Professional Documents
Culture Documents
Scanning the
Marketing
Environment,
Forecasting Demand,
and Conducting
Marketing Research
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?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-2
the United States edition of Marketing Management, 14e.
What is a
Marketing Information System?
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.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-3
the United States edition of Marketing Management, 14e.
3-4
3-5
Table 3.2 Information Needs Probes
What decisions do you regularly make?
What information do you need to make these
decisions?
What information do you regularly get?
What studies do you periodically request?
What information would you want that you are not
getting now?
What are the four most helpful improvements that
could be made in the present marketing
information system?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-6
the United States edition of Marketing Management, 14e.
3-7
Internal Records and
Marketing Intelligence
Order-to-payment cycle
Sales information system
Databases, warehousing, data mining
Marketing intelligence system
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-8
the United States edition of Marketing Management, 14e.
What is a
Marketing Intelligence System?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-9
the United States edition of Marketing Management, 14e.
3-10
Steps to Quality Marketing Intelligence
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-11
the United States edition of Marketing Management, 14e.
Important Sources of Secondary Data
in South Asia
Statistical Outline of India
Centre for Monitoring Indian Economy
(CMIE)
The Marketing Whitebook
Readership Surveys
National Council of Applied Economic
Research (NCAER)
Indian Trade Statistics
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-12
the United States edition of Marketing Management, 14e.
Important Sources of Secondary Data
in South Asia
Web sites such as magindia.com and
agencyfaqs.com
Euromonitor International
Statistics Division of the Government of
Pakistan (http://www.statpak.gov.pk)
The Bangladesh Bureau of Statistics
(http://www.bbs.gov.bd)
The Department of Census and Statistics, Sri
Lanka (http://www.statistics.gov.lk)
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-13
the United States edition of Marketing Management, 14e.
Sources of Competitive Information
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-14
the United States edition of Marketing Management, 14e.
Needs and Trends
Fad
Trend
Megatrend
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-15
the United States edition of Marketing Management, 14e.
3-16
Major Forces in the Environment
Demographic
Political-legal Economic
Technological Socio-cultural
Natural
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-17
the United States edition of Marketing Management, 14e.
3-18
3-19
Population and Demographics
Population growth
Population age mix
Ethnic and other markets
Educational groups
Household patterns
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-20
the United States edition of Marketing Management, 14e.
Economic Environment
Consumer Psychology
Income Distribution
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-21
the United States edition of Marketing Management, 14e.
Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-22
the United States edition of Marketing Management, 14e.
Income Distribution in India
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-23
the United States edition of Marketing Management, 14e.
Sociocultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-24
the United States edition of Marketing Management, 14e.
Other Cultural Factors in Marketing
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-25
the United States edition of Marketing Management, 14e.
Technological Environment
Accelerating Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-26
the United States edition of Marketing Management, 14e.
The Political-Legal Environment
Business Legislation
Government Agencies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-27
the United States edition of Marketing Management, 14e.
Forecasting and
Demand Measurement
How can we measure market demand?
Potential market
Available market
Target market
Penetrated market
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-28
the United States edition of Marketing Management, 14e.
A Vocabulary for
Demand Measurement
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
3-29
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Market Demand Functions
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-30
the United States edition of Marketing Management, 14e.
Estimating Current Demand:
Total Market Potential
Calculations
Multiply potential number of buyers by
average quantity each purchases times
price
Chain-ratio method
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-31
the United States edition of Marketing Management, 14e.
3-32
Estimating Current Demand:
Area Market Potential
Multiple-Factor Index
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-33
the United States edition of Marketing Management, 14e.
Estimating Future Demand
Survey of Buyers’ Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-34
the United States edition of Marketing Management, 14e.
What Is Marketing Research?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-35
the United States edition of Marketing Management, 14e.
Market Research process
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-36
the United States edition of Marketing Management, 14e.
3-37
3-38
Step 1: Define the Problem
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-39
the United States edition of Marketing Management, 14e.
Step 2: Develop the Research Plan
Data sources
Research approach
Research instruments
Sampling plan
Contact methods
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-40
the United States edition of Marketing Management, 14e.
Research Approaches
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-41
the United States edition of Marketing Management, 14e.
Research Instruments
Questionnaires
Qualitative Measures
Technological Devices
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-42
the United States edition of Marketing Management, 14e.
Sampling Plan
Sampling unit: Who is to be surveyed?
Sample size: How many people should be
surveyed?
Sampling procedure: How should the
respondents be chosen?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-43
the United States edition of Marketing Management, 14e.
Contact Methods
Mail contacts
Telephone contacts
Personal contacts
Online contacts
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-44
the United States edition of Marketing Management, 14e.
What Is a
Marketing Decision Support
System (MDSS)?
A marketing decision support system is a
coordinated collection of data, systems,
tools, and techniques with supporting
hardware and software by which an
organization gathers and interprets relevant
information from business and environment
and turns it into a basis for marketing action.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-45
the United States edition of Marketing Management, 14e.
Characteristics of good Marketing
Research
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 3-46
the United States edition of Marketing Management, 14e.
Thanks
3-47