Phillip Kevin Lane

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