Competitive marketing intelligence is " the systematic collection & analysis of publicly available information about consumers, competitors & developments in the marketing environment".
The main purpose of this intelligence is to improve strategic decision. They do that through understanding the consumer environment, assessing & tracking competitors activities, taking best use of opportunities & warning the early threats. This intelligence collect their necessary information through Internet; researching on internet,monitoring competitors & benchmarking competitors products.
They also help marketers gain customers insights into how they think about their products or brands.
Many companies have trained team observers for that, they come close to the customers, researching on how they talk,use, observe companies products; some companies routinely monitor consumers omline chatter.
Companies have appointed chief listening officers for their company. Companies also appointed intelligence who actively monitor competitors activities. Companies do that for early gaining of warning of competitors moves & strategies, new product launches, changing markets & potential strengths & weaknesses of competitors .
Competitor intelligence collect information from internal sources like - executives ,engineers, scientists, purchasing agents & sales force; other sources like - suppliers, resellers, & key customers. This intelligence also monitor competitors wed sites visits & search on specific competitors names ,brands, events, trends & tracking consumers conversations about competing brands .
Now - a- days ,companies appointed intelligence for protecting their own information. But maintaing this is a ethical. issues .Companies take advantages of publicly available information.
The main purpose of this intelligence is to improve strategic decision. They do that through understanding the consumer environment, assessing & tracking competitors activities, taking best use of opportunities & warning the early threats. This intelligence collect their necessary information through Internet; researching on internet,monitoring competitors & benchmarking competitors products.
They also help marketers gain customers insights into how they think about their products or brands.
Many companies have trained team observers for that, they come close to the customers, researching on how they talk,use, observe companies products; some companies routinely monitor consumers omline chatter.
Companies have appointed chief listening officers for their company. Companies also appointed intelligence who actively monitor competitors activities. Companies do that for early gaining of warning of competitors moves & strategies, new product launches, changing markets & potential strengths & weaknesses of competitors .
Competitor intelligence collect information from internal sources like - executives ,engineers, scientists, purchasing agents & sales force; other sources like - suppliers, resellers, & key customers. This intelligence also monitor competitors wed sites visits & search on specific competitors names ,brands, events, trends & tracking consumers conversations about competing brands .
Now - a- days ,companies appointed intelligence for protecting their own information. But maintaing this is a ethical. issues .Companies take advantages of publicly available information.
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