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PowerPoint by Karen E. James Louisiana State University Shreveport Translated, added and edited by Ahmad Mughni Trunojoyo University of Madura
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 0 in Chapter 5

Objectives
Mempelajari bagaimana kebutuhan dapat diukur dan diramalkan dengan lebih akurat

2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 1 in Chapter 5

Change
Lokal ==> Nasional Customer Need Price Competition International Customer Want Non-price competition

Kebutuhan akan informasi pemasaran yang tepat waktu menjadi semakin besar di masa mendatang
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 5

Forecasting and Demand Measurement

Essential Aspects
The market

Market
Potential market Available market Target market (served market) Qualified available market Penetrated market
Slide 3 in Chapter 5

Measuring demand
Company demand and sales forecasts

Current demand
Future demand
2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Forecasting and Demand Measurement

Essential Aspects
The market

Market demand
Market minimum Market forecast Market potential Nonexpansible vs. expansible markets Primary vs. secondary demand

Measuring demand
Company demand and sales forecasts

Current demand
Future demand
2003 Prentice Hall, Inc.

Market forecast Market potential

Slide 4 in Chapter 5

To accompany A Framework for Marketing Management, 2nd Edition

Forecasting and Demand Measurement

Essential Aspects
The market

Company demand
Company sales forecast

Measuring demand
Company demand and sales forecasts

Sales quota
Sales budget Company sales potential
Slide 5 in Chapter 5

Current demand
Future demand
2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Forecasting and Demand Measurement

Essential Aspects
The market

Total market potential

Area market potential
Market-buildup method

Measuring demand
Company demand and sales forecasts

Current demand
Future demand
2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 6 in Chapter 5

Forecasting and Demand Measurement

Essential Aspects
The market

Many Forecasting Methods:

Buyer intentions survey Composite of sales force opinions Expert opinion Past-sales analysis Market-test method
Slide 7 in Chapter 5

Measuring demand
Company demand and sales forecasts

Current demand
Future demand
2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Macroenvironmental Trends and Forces

Demographic Environment
Worldwide population growth Population age mix Ethnic markets Educational groups Household patterns Geographic population shifts Rise of micromarkets
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 5

Macroenvironmental Trends and Forces

Economic Environment
Income distribution Savings, debt, and credit availability

2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 9 in Chapter 5

Macroenvironmental Trends and Forces

Natural Environment
Shortage of raw materials Increased energy costs Anti-pollution pressures Changing role of governments

2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 10 in Chapter 5

Macroenvironmental Trends and Forces

Technological Environment
Accelerating pace of technological change Unlimited opportunities for innovation Varying R&D budgets Increased regulation of technological change
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 5

Macroenvironmental Trends and Forces

Political-Legal Environment
Legislation regulating business Growth of special interest groups

2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 12 in Chapter 5

Macroenvironmental Trends and Forces

Socio-Cultural Environment
World views that consumers hold of themselves, others, society, organizations, nature, and the universe High persistence of core values Existence of subcultures
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 5