MARKETING MANAGEMENTDisusun Untuk Memenuhi Nilai Tugas

Kelas Eksekutif Angkatan X

Disusun oleh :Victor Witness ChandraKhitara Aldila Chandra

Collecting Information and Forecasting Demand

Chapter 3

Kotler • KellerPhillip Kevin Lane

Collecting InformationCustomers

Competitors External Factors

Marketing Information SystemPeople

Equipment

Procedures

Insight

Marketing Information System

Marketing Research

Marketing Intelligence

Internal Records

Internal RecordsOrder-to-Payment Cycle

Databases, Warehouse, Data Mining

Sales Information Systems

Marketing IntelligenceNews and Trade Publications

Meet with customers, suppliers, distributors, and other managers

Monitor social media sites

Improving Marketing IntelligenceSales Force

External Experts

Establish industry network

Customer Advisory Panel

Marketing Intelligence & the Internet

Independent Online Forums

Distributor or sales agents feedback sites

Customer review and expert opinion sites

Customer complaint sites

Using Marketing IntelligenceShare Information

Quickly

Analyzing the Macroenvironment

Needs and Trends

FadMegatrend

Trend

Major Environmental Forces

Economic

Sociocultural

Natural

Technological

Political-Legal

Demographics

Demographic Environment

Worldwide population growth

Population age mix

Ethnic and other markets

Educational Groups

Household patterns

The World as a VillageIf 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 village63 – Inadequate sanitation67 – Non-Christian30 – Unemployed or underemployed53 – Live on less than $2 a day26 – Smoke14 – Obese01 – Have AIDS

Source: David J. Smith and Shelagh Armstrong, If the World Were a Village: A Book About the World’s People, 2nd ed. (Tonawanda, NY: Kids Can Press, 2002)

Economic Environment

Consumer Psychology

Income Distribution

Ourselves

Others

Universe

Organizations

Society

Nature

Sociocultural Environment

Natural Environment

Shortage of raw materials

Increasedenergy costs

Anti-pollutionpressures

Governmentalprotections

Technological Environment

Accelerated pace of change

Unlimited opportunities

R&D Spending

Technological Environment

Pace of change

Opportunitiesfor innovation

Varying R&D budgets

Increased regulationof change

Political-Legal Environment

Special Interest Groups

Government Agencies

Laws

Forecasting and Demand Measurement

• How can we measure market demand?–Potential market–Available market–Target market–Penetrated market

Market- Size- Growth- Profit potential

Market TypesPotential Market

Available Market

Target Market

Penetrated Market

Figure 3.2

Ninety Types of Demand Measurement

Demand MeasurementMarket Demand

Company Demand

Figure 3.3

Market Demand Functions

Estimating Current DemandArea market potential

Total market potential

Potential Buyers

Average purchase quantity

Average priceX X

Chain-ratio method

Demand for new

light beerPopulation

Average percentage of income spent on:

X X Food X Beverages X Alcoholic beverages X

Expected % of spending on

Light beer

Estimating Future Demand

Sales Force OpinionsForecasting

Past Sales Analysis

Buyer’s Intentions

Expert Opinions