Marketing Intelligence MAR 3641

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Marketing IntelligenceMAR 3641

• Instructor Stefanie Mayfield Garcia
• If you are ignorant of both your enemy and
  yourself,then you are a fool and certain to be
  defeated in every battle.
• If you know yourself, but not your enemy,for
  every battle won, you will suffer a loss.
• If you know your enemy and yourself, you will win
  every battle.

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Resources

• Published sources in the library or online
• Industry research
• Company research
• Market research
• Government
• Organizations
• Media
• Supersources
• Experts

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Resources

• Creative Sources
• Yellow Pages
• Visual Sightings
• Aerial Maps
• Trade Shows
• Help-wanted ads
• Local and national media

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Yellow Pages

• Define a trading area (mapping)
• Locate number of competitors in a particular
  market / industry size
• Marketing and product line information

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Aerial Maps
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Help-wanted ads
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Evaluating Published Sources

• Type of document
• Primary
• Secondary (qualification of data source)
• Purpose
• Self-promotion?
• Propaganda?
• Balance
• Two-sided accounts
• One-sided sources should not be used as sole
  source
• Ex advertising

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Evaluating Published Sources

• Bias
• The opinionated source
• Ex pg. 283
• Variety needed
• Logical and well organized
• Consistency
• Organized thought out
• Data based on polls and surveys
• Partisan sponsorship
• Sampling techniques
• Loaded questions and leading placement
• Complex, vague, sensitive and memory questions
• Misleading conclusions (ex toothpaste ad)

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Evaluating ExpertsSigns of a Good Source

• Peer recognition
• Referrals
• Repetition
• Attentiveness

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Evaluating ExpertsSources to Beware Of

• Bias
• Overly narrow
• Out-of-date
• Too-far-removed
• Unaccountable
• Secondary source
• Confusing

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Evaluating Info on the Net

• Source
• Pure info or ad content?
• Missing data
• Author expertise, sponsoring institution, contact
  information, date
• Misleading and confusing data
• Out-of-date data
• Date first created, placed on Web, last revised,
  etc.
• See info quality checklist (pg. 297)
• Ex White House information
• Personal Pages

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Critical Thinking Mistakes

• Everyone says it, so it must be true
• Repetition accuracy
• First opinion is best opinion

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Exercise

• Go to the computer lab and find out the following
  information
• The latest SEC (U.S. Securities and Exchange
  Commission) filing from Yahoo to find out their
  latest business development
• How is Yahoos stock doing today according to the
  NASDAQ? (Open, change, high)
• How does Yahoo collect research data about their
  consumers?