Ch3 - Collecting Info & Forecasting Demand - Ismail (Compatibility Mode)

4/3/22
Chapter 3
Collecting Information & Forecasting Demand
Prof. Muhammad Ismail Hossain

MBA (Dhaka), MIB (Melbourne) PhD
(Monash)
Department of Marketing
University of Dhaka
muhammad.hossain@du.ac.bd
Questions to Address
1. What are the components of a modern MKIS?

2. What are useful internal records for a MKIS?
3. What makes up a marketing intelligence system?
4. What are some influential macroenvironment developments?
5. How can companies accurately measure and forecast
demand?
©muhammad.hossain@du.ac.bd
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Collecting Information
Customers
External Factors
Competitors
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Ranking of rice consuming countries

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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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A Marketing Intelligence System is a set of procedures and

sources that managers use to obtain everyday information about
developments in the marketing environment. The internal records
system supplies results data, but the marketing intelligence system
supplies happeings data.
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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 Establish industry network
External Experts 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
Public blogs
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Using Marketing Intelligence

Share Information
Quickly
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Analyzing the Macroenvironment
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Needs and Trends
Fad
Classic/Megatrend
Trend
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Needs and Trends
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Needs and Trends
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Needs and Trends
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Needs and Trends
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What about this?
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What about this?
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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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Demographic Environment
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The World as a Village
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Economic Environment
Consumer
Psychology
Income
Distribution
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View of
Ourselves
View of View of
Nature Others
Sociocultural
Environment
View of View
Society Universe
View of
Organizations
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Natural Environment
Environmental Regulations
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Natural Environment
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Natural Environment
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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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Forecasting and Demand Measurement
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Ninety Types of Demand Measurement
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Market Types
Potential Market
Available Market
Target Market
Penetrated Market
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Market Types
Potential Market
Available Market
Target Market
Penetrated Market
Bangladesh has now around .02 million

people who owns wealth in the range of
$1-5 million. While the ultra-rich with $30
million net assets is projected to see a
growth of 11.4 percent in their wealth until
©muhammad.hossain@du.ac.bd 2023 from 2018 (New Age, 2020)..
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 45 of 28
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Demand Measurement
Market
Demand/MSP
Company Demand/SF
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Market Demand
Market Demand for a product is the total volume that would

be bought by a defined customer group in a defined
geographical area in a defined time period in a defined
marketing environment under a defined marketing program.
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Market Demand Functions
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Estimating Current Demand

Area market potential
Total market potential
Average
Potential Average
X purchase X
Buyers price
quantity
Chain-ratio method
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Estimating Future Demand
Sales Force Opinions

Buyer’s Intentions Forecasting
Past Sales Analysis

Expert Opinions
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 50 of 28
©muhammad.hossain@du.ac.bd .
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WE ARE DONE FOR THIS CHAPTER
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4/3/22

Collecting Information & Forecasting Demand

Prof. Muhammad Ismail Hossain

1. What are the components of a modern MKIS?

Ranking of rice consuming countries

Marketing Information System

Marketing Information System

Databases / Data Mining

Sales Information Systems

A Marketing Intelligence System is a set of procedures and

Meet with customers,

Improving Marketing Intelligence

External Experts Customer Advisory Panel

Marketing Intelligence & the Internet

Independent Online Forums

Distributor or sales agents feedback sites

Customer review and expert opinion sites

Customer complaint sites

Using Marketing Intelligence

Analyzing the Macroenvironment

Needs and Trends

Needs and Trends

Needs and Trends

Needs and Trends

Needs and Trends

What about this?

What about this?

Major Environmental Forces

Worldwide population growth

Population age mix

Ethnic and other markets

The World as a Village

Accelerated pace of change

Special Interest Groups

Forecasting and Demand Measurement

Forecasting and Demand Measurement

Ninety Types of Demand Measurement

Bangladesh has now around .02 million

Market Demand for a product is the total volume that would

Market Demand Functions

Estimating Current Demand

Estimating Future Demand

Sales Force Opinions

Past Sales Analysis

WE ARE DONE FOR THIS CHAPTER

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