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  2. 2. Marketing Intelligence System(MIS) Consists of people,equipment, and procedures togather, sort, analyze, evaluateand distribute timely andaccurate information to decisionmakers.
  3. 3. Research Process  Problem Definition  Defining research objectives  Working out a research design  Deciding on the sources of data  Planning and deciding on data collection techniques and tools  Analyzing data  Making a report and presenting it to the decision makers
  4. 4. Components of Intelligence System Customer Intelligence: This provides useful information on a customer’s business, preferences or loyalties, personal demographic details. Competition Intelligence: This gives information on strengths and weaknesses of each competitor in the territory, the strategy and the tactics being used by them.
  5. 5. Purposes of Marketing Intelligence Customer satisfaction Creative and effective marketing strategy Realities of the company and its competitors  Strengths and weaknesses Realities of the marketplace  Opportunities and threats Competitive advantage Anticipate the competitive move and develop competitive strategies
  6. 6. Sources of Marketing Intelligence Company’s own personnel  Executives  Consultants and specialists  Purchasing agents  Salespersons  Other employees Issue:  Always busy people  Fail to pass on important information
  7. 7. Sources of Marketing Intelligence Company’s supply chain  Suppliers  Resellers  Business partners  Business allies  Other marketing intermediaries
  8. 8. Sources of Marketing Intelligence Competitors  Annual reports  Speeches and press releases  Products and labels  Advertisements and other marketing communications  Web sites
  9. 9. Sources of Marketing Intelligence Government sources Census of population Census of industries Other government agencies and publications Academic sources Theses and research reports Academic journals Academic forum
  10. 10. Sources of Marketing Intelligence Publications and mass media  Television/radio news  Newspapers  Magazines and trade journals Syndicated services  Panel data  Retail audit  Customized reports (on demand)
  11. 11. Analyzing Marketing Intelligence Data Competitor analysis -- knowing about competitors 1. Who are our 2. What are 3. What are competitors? their strategies? their objectives? 4. What are their 5. What are their strengths and weaknesses? reaction patterns?
  12. 12. Data Mining and Warehousing Data Mining: Database marketing, customization and CRM require effective information management. The first organization to use data warehousing and mining is Wal-Mart. E.g. Small retail shop
  13. 13. Data Mining and Warehousing(continued) Data Warehousing: Data Warehousing is an IT architecture, aimed at storing and organizing information in a meaningful manner. E.g.. To the Salesman, a data warehousing should be able to provide information on the customer’s background, the last sales call, the status of any customer complain received.