The document discusses marketing information systems, research, demand forecasting, and macroenvironmental factors. It describes how marketing information systems gather internal data and intelligence for decision making. Market research involves systematically defining problems, developing research plans, collecting and analyzing information, and presenting findings. Demand can be measured and forecasted using methods like surveys, sales analysis, and expert opinions. Major forces in the macroenvironment that influence demand include demographic, economic, sociocultural, technological, political, and natural factors.

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

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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.
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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.
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Types of Marketing Research Firms
Syndicated
Custom
Specialty-line

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The Marketing Research Process
 Define the problem
 Develop research plan
 Collect information
 Analyze information
 Present findings
 Make decision

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Step 1: Define the Problem
 Define the problem
 Specify decision alternatives
 State research objectives

9. Types of Research
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Exploratory
Descriptive
Causal

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Step 2: Develop the Research Plan
 Data sources
 Research approach
 Research instruments
 Sampling plan
 Contact methods

11. Database Management
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12. Data sources
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Research Approaches
 Observational and ethnographic
 Focus group
 Survey
 Behavioral
 Experimental

14. Focus Groups
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4-14

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Research Instruments
 Questionnaires
 Qualitative Measures
 Technological Devices

16. Qualitative Techniques
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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?
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18. Contact Methods
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19. Forecasting and
Demand Measurement
 How can we measure market demand?
 Potential market
 Available market
 Target market
 Penetrated market
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20. A Vocabulary for
Demand Measurement
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Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential

21. Market Demand Functions
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22. Estimating Current Demand:
Total Market Potential
 Calculations
 Multiple potential
number of buyers by
average quantity each
purchases times price
 Chain-ratio method
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23. Estimating Current Demand:
Area Market Potential
Market-Buildup
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24. Estimating Current Demand:
Area Market Potential
Multiple-Factor Index
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25. Estimating Future Demand
 Survey of Buyers’ Intentions
 Composite of Sales Force Opinions
 Expert Opinion
 Past-Sales Analysis
 Market-Test Method
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26. Major Forces in the Environment
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Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal

27. Population and Demographics
 Population growth
 Population age mix
 Ethnic markets
 Educational groups
 Household patterns
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28. Perspective on the Global
Demographic Environment
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29. Economic Environment
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Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit

30. Economic Environment and
Consumer Psychology
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31. Income Distribution
 Subsistence economies
 Raw-material-exporting economies
 Industrializing economies
 Industrial economies
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Social-Cultural Environment
 Views of themselves
 Views of others
 Views of organizations
 Views of society
 Views of nature
 Views of the universe

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Natural Environment
 Shortage of raw materials
 Increased energy costs
 Anti-pollution pressures
 Governmental protections

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Technological Environment
 Pace of change
 Opportunities for innovation
 Varying R&D budgets
 Increased regulation of change

35. The Political-Legal Environment
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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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-36