1. A Framework for Marketing Management International Edition 3 Collecting Information and Forecasting Demand 1

2. Copyright © 2012 Pearson Education 3-2 Chapter Questions  What are the components of a modern marketing information system?  How can companies collect marketing intelligence?  What constitutes good marketing research?  How can marketers accurately measure and forecast demand?  What are some influential developments in the macroenvironment?

3. 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 © 2012 Pearson Education 3-3

4. Copyright © 2012 Pearson Education 3-4 Internal Records and Marketing Intelligence  Order-to-payment cycle  Sales information system  Databases, warehousing, data mining  Marketing intelligence system

5. What is Marketing Research? Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Copyright © 2012 Pearson Education 4-5

6. Copyright © 2012 Pearson Education 4-6 Types of Marketing Research Firms Syndicated Custom Specialty-line

7. Copyright © 2012 Pearson Education 4-7 The Marketing Research Process  Define the problem  Develop research plan  Collect information  Analyze information  Present findings  Make decision

8. Copyright © 2012 Pearson Education 4-8 Step 1: Define the Problem  Define the problem  Specify decision alternatives  State research objectives

9. Types of Research Copyright © 2012 Pearson Education 4-9 Exploratory Descriptive Causal

10. Copyright © 2012 Pearson Education 4-10 Step 2: Develop the Research Plan  Data sources  Research approach  Research instruments  Sampling plan  Contact methods

11. Database Management Copyright © 2012 Pearson Education 3-11

12. Data sources Copyright © 2012 Pearson Education 4-12

13. Copyright © 2012 Pearson Education 4-13 Research Approaches  Observational and ethnographic  Focus group  Survey  Behavioral  Experimental

14. Focus Groups Copyright © 2012 Pearson Education 4-14

15. Copyright © 2012 Pearson Education 4-15 Research Instruments  Questionnaires  Qualitative Measures  Technological Devices

16. Qualitative Techniques Copyright © 2012 Pearson Education 4-16 Word Associations Visualization Projective Techniques Laddering

17. 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 © 2012 Pearson Education 4-17

18. Contact Methods Copyright © 2012 Pearson Education 4-18

19. Forecasting and Demand Measurement  How can we measure market demand?  Potential market  Available market  Target market  Penetrated market Copyright © 2012 Pearson Education 3-19

20. A Vocabulary for Demand Measurement Copyright © 2012 Pearson Education 3-20 Market Demand Market Forecast Market Potential Company Demand Company Sales Forecast Company Sales Potential

21. Market Demand Functions Copyright © 2012 Pearson Education 3-21

22. Estimating Current Demand: Total Market Potential  Calculations  Multiple potential number of buyers by average quantity each purchases times price  Chain-ratio method Copyright © 2012 Pearson Education 3-22

23. Estimating Current Demand: Area Market Potential Market-Buildup Copyright © 2012 Pearson Education 3-23

24. Estimating Current Demand: Area Market Potential Multiple-Factor Index Copyright © 2012 Pearson Education 3-24

25. Estimating Future Demand  Survey of Buyers’ Intentions  Composite of Sales Force Opinions  Expert Opinion  Past-Sales Analysis  Market-Test Method Copyright © 2012 Pearson Education 3-25

26. Major Forces in the Environment Copyright © 2012 Pearson Education 3-26 Demographic Economic Socio-cultural Natural Technological Political-legal

27. Population and Demographics  Population growth  Population age mix  Ethnic markets  Educational groups  Household patterns Copyright © 2012 Pearson Education 3-27

28. Perspective on the Global Demographic Environment Copyright © 2012 Pearson Education 3-28

29. Economic Environment Copyright © 2012 Pearson Education 3-29 Consumer Psychology Income Distribution Income, Savings, Debt, Credit

30. Economic Environment and Consumer Psychology Copyright © 2012 Pearson Education 3-30

31. Income Distribution  Subsistence economies  Raw-material-exporting economies  Industrializing economies  Industrial economies Copyright © 2012 Pearson Education 3-31

32. Copyright © 2012 Pearson Education 3-32 Social-Cultural Environment  Views of themselves  Views of others  Views of organizations  Views of society  Views of nature  Views of the universe

33. Copyright © 2012 Pearson Education 3-33 Natural Environment  Shortage of raw materials  Increased energy costs  Anti-pollution pressures  Governmental protections

34. Copyright © 2012 Pearson Education 3-34 Technological Environment  Pace of change  Opportunities for innovation  Varying R&D budgets  Increased regulation of change

35. The Political-Legal Environment Copyright © 2012 Pearson Education 3-35 Business Legislation Growth of Special Interest Groups

36. For Review  What are the components of a modern marketing information system?  How can companies collect marketing intelligence?  What constitutes good marketing research?  How can marketers accurately measure and forecast demand?  What are some influential developments in the macroenvironment? Copyright © 2012 Pearson Education 3-36