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What makes up a marketing intelligence system?

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Sameer Mathur
Sameer Mathur

Kotler Chapter 3

Marketing
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Scanning the Marketing Environment, Forecasting Demand and Conducting Marketing Research
What makes up a marketing intelligence system?
Marketing Intelligence System systematically gathers and processes critical business information, transforming it into actionable management intelligence for marketing decisions.
Marketing Intelligence System Sales Force Training Motivate Marketing intermediaries Hire External Experts Internal and External Network Customer Advisory Panel Government Data Resources Purchase Info from outside Collecting Intelligence on Internet
Sales Force Training Helps in encouraging sales force to give suggestions for improving or identifying new offerings
Experts Companies hire Specialists and Experts to gather marketing intelligence
Internal and External Network Helps in comparing the firm with other competitors present in the market.
Customer Advisory Panel Advisory Panel includes most outspoken, sophisticated and representative customers
Government Data Resources Government agencies provide detailed data pertaining to popular trends, demographic characteristics, agricultural production, and a host of useful data.
Purchase info from outside Companies make use of data that is purchased from other agencies, such as ACNeilsen-ORG MARG or TAM Media Research.
Intelligence source- Internet Feedback Sites Expert opinions and reviews Customer complaint sites Public blogs Online forums

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