Kotler Mktman 11ce Ch05
-
Upload
murtaza-moiz -
Category
Documents
-
view
220 -
download
0
Transcript of Kotler Mktman 11ce Ch05
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 1/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-1
Chapter 5
Gathering Information andMeasuring Market Demand
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 3/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-3
Chapter Objectives
• In this chapter, we focus on the followingquestions:
– What are the components of a modern marketing
information system? – What constitutes good marketing research?
– How can marketing decision support systems
help marketing managers make better decisions?
– How can demand be more accurately measured
and forecasted?
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 5/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-5
The Components of a Modern
Marketing Information System – What information would you want that you are not
getting now?
– What information would you want daily? Weekly?Monthly? Yearly?
– What magazines and trade reports would you like tosee on a regular basis?
– What topics would you like to be kept informed of?
– What data analysis programs would you want? – What are the four most helpful improvements that
could be made in the present marketing informationsystem?
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 6/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-6
Internal Record Systems
• The Order-to-Payment Cycle
• Sales Information Systems
• Databases, Data Warehouses
And Data-Mining
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 7/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-7
Can you name a company that uses
targeted mailings to promote new
products, or regional offerings?
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 8/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-8
The Marketing
Intelligence System• A Marketing Intelligence System is
a set of procedures and sources
used by managers to obtaineveryday information about
developments in the marketing
environment.
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 9/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-9
What are some of the potential
hazards a company might face by
relying too heavily on distributors,
retailers, or other
intermediaries for
market intelligence?
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 10/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-10
The Marriott Vacation Club International Web sitegives interested customers the opportunity to sell
themselves on the Marriott offerings
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 11/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-11
CEOExpress.com is a portal to information –a userclicks on a listing and is then connected to that site
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 12/35Co ri ht 2004 © Pearson Education Canada Inc.
5-12
Table 5.1: Secondary-Data Sources
Secondary-Data Sources A. Internal SourcesCompany profit-loss statements, balance
sheets, sales figures, sales-call reports,invoices, inventory records, and prior research reports.
B. Government Publications• Statistical Abstract of the United States
• County and City Data Book
• Industrial Outlook
• Marketing Information Guide
C. Periodicals and Books
• Business Periodicals Index
• Standard and Poor’s Industry
See text for complete table
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 13/35Co ri ht 2004 © Pearson Education Canada Inc.
5-13
Marketing Research System• Marketing Research
• Suppliers of Marketing Research
– Engaging students or professors to design and carry
out projects
– Using the Internet
– Checking out rivals
– Syndicated-service research firms
– Custom marketing research firms
– Specialty-line marketing research firms
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 14/35Co ri ht 2004 © Pearson Education Canada Inc.
5-14
Figure 5.1:The Marketing
Research Process
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 15/35Co ri ht 2004 © Pearson Education Canada Inc.
5-15
Marketing Research System
• The Marketing Research Process
– Step 1: Define the Problem, the Decision
Alternatives, and the Research Objectives
– Step 2: Develop the
Research Plan
• Data Sources
• Research Approaches – Observational research
– Focus group research
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 16/35Co ri ht 2004 © Pearson Education Canada Inc.
5-16
Marketing Research System
– Survey research
– Behavioural data
– Experimental research
– Ethnography
• Research Instruments
– Questionnaires
– Psychological tools – Mechanical devices
– Quantitative measures
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 17/35Co ri ht 2004 © Pearson Education Canada Inc.
5-17
Table 5.2: Types of Questions
See text for complete table
1_____ 2 _____ 3_____ 4_____ 5_____
Small airlines generally give better service than large ones.Strongly Disagree Neither agree Agree Stronglydisagree nor disagree agree
A statement with which the respondentshows the amount of agreement/disagreement.
Likert scale
An organized tour groupSpouse andchildren
Business associates/friends/relativesSpouse
Children onlyNo one
With whom are you traveling on this flight?A question with three or more answers.MultipleChoice
In arranging this trip, did you personally phone American?Yes No
A question with two possible answers.Dichotomous
ExampleDescriptionName
A. Closed-end Questions
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 18/35Co ri ht 2004 © Pearson Education Canada Inc.
5-18
Marketing Research System
• Sampling Plan
– Sampling unit
– Sample size – Sampling procedure
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 19/35Co ri ht 2004 © Pearson Education Canada Inc.
5-19
A. Probability Sample
Simple random sample Every member of the population has anequal chance of selection
Stratified random sample The population is divided into mutually
exclusive groups (such as age groups),and random samples are drawn from eachgroup
Cluster (area) sample The population is divided into mutuallyexclusive groups (such as city blocks), and
the researcher draws a sample of thegroups to interview
Table 5.3: Probability and Nonprobability Samples
Continued on next slide . . .
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 20/35Co ri ht 2004 © Pearson Education Canada Inc.
5-20
B. Nonprobability Sample
Convenience sample The researcher selects the mostaccessible population members
Judgment sample The researcher selects populationmembers who are good prospects foraccurate information
Quota sample The researcher finds and interviews aprescribed number of people in each ofseveral categories
Table 5.3: Probability and Nonprobability Samples (Continued)
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 21/35Co ri ht 2004 © Pearson Education Canada Inc.
5-21
Marketing Research System
• Contact Methods – Mail questionnaire
– Telephone interviewing
– Personal interviewing• Arranged interviews
• Intercept interviews
• Online methods
– Click-stream
– Cookies
– Automated
telephone surveys
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 22/35Co ri ht 2004 © Pearson Education Canada Inc.
5-22
Marketing Research System
• Step 3: Collect the
Information
• Step 4: Analyze the
Information
• Step 5: Present the
Findings
• Step 6: Make the
Decision
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 24/35Co ri ht 2004 © Pearson Education Canada Inc.
5-24
Marketing Research System
• Overcoming Barriers to the Use of
Marketing Research
– A narrow conception of the research – Uneven caliber of researchers
– Poor framing of the problem
– Late and occasionally erroneous findings – Personality and presentational differences
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 25/35Co ri ht 2004 © Pearson Education Canada Inc.
5-25
Marketing Decision SupportSystem
• Marketing Decision Support
System (MDSS)
– Marketing and sales
software programs• BRANDAID
• CALLPLAN
• DETAILER
• GEOLINE• MEDIAC
• PROMOTER
• ADCAD
• CONVERSTORY
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 26/35Co ri ht 2004 © Pearson Education Canada Inc.
5-26
Table 5.5: Quantitative Tools Used in Marketing Decision Support Systems
Statistical Tools
1. Multipleregression:
A statistical technique for estimating a “best fitting” equation
showing how the value of a dependent variable varies withchanging values in a number of independent variables.Example : A company can estimate how unit sales areinfluenced by changes in the level of company advertisingexpenditures, sales force size, and price.
2. Discriminantanalysis:
A statistical technique for classifying an object or persons intotwo or more categories. Example : A large retail chain storecan determine the variables that discriminate betweensuccessful and unsuccessful store locations.
3. Factoranalysis:
A statistical technique used to determine the few underlyingdimensions of a larger set of intercorrelated variables.Example : A broadcast network can reduce a large set of TVprograms down to a small set of basic program types.
See text for complete table
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 27/35Co ri ht 2004 © Pearson Education Canada Inc.
5-27
Forecasting and DemandMeasurement
• The Measures of Market Demand
Figure 5.3: NinetyTypes of DemandMeasurement(6X5X3)
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 28/35Co ri ht 2004 © Pearson Education Canada Inc.
5-28
– Which Market to
Measure?• Market
• Potential market
• Available market• Target market
(severed market)
• Penetrated market
• A Vocabulary for Demand Measurement
– Market Demand
• Market share
• Market penetration index
• Share penetration index
Forecasting and DemandMeasurement
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 29/35Co ri ht 2004 © Pearson Education Canada Inc.
5-29
Figure 5.4: Market Demand Functions
Forecasting and
Demand Measurement
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 30/35Co ri ht 2004 © Pearson Education Canada Inc.
5-30
Can you name a market segment
with a low penetration index? A
high penetration index? Can you
think of a market where the high
penetration index might be a
misleading indicator?
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 31/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-31
Forecasting and Demand
Measurement – Market Forecast
– Market Potential• Product penetration
percentage
– Company Demand
– Company Sales
Forecast• Sales quota
• Sales budget
– Company Sales Potential
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 32/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-32
• Estimating Current demand
– Total Market Potential
– Area Market Potential
• Market-Buildup Method
Forecasting and Demand
Measurement
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 33/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-33
Forecasting and Demand
Measurement
• Multiple-Factor Index
Method – Brand development
index (BDI)
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 34/35
Co ri ht 2004 © Pearson Education Canada Inc.
5-34
Forecasting and Demand
Measurement – Industry Sales and Market Shares
• Estimating Future Demand
• Survey of Buyers’ Intentions
– Forecasting
– Purchase probability scale
8/4/2019 Kotler Mktman 11ce Ch05
http://slidepdf.com/reader/full/kotler-mktman-11ce-ch05 35/35
5 35
Forecasting and Demand
Measurement – Composite of Sales Force Opinions
– Expert Opinion
• Group discussion method
• Pooling of individual estimates
• Past-Sales Analysis
– Time-series analysis
– Exponential smoothing
– Statistical demand analysis – Econometric analysis
• Market-Test Method