Chapter 3: collecting information and forecasting demand. Marketing Management Philip Kotler, Kevin Lane Keller 14 edition, 2012, Prentice Hall. Cuốn sách quản trị marketing của Philip Kotler ấn bản thứ 14 năm 2012
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e Collecting Information and Forecasting Demand Discussion Questions What are the components of a modern marketing information system? What are useful internal records for such a system? What makes up a marketing intelligence system? What are some influential macroeconomic developments? How can companies accurately measure and forecast demand? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 28 Collecting Information Customers Competitors Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall External Factors Slide of 28 Marketing Information System People Procedures Equipment Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 28 Marketing Information System Internal Records Marketing Research Insight Marketing Intelligence Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 28 Internal Records Order-to-Payment Cycle Databases / Data Mining Sales Information Systems Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 28 Marketing Intelligence News and Trade Publications Meet with customers, suppliers, distributors, and other managers Monitor social media sites Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 28 Improving Marketing Intelligence Sales Force External Experts Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Establish industry network Customer Advisory Panel Slide of 28 Marketing Intelligence & the Internet Independent Online Forums Distributor or sales agents feedback sites Customer review and expert opinion sites Customer complaint sites Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 28 Major Environmental Forces Demographics Economic Technological Natural Political-Legal Sociocultural Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 28 Demographic Environment Worldwide population growth Population age mix Ethnic and other markets Educational Groups Household patterns Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 15 of 28 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 World’s 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 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 17 of 28 Ourselves Nature Others Sociocultural Environment Society Universe Organizations Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 18 of 28 Natural Environment Environmental Regulations Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 19 of 28 Technological Environment Accelerated pace of change Unlimited opportunities R&D Spending Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 28 Political-Legal Environment Government Agencies Laws Special Interest Groups Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 28 Forecasting and Demand Measurement Market - Size - Growth - Profit potential Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 22 of 28 Market Types Potential Market Available Market Target Market Penetrated Market Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 28 Ninety Types of Demand Measurement Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 28 Demand Measurement Market Demand Company Demand Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 25 of 28 Market Demand Functions Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 26 of 28 Estimating Current Demand Area market potential Total market potential Potential Buyers X Average purchase quantity X Average price Chain-ratio method Average percentage of income spent on: Demand for new light beer X Population X Food Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall X Beverages X Alcoholic beverages Expected % of X spending on Light beer Slide 27 of 28 Estimating Future Demand Sales Force Opinions Buyer’s Intentions Past Sales Analysis Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Forecasting Expert Opinions Slide 28 of 28 [...]... 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 28 Demand Measurement Market Demand Company Demand Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 25 of 28 Market Demand Functions Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 26 of 28 Estimating Current Demand Area market potential Total market potential Potential Buyers X Average... as Prentice Hall Slide 21 of 28 Forecasting and Demand Measurement Market - Size - Growth - Profit potential Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 22 of 28 Market Types Potential Market Available Market Target Market Penetrated Market Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 28 Ninety Types of Demand Measurement Copyright © 2012... percentage of income spent on: Demand for new light beer X Population X Food Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall X Beverages X Alcoholic beverages Expected % of X spending on Light beer Slide 27 of 28 Estimating Future Demand Sales Force Opinions Buyer’s Intentions Past Sales Analysis Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Forecasting Expert Opinions... 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 World’s People, 2nd ed (Tonawanda, NY: Kids Can Press, 2002) Copyright © 2012 Pearson Education, Inc Publishing as Prentice... Population age mix Ethnic and other markets Educational Groups Household patterns Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 15 of 28 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...Using Marketing Intelligence Share Information Quickly Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 11 of 28 Analyzing the Macroenvironment Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 12 of 28 Needs and Trends Megatrend Fad Trend Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of 28 Major Environmental Forces Demographics