What makes up a marketing intelligence system CHAPTER-3, SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH. KOTLER MARKETING MANAGEMENT

1. WHAT MAKES UP
A MARKETING
INTELLIGENCE
SYSTEM ?

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

3. HOW DO MANAGERS COLLECT MARKETING
INTELLIGENCE ?

6. 3. HIRE EXTERNAL EXPERTS

7. 4. NETWORK INTERNALLY AND EXTERNALLY

8. 5. SET UP A CUSTOMER ADVISORY PANEL

9. 6. TAKE ADVANTAGE OF GOVERNMENT SOURCES

10. 7. PURCHASE INFORMATION FROM OUTSIDE SUPPLIERS

11. 8. ON INTERNET

12. 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

13. 4.CUSTOMER COMPLAINT SITES
5.PUBLIC BLOGS

14. EXAMPLE—
COKE
WHEN 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.

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