Marketing StrategyMarketing intelligence system is a set of procedure and sources used by managers to obtain their every day information about pertinent development in the marketing environment.
Marketing manager carry on marketing intelligence mostly on their own by reading books, newspaper, and trade publications; talking to customers, suppliers, distributors, and either outsider; and talking with other managers and personnel within the company.
Yet this system is casual, and valuable information could be lost or arrive too late. Managers might learn competitive move, a new customer need, or a dealer problem too late to make the best response.
Well run companies take additional steps to improve the quality and quantity of marketing intelligence.
First, they train and motivate the sales force to spot and report new developments. Sales representative are the company’s “eye and ears”. There are in the excellent position to pick information missed by other means. However, they are very busy and often failed to pass on significant information. The company must sell its sales force on their important intelligence gatherer.
The sale forces should be provided with easy report to fill out.Second company motivates distributors, retailers and intermediaries to pass along important intelligence. For instance, a company can ask its distributor to forward copies of their invoices containing sales of their products. Such information will help the company learn about end user characteristics and help its distributor improve their marketing program.
Marketing Strategy
