chapter 3 - understanding markets, market demand, and the marketing environment
DESCRIPTION
3 Understanding Markets, Market Demand, and the Marketing EnvironmentChapter QuestionsWhat are the components of a modern marketing information system? How can marketers use intelligence systems and marketing research? How can demand be more accurately measured and forecasted? What are some important macroenvironmental developments?3 2What is a Marketing Information System?A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, aTRANSCRIPT
3Understanding Markets, Market Demand, and the Marketing Environment
Chapter Questions
What are the components of a modern marketing information system?How can marketers use intelligence systems and marketing research?How can demand be more accurately measured and forecasted?What are some important macro-environmental developments?
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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 RecordsOrder-to-payment cycle – send orders, prepare invoices, transmit copies to other departments, back-orders, out-of-stock itemsSales information system – timely and accurate reports on current salesDatabases, warehousing, data mining – combining data from customer, product, salesperson and other databases
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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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Steps to Quality Marketing IntelligenceTrain sales force to scan for new developmentsMotivate channel members to share intelligenceHire external experts to collect intelligenceNetwork externallyUtilize a customer advisory panelUtilize government data sourcesPurchase information from outside suppliersUtilize online customer feedback systems to collect competitive intelligence
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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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The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
Step 1: Define the Problem
Define the problemSpecify decision alternativesState research objectives
Types of ResearchExploratoryDescriptiveCausal
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Step 2: Develop the Research Plan
Data Sources
ContactMethods
ResearchInstruments
SamplingPlan
Research Approach
Data sources
Secondary
Primary
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Research Approaches
Observational and ethnographic research Focus groupSurvey researchBehavioral dataExperimental research
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Research Instruments
QuestionnairesQualitative Measures – word associations, visualization, projective techniques, ladderingTechnological Devices – galvanometers, eye cameras, audiometers, GPS
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Questionnaire Do’s and Don’ts
Ensure questions are free of biasMake questions simpleMake questions specificAvoid jargonAvoid sophisticated wordsAvoid ambiguous words
Avoid negativesAvoid hypotheticalsAvoid words that could be misheardUse response bandsUse mutually exclusive categoriesAllow for “other” in fixed response questions
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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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Contact Methods
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
Marketing Research Process -Contd.
Step 3. Collect the information
Step 4. Analyze the information
Step 5. Present the findings
Step 6. Make the decision
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Characteristics of Good Marketing ResearchScientific methodResearch creativityMultiple methodsInterdependenceValue and cost of informationHealthy skepticismEthical marketing
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Pros and Cons of Online Research
DisadvantagesSmall samplesSkewed samplesTechnological problems Inconsistencies
AdvantagesInexpensiveFastAccuracy of dataVersatility
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Forecasting and Demand Measurement
Which market to measure?Potential marketAvailable marketTarget marketPenetrated market
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Market Demand Functions
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Estimating Current Demand: Area Market Potential
Market-Buildup
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Estimating Current Demand: Area Market Potential
Multiple-Factor Index
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Estimating Current Demand: Total Market Potential
CalculationsMultiple potential number of buyers by average quantity each purchases times priceChain-ratio method
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Sales Forecast Methods
Survey of Buyers’ IntentionsComposite of Sales Force OpinionsExpert OpinionPast-Sales AnalysisMarket-Test Method
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Analyzing the Macroenvironment:Needs and Trends
Fad
Trend
Megatrend
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Major Forces in the Environment
Demographic
EconomicPolitical-legal
Socio-culturalTechnological
Natural
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Population and Demographics
Population growthPopulation age mixEthnic marketsEducational groupsHousehold patternsGeographic shifts in population
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Perspective on the Global Demographic Environment
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Economic Environment and Consumer Psychology
Income Distribution
Savings, Debt, Credit
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Social-Cultural Environment
Views of themselvesViews of othersViews of organizationsViews of societyViews of natureViews of the universe
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Natural Environment
Shortage of raw materialsIncreased energy costsAnti-pollution pressuresGovernmental protections
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Technological Environment
Accelerating pace of changeUnlimited opportunities for innovationVarying R&D budgetsIncreased regulation of technological change
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The Political-Legal Environment
Business legislationGrowth of special interest groups
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