Marketing Management

Collecting Information & Forecasting

Demand
 2

Chapter Objectives

 What are the components of a modern marketing

information system?
 What are useful internal records?
 What is involved in a marketing intelligence system?
 What are some important macro environment
developments?
 How can company measure and forecast demand?
 3

Understanding External Environment

Compatible
Customer More
with internal
Oriented Strategic
resources

To be more Keep on More

efficient Learning profitable
 4

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.
Marketing Information
System
 Internal Record
 Marketing Intelligence
 Analyzing the Macro Environment
Internal Records
 7

Internal Records-Note
 Order-to-Payment Cycle
 Sales Information System
 Databases, Warehousing, Data mining
 8
Sales Information System
Customer Data Base
 Demographic and Psychographics
 Buying Service History
 Preferences
 Complaints
Data Mining 10
Warehousing 11
 Marketing
Intelligence
System
 13

Marketing Intelligence System

 A set of procedures and sources managers use
to obtain everyday information about
development in the marketing environment.
 Sales report
 Reading books
 Newspaper
 Trade publication
 Talking to customers
 Suppliers
 Monitoring social media via internet
 Blogging
 Meeting with other company managers
 Outside research
Collecting Marketing
Intelligence in the Internet
 Independent consumer goods and service
forums

 Distributor or sales agent feedback sites.

 Combo sites offering review.

 Customer complain sites.

 Public blogs.
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 22
Cookies-New Tool for Database
Analyzing Macro
Environment
Analyzing the Macro Environment 24

NEEDS & TRENDS ENVIRONMENTAL FORCES

Demographic
Economic
Fad Sociocultural
Trend Natural
Megatrends Technological
Political
Fad 25
Trend
Mega Trend 29
 33
Demografi
 34

Population and Demographics

Economic Environment 35
 36

Social Cultural Environment

Socio Cultural
View of Ourselves
View of Others
View of Organization
View of Society
View of Nature
View of the Universe
View of Ourselves
View of Others
View of the Society
View of the Universe
Natural Environment 43
 44

Technological
Environment
Political/Law
Forecasting &
Demand
Measurement
Forecasting and
Demand Measurement
 Potential market: the set consumers with a
sufficient level of interest in a market offer.

 Available market: the set of consumers who have

interest, income, and access to a particular offer.

 Target market: the part of the qualified available

market the company decides to pursue.

 Penetrated market: the set of consumers who are

buying the product.
Vocabulary for Demand
Measurement
 Market Demand:
 total volume that would be bought by a defined
customer group in a defined geographical area in a
defined time period in defined marketing environment
under defined marketing program.

 Market Forecast:
 Marketing expenditure will actually occur. It is the
expected market demand.

 Market Potential:
 The limit approached by market demand as industry
marketing expenditures approach infinity for a given
marketing environment.
 Company Demand:
 The company’s estimated share of market demand at
alternative levels of company marketing (product,
price, place, promotion) effort in a given time period.

 Company Sales Forecast:

 The expected level of company sales based on a
chosen marketing plan and assumed marketing
environment.

 Company Sales Potential:

 The sales limit approached by company demand as
company marketing effort increases relative to that of
competitors.
Estimating Future Demand
 Survey of Buyers’ Intentions
 Composite of Sales Force Opinions
 Expert Opinion
 Past-Sales Analysis
 Market-Test Method