aUTHORED BY dR. tOM gROOMS
"What Market Intelligence is NOT"
For example, some educated people,
institutions, organizations and governments use the term market intelligence
loosely with little or no regard for its definition or proper usage. There has
been a clear failure to distinguish between other classes of intelligence and
market intelligence. Research supports this position. Market intelligence is
not synonymous with the many different classes of intelligence
terminology.
"Intelligence
(I) is verified data and piecemeal information to form a pictorial
representation of competitor influence and intent." Market
Intelligence is not synonymous with intelligence. Intelligence is evaluated
information that has been established and applies to a scenario or marketing
situation. Intelligence is used to provide current estimates and forecasts.
(Intelligence community and business environment)
"Military Intelligence (MI) is an invisible
secret advantage gained through hidden means by the military in war time and
peace time.” Military Intelligence Estimates involves the collecting,
analyzing, evaluating and disseminating of information for security and
penetration. Tactical and strategic data and movement is gathered for a
military conclusion.
(Military and commercial environment)
"Business Intelligence (BI) is the covert collection
of intelligence by espionage, illegal, or unethical means that is not openly
and legally available." Market Intelligence is not synonymous with
Business Intelligence. This is a historical understanding within the
intelligence community. Business Intelligence in the business environment
supposes anything associated with business activities.
(Intelligence community and business environment)
"Knowledge Management Systems (KMS) is a structure for
organizing information and its transformation, which is selected, collected,
refined, shaped, and distributed for management of that knowledge." Market
Intelligence is not synonymous with Knowledge Management Systems.
(Distribution environment)
"Marketing Research (MKTR) is the collection and
analysis of market data and market factors for developing new products and
marketing operations." Market Intelligence is not synonymous with
Marketing Research. This is not an intelligence facility.
(Sales environment)
"Marketing Information Systems (MKTIS) is the use of
intelligence information specialists and intelligence systems to collect,
analyze, and organize information." Market Intelligence is not synonymous
with Marketing Information Systems.
(Sales environment)
"Competitive Intelligence (CI) is the collection and
analysis of competitor data about the identity of competing business and
industries in the external environment." Market Intelligence is not
synonymous with Competitive Intelligence. Competitive Intelligence is about
identifying potential aggressor risks and anticipating new market
opportunities.
(Sales environment)
"Competitor Intelligence (CRI) is the collection and
analysis of competitor data about the identity of specific competitors in
the external environment." Market Intelligence is not synonymous with
Competitor Intelligence. Competitor Intelligence is about managing risks and
anticipating new market opportunities.
(Sales environment)
"Marketing Intelligence (MKTI) is the collection and
analysis of environmental scanning data in the marketing environment that helps
managers to prepare and adjust marketing plans to monitor earlier decisions and
future planning in the sales environment." Market Intelligence is not
synonymous with Marketing Intelligence. Marketing Intelligence activities
include strategic, tactical, and counter-intelligence.
(Sales environment)
"Strategic Intelligence (SI) is the long-range
analysis of all environmental factors for forecasting and planning that might
effect the marketing position of the organization." Market Intelligence is
not synonymous with Strategic Intelligence.
(Sales environment)
"Tactical Intelligence (TI) is designed for the
operational needs of the organization." Market Intelligence is not
synonymous with Tactical Intelligence.
(Sales environment)
"Counter- intelligence (CTI) is the methods designed
to neutralize competitive intelligence systems and operations so as to prevent
transfer of intelligence to the competition." Market Intelligence is not
synonymous with Counter-intelligence.
(Sales environment)
"Real-time Intelligence (RTI), the actual time elapsed
in the performance of collecting information and its process into knowledge, is
the result of the intelligence process being required for the continuation of a
best judgment process." The common denominator in real-time
knowledge is having intelligence to the policy-makers and decision-makers when
they need it.
(Total environment)
“Whisper Intelligence (WI) is to communicate very softly,
quietly, and cautiously a secret or confidentiality undetected." CEOs,
senior executives and government agencies take a fresh look at the entire issue
of commercial information security in the form of information protection, which
requires a broad understanding of the material to be guarded, and information,
in all forms, written and electronic, visual and oral is what makes any
organization succeed.
(Total environment)
Source:
Grooms, Thomas Fletcher. "Market Intelligence:
CEO Attitudes Toward Knowledge Management
Systems"
2001, 534 pages, US Library of Congress ISBN: TX U-987-180
Academy of Market Intelligence Publications and University Microfilms
International (UMI) @ ProQuest Dissertation Abstracts International (800)
521-3042, www.umi.com.
Grooms, Thomas Fletcher. "Establishing the Foundation for
Market Intelligence"
1998, 416 pages, UMI: LD 03809, Volume 23, Issue 03R
US Library of Congress ISBN: TX 4-731-787
University Microfilms International (UMI) @ ProQuest Dissertation Abstracts
International
(800) 521-3042, www.umi.com.
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