Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e
Course Code: Mkt-202

Prepared by
Dewan Golam Yazdani Showrav (DYS)
Assistant professor
Dept. of business administration
Daffodil International University
 r 3
t e
ap
Ch Collecting 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 Factors
Competitors

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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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 Marketing Intelligence
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

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Using Marketing Intelligence
Share Information

Quickly

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Analyzing the Macroenvironment

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Needs and Trends

Megatrend
Fad

Trend
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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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 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, 2 nd ed. (Tonawanda, NY: Kids Can Press,
2002)
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Economic Environment

Consumer
Psychology

Income
Distribution
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 Sociocultural
Environment

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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

Laws

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
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F ig
Ninety Types of Demand Measurement

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 Demand Measurement
Market Demand

Company Demand
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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
Average percentage of income spent on:

Demand Expected % of
Alcoholic
for new X Population X Food X Beverages X X spending on
beverages
light beer Light beer

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 Estimating Future Demand

Sales Force Opinions

Buyer’s Intentions Forecasting

Past Sales Analysis

Expert Opinions
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