What makes up a marketing intelligence system

WHAT MAKES UP A MARKETING INTELLIGENCE SYSTEM ?

It is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment.

MARKETING INTELLIGENCE SYSTEM

HOW DO MANAGERS COLLECT MARKETING INTELLIGENCE ?

1. TRAIN AND MOTIVATE THE SALES FORCE TO SPOT AND REPORT DEVELOPMENT

2.MOTIVATE DISTRIBUTORS, RETAILERS, AND OTHER INTERMEDIARIES TO PASS ALONG IMPORTANT INTELLIGENCE

3. HIRE EXTERNAL EXPERTS

4. NETWORK INTERNALLY AND EXTERNALLY

5. SET UP A CUSTOMER ADVISORY PANEL

6. TAKE ADVANTAGE OF GOVERNMENT SOURCES

7. PURCHASE INFORMATION FROM OUTSIDE SUPPLIERS

8. ON INTERNET

CONT. COLLECTING MARKET INTELLIGENCE ON INTERNET—

1. INDEPENDENT CONSUMER GOODS AND SERVICES REVIEW FORUMS

2. DISTRIBUTOR OR SALES AGENT FEEDBACK SITES

3. COMBO SITES OFFERING CUSTOMER REVIEWS AND EXPERT OPINIONS

4.CUSTOMER COMPLAINT SITES

5.PUBLIC BLOGS

EXAMPLE—

COKEWHEN COKE’S MONITORING SOFTWARE DETECTED A POST FROM AN UPSET CUSTOMER WHO COULDN’T REDEEM PRIZE FROM MyCoke REWARDS PROG., COKE QUICKLY POSTED AN APOLOGY.

AFTER CONSUMER GOT HIS PRIZE, HE CHANGED HIS DP TO A PHOTO OF HIMSELF HOLDING A COKE BOTTLE.

These slides were created by NANDINI GUPTA, AKGEC Ghaziabad,during a Marketing internshipby Prof. Sameer Mathur, IIM Lucknow