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Contents:
Introduction Meaning Components & Key elements Purposes Scope Sources & analysis Benefits conclusion
Customer Intelligence: This provides useful information on a customers 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.
Information Information Management Processes Intelligence Development Processes Computer Systems An Organizational Focus
Customer satisfaction Creative and effective marketing strategy Realities of the company and its competitors
Strengths and weaknesses
Competitive advantage Anticipate the competitive move and develop competitive strategies
Companys own personnel Companys supply chain Competitors Government sources Academic sources Publications and mass media Syndicated services
Industry Competition
Form Competition
Generic Competition
Market and customer orientation Identification of new opportunities Early warning of competitor moves Minimizing investment risk Better customer interaction Better market selection & positioning Quicker, more efficient and cost-effective information
Thus
marketing intelligence system entirely relies on internal company records, marketing intelligence activities and marketing research.