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Lecture Marketing management: Chapter 3 - Phillip Kotler, Kevin Lane Keller

Chapter 3 - Collecting information and forecasting demand. After studying this chapter you will be able to understand: 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 macroeconomic developments? How can companies accurately measure and forecast demand? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Collecting Information and Forecasting Demand Chapter 3 Discussion 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 macroeconomic developments? How can companies accurately measure and forecast demand? Collecting Information Customers Competitors External Factors Marketers are in position to collect information from customers, competitors, and other external factors/group that can help to identify market changes. Marketing Information System People Equipment Procedures A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute information that is needed, timely and accurate. Insight Marketing Information System Marketing Research Marketing Intelligence Internal Records A marketing information system | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Collecting Information and Forecasting Demand Chapter 3 Discussion 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 macroeconomic developments? How can companies accurately measure and forecast demand? Collecting Information Customers Competitors External Factors Marketers are in position to collect information from customers, competitors, and other external factors/group that can help to identify market changes. Marketing Information System People Equipment Procedures A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute information that is needed, timely and accurate. Insight Marketing Information System Marketing Research Marketing Intelligence Internal Records A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute information that is needed, timely and accurate. Internal Records Order-to-Payment Cycle Databases / Data Mining Sales Information Systems The order-to-payment cycle entails the process that orders go through once they are received by the company. Includes invoices and shipping documents. Customers prefer firms that can get orders processed quickly and accurately. Sales information systems provide managers with up-to-date information on the current sales of individual products. Databases store and organize information that can be retrieved based on a number of criteria such as purchase history, product preferences, and can even contain demographic and psychographic information on customers. Marketing Intelligence News and Trade Publications Meet with customers, suppliers, distributors, and other managers Monitor social media sites A marketing intelligence system is a set of .