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