Marketing Management

Fifteenth Edition

Chapter 3
Collecting
Information and
Forecasting
Demand

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Learning Objectives
3.1 What are the components of a
modern marketing information system?
3.2 What are useful internal records for
a marketing information system?
3.3 What makes up a marketing
intelligence system?
3.4 What are some influential
macroenvironment developments?
3.5 How can companies accurately
measure and forecast demand
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Components of a Modern Marketing
Information System (MIS)
• Internal company records
• Marketing intelligence activities
• Marketing research

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Internal Records
• Internal reports of orders
• Sales
• Prices
• Costs
• Inventory levels
• Receivables
• Payables

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Marketing Intelligence
• Marketing intelligence system: a set of procedures
and sources that managers use to obtain everyday
information about developments in the marketing
environment

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Improving Marketing Intelligence
• Motivate sales force to report new developments
• Motivate intermediaries to pass along intelligence
• Hire external experts to collect intelligence
• Network internally and externally
• Set up a customer advisory panel
• Take advantage of government-related data
• Purchase information from outside research vendors
• Collect marketing intelligence on Internet

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Marketing Intelligence on the Internet
• Independent customer goods and service review
forums
• Distributor or sales agent feedback sites
• Combo sites offering customer reviews and expert
opinions
• Customer complaint sites
• Public blogs

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Communicating & Acting on
Marketing Intelligence
• The competitive intelligence function works best when
it is closely coordinated with the decision-making
process
– Given the speed of the Internet, it is important to act
quickly on information gleaned online

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Analyzing the Macroenvironment
• Needs and Trends
– Fad
– Trend
– Megatrend

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Identifying the Major Forces
• Six major forces in the broad environment
– Demographic
– Economic
– Socio-cultural
– Natural
– Technological
– Political-legal

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The Demographic Environment
• Worldwide population
growth
• Population age mix
• Ethnic and other markets
• Educational groups
• Household patterns

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The Economic Environment
• Consumer psychology
• Income distribution
• Income, savings, debt, credit

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Income Distribution
• Subsistence economies
• Raw-material-exporting economies
• Industrializing economies
• Industrial economies
• Very low incomes
• Mostly low incomes
• Very low, very high incomes
• Low, medium, high incomes
• Mostly medium incomes
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The Sociocultural Environment (1 of 2)
• Views of ourselves
• Views of society
• Views of others
• Views of nature
• Views of organizations
• Views of the universe

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The Sociocultural Environment (2 of 2)
• Core cultural values
– Values are passed from parents to children and
reinforced by social institutions
• Subcultures
– Groups with shared values, beliefs, preferences, and
behaviors emerging from their special life experiences
or circumstances

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The Natural Environment
• Corporate environmentalism
– Opportunities await those who can reconcile prosperity
with environmental protection

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The Technological Environment
• Accelerating pace of change
• Unlimited opportunities for innovation
• Varying R&D budgets
• Increased regulation of technological change

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The Political-Legal Environment
• Laws
• Government agencies
• Pressure groups

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Forecasting and Demand
Measurement
• Market demand measures
– Potential market
– Available market
– Target market
– Penetrated market

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Figure 3.1 Ninety Types of Demand
Measurement

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Demand Measurement Vocabulary (1 of 2)
• Market demand
Figure 3.2 Market Demand Functions

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Market Demand Vocabulary
• Market share
• Market-penetration index
• Share-penetration index

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Demand Measurement Vocabulary (2 of 2)
• Market forecast
• Market potential
• Company demand
• Company sales forecast
• Company sales potential

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Estimating Current Demand (1 of 3)
• Total market potential
– Chain-ratio method

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Estimating Current Demand (2 of 3)
• Area market potential
– Market-buildup method
– Multiple-factor index method

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Brand Development Index (BDI)
Table 3.5 Calculating the Brand Development Index (BDI)
(a) Percent (b) Percent
Blank of U.S. Brand of U.S. Category BDI
Territory Sales Sales (a ÷ b) × 100
Seattle 3.09 2.71 114
Portland 6.74 10.41 65
Boston 3.49 3.85 91
Toledo .97 .81 120
Chicago 1.13 .81 140
Baltimore 3.12 3.00 104

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Estimating Current Demand (3 of 3)
• Industry sales and market share

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Estimating Future Demand
• Survey of buyers’ intentions
– Forecasting and purchase probability scale
• Composite of sales force opinions
• Expert opinion
• Past-sales analysis
• Market-test method

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Copyright

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