Мы предполагаем, что вам понравилась эта презентация. Чтобы скачать ее, порекомендуйте, пожалуйста, эту презентацию своим друзьям в любой соц. сети. Кнопочки находятся чуть ниже. Спасибо.
Идет загрузка презентации. Пожалуйста, подождите
Презентация была опубликована
Kotler Keller PhillipKevin Lane Marketing Management 14e
Collecting Information and Forecasting Demand Chapter 3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 3 of 28 Discussion Questions 1.What are the components of a modern marketing information system? 2.What are useful internal records for such a system? 3.What makes up a marketing intelligence system? 4.What are some influential macroeconomic developments? 5.How can companies accurately measure and forecast demand?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 4 of 28 Collecting Information Customers Competitors External Factors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 5 of 28 Marketing Information System People Equipment Procedures
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 6 of 28 Insight Marketing Information System Marketing Research Marketing Intelligence Internal Records
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 7 of 28 Internal Records Order-to-Payment Cycle Databases / Data Mining Sales Information Systems
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 8 of 28 Marketing Intelligence News and Trade Publications Meet with customers, suppliers, distributors, and other managers Monitor social media sites
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 9 of 28 Improving Marketing Intelligence Sales Force External Experts Establish industry network Customer Advisory Panel
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 10 of 28 Marketing Intelligence & the Internet Independent Online Forums Distributor or sales agents feedback sites Customer review and expert opinion sites Customer complaint sites
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 11 of 28 Using Marketing Intelligence Share Information Quickly
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 12 of 28 Analyzing the Macroenvironment
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 13 of 28 Needs and Trends Fad Megatrend Trend
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 14 of 28 Major Environmental Forces Economic Sociocultural Natural Technological Political-Legal Demographics
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 15 of 28 Demographic Environment Worldwide population growth Population age mix Ethnic and other markets Educational Groups Household patterns
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 16 of 28 The World as a Village If the world were a village of 100 people: 61 – Asian (20 Chinese, 17 Indian) 18 – Unable to read (33 have cell phones) 18 – Under 10 years of age (11 over 60 years old) 18 – Cars in the village 63 – Inadequate sanitation 67 – Non-Christian 30 – Unemployed or underemployed 53 – Live on less than $2 a day 26 – Smoke 14 – Obese 01 – Have AIDS Source: David J. Smith and Shelagh Armstrong, If the World Were a Village: A Book About the Worlds People, 2 nd ed. (Tonawanda, NY: Kids Can Press, 2002)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 17 of 28 Economic Environment Consumer Psychology Income Distribution
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 18 of 28 OurselvesOthers Universe Organizations Society Nature Sociocultural Environment
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 19 of 28 Natural Environment Environmental Regulations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 20 of 28 Technological Environment Accelerated pace of change Unlimited opportunities R&D Spending
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 21 of 28 Political-Legal Environment Special Interest Groups Government Agencies Laws
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 22 of 28 Forecasting and Demand Measurement Market -Size -Growth -Profit potential
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 23 of 28 Market Types Potential Market Available Market Target Market Penetrated Market
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 24 of 28 Figure 3.2 Ninety Types of Demand Measurement
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 25 of 28 Demand Measurement Market Demand Company Demand
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 26 of 28 Figure 3.3 Market Demand Functions
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 27 of 28 Estimating Current Demand Area market potential Total market potential Potential Buyers Average purchase quantity Average price XX Chain-ratio method Demand for new light beer Population Average percentage of income spent on: XXFoodXBeveragesX Alcoholic beverages X Expected % of spending on Light beer
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 28 of 28 Estimating Future Demand Sales Force Opinions Forecasting Past Sales Analysis Buyers Intentions Expert Opinions
Kotler Keller PhillipKevin Lane Marketing Management 14e.
Major economic questions Prepared by: ****** 1 st year students, Economic Security Supervisor:**** Moscow,2015 Financial University under The Government.
Time-Series Analysis and Forecasting Lecture on the 5 th of October.
Innovation Strategy Management Lecture 7. Programme Part 1 – The basis of Innovation Part 1 – The basis of Innovation Part 2 – Innovation and New Product.
Population of Wellington 2014. Facts & figures Wellington is New Zealand's centre of government and the world's southernmost capital city. It is also.
Profession of my dream. Designer In the broadest sense of the word designer - an expert dealing with artistic and technical activities under any of the.
Statistics for Business and Economics, 6e © 2007 Pearson Education, Inc. Chap 1-1 Chapter 1 Why Study Statistics? Statistics for Business and Economics.
Describe a movie which made a strong impression on you. You should say: which movie it was – the name what the movie was about who the main stars were.
Food & Beverage Cost Control Benefit to your Business.
Intelligence framework for labour-market and educational services resources management Personalreserve Authors: Antonets A. Galushkin M. c.t.s. Kravets.
NEW Business NEW Business. What is business? A business can be defined as an organization that provides goods and services to others who want or need.
Push/Pull/Profile Strategies Marketing Communications.
Innovation Strategy Management Lecture 11. Programme Part 1 – The basis of Innovation Part 1 – The basis of Innovation Part 2 – Innovation and New Product.
The Law of Demand The work was done by Daria Beloglazova.
THE MEDIA The mass media play an important part in our lives. Nowadays information is the most necessary thing. That is why there are so many sources.
Copyright © 2006 Pearson Education Canada Inc. Chapter 1 Introduction to Consumer Behaviour Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das.
WHAT IS PUBLIC SERVICE BROADCASTING?. Public Service Broadcasting (PSB)is broadcasting made, financed and controlled by the public, for the public. It.
Choosing a career and getting a job are two things any person passes through in his life. There are many professions and it is not an easy task to make.
According to the reporters research, the logistics industry is currently facing some problems such as capacity, infrastructure, security, rising truck.
11 Unit 1 Why Study Money, Banking, and Financial Markets?
Copyright 2004 – Biz/ed Travel & Tourism Industry Structures BTEC National Travel & Tourism.
The most popular professions in America. Statistics : In 2012, half of the popular professions were health workers. U.S. Bureau of Labor Statistics reports.
Apple Inc. Road Map History Some Interesting Facts About Apple Company Profile Mission & Vision Market Share SWOT Analysis Conclusion.
© 2005 Cisco Systems, Inc. All rights reserved.INTRO v2.11-1 Building a Simple Serial Network Exploring the Functions of Networking.
How does media affect our lives? Elizaveta Michsherina 9 B.
Business Coaching for increasing organizational effectiveness (reported ROI – up to 600%) October 2012.
Product Competitive price Higher quality & expensive appearance for its price range Convenient in use Externally looks like a class above Good image (for.
The Library Of the Institute for Urban Economics contains: More than 4300 works…… More than 90 brochures, published by the Institute for Urban Economics……
Mass Media Mass Media. Internet I would like to tell you about advantages or disadvantages of Internet. The Internet – a way to communicate with your.
Economic Growth 25 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Time-Series Analysis and Forecasting – Part IV To read at home.
Effective Lesson Planning. Good Lesson Planning is the art of mixing techniques, activities and materials in such a way an ideal balance is created for.
Prepared by Anna Ielisieieva, 4 th year student, International Economics, KROK University for Economics and Law.
1 British Newspapers. 2 The Aims and Expected Results: By the end of the lesson you will be able: –to learn new words and word-combinations; –to read.
Innovation Strategy Management Lecture 6. Programme Part 1 – The basis of Innovation Part 1 – The basis of Innovation Part 2 – Innovation and New Product.
AGE OF GLOBALISATION. THERE ARE 6,5 MILLIARD PEOPLE IN THE WORLD.
Copyright © 2004 South-Western 5 Elasticity and Its Applications.
Globalization Globalization is a process influences of various factors of the international value (for example, close economic and political communications,
MARKET RESEARCH. CEMEX Worlds largest building materials producer Worlds third largest cement producer Headquartered in Mexico Company operates on four.
The market of perfumery and cosmetics is considered one of the fastest growing in the world. The annual growth rate of the market in Russia is 20%, outpacing.
Strategy / Business Development Technique Communication / Design.
Definition of units in the statistical register of Rosstat Deputy Head of Department Elena Zarubina.
Designing Network Management Services © 2004 Cisco Systems, Inc. All rights reserved. Designing the Network Management Architecture ARCH v1.24-1.
Purposes Working with students Working with teachers Opinion Conclusion.
Using Information Technology Chapter 1 Introduction to Information Technology.
MONEY What do we need money for? What do we need money for? Listen to other people speaking about money and its role in their lives; Listen to other people.
© 2006 Cisco Systems, Inc. All rights reserved. CVOICE v5.01-1 Introduction to VoIP Introducing VoIP Network Technologies.
Advertisement as a service
Taxes in the USA. To tax is to impose a financial charge upon a taxpayer by state. Failure to pay is punishable by law. Taxes consist of direct tax (income.
Time-Series Analysis and Forecasting – Part II Lecture on the 5 th of October.
MINISTRY OF LABOUR AND SOCIAL DEVELOPMENT OF THE MURMANSK REGION Sergey Myakishev Minister of Labour and Social Development of the Murmansk region 17 September.
There are many young people in our country. Each of them has one's own view point on their life and their future.
Made by Bokova Masha Form 8 «V». The press The radio Television.
Labour force – 813.5 million CHINAS LABOUR FORCE Total – 813.5 million Unemployment Rate – 4.3 % ( 39 worldwide ) Including migrants – up to 9 % For.
Current State and Outlook for Russian Ferrous Scrap Market in 2006 Andrey Kuzmin Head of Raw Materials Department Metal Courier Information Agency CIS.
Environmentalists say the air in a modern apartment 4 times dirtier than the outside, and 7 times more toxic. The main source of pollution - finishing.
1 Takeovers Plan of two lectures: Basic facts Transfers of corporate control and ex-post allocational efficiency Do efficient transfers always occur? Can.
Designing Enterprise Edge Connectivity © 2004 Cisco Systems, Inc. All rights reserved. Designing the Remote Access Module ARCH v1.23-1.
1 - 1 Accounting role as element of a control system of any organization Soniev Jamoliddin.
Results of discussion on methodological issues on reporting progress towards the MDGs (Russian Federation) Подготовлено в Центре компьютерного просвещения.
Драйв созидания Исследовательско-консультационная фирма «АЛЬТ» «Разработка стратегии» Описание услуги Drive of Creation Market Analysis Service Description.
PLANNING Meaning Forecasting : Future predicting. Dr. Terry : Planning is the selecting & relating of facts & using of assumptions regarding the future.
NTC Gidrol-Krovlja ©, Moscow, Russia, 2008 THE RUSSIAN MARKET FOR ROOFING AND WATERPROOFING MATERIALS: WHAT LIES AHEAD?
Management Information Systems An Introduction Management Information Systems An Introduction.
CHAPTER 6 Managing change and Innovation There are two types of forces.
M-learning Vs M-teaching. Objectives of the project To know about M-learning and M-teaching To show pros and cons of M-education To know the opinion of.
Marketing, Lecture 1ass.prof. Irina I.Skorobogatykh (Ph.D) 1 Slide 1-2 DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING Chapter 1 Associate.
Product presentation VALĒRIJA PETROVA, SEK, 1.KURSS.
Valentino chocolates are made in Turin. They are luxury products with a unique taste, and have many international awards.
Cigarette Smoking in the United States. Current Cigarette Smoking Among U.S. Adults Aged 18 Years and Older Tobacco use remains the single largest preventable.
Innovation Strategy Management Lecture 5. Programme Part 1 – The basis of Innovation Part 1 – The basis of Innovation Part 2 – Innovation and New Product.
Small business presentation VALĒRIJA PETROVA, SEK, 1.KURSS.
FINANCIAL UNIVERSITY UNDER THE GOVERNMENT OF THE RUSSIAN FEDERATION Foreign Languages-2 Department Mortgage Loans Margarita V. Ryazantseva PhD, Associate.
Prepared by: pupil of 11-B form Ishchenko Inna. WE LEARN A LOT AT SCHOOL English History Geography Mathematics Physics С hemistry Biology Ukrainian and.
BRITISH YOUTH. Most 18 and 19 year- olds in Britain are quite independent people.
Isayeva Anastasia 9 «Б». What is a lawyer? Lawyer (lat. Advocatus - from advoco - invite) - a person whose profession is to provide qualified legal assistance.
The subjunctive mood. Conditional II and III. Автор: Кузнецова Е.Н. МОУ 5 «Гимназия» г. Мегион ХМАО.
Optimal market access framework for taxi services to become a genuine part of the collective passenger transport chain: reforming the Russian taxi market.
checking When you want to find information on the web, it is helpful to use a such as Google or Yandex. You type in a or a phrase, in GO and a list of.
Все права защищены © РосБизнесКонсалтинг, 2006 / 10 стр. 1 Marketing research RosBusinessConsulting Moscow 2006.
Valuing Business Methods of valuation DCF valuation (e.g. using WACC) DCF valuation (e.g. using WACC) Relative valuation (comparables) Relative valuation.
© 2007 Cisco Systems, Inc. All rights reserved.DESGN v2.07-1 Identifying Voice Networking Considerations Identifying Design Considerations for Voice Services.
COMPANY PRESENTATION. Company Profile Leader in specialty chemicals for automotive & fleet Founded in 1939 by Chestien Wynn Since 2005 part of ITW Performance.
the activity of Communication is information. exchanging Communication is the activity of exchanging information.
Business moving On-line… 2B or not 2B? © B2B, of course! © 2001 Y. Sanin@Ukraine.com.
1. What is your favorite type of television programs? Although that I cant say that I watch TV very often, its sometimes hard for me to resist watching.
Computers are a necessary part of modern life. Computers play an important role in the lives of most of us today, whether we realize it or not. Some people,
Management Information Systems A Strategic Business Perspective Management Information Systems A Strategic Business Perspective.
Innovation Strategy Management Lecture 12. Programme Part 1 – The basis of Innovation Part 1 – The basis of Innovation Part 2 – Innovation and New Product.
JOINT STOCK COMPANIES. LABOUR WELFARE Includes those elements of compensation other than wages which are significant when initially considering employment.
What do you think about your future?. It seems to me,that our planet will be full of different new technologies.
Moscow 2011-2012 Project work. Aims 1.To prove that in the schools of the future dozens of various devices will be used in every classroom. 2. To carry.
Mass media in Great Britain The Press The British press P Press is very important for people in the UK since they read a lot. It is a so-called tradition.
Lets look at some interesting and popular devices which have touchscreens.
Еще похожие презентации в нашем архиве:
© 2017 MyShared Inc. All rights reserved.