Phillip Kevin Lane

Kotler Keller
Marketing Management 14e
 3
e r
p t
a Collecting
Ch
Information and
Forecasting
Demand
 Discussion Questions
1. What are the components of a modern
marketing information system?
2. What are useful internal records for such a
system?
3. What makes up a marketing intelligence
system?
4. What are some influential macroeconomic
developments?
5. How can companies accurately measure and
forecast demand?
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 Collecting Information
Customers

External
Competitors
Factors

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 Marketing Information
System
People
Procedures

Equipment
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Marketing Information
System
Internal Records

Marketing Research
Insigh
t

Marketing
Intelligence
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Internal Records
Order-to-Payment
Cycle

Databases / Data
Mining

Sales Information
Systems
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Marketing Intelligence
News and Trade
Publications

Meet with
customers,
suppliers,
distributors, and
Monitor other managers
social
media sites
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 Improving Marketing
Intelligence
Sales Establish industry
Force network

External Customer Advisory

Experts
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Marketing Intelligence & the
Internet
Independent Online Forums

Distributor or sales agents feedback

sites

Customer review and expert

opinion sites

Customer complaint sites

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Using Marketing Intelligence
Share Information

Quickly

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Analyzing the
Macroenvironment

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Needs and Trends

Megatre
Fad nd

Trend
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Major Environmental Forces

Demographi
cs Economic
Technologica
l

Natural Political-
Legal
Sociocultural
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 Demographic Environment

Worldwide population
growth

Population age mix

Ethnic and other markets

Educational Groups

Household patterns

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 The World as a Village
If the world were a village of 100
people:
61 Asian (20 Chinese, 17 Indian)
18 Unable to read (33 have cell
phones)
18 Under 10 years of age (11 over 60
years old)
18 Cars in the village
63 Inadequate sanitation
67 Non-Christian
30 Unemployed or underemployed
53 Live on less than $2 a day
26 Smoke
14 Obese
01 Have AIDS
Source: David J. Smith and Shelagh Armstrong, If the World
Were a Village: A Book About the Worlds People, 2nd ed.
(Tonawanda, NY: Kids Can Press, 2002)
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Economic Environment

Consumer
Psychology

Income
Distributio
n
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 Sociocultur
al
Environme
nt

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Natural Environment

Environmental
Regulations

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Technological Environment

Accelerated pace of
change
Unlimited opportunities

R&D Spending

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Political-Legal Environment
Government
Agencies
Law
s

Special Interest
Groups
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Forecasting and Demand
Measurement
Market
- Size
- Growth
- Profit
potential

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Market Types
Potential Market

Available Market

Target Market

Penetrated Market

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 .2
3
re
g u
Fi
Ninety Types of Demand
Measurement

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 Demand Measurement
Market Demand

Company
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 .3
3
re
g u
Fi
Market Demand Functions

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 Estimating Current Demand
Area market
Total market potential
potential
Average
Potentia Average
X purchas X
l Buyers price
e
quantity

Chain-ratio
method Average percentage of income
spent on:
Demand Expected
Alcoholic
for new X Populati X Food X Beverage X X % of
beverages
light on s spending
beer on Light
beer

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 Estimating Future Demand

Sales Force
Opinions Buyers Forecasting
Intentions

Past Sales
Expert
Analysis
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