Competitive and Marketing Intelligence – Flashcards
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Market orientation involves obtaining and using ________ faster than __________ can be a competitive advantage
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information, competitors
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What is market orientation?
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the organization-wide generation of market intelligence, dissemination of that intelligence among departments, and organization-wide responsiveness to it
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Companies need information about their:
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customers' needs, marketing environment, and competition
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Marketing managers do not need more information, they need _______ information that provides insights that are useful for _______________.
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better, decision-making
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What is marketing intelligence?
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The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment that helps managers prepare and adjust their plans and stategies
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True or False? Marketing intelligence is collected on a regular basis.
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True
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12 Marketing Intelligence methods:
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1. published materials and public documents 2. competitors' employees 3. competitors' products (reverse engineering) 4. Competitors' garbage 5. planting spies on plant tours 6. trade shows 7. yellow pages 8. information inside the company 9. suppliers (packaging material) 10. internet 11. Freedom of Information Act (sample letter) 12. Buy it
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trade shows
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exposition trade shows and fair directories
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yellow pages
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locate suppliers/distributors, determine # of competitors in market
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information inside the company
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previously published reports, consumer complaints, sales force, warranty info
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ProductScan Online
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leverages the power of the internet to provide subscribers with access to a huge database featuring intelligence related to NEW consumer packaged goods
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Scanning levels for Constituents of Environment
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corporate, business unit, product/market
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Key intelligence websites:
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society of competitive intelligence professionals (scip.org), census.gov, cia.gov, uspto.gov
