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Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Collec&ng Informa&on and Forecas&ng Demand
Copyright © 2012 Pearson Educa8on, Inc. Publishing as Pren8ce Hall Slide 3 of 28
Discussion Ques8ons
1. What are the components of a modern marke8ng informa8on system?
2. What are useful internal records for such a system?
3. What makes up a marke8ng intelligence system?
4. What are some influen8al macroeconomic developments?
5. How can companies accurately measure and forecast demand?
Copyright © 2012 Pearson Educa8on, Inc. Publishing as Pren8ce Hall Slide 4 of 28
Collec8ng Informa8on
Customers
Compe8tors External Factors
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Marke8ng Informa8on System People
Equipment
Procedures
… to gather, sort, analyze, evaluate, and distribute informa8on that is needed, 8mely and accurate
Copyright © 2012 Pearson Educa8on, Inc. Publishing as Pren8ce Hall Slide 6 of 28
Insight
Marke8ng Informa8on System
Marke8ng Research
Marke8ng Intelligence
Internal Records
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Internal Records Order-‐to-‐Payment Cycle
Databases / Data Mining
Sales Informa8on Systems
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Marke8ng Intelligence News and Trade Publica8ons
Meet with customers, suppliers, distributors, and other managers
Monitor social media sites
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Improving Marke8ng Intelligence Sales Force
External Experts
Establish industry network
Customer Advisory Panel
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Steps to Quality Marke8ng 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
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Marke8ng Intelligence & the Internet
Independent Online Forums
Distributor or sales agents feedback sites
Customer review and expert opinion sites
Customer complaint sites
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Using Marke8ng Intelligence
Share Informa8on
Quickly
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Analyzing the Macroenvironment
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Needs and Trends
Fad Megatrend
Trend
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Major Environmental Forces
Economic
Sociocultural
Natural
Technological
Poli8cal-‐Legal
Demographics
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Demographic Environment
Worldwide popula&on growth Popula&on age mix Ethnic and other markets Educa&onal Groups Household paCerns
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The World as a Village
If the world were a village of 100 people:
61 – Asian (20 Chinese, 17 Indian) 18 – Unable to read (33 have cell phones) 18 – Under 10 years of age (11 over 60 years old) 18 – Cars in the village 63 – Inadequate sanita8on 67 – Non-‐Chris8an 30 – Unemployed or underemployed 53 – Live on less than $2 a day 26 – Smoke 14 – Obese 01 – Have AIDS
Source: David J. Smith and Shelagh Armstrong, If the World Were a Village: A Book About the World’s People, 2nd ed. (Tonawanda, NY: Kids Can Press, 2002)
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Economic Environment
Consumer Psychology
Income Distribu8on
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Ourselves
Others
Universe
Organiza8ons
Society
Nature
Sociocultural Environment
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Natural Environment
Environmental Regula8ons
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Technological Environment
Accelerated pace of change
Unlimited opportuni8es
R&D Spending
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Poli8cal-‐Legal Environment
Special Interest Groups
Government Agencies
Laws
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Forecas8ng and Demand Measurement
Market -‐ Size -‐ Growth -‐ Profit poten8al
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Market Types
Poten8al Market
Available Market
Target Market
Penetrated Market
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Ninety Types of Demand Measurement
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Demand Measurement Market Demand
Company Demand
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Market Demand Func8ons
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Es8ma8ng Current Demand
Area market poten8al Total market poten8al
Poten8al Buyers
Average purchase quan8ty
Average price X X
Chain-‐ra8o method
Demand for new light beer
Popula8on
Average percentage of income spent on:
X X Food X Beverages X Alcoholic beverages X
Expected % of spending on Light beer
Copyright © 2012 Pearson Educa8on, Inc. Publishing as Pren8ce Hall Slide 29 of 28
Es8ma8ng Future Demand
Sales Force Opinions Forecas8ng
Past Sales Analysis
Buyer’s Inten8ons
Expert Opinions
