Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e
 3
e r
p t
a Collecting
Ch
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

External
Competitors
Factors

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 Marketing Information
System
People
Procedures

Equipment
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Marketing Information
System
Internal Records

Marketing Research
Insigh
t

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
Monitor other managers
social
media sites
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 Improving Marketing
Intelligence
Sales Establish industry
Force network

External Customer Advisory

Experts
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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

Megatre
Fad nd

Trend
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Major Environmental Forces

Demographi
cs Economic
Technologica
l

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
Distributio
n
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 Sociocultur
al
Environme
nt

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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
Law
s

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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 .2
3
re
g u
Fi
Ninety Types of Demand
Measurement

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 Demand Measurement
Market Demand

Company
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 .3
3
re
g u
Fi
Market Demand Functions

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 Estimating Current Demand
Area market
Total market potential
potential
Average
Potentia Average
X purchas X
l Buyers price
e
quantity

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

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 Estimating Future Demand

Sales Force
Opinions Buyer’s Forecasting
Intentions

Past Sales
Expert
Analysis
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