3

Collecting Information
and
Forecasting 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.
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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?
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Internal Records and
Marketing Intelligence
Order-to-Payment
Cycle
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
Sales
Information
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.
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Needs and Trends
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Fad
Trend
Megatrend
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Major Forces in the environment
Demographic
Economic Political-Legal
Socio-Cultural Technological
Natural
Population and Demographics
Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
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Economic Environment
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Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
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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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Table 3.4 Most Popular
American Leisure Activities
Reading
TV Watching
Spending time with
family
Going to movies
Fishing
Computer activities
Gardening
Renting movies
Walking
Exercise
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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
The Political-Legal Environment
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Business Legislation
Growth of Special Interest Groups
Forecasting and
Demand Measurement
How can we measure market demand?
Potential market
Available market
Target market
Penetrated market
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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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Estimating Current Demand:
Area Market Potential
Market-Buildup
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Estimating Future Demand
Survey of Buyers Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method
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