国际营销国际营销国际营销 (5).pdf

Collecting Information and Forecasting DemandChapter 3studyLearning Objectives01What are the components of a modern marketing information system?02What are useful internal records for a marketing information system?03What makes up a marketing intelligence system?04What are some influential macroenvironmentdevelopments?05How can companies accurately measure and forecast demandComponents of a Modern MarketingInformation System(MIS)Internal company recordsMarketing intelligence activitiesMarketing researchInternal records Internal reports of orders Sales Prices Costs Inventory levels Receivables PayablesMarketing intelligenceMarketing intelligence system:a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environmentImproving marketing intelligenceMotivate sales force to report new developmentsMotivate intermediaries to pass along intelligenceHire external experts to collect intelligenceNetwork internally and externallyImproving marketing intelligenceSet up a customer advisory panelTake advantage of government-related data Purchase information from outside research vendorsCollect marketing intelligence on InternetMarketing Intelligence on the internetIndependent customer goods and service review forumsDistributor or sales agent feedback sitesCombo sites offering customer reviews and expert opinionsCustomer complaint sitesPublic blogsCommunicating&Acting on Marketing intelligenceThe competitive intelligence function works best when it is closely coordinated with the decision-making processGiven the speed of the Internet,it is important to act quickly on information gleaned onlineAnalyzing the MacroenvironmentNeeds and TrendsFadTrendMegatrendIdentifying the major forcesSix major forces in the broad environmentNaturalTechnologicalPolitical-legalSocio-culturalEconomicDemographicThe Demographic EnvironmentWorldwide population growthPopulation age mixEthnic and other marketsEducational groupsHousehold patternsThe Economic EnvironmentCONSUMER PSYCHOLOGYINCOME DISTRIBUTIONINCOME,SAVINGS,DEBT,CREDITIncome distributionSubsistence economiesRaw-material-exporting economiesIndustrializing economiesIndustrial economiesIncome distributionVery low incomesMostly low incomesVery low,very high incomesLow,medium,high incomesMostly medium incomesThe Sociocultural EnvironmentViews of ourselvesViews of societyViews of natureViews of the universeViews of organizationsViews of othersThe Sociocultural EnvironmentCore cultural valuesValues are passed from parents to children and reinforced by social institutionsSubculturesGroups with shared values,beliefs,preferences,and behaviors emerging from their special life experiences or circumstancesThe Natural EnvironmentCorporate environmentalismOpportunities await those who can reconcile prosperity with environmental protectionThe Technological EnvironmentAccelerating pace of changeUnlimited opportunitiesfor innovationVarying R&D budgetsIncreased regulation of technological changeThe Political-Legal EnvironmentLAWSGOVERNMENT AGENCIESPRESSURE GROUPS