Download - Kotler MM 14e 03 Sppt GE
-
7/31/2019 Kotler MM 14e 03 Sppt GE
1/33
3
Collecting Informationand
Forecasting Demand
-
7/31/2019 Kotler MM 14e 03 Sppt GE
2/33
Copyright 2012 Pearson Education 3-2
Chapter Questions
What are the components of a modernmarketing information system?
What are useful internal records?
What makes up a marketing intelligencesystem?
What are some influential macro
environment developments?
How can companies accurately measure
and forecast demand?
-
7/31/2019 Kotler MM 14e 03 Sppt GE
3/33
What is a
Marketing Information System?
A marketing information system
consists of people, equipment, andprocedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to
marketing decision makers.
Copyright 2012 Pearson Education 3-3
-
7/31/2019 Kotler MM 14e 03 Sppt GE
4/33
Case Study: MEDC
Copyright 2012 Pearson Education 3-4
-
7/31/2019 Kotler MM 14e 03 Sppt GE
5/33
Copyright 2012 Pearson Education 3-5
Table 3.2 Information Needs Probes
What decisions do you regularly make? What information do you need to make these
decisions?
What information do you regularly get?
What studies do you periodically request?
What information would you want that you are
not getting now?
What are the four most helpful improvementsthat could be made in the present marketing
information system?
-
7/31/2019 Kotler MM 14e 03 Sppt GE
6/33
Copyright 2012 Pearson Education 3-6
Internal Records andMarketing Intelligence
Order-to-payment cycle
Sales information system
Databases, warehousing, data mining Marketing intelligence system
-
7/31/2019 Kotler MM 14e 03 Sppt GE
7/33
-
7/31/2019 Kotler MM 14e 03 Sppt GE
8/33
What is aMarketing Intelligence System?
A marketing intelligence system isa set of procedures and sources that
managers use to obtain everydayinformation about developments in
the marketing environment.
Copyright 2012 Pearson Education 3-8
-
7/31/2019 Kotler MM 14e 03 Sppt GE
9/33
Copyright 2012 Pearson Education 3-9
Steps to Quality Marketing Intelligence
Train sales force to scan for new developments
Motivate channel members to share intelligence
Hire external experts to collect intelligence
Network externally
Utilize a customer advisory panel
Utilize government data sources
Purchase information
-
7/31/2019 Kotler MM 14e 03 Sppt GE
10/33
Copyright 2012 Pearson Education 3-10
Sources of Competitive Information
Independent customer goods and service
review forums
Distributor or sales agent feedback sites
Combination sites offering customer reviewsand expert opinions
Customer complaint sites
Public blogs
-
7/31/2019 Kotler MM 14e 03 Sppt GE
11/33
Needs and Trends
Copyright 2012 Pearson Education 3-11
Fad
Trend
Megatrend
-
7/31/2019 Kotler MM 14e 03 Sppt GE
12/33
Major Forces in the Environment
Copyright 2012 Pearson Education 3-12
Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal
-
7/31/2019 Kotler MM 14e 03 Sppt GE
13/33
Population and Demographics
Population growth
Population age mix
Ethnic markets Educational groups
Household patterns
Copyright 2012 Pearson Education 3-13
-
7/31/2019 Kotler MM 14e 03 Sppt GE
14/33
Perspective on the GlobalDemographic Environment
Copyright 2012 Pearson Education 3-14
-
7/31/2019 Kotler MM 14e 03 Sppt GE
15/33
Economic Environment
Copyright 2012 Pearson Education 3-15
Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
-
7/31/2019 Kotler MM 14e 03 Sppt GE
16/33
Economic Environment andConsumer Psychology
Copyright 2012 Pearson Education 3-16
-
7/31/2019 Kotler MM 14e 03 Sppt GE
17/33
Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies Industrial economies
Copyright 2012 Pearson Education 3-17
-
7/31/2019 Kotler MM 14e 03 Sppt GE
18/33
Copyright 2012 Pearson Education 3-18
Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
-
7/31/2019 Kotler MM 14e 03 Sppt GE
19/33
Copyright 2012 Pearson Education 3-19
Table 3.4 Most PopularAmerican Leisure Activities
Reading
TV Watching
Spending time with
family
Going to movies
Fishing
Computer activities
Gardening
Renting movies
Walking
Exercise
-
7/31/2019 Kotler MM 14e 03 Sppt GE
20/33
Socio-Cultural Influences
Copyright 2012 Pearson Education 3-20
-
7/31/2019 Kotler MM 14e 03 Sppt GE
21/33
Copyright 2012 Pearson Education 3-21
Natural Environment
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
-
7/31/2019 Kotler MM 14e 03 Sppt GE
22/33
Copyright 2012 Pearson Education 3-22
Keys to AvoidingGreen Marketing Myopia
Consumer Value Positioning
Calibration of Consumer Knowledge
Credibility of Product Claims
-
7/31/2019 Kotler MM 14e 03 Sppt GE
23/33
Consumer EnvironmentalSegments
Genuine Greens
Not Me Greens
Go-with-the-Flow Greens
Dream Greens
Business First Greens
Mean Greens
Copyright 2012 Pearson Education 3-23
-
7/31/2019 Kotler MM 14e 03 Sppt GE
24/33
Copyright 2012 Pearson Education 3-24
Technological Environment
Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
-
7/31/2019 Kotler MM 14e 03 Sppt GE
25/33
The Political-Legal Environment
Copyright 2012 Pearson Education 3-25
Business Legislation
Growth of Special Interest Groups
-
7/31/2019 Kotler MM 14e 03 Sppt GE
26/33
Forecasting andDemand Measurement
How can we measure market demand?
Potential market
Available market
Target market
Penetrated market
Copyright 2012 Pearson Education 3-26
-
7/31/2019 Kotler MM 14e 03 Sppt GE
27/33
A Vocabulary forDemand Measurement
Copyright 2012 Pearson Education 3-27
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
-
7/31/2019 Kotler MM 14e 03 Sppt GE
28/33
Market Demand Functions
Copyright 2012 Pearson Education 3-28
-
7/31/2019 Kotler MM 14e 03 Sppt GE
29/33
Estimating Current Demand:Total Market Potential
Calculations
Multiple potential
number of buyers by
average quantity each
purchases times price
Chain-ratio method
Copyright 2012 Pearson Education 3-29
-
7/31/2019 Kotler MM 14e 03 Sppt GE
30/33
-
7/31/2019 Kotler MM 14e 03 Sppt GE
31/33
Estimating Current Demand:Area Market Potential
Multiple-Factor Index
Copyright 2012 Pearson Education 3-31
-
7/31/2019 Kotler MM 14e 03 Sppt GE
32/33
Estimating Future Demand
Survey of Buyers Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method
Copyright 2012 Pearson Education 3-32
-
7/31/2019 Kotler MM 14e 03 Sppt GE
33/33
For Review
What are the components of a modern
marketing information system?
What are useful internal records?
What makes up a marketing intelligencesystem?
What are some influential macroenvironment
developments? How can companies accurately measure and
forecast demand?
Copyright 2012 Pearson Education 3-33