What makes up a marketing intelligence system?

Kotler Chapter 3

1. Scanning the
Marketing
Environment,
Forecasting
Demand and
Conducting
Marketing
Research

2. What
makes up a
marketing
intelligence
system?

3. Marketing
Intelligence System
systematically gathers and
processes critical business
information, transforming
it into actionable
management intelligence
for marketing decisions.

4. 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

5. Sales Force
Training
Helps in encouraging sales force to
give suggestions for improving or
identifying new offerings

7. Experts
Companies hire
Specialists and Experts
to gather marketing
intelligence

8. Internal and External Network
Helps in comparing the firm
with other competitors present
in the market.

9. Customer Advisory
Panel
Advisory Panel includes most
outspoken, sophisticated and
representative customers

10. Government Data Resources
Government agencies provide detailed data pertaining to
popular trends, demographic characteristics, agricultural
production, and a host of useful data.

11. Purchase info from
outside
Companies make use of data that is purchased from other
agencies, such as ACNeilsen-ORG MARG or TAM
Media Research.

12. Intelligence
source-
Internet
Feedback
Sites
Expert
opinions
and
reviews
Customer
complaint
sites
Public
blogs
Online
forums