Page 160 - DLIS402_INFORMATION_ANALYSIS_AND_REPACKAGING

Unit 8: Marketing of Services and Marketing Intelligence

up the possibility for more speedy transmission of information. However, it remains essential that Notes
the information transmitted is accurate.
The problem of transmitting reliable information on a sustainable basis has been faced by many
MIS in the past. FAO is active in promoting efficient and sustainable market information services in
member countries and can provide technical assistance for the development of such services.
FAO has collaborated with the Developing Countries Farm Radio Network to produce a series of
radio scripts and plays on the topics of market information and post-harvest handling. These can
now be downloaded from the Network’s web site.
If farmers are to effectively use market information, they need to be able to fully understand it; for
example, they need to understand the qualities to which quoted prices refer and the costs of
transferring produce from their farms to the relevant market. Extension workers need to be in a
position to advice farmers on this. Our Marketing Extension Guide “Understanding and Using
Market Information” provides advice to extension workers and others on how to assist farmers in
this way.
An MSAccess-based version of the FAO-AgriMarket software for Market Information Services is
available on CD-Rom. This software is for the processing of information collected by market
information services, prior to dissemination. It contains no other data.

Visit any university library in your area and make a report on its self-sufficiency in
their resources and to provide an optimum level of services to reach more potential
users.

Self Assessment

Multiple Choice Questions:
5. A ...... is a set of procedures and methods designed to generate analyse, disseminate and
store anticipated marketing decision information on a regular continuous basis.
(a) marketing research (b) university libraries
(c) marketing information system.
6. ...... is active in promoting efficient and sustainable market information services in member
countries and can provide technical assistance for the development of such services
(a) MIS (b) FAO
(c) Marketing intelligence.

8.5 Summary

• By measurability, we are referring to the transparency of the performance as well as the
performance’s content-based assessment. We can offer our customers standard procedures
and content suites for the various situations involved.
• Everyday information about developments in changing marketing environment that helps
managers prepares marketing plans. The marketing intelligence system determines the intel-
ligence needed, collects it by searching the environment and delivers it to marketing manag-
ers who need it.
• Everyone on the marketing staff becomes empowered to benefit from the historical data. To
put it bluntly – their jobs are made quantifiably easier in each phase of responsibility.

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