705342 Marketing Information System

7. Marketing Intelligence System

EK BUNCHUA
ekbunchua@hotmail.com

Department of Marketing
Faculty of Business Administration
Chiang Mai University
Chapter Outline
7. Marketing Intelligence System
■ Marketing Intelligence
■ Types of Marketing Intelligence
■ Purposes of Marketing Intelligence
■ Scope of Marketing Intelligence
■ Sources of Marketing Intelligence
■ Analyzing Marketing Intelligence
Data
■ Designing Marketing Intelligence
System
 Kotler’s Model of MKIS

Marketing Environment
Marketing Information System
Marketing Managers

Target Markets, Marketing

Macroenvironment Forces
Implementation, Control

Competitors, Publics,
Channels, Suppliers,
Developing Information
Analysis, Planning,

Assessing
Information Internal Marketing
Needs Internal Marketing
Records
Records Intelligence
Intelligence

Distributing Decision
Decision Marketing
Marketing
Information Support
Support Research
Research

Marketing Decisions and Communications

(Kotler)
Another Model of MKIS

Internal
Internal
Records Marketing
Marketing
Records Decision
System
System Decision
Support
Support
System
System
Marketing
Marketing
Intelligence Data • Marketing Mix
Intelligence
System
System
base Planning and
Decisions
• Forecasting
• Resource
Marketing
Marketing Allocation
Research
Research etc.
System
System

(Adapted from McLeod)

Marketing Intelligence

■ A systematic collection and analysis of

publicly available information about comp
etitors and developments in the marketing
environment that helps managers prepare a
nd adjust marketing plans
■ Marketing intelligence refers to the wide
range of ethical activities that may be used
to gather information about competitors
Types of Marketing Intelligence

■ Defensive intelligence
✓ To avoid surprises that threaten present
or future marketing plans and actions
■ Offensive intelligence
✓ To identify marketing opportunities
■ Passive intelligence
✓ To yield benchmark data on competitors
and other environmental forces
Purposes of Marketing Intelligence

■ Customer satisfaction
■ Creative and effective marketing strategy
■ Realities of the company and its competitors
✓ Strengths and weaknesses
■ Realities of the marketplace
✓ Opportunities and threats
■ Competitive advantage
■ Anticipate the competitive move and develop
competitive strategies
Scope of Marketing Intelligence

■ External environment
■ BPEST Analysis
✓ Business (industry)
✓ Political and legal environment
✓ Economic and demographic environment
✓ Social and cultural environment
✓ Technology and natural environment
Scope of Marketing Intelligence

■ Five Forces Model

✓ Determination of the intrinsic long-run profit
attractiveness of a market or market segment
Potential
Entrants

Industry
Suppliers Buyers
Competitors

Substitutes
Scope of Marketing Intelligence

■ Competitive environment
✓ Production costs
✓ Economies of scale
✓ Economies of scope
✓ Economies of skill
✓ Economies of speed
✓ Extent of product differentiation
✓ Capital requirements
✓ Distribution channels
Scope of Marketing Intelligence

■ Competitive environment
✓ Share of market, share of mind,
share of heart
✓ Share of voice, brand awareness,
brand recall, brand recognition
✓ Share of customer, share of wallet
✓ Other variables related to competitors’
marketing program and activities
Sources of Marketing Intelligence

■ Company’s own personnel

✓ Executives
✓ Consultants and specialists
✓ Purchasing agents
✓ Salespersons
✓ Other employees

Issue:
★ Always busy people
★ Fail to pass on important information
Sources of Marketing Intelligence

■ Company’s supply chain

✓ Suppliers
✓ Resellers
✓ Customers
✓ Business partners
✓ Business allies
✓ Other marketing intermediaries
Sources of Marketing Intelligence

■ Competitors
✓ Annual reports
✓ Speeches and press releases
✓ Products and labels
✓ Advertisements and other marketing
communications
✓ Web sites
Sources of Marketing Intelligence

■ Government sources
✓ Census of population
✓ Census of industries
✓ Other government agencies and
publications
■ Academic sources
✓ Theses and research reports
✓ Academic journals
✓ Academic forum
Sources of Marketing Intelligence

■ Publications and mass media

✓ Television/radio news
✓ Newspapers
✓ Magazines and trade journals
■ Syndicated services
✓ Panel data
✓ Retail audit
✓ Customized reports (on demand)
Sources of Marketing Intelligence

■ Electronic databases
✓ CD-ROM
✓ On-line databases
■ Internet
✓ Search engines
✓ Portal sites and communities web sites
✓ Web boards
✓ Chat rooms
✓ Social media
Analyzing Marketing Intelligence Data

■ Environmental analysis
✓ Changes in macro-environment forces
✓ Power of suppliers, distributors, customers
■ Market share analysis
✓ Overall market share
✓ Served market share
✓ Relative market share to top three competitors
✓ Relative market share to leading competitor
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Analyzing Marketing Intelligence Data

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รวม

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 Analyzing Marketing Intelligence Data

■ Competitor analysis -- knowing about competitors

1. Who are our 2. What are 3. What are

competitors? their strategies? their objectives?

4. What are their 5. What are their

strengths and weaknesses? reaction patterns?
 Analyzing Marketing Intelligence Data

■ Competitor analysis -- levels of competition

Other companies offering a similar
Brand Competition product and services to the same
customer at similar prices

All companies making the same

Industry Competition product or class of products

All companies manufacturing

Form Competition products that supply the same service

All companies competing for the same

Generic Competition consumer dollars
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Designing Marketing Intelligence System

■ Intelligence gatherers must be trained and

encouraged to report intelligence back to the com
pany
■ Members in the supply chain must be motivated
to pass along important intelligence
■ Formal and informal reporting system
■ Document/image processing system
■ Multidimensional analysis
■ Prompt circulation