INCOME, SAVINGS, DEBT, AND CREDIT (5) mostly medium incomes

It affect the consumption pattern, quantity and marketing strategy.

Lets discuss each..
 4. Analyzing the
Identifying the Major Forces Macroenvironment

The Technological Environment

marketers should take account of the accelerating pace of

technological change, opportunities for innovation,
varying R&D budgets, and the increased governmental
regulation brought about by technological change.
The Political-Legal Environment

marketers must work within the many laws regulating

business practices and with various special-interest
groups.
14.

5. Forecasting and
Demand Estimating current demand
Measurement

1. Total market potential = the maximum sales available to all firms in an industry during a given period. Ex: If 100
million people buy books each year, and the average book buyer buys three books a year at an average price of
$20 each, then the total market potential for books is $6 billion (100 x million 􏰀x 3 􏰀 x $20).

2. Area market potential = Because companies must allocate their marketing budget optimally among their best
territories, they need to estimate the market potential of different cities, states, and nations.

3. Industry sales and market share = identifying competitors and estimating their sales.
 5. Forecasting and
Demand Estimating future demand
Measurement

1. SURVEY OF BUYERS’ INTENTIONS

2. SALES FORCE OPINIONS

3. EXPERT OPINION (ex: distributors, suppliers, marketing consultants)

4. PAST-SALES ANALYSIS
21.

Thank you!