Page 158 - DLIS402_INFORMATION_ANALYSIS_AND_REPACKAGING

Unit 8: Marketing of Services and Marketing Intelligence

The information needed by marketing managers comes from three main sources: Notes
1. Internal company information – e.g. sales, orders, customer profiles, stocks, customer
service reports etc.
2. Marketing intelligence – This can be information gathered from many sources, including
suppliers, customers, and distributors. Marketing intelligence is a catchall term to include
all the everyday information about developments in the market that helps a business
prepare and adjust its marketing plans. It is possible to buy intelligence information from
outside suppliers (e.g. IDC, ORG, MARG) who set up data gathering systems to support
commercial intelligence products that can be profitably sold to all players in a market.
3. Market research – Management cannot always wait for information to arrive in bits and
pieces from internal sources. Also, sources of market intelligence cannot always be relied
upon to provide relevant or up-to-date information (particularly for smaller or niche
market segments). In such circumstances, businesses often need to undertake specific
studies to support their marketing strategy – this is market research.

8.4 Marketing Information in India

Market Information Systems (otherwise known as Market Intelligence Systems, Market Information
Services or MIS, but not to be confused with Management Information Systems) are information
systems used in gathering, analyzing and disseminating information about prices and other
information relevant to farmers, animal rearers, traders, processors and others involved in handling
agricultural products. Market Information Systems play an important role in agro-industrialisation
and food supply chains. With the advance of ICTs in developing countries, the income- generation
opportunities offered by Market Information Systems have been sought by international development
organizations, NGOs and businesses alike.

Agricultural market information systems

There is a wide variety of market information systems or services. OECD countries have traditionally
emphasised the importance of information provision for the agricultural sector, a notable example
being the service provided by USDA. Such systems are widely used in order to increase the
transparency and the volume of information flowing through the supply chains for different
agricultural products. The ability of market information systems to provide a valuable service has
been strengthened with the development of the Internet and the advance of electronic commerce
(B2B, C2C, etc.).

Industry structure, product complexity and the demanding nature of agricultural
transactions are considered determining factors for the development of B2B electronic
commerce in agriculture.

Agricultural market information in developing countries

In developing countries, market information initiatives are often part of broader interventions and
part of the agricultural marketing and agribusiness development strategy that many governments
are actively engaged in. It’s commonly understood that long transaction chains, lack of transparency,
lack of standards, and insufficient access to markets for products has perpetuated low incomes in
predominantly agrarian economies.
FAO has a unit focussed on agricultural marketing support, including through development of
market information. Donor organizations, such as the CTA, IICD, USAID, DFID, and the Bill and
Melinda Gates Foundation are all focussed on improving the efficiencies within the supply chain

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