Studying market demand in Marketing Management

The following discussion agenda examines the topic of Market Demand assessment in Marketing Management:

1. Marketing information system components
• Internal records system
• The marketing intelligence system
• Marketing research system
• Suppiers of marketing research
• the marketing research process
• characteristics of good marketing research
• overcoming the barriers to use marketing research
• marketing decision support system
• quantitative tools used in marketing decision support systems
2. Forecasting and demand measurement
• the measures of market demand
• which market to measure
• Terms used in demand measurement
• market demand, market forecast, market potential, company demand, company sales forecast, company sales potential
• Estimate current demand
• Total market potential
• Area market potential
• Demand measurement methods used : market-buildup method, multiple-factor index method
• Estimate future demand
• Survey of buyers' intention

Reference
Kotler, P. (2003) "Chapter 5: gathering information and measuring market demand" in Marketing Management, Prentice Hall.