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

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

3. 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.

4. 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.

5. Research Approaches Observational Focus-group Survey Behavioral
Experimental

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

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

8. 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

9. 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

10. Demand
Company
Demand
Market
Demand

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

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

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