What Makes Up a Marketing Intelligence System 3 CHAPTER
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What Makes Up a Marketing Intelligence System
3 CHAPTER
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
INTE
LLIG
ENCE
SY
STEM
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 EXPERTSDon’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
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