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Collecting Information and Forecasting Demand

Kotler Chapter3 Collecting Information and forecasting demand

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Rahul Khanna
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351 views28 pages

Collecting Information and Forecasting Demand

Kotler Chapter3 Collecting Information and forecasting demand

Uploaded by

Rahul Khanna
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Kotler Keller

Marketing Management 14e

Phillip

Kevin Lane

Collecting Information and Forecasting Demand

Discussion Questions
1. What are the components of a modern marketing information system? 2. What are useful internal records for such a system?

3. What makes up a marketing intelligence system?


4. What are some influential macroeconomic developments? 5. How can companies accurately measure and forecast demand?
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 28

Collecting Information
Customers

Competitors

External Factors

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Marketing Information System


People

Procedures

Equipment
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Marketing Information System


Internal Records

Marketing Research

Insight

Marketing Intelligence
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Internal Records
Order-to-Payment Cycle

Databases / Data Mining

Sales Information Systems


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Marketing Intelligence
News and Trade Publications

Meet with customers, suppliers, distributors, and other managers


Monitor social media sites
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Improving Marketing Intelligence


Sales Force Establish industry network

External Experts
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Customer Advisory Panel


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Marketing 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 Marketing Intelligence


Share Information

Quickly

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Analyzing the Macroenvironment

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Needs and Trends

Megatrend
Fad

Trend
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Major Environmental Forces

Demographics Technological

Economic

Natural Sociocultural
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Political-Legal
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Demographic Environment
Worldwide population growth Population age mix

Ethnic and other markets


Educational Groups Household patterns

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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 sanitation 67 Non-Christian 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 Worlds People, 2nd ed. (Tonawanda, NY: Kids Can Press, 2002)
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 28

Economic Environment

Consumer Psychology

Income Distribution
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Ourselves

Nature

Others

Sociocultural Environment
Society Universe

Organizations
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Natural Environment

Environmental Regulations

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Technological Environment
Accelerated pace of change
Unlimited opportunities

R&D Spending

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Political-Legal Environment
Government Agencies Laws

Special Interest Groups


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Forecasting and Demand Measurement


Market - Size - Growth - Profit potential

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Slide 22 of 28

Market Types
Potential Market Available Market Target Market Penetrated Market

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Slide 23 of 28

Ninety Types of Demand Measurement

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Demand Measurement
Market Demand

Company Demand
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Market Demand Functions

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Estimating Current Demand


Total market potential
Potential Buyers X Average purchase quantity X Average price

Area market potential

Chain-ratio method
Average percentage of income spent on: Demand for new light beer Alcoholic beverages Expected % of X spending on Light beer

X Population X

Food

Beverages

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

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Estimating Future Demand

Sales Force Opinions Buyers Intentions

Forecasting

Past Sales Analysis


Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Expert Opinions
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