Professional Documents
Culture Documents
Chapter 3
Chapter 3
CHAPTER 3
Collecting Information
and
Forecasting Demand
Chapter Questions
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?
Fad
Trend
Megatrend
Demographic
Political-legal Economic
Technological Socio-cultural
Natural
Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
Consumer Psychology
Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
Business Legislation
Available market
Target market
Penetrated market
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
Multiple-Factor Index