What makes up a marketing intelligence system

1. What Makes Up a
Marketing
Intelligence
System
3
CHAPTER

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

3. MARKETING
INTELLIGENCE
SYSTEM
SALES FORCE PERSONNEL
MOTIVATE INTERMEDIARIES
EXTERNAL EXPERTS
NETWORKING
CUSTOMER ADVISORY PANEL
GOVERNMENT DATA
RESOURCES
GATHER INTEL
POWER OF INTERNET

4. SALES FORCE PERSONNEL
Train and report the sale force to spot and report new
developments

5. MOTIVATE INTERMEDIARIES
Motivate distributors, retailers and other intermediaries to
pass along information

6. EXTERNAL EXPERTS
Don’t be afraid to hire external experts to seek information

7. Networking
Network internally and externally

8. CUSTOMER ADVISORY PANEL
Always hire most outspoken and most representative people
as members of the panel

9. GOVERNMENT DATA RESOURCES
Take advantage of the government resources like National
Sample Survey Organization(NSSO)

10. GATHER INTEL
Purchase information from the outside sources

11. POWER OF INTERNET
Collecting marketing intelligence on the internet
REVIEW
FORUMS
FEEDBACK SITES
EXPERT ONIONS
AND CUSTOMER
REVIEWS
COMPLAINT
SITES
PUBLIC BLOGS

12. CREATED BY
PRAKHAR BANSAL
MNIT JAIPUR
During An Internship by Prof. SAMEER MATHUR
IIM LUCKNOW
www.IIMInternship.com