Marketing Intelligence

Marketing intelligence is defined as a tool that companies can gain the timely information of changing or developments issue in the marketing environment. That is a helpful procedure for companies, and if I were a marketer of a cell phone company, I will implement some actions that may help my company improve its quality of marketing intelligence.

At the first place, we need to pursue the training and motivation of sale forces so that they can distinguish and report to us any new development. I will encourage them to monitor the way that customers use our cell phone or competitor's cell phone. Moreover, we will obtain the proper marketing intelligence. For example: the sale forces caught sight off how the teen ages customers make their own decoration on their cell phone, we will realize what their expectation from our design. Beside, we also advise our marketers who need to work closer to our distributors and retailers. By this way, we can find what are happening in our distributor's shop, and can realize what the customers are concerning on our cell phone or our competitor's products. For example: we can point out what the big percent of kind of cell phone which customers are interesting in. and later on, it will enrich our information.

At the second place, we can improve our marketing intelligence by collecting valued information from network internally and externally (Kotler Keller, 2012, P94). We also can buy cell phone from our competitors and examine what theirs know-how is. In addition, we are able to understand the finance status of competitor by searching their reports. Along with that, we can get the necessary information that related to cell phone market by ordering them from data suppliers. As a result, these information will support us in our marketing decision making process.

At the third place, internet is widely tool for collecting marketing intelligence. Therefore, we can search on forum of customer discussion, or from their blog where store a lot of information about their trend of shopping, kind of cell phone that they are expecting. In some case, from the internet, we can obtain a lot useful information that customer not satisfied with some functions of our cell phone. We can note this for next improvement.

Finally, marketing intelligence provide the company the going on data. Otherwise, collecting marketing intelligence from many of different methods, the marketers have to pursue for their marketing strategies.

Reference:

Philip Kotler, Kevin Lane Keller (2012), Kotler Keller, Marketing Management (14th edition), Pearson Prentice Hall, New Jersey.