MARKETING

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Channel, Channel, BMWBMW, , and and SoverSovereign eign Bank. Bank. SiteReports SiteReports offers offers mormore e than than 50 50 reports reports anand d maps maps thathat t helhelp p comcompaniespanies analyze analyze marmarkets, kets, select select site site locatiolocations, ns, and and tartarget get custocustomers mers effectivelyeffectively..1414

•• Purchase Purchase infoinformation rmation from from outsoutside ide research research firms firms and and vendors.vendors. WWell-known ell-known dadata ta suppsuppliers liers like like A.C. A.C. NNielsenielsen CompanCompany y anand d InfoInformatiormation n Resources Resources IInc. nc. collect collect informainformation tion aabout bout prproduct oduct sales sales and and conconsumer sumer exposure exposure ttoo media; media; they they also also gather gather consumerconsumer-p-panel anel dadata. ta. AAttttensity ensity ooffers ffers a a suitsuite e of of prproducts oducts to to monimonitotor r customer customer coconnverver-- sationsations s from from a a variety variety oof f sociasocial, l, onlineonline, , and and ininternal ternal sources.sources.1515NPD NPD condconducts ucts its its KiKitchen tchen AAudit udit study study everyevery three three years years to to detdetermine ermine what what food food ingredieningredients ts UU.S. .S. hohouseholds useholds hahave ve on on hhand and and and whawhat t aapplianppliances, ces, ccookwarookware,e, and and ututensils ensils they they own own and and tto o assess assess usage usage anand d sources sources oof f recipes.recipes.1616

COLLECTING COLLECTING MARKETING MARKETING INTELLIGENCEINTELLIGENCE ON ON THE THE INTERNETINTERNET Online Online customer customer rreview eview boboardards, s, discussion discussion foforums, rums, chachat t rooms, rooms, aand nd blogs blogs can can disdistribute tribute oone ne custocustomer’mer’s s expeexpe-- riences riences or or evaluatioevaluation n to to other other potpotential ential buybuyers ers andand, , of of courcourse, se, to to markmarketers eters seeking seeking infoinformation. rmation. HHere ere are are fivefive places places to to find find comcompetitorpetitorss’ ’ prproduct oduct strenstrengths gths and and weaknesses weaknesses online.online.

•• Independent Independent customer customer goods goods and and servservice ice revreview iew forumforums.s. Independent Independent foforums rums inclinclude ude WWeb eb sites sites such such asas EpEpinions.coinions.com, m, RateIRateItAll.com, tAll.com, ConsumerReviewConsumerReview.com, .com, and and BizraBizrate.cote.com. m. BizraBizrate.cote.com m collects collects millions millions of of concon-- sumer sumer reviews reviews of of stostores res aand nd prproducts oducts each each year year from from twtwo o sources: sources: iits ts 1.3 1.3 million million volvoluntunteer eer members members and and ffeedeed-- back back from from ststores ores thathat t allow allow BizraBizratete.com .com to to collect collect it it dirdirectly ectly from from custocustomers mers as as they they buybuy..

•• DiDistributostributor r or or sales sales agent agent ffeedback eedback ssites.ites. Feedback Feedback sites sites offer offer posipositive tive and and nnegativegative e prodproduct uct or or serservice vice rere-- views, views, but but the the stostores res oor r distributdistributors ors hahave ve bbuilt uilt the the sitsites es themselves. themselves. AmazoAmazon.com n.com ooffers ffers an an ininteractive teractive feedbackfeedback opportuniopportunity ty through through which which bbuyers, uyers, rreaders, eaders, editoeditors, rs, and and others others can can rreview eview alall l prodproducts ucts on on the the sitesite, , especiallyespecially books. books. Elance.com Elance.com is is an an oonline nline prprofesofessional sional serservices vices proprovider vider that that alloallows ws concontractors tractors to to describe describe their their experiexperi-- ence ence and and level level oof f satisfaction satisfaction with with susubcontractobcontractors.rs.

•• Combo Combo sitsites es offering offering customer customer reviereviews ws and and experexpert t opinopinions.ions. CCombombinaination tion sitsites es are are coconcenncentrated trated in in financialfinancial serservices vices and and high-tech high-tech prproducts oducts that that reqrequire uire pprofrofessional essional knoknowledge. wledge. ZDNZDNet.com et.com ooffers ffers custocustomer mer and and expertexpert evaluationevaluations s of of technotechnology logy products products based based on on ease ease of of use, use, featfeatures, ures, anand d stabilistabilityty..

•• Customer Customer complaint complaint sites.sites. Custo Customer mer comcomplainplaint t foforums rums are are designed designed mamainly inly for for didissatisfied ssatisfied customercustomers.s. PlanetFPlanetFeedback.com eedback.com allows allows custocustomers mers to to vvoice oice unfaunfavovorable rable experiences experiences with with specific specific companies.companies.

•• Public Public blogs.blogs. TTens ens oof f millions millions oof f blogs blogs and and social social networks networks ooffer ffer personal personal opopinions, inions, rreviews, eviews, ratings, ratings, and and rrecomecom-- mendatiomendations ns on on virtually virtually anany y topic—and topic—and their their nnumbers umbers concontintinue ue to to grogroww. . NieNielsenlsen’’s s BuzzMetrics BuzzMetrics analyzes analyzes blogsblogs and and social social networks networks fofor r insinsights ights ininto to coconsumer nsumer sensentiment timent aand nd threathreats ts to to the the branbrand d that that mamay y emergemerge e online.online.1717

Of Of course, course, cocompanies mpanies cacan n use use manmany y of of these these sources sources to to mmonitonitor or their their oown wn customers, customers, pproducts, roducts, services,services, and and brabrands. nds. CCustomustomer-service er-service forums forums linked linked on on a a cocompanmpany’y’s s home home page page aare re a a very very useful useful tool. tool. CustoCustomers mers oftenoften

respond respond faster faster anand d proprovide vide better better ananswers swers to to oother ther customcustomers ers than than a a comcompanpany y could.could.

COMMUNICACOMMUNICATING TING AND AND AACTING CTING ON ON MARKETINGMARKETING INTELLIGENCEINTELLIGENCE The The comcompetitive petitive inintelligence telligence function function wworks orks best best when when it it is is cclosely losely coordinacoordinated ted with with the the decision-mdecision-making aking propro-- cess. cess. GivGiven en the the speed speed of of the the InInternet, ternet, it it is is imimportant portant tto o act act quickly quickly on on infinformaormation tion gleaned gleaned online, online, as as SStubHtubHub ub andand CocCoca-Cola a-Cola found:found: 1818

•• WhenWhenticketticketbrokbrokererStubHStubHububdetecdetectedtedcriticismcriticismofofitsitsbrandbrandafterafterconfusionconfusionarosearoseaboutaboutrefundsrefundsforforaarain-rain- delaydelayed ed YYankees–Red ankees–Red Sox Sox game, game, it it qquickly uickly offeroffered ed apappropropriapriate te discoundiscounts ts and and crcredits. edits. The The directodirector r of of custocustomermer serservice vice obserobserved, ved, ““This This [episode] [episode] is is a a canary canary in in a a coal coal mine mine for for us.us.””

•• WhenitsmonitorinWhenitsmonitoringsgsoftwarespottedaoftwarespottedaTTwitterposttwitterpostthatwentto10,000hatwentto10,000followerfollowersfsfromanupsetromanupsetconsumerconsumer who who couldncouldn’’t t redeem redeem a a prize prize from from a a MMyCoke yCoke rewarrewards ds prprogram, ogram, Coke Coke quickly quickly posted posted aan n apology apology on on hishis TTwittwitter er proprofile file and and offeroffered ed to to help help rresolve esolve the the sisituatuation. tion. After After the the conconsumer sumer gogot t the the prize, prize, he he chachanged nged hishis TTwittwitter er avaavatar tar to to a a phphoto oto oof f himself himself holding holding a a Coke Coke botbottle.tle.

Analyzing Analyzing the the MacroenvironmentMacroenvironment Successful Successful comcompanies panies rrecognize ecognize and and responrespond d proprofitably fitably tto o unmet unmet needs needs and and trentrends.ds.