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MR studies are carried out periodically to address specific
problems, but companies need continuous flow of information
Marketing Intelligence Systems provide relevant, accurate and
timely information on continuous basis
MR thus forms one of the components of a Intelligence System
Industrial Marketing Intelligence System
MR
Studies
Industrial
Secondary Marketing
Marketing Market
Data DSS Strategy
Intelligence Response
Sources Development
System
Internal
Information
System
Components
• MR Studies
– Sources of data from MR projects are labeled Data Providers
and are stored in memory
• Internal Information System
– Generates periodic reports which evaluate actual
performance with goals
– Coordinates requirements of all functional and key
executives
• Secondary Data Sources
– Available from on-line databases, Cds
– Relevant secondary data is seperated from the non-relevant
data
• Output from an intelligence Syatem is used by decision makers
• As these decisions become complex, a DSS is required to make
more effective decisions
The STP Framework
STP Framework for B2B
1.Evaluate
1.Identify
Resulting
1.MR Target Customer
Segments
2.Segmentation Attributes
1.Select
Variables 1.Select
Target
1.Profile of Right Attribute
Segments
resulting 1.Communicate
1.Decide
Segments to each target
Target
market
Market Strategy
Segmentation
• Market segmentation has not been practised in
B2B markets efficiently
• Difficulty in segmenting industrial markets
• Responses to marketing programs may not be
similar because of involvement of many individuals
with different backgrounds
• Not very beneficial if
– Few customers
– Single Large customer
– Unprofitable small market
Selection of Segmentation Variables
No. of 3 10 3 4
competitors
Comp. Strength Quality, timely Low prices Special raw Quality, timely
del. material del.
Comp. Service Small Scale Low supply of Relationship
Weakness raw material
Self Strengths Service and - - Service and
relationship relationship
Success Factor Large Volume, Simple, low Special raw Large Volume,
high tech. price material high tech.
Compatability High Low Low Average
with long term
obj