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What makes up a marketing intelligence system
The document discusses the components of a marketing intelligence system. A marketing intelligence system is a set of procedures and information sources that managers use to obtain everyday information about developments in their marketing environment. It identifies several key internal and external sources that can provide marketing intelligence, including sales personnel, intermediaries, external experts, customer advisory panels, government data, purchased information, and internet resources like forums, reviews, blogs, and complaint sites. The system aims to gather intelligence about customers, competitors and the market.
What makes up a marketing intelligence system?
A marketing intelligence system gathers internal data and reports on external happenings to supply organizations with information. It collects information by training salespeople to report new developments, motivating distributors to share information, hiring experts, networking internally and externally, setting up customer panels, using government data sources, purchasing outside data, and utilizing internet resources like reviews, feedback sites, blogs, and complaints. The key is developing ideas into actionable plans rather than just having ideas exist only as concepts.
What makes up a marketing intelligence system
What makes up a marketing intelligence system
CHAPTER-3, SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH.
KOTLER MARKETING MANAGEMENT
What makes up a marketing intelligence system?
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
What makes up a marketing intelligence system
The document discusses the components of a marketing intelligence system. A marketing intelligence system is a set of procedures and information sources that managers use to obtain everyday information about developments in their marketing environment. It identifies several key internal and external sources that can provide marketing intelligence, including sales personnel, intermediaries, external experts, customer advisory panels, government data, purchased information, and internet resources like forums, reviews, blogs, and complaint sites. The system helps companies stay informed and make strategic marketing decisions.
Lập kế hoạch Marketing cho nhãn hàng sữa Vinamilk 2020
Lập kế hoạch Marketing cho nhãn hàng sữa Vinamilk 2020
Marketing là gì? Truyền thông là gì? Thương hiệu là gì?
Marketing là gì? Truyền thông là gì? Thương hiệu là gì? hãy xem slide sau để hiểu rõ về Bản chất của Marketing - Branding - Truyền thông
Recommended
What makes up a marketing intelligence system
The document discusses the components of a marketing intelligence system. A marketing intelligence system is a set of procedures and information sources that managers use to obtain everyday information about developments in their marketing environment. It identifies several key internal and external sources that can provide marketing intelligence, including sales personnel, intermediaries, external experts, customer advisory panels, government data, purchased information, and internet resources like forums, reviews, blogs, and complaint sites. The system aims to gather intelligence about customers, competitors and the market.
What makes up a marketing intelligence system?
A marketing intelligence system gathers internal data and reports on external happenings to supply organizations with information. It collects information by training salespeople to report new developments, motivating distributors to share information, hiring experts, networking internally and externally, setting up customer panels, using government data sources, purchasing outside data, and utilizing internet resources like reviews, feedback sites, blogs, and complaints. The key is developing ideas into actionable plans rather than just having ideas exist only as concepts.
What makes up a marketing intelligence system
What makes up a marketing intelligence system
CHAPTER-3, SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH.
KOTLER MARKETING MANAGEMENT
What makes up a marketing intelligence system?
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
What makes up a marketing intelligence system
The document discusses the components of a marketing intelligence system. A marketing intelligence system is a set of procedures and information sources that managers use to obtain everyday information about developments in their marketing environment. It identifies several key internal and external sources that can provide marketing intelligence, including sales personnel, intermediaries, external experts, customer advisory panels, government data, purchased information, and internet resources like forums, reviews, blogs, and complaint sites. The system helps companies stay informed and make strategic marketing decisions.
Lập kế hoạch Marketing cho nhãn hàng sữa Vinamilk 2020
Lập kế hoạch Marketing cho nhãn hàng sữa Vinamilk 2020
Marketing là gì? Truyền thông là gì? Thương hiệu là gì?
Marketing là gì? Truyền thông là gì? Thương hiệu là gì? hãy xem slide sau để hiểu rõ về Bản chất của Marketing - Branding - Truyền thông
What organizational structures and processes do managers use to oversee new p...
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What is the best way to manage the new product development process
The document discusses various stages of product development and commercialization. It explains how quality function deployment methodology takes customer attributes from market research and turns them into engineering attributes. It also notes that commercialization incurs the highest costs to date for a company and will require manufacturing capabilities. Finally, it outlines three timing choices for a company entering a market: first entry for advantages, parallel entry to coincide with competitors, or late entry after competitors reveal flaws.
What factors should a company review before deciding to go abroad
A company should review several factors before deciding to go abroad, including the size of their domestic market, potential profit opportunities in international markets, and whether they need a large customer base to achieve economies of scale. They must also determine how many countries to enter and how quickly to expand internationally, whether using a selective approach targeting a few countries or a multi-domestic approach targeting many countries. Additionally, companies must decide on their marketing program, organization, and strategy for adapting brands, communications, pricing, and distribution globally.
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This document discusses differences between marketing in developing and developed markets. It provides examples of companies that have found success marketing in developing countries like Bangladesh, India, and Mexico by targeting rural villages. Many large corporations now generate a significant percentage of their revenue from developing markets. Companies often prefer to enter and sell to neighboring developing countries that they understand better due to shared language, laws, and culture. Proximity plays a key role in determining marketing choices for international expansion.
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This document discusses various strategies for cultural adaptation and globalization. It outlines 4 main cultural dimensions that differentiate countries: individualism vs collectivism, high vs low power distance, masculine vs feminine, and weak vs strong uncertainty avoidance. It then discusses 3 product strategies for entering foreign markets: straight extension, product adaptation, and flexible manufacturing. It also discusses strategies for global pricing, distribution, and communication.
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How should the company manage and organize its international activities
The document discusses different organizational structures companies use as they expand into international markets. It explains that companies typically start with an export department when first exporting goods internationally. As international sales grow, they form international divisions headed by a division president to oversee all global operations. The international division consists of functional specialists and operating units organized either by geography, product groups, or international subsidiaries. However, coordinating influence between headquarters, products, markets, and countries presents organizational complexities for these international companies.
How can companies evaluate and select specific foreign markets to enter
Companies must decide how aggressively to expand into foreign markets. They can take a multi-country approach, entering many markets quickly, or a sequential approach, entering a few markets initially before expanding. Developed nations account for 20% of the world's population, while the other 80% live in developing nations where issues like affordability, infrastructure and competition must be addressed. Some companies that successfully entered developing markets adapted their practices, such as by hiring local women as sales agents in villages or using video vans to demonstrate products in rural areas. Proximity also influences market selection, as companies often first target neighboring countries with similar languages and cultures.
How do marketers influence country of-origin effects
The country-of-origin effect describes how a product's country of origin influences consumers' perceptions and purchasing decisions. New Zealand developed marketing programs to sell products abroad and attract tourism by highlighting landscapes from The Lord of the Rings. Consumers are often ethnocentric and favor their own country's products unless they come from a less developed country. Certain countries have reputations for specific goods like Japan for electronics and France for wine. Marketers must consider country-of-origin perceptions from both domestic and foreign perspectives to understand patriotic appeals and how perceptions may differ in times of economic or political crises.
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This internship report discusses the evolution of web analytics from version 1.0 to 2.0. It describes how traditional analytics focused on descriptive reporting and internal decision making, while analytics 2.0 enables attribution, optimization, and allocation of marketing activities using predictive modeling. The report also discusses how one gaming company implemented analytics 2.0 to increase sales and profits by quantifying campaign contributions and optimizing resource allocation in real-time. Finally, it outlines Flipkart's use of an A/B testing framework to conduct live experiments, drive innovation, and improve performance metrics.
Creativity in Advertisements.
Creativity in advertising can be an effective marketing strategy when done properly. Creative ads tend to be more memorable, get more attention, and require less media spending to be effective. However, more creativity does not always translate to better results. The effectiveness of creative advertising depends on factors like the product category and dimensions of creativity like originality, artistic value, flexibility, elaboration, and synthesis. While highly creative ads may boost sales for certain categories like coffee, too much creativity could potentially decrease sales for other categories like body lotion that consumers prioritize function over image. It is important for advertisers to understand their product category's sensitivity to creativity before investing in a highly creative advertising campaign.
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What factors should a company review before deciding to go abroad
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What challenges does a company face in developing new products and services.pptx
The document discusses the challenges of developing new products and services. It notes that fewer than 10% of new products are truly innovative. Developing new products presents high technological uncertainty, fierce competition, and high investment risks. It provides an example of how Gore overcame these challenges by involving customers early, giving employees flexibility to choose projects, and judging ideas based on feasibility, competitiveness, and profitability. The document also discusses reasons for new product failure, including poor advertising and wrong timing.
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The document discusses managing the new product development process from idea generation through concept development and testing. It describes techniques for gathering customer input like conducting informal sessions and surveys. It also discusses frameworks for understanding customer needs and wants like demand-first innovation and growth (DIG). Additionally, it outlines methods for concept development including attribute listing, forced relationships, and morphological analysis as well as concept testing and conjoint analysis.
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To what extent must the company must adopt its productsand marketing program ...
This document discusses various strategies for cultural adaptation and globalization. It outlines 4 main cultural dimensions that differentiate countries: individualism vs collectivism, high vs low power distance, masculine vs feminine, and weak vs strong uncertainty avoidance. It then discusses 3 product strategies for entering foreign markets: straight extension, product adaptation, and flexible manufacturing. It also discusses strategies for global pricing, distribution, and communication.
Iim intern report
This internship report discusses the evolution of web analytics from version 1.0 to 2.0. It describes how traditional analytics focused on descriptive reporting and internal decision making, while analytics 2.0 enables attribution, optimization, and allocation of marketing activities using predictive modeling. The report also discusses how one gaming company implemented analytics 2.0 to increase sales and profits by quantifying campaign contributions and optimizing resource allocation in real-time. Finally, it outlines Flipkart's use of an A/B testing framework to conduct live experiments, drive innovation, and improve performance metrics.
Ideas on how to create powerful presentation.pptx
The document discusses how Al Gore improved his public speaking skills through better presentation techniques. It outlines Gore's story of initially struggling to convey his message until working with a presentation design firm. The document then provides tips for creating better presentations, including focusing on simplicity, concreteness, emotions, visual elements over text, and passion in delivery. It advocates for preparation, visual simplicity in slides, and strong delivery skills.
How should the company manage and organize its international activities
The document discusses different organizational structures companies use as they expand into international markets. It explains that companies typically start with an export department when first exporting goods internationally. As international sales grow, they form international divisions headed by a division president to oversee all global operations. The international division consists of functional specialists and operating units organized either by geography, product groups, or international subsidiaries. However, coordinating influence between headquarters, products, markets, and countries presents organizational complexities for these international companies.
How can companies evaluate and select specific foreign markets to enter
Companies must decide how aggressively to expand into foreign markets. They can take a multi-country approach, entering many markets quickly, or a sequential approach, entering a few markets initially before expanding. Developed nations account for 20% of the world's population, while the other 80% live in developing nations where issues like affordability, infrastructure and competition must be addressed. Some companies that successfully entered developing markets adapted their practices, such as by hiring local women as sales agents in villages or using video vans to demonstrate products in rural areas. Proximity also influences market selection, as companies often first target neighboring countries with similar languages and cultures.
How do marketers influence country of-origin effects
The country-of-origin effect describes how a product's country of origin influences consumers' perceptions and purchasing decisions. New Zealand developed marketing programs to sell products abroad and attract tourism by highlighting landscapes from The Lord of the Rings. Consumers are often ethnocentric and favor their own country's products unless they come from a less developed country. Certain countries have reputations for specific goods like Japan for electronics and France for wine. Marketers must consider country-of-origin perceptions from both domestic and foreign perspectives to understand patriotic appeals and how perceptions may differ in times of economic or political crises.
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Creativity in Advertisements.
Creativity in advertising can be an effective marketing strategy when done properly. Creative ads tend to be more memorable, get more attention, and require less media spending to be effective. However, more creativity does not always translate to better results. The effectiveness of creative advertising depends on factors like the product category and dimensions of creativity like originality, artistic value, flexibility, elaboration, and synthesis. While highly creative ads may boost sales for certain categories like coffee, too much creativity could potentially decrease sales for other categories like body lotion that consumers prioritize function over image. It is important for advertisers to understand their product category's sensitivity to creativity before investing in a highly creative advertising campaign.
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This document discusses strategies for companies to capitalize on brand polarization. It provides examples of companies that have successfully harnessed polarization to drive sales. Some key strategies discussed are identifying polarized customer opinions, placating brand detractors, antagonizing haters to create buzz, amplifying polarizing attributes through new products, driving wedges in the market through targeted campaigns, and launching provocative ads. The conclusion emphasizes that companies should assess and exploit brand dispersion by not relying on average opinions and responding strategically to pockets of haters on social media.
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This document discusses the growing threat of private labels to national brands in India. It outlines several reasons for the rise of private labels, including improved quality, premium options, success in Europe, and expansion to new categories. While national brands have advantages like existing brand value and appeal to retailers, private labels offer higher profits and control for retailers. The document considers pros and cons of brands manufacturing for private labels, and advises evaluating private label business thoroughly. It provides tips for brands to strengthen themselves through investment, innovation, niche brands, relationships, category management, and sales promotions. Overall, the threat of private labels should not be underestimated.
Creative that cracks the code
The document discusses various creative advertising techniques that have proven successful, such as using memes, games, crowd-sourcing, humor, and native advertising. It provides examples of campaigns that utilized these techniques, such as a Kia campaign that featured hamsters to add humor, achieving product selling success. It also discusses how Marks & Spencer launched a "Shwopping" campaign encouraging recycling clothes before shopping, hoping to make $350 million annually if the social movement catches on. Overall, the document advocates for advertising approaches that are creative, persuasive yet simple, and leverage popular culture trends.
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What organizational structures and processes do managers use to oversee new p...
What organizational structures and processes do managers use to oversee new p...
What is the best way to manage the new product development process
What is the best way to manage the new product development process
What factors should a company review before deciding to go abroad
What factors should a company review before deciding to go abroad
What challenges does a company face in developing new products and services.pptx
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What are the main stages in developing new products and services.pptx
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What are the diffeences between marketing in a developing and a developed market
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To what extent must the company must adopt its productsand marketing program ...
To what extent must the company must adopt its productsand marketing program ...
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How should the company manage and organize its international activities
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How do marketers influence country of-origin effects
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Analysis brands versus private labels- fighting to win
Analysis brands versus private labels- fighting to win
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