Question: QUESTION FOUR [20] A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the

QUESTION FOUR [20]

A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment. The internal records system supplies results data, but the marketing intelligence system supplies happenings data. Marketing managers collect marketing intelligence by reading books, newspapers, and trade publications; talking to customers, suppliers, distributors, and other company managers; and monitoring online social media. A company can take eight possible actions to improve the quantity and quality of its marketing intelligence. Discuss five of these actions using practical examples of your choice for the discussion.

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