Bài giảng MARKETING MANAGEMENT LECTURE NOTES: chap 3 marketing environment analysis

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Chapter Questions

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Collecting Information
and
Forecasting Demand

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What are the components of a modern
marketing information system?
What are useful internal records?
What makes up a marketing intelligence
system?
What are some influential macro
environment developments?
How can companies accurately measure
and forecast demand?

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Internal Records and
Marketing Intelligence

What is a
Marketing Information System?
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A marketing information system
consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to
marketing decision makers.

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Order-to-payment cycle
Sales information system
Databases, warehousing, data mining
Marketing intelligence system

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What is a
Marketing Intelligence System?

Database Management

A marketing intelligence system is
a set of procedures and sources
that managers use to obtain
everyday information about
developments in the marketing
environment.

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Steps to Quality Marketing Intelligence

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Train sales force to scan for new developments
Motivate channel members to share intelligence
Hire external experts to collect intelligence
Network externally
Utilize a customer advisory panel
Utilize government data sources
Purchase information

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Sources of Competitive Information
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Major Forces in the Environment

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Political-legal

Economic

Technological

Socio-cultural

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Population and Demographics
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Demographic

Independent customer goods and service
review forums
Distributor or sales agent feedback sites
Combination sites offering customer reviews
and expert opinions
Customer complaint sites
Public blogs

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Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns

Natural
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Perspective on the Global
Demographic Environment

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Economic Environment

Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit

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Economic Environment and
Consumer Psychology

Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies

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Table 3.4 Most Popular

American Leisure Activities

Social-Cultural Environment
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Views
Views
Views
Views
Views
Views

of themselves
of others
of organizations
of society
of nature
of the universe

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Reading
TV Watching
Spending time with
family
Going to movies
Fishing

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Computer activities
Gardening
Renting movies
Walking
Exercise

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Socio-Cultural Influences

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Natural Environment
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Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections

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Technological Environment
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The Political-Legal Environment

Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change

Business Legislation

Growth of Special Interest Groups

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Forecasting and
Demand Measurement
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A Vocabulary for
Demand Measurement

How can we measure market demand?
 Potential market

 Available market
 Target market
 Penetrated market

Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential

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Estimating Current Demand:
Total Market Potential

Teenager T Shirt market

Multiple potential number of buyers by average
quantity each purchases times price
Q = n x q x p (*)
Q : total demand
n : Number of buyers
q : average product quantity customer buys
every year
p : average price

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HCMC population: 10 m
Population in Dist. 1, 3, 4, Tân Bình, Phú
Nhuận: 40% HCMC
Teenager makes up 20% population
Teenager often buys 3 items/year
Affordable price: 200.000/item
Calculate the market demand?
Market demand = 10 m x 0.4 x0.2 x3x200000

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Estimating Future Demand
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Survey of Buyers’ Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method

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Conducting
Marketing Research

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What is Marketing Research?

The Marketing Research Process

Marketing research is the systematic design,
collection, analysis, and reporting of data
and findings relevant to a specific marketing
situation facing the company.

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Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make decision

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Types of Research

Step 1: Define the Problem

Exploratory
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Define the problem
Specify decision alternatives
State research objectives

Descriptive
Causal

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Data sources

Step 2: Develop the Research Plan
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Data sources
Research approach
Research instruments
Sampling plan
Contact methods

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Observational and ethnographic
Focus group
Survey
Behavioral
Experimental

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Research Instruments
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Focus Groups

Research Approaches
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Qualitative Techniques

Questionnaires
Qualitative Measures
Technological Devices

Word Associations
Visualization
Projective Techniques
Laddering

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Questionnaire Do’s and Don’ts
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Ensure questions are
free of bias
Make questions simple
Make questions specific
Avoid jargon
Avoid sophisticated
words
Avoid ambiguous words

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Question Types - Dichotomous

Avoid negatives
Avoid hypotheticals
Avoid words that could
be misheard
Use response bands
Use mutually exclusive
categories
Allow for “other” in fixed
response questions

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Question Types – Multiple Choice

In arranging this trip, did you contact
American Airlines?
 Yes  No

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Question Types – Likert Scale

 No one

Indicate your level of agreement with the
following statement: Small airlines generally
give better service than large ones.

 Spouse

 Strongly disagree

 Spouse and children

 Disagree

 Children only

 Neither agree nor disagree

 Business associates/friends/relatives

 Agree

 An organized tour group

 Strongly agree

With whom are you traveling on this trip?

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Question Types –
Semantic Differential

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Question Types –
Importance Scale
Airline food service is _____ to me.

American Airlines
Large ………………………………...…….Small

 Extremely important

Experienced………………….….Inexperienced

 Very important

Modern……………………….…..Old-fashioned

 Somewhat important
 Not very important

 Not at all important

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Question Types –
Intention to Buy Scale

Question Types – Rating Scale

 Excellent

How likely are you to purchase tickets on
American Airlines if in-flight Internet access
were available?

 Very good

 Definitely buy

 Good

 Probably buy

 Fair

 Not sure

 Poor

 Probably not buy

American Airlines’ food service is _____.

 Definitely not buy
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Question Types –
Intention to Buy Scale

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Question Types –
Completely Unstructured

How likely are you to purchase tickets on

American Airlines if in-flight Internet access
were available?

What is your opinion of American Airlines?

 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
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Question Types –
Word Association

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Question Types –
Sentence Completion

What is the first word that comes to your mind
when you hear the following?
Airline ________________________
American _____________________
Travel ________________________

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When I choose an airline, the most important
consideration in my decision is:
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
__________________.

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Question Types –
Story Completion

Technological Devices

“I flew American a few days ago. I noticed
that the exterior and interior of the plane had

very bright colors. This aroused in me the
following thoughts and feelings.” Now
complete the story.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
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Sampling Plan

Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS

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Contact Methods

Sampling unit: Who is to be surveyed?
Sample size: How many people should be
surveyed?
Sampling procedure: How should the
respondents be chosen?

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Pros and Cons of
Online Research
Advantages
Inexpensive
 Fast
 Accuracy of data
 Versatility
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Disadvantages
 Small samples
 Skewed samples
 Technological
problems
 Inconsistencies

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