Part 2: Analyzing Marketing Opportunities

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Part 2Analyzing Marketing Opportunities

• Otterbein College
• Winter Quarter2000

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Chapter 4 Gathering Information Measuring
Market Demand

• Otterbein College
• Winter 2000

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Chapter Content

• Components of a marketing information system
• Criteria of good marketing research
• Decision support systems for marketing
  management
• Demand measurement and forecast

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Marketing Information Intelligence

• A marketing information system (MIS) consists of
  people, equipment, and procedures to gather,
  sort, analyze, evaluate, and distribute needed,
  timely, and accurate information to marketing
  decision makers.
• A marketing intelligence system is a set of
  procedures and sources used by managers to obtain
  everyday information about developments in the
  marketing environment.

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Defining the Problem Research Objectives
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Research Approaches
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Secondary Data Sources

• Internal Sources
• Government Publications
• Periodicals and Books
• Commercial Data
• On-Line
• Associations
• Business Information

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The Marketing Research Process
Defining the problem and research objectives
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Good Marketing Research...

• Is scientific
• Is creative
• Uses multiple methods
• Realizes interdependence of models data
• Acknowledges the cost value of information
• Maintains healthy skepticism
• Is ethical

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Ninety Types of Demand Measurement (6 x 5 x 3)
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Demand
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Estimating Current Demand

• Total Market Potential
• Area Market Potential
• Industry Sales
• Market Share

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Estimating Future Demand

• Survey of Buyers Intentions
• Composite of Sales Force Opinion
• Expert Opinion
• Past Sales Analysis
• Market Test Method

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Next...

• Peeling the Orange