“广告学原理”绝密-kotler05exs课件

1、Chapter 5Understanding Markets, Market Demand, and the Marketing EnvironmentPowerPoint by Karen E. JamesLouisiana State University - Shreveport1To accompany A Framework for Marketing Management, 2nd Edition第1页，共23页。ObjectivesIdentify the major components of a marketing system.Understand how marketer

2、s can improve marketing decisions through intelligence systems, marketing research, and marketing decision support systems.2To accompany A Framework for Marketing Management, 2nd Edition第2页，共23页。ObjectivesLearn how demand can be more accurately measured and forecasted.Understand key demographic, eco

3、nomic, natural, technological, political-legal, and socio-cultural developments.3To accompany A Framework for Marketing Management, 2nd Edition第3页，共23页。Supporting Marketing DecisionsA Marketing Information System is defined as . . . “people, equipment, and procedures that gather, sort, analyze, eval

4、uate, and distribute needed, timely, and accurate information to marketing decision makers.”4To accompany A Framework for Marketing Management, 2nd Edition第4页，共23页。Supporting Marketing DecisionsMarketing Information Systems compile information from:Internal records systemsMarketing intelligence syst

5、emsMarketing researchMarketing decision support analysis5To accompany A Framework for Marketing Management, 2nd Edition第5页，共23页。Supporting Marketing DecisionsInternal Records SystemsOrder-to-payment cycle is keyTimely sales reports help to better manage inventoryCustomer, product, salesperson and ot

6、her databases can be mined for fresh insights6To accompany A Framework for Marketing Management, 2nd Edition第6页，共23页。Supporting Marketing DecisionsImproving the Quality of Marketing Intelligence System Data Requires:Training and motivating sales force to report developmentsMotivating channel members

7、 to share important intelligenceCollecting competitive intelligence7To accompany A Framework for Marketing Management, 2nd Edition第7页，共23页。Supporting Marketing DecisionsImproving the Quality of Marketing Intelligence System Data Requires:Developing a customer advisory panelPurchasing information fro

8、m commercial data sourcesEstablishing a marketing information center within the company8To accompany A Framework for Marketing Management, 2nd Edition第8页，共23页。Supporting Marketing DecisionsThe Marketing Research Process:Defining the problem and research objectivesDeveloping the research planCollecti

9、ng the informationAnalyzing the informationPresenting the findingsMaking the decision9To accompany A Framework for Marketing Management, 2nd Edition第9页，共23页。Supporting Marketing DecisionsDeveloping the Research Plan Involves:Gathering secondary and primary dataSelecting one or more research approach

10、es for primary data collectionUsing the appropriate research instrumentDeveloping a sampling planDetermining subject contact methods10To accompany A Framework for Marketing Management, 2nd Edition第10页，共23页。Supporting Marketing DecisionsApproaches for primary data collection include:Observational res

11、earchFocus-group researchSurvey researchBehavioral dataExperimental research11To accompany A Framework for Marketing Management, 2nd Edition第11页，共23页。Supporting Marketing DecisionsA Marketing Decision Support System is defined as a . . . “coordinated collection of data, systems, tools, and technique

12、s with supporting software and hardware by which an organization gathers and interprets information from business and the environment and turns it into a basis for marketing action.”12To accompany A Framework for Marketing Management, 2nd Edition第12页，共23页。Forecasting and Demand MeasurementEssential

13、AspectsThe marketMarket demandCompany demand and sales forecastsCurrent demandFuture demandMarketPotential marketAvailable marketTarget market (served market)Qualified available marketPenetrated market 13To accompany A Framework for Marketing Management, 2nd Edition第13页，共23页。Forecasting and Demand M

14、easurementEssential AspectsThe marketMeasuring demandCompany demand and sales forecastsCurrent demandFuture demandMarket demandMarket minimumMarket forecastMarket potentialNonexpansible vs. expansible marketsPrimary vs. secondary demandMarket forecastMarket potential14To accompany A Framework for Ma

15、rketing Management, 2nd Edition第14页，共23页。Forecasting and Demand MeasurementEssential AspectsThe marketMeasuring demandCompany demand and sales forecastsCurrent demandFuture demandCompany demandCompany sales forecastSales quotaSales budgetCompany sales potential15To accompany A Framework for Marketin

16、g Management, 2nd Edition第15页，共23页。Forecasting and Demand MeasurementEssential AspectsThe marketMeasuring demandCompany demand and sales forecastsCurrent demandFuture demandTotal market potentialArea market potentialMarket-buildup method16To accompany A Framework for Marketing Management, 2nd Editio

17、n第16页，共23页。Forecasting and Demand MeasurementEssential AspectsThe marketMeasuring demandCompany demand and sales forecastsCurrent demandFuture demandMany Forecasting Methods:Buyer intentions surveyComposite of sales force opinionsExpert opinionPast-sales analysisMarket-test method17To accompany A Fr

18、amework for Marketing Management, 2nd Edition第17页，共23页。Macroenvironmental Trends and ForcesDemographic EnvironmentWorldwide population growthPopulation age mixEthnic marketsEducational groupsHousehold patternsGeographic population shiftsRise of micromarkets18To accompany A Framework for Marketing Ma

19、nagement, 2nd Edition第18页，共23页。Macroenvironmental Trends and ForcesEconomic EnvironmentIncome distributionSavings, debt, and credit availability19To accompany A Framework for Marketing Management, 2nd Edition第19页，共23页。Macroenvironmental Trends and ForcesNatural EnvironmentShortage of raw materialsIncreased energy costsAnti-pollution pressuresChanging role of governments20To accompany A Framework for Marketing Management, 2nd Edition第20页，共23页。Macroenvironmental Trends and ForcesTechnological EnvironmentAccelerating pace of technological changeUnlimited