Lectures Marketing management: Chapter 3 - ThS. Nguyễn Tiến Dũng

Lectures "Marketing management - Chapter 3: Collecting information and forecasting demand" provides students with the knowledge: Components of a modern marketing, information system, internal records, marketing intelligence, analyzing the macroenvironment, forecasting and demand measurement. Invite you to refer to the disclosures.
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Lectures Marketing management: Chapter 3 - ThS. Nguyễn Tiến Dũng CHAPTER 3COLLECTING INFORMATION AND FORECASTING DEMAND Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vnChapter Questions● What are the components of a modern marketing information system?● What are useful internal records for such a system?● What makes up a marketing intelligence system?● What are some influential macroenvironment developments?● How can companies accurately measure and forecast demand?© Nguyễn Tiến Dũng Marketing Management 2Chapter Main Contents1. Components of a Modern Marketing Information System2. Internal Records3. Marketing Intelligence4. Analyzing the Macroenvironment5. Forecasting and Demand Measurement© Nguyễn Tiến Dũng Marketing Management 3© Nguyễn Tiến Dũng Marketing Management 4Types of Marketing Information● Internal & External● Event and research information● Statistics-based & market research-based© Nguyễn Tiến Dũng Marketing Management 51. Components of an MIS● MIS (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.© Nguyễn Tiến Dũng Marketing Management 6© Nguyễn Tiến Dũng Marketing Management 72. Internal Records● Order-to-payment cycle● Sales information system● Databases, warehousing, data mining© Nguyễn Tiến Dũng Marketing Management 83. Marketing Intelligence System● Definition of Marketing Intelligence System● Collecting Marketing Intelligence on the Internet● Communicating and Acting on Marketing Intelligence© Nguyễn Tiến Dũng Marketing Management 9Definition of 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.● The internal records system supplies results data, but the marketing intelligence system supplies happenings data.● Methods: ● reading books, newspapers, and trade publications; ● talking to customers, suppliers, and distributors; ● monitoring social media on the Internet; ● meeting with other company managers.© Nguyễn Tiến Dũng Marketing Management 10Improving Marketing Intelligence1. Train and motivate the sales force to spot and report new developments2. Motivate distributors, retailers, and other intermediaries to pass along important intelligence.3. Hire external experts to collect intelligence4. Network internally and externally.5. Set up a customer advisory panel.6. Take advantage of government-related data resources.7. Purchase information from outside research firms and vendors.8. Collecting marketing intelligence on the Internet.© Nguyễn Tiến Dũng Marketing Management 11Table 3.2Secondary Commercial Data Sources ● Nielsen ● MRCA ● Information Resources ● SAMI/Burke ● Simmons ● Arbitron© Nguyễn Tiến Dũng Marketing Management 12Collecting Marketing Intelligence on the Internet● Independent customer goods and service review forums: Epinions.com, RateItAll.com, ConsumerReview.com and Bizrate.com …● Distributor or sales agent feedback sites● Combination sites offering customer reviews and expert opinions● Customer complaint sites● Public blogs© Nguyễn Tiến Dũng Marketing Management 134. Analyzing Macroenvironments● Needs and Trends● Identifying the Major Forces● The Demographic Environment● The Economic Environment● The Sociocultural Environment● The Natural Environment● The Technological Environment● The Political-Legal Environment© Nguyễn Tiến Dũng Marketing Management 14Needs and Trends● Fads: unpredictable, short-lived, and without social, economic, and political significance.”● Trends ● a more predictable and durable than a fad; ● reveal the shape of the future and can provide strategic direction. ● Example: health and nutrition awareness has brought increased government regulation and negative publicity for firms seen as peddling unhealthy food.● Megatrends: ● a “large social, economic, political, and technological change [that] is slow to form, and once in place, influences us for some time—between seven and ten years, or longer.”© Nguyễn Tiến Dũng Marketing Management 15Trends Shaping the Business Landscape● Profound shifts in centers of ● Increase in demand for economic activity natural resources● Increases in public-sector ● Emergence of new global activity ...