2. Marketing Intelligence System(MIS)
Consists of people,
equipment, and procedures to
gather, sort, analyze, evaluate
and distribute timely and
accurate information to decision
makers.
3. Research Process
Problem Definition
Defining research objectives
Working out a research design
Deciding on the sources of data
Planning and deciding on data
collection techniques and tools
Analyzing data
Making a report and presenting it
to the decision makers
4. Components of Intelligence System
Customer Intelligence:
This provides useful information on a
customer’s business, preferences or loyalties, personal
demographic details.
Competition Intelligence:
This gives information on strengths and
weaknesses of each competitor in the territory, the strategy
and the tactics being used by them.
5. Purposes of Marketing Intelligence
Customer satisfaction
Creative and effective marketing strategy
Realities of the company and its competitors
Strengths and weaknesses
Realities of the marketplace
Opportunities and threats
Competitive advantage
Anticipate the competitive move and develop competitive
strategies
6. Sources of Marketing Intelligence
Company’s own personnel
Executives
Consultants and specialists
Purchasing agents
Salespersons
Other employees
Issue:
Always busy people
Fail to pass on important information
7. Sources of Marketing Intelligence
Company’s supply chain
Suppliers
Resellers
Business partners
Business allies
Other marketing intermediaries
8. Sources of Marketing Intelligence
Competitors
Annual reports
Speeches and press releases
Products and labels
Advertisements and other marketing
communications
Web sites
9. Sources of Marketing Intelligence
Government sources
Census of population
Census of industries
Other government agencies and publications
Academic sources
Theses and research reports
Academic journals
Academic forum
10. Sources of Marketing Intelligence
Publications and mass media
Television/radio news
Newspapers
Magazines and trade journals
Syndicated services
Panel data
Retail audit
Customized reports (on demand)
11. Analyzing Marketing Intelligence Data
Competitor analysis -- knowing about competitors
1. Who are our 2. What are 3. What are
competitors? their strategies? their objectives?
4. What are their 5. What are their
strengths and weaknesses? reaction patterns?
12. Data Mining and Warehousing
Data Mining:
Database marketing, customization and CRM require
effective information management.
The first organization to use data warehousing and
mining is Wal-Mart.
E.g. Small retail shop
13. Data Mining and Warehousing
(continued)
Data Warehousing:
Data Warehousing is an IT architecture,
aimed at storing and organizing information in a
meaningful manner.
E.g.. To the Salesman, a data warehousing should be
able to provide information on the customer’s
background, the last sales call, the status of any customer
complain received.
