Marketers can obtain the needed information from internal data, marketing intelligence, and marketing research.

Internal Data

Internal databases are electronic collections of consumer and market information obtained from data sources within the company network.

Information in the database can come from many sources.

Problems with internal data:

· It may be incomplete or in the wrong form for making marketing decisions.

· Keeping the database current requires a major effort because data ages quickly.

· All the data must be well integrated and readily accessible.

 

 

Competitive Marketing Intelligence

Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace.

Marketing intelligence gathering has grown dramatically.

Firms use competitive intelligence to gain early warnings of competitor moves and strategies.

Much competitor intelligence can be collected from people inside the company.

Competitors often reveal intelligence information through their annual reports, business publications, trade show exhibits, press releases, advertisements, and Web pages.

Most companies are now taking steps to protect their own information.

The growing use of marketing intelligence raises a number of ethical issues.

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There is a great talk in "Thoughtful China", the topic is "Market research in China", I hope you can get some useful information in this video.