Topic Outline
1. Collecting information and forecasting demand
(Chapter 2)
2. Conducting marketing research (Chapter 3)
1
Collecting Information and Forecasting Demand
200737 Marketing Systems
1
Capturing Marketing Insights
Week 3
Questions
§ What are the components of a modern marketing
information system?
§ What are useful internal records?
§ What makes up a marketing intelligence system?
§ What are some influential macro environment
developments?
§ How can companies accurately measure and
forecast demand?
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.
Table 3.2 Information Needs
Probes
§ What decisions do you regularly make?
§ What information do you need to make these
decisions?
§ What information do you regularly get?
§ What studies do you periodically request?
§ What information would you want that you are not
getting now?
§ What are the four most helpful improvements that
could be made in the present marketing information system? 200737 Marketing Systems
2
Capturing Marketing Insights
Week 3
Internal Records and
Marketing Intelligence
§ Order-to-payment cycle
§ Sales information system
§ Databases, warehousing, data mining
§ Marketing intelligence system
What is a
Marketing Intelligence System?
§ A marketing intelligence system is a set of
procedures and sources that managers use to obtain everyday information about developments in the marketing environment.
Steps to Quality Marketing
Intelligence
§ Train sales force to scan for new developments
§ Motivate channel members to share intelligence
§ Hire external experts to collect intelligence
§ Network externally
§ Utilize a customer advisory panel
§ Utilize government data sources
§ Purchase information
200737 Marketing Systems
3
Capturing Marketing Insights
Week 3
Sources of Competitive
Information
§ Independent customer goods and service review
forums
§ Distributor or sales agent feedback sites
§ Combination sites offering customer reviews and
expert opinions
§ Customer complaint sites
§ Public blogs
Needs and Trends
Fad
Trend
Megatrend
Major Forces in the Environment
Demographic
Political-legal
Economic
Technological
Socio-cultural
Natural
200737 Marketing Systems
4
Capturing Marketing Insights
Week 3
Population and Demographics
§ Population growth
§ Population age mix
§ Ethnic markets
§ Educational groups
§ Household patterns
Perspective on the Global
Demographic Environment
Economic Environment
Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
200737 Marketing Systems
5
Capturing Marketing Insights
Week 3
Income Distribution
§ Subsistence economies
§ Raw-material-exporting economies
§ Industrializing economies
§ Industrial economies
Social-Cultural Environment
§ Views of themselves
§ Views of others
§ Views of organizations
§ Views of society
§ Views of nature
§ Views of the universe
Most Popular
American Leisure Activities
§ Reading
§ Computer activities
§ TV Watching
§ Gardening
§ Spending time with
§ Renting movies
family
§ Going to movies
§ Fishing
§ Walking
200737 Marketing Systems
§ Exercise
6
Capturing Marketing Insights
Week 3
Natural Environment
§ Shortage of raw materials
§ Increased energy costs
§ Anti-pollution pressures
§ Governmental protections
Consumer Environmental
Segments
§ Genuine Greens
§ Not Me Greens
§ Go-with-the-Flow
Greens
§ Dream Greens
§ Business First Greens
§ Mean Greens
Technological Environment
§ Pace of change
§ Opportunities for innovation
§ Varying R&D budgets
§ Increased regulation of change
200737
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