05 marke intelligence

7/31/2019 05 Marke Intelligence

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Chapter 5

Understanding

Markets, MarketDemand, and theMarketing

Environment

PowerPoint by Yu HongyanBusiness School of JilinUniversity


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What Types of Decisions

Do Marketers Make?

Example:Restaurant to be located in

the Qianjin Square (location decision)

Here are some marketing decisions weneed to make

Target options- JLU; shopper OR Tourists

MenuBreakfast; Lunch; Dinner; AND/OR

Late Night Sit down OR fast food (or takeout/delivery)

PricesSuper Cheap, Cheap, Average,

High, OR Super High

How to advertise?


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Objectives Marketing Information System

Demand measurement and forecasting

Microenvironmental Trends and Forces


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Marketing Information System It is defined as . . .

people, equipment, and procedures that

gather, sort, analyze, evaluate, anddistribute needed, timely, and accurateinformation to marketing decision makers.


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Marketing

Managers

Analysis

Planning

Implement-

ing

Controlling

Assessing

information

needs

Distributing

information

Internal

reports

Marketing

decisionsupport

analysis

Marketing

intelligence

Marketingresearch

Marketing

Environment

Target

markets

Marketingchannels

Competitors

Publics

Macro-environment

forces

Marketing Decisions and Communications

Developing Information

Marketing Information System


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Marketing Information System (contd) Internal Records Systems

Order-to-payment cycle is key

Timely sales reports help to better manageinventory

Customer, product, salesperson and other

databases can be mined for fresh insightsVMIvendor-managed inventory)


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Marketing Information System (contd) Marketing intelligence system

A set of procedures and sources used by

Manager?????? Not result data but happenings data

Collect information by:

Reading books,newspaper, trade publications; Talking to customers, supplies, and distributors;

Checking Internet sources,

Meeting with other company managers


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Marketing Information System (contd)

Establishing a marketing information center

Motivating channel

members toshare info

Collectingcompetitiveintelligence

Buying info from

commercialdata sources

Developinga customeradvisory panel

Improvingthe quality of

marketing

intelligence

Training and motivating the sales force


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Marketing Information System (contd) Marketing Research

As the systematic design,collection, analysis,

and reporting of data and findings that arerelevant to a specific marketing situationfacing the company


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Marketing Research isthe process of

designing,gathering, analyzingand reporting ofinformation thatmay be used to solvea specific marketingproblem.

Burns and Bush, 2000


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Marketing Research

The Structure of The MR Industry

Internal Suppliers

Have their own formal departments at least a single individual responsible for marketing

research

Have their own formal marketing research

department


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External Suppliers

Syndicated Services research firm: Infoscan Custom marketing research firms

Specially-line marketing research firms

Field Services

Market Segment Specialists

Data Entry Services Sample Design & Distribution Services

Data Analysis Services

Specialized Research Technique Services


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The Marketing Research Process



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Marketing Research

A case of marketing research Taxi mobile

Invitation

Marketing proposal

Qualitative research:focus group

Quantitives research:mall intercept interview

Data edit in Spss or excel

Written Report and oral report


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(contd) Marketing research

Step 1 Define the problem and research objective Problem:???

Objective:

Brand awareness

Usage of mobile

New concept of tax driver mobile

The kinds of Marketing research

Exploratory research

Descriptive research

Causal research


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(contd) Marketing research

Step 2 Develop the research plan

Decisions on Data Sources

Research Approaches

Research Instruments

Sampling Plan

Contact Methods


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Data Sources Primary data

Secondary data, look at the book

For taxi case, which is primary data andwhich is secondary data?


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Research Approaches

Behavioral

Focus-group

Survey

Experimental

Observational


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Research Instruments


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Laddering techniques Laddering techniques involve the creation, reviewing

and modification of hierarchical knowledge, often inthe form of ladders (i.e. tree diagrams).


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Sampling Plan Sampling unit:

Sample size:

Sampling procedure

Probability sampling

Unprobability sampling


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Contact Methods In home interview

Mall intercept interview

Traditional telephone interview

Computer assisted telephone interview CATI

Mail survey

Drop off survey On-line interview


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Step 3 Collect information Field work

Step 4 Analyze the information Tabulate the data Statistical technique

Frequency

Chart

Mean, mode, and correlation, regression

Step 5 present the findings Presentation


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(contd) Marketing Decision Support System

(MDSS)

It is defined as . . .A coordinated collection of data, systems, tools,and techniques with supporting software andhardware by which an organization gathers and

interprets information from businesses and theenvironment and turns it into a basis formarketing action.


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2. Forecasting and Demand

Measurement Market Measurement

Demand Measurement

Estimating Current Demand

Estimating Future Demand


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Measurement (contd)

Essential Aspects

The market Market demand

Company demandand sales forecasts

Current demand

Future demand

Market

Potential market

Available market Target market

(served market)

Qualified availablemarket

Penetrated market

Please give EX.


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2. Forecasting and Demand Measurement

(contd)

What will you do when not satisfied Try to attract more buyers from its target

market Lower the qualification ofpotential buyers

Expand its available market by addingdistribution or lowering price

Try to expand the potential market byadvertising to prospect


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2. Forecasting and Demand Measurement

(contd)

Figure 5-2:

Market Demand Functions

Demand Measurement


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Measurement (contd)

Essential Aspects

The market Measuring demand


Current demand

Future demand

Market demand

Market minimum

Market forecast Market potential

Market forecast

Market potential


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Measurement (contd)

Essential Aspects



Current demand

Future demand

Company demand

Company sales

forecast Sales quota

Sales budget

Company salespotential


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Measurement (contd)

Essential Aspects



Current demand

Future demand

Total marketpotential

Area marketpotential

Market-buildupmethod


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Measurement (contd)

Essential Aspects



Current demand

Future demand

Many ForecastingMethods:

Buyer intentionssurvey

Composite of salesforce opinions

Expert opinion Past-sales analysis

Market-test method


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3. MacroenvironmentalTrends And Forces

Demographic Environment

Worldwide Populations Growth

Geographic Population ShiftsRise of Micromarkets

Household Patterns

Educational Groups

Population Age Mix

Ethnic Markets


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3. Macroenvironmental

Trends And Forces (contd)

Income Distribution

Savings, debt,and credit availability

Economic Environment


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Changing role ofgovernments

Shortage of raw materials

Anti-pollution pressures

Increased energy costs

Natural Environment


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Accelerating pace oftechnological change

Increased regulation oftechnological change

Unlimitedopportunities for

innovation

Varying R&Dbudgets

TechnologicalEnvironment


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Legislationregulating business

Growth ofspecial interest groups

Political-Legal Environment


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World views heldby consumers

High persistence ofcore values

Existence of subcultures

Socio-Cultural Environment


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