What Makes Up a Marketing Intelligence System

3CHAPTER

MARKETING INTELLIGENCE SYSTEM

IT IS A SET OF PROCEDURES AND SOURCES THAT MANAGERS USE TO OBTAIN EVERYDAY INFORMATION ABOUT DEVELOPMENTS IN THE MARKETIONG ENVIRONMENT

MAR

KETI

NG

IN

TELL

IGEN

CE

SYST

EM

SALES FORCE PERSONNEL

MOTIVATE INTERMEDIARIES

EXTERNAL EXPERTS

NETWORKING

CUSTOMER ADVISORY PANEL

GOVERNMENT DATA RESOURCES

GATHER INTEL

POWER OF INTERNET

SALES FORCE PERSONNELTrain and report the sale force to spot and report new developments

MOTIVATE INTERMEDIARIESMotivate distributors, retailers and other intermediaries to pass along information

EXTERNAL EXPERTS

Don’t be afraid to hire external experts to seek information

NetworkingNetwork internally and externally

CUSTOMER ADVISORY PANELAlways hire most outspoken and most representative people as members of the panel

GOVERNMENT DATA RESOURCESTake advantage of the government resources like National Sample Survey Organization(NSSO)

GATHER INTELPurchase information from the outside sources

POWER OF INTERNETCollecting marketing intelligence on the internet

REVIEW FORUMS

FEEDBACK SITES

EXPERT ONIONS AND CUSTOMER

REVIEWS

COMPLAINT SITES

PUBLIC BLOGS

CREATED BY

PRAKHAR BANSALMNIT JAIPUR

During An Internship by Prof. SAMEER MATHURIIM LUCKNOW

www.IIMInternship.com