1、Chapter 4Gathering Information andMeasuring Market DemandMarketing ManagementTenth EditionPhilip KotlerObjectivesComponents of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecastA marketing information syst

2、em (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 dev

3、elopments in the marketing environment.Defining the Problem & Research ObjectivesExploratoryResearchDescriptiveResearchCausalResearchTest cause- and-effect relationships.Tests hypotheses about cause- and-effect relationships.Sheds light on problem - suggest solutions ornew ideas.Ascertain magnitudes

4、.Research ApproachesBehavioralFocus-groupSurveyExperimentalObservationalSecondary-Data SourcesInternal SourcesGovernment PublicationsPeriodicals and BooksCommercial DataOn-LineAssociationsBusiness InformationThe Marketing Research ProcessDefining theproblem andresearchobjectivesDevelopingthe researc

5、hplanCollect the informationAnalyze theinformationPresent thefindingsGood Marketing Research:Is scientificIs creativeUses multiple methodsRealizes the interdependence of models & dataAcknowledges the cost & value of informationMaintains “healthy” skepticismIs ethicalNinety Types of Demand Measuremen

6、t (6 x 5 x 3)All salesCompany salesProduct line salesProduct form salesProduct item salesIndustry salesProduct levelTerritoryRegionU.S.A.CustomerWorldSpacelevelShort runMedium runLong runTime levelDemandMarketDemandCompanyDemandEstimating Current DemandTotal Market PotentialArea Market PotentialIndustry SalesMarket ShareEstimating Future DemandSurvey of Buyers IntentionsComposite of Sales Force OpinionExpert OpinionPast Sales AnalysisMarket Test MethodReviewComponents of a marketing information systemCriteria