Collecting information and forecasting demand - Marketing intelligence
4 important questions on Collecting information and forecasting demand - Marketing intelligence
What is a marketing intelligence system?
Internal records supplies results data, but marketing intelligence system supplies happenings data.
What 8 possible actions are there to gather marketing intelligence?
- Train and motivate the sales force to report new developments
- Motivate distributors, retailers and other intermediaries to pass along important intelligence
- Hire external experts to collect intelligence
- Network internally and externally
- Set up a customer advisory panel
- Take advantage of government-related data
- Purchase information from outside research firms and vendors
- Collect marketing intelligence on the internet
In what 5 ways can marketers research competitors' product strengths and weaknesses online?
- Independent customer goods and service review forums
- Distributor or sales agent feedback sites
- Combo sites offering customer reviews and expert opinions
- Customer complaint sites
- Public blogs
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When does the competitive intelligence function work best?
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