MARKETING INFORMATION SYSTEM

L3 : Marketing
(MIS) – COURSE 6

University of
Mascara,
Algeria.

LECTURER: DR. ELBACHIR S

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 ‫الذكاء التسويقي و نظام اليقظة‬
MARKETING INTELLIGENCE
SYSTEM
INTELLIGENCE MARKETING
& SYSTÈME DE VEILLE

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 1. MARKETING INTELLIGENCE

▪Definition : The marketing intelligence system is

the set of tools that enable managers to keep
continually informed about changes in their
marketing environment (strategy).

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 1. MARKETING INTELLIGENCE

 A) External information sources.

 B) Panels.
 Definition: sample from which information is
collected at regular intervals, every week, month or
quarter.

 There are two types of panel:

 Consumer panels
 Retailer panels (sample of points of sale)

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 2. THE MONITORING SYSTEM
(LE SYSTÈME DE VEILLE)

 Definition: An organized process designed to

improve competitiveness by gathering, processing
and disseminating information useful for mastering
the company's environment (threats and
opportunities).

 This decision-making process uses specific tools,

mobilizes employees and relies on internal and
external networks.

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 2. LE RÔLE DE LA VEILLE

1. Anticipate

4. Discover 2. Monitor

2 ->4
Alert
4->2
3. Learn
Follow

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 2. T YPES OF MONITORING

1. Commercial intelligence (demand)

2. Competitive intelligence (competition)
3. Technology watch (fundamental and applied
research)
4. Environmental watch (macro-economics)

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 2. LES 3 GRANDES DÉMARCHES DE
VEILLE

1. Passive monitoring
2. Active intelligence (investigation)
3. Offensive watch (influence)
La veille passive
La veille active (investigation)
La veille offensive (influence )

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 INFORMATIONS

white gray black

Paper, Database, Workplace relations Illegal (theft, hacking,
Internet Competitors' bribery, infiltration)
employees or
trainees

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 2. STAGES IN THE INTELLIGENCE
PROCESS

1. Needs analysis
2. Research/Gathering information
3. Data processing
4. Dissemination of results

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