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Chapter Code: IMC06
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Pages : 316;
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A marketing intelligence system deals with procurement and analysis of data from various internal or external sources on a continuous basis to assess market opportunities and threats, and helps design and implement suitable marketing strategies. Industrial marketing research helps to find possible solutions to a particular problem or to arrive at possible outcomes of a situation. |
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Industrial marketers need to conduct demand analysis on a regular basis as the demand for industrial goods is volatile.
Demand analysis is done based on the analysis of the price, income levels, existence of substitutes for the products, etc. It is done using either quantitative or qualitative techniques. An industrial marketer also needs to avoid the common problems that arise during demand forecasting.
The Marketing Intelligence System
Developing a Marketing Intelligence System
Improving a Marketing Intelligence System
Marketing Research and Marketing Intelligence System
Differences between Consumer and Industrial Marketing Research
Major Tasks of Industrial Marketing Research
Market Share Analysis
Market Potential Assessment
Determination of Market Characteristics
Sales Analysis
Forecasting
The Marketing Research Process
Problem Recognition and Definition
Developing Research Objectives
Establishing Study Hypothesis
Planning the Research Design
Developing Information Sources
Deciding on a Sampling Plan
Data Collection
Data Analysis
Presentation of Findings
Demand Analysis
Demand Analysis Techniques
Common Forecasting Problems
