I understand by market intelligence the process for marketers to collect data ora response to how customers react when placed face to face with the product.Customers' reaction to the products can compose information that we can calldata.This data once collected can be analysed to accurately and efficiently guide thedecision making process of the campaigns.For example we can conceive a product and place it in a store to understandcustomer response to that new product. That will help a marketer tounderstand the market demands and customers views and thoughts and canhelp gain a competitive advantage. "Market intelligence involves gatheringinformation on a regular basis to stay in touch with what's happening in themarket" $($Tanner & Raymond, $2016,$ P$\mathrm{.}192).$By doing Market research, we can come to understand how others perceive ourproducts or our company by the target customers and clients we want to reach.

Gathering market intelligence involves a number of activities, includingscanning newspapers, trade magazines, and economic data produced by thegovernment to find out about trends and what the competition is doing. Useyour sales force. Your sales force can be the best source for information onimprovement in the products, marketing strategies as well as in finding newproducts which might be needed in the market. Use the web or suppliers andexperts etc."Gathering information illegally or unethically is referred to as industrialespionage"$($Tanner & Raymond, $2016,$ P$\mathrm{.}197).$ A code of ethics helps marketersto not cross the line.Ethics is dictated by the business owner. What I mean is that the businessowner should $($and is most likely$)$ to dictate the philosophy, culture and valuesof its business. These are required, firstly, to ensure customer loyalty andcontinuity $-$ which will impact Marketing activities most. So$,$ what Marketingdoes, and how it does it$,$ depends on corporate policies and guidelines. IfMarketing crosses the line, then the Marketing Head will have to answer tothat.