chapter 3 collecting information and forecasting demand

Phillip

Kevin Lane

Kotler • Keller
Marketing Management • 14e


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?
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Collecting Information
Customers

Competitors

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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

External Experts

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Establish industry network

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

Economic

Technological

Natural

Political-Legal
Sociocultural

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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 World’s People, 2nd ed. (Tonawanda, NY: Kids Can Press, 2002)
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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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Market Types
Potential Market
Available Market
Target Market
Penetrated Market

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Ninety Types of Demand Measurement

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Demand Measurement
Market Demand

Company Demand
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