Chapter 4 Gathering Information and Measuring Market Demand

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Presentation transcript:

Chapter 4 Gathering Information and Measuring Market Demand Marketing Management Tenth Edition Philip Kotler

Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast

A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.

Defining the Problem & Research Objectives Sheds light on problem - suggest solutions or new ideas. Exploratory Research Descriptive Research Ascertain magnitudes. Causal Research Test cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships.

Research Approaches Observational Focus-group Survey Behavioral Experimental

Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information

The Marketing Research Process Defining the problem and research objectives Developing the research plan Collect the information Analyze the information Present the findings

Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of models & data Acknowledges the cost & value of information Maintains “healthy” skepticism Is ethical

Ninety Types of Demand Measurement (6 x 5 x 3) Territory Region U.S.A. Customer World Space level Short run Medium run Long run Time level All sales Company sales Product line sales Product form sales Product item sales Industry sales Product level

Demand Company Demand Market Demand

Estimating Current Demand Total Market Potential Area Market Potential Industry Sales Market Share

Estimating Future Demand Survey of Buyers’ Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test Method

Review Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast