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3-1
MARKETING MANAGEMENT
Understanding Markets, Demand, and
the Environment
3-2
Chapter Questions
• What are useful intelligence systems?
• How can demand be forecasted and
measured?
• What are some important macro-
environmental forces?
3-3
Internal Data Sources
MarketingResearch
CommercialData Sources
MarketingIntelligence
Sales Information
3-4
Secondary Commercial Data Sources
A.C. Nielsen
NDP Group
Ipsos-Reid
Dun & Bradstreet’s
Simmons
SAMI/Burke
4-5
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
Need estimates of prevalence?
Objective answers by
asking?
Yes
No
YesSURVEY
Good
Poor EXPLORATORY or SECONDARY RESEARCH
OBSERVATIONALRESEARCH
FOCUS GROUPSNo
Research FlowchartUnderstanding
of problem
4-7
Market Demand Functions
4-8
Market Demand Functions
4-9
Estimating Future Demand
• Survey of Buyers’ Intentions
• Composite of Sales Force Opinions
• Expert Opinion
• Past-Sales Analysis
• Market-Test Method
3-10
Environmental Forces
Demographic
Social-CulturalEconomic
NaturalTechnological
Political-Legal
3-11
Mattel Markets in China
3-12
Age versus Cohort effects
1. Age differences –
chronological
2. Cohort effects –
when you were born
3-13
Age versus Cohort effects
• http://www12.statcan.ca/english/census01/products/analytic/Multimedia.cfm?M=1
3-14
Use Data in Marketing Plan
What can these data sources tell you?
•Demand estimates
•Trends
MARKETING PLAN:
•What can we learn about demand for the product
or service?
•Explain it!
1-15
GROUP DISCUSSION: Toy business
1. What have been the key success factors for Toyland?
2. Where is Toyland vulnerable?
3. What should they watch out for?
4. What recommendation would you make to the owner going forward?
5. What should they be sure to do with their marketing?