Insightful marketing decisions comes from Collecting Information & Forecasting Demand - Chapter 3 of Marketing Management by Philip Kotler and Kevin Lane Keller
2. 1) What are the components of a modern
marketing information system?
2) What are useful internal records?
3) What makes up a marketing intelligence
system?
4) What are some influential macro environment
developments?
5) How can companies accurately measure and
forecast demand?
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Chapter Questions:
3. Collecting Information &
Forecasting Demand constitutes…
1) Understanding the components of marketing
information system.
2) Useful internal records.
3) Sources of marketing intelligence system.
4) Factors affecting macro environment
development.
5) Accurately measure and forecast demand.
Outline:
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4. Marketing Information System is
important for Decision makers
needed, timely, and accurate
information to marketing
decision makers.
consisting of people,
equipment, and procedures to
gather, sort, analyze,
evaluate, and distribute
1) Understanding the components of marketing information system.
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5. Accurate & timely information
that consists MIS
… results data
2.) Intelligence System
3.) Marketing research
1.) Internal Records
… happenings data
1) Understanding the components of marketing information system.
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6. Getting results data from
Internal Records
Managers rely on these records to spot
important opportunities & potential problems;
1) Orders , 2) Sales,
3)Prices, 4) Costs,
5) Inventory levels,
6) Receivables,
7) Payables
1) Understanding the components of marketing information system.
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7. Useful Internal Records
1) Order-to-payment cycle
2) Useful internal records.
3) Databases, warehousing, data mining
2) Sales Information system
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8. Cycle of Order-to-Payment
The heart of internal record system
2) Useful internal records?
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9. Effectivity of Sales
Information System
Timely and Accurate
reports on Current sales
2) Useful internal records.
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10. Efficient use of Databases,
Warehousing, Data Mining
1) Pertinent information about the
customer, product & salesperson
2) Focused activity based on the
information
2) Useful internal records.
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11. Marketing Intelligence
made available from…
1) Publications
2) Networking
3) Personal interactions
4) Observations
5) Internet
3) Sources of marketing intelligence system?
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13. Population is the main
factor to Demographic
Environment
1) Worldwide population growth
2) Population Age Mix
3) Ethnic & other markets
4) Educational groups
5) Household patterns
4) Factors affecting macro environment development
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14. Economic conditions moves
Economic Environment
1) Consumer psychology
2) Income distribution
3) Income, savings, debt & credit
4) Factors affecting macro environment development
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15. Changes in values shakes
Sociocultural Environment
1) High persistence of Core Cultural Values
2) Existence of Subcultures
4) Factors affecting macro environment development
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16. Going Green:
Natural Environment
1) Public actions to reduce pollution
2) Corporate environmentalism
4) Factors affecting macro environment development
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17. Fast changing Technology
Environment
1) Accelerating pace of change
2) Unlimited opportunities for innovation
3) Varying R&D budgets
4) Increased regulation of technological change
4) Factors affecting macro environment development
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18. Unstable Political-Legal
Environment
1) Increase in business legislation
2) Growth of special interest group
4) Factors affecting macro environment development
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19. Importance of Forecasting
Demand measurement …
1) Finance need to raise cash for
investment
2) Manufacturing to establish capacity
3) Purchasing to acquire supplies
4) HR to hire labor
5) Accurately measure and forecast demand
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20. Demands can be estimated
thru time…
1) Current demand
2) Future demand
5) Accurately measure and forecast demand
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21. Current Demand : Here and Now
1) Total Market Potential (Chain ratio method)
2) Area Market Potential (Market build up
method & Multiple-Factor index method)
3) Industry Sales & Market Share
5) Accurately measure and forecast demand
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22. Future Demand : What’s Next?
1) Survey of Buyer’s Intention (Purchase probability
scale)
2) Composite of Sales Force Opinion
3) Expert Opinion
4) Past-Sales Analysis Market Test Method
5) Accurately measure and forecast demand
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23. Estimate total market potential
by Chain Ratio Method
My Wife – Make Up Artist Market Potential
Demand for MUA
X
16yrs & above female pop. in Carmona
X
Percentage discretionary income spent for MU
X
Percentage of client searching online
5) Accurately measure and forecast demand
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24. Knowing your customer to
build-up your Market
Identifying all the potential buyers and estimating
their potential purchases.
Philippine Standard Industrial Classification (PSIC)
patterned after the UN International Standard
Industrial Classification (ISIC)
5) Accurately measure and forecast demand
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26. Future Demand is
probability of re-purchase
Purchase Probability
Method uses survey to
inquire consumer’s
future personal
preferences
5) Accurately measure and forecast demand
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27. Collecting Information &
Forecasting Demand constitutes…
1) Understanding the components of marketing
information system.
Outline:
a) Internal Records
b) Intelligence System
c) Marketing Research
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28. 2) Useful internal records
a) Order-Payment Cycle
b) Sales Information System
c) Database, Warehousing, Data Mining
Collecting Information &
Forecasting Demand constitutes…
Outline:
https://www.linkedin.com/in/roycadongonan
29. 3) Sources of marketing intelligence system.
a) Publications
b) Networking
c) Internet
d) Observations
e) Personal interactions
Collecting Information &
Forecasting Demand constitutes…
Outline:
https://www.linkedin.com/in/roycadongonan
30. 4) Factors affecting macro environment
development.
a) Demographic
b) Economic
c) Sociocultural
d) Environmental
e) Technology
f) Political-Legal
Collecting Information &
Forecasting Demand constitutes…
Outline:
https://www.linkedin.com/in/roycadongonan
31. 5) Accurately measure and forecast demand.
a) Chain ratio method
b) Market build up method
c) Multiple-Factor index
d) Purchase probability
scale
Collecting Information &
Forecasting Demand constitutes…
Outline:
https://www.linkedin.com/in/roycadongonan