Lectures "Marketing management - Chapter 3: Collecting information and forecasting demand" provides students with the knowledge: Components of a modern marketing, information system, internal records, marketing intelligence, analyzing the macroenvironment, forecasting and demand measurement. Invite you to refer to the disclosures.
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Nội dung Text: Lectures Marketing management: Chapter 3 - ThS. Nguyễn Tiến Dũng
- CHAPTER 3
COLLECTING INFORMATION AND
FORECASTING DEMAND
Nguyen Tien Dung, MBA
Email: dung.nguyentien3@hust.edu.vn
- Chapter Questions
● What are the components of a modern
marketing information system?
● What are useful internal records for such a
system?
● What makes up a marketing intelligence
system?
● What are some influential macroenvironment
developments?
● How can companies accurately measure and
forecast demand?
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- Chapter Main Contents
1. Components of a Modern Marketing
Information System
2. Internal Records
3. Marketing Intelligence
4. Analyzing the Macroenvironment
5. Forecasting and Demand Measurement
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- Types of Marketing Information
● Internal & External
● Event and research information
● Statistics-based & market research-based
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- 1. Components of an MIS
● MIS (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.
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- 2. Internal Records
● Order-to-payment cycle
● Sales information system
● Databases, warehousing, data mining
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- 3. Marketing Intelligence System
● Definition of Marketing Intelligence System
● Collecting Marketing Intelligence on the
Internet
● Communicating and Acting on Marketing
Intelligence
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- Definition of 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.
● The internal records system supplies results data, but the
marketing intelligence system supplies happenings data.
● Methods:
● reading books, newspapers, and trade publications;
● talking to customers, suppliers, and distributors;
● monitoring social media on the Internet;
● meeting with other company managers.
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- Improving Marketing Intelligence
1. Train and motivate the sales force to spot and
report new developments
2. Motivate distributors, retailers, and other
intermediaries to pass along important intelligence.
3. Hire external experts to collect intelligence
4. Network internally and externally.
5. Set up a customer advisory panel.
6. Take advantage of government-related data
resources.
7. Purchase information from outside research firms
and vendors.
8. Collecting marketing intelligence on the Internet.
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- Table 3.2
Secondary Commercial Data Sources
● Nielsen
● MRCA
● Information Resources
● SAMI/Burke
● Simmons
● Arbitron
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- Collecting Marketing Intelligence on the Internet
● Independent customer goods and service review
forums: Epinions.com, RateItAll.com,
ConsumerReview.com and Bizrate.com …
● Distributor or sales agent feedback sites
● Combination sites offering customer reviews and
expert opinions
● Customer complaint sites
● Public blogs
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- 4. Analyzing Macroenvironments
● Needs and Trends
● Identifying the Major Forces
● The Demographic Environment
● The Economic Environment
● The Sociocultural Environment
● The Natural Environment
● The Technological Environment
● The Political-Legal Environment
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- Needs and Trends
● Fads: unpredictable, short-lived, and without
social, economic, and political significance.”
● Trends
● a more predictable and durable than a fad;
● reveal the shape of the future and can provide
strategic direction.
● Example: health and nutrition awareness has brought
increased government regulation and negative
publicity for firms seen as peddling unhealthy food.
● Megatrends:
● a “large social, economic, political, and technological
change [that] is slow to form, and once in place,
influences us for some time—between seven and ten
years, or longer.”
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- Trends Shaping the Business Landscape
● Profound shifts in centers of ● Increase in demand for
economic activity natural resources
● Increases in public-sector ● Emergence of new global
activity industry structures
● Change in consumer ● Ubiquitous access to
landscape information
● Technological connectivity ● Management shifts from art
● Scarcity of well-trained to science
talent ● Increase in scrutiny of big
business practices
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- Macro-Environmental Forces
● Demographic
● Economic
● Socio-cultural
● Natural
● Technological
● Political-legal
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- Population and Demographics
● Population growth ● Educational groups
● Population age mix ● Household patterns
● Ethnic markets ● Geographical shifts
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- Economic Environment
● Income Distribution
● Savings, Debt, and Credit
● Four types of economies based on the industrial structure:
● subsistence economies like Papua New Guinea, with
few opportunities for marketers;
● raw-material-exporting economies like Democratic
Republic of Congo (copper) and Saudi Arabia (oil), with
good markets for equipment, tools, supplies, and luxury
goods for the rich;
● industrializing economies like India, Egypt, and the
Philippines, where a new rich class and a growing
middle class demand new types of goods; and
● industrial economies like Western Europe, with rich
markets for all sorts of goods.
Marketing Management
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