Kotler Mm15e Inppt 03

(1)

Chapter

3

Collecting

Information and

Forecasting

Demand

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Learning Objectives

1.

1. What are the components of a modernWhat are the components of a modern

marketing information system? marketing information system?

2.

2. What are useful internal records for What are useful internal records for a marketinga marketing

information system? information system?

3.

3. What makes up a marketing intelligenceWhat makes up a marketing intelligence

system? system?

4.

4. What are some influential What are some influential macroenvironmentmacroenvironment

developments? developments?

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Components of a

Modern Marketing

Information System (MIS)



Internal company records



Marketing intelligence activities



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Internal records

•

• Internal reports of orders

Internal reports of orders

•

• Sales

Sales

•

• Prices

Prices

•

• Costs

Costs

•

• Inventory levels

Inventory levels

•

• Receivables

Receivables

•

(5)

Marketing intelligence

•

• Marketing intelligence system: a set of Marketing intelligence system: a set of proceduresprocedures and sources that managers use to obtain

and sources that managers use to obtain everydayeveryday information about developments in the marketing information about developments in the marketing environment

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Improving

marketing intelligence



 Motivate sales force to report Motivate sales force to report new developmentsnew developments 

 Motivate intermediaries to pass along intelligenceMotivate intermediaries to pass along intelligence 

 Hire external experts to collect intelligenceHire external experts to collect intelligence 

 Network internally and externallyNetwork internally and externally 

 Set up a customer advisory panelSet up a customer advisory panel 

 Take advantage of government-related dataTake advantage of government-related data 

 Purchase information from outside research vendorsPurchase information from outside research vendors 

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Marketing Intelligence on the

internet

•

• Independent customer goods and service

Independent customer goods and service

review forums

•

• Distributor or sales agent feedback sites

Distributor or sales agent feedback sites

•

• Combo sites offering

Combo sites offering customer reviews

customer reviews

and expert opinions

•

• Customer complaint sites

Customer complaint sites

•

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Communicating & Acting on Marketing

intelligence

•

• The competitive intelligence function

The competitive intelligence function

works best when it is

works best when it is closely coordinated

closely coordinated

with the decision-making process

–

– Given the speed of the Internet, it is importantGiven the speed of the Internet, it is important

to act quickly on information gleaned online

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Analyzing the

Macroenvironment

•

• Needs and Trends

Needs and Trends

– – FadFad – – TrendTrend – – MegatrendMegatrend

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Identifying the

Major Forces

•

• Six major forces in the broad environment

Six major forces in the broad environment

Natural Natural Technological Technological Political-legal Political-legal Socio-cultural Socio-cultural Economic Economic Demographic Demographic

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The Demographic Environment

•

• Worldwide population growthWorldwide population growth •

• Population age mixPopulation age mix •

• Ethnic and other marketsEthnic and other markets •

• Educational groupsEducational groups •

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CONSUMER PSYCHOLOGY CONSUMER PSYCHOLOGY

INCOME DISTRIBUTION INCOME DISTRIBUTION

INCOME, SAVINGS, DEBT, CREDIT INCOME, SAVINGS, DEBT, CREDIT

The Economic Environment

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Income distribution

• • SubsistenceSubsistence economies economies • • Raw-material- Raw-material-exporting exporting economies economies • • IndustrializingIndustrializing economies economies • • IndustrialIndustrial •

• Very low incomesVery low incomes •

• Mostly low incomesMostly low incomes •

• VVery ery lowlow, ver, very highy high incomes

incomes •

• Low, medium, highLow, medium, high incomes

incomes •

• Mostly mediumMostly medium incomes

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The

Sociocultural

Environment

Views of Views of ourselves ourselves Views of Views of society society Views of Views of nature nature Views of the Views of the universe universe Views of Views of organizations organizations Views of Views of others others

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The

Sociocultural

Environment

•

• Core cultural values

Core cultural values

–

– Values are passed from parents to childrenValues are passed from parents to children

and reinforced by social institutions

•

• Subcultures

Subcultures

–

– Groups with shared values, beliefs,Groups with shared values, beliefs,

preferences, and behaviors emerging from

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The natural environment

•

• Corporate environment

Corporate

environmentalism

alism

–

– Opportunities await those who can reconcileOpportunities await those who can reconcile

prosperity with environmental protection

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The Technological Environment

Accelerati

Accelerating pace of changeng pace of change Unlimited opportunities Unlimited opportunities

for innovation for innovation

Varying R&D budgets Varying R&D budgets Increased regulation of Increased regulation of

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The Political

-

Legal Environment

LAWS LAWS GOVERNMENT AGENCIES GOVERNMENT AGENCIES PRESSURE GROUPS PRESSURE GROUPS

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Forecasting and Demand

Measurement

•

• Market demand measures

Market demand measures

–

– Potential marketPotential market

–

– Available market Available market

–

(20)

Figure 3.1

Ninety Types of Demand

Measurement

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Demand measurement

vocabulary

•

(22)

Market demand vocabulary

•

• Market share

Market share

•

• Market-penetration

Market-penetration

index

•

• Share-penetration

Share-penetration

index

(23)

Demand measurement

vocabulary

Market forecast Market forecast Market potential Market potential Company demand Company demand

Company sales forecast Company sales forecast

(24)

Estimating Current Demand

•

• Total market potential

Total market potential

–

(25)

Estimating Current Demand

•

• Area market potential

Area market p

otential

–

– Market-buildup methodMarket-buildup method

–

(26)

brand development index (BDI)

Table 3.5

(27)

Estimating Current Demand

•

(28)

Estimating future demand

•

• Survey of

Survey of buyers’

buyers’ intentions

intentions

–

– Forecasting and purchase probability scaleForecasting and purchase probability scale