lectureoutlines - PART 1 Introduction Laying the Foundation...

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PART 1: Introduction: Laying the Foundation I. What is Marketing Intelligence? II. The Competitive Environment Sends Messages all the Time a. The GE. Way III. What marketing Intelligence Can Do for Companies 1. Anticipate Changes in the Market Place 2. Anticipate Actions of Competitors 3. Discovery New or Potential Competitors 4. Learn from Successes and Failures of Others 5. Learn about New Technologies, Procedures and Processes that Affect Your Business 6. Learn about Political, Legislative, or Regulatory Changes that can Affect Your Business 7. Enter New Businesses IV. The Process requires Three Kinds of Skills V. Conventional Sources of Information for Marketing Intelligence a. Written Documents b. Human Documents VI. Intelligence-Gathering: The Jigsaw Puzzle VII. How Intelligence Travels in the Real World VIII. Are There Truly Any Business Secrets? PART 2: Marketing/Competitor Intelligence or Industrial Espionage? Legal Implications of Marketing Intelligence
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I. Legal implications of Marketing Intelligence A. The General Rule B. How Far Would You Go? Is It Legal? Is It Ethical? II. Four Special Problems A. Overhears Some Information B. Key Employee Joins Another Company C. Learning Prices Charged by a Competitor D. Non-Public Information IV. The Freedom of Information Act A. What it is B. To make a FOIA request C. Cost structure D. If the government declines? V. Economic and Industrial Espionage A. Conducting Economic Espionage 1. Intrusive methods a. Electronic access of protected environments b. Physical access to protected environments c. Access to personnel working in protected environments 2. Non-intrusive methods B. Statutory Protection 1. The Economic Espionage Act of 1996 C. Trade Secrets 1. Reasonable measures to protect trade secrets 2. Know your boundaries 3. Gray areas PART 3: Marketing Intelligence: An Analytical Approach I. The Four Intelligence-Gathering Traits A. Insight B. Creativity C. Strategy
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D. Persistence II. The Intelligence Cycle A. Planning and Directing the Intelligence Effort B. Collecting 1. Types of information a. Primary b. Secondary 2. What is Your Privacy Quotient? C. Processing Information into Intelligence 1.How to Choose the Appropriate Analytical Technique a. Using Statistics – Measure of Central Tendency 2. Analytical Techniques a. Strategic 1. Mission Statement 2. SWOT Analysis 3. Boston Consulting Group Growth/Share Portfolio Matrix b. Competitive and Customer 1. Management Profiles 2. Functional Capability and Resource Analysis c. Environmental 1. Industry Scenarios 2. Technology Assessment 3. Issue Analysis d. Evolutionary 1. Reverse Engineering 2. Benchmarking e. Financial Statement Analysis 1. Ratio Analysis D. Dissemination and Use 1. Principles of Report Writing 2. Personal Presentations 3. Know your Audience 4. Selection of Delivery 5. Considerations in the use of Visual Aids 6. A Framework that Works – Key Intelligence Topic PART 4: The Basic Techniques for Collecting Market/Competitor Intelligence
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This note was uploaded on 10/06/2008 for the course MAR 3641 taught by Professor Rubin during the Spring '08 term at University of Central Florida.

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lectureoutlines - PART 1 Introduction Laying the Foundation...

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