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Transcript of 3 Collecting Information and Forecasting Demand 1.
3Collecting
Information and Forecasting
Demand
1
What is a Marketing Information System?
A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-2
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-3
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 improvements
that could be made in the present marketing information system?
3-4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Internal Records and Marketing Intelligence
Order-to-PaymentCycle
Databases,Warehousing,
Data Mining
MarketingIntelligence
System
Sales Information
System
What is a Marketing Intelligence System?
A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-5
Needs and Trends
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-6
Fad
Trend
Megatrend
3-7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Major Forces in the environment
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
Population and Demographics
Population growth Population age mix Ethnic markets Educational groups Household patterns
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-8
Economic Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-9
Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-10
Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-11
Table 3.4 Most Popular American Leisure Activities
Reading TV Watching Spending time with
family Going to movies Fishing
Computer activities Gardening Renting movies Walking Exercise
3-12 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Natural Environment
Shortage of raw materials
Increasedenergy costs
Anti-pollutionpressures
Governmentalprotections
3-13 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Technological Environment
Pace of change
Opportunitiesfor innovation
Varying R&D budgets
Increased regulationof change
The Political-Legal Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-14
Business Legislation
Growth of Special Interest Groups
Forecasting and Demand Measurement
How can we measure market demand? Potential market Available market Target market Penetrated market
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-15
Estimating Current Demand: Total Market Potential
Calculations Multiple potential
number of buyers by average quantity each purchases times price
Chain-ratio method
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-16
Estimating Current Demand: Area Market Potential
Market-Buildup
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-17
Estimating Future Demand
Survey of Buyers’ Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-18
