Steps Used To Improve Quality Of Marketing Intelligence

  • Training and motivating the sales force to identify and report new developments.
  • Motivating retailers and distributors to report important intelligence.
  • Monitoring competitors activities
  • Setting up a customer’s advisory panel made up of representative customers or the company’s largest customers so that a company can gain valuable information about customer needs and feelings.
  • Purchasing information from outside suppliers i.e. research firms outside the company e.g. syncopates.
  • Establish a marketing information center to collect and circulate marketing intelligence.

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