What are the various steps a company can take to improve the quality of its marketing intelligence function?
What will be an ideal response?
The steps are:
1. a company can train and motivate the sales force to spot and report new developments
2. a company can motivate distributors, retailers, and other intermediaries to pass along important intelligence
3. a company can hire external experts (such as mystery shoppers) to collect intelligence
4. a company can network internally and externally
5. a company can set up a customer advisory panel
6. a company can take advantage of government data resources
7. a company can purchase information from outside research firms and vendors
8. a company can use online customer feedback systems to collect competitive intelligence
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