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Chapter 3 Collecting Information and Forecasting Demand
Chapter 3 Collecting Information and Forecasting Demand
Kotler • Keller
Marketing Management • 14e
Course Code: Mkt-202
Prepared by
Dewan Golam Yazdani Showrav (DYS)
Assistant professor
Dept. of business administration
Daffodil International University
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ap
Ch Collecting Information and
Forecasting Demand
Discussion Questions
1. What are the components of a modern marketing
information system?
2. What are useful internal records for such a
system?
3. What makes up a marketing intelligence system?
4. What are some influential macroeconomic
developments?
5. How can companies accurately measure and
forecast demand?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 28
Collecting Information
Customers
External Factors
Competitors
Equipment
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 28
Marketing Information System
Internal Records
Marketing Research
Insight
Marketing Intelligence
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 28
Internal Records
Order-to-Payment Cycle
Sales Information
Systems
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 28
Marketing Intelligence
News and Trade Publications
Quickly
Megatrend
Fad
Trend
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 28
Major Environmental Forces
Demographics Economic
Technological
Natural Political-Legal
Sociocultural
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 28
Demographic Environment
Educational Groups
Household patterns
Source: David J. Smith and Shelagh Armstrong, If the World Were a Village: A
Book About the World’s People, 2 nd ed. (Tonawanda, NY: Kids Can Press,
2002)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 28
Economic Environment
Consumer
Psychology
Income
Distribution
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 28
Sociocultural
Environment
Environmental Regulations
Unlimited opportunities
R&D Spending
Laws
Market
- Size
- Growth
- Profit potential
Available Market
Target Market
Penetrated Market
Company Demand
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 28
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Market Demand Functions
Chain-ratio method
Average percentage of income spent on:
Demand Expected % of
Alcoholic
for new X Population X Food X Beverages X X spending on
beverages
light beer Light beer