Phillip Kevin Lane Kotler Keller Marketing Management 14

Phillip Kevin Lane Kotler • Keller Marketing Management • 14 e

t p a h C 3 r e 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 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall External Factors Slide 4 of 28

Marketing Information System People Procedures Equipment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 28

Marketing Information System Internal Records Marketing Research Insight Marketing Intelligence Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 28

Internal Records Order-to-Payment Cycle Databases / Data Mining Sales Information Systems Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 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 8 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 9 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

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 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, 2 nd 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 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

e r u g Fi 2. 3 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

Aplikasi Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 28

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 28

e r u g Fi 3. 3 Market Demand Functions Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 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 29 of 28

Aplikasi Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 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 31 of 28