1. Marketing Intelligence
1.1. The Marketing Intelligence System
1.1.1. Train and motivate the sales force to spot and report new developments
1.1.2. Motivate distributors, retailers, and other intermediaries to pass along important intelligence
1.1.3. Hire external experts to collect intelligence
1.1.4. Network internally and externally
1.1.5. Set up a customer advisory panel
1.1.6. Take advantage of government-related data resources
1.1.7. Purchase information from outside research firms and vendors
1.2. Collecting Marketing Intelligence on the Internet
1.2.1. Independent customer goods and service review
1.2.2. Distributor or sales agent feedback sites
1.2.3. Combo sites offering customer reviews and expert opinions
1.2.4. Customer complaint sites
1.2.5. Public blogs
1.3. Communicating and Acting on Marketing Intelligence
1.3.1. Given the speed of the Internet, it is important to act quickly on information gleaned online
2. Analyzing the Macro-Environment
2.1. Needs and Trends
2.1.1. fad
2.1.2. trend
2.1.3. megatrend
2.2. Identifying the Major Forces
2.2.1. environment
2.2.2. economic
2.2.3. socialcultural
2.2.4. natural
2.2.5. technological
2.2.6. political-legal
2.3. The Demographic Environment
2.3.1. Worldwide population growth
2.3.2. Population age mix
2.3.3. Ethnic and other markets
2.3.4. Educational groups
2.3.5. Household patterns
3. Marketing Insight
3.1. Finding Gold at the Bottom of the Pyramid
3.1.1. The Economic Environment
3.1.2. The Sociocultural Environment
3.1.3. The Natural Environment
3.1.4. The Technological Environment
3.2. The Green Marketing Revolution
3.2.1. The Political-Legal Environment
4. Components of a Morden Marketing Information System
4.1. consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
5. Internal Records
5.1. The Order-to-Payment Cycle
5.2. Sales Information Systems
5.3. Databases, Data Warehousing, and Data Mining
6. Forecasting and Demand Measurement
6.1. The measures of market demand
6.1.1. The potential market
6.1.2. The available market
6.1.3. The target market
6.1.4. The penetrared market
6.2. A vocabulary for demand measurement
6.2.1. Market demand
6.2.2. Market forecast
6.2.3. Market potential
6.2.4. Company demand
6.2.5. Company sales forecast
6.2.6. Company sales potential
6.3. Estimating current demand
6.3.1. Total market potential
6.3.2. Area market potential
6.3.3. Industry sales and market shares
6.4. Estimating future demand
6.4.1. Survey of buyers's intentions
6.4.2. Composite of sales force opinions
6.4.3. Expert opinion
6.4.4. Past-sales analysis
6.4.5. Market-test method